A study on the VMD elements of fashion select shop interior displays
(주)코리아스칼라
- 최초 등록일
- 2023.04.05
- 최종 저작일
- 2017.04
- 18페이지/ 어도비 PDF
- 가격 5,200원
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서지정보
ㆍ발행기관 : 복식문화학회
ㆍ수록지정보 : 복식문화연구 / 25권 / 2호
ㆍ저자명 : Jihoon Choi, Mihyun Kim
영어 초록
This study examines the role of visual merchandising (VMD) in creating effective interior displays for fashion select shops(shops that carry a wide selection of brands) amid the recent changes in consumption trends, with consumer needs becoming increasingly individualized and diversified. Fashion select shop interior displays can be categorized as self-service, showcase, counter, and environmental display spaces. Regarding the VMD elements that contribute to effective interior displays, we reached the following conclusions. First, in self-service displays, in order to heighten sales efficacy, display elements should be presented in such a way as to enable customers to select products with ease by themselves. Second, the mere presence of showcase displays was found to be insufficient; if, however, select shops use showcase displays to arrange products according to the flow of customer traffic, enabling the creation of a gentrified atmosphere for products, this may contribute to a differentiated image of brands, heightening perceived product value. Third, in counter displays, having a harmonious arrangement of display and presentation elements promotes sales by inspiring customer confidence. Fourth, regarding environmental displays, it is important for stores to have attractive interior designs and decorations in order to reproduce settings in which products are actually used, as this can inspire interest in products and promote customers purchasing intention.
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