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Acknowledgement

I am particularly grateful for the assistance given by Jos boy and maria who been very a helpful and constructive suggestions support in this research study. I would like to appreciate for they willingness to give time so generously and be very patient guidance and encouragement.

I would like to thank all of my tutors and Northumbria University library for their help in offering the resources during my studied.

Finally, I wish to thank my parent for their grateful support and gave me the opportunity to studies this major and special thank to my dear friends Tom Heard and Vanessa Chainikom and all of my class mate M and Pink for their helpful and motived me to finish my research.

Kanjana Visascholaharn

Abstract

Fashion is growing as well as trend that extended from generation to generation. There are lots of brands that highly professions in fashion field which one might overlaps others. Even the fashion is quite wisely spread beyond human creation and imagination but being success in fashion brand still be concerned. Great fashion brand can be only survive when they have placed a significant mindful in compelling consumer’s interests. What has today fashion brand try to emphasis is to form a lasting memorable and pull up the interest and the attraction among customer who believed brand. It is difficult to draw a good picture of that particular brand on consumer’s mind and influence them to stick on it thus to bring them into the purchase stage.

Table of Content
Acknowledgement
Abstract
Chapter 1: Introduction
1.1Rationale
1.2The role of Visual Merchandising
1.3Factors to be researched
Branding (connections between brand and store image)
Retail Environment: atmosphere
Window and In-Store displays
Product location, grouping and promotions
Customer service
New technologies
1.4Aims of the Research
1.5Objectives of the Research
1.6Research Questions

Chapter 2: Literature Review
2.1 Introduction
2.2 Visual Merchandising
2.2.1 Visual merchandising techniques in improving flagship store sales 2.2.2 Techniques used in flagship stores to enhance shopping experience 2.3 Relationship between visual merchandising and customer behavior. 2.3.1 Visual merchandising and customer information processing 2.3.2 Creating a holistic customer experience

2.4 Relationship between visual merchandising and brand identity
2.4.1 What is Branding?
2.4.2 Brand identity and retail design: creating atmosphere
2.5 Comparing Visual merchandising techniques across Luxury and High Street brands.
2.5.1 Techniques uses across in Luxury Brands
2.5.2 Techniques uses across in High street Brands
2.6 Differences influences in visual merchandising between the high street and luxury sectors. 2.7 Summary

Chapter 3: Methodology
3.1 Introduction
3.2 Aims of research
3.3 Research questions
3.4 Using qualitative research methodologies
3.5 Research Design
3.5.1 Observation as primary research
Burberry flagship store in Regent street, London
Zara flagship store in Mable Arch, London
3.5.2 Case studies as secondary research
Burberry
Zara
3.6 Primary data collection
3.7 Secondary data collection
3.8 Summary

Chapter 4: Research finding and discussion
4.1 Introduction
4.2 Observation results
4.2.1 Burberry
Branding (connections between brand and store image)
Retail Environment: atmosphere
Window and In-Store displays
Product location, grouping and promotions
Customer service
New technologies

4.2.2 Zara
Branding (connections between brand and store image)
Retail Environment: atmosphere
Window and In-Store displays
Product location, grouping and promotions
Customer service
New technologies

4.3 What visual merchandising techniques can High Street retail learn from Luxury brands? DEPENDS...
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