• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.177-186
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• 2011

VMD should be shifted from the store for the exhibition to the top selling store, the store that has something people want to buy, the store where people want to visit and the store that is convenient for shopping. To become the top selling store by using VMD to the information design, the primary research has been conducted on the females in Gwangju Metropolitan City by the questionnaire on the propensity to consume and purchase type. The secondary research has been conducted on the females in university who are fashion conscious. The tertiary research, by the questionnaire, has been conducted on the apparel store at the department store in Gwangju Metropolitan City. As a result of the research, it can be said that the best effect of VMD has been shown in the department store, and as the overall problem, it has become obvious that the standardized design was followed without taking advantage of the characteristics of each store.

• Korean Institute of Interior Design Journal
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• v.22 no.2
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• pp.167-175
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• 2013

This study aims to suggest a direction for interior space design for fashion flagship stores in the future where the brand identity can become correctly recognized by the consumers, and consumers can have various and differentiated experiences. As research method, theoretical concept review and case study on brand communication and VMD were used. Specifically, for review on brand communication, concept, strategies, and space types were explored, and, for review on VMD, concept, purpose, and expressive elements were researched. Also, the study looked at the relevance between and importance of strategy types of brand communication and VMD. Through these reviews, strategy types of brand communication and analysis criteria for VMD application were written based on the research and analysis of 8 cases in Korean and elsewhere. The results of this study is as follows: Based on marketing-oriented thinking with understanding of VMD, the plan must accurately understand the image and identity pursued by the brand, take into account the store layout, atmosphere, product concept, trend, and display, so that the store can communicate with the customers with cognitive consistency, diversity of senses, and differentiation from other companies. Currently, fashion flagship stores in Korea are concentrated on sales in expressing VMD, and, therefore, are difficult to deliver brand identity to consumers and they require diversity in expressive elements in doing so. Therefore, in the interior space design of fashion flagship stores in Korea, brand communication must enhance cognitive, behavioral, relationship, and culture marketing, and, requires confirming VMD expression in details by linking with brand communication and specific expressions based on it.

• The Research Journal of the Costume Culture
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• v.16 no.5
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• pp.795-811
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• 2008

The purpose of this study is the structural relations will be examined among the VMD image of clothe stores, emotional reactions of brand awareness, brand image, brand attitude, and purchase intention. An empirical study in experimental design was conducted to female college students in their twenties, who made a huge influential group in the fashion industry, by considering the VMD characteristics of clothing shops. It measured the effects of VMD based on the changes to the consumer attitude before and after the VMD renewals, the correlations between brand recognition and VMD, and the influences of VMD on brand recognition and image, which were considered as important factors in creating brand assets. The research findings were as follows: 1. There were differences in emotional reactions according to the VMD image changes before and after renewal. Considering that the consumers recognized the VMD changes before and after renewal and showed different emotional reactions, the VMD image seems to be a major variable affecting their emotions. 2. As for the changes to the VMD image and brand image before and after renewal, the consumers recognized the VMD changes before and after renewal and consequently recognized the brad images differently, which implies that brand image can vary according to the effects of VMD renewal and changes to the VMD image.

• Korean Institute of Interior Design Journal
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• v.22 no.6
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• pp.119-129
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• 2013

For commercial inner space, studies about brand communication and VMD to inform brand identity to customers are very important. Accordingly, the study conducted questionnaire survey about 'emotional reaction, brand recognition, brand communication and satisfaction on VMD expressional elements' of customers and brand-related personnel on the ZARA flagship store. Through analysis of difference of evaluation on surveyed items between customers and brand personnels, importance of direction of VMD design applying brand communication which can satisfy customers and application of brand communication was verified. Specific results of the research are as follows: First, comparing brand personnel's expectation of recognition of their brand from customers, substantial level of recognition of brand by customers was lower. It is necessary for improvement through consumer analysis in order to raise brand recognition. Second, as the result of analysis of emotional reaction on VMD, it needs to lead customers to positive emotional reaction close to the brand plan intention by inducing 'exciting and sensational' brand concept to emotional reactions through comprehensive VMD image management and leading to 'free and convenient' emotional reaction and then communications with customers and minimizing emotional differences. Third, for brand communication and creation of 'interest', intention of ZARA, it needs to get maximum communicative effects with 'young' VMD design. Fourth, for satisfaction survey on VMD expressional elements, customers was less satisfied than brand personnel. Accordingly, in order to raise customers' satisfaction, show windows, entry, mannequins and objets should be planned with priority and it should also satisfy customers through communications with customers including advertisement and marketing.

• Korean Institute of Interior Design Journal
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• no.17
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• pp.12-21
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• 1998

Due to rise in a more sophisticated consumer and free distribution of foreign goods domestic department stores have been confronted with the need to change marketing strategy. The VMD strategy has become increasingly important as the means in reaching the contemporary consumer who has been sensitized to a visual style of marketing strategy. The use of VMD organizational elements have enabled us to create basic planning data that more accurately reflect our current marketplace trends,. The positive influence and supporting role of visual merchandiser is needed more than ever and will be an important part of future profit and customer satisfaction regardless of whether the customer is driven from image buying values and product-quality issues.

