Consumer behaviour as a response to luxury retail visual merchandising

The purpose of this study is to closely examine consumer behaviour (interaction with display’s ) as a response to luxury retail visual merchandising techniques, in an in-store retail setting. An interest for this study arises from the retail level point of view, of how consumer interaction with the display varies in result to diverse visual merchandising techniques, and how these results vary in the final outcome of the sale of products. To test these responses and variations, a model was created. This model consists on the implementation of three different visual merchandising design techniques (repetition, iconic, color focus), these techniques were tested by analyzing 100 consumer’s and their behavioral responses. This study has its roots based on the research of luxury’s history, branding and the evolution of fashion in the last centuries. To understand luxury retail consumers it is an essential task to most successfully implement design techniques.