Abstract
The fast fashion process is an extension of the 21st century fashion sector, and it is used by more and more brands each day. Fast fashion was developed considering customer demand, and it is becoming popular for the same reason. As a result, the presentation of frequently re-created collection, to customers in shops has become a sustainable practice. There are many studies of purchasing behavior, and these studie sindicate that in-shop presentations of products greatly influence on customers’ purchasing decisions. It is a widely known in the fashion retail sector that necessity is not the sole determinant of purchasing behavior. The generation of demand is also a practice that should be cultivated intensely by the marketing business in fashion retail. Visual design includes practices which reunite re-created collections with combinations, styles and spaces that will generate demand. This study aimsto analyze these practices and examine the visual design process in the fashion retail sector. This study was conducted in the franchiseshops thatsell international fastfashion apparel since they do the most comprehensive visual design practices. The data were collected in interviews with visual designers, then analyzed and used to analyze and describethe process. The outcome of this study will contribute to visual designers’ Professional education curricula.
Keywords
Fashion Desing, Visual Desing, Fashion Retail
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