A Study On The Effectiveness Of Window Display Of A Boutique Selling Jeans

Abstract

Amongst the various elements of visual merchandising, window display is by far the most direct in attracting potential customers. There has been considerable literature and activities on window displays, but attempts to evaluate the effectiveness of window display of a boutique selling jeans by its attraction to customers and subsequently, its ability to induce purchases. Results reveal that for a boutique selling jeans, the display of shop windows is not the most detennining factor in inducing sales, it is the products which are being displayed.

Citation

Ng, F.M.C., Leung, C.S. and Chan, S.F. (1998), "A Study On The Effectiveness Of Window Display Of A Boutique Selling Jeans", Research Journal of Textile and Apparel, Vol. 2 No. 1, pp. 104-111. https://doi.org/10.1108/RJTA-02-01-1998-B012