남성 패션 편집매장의 인테리어 디스플레이에 관한 연구

초록

In terms of the content of the study, firstly it sought methodology to grasp the characteristic of interior display based on VMD in multi-brand stores for men's fashion as a marketing strategy. Secondly, it analyzed VMD characteristics of interior display at above-mentioned multi-brand stores for men's fashion. Thirdly, VMD characteristics of multi-brand stores for men's fashion were drawn from the standpoint of interior display. For this, the study classified interior display into four; self-service display, showcase display, counter display and environmental display. As a result of research on elements of display and showing-off for effective performance of the relevant stores, the findings were as follows. First, self-service display enables efficient management of a store, and information provision and display of products needs to be arranged to create convenient shopping environment at multi-brand stores selling diverse brands. Second, showcase display may produce high-end store atmosphere at multi-brand stores for men's fashion of fashion specializing firms with much proportion of high-priced products, consequently enhancing brand values. Third, counter display, with demonstration of showing-off information of products and coordinated products, may invite customer's purchase desire. Fourth, environmental display may create pleasant shopping atmosphere by providing product information and arousing the customer's interest within the store.

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