• Title/Summary/Keyword: Visual merchandising

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A Study on the Concepts and its Vision for Visual Merchandising in Korean Retail Shops (한국 소매점에서의 비주얼머천다이징 개념 정리와 방향)

  • Seo, Jung-Hwa;Youn, Myoung-Kil
    • Journal of Distribution Science
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    • v.14 no.8
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    • pp.153-160
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    • 2016
  • Purpose - The current distribution enterprises have realized the necessity for integrated and specialized images in their stores. From those reasons, visual merchandising has been considered as a powerful means towards brand value judgement as well as maximizing both brand and corporate identity. This research intends to study and discuss the current situations in Korean visual merchandising and its future concept setting. Based on the research findings, this paper tries to propose the basic concept for development strategies of visual merchandising in Korean distribution market. Although the studies on visual merchandising in Korean traditional markets have been continued, visual merchandisers have been distorted by display control centers in real situations. Therefore, this study tries to set both current and future concepts in visual merchandising for further discussions and a new complement formulation. Research design, data, and methodology - This study has investigated previous studies with the way of normative study by comparing, organizing concepts and relating terms on visual merchandising. In order to be an exact research, it seems to be more appropriate to analyze this study with a deductive analysis way rather than inductive as for getting the core of visual merchandising. Besides, this study changed the term 'visual merchandising' into 'VMD', and used it as an unified one. Results - Visual merchandising has an important key in retail planning. With focusing on organizing visual merchandising concepts, it should be adequate for domestic circumstances because there are various visual merchandising concepts with different perspectives. Thus, it is necessary to establish a concept including modern and Korean features through previous studies and data. Visual merchandising can be defined as followings. It enhances the value of shop images from visual aspects and conveys brand concepts effectively. Its task is to plan and manage products sales by combining three merchandising domains such as interior, display, and merchandising. Conclusions - There are some limitations on setting academic concepts in visual merchandising due to its features as to be taken in the field focused studies. More meaningful case studies should be performed as an area of future studies. Therefore, it is necessary to perform an effectiveness analysis on empirical visual merchandising state and present the course of development.

Online Visual Merchandising: an Impression Formation Perspective

  • Kwon, Wi-Suk
    • International Journal of Costume and Fashion
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    • v.9 no.2
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    • pp.19-34
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    • 2009
  • The purpose of this paper was to provide an overview of the existing literature on online visual merchandising and to propose an alternative theoretical framework in which online visual merchandising research can be conducted. Two streams of research including the e-tail service quality literature and the store environment literature from environmental psychology perspectives were reviewed in the context of online visual merchandising. An impression formation paradigm from social psychology was adopted to establish the alternative framework to supplement the existing online visual merchandising research and generate deeper insights into the online visual merchandising phenomenon.

The Influence of Visual Merchandising Congruity Perception on Brand Attitude and Purchase Intention: Focusing on Mediation Effect of Perceived Risk (비주얼 머천다이징 적합성 지각이 브랜드 태도와 구매의도에 미치는 영향: 지각된 위험의 매개효과를 중심으로)

  • Park, Hyun Hee
    • Fashion & Textile Research Journal
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    • v.16 no.2
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    • pp.235-244
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    • 2014
  • This study investigates the effect of visual merchandising congruity perception on brand attitude and purchase intention. In addition, this study examines the mediating role of perceived risk in the process. Four retail fashion brands with classic image were selected in the previous research to avoid the influence of different brand images. Questionnaires were distributed to 200 customers leaving the four fashion retail stores which were chosen by the previous research. A total of 167 completed questionnaires were analyzed using SPSS 18.0 and AMOS 7.0 statistical packages. The results were summarized as follows. First, visual merchandising congruity perception positively affected brand attitude. This result supports the match-up hypothesis. Second, brand attitude positively influenced purchase intention. Third, visual merchandising congruity perception did not directly affect purchase intention. Visual merchandising congruity perception indirectly influenced purchase intention by mediating brand attitude; however, it did not directly influence purchase intention. Therefore, the strategic approaches to enhance favorable brand attitude through visual merchandising congruity perception should be tried. Fourth, visual merchandising congruity perception negatively affected perceived risk. Fifth, perceived risk negatively affected brand attitude. Sixth, visual merchandising congruity perception affected brand attitude by mediating perceived risk. Therefore, it is needed to devise the visual merchandising strategy that lowers the perceived risk in order to make a positive brand attitude.

