Methodological guidelines for the study of the visual merchandising of online stores for fashion goods in Bulgaria

Abstract

This article is an excerpt from the methodical development of athesis on a research o f the visual merchandising elements in online stores.
The research methodology is planned, organized and will be implemented within the frames of content analysis, inquiry and conjoint analysis. The aim of this paper is to show the role o f the content analysis in studying the optima! combination o f visual merchandising elements in online stores for fashion goods. This article discusses only some o f the methods and results, which will be examined and approved in the dissertation itself. The rest of them will be published in a book.