The Impact of Visual Merchandising on Brand Equity within the Sri Lankan Premium Apparel Retail Sector

This study centres on the relationship between brand equity and visual merchandising in Sri Lankan high-end apparel stores, and a mixed-methods approach was used here for data collection. Structured questionnaires, interview techniques, and stratified random sampling were used to gather the data. Statistical techniques, including ANOVA, multiple correlation analysis and chi-square testing, measured the relationship between visual merchandising and brand equity. The results show that the more a product is described, the higher the consumer's purchase intention. Also, dealer satisfaction and customer perception are related, so visual merchandising will affect customer behaviour. Moreover, research shows that visual merchandising does not only influence purchasing behaviour. It affects product brand image and is a factor in consumer choice. Furthermore, the study focuses on the importance of product quality and aesthetic value in building brand equity. As such, it is a massive boost to brand sales for apparel that uses visual merchandising. The findings suggest that the luxury apparel retail sector should focus on visual marketing.