Mr. Sushant Yadav, Sr. Faculty Grade-II, School of Retail & Fashion Merchandise, FDDI Chhindwara, has published a research paper titled “Store Environment as a Brand Language: A Critical Review of Visual Merchandising Elements and Their Role in Fashion Brand Positioning” in the Journal of Theoretical Accounting Research (JTAR), an internationally peer-reviewed ABDC-recognized journal, Volume 22, Issue 03s (2026).
The study reviews global research on visual merchandising and examines how store layout, lighting, colour, window displays, signage, fixtures, and material selection contribute to brand identity, customer experience, and purchasing decisions.
It highlights the store environment as an experiential medium for fashion brand positioning and identifies emerging research areas including Tier-II and Tier-III Indian retail markets, phygital retail, sustainable store design, and brand equity. The publication reinforces FDDI's growing research footprint and its commitment to academically rigorous and industry-relevant research in retail and fashion management.
