패션상품 쇼핑관광의 속성 및 만족도와 재방문의도 간의 영향관계 연구 : 쇼핑만족의 매개효과를 중심으로

오호려,홍민정,조용현 한국호텔관광학회 2016 호텔관광연구 Vol.18 No.6

In recent years, Chinese tourists visiting Korea have increased rapidly. Above all, Dongdaemun Fashion Town has become Chinese tourists' major buying place of fashion merchandise. The purpose of the study is to look into the influence of product attributes, shopping environment and salesclerk's service in fashion merchandise shopping tourism of Chinese Tourists visiting Dongdaemun Fashion Town on their satisfaction and revisit intention. To attain the purpose of this study, 300 questionaires were used for final data analysis targeting Chinese tourists in Dongdaemum Fashion Town. Collected data analyses including reliability analysis, factor analysis and multiple regression analysis were conducted using SPSS 19. The results of this study are as follows. The attributes of fashion merchandise shopping tourism were composed of three factors, each named as product attributes, shopping environment and salesclerk's service. All of these factors have a positive influence on shopping satisfaction and revisit intention. Furthermore, it is showed that shopping satisfaction has a significant influence on revisit intention of Korea. Lastly, shopping satisfaction was found to completely mediate the relationship between the attributes of fashion merchandise shopping tourism and revisit intention. From the results of this study, academic and practical implications are proposed.

