캐쥬얼 의류 매장의 VMD 매뉴얼 연구 - Brand J를 중심으로

• 영문명: A Study on the Visual Merchandising Manual of Trendy Casual Dress Shop
• 발행기관: 한국마케팅과학회
• 저자명: 고용식(Ko Yong Sik)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2004 추계학술대회 발표 논문집, 645~672쪽, 전체 28쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2004.11.30

영문 초록

  Since the year 1997(IMF) the domestic clothing market caused a huge change in the distribution form and consumer"s purchasing pattern. The social change such as the expansion of the 5-working-day a week system and enlargement of the interest in the sports and leisure magnified the casual clothing market, and the purchasing pattern of consumers which prefers the rational price rather than the trend resulted in the saturated condition of the mid-low priced casual clothing market.
  With this alternative plan, while applying the same price strategy and distribution system, along with the difference, the Jyoning which is called as the trendy casual clothing which reflects the trend in the product and brand concept started to appear as the various concepts in the mid-low casual clothing market.
  With the rise of the trendy casual clothing, the change in the purchasing pattern from the quantitative period when the products which are displayed must be sold to the new purchasing pattern in which the consumers try to find the product which holds the distinction from other shops and other brands was introduced. Therefore, the new brands which became to have various mid-low priced casual clothing began to put much importance in the VMD than in the previous casual clothing market as the distinct marketing strategy.
  In this thesis, with the making of the new Jyoning in the diversified casual clothing market, the role of VMD which became to have much more Importance as the field for communication between the product and consumer Will be suggested, and the role of VMD as the image maker of the brand not only as the role for the mathematical display Will be proposed. For this purpose, as the marketing strategy of the brand in which all the concepts such as the product strategy of brands, advertisement, publicity, and sales environment are accorded, VMD will be made as a manual, and the effect of it through the shop managers (sales employees) in the individual shop will be tried to be deducted.
  On this, the VMD manual of the trend casual clothing which is the new Jyoning of the casual clothing is to be suggested. As for the method for it, the actual condition of the VMD for the casual clothing was compared and analyzed, and the result from the above process was supplemented and then was applied to the sample brand. Additionally, the content of the proposed manual reflected what the concept of the brand and trend commonly have as role for the keyword to the entire manual to utilize it as the marketing strategy. Then, in order for the direct application of the display and production method which are the most Important element of VMD in the sales environment of the casual clothing in the shop, the practical example for the usage of the fixtures in shops was demonstrated to suggest the difference from the previous VMD manual.
  Consequently, the VMD manual Will not be the form of the VMD manual which is thought to be only for the proposal, but will be changed into the marketing manual of the overall brand which reflects the role of the VMD as the marketing strategy, and this study proposed the new direction of the VMD manual which can be applied to the new pattern of the field.

목차

〈Abstract〉
Ⅰ. 서론
Ⅱ. 캐주얼 의류시장의 이해
Ⅲ. 캐주얼 의류매장의 VMD 비교 제안
Ⅳ. 결론
참고문헌