| Titre : |
Should online visual merchandising be given more importance as an emotional transmitter for Gen Z and millennials, rather than in-store visual merchandising these days? |
| Type de document : |
Mémoire |
| Auteurs : |
Marie-Juliette LOUVET, Auteur |
| Année de publication : |
2022 |
| Importance : |
40 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COMMUNICATION ; INDUSTRIE DU LUXE SECTEUR ; JEUNE ; MARKETING EXPERIENTIEL ; PRISE DE DECISION ; WEBMARKETING
|
| Résumé : |
Consumers' needs have evolved greatly in recent years and today we can see that they need strong emotional experiences with brands more than ever. The arrival of new technologies and new generations has something to do with it because the traditional ways of consumption and communication have changed and tend to be digital nowadays. In this sense, visual communication is very important for brands. Previous literature has shown that these visual elements, through visual merchandising in stores or online, can transmit emotions to consumers and can influence their purchasing decisions.
This study aims to understand what elements allow visual merchandising to influence consumers' decisions when shopping in stores or online for the new generations (Gen Z and millennials) and also to understand if digital visual tools have more meaning today for these generations who represent the future of consumption. Thanks to the qualitative analysis and the answers of the 10 people interviewed, we can determine that the physical store is still the preferred medium for the younger generation, however online sites must make efforts to increase their visual elaborations and stand out, as the two channels compensate each other. The visual merchandising of brands should be impressive and unusual to attract and captivate the eye of the consumers in order to provide them with positive emotions that will stay in their minds and will allow to maintain a long lasting relationship and trust between a brand and a consumer. |
| Programme : |
MSc Luxury Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564585 |
Should online visual merchandising be given more importance as an emotional transmitter for Gen Z and millennials, rather than in-store visual merchandising these days? / 2022 
