A Stydy of the Effct of the ’Oriental Style’ Fashion Window Display Which Adopted by Western Fashion Brands
|School||Beijing Institute of Clothing Technology|
|Keywords||Fashion window display Western fashion brands the Oriental style Chinesecustomer Consumption culture|
In recent years, with the increasing purchasing power of Eastern customers, more and moreWestern fashion brands began to use oriental culture elements in their store windows. Then, the Oriental Style‘fashion window display emerged. The main purpose of this thesis is toinvestigate whether and how the Oriental Style‘fashion window display can achieve a positiveeffect in fashion retailing.The consequences show that, firstly, the purpose of these western fashion brands whoutilized the Oriental style‘fashion window display is to enclose the distance between brands andeastern customers and next, to gain bigger market share. Secondly, not only the increasingpurchasing power of the eastern customers but profound impact of visual culture induced thebirth of the Oriental style‘fashion window display. On the other hand, eastern customers wouldlike to see this kind of window display is confirmed by both questionnaires and focus groupinterview participants. But it can not persuade Chinese customers to finish purchasing is also beaffirmed.Meanwhile, researcher also gives suggestions on how to improve the Oriental style‘fashion window display: it is benefit for western fashion brands to get a deeper understanding oneastern culture and customer behavior before they take actions.