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.