Abstract:
In the competitive landscape of the clothing retail industry, the role of visual merchandising in
driving income generation has garnered substantial attention. This research proposal aims to
investigate the effectiveness of visual merchandising strategies In generating income for
clothing brands operating in Arusha Town Centre. Recognizing the significance of creating
compelling shopping experiences, this study delves into the intricate relationship between visual
merchandising techniques and their direct impact on revenue growth. By focusing on Arusha
Town Centre, a dynamic urban hub, the research seeks to provide valuable insights into the
local context while contributing to the broader understanding of visual merchandising's financial
implications. Drawing upon a mixed-methods approach, this research combined quantitative data analysis
and qualitative insights to achieve a comprehensive understanding. Quantitative data was
collected through online survey and structured questionnaire to quantify the financial outcomes
of various visual merchandising strategies. Qualitative data, was obtained via interviews with
clothing brand managers, visual merchandisers, and customers, provided contextual depth and
nuanced perspectives on the perceived impact of visual merchandising on customer behaviour
and income generation. The study's significance lies in bridging the gap between theoretical understanding and practical
application, offering evidence-based recommendations to clothing brand stakeholders. The
findings of this research have aid brand managers, visual merchandisers, and marketing
professionals in optimizing visual merchandising strategies for enhanced income generation. By revealing the specific visual elements that resonate with customers and contributed to sales
growth,this study has contributed to the advancement of both academic knowledge and industry
practices. This research contains the following key terms, visual merchandising, income generation, customer engagement, revenue growth, retail environment and clothing brands
