Fashion is a major part in our day to day life. Persistent changes define a fashion and this change has been influenced by the introduction of visual merchandising in apparel retailing. Over the years there have been significant improvements in the field of small-scale apparel industries. It has turned into a consumer centered approach rather than the profit centered approach. At present retail industry is consumer centric. Therefore, most of the retailing industries are trying to attract the consumer with the visual merchandising tools. The fashion is also fast changing. Every now and then new fashions are introduced into the market. This creates competition among retailers. Today’s fierce competition force the retailer to utilize various aspects of the visual merchandising technique to introduce new products to the consumer and also to improve the desirability of apparel products. The purpose of this paper is to investigate the tendency of consumer towards visual merchandising in retailing. The aim is to examine the influence of visual merchandising elements on consumer buying behavior. The study will explain the necessity of visual merchandising in the field of apparel business to meet the consumer demand.