백화점 뉴실버여성 의류매장 VMD에 대한 연구 - 중국의 베이징 신화백화점 의류매장에 대한 제안 -
A Study on Visual Merchandising of New Elderly Women’s Clothes in Department Stores: Suggestions for Chinese Clothing Stores
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Visual merchandising (VMD hereafter) has become a more important issue because it plays a vital role in promoting a company’s image and increasing sales. The purpose of this study is to investigate the effects of VMD image on new elderly female consumers’ purchasing behavior. The sThjects of the study were 150 elderly customers aged from 50 to 65 in BeiJing, China who are called the ‘new silver generation’.A survey was conducted to find out consumer attitudes towards the VMD of department stores and their purchasing behavior. The collected data was analyzed with frequency analysis. Through the results of the analysis, the following findings were discovered: First, the new elderly consumers showed a positive attitude toward the VMD of department stores so it seems important for retailers to make effective VMD methods for them as well as for younger consumers. Second, the new elderly consumers' preference for bright colors seems to reflect the fact that they always want to try to look younger, so the VMD display should use brighter colors. Third, as these elderly consumers grow older, their height tends to gradually shrink. Thus, the hanger height of department stores for them should be reduced accordingly, that is, 4-8 cm lower than ordinary hanger heights. As these elderly customers have the habit of shopping with a frequent need for sitting, it is important to make the face out presentation around the store. Based on the results of the survey analysis of the VMD aspect of the Lotte Department Store in Korea and XinHua Department Store in China, efficient VMD methods have been proposed to promote clothing sales for the elderly in the region.
Abstract
Visual merchandising (VMD hereafter) has become a more important issue because it plays a vital role in promoting a company’s image and increasing sales. The purpose of this study is to investigate the effects of VMD image on new elderly female consumers’ purchasing behavior. The sThjects of the study were 150 elderly customers aged from 50 to 65 in BeiJing, China who are called the ‘new silver generation’.A survey was conducted to find out consumer attitudes towards the VMD of department stores and their purchasing behavior. The collected data was analyzed with frequency analysis. Through the results of the analysis, the following findings were discovered: First, the new elderly consumers showed a positive attitude toward the VMD of department stores so it seems important for retailers to make effective VMD methods for them as well as for younger consumers. Second, the new elderly consumers' preference for bright colors seems to reflect the fact that they always want to try to look younger, so the VMD display should use brighter colors. Third, as these elderly consumers grow older, their height tends to gradually shrink. Thus, the hanger height of department stores for them should be reduced accordingly, that is, 4-8 cm lower than ordinary hanger heights. As these elderly customers have the habit of shopping with a frequent need for sitting, it is important to make the face out presentation around the store. Based on the results of the survey analysis of the VMD aspect of the Lotte Department Store in Korea and XinHua Department Store in China, efficient VMD methods have been proposed to promote clothing sales for the elderly in the region.
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