| Abstract |
| The purpose of this study was to investigate VMD and store image of SPA-typed fashion retail store and was to provide the strategic store plan of SPA-typed fashion retail store. The data was collected from a questionnaire conducted on 272 of 20s` female who live in Seoul and GyeongGi-Do area and was analysed by factor anaysis, reliability, t-test, one-way ANOVA, and linear regression. The study results suggest the following strategies for SPA-type stores: First, SPA-type fashion retail stores need to establish effective VMD strategies focusing on harmonious interior design, displaying brand-related mannequins, accessaries and POP, customer- friendly store layouts and in-store displays. Second, The in-store environment of SPA-type stores targeting women in their 20s may be improved to attract more customers by presenting pleasant spaces, easy access to wanted goods and various groups of products. Third, Domestic SPA brands need some improvements in terms of store appearance, regular display changes and customer service providing easy exchanges and refunds of products. Fourth, as VMD has direct influence on the in-store environment, accessibility, economic value and communications, more weight should be put on VMD in order to increase the competitiveness of domestic SPA-type brands against their foreign counterparts. |
|
|
| Key Words |
| SPA형 패션소매점, VMD, 점포이미지, SPA-typed fashion retail store, VMD(Visual Merchandising), Store Image |
|
|
 |
|
Full Text