Abstract
This study is part of an exploratory phase based on a systematic bibliographical review of the literature, which aims to find out about the main authors and new publications that contribute to the research still provisionally entitled “The Transcoding of Fashion Retail from the Real to the Virtual and the Reformulation of the Consumer Experience,” thus building the theoretical framework on the main research themes, branding, visual merchandising and consumer behaviour, without forgetting the concepts of transcoding, experience, real/virtual and storytelling (applied in the context of Fashion Design and its industry). Thus, the research studies the process of transcoding fashion retail from physical to digital, analysing what is maintained and what changes in the experience provided to the consumer as a result of this process and studying the strategies for reinventing visual merchandising and the role played by storytelling as a narrative mechanism capable of generating identification and loyalty through the way it projects the brand’s values.
Presenters
Gisele NepomucenoStudent, PhD in Fashion Design, Universidade da Beira Interior, Covilhã, Portugal Fernando Oliveira
Professor, Universidade Europeia, Portugal Catarina Moura
Assistant Professor (Professor Auxiliar), Arts Department, Universidade da Beira Interior, Portugal
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
STORYTELLING,ViSUAL MERCHANDISING,CONSUMER BEHAVIOR EXPERIENCE, FASHION DESIGN,CONSUMER BEHAVIOR
