THE PHENOMENON OF MEMORABILITY IN THE NAME OF BRAND IDENTITY IN CURRENT SHOP WINDOW DESIGN: COMPARISON OVER TEXTILE BRANDS

Abstract

Current shop window designs are impressive, different and original in recent years. With the
window design of the stores, brands realize the memorable and catchy brand status they wish
to create in the consumer memory. For this reason, today's textile brands aim to stand out from
their competitors and to be remembered in the eyes of consumers by turning to installations as
well as digital and technological applications in shop window designs.To this end, the
importance of the design parameters used in window design is revealed. The shop window
designs of today‟s textile brands are important in terms of examining the values of color,
density, product variety and brand identity, and determining the phenomenon of memorability.
As a result, it turns out that the brand's relationship with the consumer in shop window design
depends on the attention given to design parameters in terms of 'memorability'.
In this article, the results of a survey study conducted with 66 participants in a virtual
environment has been focused in order to measure the importance of the design parameters that
constitute the concept of brand identity in terms of the current store window design of the
selected textile brands like Gucci, Lacoste and Zara.