| Abstract |
| The first purpose of this research was to analyze on present status of the fashion merchandise composition and segmentation by fashion merchandise class and on each floor of three big department stores located in Seoul according to the characteristic of trade area. The second purpose was to compare this research with the results of the previous research published in 2008 and to find out the changes compared with the previous research. The last purpose was to examine the status of the most characteristic change of the fashion merchandise composition on each floor of the stores and to analyze compared with the previous research.
The results were as follows :
The regional features of the stores showed the difference to the classification by fashion zone through the market segmentation in the composition of department stores` fashion merchandise on each floor of the branches.
When comparing with the previous research, the results showed differences as to the segmentation by fashion merchandise class : separating sports zones, subdividing the women`s wear and men`s wear zone, the expansion of young market zone, etc.
Also, the status of the most characteristic change of the fashion merchandise composition was being managed various fashion merchandise composition such as expansion of global/domestic SPA brands zone, fashion goods multi-brand shop by merchandise class, variable pop-up store in those stores, and street brands of Dongdaemun market or on-line shopping mall in their 20`s to develop new brand merchandise against the environmental change in domestic distribution system. |
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| Key Words |
| 백화점, 상권특성, 패션상품구성, Department Store, Characteristic of Trade Area, Fashion Merchandise Composition |
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