Silent Selling: Exploring the Relationship between Fashion Retail Visual Merchandise and Impulse Buying Behaviour

Visual merchandising is accorded a substantial amount of importance in the research and practice of current fashion retail today. The conventional reference to a visual stimulus, which was traditionally thought of as a vital component of the ambiance of a retail store, is no longer the primary focus of visual merchandising. Rather, the primary focus of visual merchandising has shifted to a focus on the product itself. In addition to this, it acts as the first unspoken hint in the decision to buy. In light of this, the purpose of the study is to investigate the role that retail virtual merchandise plays in the behaviour of impulse buying. A random sample of 436 people was taken from a variety of fashion retail establishments located in shopping malls for this study. The research indicates that customers' impulse buying intentions are influenced by visual merchandising in the form of window displays, in-store form displays, floor merchandising, and promotional signage. The findings of the study also demonstrated that there is a crucial connection between many types of retail merchandising, including window displays, in-store forms, floor merchandising, and promotional signage. This indicates how vital it is for owners of fashion retail stores to provide their clients with the appropriate store environment and formulate plans to better understand their requirements. As a result, it is essential that the visual stimuli and the atmosphere be useful while also being calming.