Window Design of Fashion Storefronts: Its Impact on Consumer Behavior

This article provides an overview of the literature examining the influence of window design of fashion storefronts on consumer behavior, like store entry propensity. While research has shed light primarily on the impact of store-interior cues (e.g. sound, color, scent, or design features) on consumer behavior, research on the influence of store exterior cues (wall-mounted flags, entrance, or parking) on consumer behavior, has only recently built up momentum. In view of storefront windows, not only design elements, such as mannequins, verbo-visual relations, and the number of products displayed, have been investigated, but also conceptual models have been devised. Future research should keep focusing on the store exterior, and especially, storefront windows. The use of smart technologies in storefront windows needs particular attention.

Keywords:Fashion stores; Storefront windows; Visual merchandising; Consumer behavior