Visual merchandising strategies : Stimulating a positive affective response from consumers

Purpose – The aim is to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – There is less expectation for products with universal functions to conform to local values, but when the product itself ties to social and cultural experiences, the local context should not be disregarded. When drafting strategies for the store environment, intimate apparel retailers should take this suggestion into account. This is especially true for international well‐known brands. A unified cooperate image is important, but perceived localness is also critical. For products tied to aesthetic and social elements, the degree of perceived localness becomes a critical point regarding product acceptance. Practical implications – The article provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Social implications – The strategic insights and practical thinking can have a broader social impact. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.