Optimization of Online Visual Merchandising Elements (OVME) on the Basis of Consumer Preferences

Abstract

The article reports the results of a research project on the newly emerging academic field of merchandising. The aim of the recent study is to offer an optimal combination of OVME in online fashion stores in accordance with users’ preferences. One of the main conclusions drawn from an analysis of pre-selected fashion items in the online environment, as well as the layout of online shops, was that the main attributes to be considered in online store space design result from content analysis (and are overviewed in detail in a previous publication of Katrandjiev, Hr. and Velinov, I.). The authors share their findings and offer a further direction of research.