여성 의류매장의 VMD(Visual Merchandising)에 관한 연구

Abstract

The purposes of this study are 1) to classify the consumer group according to clothing purchase store(departement store, road shop, discount store, Dongdaemoon & Namdaemoon markets) 2) to analyze the differences between VMD attributes which each consumer group value. The attributes on the VMD are categorized as 5 areas : 1) interior 2) show window 3) product display & display change cycle 4) color·light·music·small instrument 5) promotion(POP & salesperson). The data were collected from 238 females students and were analyzed by frequency, percent and χ2 - test.The results of this study are as follows : 1) On the attribute of Interior, there were significant differences in terms of flow in a store, rest area, the cleanness of floor, show case, and the merchandise itself. 2) On the attribute of show window, there were significant differences in terms of interst of show window. 3) On the attribute of product display & display change cycle, there were significant differences in terms of display method, and display change cycle. 4) On the attribute of color·light·music·small instrument, there were significant differences in terms of interest of color coordination, luminosity and effect of light, and necessity of music & small instrument. 5) On the attribute of promotion(POP & salesperson), there were significant differences in terms of aid of POP.