A influência do visual merchandising no desejo de consumo

Abstract

This work represents a study about visual merchandising (VM), with the goal of showing your importance in fashion brands. To be a well-succeeded brand and have loyal customers, its necessary the utilization of strategic resoursces, such like VM and the sensorial marketing. The work of visual merchandising its organize the visual identity of the brand, making il well consolidated from the store's facade to its interior, in a way the products stay well positioned in the sale point. The sensorial marketing helps attracting the consumer using the five senses: smell, touch, palate, vision and audition, allowing an emotional connection between the product and the customer. Based in studies about visual merchandising (VM), as well as in obtained results in the search fild, it was possible to create a brand aplying the concepts of VM, from the store's facade to its interior and the creation of the colection aplyied to the assembly technique for showcase.