Visual merchandising: an exploratory study in apparel stores for low income Brazilians
Keywords:
Apparel. Atmosphere, Retail.Abstract
This research seeks to understand and identify the main features of fashion retail store´s environment in popular segment and it also aim to contribute to the model of store formats proposed in a previous study by other authors. The methodology applied consisted of an exploratory qualitative approach, based on the method of structured observation in stores at the city of Sao Paulo. The main findings of the work are: the store atmosphere´s construction is understood as a strategic tool by consolidated stores; the suggestion of new configurations of store formats and the outline of typologies for popular store atmosphere at the fashion retail industry.
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