Proceedings of the First International Conference on Combinatorial and Optimization, ICCAP 2021, December 7-8 2021, Chennai, India

Research Article

A study on impact of theme based window displays on increasing foot traffic of apparel retail outlet

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  • @INPROCEEDINGS{10.4108/eai.7-12-2021.2314522,
        author={Surjit  R},
        title={A study on impact of theme based window displays on increasing foot traffic of apparel retail outlet},
        proceedings={Proceedings of the First International Conference on Combinatorial and Optimization, ICCAP 2021, December 7-8 2021, Chennai, India},
        publisher={EAI},
        proceedings_a={ICCAP},
        year={2021},
        month={12},
        keywords={window display foot traffic theme visual merchandising apparel},
        doi={10.4108/eai.7-12-2021.2314522}
    }
    
  • Surjit R
    Year: 2021
    A study on impact of theme based window displays on increasing foot traffic of apparel retail outlet
    ICCAP
    EAI
    DOI: 10.4108/eai.7-12-2021.2314522
Surjit R1,*
  • 1: PSG College of Technology
*Contact email: rst.fashion@psgtech.ac.in

Abstract

Window displays are one of the most important elements of visual merchandising. The window displays contribute significantly on improving store traffic. There are different types of window displays and each window display create its own level of interest in a consumer and contributes to store traffic. The valentine theme was taken and a store window display and interior display was changed according to the theme. The changes done according to the theme in the interior display was required by 72% of the customers. More than 80% of respondents felt the theme based window display to be strong, clear and with full of life. The customers who felt theme based displays to be good and favourable were more than 70% compared to around 42% of them feeling the same with respect to non theme based displays. The theme based displays were found to be appealing for 81%, appropriate for 92%, effective for 79%, ethical for 95% and informative for 87% respondents whereas non theme based displays were found to be appealing for 38%, appropriate for 65%, effective for 38%, ethical for 98% and informative for 63%. It was found that the theme based window displays were preferred by the customers to a very great extent with 86.5% saying so. This study gives a good perspective about the importance of utilising theme based window displays in many apparel retail outlets in the future.