Plus size consumers: a inclusive proposal for Visual Merchandising

• Autor(a) principal: Los, Vivian Andreatta
• Data de Publicação: 2021
• Outros Autores: Brilhante, Mariana Luísa Schaeffer, Mardula, Emanoela, Babinski Júnior, Valdecir, Leithold, Camila, Stack, Ezequiel, Wolffenbüttel, Lauane Vanessa, Zimmermann, Maria Augusta
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Poliedro
• Texto Completo: https://periodicos.ifsul.edu.br/index.php/poliedro/article/view/2653
• topic: Visual Merchandising; Clothing retail; Plus size consumers; Visual Merchandising; Varejo de vestuário; Consumidores Plus Size

Through a field research based on a literature review, this article proposes a conceptual model for adapting Visual Merchandising (VM) in clothing retail for the plus size public in the city of Jaraguá do Sul (SC). To this end, department stores were visited to collect data about the organization of their respective Points Of Sale (POS). For the analysis of the collected data, six categories were stipulated: (I) gondolas; (II) fitting rooms; (III) hangers; (IV) identification plates (signage); (V) mannequins; and (VI) offer of available sizes. From this analysis and from the investigated literature, a framework was elaborated with the following VM elements at the POS: (I) nameplates; (II) conventional clothes rack and clothes rack for plus size pieces; (III) tables; (IV) traditional and plus size mannequins; and (V) adequate lighting. As a result, it is estimated that the model can contribute to the inclusion of plus size consumers in the usual clothing retail.