The Study Of The Relation Between Shop Window Composition And Customer Attention In Fashion Visual Merchandising

The product homogeneity has triggered more and more obviously by the international integrative marketing of fashion industry and the development of technology. Meanwhile, with the development of economy and the increase in consumer need hierarchy, the consumption form has transferred from product-driven to consumer-oriented. Therefore, enterprises have to change their competition strategy and focus on visual merchandising to compete in the market in order to arouse their consumers' attention and deliver product differences. The methods of visual merchandising in fashion retailing mainly include shop window display, exterior display, interior display and long-distance display. Window display is the first step of getting consumers' attention and leading them to take a look at store or purchase clothes, and is also the main aspect of showing the level of visual merchandising. Thereby, it has a significant meaning for further study in the relation between shop window composition and consumer attention.This paper combines the shop window composition with consumer attention under visual merchandising to study the shop window display. The main four aspects are as follows:1. According to consumer visual flow principle, integrated with lots of experts and scholastics' shop window composition discussion, this paper establishes the four hierarchy composition factor of clothing shop window.2. This paper studys the relation between shop window composition and degree of comsumer attention by questionnaire research, applying the analytic hierarchy process to confirm the weight of the attention among shop window composition factors, and make a conclusion that consumers pay the most attention on the clothing style, model ,open background.3. By taking advantage of plain method to take photos of shop window, this paper alters shop window pictures to set up shop window samples based on the study contents. Meanwhile, it, by online research, uses analysis of variance of two-factor fixed design through statistic analysis software of SPSS13.0 to check out the influence of shop window with brand name, models, background picture and background color in consumer attention separately in order to further check out if there are attitude differences between professional and unprofessional, which is concluded that the shop window with brand or not has a great effect on degree of consumer attention. Consumers prefer the shop window with brand and are willing to walk into the store, professional and unprofessional have the same attitude on the brand in the shop window.4. During the demonstration research phase, the comsumer were observed the visiting-store ratio, stay time and purchase-ratio in order to try to confirm the influence of shop window composition in consumer attention and find out the relation between shop window display and consumer's shopping. It is concluded that displaying the shop window by choosing composition elements of consumer attention is able to improve the visiting-store ratio and purchasing.The study on the relation between shop window composition and consumer attention has a great influence on shop window display design and adjusting, which will be good for clothing enterprises to use the time and financing resource effectively.