The Adaptation of Fashion Business through Sustainable Visual Merchandising & Display (VMD) and Omnichannel Strategies in the Digital Era

Abstract

This research investigates the adaptation of fashion businesses to the digital era through sustainable visual merchandising and display (VMD) and omnichannel strategies. ธhe study aims to identify sustainable VMD practices, analyze the integration of omnichannel approaches, and evaluate their impact on business performance and customer engagement. A mixed-method approach was employed, combining qualitative and quantitative research. data collection included interviews with 10 fashion company professionals, case studies of 3 sustainable fashion brands, and an online survey of 100 consumers.
Key findings indicate that sustainable VMD practices, such as the use of recycled materials, energy-efficient lighting, and virtual displays, enhance brand reputation while aligning with environmental goals. Omnichannel strategies, including seamless online-offline integration and personalized digital tools like AR/VR, significantly improve customer experience and retention. These approaches collectively boost sales and operational efficiency, although challenges, such as high implementation costs, were identified.
This study provides actionable insights into sustainable and innovative strategies for fashion businesses to thrive in the competitive digital era.