백화점의 비주얼 머천다이징(VMD) 특성 비교 연구 - 국내 주요 백화점을 중심으로 -

Abstract

Recently, the consumption environment has been in many difficulties, such as shrinking consumer sentiment. Accordingly, major department stores in Korea are seeking strategies for a new sales environment. It is actively coping with changes in the consumption environment through new stores. This study examines from the perspective of visual merchandising, which is a means of promoting sales in the retail industry. The purpose of the study is to compare and analyze from a marketing perspective and to differentiate through visual merchandising. The research method finds a case of sales space that is developing space marketing as a means of visual merchandising. We look at the department store, a complex cultural space that provides various services along with product sales. In other words, the case is analyzed from the perspective of visual merchandising in the sales space that provides product sales and various services. The results of the study are as follows. First of all, the components of visual merchandising space were important in the order of EP zone, VP zone, HS zone, FP zone, PP zone, and IP zone. In addition, it was confirmed that there are many common elements in the direction and display of department stores. For example, there were no differentiated elements for each zoning, and the development of the overall concept, including the common part, could not be found to be unique. However, in a new attempt according to the concept, there were also positive aspects such as the expansion of eco-friendly spaces and customer spaces using green plants. In the end, from the perspective of visual merchandising, it was confirmed that domestic department stores had more common elements than differentiation. This, on the contrary, will be an opportunity to differentiate the sales environment. It is necessary to provide a differentiated sales environment through visual merchandising based on consumer sense and experience.