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A Case Study of Fashion Brand Stores Product Visibility by their Entrance Locations
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패션 브랜드매장의 입구 위치에 따른 상품의 가시성에 대한 사례분석

논문 기본 정보

Type
Proceeding
Author
Park, MinJi (연세대학교) Lee, Hyunsoo (연세대학교)
Journal
Korean Institute of Interior Design 한국실내디자인학회 학술대회논문집 한국실내디자인학회 2015년도 춘계학술발표대회 논문집
Published
2015.5
Pages
245 - 248 (4page)

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A Case Study of Fashion Brand Stores Product Visibility by their Entrance Locations
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Abstract· Keywords

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The store display for domestic commercial spaces has seen rapid change in recent times. While the space itself has played a limited role in product sales in the past, it offers a variety of services to the customer at present, acting as a multi-service space. Additionally, VMD has become a key marketing factor for commercial retail space occupied by fashion item stores - especially clothing stores. Countless companies strive to captivate their customers by differentiating each store with a unique and distinct identity of their own. In order to achieve the store"s distinctiveness, the customer"s first encounter to the store -- the entrance, plays a vital role in recognizing the brand. The "M.O.T (Moment of Truth)" is a marketing strategy utilized with the emphasis that the customer determines a brand image as soon as they come into contact with the organization. This study will analyze the store entry, measuring the visual range at the entrance with the judgment that each customers recognize the store identity by its visibility at the entry. Furthermore, this study will also focus on the effect a difference in entrance location has on securing visibility. By analyzing clothing stores" product visibility by their entrance locations and providing suggestions using the quantitative data to secure visibility, the ultimate purpose of this study is to allow stores reach maximum visual range at their entrance.
#패션브랜드 매장 #상품의 가시성 #MOT #입구 #Fashion Brand Store #Product Visibility #Entrance Location

Contents

Abstract
1. 서론
2. 연구대상 및 방법
3. 사례매장 분석
4. 결론 및 향후 연구
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