Análisis del visual merchandising en las tiendas de ropa infantil implementadas por las marcas EPK, Offcorss, Tomaticos y Mic en la ciudad de Cali

Abstract

This research was carried out in the main children's clothing stores such as EPK, Offcors, Tomaticos and Mic in the Cali city, based on the identification of fundamental concepts in the area of visual merchandising that allowed to support its development. Techniques based on qualitative and quantitative research were implemented to collect data from potential customers of the selected stores, in this case they will be the parents. Therefore, an analysis of the results obtained will be carried out to critically conclude the strategies of these stores. Key elements were highlighted in the face of customer decision-making, among which are the decoration of the place, aromas, climate, atmosphere, attention of the seller, type of advertising and visual merchandising. A visual and physical comparison of each of the brands was made, taking relevant aspects such as colors, figures and shapes, as well as the factors relevant to the organization of their products through implemented strategies