Proyecto de investigación derivado de proyecto profesoral análisis de la vitrina (Shop Window Design), como elemento del mercadeo de la experiencia en el punto y como texto publicitario, estudio de caso en las tiendas de ropa femeninas Stradivarius, Naf Naf y Zara en los centros comerciales de Cali, Unicentro y Chipichape

This paper examined how the design elements of the Window’ s stores of three specific brands contributed to the construction of the holistic experience of marketing in its consumer experience, through a theoretical four themes founded on authors and sources served as a reference in the Latin American context, in the textile category and as an authority in each of the issues; these are experience marketing, consumer behavior, visual merchandising and signs, each, analyzed from the point of view of the brands and consumers. All this done under an exploratory type of study, with the limitations that involves a research with low history and low access to the origin of the brands and restrictions of a franchise, but ultimately allowed to obtain the overall conclusion after learning that the intention of assembling the window’s stores by the brands, to analyze it as text advertising and study the perceptions and opinions of consumers, we can say that the elements of designs how case contribute to the construction of holistic experience as creative agents of sensations, feelings, thoughts, actions and relationships, as part of marketing experience

• Autores: Carvajal Losada, Valentina; Franco Penagos, Daniela; Tello Garzón, Gina Marcela
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2012
• Institución: Universidad Autónoma de Occidente
• Repositorio: RED: Repositorio Educativo Digital UAO
• Idioma: spa
• OAI Identifier: oai:red.uao.edu.co:10614/3382
• Acceso en línea: http://hdl.handle.net/10614/3382
• Palabra clave: Comunicación Publicitaria; Publicidad; Consumidores; Advertising; Consumer
• Rights: openAccess
• License: https://creativecommons.org/licenses/by-nc/4.0/