초록

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Abstract ▼ AI-Helper

Recently, sudden changes of circulation environment put the department store industry in the competition with online shopping malls and large discount stores, so Korean department stores have many tasks to deal with those difficulties and seek for a new paradigm to survive in market. Department stor...

Recently, sudden changes of circulation environment put the department store industry in the competition with online shopping malls and large discount stores, so Korean department stores have many tasks to deal with those difficulties and seek for a new paradigm to survive in market. Department stores which play key roles in Korean circulation market should find a marketing strategy to deal with consumer’s needs due to the diversities and the improvement of the spending style. Because of individualism and diversities of people values, commercial firms should consider Visual Merchandising to differentiate their competitors. In the beginning of VMD (Visual Merchandising), the staff and owners started to show the simple display. VMD has been developed chronologically by decorators, window designers, coordinators and VMD directors since the changes of a paradigm in a circulation market. This paper attempts to understand the position of Korean department stores for the past 70 years in the modernization and changes of Korean circulation market, and starts to know how VMD has been developed in history of department stores. The aim is to provide basic information of VMD to set important academic study, and propose the guidelines in future through the detailed analysis of VMD.

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