IMPACT OF VISUAL MERCHANDISING ON BRAND PREFERENCES IN FAST FASHION RETAIL: AN OVERVIEW

Abstract

The study aims to draw on existing knowledge and investigate the impact of multisensory elements of visual merchandising on creating subconscious preferences. The research, coupled with the existing gaps in the literature, has generated several questions that researchers have attempted to answer. For the same, the study utilizes qualitative research as it relies on the results from Zaltman Metaphorical Elicitation Technique (ZMET). The research allow to reach the deep-lying metaphors in the subconscious brain of the respondents. The present study is the first of its kind which integrates the cultural backdrop, antecedents and consequences of the relationship between visual merchandising and brand preferences.