포괄적 비주얼 머천다이징 평가에 의한 럭셔리 브랜드 매장의 현상 분석 - 패션 브랜드를 중심으로 -

최원선 한국공간디자인학회 2020 한국공간디자인학회논문집 Vol.15 No.3

(배경 및 목적) 최근 VMD의 역할과 실행이 보다 다양해지면서 VMD는 기업의 포괄적인 비주얼 활동으로 진화하고 있으며, 럭셔리 패션브랜드들은 VMD를 브랜딩과 판매를 위한 중요한 전략으로 활용하며 앞서가는 VMD를 매장에 구사하고 있다. 이에 본 연구는 럭셔리 패션브랜드의 포괄적 비주얼 머천다이징(CVMD) 상황에 대한 평가분석을 통해 실행특성과 방향성을 알아보는데 연구의 목적을 두었다. (연구방법) 따라서 본 연구에서는 이론적 고찰을 통해 럭셔리 패션브랜드와 CVMD에 대한 개념을 구체화하여 연구의 기초를 마련하였고, 선행연구에서 제시한 CVMD 평가항목을 럭셔리 패션브랜드의 VMD 평가가 가능한 평가항목으로 재구성하여 평가의 기준을 마련하였다. 다음으로,‘인터브랜드’의 2019년 글로벌 브랜드가치 조사에서 100위 안에 든 5개의 럭셔리 패션브랜드를 평가대상으로 선정하고, 20년 이상 경력의 VMD 전문가 2인이 플래그십 스토어를 방문하여 평가를 진행하고 분석하였다. (결과) 평가분석의 결과, 럭셔리 패션브랜드의 CVMD는 1 고객만족, 2 커뮤니케이션, 3 마케팅, 4 엔터테인먼트, 5 체험, 6 무드매니지먼트 전략의 순으로 실행되었다. 또한 POP, 사인 등과 같은 시각적 정보에 대한 통일된 내용의 전개와 로고, 심볼마크, 캐릭터디자인 등의 적절한 사용 및 관리를 가장 중요한 VMD 활동으로 실행하고 있다는 것을 확인할 수 있었다. 그리고 서스펜스를 동반한 공간연출이나 디지털 미디엄 연출, 그리고 소비자가 직접 행동하는 행동체험 연출을 매장에 적극적으로 도입하고 있지 않다는 결과를 확인하였다. MP의 분석에서는 1.‘IP’, 2.‘VP’, 3.‘PP’, 4. ‘EP’순의 강도로 실행되었고, 주요 공간의 아이코닉 상품진열, 브랜드만의 독창적인 상품진열 방법, 시그니처 컬러와 차별화된 진열 소도구의 활용이 브랜드 아이덴티티를 더욱 강조하고 있다는 결과를 분석을 통해 확인하였다. 또한 매장에 많은 예술작품을 전시하여 브랜드와 예술을 연결시키는 것으로 소비자에게 럭셔리함을 강하게 어필하고 있다. (결론) 본 연구를 통하여 럭셔리 패션브랜드의 CVMD 활동은 고객만족 전략을 가장 중요한 VMD 전략으로 실행하고 있으며 IP존이 럭셔리 패션브랜드의 가장 중요한 VMD 실행공간임을 알 수 있었다. 또한 VMD전략의 선택과 집중을 통해 차별화된 CVMD 활동을 전개하고 있으며, 브랜드 이미지와 아이덴티티를 표현하는 VMD 활동을 가장 중요한 실행으로 관리하고 있는 것을 알 수 있었다. 그리고 소비자의 소극적 참여가 이루어지는 정적인 공간연출을 추구하면서 문화·예술 전략을 펼치어 매장을 복합 문화공간으로 만드는 특징이 있었다. 이러한 연구 결과는 럭셔리를 지향하는 패션기업뿐만 아니라 비지니스의 우위에 서기 위해 치열한 경쟁을 하는 많은 리테일 기업들에게 브랜드 전략을 위한 유용한 정보로 활용될 수 있을 것이다. (Background and Purpose) The roles and implementation schemes of visual merchandise, which is emerging as a comprehensive visual marketing strategy for businesses, are becoming increasingly diverse. Luxury fashion brands are actively using visual merchandise as a key branding and marketing strategy and implementing it in their stores. This study identify the characteristics of visual merchandise implementation for luxury fashion brands and predict the future of their visual merchandise strategy. (Method) This study began by reviewing the concepts of luxury fashion brands and comprehensive visual merchandise. To determine assessment standards of comprehensive visual merchandising of luxury brands, this study reorganized the criteria used by previous research. The study then selected and assessed five luxury fashion brands featured in Interbrand's 'Best Global Brands 2019', a list of the 100 most valuable global brands. To assess the comprehensive visual merchandising of these five brands, two visual merchandising professionals with more than 20 years of experience visited their flagship retail stores. (Results) The results showed that the comprehensive visual merchandising strategies of these five brands focused on—in descending order of importance—customer satisfaction, communication, marketing, entertainment, experience, and mood management. Moreover, their visual merchandise activities emphasized the importance of developing consistent visual information, such as point of purchase material and signs, and using and managing logos and symbols appropriately. The assessment also found that luxury fashion brands do not actively implement spaces accompanied by suspense, digital media performance and behavior experience in their stores. Furthermore, the merchandise presentation(MP) strategy of these stores focused on—in descending order of importance—item presentation(IP), visual presentation(VP), point of purchase presentation(PP), and experience presentation(EP). The brand identity was further accentuated through the iconic product display in the main space, the unique product display method, and the use of signature colors and display props. Also, Many works of art were exhibited in stores, linking brands with art and appealing to consumers for luxury. (Conclusions) In conclusion, this study found that, for luxury fashion brands, customer satisfaction was the primary focus of the comprehensive visual merchandising and IP was the main area for implementing comprehensive visual merchandising. Furthermore, these brands implemented differentiated comprehensive visual merchandising strategies through the selection and concentration of strategy, and the most important visual merchandise activities were those that expressed their brand image. Moreover, luxury fashion brands tried to create a static space in which consumers participated passively. These brands also appealed to consumers by creating a complex cultural space that utilized an arts-and-culture-based strategy. These findings can provide insights to fashion brands that market luxury goods for formulating a branding strategy, as well as to the numerous retailers engaged in fierce competition for gaining a competitive advantage.

국내대학 패션분야 교육의 특성화를 위한 교육과정 개발 -패션비즈니스 교육을 중심으로-

정재은 ( Jae Eun Jung ),이주원 ( Choo Won Lee ),한연희 ( Yeon Hee Han ) 한국패션비즈니스학회 2011 패션 비즈니스 Vol.15 No.1

In order to develop a new fashion business curriculum, this study attempts to evaluate fashion business curriculum in both domestic and foreign schools and to analyze their existing training programs. The results of this study shows that the analysis of domestic fashion business curriculum shows that ``in the field`` knowledge is in need for the new fashion education program where students can be more exposed to the industry environments especially in the area of markets, sales, distribution and management. Also, the analysis of fashion marketing curriculum of F.I.T and PARSONS school of design demonstrates their emphasis on practical as well as academic programs in marketing, distribution and merchandising. In addition, the research on sales person training program reflects that future sales persons will need stronger knowledge in customer analysis, product display and shop management. Based on these findings, this investigation proposes a revised second year fashion business undergraduate program. The academic program in this updated module will place heavier emphasis on such fields as marketing, distribution, product planning and sales management. Also recommended is that the second year students will be exposed to real-world experience by participating in various internships and workshops offered by major companies in the fashion field.

