An Analysis of the Effects of Showrooming on Consumerism

Introduction Due to popularity of smartphones and online shopping, over-the-counter sales of some retailers are decreasing (Bustillo 2012, Laird 2013, Zimmerman 2012a, b, c). According to surveys and statistics, electronic retailers such as Target and Best Buy have reduced the number of purchases per visit (Zimmerman 2012b). Bookstore sales also declined, but sales of books in popular online markets such as Amazon also increased.

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This report analyzes the performance of Impression Showroom and its representative Brazilian swimsuit company from a marketing perspective. Through analysis of products, promotions, prices and places, the Impressions showroom is trying to identify areas to be improved in order to continuously develop valuable businesses. Impression Showroom is a showroom located in the center of New York's clothing district. In 2005, we focused on introducing Brazilian brands to the US fashion market through publicity events and media presentations and sales. It occupies the floor at the corner of 39 - chome and 8 - chome, and the collection is divided into two different areas. Shoes, handbags, jewelry accessories, and fashion including bikinis and clothing.

Impression Showroom introduced Brazilian swimwear collection through several PR events and trade shows. To improve the performance of all swimsuit collections, the showroom analyzed several marketing factors, investigated which areas the showroom needs to focus on and decided to better influence in the US Did. The Brazilian swimwear line is dedicated to the products mentioned by CAVUSGIL and ZOU, and it requires better performance when exported. The product is unique, must have the cultural characteristics related to its country of origin, it is technically suitable for all imported goods and must have a certain export market competitiveness.