The Application Research Of Visual Merchandising In Brick-and-mortar Stores

Currently,global retail industry is going through a groundbreaking transformation.As the total volume of retail sales reached a unprecedented level and internet retails rapidly developed,traditional retail field showed lackluster performances and many offline brands shifted to online development.On the other hand,many online e-commence enterprises have also been trying to open physical retail stores.Enterprises need to readjust to the life on transformed consumption mode.An omni-channel retail mode has become the mainstream,brand's online promotions are combined with powerful sales campaigns,plus the active cooperation with special offline experience-oriented sales-all these will deliver strong support to the continuous growth of Chinese retail industry.The average commercial space of Chinese people has exceeded the world average level.Too many large shopping malls have been built,but they exceed demands of people,resulting in severe dilution of people flows;meanwhile,identical layouts and brands make people lose interest in visiting these places.Take costumes for example,shopping malls and department stores are the core channels for sale,but domestic clothing brands' visual expressions are very homogenized at their terminals,making it impossible for customers to clearly recognize,remember and recall these brands.In addition,lack of involvement couldn't lead to satisfied consumption experience.For marketing activities,brand is the priority.For brand marketing,vision is the priority.Visual merchandising can help shape unique images for shopping malls and brands.It can also impress and guide customers with visual process to make them stop by,select,try on products and eventually buy.As a result,visual merchandising has become the crucial factor in achieving success of physical shopping.This thesis elaborates on the theories of visual merchandising,draws a management framework diagram of visual merchandising and summarizes six management modes of visual merchandising: visual identity,space identity,show window and DP identity,merchandise presentation,merchandise development and network visual merchandising.Basing on different modes,we can pinpoint the first-sight visual merchandising elements that impact consumers,and a diagram can be made to show the distribution areas of different elements from different brands.In addition,E Company's visual merchandising management will serve as the case study for specific implementation analysis.This thesis contains a holistic view of theoretical summaries,meanwhile gives some practical cases of operation,so as to interpret the practical application of visual merchandising in physical stores,in the wish of providing insights and methods for many homogenized enterprises to improve their terminal visual images,so that they can adopt suitable visual merchandising strategies that fit their own development needs to enhance shopping experiences and gain core competitiveness.