模의和價値的基礎: 對于時尙營銷的理論

( David J. Burns ) 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.1

The objective of this paper is to propose a theory of fashion marketing which directly addresses the social processes that consumers use to associate images and meaning to articles of fashion. By doing so, the theory will address the means by which fashion originates and diffuses through society, an important issue of concern to fashion marketers. The role of taste in fashion involves taste acting as the means of influence between others and one`s fashion understanding and subsequent fashion choices. Taste, therefore, is an evaluation of what is desirable or acceptable as determined by the opinions of others. Taste has broad-reaching effects on the desires and purchases of individuals. Arguably, taste directly affects consumers` assessments of most, if not all, fashion choices. Taste, however, does not have an individually based origin, but is based on the imitation of others. The role played by clothing in the communication/ construction of identity is widely accepted today. Within this environment, a change in one`s possessions seemingly can lead to a change in one`s self. The role played by many products, therefore, appears to be to act as building blocks consumers can use to construct a desired self. Although many products appear to be utilized in the communication/construction of one`s identity, no products are able to fulfill this role to the extent possible through apparel. Taste acts as the conduit through which fashion acceptance is transmitted between individuals and through social groupings and operates primarily through the imitation of fashion adopted by others. A critical issue which presents itself when examining the imitation of fashion is "what is being imitated?" Fashion imitation actually involves attempts to acquire the meaning associated with the fashion. Girard suggests that the meaning acquired with the imitation of fashion consists of the desirable qualities possessed by the individual or group of individuals whose fashion is being imitated. Imitation occurs, therefore, because fashion becomes associated with those who wear it and comes to be viewed as a reflection of them. Given the role of fashion in the construction/communication of one`s self, consumption ultimately becomes competitive. Indeed, imitation of others whose selves appear desirable can be viewed as a way to acquire the desirable qualities of the other. This is the essence of mimetic desire. According to Girard, and as supported by past fashion marketing research, desire does not possess an individually based origin. In other words, desire for a specific fashion does not arise from an individual`s privately developed tastes. Instead, individuals` desires and likewise their tastes possess externally based origins-the basis of individuals` tastes and preferences lie in the imitation of the tastes and preferences observed in others. A central issue of Girard`s theory is that desire is mimetic. Desire arises and gains direction from the desires of others. The desirability of a fashion to an individual is noted and established by the desires of another for the product. When another is viewed as desiring a product (as is noted by their desire for the product or their ownership of the product), an individual is alerted to the desirability of the product-a fashion trend has begun. Rivals must not consist only of individuals with whom one directly interacts (e.g., neighbors, colleagues), they can consist of groups (e.g., reference groups), famous celebrities, or images created through marketing activities (e.g., role models presented in advertising). One`s choice of rivals is an unconscious choice of those whose very essence seems to be desirable, whose being one wants to acquire-"I want to be that person." The rival, therefore, does not merely serve as a model for fashion, but as the model for tastes and desires themselves. The resulting desire becomes a powerful force, capable of driving the actions of an individual. The infectious nature of mimetic desire can readily be seen in the marketplace. Once the desirability of a specific fashion is communicated, such as by its acquisition and subsequent display (e.g., the item is worn in a public setting) by an individual or by its inclusion in marketing efforts (e.g., advertising or in-store promotion), mimetic desire for the item can be generated in others. The fashion then, is viewed as the means by which the attractive quality can be acquired and incorporated into one`s self. This is the essence of mimetic desire. Indeed, mimetic desire provides the basis by which much fashion diffuses in a society. The resulting rivalry between an individual in whom mimetic desire has developed and the target of that desire, or the rival, necessarily leads to an escalation of tension. First, the acquisition of a specific fashion associated with another is not able to produce the desired results-the acquisition does not result in the acquisition of another`s essence. Second, the act of imitation will also have an effect on the individual being imitated. Seeing one`s fashion choices mimicked by another, particularly one viewed as inferior, will prompt a negative response by an individual. In fact, the act of imitation will likely be viewed a direct attack upon one`s personhood. Consequently, tension, if not violence, is a likely response from being copied. In conclusion, mimetic desire appears to be a driving force in the creation and diffusion of fashion. The infectious nature of mimetic desire provides the basis for the specific characteristics of the demand for fashion. The demand for fashion generally possesses little basis in the need for physical qualities of a product, nor is based in mere imitation of another. Instead, its mimetic basis results in fashion playing a much larger role in the lives of individuals and in society-a role which must be recognized by fashion marketers if they hope to optimally satisfy the fashion needs of their customers. By truly understanding their customers, fashion marketers will find themselves in better positions to create and provide products which will most likely appeal to their specific customer segment.

