메종 에르메스 비주얼 머천다이징에 나타난 특징 - 윈도우 디스플레이를 중심으로 -

Abstract

The purpose of this study is to consider and analyze the VM’s characteristics of Maison Hermès which has tried continuously space presentations through the sensibility and differentiated strategy focusing on the flagship store window displays of Hermès. The framework for analysis of this study is established by related precedent studies. The results of this study were drawn through qualitative analysis of experts' group. The results of this study are as follows. Maison Hermès window displays have been unfolded a total of 57 times for 10 years, and have introduced a variety of themes by cooperating with 40 artists in various fields. Hermès set up eight types of themes in order to show the window displays, and these themes have been developed by the method of display presentation such as surrealistic, symbolic, mood, realistic, information. A majority of the participating artists was the Japanese. In addition, the display components such as the materials that can be easily accessible in everyday life, the object productions that were embodied the tangible and intangible image, the nostalgia, the child’s world, good, colors, etc., were most frequently utilized for an effective display presentation of the themes that have been set according to each season. The most frequently used development techniques applied Hermès windows’ VP were the ‘dépaysement’, ‘the descriptive narrative’, and ‘scene of dramatic contrast’. It turned out that a majority of the primary colors to make up Hermès window displays were analyzed by the red-orange and white color.