New Technologies Applied to the Fashion Visual Merchandising

Abstract

This paper presents how new technologies applied to visual merchandising at point of sale could influence on consumer buying behavior, mainly among the young cohorts, as well as generating experience and attracting new consumers. A critical review based in literature research was performed as methodology. The references are based on the theories of consumer behavior, buying experience, visual communication and new technologies applied to visual merchandising, more specifically focused in fashion market. Although young people are a key focus of actions of visual merchandising and that currently they are not only represented by the Generation Y (Gen Y), major part of the available literature on this topic is still focused on them. Thus, the most of following considerations were focused on Gen Y, which should be insightful regarded before being extended for other nowadays cohorts. It is concluded in addition that visual merchandising technological actions become them selves influencers in the unique shopping experience, these new technologies applied to visual merchandising could provide cognitive, emotional, sensory and behavioral values perceived by the shopper during the buying process.