This subsection reviews the existing research papers in the area of Visual Merchandising concerning Display & Experience Design.

( Tu, 2016 ) Store Windows, the main design factors include dynamic line design, colour design, lighting design, these a few respects music design. Windows theme is different according to different season, every season has the corresponding window paint with an image, the store will be with the main commodity in the quarter through the model in the shop window display, at the same time the display techniques based on modelling, props, posters, etc. To form a perfect window design. Window design directly affects the inside; so many shops will pay attention to the window, through the window to attract customers, which affects sales.

Naveena & Suganya (2018) mentioned that visual merchandising has an excellent future with a lot of new exploration in the market with creativity, displays and presentation. Visual merchandising in the future will surely be a strong platform for customers and retailers and will enhance the buying process. It is an

immensely growing professional field. The objective of this research is to analyze the customer’s attitude and level of satisfaction toward the purchase of products through visual merchandising in retail stores. ( Shilpa & Jayalakshmi, 2018 ) Windows display is the most significant aspect of a store or shop front. Windows can be exciting, price based or it is based on emotional stimulus, it can communicate about the products & services on offer, promote the image of the store & maximizes the sale of merchandise. It is the merchandise story that is to be promoted. A fashion retailer showcases the latest items on offer which may lend with seasonal themes autumn-winter, spring & summer combined with Holi, Diwali, Id, Valentine’s Day and many more.

Upadhyay A. & Jauhari S. (2019) says that to attract customers’ attention to apparel inside the store, mannequins can be used interestingly. There are stores where colourful/metallic mannequins are being used, just to stand out in the market and grab customers’ attention. On the other side, stores have started rejecting ideal body type mannequins and adopted real-life body type mannequins like underweight, overweight and pregnant lady body types.

( Basu et al., 2022 ) Visual merchandising has evolved as an essential component of the retail store environment. It is regarded as a critical manifestation of the retail brand. Marketing historians suggest that visual merchandising gained prominence in the 18^th century. Attractive public displays of merchandise, from planning the store window plan with mannequins to the internal arrangement of materials meant for sale, were helpful cues to convert prospects into buyers and promote sales. Retailers’ growing need to transition from the “verbal engagement” of the sales personnel to a more subtle form of a “sensory experience”-based selling environment prompted the practice of visual merchandising. It was established as a “silent selling technique” that focused on the strategic display of merchandise to promote retail sales.

Singh & Shukla (2022) mentioned that Visual merchandising is evolving and is expanding its horizon for retailers as well as customer experience. Since the existence of visual merchandising, every aspect of factor is important but in today’s competitive market, the priority of dimensions has been modified. There are many other dimensions of visual merchandising which a researcher can inculcate in further research to argue the over experience of contemporary customers.

This subsection reviews the existing research papers in the area of Visual merchandising concerning Fashion trends.

( Jain, 2013 ) The traditional appearance of fashion stores is changing rapidly and contemporary designs have been possible through technological innovations. The growth in competition and the changes in consumer habits obliges businesses to introduce new designs to attract more customers. To fulfil the changing expectations of today’s customers, apparel outlets have to understand the importance of shoppers’ expectations and provide the right environment to lure them. Effective visual merchandising can improve a store’s brand image and increase sales. ( Park et al., 2015 ) The analysis finds three dimensions of visual merchandising cognition: in-fashion, attractiveness, and function. A structural equation model confirms a conceptual framework for the influence of visual merchandising cognition on brand preferences. In-fashion and attractiveness have a significantly positive effect on brand aesthetic attributes. The function has an incredibly positive impact on brand functional attributes. Favourable attitudes toward visual merchandising directly transfer to favorable brand attitudes that are positively associated with purchase intentions. Arun Prasad & Vetrivel (2016) detected that most people are attracted to a store to buy a product after looking at the shop’s visual and mannequin displays. In the case of apparel, a mannequin plays a great role in giving customers an idea of what are the latest trends and the visual appearance of the merchandise. A store window display is a great way to lure people into the store, as it gives them a look at stuff that they can assume to be present inside the store. They are also a great way to highlight certain types of merchandise.