• The Research Journal of the Costume Culture
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• v.15 no.4
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• pp.726-736
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• 2007

The purpose of this study was to identify VMD structural elements of apparel stores, and related variables. The related variables are contained shopping orientation, store types, consumer satisfaction and the intention to purchase in apparel stores. The data was collected from a questionnaire conducted on 378 female adults and was analyzed by frequency analysis, factor analysis, cluster analysis, ANDVA, regression, Duncan test, and reliability analysis. The results were as follows: (1) VMD structural elements of apparel store consisted of four factors: coordination/fitness, fashionability, attractiveness, and functionality. Shopping orientation consisted of six factors: recreational, rational, fashion oriented, convenience oriented, price conscious, and brand conscious. Shopper types consisted of four groups: recreational type shopper, economic type shopper, high involved shopper, and convenience oriented shopper. (2) Significant differences were find out between those shopper types and VMD structural elements. Significant differences were find out between store types and VMD structural elements. (3) VMD structural elements(coordination/fitness, functionality, fashionability) were influenced consumer satisfaction and the intention to purchase.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2002.04a
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• pp.135-140
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• 2002

In large commercial facilities, customer movements have a close interrelation between space structure and interior environment elements. With the importance of the spacial structure, VMD strategy has recently played greater role In the interior environment image to satisfy customers' needs. This study intends to examine the relationship among customer behavior, customer movement, and VMD by grasping customers shopping behavior characteristics that come from the relatively comprehensive factors in the female sections of the department stores through the environmental image that is composed of spatial and emotional elements. This study also serves the purpose that by tracking shopping time, shopping speed, and the ratio of shopping depth that directly reflects customer behavior characteristics, various causes, either general or specific, which can affect the decision on purchase are to be examined. Based on this research results, we bring up the basic data and foundation for floor MD plan, establishment of movement plan, and VMD plan at a store.

• Korean Institute of Interior Design Journal
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• v.23 no.4
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• pp.120-128
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• 2014

Due to prolonged recession and limited spending of the consumers, domestic fashion brands are putting their efforts in pursuing competitiveness in order to survive in an intense competition, and because of this reason, VMD is being considered significant as a strategy for store environment improvement. An empirical research regarding analysis for systematic strategic VMD configuration factors of fashion retail store and relationship of repurchase intention that have effects on increase in sales was conducted. Thus, this study considers importance and spatial interrelation of VMD configuration factors of fashion retail store through theoretical consideration, and based on this, VMD configuration factors were restructured into reconcilability, attractiveness and epidemicity. An empirical validation through theoretical hypotheses and survey for relationships among VMD configuration factors, brand preference and repurchase intention was conducted. As a result of path analysis, VMD configuration factors reconcilability, attractiveness and epidemicity have effects on repurchase intention, and it was analyzed that epidemicity has the biggest effect on consumers. Also, it was found that brand preference has effects on repurchase intention and through this, as favorability and customer satisfaction for brand has effects on repurchase intention, it is judged that creating a strong brand image and brand image building is important the most for improving brand preference.

• Journal of the Korean Solar Energy Society
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• v.34 no.5
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• pp.23-31
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• 2014

This study was accomplished to get the foundation design data of VMD(Vacuum Membrane Distillation) system for Solar Thermal VMD plant. VMD experiment was designed to evaluate thermal performance of VMD using PVDF(polyvinylidene fluoride) hollow fiber hydrophobic membranes. The total membrane surface area in a VMD module is $5.3m^2$. Experimental equipments to evaluate VMD system consists of various parts such as VMD module, heat exchanger, heater, storage tank, pump, flow meter, micro filter. The experimental conditions to evaluate VMD module were salt concentration, temperature, flow rate of feed sea water. Salt concentration of feed water were used by aqueous NaCl solutions of 25g/l, 35g/l and 45g/l concentration. As a result, increase in permeate flux of VMD module is due to the increasing feed water temperature and feed water flow rate. Also, decrease in permeate flux of VMD module is due to increasing salinity of feed water. VMD module required about 590 kWh/day of heating energy to produce $1m^3/day$ of fresh water.

• Journal of Fashion Business
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• v.6 no.3
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• pp.28-40
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• 2002

For modern man and woman, footwear is considered a fashion for expressing oneself, and not merely a protective tool for the feet. The purpose of this research is to increase the effect of sales promotional activities by emphasizing product image and by enhancing sales environment. Towards this end, this research focuses on the study of environment at footwear stores that meet the challenges incurred by the changing lifestyles of consumers and the ensuing dynamics of the society in general. Research is based on an in-depth, thorough study of the previous research works and entails examining theoretical background and the concept of Visual Merchandising Display (VMD). Research will focus on the analysis of current situation at footwear stores located in department store based on material research on footwear stores and theoretical examination. Research on the current situation of footwear stores at department store will be conducted from the VMD perspective. In the end, this research paper will make suggestions on the VMD measures for footwear stores with the aim of increasing sales by satisfying consumers' sensibility and purchasing desire. Suggestions will be made based on the results of the research. -Study of current VMD status per fixture centered on 18 brands at department store -Suggestions for VMD at footwear stores based on the survey results of customer purchasing behavior This research intends to develop structured VMD methodology for footwear stores based on the research centered on VMD research of footwear stores at department store. Significance of this research lies in its aim to contribute to the sales increase, no matter how trivial it might be. Going a step further, this research work could be considered one of the foundations for defining the role of VMD methodology at footwear stores. Suggested results are as follows. (1) Need to cast away from simple, one-dimensional type of display method at footwear stores and transform into product image oriented VMD (2) Need to highlight product image by fully leveraging props and by developing footwear display methods that are suitable for different types of fixtures (3) Need to stabilize VMD by developing footwear manual that enables efficient management by store operator.