How Does Visual Merchandising in Fashion Retail Stores Affect Consumers’ Brand Experience and Behavior? : A qualitative study about psychological- and personal factors affecting customers' channel selection in-store vs. online when purchasing clothes.

Abstract: Title:  How Does Visual Merchandising in Fashion Retail Stores Affect Consumers’ Brand Experience and Behavior? Research question: How do psychological- and personal factors influence customers' channel selection (in-store vs. online) when purchasing clothes from fashion retailers?   Purpose:  The purpose of this study is to explore consumers' brand experience and behavior when buying in-store and online. Moreover, how psychological- and personal factors influence consumers' channel selection (in-store vs. online) when purchasing clothes from fashion retailers.  Method: The study uses a qualitative research approach with data collection that took place in the form of semi-structured interviews. The qualitative data were collected with a result of 19 respondents. The interviews were answered by females between the ages of 23-35 who either are or have been customers of Zara's physical- and online stores in Stockholm. The responses were audiotaped, transcribed, and then analyzed. Conclusion: The authors can with this study state that the results that have emerged contribute to new knowledge about how psychological- and personal factors influence customers' channel selection (in-store vs. online) when purchasing clothes from fashion retailers. Additionally, the authors can assess how the elements of customer experience, brand coherence, and perceived visual merchandising, affect the behavior among the consumer and their channel selection when purchasing clothes from fashion retailers. This study adds new information that increases understanding and the information that emerged is essential for companies to consider. The essay will be useful to fashion industry businesses, especially those with online and physical stores. The research methodology not only helps the businesses' marketing but also identifies the most important factors. Keywords: Customer Experience, Consumer Behavior, Customer Perception, Visual Merchandising, Psychological Factors, Personal Factors, In-store, Online Retailing.