De Villiers et al. (2018) mentioned that factors such as brand attitude, brand experience and purchase intention can be positively influenced, resulting in consumers’ purchase intention. Therefore, implementing innovative retail strategies in the fashion industry is of imperative importance to drive sales and increase profit margins. The study highlighted the importance of using innovation and creativity to create a competitive advantage within the fashion retail sector. Also recommended that future researchers consider other demographic groups as only one could have marginalized the results. ( Kim et al., 2020 ) In the complex modern society and under intensifying competition, a strategic fashion VM must be implemented to suit the purpose and situation for consumer critical burial operations. Since the results of this study show different brain responses to VM types depending on the level of fashion involvement, it will be useful for companies or brands to understand better the level of fashion involvement of consumers targeted and create a store with the appropriate VM type. Consumers with high fashion involvement need to develop and apply new methods season by season so that the brain region involved in emotional empathy can be activated through creative VMs.

This subsection reviews the existing research papers in the area of Visual merchandising and its impact on consumer behavior.

( Rahul & Mandal, 2014 ) Visual merchandising is the most important variable in the in-store environment among the tested variables. It can significantly influence consumers’ store choice decisions. Therefore, the application of more attractive visual merchandising materials in their promotions will help to obtain better results. The lighting, design layout and cleanliness are the key elements of visual merchandizing programs other than product display. Sampaio et al. (2017) discussed the application of new technologies in visual merchandising, mainly associated with fashion brands. It demonstrates that traditional brick-and-mortar store formats need to be modified to interact with the buying expectation of the customer, mainly young people. Today companies know the importance of offering tangible and intangible goods to consumers upon purchase, including investments in technology in POS visual merchandising. From this research study, it is revealed that there is a significant impact of visual merchandising on customers’ purchase decisions, but there is a lot more scope to research VM as a retail strategic tool from the retailer’s perspective. The present study is confined to only the influence of VM on customers’ purchase decisions, but it has not thrown adequate light on finding innovative ways to increase sales through VM. More research studies on Visual Merchandising have to be conducted on every specific retail segment to help the retailers to make appropriate decisions related to retail strategies for the smooth functioning of retail operations, which further enhances the overall efficiency of the firm and leads to profit maximization. ( Sharan et al., 2017 ) Consumer behaviour studies have confirmed that the lure of a beautifully done up show window and a tastefully decorated facade, more often than not, prove irresistible as they walk in to check out what is on offer. It also ensures exclusivity since no two stores should look alike. Besides, when the mood and theme of such displays change at regular intervals, it makes certain that the store remains top of mind. Loyal customers have often been known to anxiously wait for the next display. “Stickiness” in retail formats is also ensured by the imaginative use of colours, lighting, space furniture and visual elements concerning in-store displays. Fast-moving fashion or fast fashion describes a scenario where fashion retailers implement a range of strategies to adequately meet market demand by ensuring that they have the right product, in the right place, at the right time Fast fashion brands as well as local retail fashion brands offer many kinds of fashion products such as clothes, bags, shoes, and accessories, drive to global fashion trends. Fast fashion clothing always follows up and creates seasonal trends, and new products to the store with amazing speed, and window display transformation is usually two times a week. Antony Rinsey et al. (2019) mentioned that the purpose of visual merchandising is to attract, engage and motivate the customer towards making a purchase, which creates an impact on consumer buying behaviour. In fashion marketing and communications, one of the most important tools is the retail environment. Visual merchandising is the physical representation and communication cue of the brand or retailer, through the creative grouping and presentation of the merchandise. The world of visual merchandising is all about the fascinating tool of display which help in the transformation of shoppers into stoppers, walk-bys into walk-ins and passers-by into passers who-buy. It is the art of implementing effective design ideas to increase store traffic and store sales. Creating an attractive VM can draw the maximum amount of consumers in, promote a sale of the slow-moving product, announce a sale or welcome a season.

( Mubarak & Musthapha, 2020 ) The research explored how the visual merchandising factors affecting the impulse purchasing of its customers as it is immediate with no pre-purchase decision. The findings showed that there was a positive vital link between the impulse buying behaviour of consumers and window display, mannequin display, floor merchandising and promotional signage and it was obvious that there was a significant association between the chosen visual merchandising practices and peoples’ impulse buying behaviour. This indicates that these visual merchandising activities, which function as triggers that cause an impulse that eventually motivates a customer to make an unplanned buying decision when entering the shop, dramatically affect the purchasing habits of customers. The findings of this study provided sufficient evidence, that retailers can utilize visual merchandising to increase the desirability of products and to help customers be aware of the products as well as to create favourable attitudes.

