Las marcas de moda ecuatorianas y la utilización del visual merchandising como herramienta de comunicación

Abstract

The problem underlying the study is based on the lack of application of Visual Merchandising in the fashion brands that causes ignorance of them in Ecuador, a problem that is being investigated for the purpose of publicizing secret national brands, increase sales with innovative and competitive on the market and thereby generate sales, to meet consumer needs and create a lifestyle within a single department store. In research methodology applied to carry out the objectives through the use of qualitative and quantitative tools to emphasize different aspects that make the use of fashion in different brands of clothing. The basic types of research have been determined based on the need to incorporate two phases: research field that allows a direct approach between the researcher and reality, documentary research - seeking literature theories and concepts that expand and deepen research topic. The types of research to be developed are: Exploratory research as the topic to be studied is little known and requires an approximate picture of the object of study, descriptive research to identify the structure and behavior of the social phenomenon under study. Research will be conducted at 400 economically active persons, amount obtained by calculating the sample in the city of Ambato. The research promises effective results for a fashion brand, among the most important we have to inform the domestic market a fashion brand hidden for many years, potentiate sales through market research to find potential customers and generate innovative collections causing impact on the client, in turn meet the fashion needs to have the target in your daily life and psychologically force him to consume Ecuadorian product