Modern Economy, 2017, 8, 412-429 http://www.scirp.org/journal/me ISSN Online: 2152-7261 ISSN Print: 2152-7245 DOI: 10.4236/me.2017.83031 March 21, 2017 New Technologies Applied to the Fashion Visual Merchandising Juliana Paradinha Sampaio 1 , Welton Fernando Zonatti 1,2 , Francisco Javier Sebastian Mendizabal-Alvarez 1 , George Bedinelli Rossi 1 , Julia Baruque-Ramos 1 1 School of Arts, Sciences and Humanities, University of São Paulo, São Paulo, Brazil 2 Federal Institute of Education, Science and Technology of Rio de Janeiro, Rio de Janeiro, Brazil Abstract This paper presents how new technologies applied to visual merchandising at point of sale could influence on consumer buying behavior, mainly among the young cohorts, as well as generating experience and attracting new consum- ers. A critical review based in literature research was performed as methodol- ogy. The references are based on the theories of consumer behavior, buying experience, visual communication and new technologies applied to visual merchandising, more specifically focused in fashion market. Although young people are a key focus of actions of visual merchandising and that currently they are not only represented by the Generation Y (Gen Y), major part of the available literature on this topic is still focused on them. Thus, the most of following considerations were focused on Gen Y, which should be insightful regarded before being extended for other nowadays cohorts. It is concluded in addition that visual merchandising technological actions become themselves in- fluencers in the unique shopping experience, these new technologies applied to visual merchandising could provide cognitive, emotional, sensory and be- havioral values perceived by the shopper during the buying process. Keywords Marketing, Visual Merchandising, Fashion, Technology, Buying Experience 1. Introduction In the current 2010s digital scenes, characterized by interactive and instantane- ous network communication, as well as the purchase experience at point of sale (POS), fashion companies increasingly include these new digital processes in their visual merchandising. According to Porter [1] [2] technological innovation is a key factor for the How to cite this paper: Sampaio, J.P., Zonatti, W.F., Mendizabal-Alvarez, F.J.S., Rossi, G.B. and Baruque-Ramos, J. (2017) New Technologies Applied to the Fashion Visual Merchandising. Modern Economy, 8, 412-429. https://doi.org/10.4236/me.2017.83031 Received: December 9, 2016 Accepted: March 18, 2017 Published: March 21, 2017 Copyright © 2017 by authors and Scientific Research Publishing Inc. This work is licensed under the Creative Commons Attribution International License (CC BY 4.0). http://creativecommons.org/licenses/by/4.0/ Open Access