( Mishra & Mishra, 2022a ) Study state that consumers are more inclined towards the mannequin display and store display, the purchase decision is being taken after getting through these tools. Most of the purchases are impulse in nature so hardly a customer planned its purchases. Product placement, in-store Music and most importantly, assortment arranged in different colour combinations motivate a consumer to buy a product. Promotional activities and store signage are too important elements in any store to propel a consumer to take a purchase decision.

This subsection reviews the existing research papers in the area of Visual merchandising concerning Brand Image.

( Menon, 2017 ) Study concludes that visual merchandising has gained the attention of marketers and brand managers. Through visual merchandising, a company can attract consumers and increase its sales in the market. Visual merchandising is an effective technique that can create a positive image for a brand in the eyes of consumers. Visual merchandising helps in creating a good impression of the brand among consumers. This creates an emotional bonding with the product and increases the impulse to buy it. In addition, the consistent display can also help in building trust among customers for your product. It is important for companies to consistently communicate the message of their brand to consumers. It is a fact that customers buy products not because of the product itself but because of the experience they have with it. They buy it because they like it, and this liking comes from their emotional connection with the brand. It is also important to note that customers do not buy products, they buy the emotions that come with them. ( Dhaneswari et al., 2020 ) Visual merchandising has a significant influence on self-congruity, finding demonstrates that the better the visual display of merchandise in a retail fashion is, the more a consumer would associate the products with their personality and those of the other retail buyers. This self-congruity will lead to consumers patronizing the store. Also when consumers feel there is a similarity between the fashion products they purchase at fast-fashion outlets with their self-image, or how they perceive other people see them, the consumers would have the intention to recommend the outlet to their relatives in the future.

( Batista et al., 2020 ) The analyzes carried out allowed us to conclude that the visual merchandising theme is still a relatively new field of research because although the first article identified that addresses the theme was from 1998, most of the analyzed articles were published five years ago or less. As a development field, there are few national citations, that is, few articles cited the works selected for analysis. This suggests that there are several opportunities for future research on the topic.

( Kumar, 2022 ) This study highlights the need for future researchers to pay more consideration to this field. This is a fascinating field for researchers who are concerned with conducting studies relating to this subject. Through this study, it was noted that the majority of researchers have not made extensive attempts to carry out such studies on the visual merchandising matter in the Indian retail fashion market. This study did not look at other parts affecting the store choice decisions. Further research can be made on the impact of location, customer services, car-parking facilities, and brand names linked with store choice decisions of customers in India. Mishra & Mishra (2022b) Display is a dimension which helps visual merchandiser to fetch consumers inside the store. It is the first impression of the store. Hence, all retail outlets must have a strong window display. The window display of the retail outlets should be changed at regular intervals with a proper colour and product information proposition so that consumers can come to know about the new arrivals. Product displays should be well organized so that consumers do not have to work hard in search of the thing they want to purchase. Mannequin displays also should display the best of the merchandising so the consumer sees it and can think how the same would look on them and can empathize with the apparel. Akhilendra & Aravendan (2023) present that Store Branding works as a signal. It allows consumers to quickly recognize the place and product as one they are familiar with or one they like. It acts as a memory cue, allowing consumers to retrieve relevant information from memory. This information may be about past experiences of the brand, brand perceptions or brand associations. The study suggests that in order to make VM work, the retailer utilizes VM to develop a powerful store image effectively. Image can be described as the overall look of a store and a series of mental pictures.

Bibliometric Analysis of Keywords in Literature Review

It’s observed from Figure 2 & Figure 3 that most of the research which has taken place in the area of Visual merchandising is around Consumer behaviour, Buying behaviour, window display, marketing, Components of visual merchandising, Apparel-retail, Ambience decor, store atmosphere etc. The timeline map shows the recent study, which has taken place in this area, is store atmospheric and retail experience.

This review aims to summarize the existing literature and identify research gaps in this area. This review highlights the key findings and explores areas where further research is needed to enhance the understanding of the topic.

Key Findings:

Fashion Trend Alignment: Visual merchandising techniques should be aligned with current fashion trends to create a cohesive brand image and communicate the brand’s identity effectively. This includes incorporating trendy colours, patterns, and styles into displays and store layouts.

Window Displays: Window displays are crucial in capturing the attention of passersby and luring them into the store. By reflecting the latest fashion trends in window displays, brands can entice potential customers and create a desire to explore further.

