Fashion retail strategies in-store design and planning: the case of South Africa

The study followed a consumer-centred approach in investigating the subject of visual merchandising in the South African fashion retail industry holistically. Inspired by the vision of 'Fashionomics' as a potential driver of economic growth, the primary research objective was to synthesise key visual merchandising elements to drive retail strategies in-store design and planning in the broader South African fashion retail market. This research study adopted a mixed-methods approach, analysing the data through directed content and factor analysis. This research study aims to reinvigorate South African fashion retail by targeting key visual merchandising elements, which South African fashion retailers can use as strategic tools. The key elements were determined from the consumer's perspective; hence, fashion retailers’ strategies may become more effective. Fashion retailers can differentiate themselves through the in-store environment created through unique visual merchandising strategy based on the identified critical elements and using them to gain a competitive advantage. The specified visual merchandising elements represent functions, activities, and business practices consumers value and demand. They reveal what consumers could see as a benefit to their relationship with the retailer. It was found that fashion retailers should implement good housekeeping – cleanliness and neatness, train customer-centric staff, and pay attention to fitting rooms, amongst a range of other visual merchandising elements in their retail strategies. As these three elements appear significant according to consumers, retailers will likely benefit the most by focusing on them.