Staging and dramaturgy in the showroom

This work combines theoretical approaches to experiential communication and guidelines for strategic dramaturgy and staging with design parameters for experiential brand worlds and examines these in relation to the Austrian fashion retail sector. Design is understood as a communication tool and is examined from different perspectives in the course of this work. How are individual design elements of staging and dramaturgy in the showroom perceived by consumers? Does the targeted use of design elements of staging and dramaturgy in the showroom encourage purchases? In this book, the various topics are placed in context and examined from the consumer's perspective. This makes the book particularly relevant for executives, managers and academics in the field of retail and retail psychology.