패션 플래그십 스토어의 VMD 사례 분석

• 영문명: A Case Study of Visual Merchandising in Fashion Flagship Store Focused on Bean Pole and UNIQLO
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 이소영 김은영
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제18권 제2호, 123~134쪽, 전체 12쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2014.12.01

영문 초록

This study analyzes VMD elements in the flagship stores for fashion brands. For this study, two flagship stores were selected and store visits were undertaken five times in November to December, 2013. This study classified the flagship store into two types: Mind scape (e.g., Bean Pole) and Market scape (e.g., Uniqlo) stores. Findings showed that there was difference in visual merchandising strategy between the two types of flagship stores(e.g., mind scape vs. market scape). As mind scape flagship store, the Bean Pole appealed unique brand identity by visual merchandising in the store; and Uniqlo was aimed at market scape flagship store by providing variety of merchandise assortment in a store on a large scale. In the Bean Pole's flagship store, its “boutique format” layout was focused on visual presentation(VP) that supported brand image and an extensive aisle, which improves a store atmosphere. Otherwise, the Uniqlo’s flagship store with "racetrack format" layout emphasized item presentation(IP) by offering variety of assortment in item, color, and size. Also, the Uniqlo used a large scale window display, POPs, and a digital signage for promoting sales in the store. A managerial implication was discussed for fashion retailers to plan store design and a visual merchandising for improving shopping experience in retail environments.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 결과 및 논의

Ⅴ. 결론 및 제언

참고문헌

키워드

Flagship store Visual Merchandising store layout Fashion