In-store versus online visual

Résumé du document

The purpose of this dissertation is to identify the differences and similarities of in-store versus online visual merchandising in the fashion industry and the representation of accepted high street techniques in the 2D online world, and their effects on consumer behavior. In order to achieve these objectives, an in-depth study was done with three European fast fashion retailers which are H&M, Zara and Esprit.

The different visual merchandising techniques generally used in order to attract customers, are discussed and compared with the help of a content analysis of these outlets and their websites. A questionnaire was set up and answered by 150 random women in the street in Leeds and in the Shopping Mall of Manchester, in order to know more about the effect of visual merchandising on consumer behavior. The findings show that there are several similarities and some specific interesting differences between in-store and online visual merchandising.

Extraits

[...] Learning and memory define what consumers learn and how. Attitudes influence the actions and reactions of consumers to products and services as well as their responds to communications. The decision process of consumers concerning products and services, count four steps. First of all, the consumer has to realise that he/she needs something (problem recognition); then the consumer thinks about how he/she can fulfil this lack, through internal (past experiences) and external searches (stimuli). After that, it is important to look for all alternatives (products, brands Finally, the consumer is buying and post purchase behaviour is the fact to be satisfied or not about the purchase made (Loudon and Della Bitta, 1993). [...]

[...] Table 5.9 : Do people attracted by merchandising spend more? Graphic Shopping route, store layout Product itself Fitting room The purchasing act Advice of a seller APPENDIX Data requirement table for the questionnaire Data requirements table Research question/objective: to evaluate the effects of in-store and online visual merchandising on consumer behaviour Type of research: Predominantly descriptive Investigative questions How do customers buy in-store? Variable(s) required Behaviour Frequency? [...]

[...] APPENDIX Maslow's hierarchy of needs APPENDIX The sequence of effects in store choice APPENDIX A Typical Consumer Shopping Script APPENDIX VALS psychographic segments APPENDIX A brief overview of the retailers Zara, Esprit and H&M APPENDIX Pilot questionnaire APPENDIX Final questionnaire APPENDIX Shops are standardised APPENDIX Table for in-store observations APPENDIX Table for online observations APPENDIX Data requirement table for the questionnaire APPENDIX Segmentation in H&M APPENDIX Windows and in-store displays are updated regularly APPENDIX Virtual fitting room online, for H&M LIST OF TABLES Table 3.1 : The evolution of the expenditure in apparel, in France and in the UK, from 2004 to 2007. Table 5.1 : Representation of accepted high street techniques in the 2D online world. Table 5.2 : Did you visit the website? Table 5.3 : For Esprit only, are you buying online? Table 5.4 : What is the first word that comes directly in mind for the following retailers: Zara and Esprit? [...]

[...] In addition, the moderator can lose the control over the process Secondary research Before exposing the method, which was retained for this paper, it is important to speak about secondary research. According to Saunders et al. (2003), secondary resources are a vital part of the research process. It is essential to conduct the secondary research before the primary research as it gives a wide variety of authors' opinions from different sources. These will be used in order to discuss about online and in-store visual merchandising (all tricks and tools) as well as some relevant theories about consumer behaviour, especially in fashion. [...]

[...] They agree saying that the most advantages of buying online are that it is easier, convenient and it saves time. However, opinions are divided regarding the categories saves money” and “there is a wider range of products” which means that it is not a decisive element. v Question 18: For which reasons are you not buying online? Figure 5.13 : Why women are not buying online? Ø v The bar chart above clearly presents the main reason why people hesitate to buy online and the answer is that they cannot touch, see or fit the product. [...]