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Indigenous Knowledge in Visual Merchandising of Textile Products

The purpose of this observational study was to document the indigenous knowledge behind visual merchandising practices used for selling textile products in Mexican craft markets. Data were collected in eight diverse markets of the Oaxaca Valley region. From the emergent design of our project evolved a model illustrating the factors that appear to impact visual merchandising decisions and a series of themes describing the visual merchandising practices evidenced. Themes generated included (a) grouping of similar products, (b) linearity of displays, (c) overlapping of products, (d) use of fixtures, (e) high levels of product density, (f) on-site production of products sold, and (g) wearing of products sold. The findings provide a useful framework for future work related to the marketing of indigenous craft items.