El tema de la presente investigación es “Elementos del Window Displays aplicados por tiendas de ropa y su influencia en la intención de compra en mujeres de 23 a 30 años del NSE B de la zona 7 de Lima Metropolitana”. La metodología de esta investigación es mixta de tipo correlacional, ya que se emplean datos cualitativos como cuantitativos y se busca asociar si existen relación o no ente dos variables (elementos del Window Displays e intención de compra). El principal objetivo de esta investigación es responder a la pregunta de investigación planteada que cuestiona si los elementos del Window Displays aplicadas por tiendas de ropa influyen en su intención de compra y comprobar la hipótesis propuesta, que señala que son tres los elementos (maniquíes, colores e iluminación). Es así que el objetivo general de investigación es indicar la influencia de dichos elementos. Para responder a dicho objetivo, como primer punto, se establecen los conceptos que intervienen en este estudio como visual externo, sus partes (rótulo, las entradas y las puertas y el Window Displays) y los tipos de compra de las personas. En la investigación cualitativa se recurrió a expertos en temas de Retail o Visual Merchandising y en la investigación cuantitativa a 129 personas pertenecientes al público objetivo con las que se realizó un análisis bivariado. Es así que se puede concluir que los elementos del Window Displays en mujeres de 23 a 30 años del NSC B de la zona 7 de Lima Metropolitana si influyen en su intención de compra. / The theme of the present investigation is "Elements of the Window Displays applied by clothing stores and their influence on the purchase intention in women from 23 to 30 years of NSE B of zone 7 of Metropolitan Lima". The methodology of this research is mixed correlational type, qualitative and quantitative are used in order to seeks if there is a relation or not between two variables (elements of the Window Displays and purchase intention). The main objective of this research is to answer the question of research raised whether the elements of the Window Displays applied by clothing stores influence their purchase intention and check the proposed hypothesis, which states that there are three elements (mannequins, colors and lighting). Thus, the general objective of research is to indicate the influence of these elements. To respond to this objective, as a first point, the concepts involved in this study as external visual, its parts (sign, entrances and doors and the Window Displays) and the types of people's purchases are established. In the qualitative research, experts in Retail or Visual Merchandising were consulted and in quantitative research, 129 people belonging to the target public were interviewed with a bivariate analysis. Thus, it can be concluded that the elements of the Window Displays in women from 23 to 30 years of the NSC B in zone 7 of Metropolitan Lima do influence their intention to purchase. / Trabajo de investigación

Research on consumers’ attitude on shop window displays is still a sphere that lacks attention from researchers in the field of consumer behaviour. Moreover, one of the most upcoming research fields recently is Islamic marketing field. Thus, this work is focused on the research of Saudi Arabia consumers’ attitudes on international brands shop window displays. For this purpose the questionnaire was created and spread out in the Kingdom of Saudi Arabia. There were 61 respondents who answered the questionnaire. Collected results were analysed using mix of qualitative and quantitative methods. Analysis showed that international brands make adjustments of shop window displays in Saudi Arabia. To add more, and most important, local consumers are willing to have more internationalised shop window displays with less cultural adaptation. / Program: Master programme in Fashion Management

In this comparative study, the design elements and visual merchandising approaches employed in window displays by high-end and fast-fashion retailers are investigated. The study utilizes a visual content analysis method with standardized evaluation criteria to analyze the window displays of six high-end and six fast-fashion stores located in Paris. By adopting an analytical framework adapted mainly from Morgan (2015) and Diamond and Diamond (2007), the research aims to uncover shared patterns and distinguishing factors in the approaches of these two sectors. The findings reveal clear differences in purpose, layout, visual weight, focal points, color schemes, and prop usage between highend and fast-fashion retailers. These insights offer valuable practical implications for enhancing the visual appeal of window displays in the highly competitive retail landscape