Influence Of Fashion Store Window Design On Consumer Behavior

In the context of social,economic and technological development and cultural change,while the consumption level of residents is improving,the quality of consumer goods,consumption concepts,consumption scenes and consumption behavior are also gradually complicated and diversified development.Clothing is one of the most important consumption needs of residents.The consumption demand of clothing also changes from "warm wear" to "beautiful wear and good wear" in material level,and then evolves into deeper spiritual and emotional needs.This demand is not only reflected in the possession of the product,but also in the psychological experience of the shopping process.Offline retail terminal is one of the most important apparel consumption channels.In recent years,the boom of e-commerce,new retail and the emerging consumption trend after the COVID-19 have put forward new requirements for the improvement and upgrading of traditional consumption channels.Under the situation of scale shrinkage,offline retail commercial entities are also forcing transformation of brand stores.With the communication of science and culture,and the penetration of the concept of individuation,diversification and symbolization,more and more fashion brands also explore the improvement of store visual marketing,brand image and consumer communication,and realize the important value of retail terminal window to meet the material and spiritual needs of consumers and promote the overall consumer market.Domestic window design as a whole has been greatly improved,but still in the professional knowledge,design techniques and technology innovation transformation is insufficient;Lack of awareness in communication,insight into the spiritual demands of consumers and current emerging social and cultural trends.Therefore,taking the window design,a key part of the visual marketing of apparel retail terminal,as the starting point to explore its commercial value and social and cultural value,can help the apparel brands to grasp the "eyeball economy" and adapt to the needs of consumers’ shopping experience,so as to enhance the brand image and market competitiveness.Starting from the psychological behavior and spiritual and cultural needs of consumers,this paper explores the ideas and methods of optimizing and innovating apparel brand window.The main research contents and results are as follows:(1)Build a hypothetical model of the influence of apparel window visual effects on consumer behaviorA hypothesis model is constructed according to consumer characteristics related to visual marketing,apparel retail terminal display and window display design,consumer behavior,offline shopping,and environmental psychology literature research.It consists of four dimensions:window visual effect,consumer emotion(including arousal and pleasure),consumer cognition(including perceived product quality and brand attitude)and consumer behavior(purchase intention).In addition,two characteristics of consumer background and preference are included(background characteristics are demographically related,and preference characteristics are brand preference,consumer hedonism and pragmatism type tendency variables).(2)Quantification and measurement of visual effects of apparel windowOn the one hand,the form and technique of garment window design and the composition of window visual elements in the current research were reviewed through literature.On the other hand,a total of 152 windows in Shanghai business district were taken as samples,and visual element extraction experiments were designed to screen and simplify the samples and extract visual elements.The main process is as follows: first,the number of samples is down to 122 by expert experiment,and the list of window visual elements is summarized.The number of samples is further refined to 75 by the consumer grouping experiment.The multi-dimensional scale and cluster analysis method are adopted for the grouping data to extract the key visual features of consumer identification,namely,the overall complexity of the window,the overall order of the window,the overall creativity of the window,and the display form of goods without models only.Finally,the window samples were grouped based on the four features to obtain six groups of window sample graphs that can be compared with each feature in pairs,which will be used as the object of window visual effect evaluation in the follow-up questionnaire survey.(3)Empirical research on the influence of apparel window visual effects on consumers.After screening and correcting the measurement model and questions of each variable in the hypothesis model through the pre-survey,the formal questionnaire was issued and recovered.The direct and intermediary effects in the model were tested by the software Amos28.0,and the results showed as follows: The visual effect of the window cannot directly affect the purchase intention of consumers,but arousal of the emotion dimension and the brand attitude of the cognition dimension can both act as a single and chain double intermediary to affect the purchase intention.Window visual effect can affect perceived product quality and brand attitude directly or through the mediating effect of arousal,but it cannot affect purchase intention through pleasure and perceived product quality.The results of multi-group analysis of the background characteristics of consumers and window features show that the sex,age and the frequency of clothing offline shopping of the subjects,as well as the overall complexity and creativity of the window have a moderating effect on the model,then specifically analyze each action path under different demographic segmentation and different window feature levels.The results of the conditional process analysis of consumer preference characteristics show that brand preference and hedonism only have a moderating effect on the dimension of consumer emotions,while utilitarianism has no significant moderating effect on any path.(4)Case analysis of fashion brand window display and analysis of emerging trends.First,we select fashion brands with outstanding performance in window design: Hermès and ICICLE,to analyze the design techniques,elements and expression of brand concept in the representative windows of them and summarize the advantages and characteristics of the brand window design.Second,the paper interprets the current trends of three emerging consumer markets and social and cultural trends: environmental protection and sustainability,emotional consumption and individualism,and converts the analysis and empirical research results from three perspectives into window design concepts and methods that can be used for reference by apparel brands,so as to improve the effectiveness of window visual marketing.