O visual merchandising no físico e digital

Abstract

With the changes in retail after the COVID-19 pandemic, Visual Merchandising began to play an even more strategic role in the digital environment, becoming consolidated within hybrid retail. This study aims to analyze the adaptation of Visual Merchandising from the physical store environment to the digital space in the post-pandemic period, from 2022 to 2025, considering its influence on the consumer experience in the brands Zara, Farm Rio, and Riachuelo. The research adopts a qualitative, exploratory, and descriptive approach, based on a bibliographic review of Visual Merchandising, phygital strategies, and consumer experience, as well as an analysis of the official channels of the selected brands. The results indicate that Visual Merchandising has been redefined in the contemporary context, acting as a strategic tool to enhance the shopping journey, integrate sales channels, and strengthen the visual and symbolic identity of fashion brands.