The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

Fashion retail store facades and the creation of store image and store attitude

파사드가 의류브랜드 점포이미지와 점포태도에 미치는 영향

  • Seo, Joo-Hyun (Dept. of Clothing & Textiles, Graduate School, Hanyang University) ;
  • Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
  • 서주현 (한양대학교 의류학과 대학원) ;
  • 이규혜 (한양대학교 의류학과)
  • Received : 2015.04.29
  • Accepted : 2015.06.05
  • Published : 2015.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Successful use of displays in stores arouses consumers' curiosity, and induces them to purchase a product after a visit. Facade is a word meaning an external front wall of a building, and is usually the first point of visual contact for the consumers. The present study is an empirical investigation of external appearance of a clothing store, with a $2{\times}2{\times}2$ factorial design of facade, show window, and wall surface material designed for the purpose of the study. Dependent variables were store image variables and attitude toward store. A total of 320 questionnaires from male and female consumers were used for the analysis. Facade type and material had significant main and interaction effects, while show window type had no meaningful effects overall. A facade of irregular design prompted significantly higher levels of perceived 'elegance', 'uniqueness', and 'attractiveness' of the store. Material itself did not have significant influence but did have significant interaction effect with facade design. The interaction effect was found in store attitude as well. In order to create a positive store attitude, a concrete material facade should have an irregular design. Companies owning fashion brands should carefully select facade type and wall surface material in the visual merchandising strategies of a store.

Keywords

References

  1. Bae, J. S. (1994). A study on the display of the shop with focus on the method of VMD. Unpublished master's thesis, Konkuk University, Seoul, Korea.
  2. Bansal, H., Yammiyavar, P., & Anita, P. Y. (2013). A study on entrances and foyers in shopping malls and their role in influencing perceptions. Smart Innovation, Systems and Technologies, 34, 457-468
  3. Cha, Y. S. (2005). Store image and consumer satisfaction of SPA-typed retail store. Unpublished master's thesis, Kon-Kuk University, Seoul, Korea.
  4. Choi, M. H., & Yoh, E. (2014). Relationships of sensibility image of mannequin and apparel shop. The Research Journal of the Costume Culture, 22(6), 955-964. doi:10.7741/rjcc.2014.22.6.955
  5. Han, H. S. (2002). A study on the typical characteristic of composition for the facade of the fashion shop: Focused on fashion shops in Myongdong and Cheongdam-dong, Seoul. Unpublished master's thesis, Chung-Ang University, Seoul, Korea.
  6. Kerfoot, S., Davies, B., & Ward, P. (2003). Visual merchandising and the creation of discernible retail brands. International Journal of Retail & Distribution Management, 31(3), 143-152. doi:10.1108/09590550310465521
  7. Kim, J. H. (2002). Mediating effect of store environment on store image. Journal of Consumption Culture, 5(2), 85-106.
  8. Kim, M. J., & Shin, S. Y. (2006). The effect of the attitude toward the advertising and the attitude toward the visual merchandising on the attitude toward the brand. The Research Journal of the Costume Culture, 14(5), 766-775.
  9. Kim, S. Y. (2014). Case and value on the Prada's fashion communications through art marketing. Journal of the Costume Culture, 22(2), 258-272. doi:10.7741/rjcc.2014.22.2.258
  10. Lee, C. W., & Jung, P. W. (1993). Display practice. Seoul: Doseojulpan Ism.
  11. Lee, M. S. (2012). The effect of VM components on store image and purchasing intention of fashion stores: Focused on facade color and show window type. The Research Journal of the Costume Culture, 20(3), 416-429. https://doi.org/10.7741/rjcc.2012.20.3.416
  12. Lee, S. E., & Lim, S. (2008). A study on the effects of VMD. The Research Journal of the Costume Culture, 16(5), 795-811. https://doi.org/10.29049/rjcc.2008.16.5.795
  13. Lee, S. J., & Park, Y. S. (2006). A study on facade color design for building brand images. Journal of Korean Society of Color Design Studies, 2(3), 49-60.
  14. Lindquist, J. D. (1974). Meaning of image: A survey of empirical and hypothetical evidence. Journal of Retailing, 50(4), 29-38.
  15. Louviere, J. J., & Johnson, R. D. (1990). Reliability and validity of the brand-anchored conjoint approach to measuring retailer images. Journal of Retailing, 66(4), 359-382.
  16. Meagher, M. (2015). Designing for change: The poetic potential of responsive architecture. Frontiers of Architectural Research, in press. doi:10.1016/j.foar.2015.03.002
  17. Menezes, D., & Elbert, N. F. (1979). Alternative semantic scaling formats for measuring store image: An evaluation. Journal of Marketing Research, 16(1), 80-87. https://doi.org/10.2307/3150878
  18. Nobbs, K., Foong, K. M., & Baker, J. (2015). An exploration of fashion visual merchandising and its role as a brand positioning device. Journal of Global Fashion Marketing, 6(1), 4-19. doi:10.1080/20932685.2014.971491
  19. Park, H. H., Jeon, J. O., & Sullivan, P. (2015). How does visual merchandising in fashion retail stores affect consumers' brand attitude and purchase intention? The International Review of Retail, Distribution and Consumer Research, 25(1), 87-104. doi:10.1080/20932685.2014.971491
  20. Schielke, T., & Leudesdorff, M. (2014). Impact of lighting design on brand image for fashion retail stores. Lighting Research and Technology, 0, 1-21. doi:10.1177/1477153514541831
  21. Shin, J. K., Park, M. S., Oh, M. O., & Huh, J. B. (2013). A study on the effects of store attribute and store personality of SPA brand on store attitude. Journal of Marketing Studies, 21(2), 23-44.
  22. Shin, M. H. (2012). The influence of perceived price and VMD fitness of SPA brand on multi-dimensional commitment. The Society of Digital Policy & Management, 10(3), 39-49.
  23. Shin, S. Y., & Kim, H. S. (2002). A study on the VMD (Visual Merchandising) of female clothing store. The Research Journal of the Costume Culture, 10(6), 617-632.
  24. Yoo, C. J., Hyun, S. E., & Jeon, J. O. (1997). Structural analysis to store characteristics, in-store emotions and shopping behavior. Korean Marketing Review, 12(2), 1-27.