디자이너와 머천다이저의 갈등과 역할 주도 의식에 관한 연구

김영순 ( Young Soon Kim ),황선정 ( Sun Jung Hwang ),김일 ( Il Kim ) 한국패션디자인학회 2013 한국패션디자인학회지 Vol.13 No.4

National fashion brands have grown weaker than before. That is why there is an urgent need to propagate a formulated planning system for the fashion industry based on experts working for domestic fashion companies. Experts specializing in fashion brands are represented by designer and merchandiser. They often face conflicts in the process of their work. That is why their job satisfaction and performance decline enough to weaken the competitive edge of a brand. The purpose of this study is to investigate potential conflicts that designer and merchandiser may face in the process of fashion merchandising and help management to efficiently control any conflicts occurring in work from the viewpoint of management, so that their working ability may improve and lead to building up a competitive advantage for fashion brands. This study conducted a survey on 350 subjects working in large, and medium and small-sized fashion companies. For data analysis, this study used PASW Statistics 18.0 as a statistical program and analyzed all data using frequency analysis, principal component analysis, t-test, and correlation analysis respectively. As a result, this study came to the following findings. First, this study analyzed awareness about role initiative of merchandise and designer. It was found that merchandisers had a higher level of awareness than designers about role initiatives in all work except design development. Second, we analyzed conflicts between designers and merchandisers. As a result, the high job conflicts appeared in the stage where each role has high power. Third, the more merchandisers intended to take a leading role, the higher designers had role conflicts. But, the more designers intended to take a leading role in the design development stage, the higher merchandisers had role conflicts. This study seeks to identify phenomenal aspects of conflicts faced by both designers and merchandisers in the work process and help managers to control any conflicts, so that it may assist both of these two parties in voluntarily and cooperatively performing their works. Hence, it is expected that the findings of this study will be useful to enhance the brand competitiveness of fashion companies.

패션 비주얼머천다이징의 뇌 과학적 접근-fNIRS를 이용한 패션매장의 긍정적/부정적 VM에 대한 뇌 활성 비교-

김형숙 ( Hyoung Suk Kim ),이진화 ( Jin Hwa Lee ) 한국의류학회 2017 한국의류학회지 Vol.41 No.2

This study examines the possibility of a neuro-scientific approach to fashion Visual Merchandising (VM), by researching the brain activation of customers about fashion stores in terms of VM. Study subjects were in 20`s-30`s residing in Busan and ten ordinary person or fashion industry related individuals, it measures the change of cerebral blood flow on positive/negative photo stimulus in terms of VM using a functional Near Infrared Spectroscopy (fNIRS) device, and then compared the brain activation to the difference of the fashion store VM. Photo stimuli utilized in the experiment were selected through a preliminary study in advance. The results of this study are as follows. First, the brain activation was found in all 16 channels of stimulus ranges of fashion store VM regardless of positive/negative stimulus. This means that the VM of fashion store causes changes to the cerebral blood flow of consumers, which implies that consumer behavior can be affected by store VM. It also shows that the brain is more active in negative VM stimulus than positive VM despite slight differences in the subjects. In terms of VM, this suggests that the negative factors of fashion stores have a greater effect on the brains of consumers compared to the positive factors. Second, the reaction of the brain channel is different according to the positive/negative VM stimulus of the fashion store by product group and confirms that positive/negative VM stimulus can be distinguished by brain-reaction for the three product groups except for the underwear group among four product groups (men`s wear store, women`s wear store, underwear store, and sportswear store). The results indicate that more objective scientific measure and decision-making are possible through neuro-science in the strategic execution of VM. This study verified the possibility for a neuro-scientific approach to fashion VM; therefore, there are expectations for the various activation of interdisciplinary research and subsequent development of VM that utilize neuroscience in fashion marketing.

