Impact of Online Visual Merchandising of Fashion Industry on Generation Z Customers
Gopu K.S

Gopu K.S, Department of Management, Amrita Vishwa Vidyapeetham, Kollam (Kerala), India.
Manuscript received on 01 May 2019 | Revised Manuscript received on 15 May 2019 | Manuscript published on 30 May 2019 | PP: 278-283 | Volume-8 Issue-7, May 2019 | Retrieval Number: G5179058719/19©BEIESP
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Abstract: Online visual merchandising is the act of using visual elements in order to enhance the overall experience provided by online websites. Online visual merchandising is all about creating an exciting and engaging webpage and designing the customer experience with it. There has only been limited number of studies done on online visual merchandising. The purpose of this study is to look into the main factors of online visual merchandising in fashion industry affecting the Generation Z customers. Further, this paper tries to understand the influence of these factors on their consumer behaviour. The data collected through questioners is analysed using regression analysis in SPSS software to derive the main factors affecting the online visual merchandising. The revealed that online visual merchandising has a significant effect on impulse buying behaviour of generation Z customers also three main factors of online visual merchandising are found to be 3D visualisation of the products, the customer experience provided and the easiness of the user interface.If the online marketers focus on improving these aspects in their website, there is a higher probability to attract a customer and a sale to happen thereby increasing the profit of the website. The results of this study will also help the online marketers to identify the strengths and weakness of their e-commerce site.
Keyword: Online Visual Merchandising, Generation Z, Fashion industry.
Scope of the Article: Knowledge Visualization.