Assignment topic:

The impact of window displays on store traffic and sales

Research question: how do specific elements of window displays, such
as color schemes, product placement, and seasonal themes, influence
foot traffic and purchase behavior in a fashion retail environment.

Research Proposal Guide

Your research proposal is the first step of your final project. It will include limited background

research about your topic, justification for your research, statement of your research question,

methodology, and proposed solution as you see it now. The proposal should be 550 words and should
follow the following format:

1. Introductions of your topic-one paragraph. Your topic should identify a problem. This problem

then turns into your research question.

2. Justification-Answer the question, “Why is this a project worth doing?”-1 paragraph

3. Research Question-one to three sentences
4. Identification of issues, limitations and constraints. In other words, is this a doable project?

What stumbling blocks might you encounter?-one paragraph

Definition/explanation of any terms or jargon that will be used (with sources)-can be up to one

paragraph. May not be needed.

Description of how you will conduct your research and propose your solution. This part serves

as your map and navigation of the research and solution process-two paragraphs

Predicted/proposed solution(s) and justification for these solutions-one paragraph

Works Cited-doesn’t need a separate page

What to watch out for:

Forgetting to use sources

A solution that doesn’t follow the logic of the research

A weak justification (it must be a relevant topic with an issue to be solved)

A weak description of your research plan and solution proposal.

Being too broad with your research question—refine, refine, refine.