The Effect to Consumer's Attitude influenced by Emotional Marketing and Visual Merchandising at Fashion Store (패션점포에서 감성마케팅과 비주얼머천다이징이 소비자태도에 미치는 영향)

  • Kim, Ranim;Lee, Seunghee
    • Journal of Fashion Business
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    • v.17 no.1
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    • pp.1-12
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    • 2013
  • The purpose of this study was to classify consumer's attitude at fashion store and analyze the relationship between emotional marketing and visual merchandising. Questionnaires were administered to 20-30 young consumers at fashion store in 20-30s who live in Seoul and Daegu. Data were analyzed by using frequency, factor analysis, reliability analysis, correlation analysis, regression analysis, multiple regression analysis, mediated regression analysis, analysis of variance, T-test, one way ANOVA. The results are as follows. First, emotional marketing had an effect on positive emotional response at fashion store. Second, visual merchandising had an effect on positive emotional response at fashion store. Third, emotional marketing and visual merchandising had an effect on positive relationship. Forth, positive emotional response had an effect on positive consumer's attitude. Lastly, emotional marketing and visual merchandising had an effect on positive consumer's attitude. The result of this study suggests to the fashion business that well managed various emotional response factor, positive emotional experience and desirable visual merchandising are necessary.

A Study of Comparison Analysis on Online Visual Merchandising Practices between Korea and China (한국과 중국의 온라인 비주얼 머천다이징 실행에 관한 비교분석 연구)

  • Park, Hyun-Hee;Li, Qin;Jeon, Jung-Ok
    • Journal of the Korean Society of Clothing and Textiles
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    • v.33 no.6
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    • pp.916-928
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    • 2009
  • The objective of this study is to investigate the differences in online visual merchandising practices of online apparel retailers between Korea and China. The 40 websites based on the sales were selected with 5 retail stores per website. Totally, 200 online retail stores were analyzed by content analysis and chi-square test. As a result, 8 online visual merchandising factors were extracted: convenience, product presence, product information, service, interest, participation, aesthetics, and fitness. There were significant differences in all 8 factors of online visual merchandising practices of apparel retail stores between Korea and China. The contribution of this study is to supply for understanding of what are the online visual merchandising composition items and factors and how they were used differently between Korea and China in a real situation of online visual merchandising.

Factors Influencing Purchase Intention on Private Label Products

  • MAHARANI, Nina;HELMI, Arief;MULYANA, Asep;HASAN, Meydia
    • The Journal of Asian Finance, Economics and Business
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    • v.7 no.11
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    • pp.939-945
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    • 2020
  • This study aims to develop propositions about the factors that influence the purchase intention of private label products. These factors are: in-store promotion, visual merchandising, store image, and customer value. This study elaborates on some of the results of previous studies that have examined the factors that influence purchase intention of private label products that have been published on Google Scholar and indexed by Scopus between 1991- 2020, to develop a proposition. This paper fills a lack of Studies which discuss purchase intention from a consumer behavior perspective. From the perspective of consumer behavior, purchase intention is influenced by three factors, namely: intrinsic factors including: consumer value, extrinsic factors including: in-store promotions, visual merchandising and store image, and consumer factors. This paper defines purchase intention as the effort and strong urge to buy a particular product in the future, the possibility of considering buying the product, the decision to rebuy the product and the desire to recommend the product. The main findings of this research are several propositions, namely: in-store promotion, visual merchandising and store image directly affect customer value and purchase intention. The following propositions are: In-store promotion, visual merchandising and store image influence purchase intention mediated by customer value.

