Bridging consumer preferences and cultural norms in Sri Lankan lingerie retail through visual merchandising strategies

Abstract

This research aims to explore the interplay between Visual Merchandising, Consumer Preferences, and Cultural Norms within the context of Sri Lankan Lingerie retail. As the fashion retail sector in Sri Lanka undergoes transformative shifts, the challenge of aligning modern retail aesthetics with traditional values becomes increasingly significant. This paper seeks to investigate how Visual Merchandising strategies can effectively bridge this gap by resonating with Consumer Preferences while respecting cultural sensitivities. Using a mixed-methods approach that includes interviews, observations, and case studies of selected retail stores, the research intends to uncover successful strategies that enhance consumer engagement, influence purchasing behaviour, and foster a harmonious retail experience. The findings of this research hold practical implications for retailers aiming to create a retail environment that not only meets consumers because it's not only a customer experience but patronage of the brand/ product’s lifelong relationship with the consumer.