Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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VMD(Visual Merchandizing) Strategy Analysis for Revitalizing Web Fashion Star shop

  • Lee, Kun-Hee (Dept. of Fashion design & Textile engineering, Chungwoon University)
  • Published : 2008.12.30
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Abstract

This study aims at providing comprehensive data which would be helpful to establish a web shopping mall by analyzing the structure of web fashion star shops which have recently emerged as a result of advances in digital technology and communication. For the purpose of analyzing VMD strategy used in web fashion star shop, we adopt both of the documental and empirical research methods, based on which we examine the concept of E-commerce and current business situation of web fashion star shop industry, and then analyze the main page, product category page and product detail page in a star shop featured by a male pop star within a web shopping mall. According to our analysis of the structure of web fashion star shop, in case of open market, a banner with star's image on it leads to star shop when people click on the link of the banner, and in case of independent mall, they show each star's unique style in the main page. Product category page is linked to each product detail page which presents items of various fashion coordinates, satisfying needs of consumers to follow star's trendy fashion sense.

Keywords

References

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