Online visual merchandising (VMD) of apparel web sites

Abstract

Purpose – The purpose of this study was to examine visual merchandising (VMD) elements of apparel retail web sites, to describe the state of apparel online VMD and to develop a taxonomy of online VMD cues whose effects can be studied empirically. Design/methodology/approach – A total of 50 US and 50 Korean web sites were content analyzed in terms of environment, manner of presentation, and path finding. Findings – Results of the study revealed that many VMD features of offline stores have been implemented online. In addition, some VMD features of online apparel stores do not have a direct offline parallel. The taxonomy of VMD cues can be used by researchers to systematically study the effects of the cues following the SOR Model. Research limitations/implications – Because of the descriptive nature of the study important discussions about possible effects of various VMD elements on consumer behaviors cannot be addressed. Future research needs to investigate the effects of different VMD features introduced in the study on diverse consumer behaviors. Practical implications – Using the VMD categories developed and coded in the study, online apparel retailers may be able to gain knowledge about online VMD features they can use to create desirable effects simulating those of in-store VMD. Originality/value – In spite of the strategic importance of VMD in online apparel stores, specific online VMD features that may influence consumer attitudes and behaviors have not been identified. Findings provide a comprehensive list of online VMD elements available from apparel web sites that are comparable to traditional offline VMD.