패션디자인기업의 머천다이징 정보활용에 따른 정보데이터베이스 분류에 관한 연구

이홍림 한국디자인과학학회 2000 디자인과학연구 Vol.6 No.-

정보통신의 발달로 정보관련산업과 정보서비스산업이 기업경영의 새로운 패러다임으로 부각되고 고도 디지털 정보사회에서 정보에 대한 새로운 인식과 정보활용 및 정보화 네트워크 구성이 요구되어지고 있다. 패션기업의 정보화와 관련된 정보D/B(Data Base: 데이터베이스) 유형 분류체계의 궁극적 목적은 기업의 수익원인 상품정보에 있다. 디자이너와 머천다이저 등의 의사결정을 지원함으로써 패션상품의 경쟁력을 강화시키고 패션기업의 경쟁 우위적 마켓력 향상에 지대한 영향을 미친다고 볼 수 있다. 또한, 정보의 관리 및 처리에 관한 기술적 연구나 정보화 시스템의 시대적 인식결여 및 비효율적 운영상의 문제점도 들 수 있다. 이로 인하여 객관적 패션정보자료의 부족과 비체계적 정보수집 및 분석의 문제점이 지속적으로 반복되고 있다. 이같은 현실상황에서 국제화, 세계화되는 패션시장에서 경쟁우위적 디자인력을 갖추기 위해서는 정보화의 기초적 연구인 정보화의 개념과 정보에 대한 명확한 인식과 더불어 표준화된 정보 D/B 유형별 분류 시스템을 정립함으로써 이루어질 수 있다고 본다. New understanding and use of information, and construction of informationization network are needed in the advanced digital Information society where information-related-industry and information service industry become new paradigm of business management as information technology industry developes. The ultimate object of classifying system related to the informationization of fashion industry is he "Merchandise" that makes profits for a company. The classifying system strengthens the ability of fashion merchandising by supporting designer and merchandiser's choice making, and raise the competitive power of a fashion company in marketing.(There are several problems in the current fashion industry). They are the lack of technical studies about management and treatment of technical studies about management and the noneffective operation Therefore the lack of objective database on fashion, nonsystematic information collecting and analyzation occr repeatedly. As the fashion market gets internationalized and globalized, to have the competitive power in design, we need to understand clearly the concept of Information, which is a basic study of informationization, and establish the standardized classfying system by information D/B type.

패션점포에서 감성마케팅과 비주얼 머천다이징이 소비자태도에 미치는 영향

김란임 ( Ran Im Kim ),이승희 ( Seung Hee Lee ) 한국패션비즈니스학회 2013 패션 비즈니스 Vol.17 No.1

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.

패션머천다이저 환경탐색 형태와 정보매체 특성과의 관계에 관한 연구

김성근(Sung Kun Kim),임남영(Nam Young Im) 한국데이타베이스학회 2008 Journal of information technology applications & m Vol.15 No.4

Fashion merchandiser profession is a highly information-intensive job. In fact, a merchandiser is to acquire a variety of information mainly from external environment and to analyze it in order to come to an informed decision. Despite a significant amount of past studies on environment scanning, their main concern was of managerial work. And, some fashion design studies have only touched the issue of information source in a descriptive tone. Here, we attempt to analyze empirically fashion merchandisers’ environmental scanning activities. Our results can be stated as follows:1) Though the quality of information source has a positive relationship with its use, the accessibility does not. 2) There is no significant difference between the use of relational source and the use of non-relational source. 3) Internet is being used more at the initial stage(opening) of information seeking than at the orientation and consolidation stage.

90년대 (1990 - 1998) 한국 의류학 연구의 현황

김정호(Chung Ho Kim) 한국복식학회 1999 服飾 Vol.46 No.-

The purpose of this study was to investigate trends of subject matter emphasis in clothing and textiles and to show the future directions to cooperate the fashion &textiles business and college. The data were included clothing and textiles related research articles published in two professional journals from 1990 through 1998. The identified 1131 articles with clothing and textiles subject-matter emphasis were categorized in six areas: history of costume, textiles, design and aesthetics, social-psychological aspect of clothing, fashion merchandising. The results were as follows : 1. The number of each area research was ranked as follows: ① history of costume (231-20.4%) ② textiles(221-19.5%) ③ design and aesthetics(198-17.5%) ④ social-psychological aspect of clothing (183-16%) ⑤ fashion merchandising (169-15%) ⑥ clothing construction (129-11%) 2. In the area of history of costume, most of research have been published through Journal of Korean Society of Costume (197 out of 231. 85%). Especially, history of korean costume was the most dominant area (154 out of 231. 67%) 3. In the area of textiles, most of research have been published through Journal of the Korean Society of Clothing and Textiles(209 out of 221. 95%) 4. Fashion design and aesthetics area was getting increased remarkably (ranking 3) as compared with preceding study (ranking 6) 5. Nineties` research (1990-1998. 1131) has been a significant growth in terms of the number of research as compared with preceding study (1977-1989. 346)