The Effects of Visual Merchandising on Solo Shopping Consumers' Store Satisfaction and Revisiting Intention - A Comparative Study of College Students in Korea and American - (의류매장 비주얼 머천다이징이 솔로 쇼핑 소비자의 점포만족과 재방문 의도에 미치는 영향 - 한국과 미국 대학생의 비교 연구-)

  • Ko, Jea-Jong;Suh, Yong-Han
    • Fashion & Textile Research Journal
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    • v.12 no.4
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    • pp.413-421
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    • 2010
  • This paper investigated the differences in the influence of visual merchandising on solo shopping consumers' store satisfaction and revisiting intention between Korean and American college students. Questionnaires were administered to 210 Korean(Pusan area) and 174 American students(Texas area) who had shopping alone in recent three month. The major findings of this study can be summarized as follows: First, the store atmosphere and display of visual merchandising had a positive effect on solo shopping consumers' store satisfaction in both groups, whereas the convenience layout had a positive impact on store satisfaction in Korean group and the promotion did in American group. Second, the store atmosphere and display of visual merchandising had a positive effect on revisiting intention in Korean group, whereas the store atmosphere, display and layout had a positive impact on revisiting intention in American group.

A Study on Visual Merchandising Effectiveness: Focused on the Differences in Effectiveness according to Merchandise Class (비주얼 머천다이징 효과에 관한 연구: 복종에 따른 효과차이를 중심으로)

  • Park, Hyun-Hee;Jeon, Jung-Ok
    • Fashion & Textile Research Journal
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    • v.13 no.2
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    • pp.215-225
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    • 2011
  • The purpose of this study is to identify the differences in persuasive effectiveness of visual merchandising according to merchandise class. For the experiment, 8 stimuli brands were selected. A total of 360 questionnaires were obtained from college students. The results were as follows. First, VM cognition were divided into 3 factors by confirmatory factor analysis: coordination, attractiveness, and function. Second, coordination and function had a positive effect on brand attitude. Third, brand attitude had a positive impact on brand loyalty. Fourth, it was revealed that merchandise class had a moderating role in the influence of VM cognition on brand attitude. This study has a meaning in that the theoretical extension of previous studies on VM was executed and demonstrated the moderating role of merchandise class when brand attitude was formed by VM cognition.

A Study on Visual Merchandising for the SPA Fashion Brands in Japan (일본 SPA 패션브랜드의 비주얼머천다이징에 대한 연구)

  • Lee Young-Sook
    • Journal of the Korea Fashion and Costume Design Association
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    • v.6 no.3
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    • pp.19-29
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    • 2004
  • The current fashion market is experiencing a lot of difficulties in fashion forecasting due to consumers' fast-changing lifestyle on fashion, changes in consumer behavior, and the segmentation of the fashion market. To cope with this harsh reality, many fashion enterprises have paid much attention to the SPA (Specialty Retailer's Store of Private Label Apparel) brand as a promising fashion marketing strategy in terms of which they can survive in the extremely competing fashion market. The SPA brand is in the stage of inception in Korea, but the SPA brands such as MUJI and UNIQLO are already dominating the fashion business in Japan. Korea has just started developing the SPA brand, but its technological development, which was triggered by the success of 'BASIC HOUSE', is rapidly evolving. Under these circumstances, the SPA brand is getting vital for the fashion market in efficiently realizing consumers' requirements, revolutionizing the method for providing product information and the process of Marketing Mix Program, and expressing the value of shop. This paper studies the nature of the SPA brand and fashion merchandising system, and in turn examine the differences between the visual merchandising of the existing fashion brands and the Japanese SPA brands that are used as the fashion marketing strategy which is driven by the up-to-date technological system. Centering around these issues, we propose a visual merchandising system for fashion enterprises which serves to develop Korean-style SPA brands.

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The Study about Visual Environment in Fashion Store (Part I) - Focusing on the Elements of Store Visual Environment - (패션 점포의 비주얼(visual) 환경에 관한 연구 (제1보))

  • Kim Seonsook;Jin Sunmee;Hyllegard Karen
    • Journal of the Korean Society of Clothing and Textiles
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    • v.28 no.12 s.138
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    • pp.1617-1624
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    • 2004
  • The visual environment of the retail store is an important factor to attract consumers to the store, to satisfy consumers, and finally to increase retailers' profits. This study focused on store visual environment influencing consumer behavior. First, how store environment influenced time that consumers spent in a retail store was examined. Next, visual environment elements of the store that consumers perceived important were identified and the elements of store visual environment preferred by consumers characteristics were examined. Through the result of this study, retailers can realize importance of store visual environment and can also use the findings to establish a new visual merchandising policy of the store or to improve the store environment newly.