Store atmospherics evolution and its contributions to the re-signification of fashion visual merchandising

• Main Authors: José Eduardo Vilas Bôas Silva, Edson Crescitelli, Francisco Javier Sebastian Mendizabal Alvarez
• Format: Article
• Language: Portuguese
• Published: Universidade Estadual de Londrina (UEL) 2018-12-01
• Series: Projetica
• Subjects: Visual merchandising; Atmosfera de loja; Comunicação de marketing; Varejo de moda
• Online Access: http://www.uel.br/revistas/uel/index.php/projetica/article/view/29095

This paper aims to establish the historical and chronological evolution of store atmospherics in textile and fashion retail spaces in order to understand the impact of this strategy on the store concept and on the objectives of visual merchandising along time. The result of this study is the design of a timeline divided in five stages (structural, empirical, expansionary, experiential, and electronic) in which it is possible to understand the current reasons for changes and expansion in the scope of visual merchandising.