포괄적 비주얼 머천다이징 평가에 의한 럭셔리 브랜드 매장의 현상 분석 - 패션 브랜드를 중심으로 -

Abstract

(Background and Purpose) The roles and implementation schemes of visual merchandise, which is emerging as a comprehensive visual marketing strategy for businesses, are becoming increasingly diverse. Luxury fashion brands are actively using visual merchandise as a key branding and marketing strategy and implementing it in their stores. This study identify the characteristics of visual merchandise implementation for luxury fashion brands and predict the future of their visual merchandise strategy. (Method) This study began by reviewing the concepts of luxury fashion brands and comprehensive visual merchandise. To determine assessment standards of comprehensive visual merchandising of luxury brands, this study reorganized the criteria used by previous research. The study then selected and assessed five luxury fashion brands featured in Interbrand's 'Best Global Brands 2019', a list of the 100 most valuable global brands. To assess the comprehensive visual merchandising of these five brands, two visual merchandising professionals with more than 20 years of experience visited their flagship retail stores. (Results) The results showed that the comprehensive visual merchandising strategies of these five brands focused on—in descending order of importance—customer satisfaction, communication, marketing, entertainment, experience, and mood management. Moreover, their visual merchandise activities emphasized the importance of developing consistent visual information, such as point of purchase material and signs, and using and managing logos and symbols appropriately. The assessment also found that luxury fashion brands do not actively implement spaces accompanied by suspense, digital media performance and behavior experience in their stores. Furthermore, the merchandise presentation(MP) strategy of these stores focused on—in descending order of importance—item presentation(IP), visual presentation(VP), point of purchase presentation(PP), and experience presentation(EP). The brand identity was further accentuated through the iconic product display in the main space, the unique product display method, and the use of signature colors and display props. Also, Many works of art were exhibited in stores, linking brands with art and appealing to consumers for luxury. (Conclusions) In conclusion, this study found that, for luxury fashion brands, customer satisfaction was the primary focus of the comprehensive visual merchandising and IP was the main area for implementing comprehensive visual merchandising. Furthermore, these brands implemented differentiated comprehensive visual merchandising strategies through the selection and concentration of strategy, and the most important visual merchandise activities were those that expressed their brand image. Moreover, luxury fashion brands tried to create a static space in which consumers participated passively. These brands also appealed to consumers by creating a complex cultural space that utilized an arts-and-culture-based strategy. These findings can provide insights to fashion brands that market luxury goods for formulating a branding strategy, as well as to the numerous retailers engaged in fierce competition for gaining a competitive advantage.