브랜드 이미지 상승을 위한 쇼윈도우 디스플레이에 관한 연구 - 여성의류 매장 중심으로 -

A Study on the Show Window Display for a Improving the Brand Image - Focusing on the Career Woman's Dress Shop -

  • 오승희 (상명대학교 예술 디자인대학원 실내디자인학과) ;
  • 한영호 (상명대학교 예술 디자인대학원 실내디자인학과)
  • 발행 : 2005.05.28

초록

Show window display is a technique of arranging goods for sales promotion, namely, motivating and inducing customers to purchase products. It is not simply exhibiting articles but a technical expression of values retained in exhibited articles and an integrated visual art comprehending color, lighting effect, the customers' angle of vision, differentiation from neighboring stores, harmony with properties, assistive roles of relevant goods, and entire messages provided by these elements. Show window display plays the role of a medium that expresses brand images and attracts consumers. Through the medium, the company's brand image is recognized and the recognition determines the trend of brand sales. Brand images planted to consumers seldom change, and wrong recognition affects not only the brand image but also the company image. The present study purposed to suggest show window display employing brand images different from traditional show window display, to examine the effects of brand images on consumers' intention to purchase, and to propose display design.

키워드