Product Presentation: How products are presented within the store can significantly impact customer perception and purchasing decisions. Brands should consider incorporating fashion trends into product displays, including mannequins, racks, and shelving, to showcase the latest styles and encourage customer engagement.

Research Gaps:

Consumer Response: Limited research has explored the direct impact of fashion trend-aligned visual merchandising on consumer behaviour, including purchase intentions, brand perception, and overall shopping satisfaction. Future studies could investigate these relationships to provide empirical evidence and insights.

Long-Term Impact: Most studies focus on the immediate impact of fashion trends on visual merchandising. However, understanding the long-term effects of trend-aligned visual merchandising on brand loyalty, customer retention, and sustained business growth of the fashion apparel industry is an area that requires further investigation.

The target population is the segment of consumers who are inclined toward fashion apparel. Exploratory research with primary data collection through a pilot study is used as a preliminary step to understand the general attitudes and behaviours of the consumers. With a sample size of 100, researchers can conduct an initial meaningful exploratory analysis, while managing resources efficiently. Collecting data from a larger sample may be time-consuming, costly and logistically challenging which would be achieved in the main research to be done with a focus on larger population. Hence, Convenience sampling was used to collect the primary data here wherein a total of 112 responses were received and considered for analysis and interpretation.

In exploratory studies, where the primary goal is to gather preliminary insights, the strict requirements for reliability and validity testing may be less necessary. It is typically conducted in the early stages of research when there is limited existing knowledge regarding the topic of interest. Hence the questionnaire was designed thoughtfully incorporating the basic principles of questionnaire design. These principles include clarity, relevance, avoiding bias, logical flow, and providing response options that capture a wide range of perspectives. While strict reliability and validity testing may not be required, certain steps were taken to enhance the credibility of the findings. This includes ensuring that the questions are conceptually aligned with the research objectives and engaging in a thorough review of the questionnaire by experts to assess its content validity. A semi- structured questionnaire was developed which is brief, simple, and straightforward, covering the relevant aspects of the research topic with a mix of closed and open-ended questions and LIKERT’s scale.

It can be observed from Table 1 that 73% of respondents are from the age group of 18 - 24 years, 14.30% from the age group of 25 - 31 years, and 6.30% from the age group of 32 - 38 years and 6.30% from the age group of 39 - 45 years.

Out of 112 respondents, 75% are female and 25% are male as shown in Table 1.

Respondents are from different occupations that 57.14% of respondents are students, 18.75% are communication designers, 8.04% are fashion designers, 8.04% work in the fashion industry on different levels, 3.57% works in the private sector on various profiles, 2.68% are housewives and 1.79% of respondents are in business.

From Table 1, it can also be observed 54.46% of respondents mentioned that they belong to the Middle class, 43.75% mentioned Upper-middle class and only 1.79% mentioned that they are from the High class.

Respondents are from various parts of India, few are from different countries but they are Indian Citizens, From Table 2, it is observed that 33.93% of respondents are from Uttar Pradesh, 26.79% from Delhi NCR, 6.25% from Karnataka and 6.25% from Maharashtra too. 5.36% of respondents are from Kerala, 3.57% from Rajasthan, 2.68% each from Gujrat and Madhya Pradesh, 1.78% from Punjab & West Bengal and 0.89% each from Assam, Bihar, Haryana, Jharkhand, Odisha and Telangana.

From Figure 4, it can be observed that 84.8% of respondents considered themselves

fashion-conscious and they are aware of fashion, and 15.2% considered themselves not fashion-conscious consumers.

When asked about how frequently they do shopping, 51.8% of respondents said whenever there is a need, 24.1% buy once in a month, 19.6% do it once in 3 months, 2.7% said once in 6 months and 1.8% will do it during special events/ occasions as shown in Figure 5.

From Figure 6, it is observed that 90.2% of respondents spend 5 k to 10 k in

shopping apparel, 7.1% spend between 10 k - 15 k, 1.8% spend between 15 k - 20 k and 0.9 spend between 20 k - 25 k.

It is observed from Figure 7 that 75.9% of respondents prefer buying branded Apparel whereas 24.1% preferred Non-branded Items.

It is observed from Figure 8 that 10.7% of the sampling population prefer online shopping, 18.8% prefer Offline shopping whereas 70.5% of respondents prefer both.