Showcase window or Window display is a specific type of visual merchandising that acts as a “front
cover” or a first cue for customers (Morgan, 2015; Sen, Block and Chandran, 2002). It is the window
displays that offer a glimpse into the store's offerings such the store's price range, product type and
quality at glance (Cornelius, Natter and Faure, 2010). It is therefore often referred to as the "eye in the
store" and "silent salesperson” (Parsons and Kennedy, 2015), and has been recognized as a powerful tool
in attracting potential customers and strengthening brand identity (Guimarães, 2011). A well-designed
window displays, therefore, can promote the products, in-store exploration, and purchasing decisions
through highlighting the 2 product’s features and store offers, resulting in store preference (Park et al.,
2015; Sen, Block and Chandran, 2002; Oh and Petrie, 2012). Window display is not only an efficient and
effective way to promote a store's products and brand, but also free of cost, as they are integrated into
the store's architecture (Morgan, 2015). As emphasized by Strickland (2020) that ‘There is no medium
for advertising so direct, so economical, and so certainly effective as a good shopwindow in a busy
thoroughfare (p.156)’. Sen et al. (2002) also suggest that the role of window displays in communicating
the store brand and highlighting specific products are unarguably significant in conveying messages to
potential customers and creating a lasting impression of the store. As such, window displays are a
prevalent tool in the fashion industry to reflect the store's identity, capture shoppers' attention, and
ultimately increase foot traffic and sales (Othman, 2021b). However, decorating or dressing a window
involves several factors, and for it to be effective, it must possess specific qualities such as attractiveness,
memorability, appropriateness, timeliness, and tidiness (Othman, 2021b). These qualities require a
thoughtful blend of elements such as color, texture, shape, and lighting, which must be balanced and
synchronized to create an attractive display. Therefore, each element of the display must be properly
arranged and ensured that the materials, props, and message align with the needs and preferences of
the target audience. Furthermore, a window display should serve an educational purpose by showing
consumers how to use the products (Sen et al., 2002). Hence, to positively impact the brand perception
and influence customer behavior, it is crucial to consider how products and brands are visually presented
to customers and how they interpret these messages (Kerfoot, Davies, and Ward, 2003). Subsequently,
visual merchandising strategies can vary greatly depending on the type of retailer. According to Nobbs et
al. (2015), there is a correlation between a retailer's market positioning and its visual merchandising
strategy. As Morgan (2015) points out, the driving force behind window displays, such as the type of
window and the desired outcome, determines how it is decorated. Kerfoot et al. (2003) also support this
idea, stating that differences in products and services sold by retailers account for the variety in visual
merchandising methods. Hence, given the notable differences in target markets, products, pricing, and
business strategies between high-end and fast-fashion retailers, it is likely that their marketing strategies
and visual merchandising techniques differ considerably. Although it can be sure that both types of
retailers aim to increase sales and brand awareness, their approach may not be the same. Therefore, it is
intriguing to delve into the unique approaches they adopted in their window dressing design, which
effectively conveyed their brand identity and values to their specific target markets. High-end retailers,
also known as luxury or premium brands, offer high-quality products that are typically priced at a
premium level. The characteristics of High-end 3 or Luxury brand are usually defined by the best high-
quality material and craftmanship, authenticity, premium price, and emotional connection with target
customers (Bai, Mcccholl, and Moore, 2021). According to Quelch (2006) ‘A luxury product is a work of
art designed for an exclusive market (p.100)’. A “luxury” word subsequently often appears with
“lifestyle” referring to “a way of living”, “a set of attitudes and values” or a way of being, dressing and
living that set a person apart from the rest (Dauriz and Tochtermann, 2013). Hence, high-end fashion
retailers emphasize a strong brand identity with aesthetically oriented strategy, leveraging upon an
identity that consumer will enjoy upon consumption (Joy, Wang, Chan, Sherry, and Cui, 2014). Thus, the
product of luxury brands also incorporates the brand signature, culture, and heritage within (Gorp,
Hoffmann and Coste-Maniere, 2012). Examples of high-end retailers include Louis Vuitton, Gucci, Prada,
and Chanel. Fast-fashion, on the other hand, is a business model that is built upon the perception of
offering fashionable clothes at affordable prices (Caro and Martínez-de-Albéniz, 2015). This market is
driven by consumer demand for celebrity inspire trends, fashion shows, and the need for newness by
media (Barnes and Lea-Greenwood, 2010). The concept of fast-fashion is therefore centered around
‘quick fashion’, responding quickly to changing style, trends and demands with business strategy to
reduce buying cycle process and lead time for new products to arrive in stores (Barnes and
LeaGreenwood, 2006). Since fast-fashion emphasizes newness and uniqueness, their products also have
short product-life cycle and less complex design although have a greater variety (Aftab, Yuanjian, Kabir, &
Barua, 2018). Examples of fast-fashion retailers include Zara, H&M, GAP, Mango, and Uniqlo. Based on
the characteristics and strategies of high-end and fast-fashion retailers discussed above, it is evident that
these two categories target consumers with different values and priorities. Studying their visual
merchandising approaches can therefore provide valuable insights into how they communicate their
brand identity and attract customers. Window displays, as an important aspect and first cue of visual
merchandising, are then interesting to be examined and gain insights of how these retailers capture
attention and engage customers through their use of different design elements. This analysis offers
insights into how retailers use window displays to attract customers, differentiate themselves, and
succeed in the competitive fashion industry. Comparing these fashion retailers enhances our
understanding of industry dynamics and practical strategies. It is also important to note that the
intention of using window displays may differ not only between consumer segments but also among
individual retailers. Thus, studying their window displays can help us gain a better understanding of how
different retailers utilize this marketing tool to attract customers, promote their brand, showcase
products, and boost sales. Through this section, the notion of high-end and fast-fashion retailers and
their differences have been introduced, including the importance of visual merchandising and
importance of investigating window dressing as competitive advantages. Given 4 the importance of
window displays in the visual merchandising strategies of high-end and fast-fashion retailers, the
purpose of this study is to analyze and understand how the design elements are used in window displays
of high-end and fast-fashion retailers differ and how they resonate with target markets and brand values.
Specifically visual content analysis was used, to analyze the image of window displays of 6 high-end
stores and 6 fast-fashion stores. By doing so, contributions can be made to the theoretical and practical
knowledge of visual merchandising in the fashion industry and provide insights into the marketing
strategies and brand positioning of high-end and fast-fashion brands.