A Study on the Multilayered Characteristics of Objects Appearing in the VMD of Domestic Fashion Brands

Abstract

(Background and Purpose) Currently, fashion brands are trying to provide differentiated brand experiences with creative spatial presentations that reflect consumers’ lifestyles and personalities. In particular, the VP (showroom) space in fashion brand VMD conveys the brand’s concept and image at its core through objects, allowing the consumers to experience the brand's value. Therefore, the purpose of this study was to seek ways to contribute to enhancing brand value by analyzing the multilayered characteristics of objects shown in VMD spaces and their interactions, focusing on domestic fashion brands located in Seoul. (Method) This study was aimed to derive strategic elements of the presentation characteristics of fashion brands by conducting theoretical review on references and case studies, and analyzing cases of presentation techniques based on object elements of showrooms centered on six domestic fashion brand VMDs. The spatial components of VMD were examined to extract object characteristics and expressive elements centered on the VP spaces. (Results) First, the analysis results showed that the strategic characteristics of the objects centered on the VP (showroom) spaces in the VMD of six domestic fashion brands were brand elements that visually conveying brand storytelling. Second, the VP space was highlighted with props and objects that represented the brand’s culture and tradition. Third, the presentation characteristics, displaying the object as a third space according to the new lifestyle, increased the immersion by creating an exclusive and overwhelming image for the public. Fourth, visitor behavior was induced in the space by presenting intentionally unfamiliar and differentiated images in VP space. The trend of object presentation in VP (showroom) was either to express the formative characteristics of the device and the value of the brand at the same time to display a new spatial dimension through a dual Message that can be felt from one space to another, or to apply objects as an expression for the brand identity and the product value. (Conclusions) As a result, it was found that conceptually and emotionally expressing the brand identity served as a key strategic element. It has played an important role in reinforcing the symbolism of space and effectively conveying the brand's culture and value. Furthermore, this suggested that spatial presentations and the use of objects based on sensory experiences can induce deep emotional connection with consumers and contribute to continuously forming positive recognition of the brand as a strategy for strengthening brand identity. However, since it was conducted mainly through qualitative analysis, the subjects were limited to some domestic brands, making generalization difficult. In conclusion, this study holds significance in suggesting a practical and differentiated direction for building brand identity by presenting a differentiated approach and multifaceted directions on VMD presentations for fashion brands.