El Visual merchandising como estrategia de Posicionamiento de la marca BOHO en la ciudad de Ambato.

Abstract

Textiles Pasteur company, with its brand boho, has been dedicated to the design, production and marketing of clothing and accessories for all genders, in recent years one of the markets where it has introduced a higher level of competition is the market for clothing stores, due to the high demand created by the consumer. In this market there is a lot of clothing stores for all kinds seeking to meet their needs, tastes and desires of customers and prospects, it is for this reason that this research project has focused on making an internal and external analysis of the company in order to position the brand through visual merchandising. The company does not optimize their spaces, there are activities that are not efficient to accelerate the purchase decision-making in the research potential customers, it could be identified that must be corrected important aspects with regard to the exhibition of products to the environment BOHO store and if your image. The "exterior design and interior of the establishment to improve the positioning of the brand BOHO" It is proposed that is to provoke, inform and invite passersby to get inside the establishment, through the elements that form the outside of the store : facade, signs, doors and windows of course. Once inside and through the elements of the interior architecture: hot, cold and natural area and the arrangement of furniture and design of the halls, getting a comfortable circulation flow, logical and orderly customers.