Huom! Theseus-tuen yhteydenotto on poissa käytöstä teknisten huoltotöiden takia 11.–15.10.2019. Ongelmatilanteessa ota yhteyttä oman ammattikorkeakoulun kirjastoon.
Attention! Theseus Support e-mail is out of use 11.–15.10.2019. In case of problems please contact your own UAS Library.
OBS! Theseus Support e-post är ur användning 11.–15.10.2019. Om du har problem, vänligen kontakta ditt eget UAS-bibliotek.
The retail environment can be regard the most important marketing communication tool for fashion business, especially because consumer experiences this environment with all his or her senses. Visual merchandising as a part of the visual marketing and communications is possible to define what customer sees and experiences when reaching, entering and passing by in the store. Marketing elements in retail environment must be very important; it is said that even 70 per cent of the purchase decision is made in the fashion store; although it is impossible to say if there has been pushing elements like advertising, PR, friends, or just habits to purchase.
The aim of this thesis was to find out the case company’s statement of visual marketing today and clarify development needs for the future. Two stores of the whole chain were under investigation and the results can be exploited in those stores in the near future.
This thesis has been carried out as a functional thesis, and as a case study, due to commissioner’s needs. The theoretical framework consists of consumer behavior and customer relationship; things that affect consumer behavior, description of consumer’s buying process and customer relationship. Specialties on marketing fashion in retail store environment and visual marketing; description of what is visual marketing, meaning of visual marketing in a retail fashion store environment and definition of the AIDA –model used in successful marketing operations. Empirical part consists of theme interviews of the Karhulanlehto Ltd.’s personnel and a questionnaire for company’s customers.
The final conclusions and recommendations for the future are gathered from the study results. Overall, we can say that despite the unit, personnel is considered as professional and the service as high quality. Consumers want to shop in a store where cleanliness and clarity are the main functions. Colors and brands well-presented are those things that attract to consume in the future, too.