It is observed from Figure 9 that 62.5% of respondents prefer the multi-brand store whereas 37.5% of respondents prefer going to Exclusive Brand Store.

It is observed from Figure 10 that 55.4% of respondents get influenced by the store display of a branded store and would prefer shopping from there, 40.2% of respondents may opt for the same however only 4.4% of respondents said no when it comes to getting influence by the store display.

Figure 11 shows that 74.1% of respondents suggest that Merchandise display is the most influencing element in the store followed by window display which was preferred by 69.6% of respondents, promotional offerings, point of sale display, Light, Music & store space, Mannequin Display, Store Exteriors graphics & Signages, Brand logo, Ceiling suspended props & talkers and Floor vinyl and in-store wall graphics.

From Figure 12, It is observed that when asked to rank their preferences, respondents gave 1^st preference to these influencing store display elements—24.1% of respondents opted for window display followed by Merchandise Display 19.6%, Store exterior graphic and signages 17.0%, In Store Mannequin display 3.6%, Brand Name Logo 7.1%, Promotional offering 10.7%, Point of sale display 6.2%, Ceiling suspended props & talkers 1.8%, Floor vinyl & store wall graphics 1.8% and Lighting, Music and store space 8.0%.

It is observed from Figure 13, that 48.2% of respondents strongly believe that there is a link between store display and brand image, again 48.2% of respondents

agree with the statement. Only 2.7% and 0.9% of respondents opted for not sure and strongly disagree respectively.

From Figure 14, it is observed that 96.4% of respondents strongly believe that there is a relation between attractive store display and Fashion brand promotion and only 3.6% think otherwise.

From Figure 15, it is observed that 26.8% of respondents find store displays to be informative all the time when it comes to Fashion trends whereas 73.2% of respondents find the same but sometimes. It is to be noted that none of the respondents opted for the none option.

When asked what fashion to you is, 45.5% of respondents opted that it is a way to express their inner self, 42% opted for comfortability, 6.3% for looking cool & trendy and 6.3% for looking sober and mature. Refer Figure 16.

From Figure 17, it is observed that 37.5% of respondents follow the Fashion trend very closely, 34.8% of respondents are not sure and 27.7% of respondents do not follow the fashion trends according to the season.

From Figure 18, it is observed that 54.5% of respondents refer to Social media to know the latest fashion trends, 17.9% refer to Fashion blogs, 12.5% refer to Fashion shows, 8% get to know from friends and social groups, 4.5% refer to store display, 1.8 refers to Fashion TV and 0.9% refer to billboards.

From Figure 19 it is observed that social media platforms have been opted as the 1^st rank by 43.75% of the respondents, followed by fashion blogs 20.5%, fashion shows 16.07%, store displays 9.8%, friends & other social groups 6.25%, Fashion

TV 1.78% and billboards 1.78%.

It is observed from Figure 20 that 20.5% of respondents always make sure of purchasing merchandise as per seasons trend, 25.9% often do that and 36.6% of respondents do it sometimes. It is observed that 13.4% of respondents rarely follow it and 3.6% of respondents do not follow the same.

From Figure 21, it is observed that 20.5% of respondents very often do window shopping to know the latest fashion trends, 30.04% of respondents do it often and 33.9% do it sometimes. 10.7% of respondents do it rarely and 4.5% of respondents are not really into it.

From Figure 22 it is observed that 86.6% of respondents believe that store window display spread awareness about the latest colour trend, 11.6% of respondents are not sure of it whereas 1.8% of respondents do not agree with the statement.

It is observed from Figure 23 that 77.7% of respondents agree with the statement of window display spreading awareness about silhouette trend, 14.3% are

not sure of it whereas 8% said no.

It is observed from Figure 24 that 64.3% of respondents agree with the statement of window display spreading awareness about the Fabric/New Materials trend, 27.7% of respondents are not sure of the same whereas 8% said no to it.

From Figure 25, it is observed that 87.5% agree with the statement that window displays help communicate the latest Fashion style/look, 8% of respondents are not very sure of the same and 4.5% of respondents said no to this.

It is observed from Figure 26 that 98.2% of respondents are aware of the fact that store displays regularly get changed according to the season. Only 1.8% of respondents are not aware of it.

It is observed from Figure 27 that 98.2% of respondents feel that Mannequin

styling and store wall display helps in communicating the latest trends. Only 1.8% of respondents disagree with it.

