Online visual merchandising practice of apparel e-merchants

Due to the limited number of empirical literature regarding online visual merchandising, this study takes an exploratory approach to investigate industry practices for visual merchandising that may bring positive or negative consumer responses. The purpose of this study was to explore the current practices of visual merchandising among 32 apparel e-tailers. These apparel e-tailers were analyzed using content analysis. Based on our investigation, e-tailers will be able to justify the limitations and/or strengths of their current website. Developing online visual merchandising techniques will be helpful in creating the best e-shopping environment that would compete with or supplement the traditional retail channels.