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Participants' fashion involvement moderated the relationship between fashion product display methods and retail interest. Originality/value: This research is one of the first to create three virtual stores featuring product display methods dominant by colour, visual texture, and style coordination using 3D technology - a Mockshop software package. MockShop Pricing Overview. MockShop pricing starts at $9800.00 as a one-time payment, per user. They do not have a free version. MockShop does not offer a free trial.

1. MockShop Visualise your product range With MockShop all of your product data is highly visual, making it easier to plan, manage and execute better collections for your store.
2. Participants' fashion involvement moderated the relationship between fashion product display methods and retail interest. Originality/value: This research is one of the first to create three virtual stores featuring product display methods dominant by colour, visual texture, and style coordination using 3D technology - a Mockshop software package.

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Abstract

Purpose

The purpose of this paper is to discover user-generated visual merchandising (VM) directives that could guide VM in physical stores as well as shed light on future development of customizable virtual stores for online retailing.

Design/methodology/approach

Applying a facet theory approach, our research involved consumers (n=145) in co-designing VM directives in a 3D virtual store in collaboration with target corporation. In total, 67 virtual shops in three product categories, i.e., women’s ready-to-wear, boy’s Cherokee, and men’s swim wear, were content analysed, along with written reports.

Findings

The research findings focused on the three facets of VM: merchandising presentation (fixturing, product density, manner of presentation, and product adjacency), in-store environment (layout and interior), and in-store promotion (signage). The research revealed the elements that these facets contain and the relationships between the elements. The findings suggest that retailers should design an ecological instead of a merely utilitarian environment; clear section identity helps shoppers find a sense of ownership and boundaries; and stores should also present a lifestyle solution instead of a merchandise selection.

Originality/value

The research contributes both original creations of VM directives and a methodical framework that moves the subject of VM from the physical to the virtual environment and shifts the traditional in-house function of VM to an open innovation in which consumers participate.

Keywords

Acknowledgements

This research is funded by the Minnesota Agricultural Experiment Station. Plates 1-3 were created using Mockshop software (© Visual Retailing BV).

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Citation

Wu, J., Kim, A. and Koo, J. (2015), 'Co-design visual merchandising in 3D virtual stores: a facet theory approach', International Journal of Retail & Distribution Management, Vol. 43 No. 6, pp. 538-560. https://doi.org/10.1108/IJRDM-03-2014-0030

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Publisher

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited