한국과 미국 백화점 윈도우 디스플레이 비교분석

오승희(Oh, Seung-Hee),정유나(Jeong, Yoo-Na) 한국실내디자인학회 2011 한국실내디자인학회논문집 Vol.20 No.4

This study identified characteristics of Christmas window display, which is one of visual marketing methods used in department stores, using cases of department stores in Seoul and the New York and to compare the characteristics between Seoul and New York department stores in order to extract the directions and components of window display in each country. Based on the photographs of Christmas window display at the sampled Seoul and New York department stores, we analyzed the window display of each department store. From the results of analysis were drawn conclusions as follows. First, as to the direction of Christmas window display design in Seoul and New York department stores, window display was designed using various themes according to the characteristic of each department store. In case of Seoul department stores, however, specific luxury brands linked to the characteristics of the department stores displayed their products separately, but in New York department stores, various Christmas themes, images related to the department stores, and products were displayed together according to the characteristic of the department stores. Second, among display components, the formative structure and the frequency of mannequin use were different between Seoul and New York department stores. Various formative structures and diverse mannequins used in the window display of New York department stores played the role of stamping the brand image of each department store and exhibiting various designs through window display.

화장품(化粧品) 점포선택행동(店鋪選擇行動)에 관(關)한 연구(硏究) -백화점(百貨店)과 대형할인점(大形割引店)을 중심(中心)으로-

선정희 ( Jung Hee Sun ),유태순 ( Tai Soon Yoo ) 한국패션비즈니스학회 2004 패션 비즈니스 Vol.8 No.2

The purpose of this study was to classify the contents of department stores and large-scale discount stores of consumer on information source, shopping orientation and store image in an effort to determine which variable gave a crucial impact on cosmetics department stores and large-scale discount stores selection behavior. The subjects of this study were 557 adult women visited department store and large-scale discount store in Busan. The data were analyzed by using Factor analysis, Frequency analysis, Correlation analysis, Cronabach α and Regression analysis. The results were as follows; 1. There was a difference in the demographical characteristics on department stores and large-scale discount stores of consumers. 2. Shopping Orientation of consumers were categorized into 5 types, and information source of consumers did 3 types, and store image of consumers did 5 types. 3. Leisure utilization, store & brand loyalty, store information, personal information, massmedia information, product & operate on, store atmosphere & salesperson and shopping convenience had positive correlations with cosmetics department stores selection beavior. but convenient location, rationality & economy and sales promotion had negative correlations with cosmetics department stores selection beavior. 4. Rationality & economy and sales promotion had positive correlations with cosmetics large-scale discount stores selection beavior. but convenient location, leisure utilization, store & brand loyalty, massmedia information, product & operate on, store atmosphere & salesperson and shopping convenience had negative correlations with cosmetics large-scale discount stores selection beavior. 5. Age, income, business(-), convenient location(-), rationality & economy(-), leisure utilization, store & brand loyalty, store information, personal information, massmedia information, store atmosphere & salesperson, shopping convenience and sales promotion(-) had a direct effect on cosmetics department stores selection beavior. Age, income, marriage, education had an indirect effect on department stores selection beavior through information source and store image, and information source did through store image, and shopping orientation did through store image. 6. Rationality & economy, convenient location(-), leisure utilization(-), store & brand loyalty(-), buying independence(-), personal information, massmedia information(-), product & operate on(-), shopping convenience(-) and sales promotion had a direct effect on cosmetics large-scale discount stores selection beavior. Age, income, marriage, education had an indirect effect on large-scale discount stores selection beavior through information source, shopping orientation and store image, and information source did through store image, and shopping orientation did through store image.

국내 백화점의 패션매장 구성과 브랜드 전개현황 분석

유지현 복식문화학회 2001 服飾文化硏究 Vol.9 No.3

This study analyzed the trends of fashion market in 15 branch stores of 3 major department stores in Seoul. The purposes of this study were to classify fashion zone and brands in each floor of the department stores, and to analyze the rate which a fashion brand was located in each department store. The results were as follows : 1.There were sundry goods on main floor, women's clothings on 24th floor, men's wears on 4-5th floor, sports & golf wears and infants & children's clothings from 6th floor to the top in most department stores. 2.Lotte Chamshil branch had the largest number of fashion brands in it, the next was Lotte Main store and followed by Hyundai Chunhoe branch, Shinsegae Gangnam branch, Hunndai Shinchun branch, Lotte Gangnam branch, Hyundai Main store, Hyundai Muyek-Center branch, and Lotte Youngdeungpo branch, etc. 3.The fashion categories of the Lotte Department stores were segmented as the Casuals (character, young, young basic, career, town, jean, city), Young worlds, Imported beautique, Madams, Designers(beautique), Intelligences, Unisex, Ladies formal wears, the Seasonables, and the Formals, Missy Careers. This was the most various fashion market segments among 3 major department stores. This store had 667 Women's fashion and Casual brands. The Chamshil branch and Main store were intensified the Casual & Beautique zone and diffentiated it from other Department stores by displaying men's wears & sundry goods on 5th floor. 4.The fashion categories of the Hundai Department stores were segmented as Women's wears, Women's casuals, Young-Adult, Young live, Women's former wears, Royal beautique and Young characters. It was less segmented than other Department stores. Total number of Women's fashion and casual brands were 471 brands. The market segmentation of fashion zone was well done at Chunho branch and Shinchun branch. It was intensified that Fashion sundry goods at Muyeuk-Center branch and The Women and Young fashion zone at Chunho branch. 5.The fashion categories of the Shinsaegae Department stores were segmented as Casuals (young, young character, X-, missy, career, character), Imported beautique, Designer's characters, Young basics, Elegance, Missy, Young weave, Original brands. This store had 304 Women's fashion and Casual brands, Shinsaegae has also developed it's own brand(PB items) and classified as the Original zone which differentiated it from other Departments. 6.The Deco was the most popular brand in the department stores, the next were Micha/Botticelli, and followed by Darks/System/Izzat Baba, Givy/Obzee/Lee won jae/Kim yeon Joo, and so on. The target of 6out 10 brands which were included in here were career women of age 20 to 30 ages. The Price rate were from 200,000 won to 300,000 won.

A Study on the appropriateness of the Teukyakmaip system operated by department stores in Korea

Seongsoo Kim,Seungmi Kim 한국유통과학회 2013 KODISA ICBE (International Conference on Business Vol.2013 No.-

Purpose - The domestic distribution market has been seeing rapid growth with power retailers, namely large distribution companies as the center since the market was opened in 1996. The large distribution companies have tightened a strong hold over a retail market, and then they have raised their bargaining power over their vendors in a large way. However, the public voices demanding restraint of the companies are rising and the government policy is being carried away in such a direction. Through establishment of related laws and enforcement of other means, support for restricting the forms and practices of transaction by the large distribution companies like department stores is growing. The study is aimed at seeking for the right direction making department stores, vendors, and customers win-win in the market through researching into the current condition of operation of Teukyakmaip system***-the distinctive trade system of Korean department stores-and the precedence cases. Research design - The study was made upon the request of the Korea Department Stores Association (“KDSA”) and the period of the study was from March 27 to May 20 in 2013. We conducted several investigations simultaneously consisting of an examination of various materials, analysis of preceding research, an interview with the incharges of department stores, and an in-depth survey on seventy two (72) vendors of three (3) main department stores which are the parties to the Teukyakmaip transaction. Results - We tried to verify whether the question that the Teukyakmaip transaction is beneficial to department stores, but unfavorable to vendors really makes sense. Significant results including figures and tables came out through the abovementioned method. Conclusions – And to conclude, the Teukyakmaip system is still in the interests of the vendors vulnerable to funding and brand power. Therefore, department stores with the government will keep and develop the system in order to

백화점의 판매수수료 현황 및 정책대응 방안

이정희(Lee Jung Hee),황성혁(Hwang Seong huyk),김성민(Kim Sung min) 한국유통학회 2010 流通硏究 Vol.15 No.5

백화점은 우리나라 유통시장에서 전통적인 대형 유통업체로 자리를 잡고 있었다. 1997년 우리나라의 외환위기 이후, 백화점은 3사를 중심으로 집중도가 높아지면서 납품업자와의 관계에서 우월적인 지위를 가지게 되었다. 그 중에 하나가 판매수수료이다. 판매수수료란 제조업체를 대신하여 제품 판매에 기여를 한 유통업체가 판매 가격에 일정 부분을 가져가는 것을 의미한다. 즉, 백화점에 입점한 업체들이 제품 판매액의 일정부분을 백화점에 지불하는 것이다. 그런데 납품업체의 입장에서는 이러한 판매수수료가 매우 높다고 인식하고 있다. 그러나 한편에서, 백화점은 납품업체를 대신하여 고객을 모으고 판촉활동을 하여 새로운 부가가치를 창출하는 역할을 하기 때문에 단순히 판매수수료가 높다고 말하는 것은 부당하다고 주장하고 있다. 이러한 상황이 발생한 것은 백화점이 직매입보다는 수수료 위주의 매장 운영을 보이기 때문이다. 백화점의 수입은 판매수수료에 좌지우지 될 수밖에 없고, 규모화와 백화점 브랜드 파워를 통한 거래교섭력 증대로, 납품업체와의 관계에서 판매수수료의 주도권을 높이고 있다. 따라서 이러한 백화점의 판매수수료와 관련된 대응정책으로 백화점의 독과점 구조 심화를 방지해야 하며, 납품업체와 공정한 계약 체결을 할 수 있도록 공정거래위원회의 불공정거래행위에 대한 감시가 강화되어야 할 것이다. 한편으로는, 백화점 업계의 자율적인 상생과 공정거래가 정착되도록 하는 환경조성도 병행되어야 할 것이다. Department Stores have been in place as typical large-scale retailer in Korean retail market. After Asian financial crisis in 1997, the market share of major three department stores has been increased and they have had a dominant position in relationship with vendors or manufacturers. Thus, they are able to control sales commission. Sales commission is defined as things that department stores which contribute to products sales instead of manufacturers take some portion of price as their revenue. In other words, vendors or manufacturers pay some amount of money from their sales by contracted ratio to department stores. The problem is that vendors or manufacturers think that sales commission is high. However, department stores have a different opinion that sales commission is not high because they generate new value from gathering customers and doing marketing activity on behalf of vendors or manufacturers. Because department stores have operated with business model of renting sales space to vendors or manufacturers instead of buying goods directly from them, this situation has been taken place. The revenue of department stores depend on sales commission. Thus, they want to get a dominant power to control sales commission in relationship with vendors or manufacturers. So, they have tried to increase their size and brand power. The considered policies related in sales commission of department stores are as following: preventing monopoly or oligopoly of department store, being strength of monitoring for department stores' unfair trade, strict enforcement of law for large-scale retailer's unfair trade, and inducing win-win strategy doing voluntarily by department stores.

CONSUMER RECOGNITION OF BUSINESS CATEGORIES IN JAPANESE DEPARTMENT STORES

Tetsuma Emmaru 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.10

Most Japanese Researchers and Business Practitioners recognize that Japanese department stores are in a period of decline. In spite of this decline, department stores in Japan still represent a six trillion yen market. Although department stores comprise a significant sector of the Japanese economy, there remain few studies dedicated to research on department stores. In contrast to the extant research, the current study relates to consumer behavior as it relates to the decline in department store sales. This focus is poorly represented in the literature. Specifically, the current study addresses two key problems. First, there exists a lack of discussion related to the category under which department stores can be classified. Second (and as alluded to above), there is a lack of unified research on department stores in the fields of commercial science, business administration, and marketing. To redress these shortcomings, the current study seeks to elucidate the factor of internal and external competitive superiority about the business category of Japanese department store. First, however, it is necessary to verify whether consumers recognize differences between department stores and other retail categories. Further, it is necessary to explain the nature of that difference. Using a sample of 246 Japanese respondents with internet research, I explore the degree to which consumers recognize department stores and Shopping Centers. Respondents were generated using service provided by Macromill.inc. The sample for this study consisted of internet users from randomly selected in Hyogo, Osaka, and Kyoto prefectures, in which the competition between department stores and Shopping Centers is keenest. And, this study adhere fundamentally to the scales of store images developed by Sakai (2012). The scales consisted of 28 items were measured on 7-point Likert-type opinion statements ranging from strongly agree (7) to strongly degree (1). I then performed t-test and a confirmatory factor analysis on participants’ responses. Results of this analysis served to identify differences in participants’ recognition of department stores and Shopping Centers. Result of t-test analysis demonstrated that 18 of 24 items are significantly different between them. Results of the factor analysis further demonstrated that department stores are characterized by Reliability of goods and services and Popular. Shopping Centers are also characterized by Reliability of goods and services and Popular, but are also perceived to have Convenient locations or institutions.

전시통제경제하 백화점업계의 동향

오진석(Oh, Jin Seok) 서울시립대학교 서울학연구소 2017 서울학연구 Vol.- No.66

이 논문은 전시통제경제하에서 백화점이 배급통제정책의 전개과정에 어떻게 대응하였으며, 총동원체제 구축에 따라 백화점업계가 어떤 모습으로 변화해 갔 는지를 검토한 연구이다. 1930년대 백화점업계는 치열한 경쟁 속에서 첨단의 광고와 선전 기법을 활용 해 소비심리를 자극하고 유행을 전파하여 ‘유행제조소’로서의 명성을 높이고 갖 가지 영업전술을 기반으로 성장을 거듭해오고 있었다. 그런데 중일전쟁을 계기로 전시통제경제가 전개되면서 여기에 크게 영향을 받았다. ‘사치품금지령’이 실 시되면서 백화점의 주요 취급상품이던 사치품의 판매가 금지되었고, 중소상업문 제가 심각해지면서 백화점의 영업을 규제해야 한다는 목소리가 고조되었다. 이 에 따라 총독부 관료와 재계 대표, 백화점업계 대표로 구성된 백화점위원회가 조 직되어 백화점 영업의 통제에 나섰다. 전시통제경제하에서도 총독부 관료와 독 점자본간의 유착관계를 기반으로 형성된 ‘자치통제’ 시스템이 강고하게 작용하고 있었던 것이다. 이에 따라 백화점들의 영업성적은 전시기에 들어서도 오히려 개 선되고 있었다. 한편, 일제는 배급통제정책의 진전에 따라 백화점에게 생필품 공급기관으로서 의 역할을 부여했다. 이에 따라 조선백화점조합이 결성되고 백화점들이 공동으 로 경영하는 배급회사가 조직되었다. 전쟁의 전개양상이 태평양전쟁으로 확대되면서 백화점의 변모양상은 더욱 가속화하였다. 기존의 고급사치품을 판매하면서 만들어졌던 ‘사치의 전당’이라는 이미지는 배급통제정책을 일선에서 구현하는 일 용필수품 배급기관으로 바뀌었고, 백화점이 집객을 위해 가지고 있던 전시기능 과 광고기능은 사용 목적이 바뀌어 일제의 총동원정책을 선전하는 수단으로 변 질되었다. 기존에 사적 이윤을 추구하는 자유주의 경영이념은 ‘공익’을 우선하는 국가주의 경영이념으로 대체되어 갔다. This paper is a study of how department stores responded to the rise of the rationing policy under the wartime control economy. It also examines the ways in which the department store industry transformed itself within the establishment of the total mobilization system. In the 1930’s, the department store industry was engaged in fierce competition using cutting-edge advertising methods to stimulate consumer psychology. The department stores used business tactics of building its reputation as “trend-makers” to transmit trends to common consumers. However, the department stores were greatly influenced by the wartime control economy that arose due to the Sino-Japanese War. With the passage of the “Law on the Prohibition of Luxuries,” the department stores were prohibited from selling their main product lines of luxury goods. As small-to-medium-size businesses suffered, more voices called for restrictions on department stores. Consequently, Government-general officials, financial representatives, and department store representatives formed Department Store Committee to take charge of implementing controls on department stores. Even under the wartime control economy, the close relationship between government officials and monopoly capital resulted in the establishment of an “autonomous control system” for the department stores. Consequently, the business outcomes for the department stores continued to improve even under wartime conditions. With the implementation of the rationing policy under the Japanese, the department stores adopted the role of supplying necessities to consumers. The Joseon Department Store Cooperative was formed and the department stores formed a supply company that they jointly managed. As the war grew with the expansion of the Pacific War, the transformation of the department stores also accelerated. The original image of department stores as “halls of luxury” that sold high-end luxury goods was changed as department stores became institutional suppliers of daily necessities under the rationing policy. The display function and advertising function that had attracted shoppers to department stores were reoriented to promote the Japanese policies of total mobilization. The previously liberal management philosophy which had chased private profit was replaced by a nationalist management philosophy that placed the public interest first.

백화점 및 브랜드 점포속성이 중국인 관광객의 백화점 및 브랜드 만족도와 충성도에 미치는 영향: 한류선호의 매개효과

제갈란 ( Jegal Ran ),박민정 ( Park Minjung ) 한국소비자학회 2016 소비자학연구 Vol.27 No.5

최근 중국은 세계 최대 해외 관광 지출국으로 주목받고 있으며 그에 따라 방한 중국인 관광객의 국내 소비지출 역시 증가하고 있다. 특히 한국 드라마가 지속적으로 인기를 끌면서 중국 관광객들의 패션상품 구매에 있어 한류의 영향력이 더욱 커지고 있는 가운데, 그로 인해 국내 백화점에서의 한국 패션 및 브랜드 상품에 대한 매출도 신장하고 있다. 그러나 중국 고객의 방한 쇼핑에 대한 기대치에 비해, 실제 구매 경험에 대해 불만을 느끼는 소비자가 늘고 있어 그들의 요구에 맞는 세분화된 상품 및 서비스의 제공이 필요한 실정이다. 이에 본 연구는 백화점 점포속성과 브랜드 점포속성이 방한 중국인 관광객에게 백화점 및 브랜드 만족도에 미치는 영향을 조사하고, 최종적으로 백화점 및 브랜드 충성도에 어떠한 영향을 미치는 지 실증적으로 분석하였다. 이어 한류선호가 백화점 및 브랜드 점포속성과 점포 만족도와의 관계에서 매개효과를 지니는지 살펴보고자 하였다. 방한 중국인 관광객을 대상으로 실증 조사를 실시한 결과, 백화점 점포속성에서는 하위요인인 백화점 인지도를 제외하고 서비스, 쇼핑환경 및 교통이 백화점 만족도에 유의한 영향을 미치는 것으로 나타났다. 브랜드 점포속성의 경우 하위요인인 브랜드 인지도를 제외하고 제품 및 디자인, 접점서비스가 브랜드 만족도에 유의한 영향을 미치는 주요인인 것으로 검증되었다. 이어 백화점에 대한 만족도가 높을수록 백화점 충성도 및 브랜드의 만족도를 제고시켰으며, 브랜드 만족도는 브랜드 충성도에 유의한 영향을 미치는 것으로 분석되었다. 백화점 및 브랜드 점포속성과 백화점 및 브랜드 만족도와의 관계에서 한류선호가 매개효과를 지니는지에 대한 검정에서는 유의한 결과가 도출되어 한류선호의 매개효과를 입증하였다. 본 연구는 지속적인 중국 소비자 유치를 위한 백화점의 체계적인 마케팅 방안의 수립은 물론 거대한 구매 잠재력을 지닌 중국인 관광 쇼핑시장에 대하여 효과적인 대응책 마련을 위한 정보를 제공하는데 연구의 의의가 있다. China recently attracts world`s attention as a biggest tourist consumer and according to this situation, the domestic consumption expenditures in Korea also increases. Particularly as Korean dramas are getting more popular, the impact of Korean Wave in Chinese tourists purchasing fashion items and the sales of domestic department stores and fashion brand shops is increasing as well. But the degree of satisfaction of Chinese consumers can not keep up with the expectation towards shopping Korean fashion items, that is the reason we need some new detailed products and service to offer meeting their needs. This study researched how the Store Attributes of department store and brand store affect satisfaction of visiting Korea Chinese and ultimately studied how the loyalty for department store and brand store changes. Also wanted to search whether the Korean Wave has the mediating effect for their satisfaction in Store Attributes of department store and brand store. According to the empirical survey of Chinese tourist, among the sub-factors of the Department Store Attributes except department store recognition, department store service, shopping circumstances and transportation had a significant impact on the Department Store Satisfaction. Except brand store recognition, in the case of Brand Store Attributes, service encounter, item quality and design were the significant factors of Brand Satisfaction. Also, the more Department Satisfaction people had, the more Department Loyalty have enhancement. The Brand Loyalty is crucially effected by the Brand Satisfaction. In Korean Wave Preference case, it has a mediating effect between Department Store and Brand Store Attributes and those Satisfaction, the mediating effect of Korean Wave Preference is demonstrated. This research has a signification to offer the effective countermeasure for the huge potential Chinese consumers shopping business as well as establish the systematic marketing strategy for the department store to have the continuous Chinese consumers.

CONSUMER RECOGNITION OF BUSINESS CATEGORIES IN JAPANESE DEPARTMENT STORES

Tetsuma Emmaru 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Most Japanese Researchers and Business Practitioners recognize that Japanese department stores are in a period of decline. In spite of this decline, department stores in Japan still represent a six trillion yen market. Although department stores comprise a significant sector of the Japanese economy, there remain few studies dedicated to research on department stores. In contrast to the extant research, the current study relates to consumer behavior as it relates to the decline in department store sales. This focus is poorly represented in the literature. Specifically, the current study addresses two key problems. First, there exists a lack of discussion related to the category under which department stores can be classified. Second (and as alluded to above), there is a lack of unified research on department stores in the fields of commercial science, business administration, and marketing. To redress these shortcomings, the current study seeks to elucidate the factor of internal and external competitive superiority about the business category of Japanese department store. First, however, it is necessary to verify whether consumers recognize differences between department stores and other retail categories. Further, it is necessary to explain the nature of that difference. Using a sample of 246 Japanese respondents with internet research, I explore the degree to which consumers recognize department stores and Shopping Centers. Respondents were generated using service provided by Macromill.inc. The sample for this study consisted of internet users from randomly selected in Hyogo, Osaka, and Kyoto prefectures, in which the competition between department stores and Shopping Centers is keenest. And, this study adhere fundamentally to the scales of store images developed by Sakai (2012). The scales consisted of 28 items were measured on 7-point Likert-type opinion statements ranging from strongly agree (7) to strongly degree (1). I then performed t-test and a confirmatory factor analysis on participants’ responses. Results of this analysis served to identify differences in participants’ recognition of department stores and Shopping Centers. Result of t-test analysis demonstrated that 18 of 24 items are significantly different between them. Results of the factor analysis further demonstrated that department stores are characterized by Reliability of goods and services and Popular. Shopping Centers are also characterized by Reliability of goods and services and Popular, but are also perceived to have Convenient locations or institutions.

스페이스 마케팅 요소를 적용한 백화점 VMD에 관한 연구

차지은,이정교 한국공간디자인학회 2018 한국공간디자인학회논문집 Vol.13 No.6

(Background and Purpose) Due to changes in consumption trends that favor value and experience, “space marketing” strategies that provide valuable brand experience to consumers have become important in Visual Merchandizing (VMD). In particular, the department store, which was the center of the retail market in the past, is using space marketing to provide differentiated value and experience due to competition with numerous distribution channels such as shopping malls and online retail. Therefore, we want to analyze the changes in space marketing at major department stores in England and France that have produced the concept of department stores and have undergone many changes in consumption trends. The purpose of this study is to extract strategic importance and elements of space marketing in department store VMD and provide useful data for domestic department store competitiveness strategies. (Method) In this study, we first examine the concept and status of VMD in Space Marketing and department stores. Based on this, we propose a VMD analysis model of department stores that uses elements from Space Marketing and VMD. By applying space marketing, VMD analysis is divided into environmental, spatial, and semantic elements. Nine elements are derived in total: placeability, harmony, scarcity, functionality, attractiveness, experience, identity, trend, and narrative. We analyzed the exterior and VP Zone of department stores in the 2018 S/S season. (Results) After analyzing the characteristics of space-marketing VMD in six target case department stores, the analysis by category appeared in order of spatial, semantic, and environmental factors. Detailed elements also appeared in order of identity, attractiveness, placeability, scarcity, functionality, experience, trend, narrative, and harmony. (Conclusions) The VMD characteristics of British and French department stores that are derived from this aggregate are as follows. First, it uses environmentally unique forms and works to have regional representation. Second, the attractive space, which forms a spatial style, is combined with the function of inducing a line of vision. The design of space is not just for aesthetic purposes, but for recognizing space and inducing natural movement. Third, stories or themes are used to form a differentiated identity for department stores. Forming a differentiated image of space, a long history, and professionalism are seen as the central measures for attracting a return visit and strengthening the brand. The analysis model proposed in this study shows that the characteristics derived have become a critical functional element in the case and that space marketing plays a significant strategic role in department store VMD. We expect the results of this study to be used as a basis for identifying trends in modern consumption and strengthening brand strategies for commercial spaces, including domestic department stores. (연구배경 및 목적) 과시보다는 가치, 소유보다는 경험을 중요시하는 소비경향의 변화로 소비자에게 가치 있는 브랜드 체험을 제공하는 ‘스페이스 마케팅’전략이 VMD(Visual Merchandising)에서 중요해졌다. 특히 과거 유통시장의 중심이었던 백화점에서는 복합쇼핑몰과 온라인 쇼핑몰 등 수많은 유통채널과의 경쟁으로 차별화된 가치와 체험을 제공하는 스페이스 마케팅이 대안으로 활용되고 있다. 따라서 백화점의 개념을 탄생시킨 종주국이자 소비경향에 따라 많은 변화를 겪어온 유럽의 영국․프랑스의 주요 백화점을 중심으로 그 변화양상을 분석하고자 한다. 스페이스 마케팅 전략이 활용된 VMD 구성요소를 분석하여 백화점 VMD에 있어서 스페이스 마케팅의 전략적 중요성과 요소를 추출하고 국내 백화점 경쟁력 강화전략에 유용한 자료를 제공하는 데 연구의 목적이 있다. (연구방법) 본 연구에서는 먼저 이론적 고찰을 통해 스페이스 마케팅과 백화점 VMD의 개념과 현황을 알아본다. 이를 바탕으로 스페이스 마케팅의 전략 요소와 VMD 구성요소를 도출, 재구성하여 스페이스 마케팅 전략요소를 적용한 백화점의 VMD 분석모형을 제안한다. 스페이스 마케팅이 적용된 VMD 분석요소인 환경적 요소, 공간적 요소, 의미적 요소를 기반으로 세부특성인 장소성, 조화성, 희소성, 기능성, 매력성, 체험성, 정체성, 유행성, 서사성 9가지 요소를 도출하고 주요 백화점을 중심으로 2018년 Spring/Summer 시즌 외관과 VP존을 한정하여 분석한다. (결과) 대상 사례 백화점 여섯 곳에서 스페이스 마케팅적 VMD 특성을 분석한 결과, 범주별 분석에서는 공간적 요소>의미적 요소>환경적 요소 순으로 도출되었고 세부요소는 정체성>매력성>장소성>희소성>기능성>체험성>유행성>서사성>조화성의 순으로 나타났다. (결론) 이를 종합해 도출된 영국과 프랑스 백화점의 VMD 특성은 다음과 같다. 첫째, 환경적 요소로서 독특한 양식과 작품을 활용해 지역적 대표성을 가진다는 점이다. 국가적 특색을 반영한 건축가나 예술가의 영향을 가미하고, 또는 역사적인 의미를 활용한다. 둘째, 공간적 요소로서 스타일을 형성하는 매력적인 공간에 시선과 동선을 유도하는 기능을 함께 이루었다는 것이다. 공간의 디자인이 단지 심미성을 위한 것이 아니라 공간을 인지시키고, 자연스럽게 동선을 유도하는 특성을 가지고 있다. 셋째, 의미적 요소로 스토리나 테마를 활용 해 백화점의 차별화된 정체성을 형성하고 있다는 점이다. 공간의 차별화된 이미지, 그리고 오랜 역사와 전문성을 형성하는 것은 재방문 유도와 지속적인 브랜드 강화를 위한 중심방안인 것으로 보여 진다. 본 연구에서 제안한 분석모형을 통해 도출된 특성이 선정된 사례에서 전체적으로 중요한 기능요소가 되었음을 알 수 있었으며, 백화점 VMD에서 스페이스 마케팅이 큰 전략적 역할을 하는 점을 확인할 수 있다. 본 연구의 결과가 현대 소비경향을 파악하고 국내 백화점을 비롯한 상업공간의 브랜드 전략을 강화하는데 기초자료로 활용되기를 기대한다.