Análise do visual merchandising no centro fashion em Fortaleza e seus impactos na percepção dos profissionais do comércio

Abstract

Considering that visual merchandising is a relevant marketing strategy in commerce, as it plays a crucial role in improving the shopping experience, understanding its practices is fundamental to improving techniques and strengthening the local fashion industry. Against this backdrop, this study looks at visual merchandising at Centro Fashion, a wholesale fashion center in Fortaleza, Ceará, in order to analyze how this strategy is applied there and how trade professionals perceive the impact it has. This study also aimed to: define what marketing and visual merchandising are; explain what the wholesale market is; describe what Centro Fashion is and identify the visual merchandising techniques most used by the stores that are present there, presenting the perception of the traders as to the impacts on the businesses. For this investigation, studies were carried out through bibliographical survey and field research, using systematic observation and questionnaire applied to 72 professionals from Centro Fashion. In view of this, it was found that the general environment of the Centro Fashion makes it difficult to effectively apply visual merchandising in most sectors and although the concept of visual merchandising is known by few, the techniques used have a positive impact on establishments, according to the perception of professionals. Thus, it is concluded that this study contributes to a better understanding of visual merchandising in the wholesale context of Centro Fashion, highlighting its limitations and potential.