The effect of shopwindows on customers while buying ready-made clothing products

Nowadays; rapidly growing national and intrnational competition have become a threat to the ready made clothing shops. For this reason, ready made clothing shops are competing with each other, and giving great importance to shopwindows to attract the customer?s interest to the shops. Shopwindows have a great effect at the success of sales now. This research has been prepared to determine the important criterias at the design of shopwindows and to determine the positive effects of these criterias at the sales. Moreover, this research has also been prepared to determine the effects of the shopwindows on customers. Survey method has been used at this research and detailed investigations about marketing, shop design, customer behaviour and shopwindow design have been done. This research has been done in ready made clothing shops that is activating in the three big metropols in Turkey; i.e. Ankara, İstanbul, İzmir. 79 shops and 506 customers shopping in these shops are got the stage of determining the research specimen. When the results have been evaluated to understand the importance of shopwindows for shops, It has been seen that an effective shopwindow design is very important for the sales of shops. It has also been seen that shops give importance to every shopwindow design criteria especially for special lightning and showing campaigns. When the results have been evaluated to understand the importance of shopwindows for customers, It has been seen that customers are affected by all shopwindow features except mannequins and decoration objects. It has also been seen that customers are affected more from shopwindows at new seasons. It is suggested for the shops that they should give importance to their shopwindow design. And they should design their shopwindows according to the products they selling more.