From Figure 28, it is observed that 33.9% of respondents strongly agree with the statement that attractive merchandise and mannequin displays promote unplanned buying, and 58.9% of respondents agree with it. 5.4% of respondents are not sure of it and 1.8% disagree with the statement.

From Figure 29 it is observed that 59.8% agree to get influenced by fashion apparel brands, and 26.8% strongly believe in the same. 7.1% of respondents are not sure, 3.6% disagree with it and 2.7% strongly disagree with the statements

It is observed from Figure 30 that 16.1% of respondents very often get influenced by the certain product/ style displayed in the store and make purchases, 37.5% often do the same and 36.6% of respondents do it sometimes. 8.9% of

respondents rarely get influenced and 0.9% are not really into it.

From Figure 31, it is observed that 97.3% of respondents feel that Visual merchandising of a store helps in creating a Fashion Brand Image and only 2.7% of respondents are not sure of it. It is to be noted that none disagree with the statement.

Key Findings & Discussions: Visual merchandising plays a significant role in promoting a fashion apparel brand, it is observed from Figure 10 that 55.4% of respondents get influenced by the store display and opted for various store display elements (Figure 11) to be influential like merchandise display (74.1% of Respondents) of the store, window display (69.6% of respondents) etc. Respondents found a strong connection between Store display and the Image of the brand as per data observation (Figure 13, 48.2% of respondents strongly believe and 48.2% of respondents agree with the statement) and agree that an attractive store display is essential in promoting a fashion brand in this competitive market (Figure 14, positive response from 96.4% of respondents).

Key Findings & Discussions: The relationship between fashion trends and visual merchandising is interdependent and influential. By effectively incorporating fashion trends into their visual merchandising strategies, fashion apparel brands can attract and engage consumers, enhance brand identity, and ultimately drive sales. As observed and shown above, most respondents find, store displays informative (Figure 15 26.8% of respondents find store displays to be informative all the time when it comes to Fashion trends whereas 73.2% of respondents find it sometimes). Customers nowadays are very fashion-conscious (Figure 17) and they refer to various sources for making themselves aware of popular fashion trends, as per observed data social media platforms play an important role in this (Figure 18 which shows 54.5% of respondents refer to social media to know the latest fashion trends). Customers are aware of fashion seasons and as per data, they refer to window display many times to get to know the popular fashion trends (Figure 21, 20.5% of respondents very often do window shopping to know the latest fashion trends, 30.04% of respondents do it often and 33.9% do it sometimes). Most of the respondents confirmed that store window displays are a good communicator of the latest colour (Figure 22, 86.6% of respondents believe that store window display spread awareness about the latest colour trend), silhouette (Figure 23, 77.7% of respondents agree with the statement that window display spread awareness about silhouette trend) fabric (Figure 24, 64.3% of respondents agree with the statement of window display spreading awareness about the Fabric/New Materials trend) and style/look (Figure 25, 87.5% respondents agree with the statement that window displays help communicate the latest Fashion style/look). They also found the mannequin and store wall display to be very informative when it comes to communicating the latest trends (Figure 27, 98.2% of respondents confirmed that Mannequin styling and store wall display helps in communicating the latest trends). Visual merchandising can shape and popularize fashion trends, influencing consumer preferences. Therefore, brands must stay attuned to the ever-changing fashion landscape and leverage visual merchandising as a powerful tool to connect with consumers in the competitive world of fashion retail.

Key Findings & Discussions: As shown in Figure 28, 33.9% of respondents strongly agree and 58.9% of respondents agree with the statement that attractive merchandise and mannequin displays promote unplanned buying. Respondents also confirmed that an already-established fashion brand influences their product choice and buying decision (Figure 29, 26.8% of respondents strongly agree and 59.8% of respondents agree with the statement). It is also observed from Figure 30 that 16.1% of respondents very often, 37.5% often and 36.6% of respondents sometimes get influenced by the certain product/style displayed in the store and make purchases. Further respondents strongly believe that Visual merchandising plays a vital role in building the Fashion brand image (Figure 31, 97.3% of respondents confirmed that Visual merchandising of a store helps in creating a Fashion Brand Image in the consumer mind). Therefore, Understanding the target audience and regularly adapting visual merchandising strategies based on consumer preferences can contribute to a more engaging and successful retail experience.