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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.40 no.4, 2016년, pp.716 - 732
강유진 (서울대학교 공예.디자인학과) , 이미아 (서울대학교 생활과학연구소) , 김현숙 (배재대학교 의류패션학과)
Focusing on the communication effects of fast fashion visual merchandising (VM), this paper examines the effects of a fast fashion store's VM attributes on consumer's perceptions of store image towards newness and prestige that influence the time spent at stores as well as the frequency of visits. T...
핵심어 | 질문 | 논문에서 추출한 답변 |
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점포의 특정 환경요소가 소비자에게 인지적 정보처리과정을 거치게 할 수 있다는 예시는? | , 1994; Bitner, 1992). 예컨대, 대형 쇼윈도나 품격있는 인테리어, 독특한 상품디스플레이는 해당 점포에 대한 호의적인 이미지 또는 특정 신념을 형성할 수 있다. | |
패스트패션이란 무엇인가? | 패스트패션이란 일반적으로 소비자의 만족을 극대화 하기 위해 매장에 새로운 상품을 업데이트하는 바잉 사이클과 납기를 줄이는 것을 목적으로 하는 비즈니스 전략을 말한다(Barnes & Lea-Greenwood, 2006). 따라서 ‘최신유행의디자인’, ‘최상의가격’, ‘제한된 공급’, ‘빠른 상품회전율’ 등을 특징으로 한다. | |
비주얼머천다이징의 목표는 무엇인가? | 선행연구에서는 패스트패션 브랜드의 성공을 다품종 상품구성, 가격대비 높은 가치 제공, 빠른 재고회전율과 제한된 공급 등 다양한 측면에서 규명하고 있지만, 소비자와의 접점인 매장을 중심으로 한 커뮤니케이션 전략 역시 중요한 성공요소로 간주되고 있다(Barnes & Lea-Greenwood, 2010). 패스트패션 매장의 공간적 커뮤니케이션, 즉 비주얼머천다이징(VM; Visual Merchandising) 은 패스트패션이 갖는 상품력 및 가격대비 높은 가치 등을 매장 내에서 효율적으로 구현해 내는 것을 목표로 한다. 상품에서의 절대적 경쟁력을 확보하기 어려운 현재의 패션시장에서 VM은 점포의 전략적 비교우위와 차별적 포지션을 유지하는 중요한 마케팅 도구가 되고 있다 (Jung & Choi, 2011). |
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