What caught your attention?

To evaluate the positive and negative impacts of various window design elements to form a greater understanding on why consumers choose to interact with certain window displays over others and to utilise the results for application in an exhibition setting.

Methodology

Using an explorative research method to investigate secondary data collected from scientific articles, while using literature to guide the research question and directions, and making comparisons with primary data collected from two separate surveys conducted by the author.

Findings

Findings show the preferences of Swedish fashion consumers in terms of window display design and identify a hierarchical order of influencing elements that lead to store entry propensity.

The study was of great relevance to the Retail lab in Borås, as the team was preparing for a relaunch of the exhibition space and wanting to utilise its window displays to invite, excite and persuade new visitors to enter the exhibition. As the lab is located in the Textile Fashion Center, close attention was paid to appealing to students, teachers, and people working within the fashion industry, as well as the general public. The report covers current research, largely from the last decade, regarding the influence of store window displays, describes the major impacts that certain elements of store atmospherics can bring to a store setting, along with providing a variety of benefits specifically attuned to the wants and needs of the Retail lab in Borås.

Project details

Title: What caught your attention? A study on Swedish fashion consumer's preference in window display design elements

Year: 2021

Author: Malin Tasapuro

Course/Programme: Field study in textile management, Master program in fashion marketing and management

Type of study: Research paper

Supervisor: Jenny Balkow, Marianne Louwerse