Classifications and Strategic Directions of Multi-brand Fashion Stores in Korea

Kim, Soo-Yeon; Hwang, JinSook

doi:10.5850/jksct.2011.35.5.587

Cited by 5 publications

(1 citation statement)

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“…VMD는 제품에 정보가치를 부여하고 일정 상품의 이미지를 증대함으로써 매장 에서 상품의 정보와 브랜드의 메시지를 전달하고 이미지를 형성하는 전략이다 (Ru, 2003 (2015), Kim(2004)의 셀렉트샵 마케팅에 관한 연구, Kim(2003)의 셀렉트샵 유형별 전략 및 발전 방향에 대한 연구, Kim(2004), Kim and Hwang(2011) (Kim, 2003). 이러한 형태의 매장 은 패션 편집매장, 패션 멀티샵, 패션 컨셉샵, 패션 셀 렉트샵이라는 명칭으로 다양하게 사용되고 있는데 (Eom, 2015) (Choi, 2009).…”

Section: Introductionunclassified

A study on the VMD elements of fashion select shop interior displays

Choi¹,

Kim²

2017

The Research Journal of the Costume Culture

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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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Section: Introductionunclassified