Online Visual Merchandising of Apparel E-retailers

Based on the empirical literature, this study takes an exploratory approach to investigate the current online visual merchandising practices of apparel e-merchants in the US and China. The Websites were content analyzed according to the manner of presentation, presentation technique, and product components. Some significant differences were found between the US and China's apparel Websites selected. Moreover, this study seeks to provide preliminary information and suggestions helpful for apparel e-retailers in developing countries to take primary steps forwards in the correct direction.