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

• Journal of the Korean Society of Costume
• /
• v.59 no.7
• /
• pp.100-113
• /
• 2009

The purpose of this study is to investigate how VMD structural elements affect fashion brand attitude and intention of store revisiting. For the research, we surveyed 200 females in their 20's and 30's, who are target consumers of SPA brands from April 10th to 15th in 2009. With SPSS 12.0 program, the data was analysed by frequency analysis, reliability analysis, factor analysis and multiple regression analysis. The results are as follows: First, regarding to the results of factor analysis, VMD structural elements were divided into the space layout and information factor, display and aesthetic factor, and store atmosphere factor. Second, intention of store revisiting was statically affected by fashion brand attitude and VMD structural elements, especially space layout and information factor. Third, we found differences in the path effects of VMD structural elements - brand attitude - store revisiting according to the familiarity of SPA stores. The results revealed that VMD structural elements are important marketing strategic tools affecting consumer's preference and store behavior on fashion brands.

• Fashion & Textile Research Journal
• /
• v.14 no.2
• /
• pp.222-229
• /
• 2012

This study examined and compared the two perspectives of consumers and employees on the perceptions toward visual merchandising (VMD) of fashion brands in a department store. Importance of VMD elements, roles of VMD, evaluations of VMD elements, and brand and store images were measured and compared. The two types of questionnaires were used to collect data from consumers and employees. A total of 327 consumer samples and 317 employee samples were analyzed. The results showed that there was no difference between the two groups in what VMD elements were the most important. While employees perceived of the role of VMD higher than consumers, consumers evaluated two VMD element factors higher than employees and showed higher store image. Such results were not different by brand types. The study implies that the higher VMD perceptions of consumers are desirable to manage VMD from the employees' perspective.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.28 no.2
• /
• pp.224-234
• /
• 2004

This paper is an exploratory research to identify the structural model suitable for the fashion brand attitude effect process of VMD structural elements. Under the circumstances of severe competitiveness in price-conscious casual brand, we intended to find measurement model of VMD effect to establish plausible brand specific VMD strategy. Since VMD is regarded as one of marketing stimuli like advertising, we introduced Mackenzie, Lutz, and Belch(1986)＇s advertising effect measurement model for the analysis. For the study, VMD structural elements were composed of controllable visual factors from store environment at the aspect of marketing strategy. As a result, the reciprocal mediation hypothesis model shows the best fit for the VMD stimuli. That is, under the cognition of interaction between VMD attitude and brand attitude, strategy must be considered to strengthen the attitude relation between VMD and brand. The second fit model was the dual mediation model which was adopted from Petty and Cacioppo＇s ELM. According to this, when you make use of VMD strategy, it is needed to consider both of affective and cognitive factors of VMD.

• Korean Institute of Interior Design Journal
• /
• v.22 no.2
• /
• pp.167-175
• /
• 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
• /
• v.25 no.2
• /
• pp.206-223
• /
• 2017

This study examines the role of visual merchandising (VMD) in creating effective interior displays for fashion "select shops"(shops that carry a wide selection of brands) amid the recent changes in consumption trends, with consumer needs becoming increasingly individualized and diversified. Fashion select shop interior displays can be categorized as self-service, showcase, counter, and environmental display spaces. Regarding the VMD elements that contribute to effective interior displays, we reached the following conclusions. First, in self-service displays, in order to heighten sales efficacy, display elements should be presented in such a way as to enable customers to select products with ease by themselves. Second, the mere presence of showcase displays was found to be insufficient; if, however, select shops use showcase displays to arrange products according to the flow of customer traffic, enabling the creation of a gentrified atmosphere for products, this may contribute to a differentiated image of brands, heightening perceived product value. Third, in counter displays, having a harmonious arrangement of display and presentation elements promotes sales by inspiring customer confidence. Fourth, regarding environmental displays, it is important for stores to have attractive interior designs and decorations in order to reproduce settings in which products are actually used, as this can inspire interest in products and promote customers' purchasing intention.

• Journal of Digital Convergence
• /
• v.19 no.11
• /
• pp.267-278
• /
• 2021

This study differentiated it from previous studies by selecting Chinese lifestyle shops in the current situation where lifestyle shops are rapidly emerging due to the increase in single-person households in China and changes in consumption patterns. The purpose of this study is to present basic data for establishing VMD strategies for domestic lifestyle shops wishing to enter China through the analysis of the characteristics of VMD elements. The results of this study are as follows.The research results are as follows. In the display elements of the VMD of Chinese lifestyle shops-GAROSU, CH'IN, and Nome, the appliances and props used differentiated shapes and materials according to the product concept and design. There seemed to be a difference depending on the concept of the lifestyle shop. Also, there were differences in the form of VP and the presentation method of PP and IP in VP, PP, and IP according to the store product group and the amount of products displayed in the presentation element. In a follow-up study, it is considered meaningful to conduct a study on domestic lifestyle shops and a comparative analysis of VMD between Chinese and domestic lifestyle shops.

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

• Proceedings of the Korean Institute of Interior Design Conference
• /
• 2002.04a
• /
• pp.135-140
• /
• 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
• /
• v.22 no.6
• /
• pp.119-129
• /
• 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.