뉴욕 소규모 패션브랜드 리테일 샵의 VMD에 관한 연구

Abstract

As the necessity of new method of showing products by understanding the change of consumption motive is increasing because of new realization of life style, visual merchandising has been noticed, which is a major means in visualization of products through differentiating shops , in the retail market fields. The purpose of this study is to provide basic materials for establishing strategy of VMD in domestic corporations by researching and analyzing VMD cases in New York, USA. of the center of VMD. The method and range of this study is to rearrange factors of VMD based on advanced researches and relevant documents in the aspect of theory and classify factors of space, display and direction. The empirical study has been conducted by a group of professionals, aiming at the final analysis materials which are easy to identify with the naked eyes by extracting 49 shops in the small-scale Fashion Retail Brand shops among 150 shops collected around fashion brands in New York from July, 4th, 2011 to July, 15th, and the results are as follows. First, as the fact of space, floors and walls have unity in the colors and the quality of materials. first of all, as the floors are mostly made of wood material in the tone of brown the ancient image is kept, compared with department stores and multiple chains without rebuilding or repairing buildings. Second, as the factor of display, a number of characterful products are expressed as free concepts or images without limited images by using various furnishings, visual images, POP, props and lightings. Third, as the factor of direction, VP is focused on the compositions of a variety of products centering interior display rather than the image formation of window array and in the case of PP, the efficiency to secure new consumers has increased with a lot of furnitures, lightnings and POP. In case of IP, trendy styles are displayed on the top easy to secure sight and the rest products are consistently displayed according to color and products, so a lot of products are to be held and expressed as characterful shops. Fourth, the feature of showing vintage image intensively around SoHo is suggested and this result corresponds to the space composition with the ancient sense as the factor of composition. Through this study, the conclusion is drawn that the factors of VMD is composed for the concentration of products in the small-scale shops in New York, so the shops have unity mostly in spite of the development of concepts in each different shop, above all, VP is centered on interior rather than window array. Therefore, it is expected that buying rate will rise with exterior effects in VP through the composition of window array to sublimate products in image. The follow-up study is to conduct comparative study by analyzing VMD cases in multiple chains in New York.