Analysis of emotions evoked by popular fashion store-front windows from the planning and application of focus groups

Abstract

The aim of this paper is to identify and associate emotions related to popular fashion storefront windows. With the reduced number of studies on popular fashion sales, we noticed an opportunity to consider the public at the base of socioeconomic pyramid in a city in northeastern Brazil. Such public represents significant numbers in the popular fashion market. Setting of from the application of focus groups with women’s fashion users, we approach topics related to storefront windows and emotions perceived from these shopping spaces. We presented four open-ended questions for the collection of data. The results were organized into tables related to the characteristics of storefront window designs and emotional inputs coming from the answers, selected between positive and negative ones. With the results, we intend to contribute towards a guidance of popular storefront window designs aligned with the specific public.