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Visual merchandising strategies: Stimulating a positive affective response from consumers

Strategic Direction

ISSN: 0258-0543

Article publication date: 14 September 2012

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Abstract

Purpose

The aim is to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

There is less expectation for products with universal functions to conform to local values, but when the product itself ties to social and cultural experiences, the local context should not be disregarded. When drafting strategies for the store environment, intimate apparel retailers should take this suggestion into account. This is especially true for international well‐known brands. A unified cooperate image is important, but perceived localness is also critical. For products tied to aesthetic and social elements, the degree of perceived localness becomes a critical point regarding product acceptance.

Practical implications

The article provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Social implications

The strategic insights and practical thinking can have a broader social impact.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Keywords

Citation

(2012), "Visual merchandising strategies: Stimulating a positive affective response from consumers", Strategic Direction, Vol. 28 No. 10, pp. 12-14. https://doi.org/10.1108/02580541211268393

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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