뉴욕 맨해튼 리테일 스토어의 VMD전략 특성 분석

Abstract

The purpose of this study was to examine store cases in the advanced and global city of New York, and to analyze their VM(Visual Merchandising) strategy characteristics for the strategical VM execution and development of retail businesses. The study limited the subjects to large-scale and famous retail stores located in Midtown and Soho areas in Manhattan, which are widely known as shopping areas. While visiting the stores in person, observation was executed, and the photo and video data collected was given to five VM experts to enable them to respond to a questionnaire survey. For the analysis, the classification system of the VM strategy elements suggested by the previous studies was redefined. Also, Using CSP and MP elements, the detailed criteria for the case analysis were set up, and the results according to the analysis criteria can be summarized as followings. 1) The VM of retail stores in Manhattan, New York City, was characterized by a high frequency of visual presentation, which seemed to be used as a very important VM strategy tool. 2) The high-end and luxury fashion, toy and sports stores showed a fairly strong tendency toward favoring experience presentation. 3) The comprehensive analysis of the CSP showed that the intensity of each strategy factor was relatively balanced, but store factor and product factor showed a relatively higher intensity than consumer factor. 4) Consumer factor showed the highest prevalence in the type of strategies that use sensitivity. Store factor displayed the strongest intensity in the type of strategies that use consumers' experience and identity. Product factor showed the highest intensity in the type of strategies that use diversity and harmony. 5) The digital video presentation of appealing graphics using state of the art technology was proposed to many stores. Based on these results, the study came to the comprehensive conclusion that of the VM characteristics of retail stores in Manhattan, New York, retail visual is one of the most important business strategies and 'compelling design appeal,' 'consumer experience,' 'differentiated brand identity,' and 'harmonious diversity' are utilized as important strategic values.