Popular Contemporary Window Display Composition and its Influences on Youths in Malaysia

Abstract

Consumers' expectations from retailers increase with the expanding market demand, where diversification in business strategies to satisfy consumers' expectations has become a managerial concern. The window display is one of the marketing methods that sell in silence, helps better decision making and improves the store's image. This paper will critically analyse the application of window displays at shopping malls in Kuala Lumpur. The investigation will help establish a better understanding of how the window display works in conveying product meaning, value and quality correctly towards youth consumers while assisting in improving meaning transfer that leads to strategic merchandising messages and sales.