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A study on VMD(Visual Merchandising) cognition difference of the VMD operation systems

VMD(Visual Merchandising) 운영체계에 따른 VMD 인지에 관한 연구

  • Kim, Minyoung (Dept. of Clothing & Textiles, Pusan National University) ;
  • Lee, Jinhwa (Dept. of Clothing & Textiles, Pusan National University) ;
  • Kim, Saehee (Div. of Fashion & Beauty, Busan Kyungsang College)
  • 김민영 (부산대학교 대학원 의류학과) ;
  • 이진화 (부산대학교 의류학과) ;
  • 김세희 (부산경상대학교 패션.뷰티계열)
  • Received : 2014.03.12
  • Accepted : 2014.06.14
  • Published : 2014.08.31

Abstract

The importance of VMD operation strategies in fashion business is growing, and this study analyzed the difference in consumers' VMD cognition of the two VMD operation systems: VMD specialist employment system and VMD outsourcing system. Two SPA brands were selected as the representative cases of the two VMD operation systems. A statistical analysis was performed using data collected from a total of 206 university and graduate students from an experimental study. Paired t-test and independent t-test were used for the analysis. The results are as follow: First, consumers' VMD cognition of the two VMD operating systems were different, and the VMD specialist employment system was valued higher than the VMD outsourcing system in all cognition dimensions. Second, the VMD specialist employment system was valued generally higher than the VMD outsourcing system regardless of gender, clothing involvement, and VMD interest of consumers. Third, the VMD specialist employment system was valued higher than the VMD outsourcing system in the following aesthetic aspects: harmony, attractiveness, and fashionable dimensions by the male, low involvement, and the VMD interested consumers. Fourth, the VMD outsourcing system was valued higher than the VMD specialist employment system in the appropriateness and the functionality dimensions by females and the high-involvement consumers, It also scored higher in the fashionable and attractive dimensions by the VMD interested consumers.

Keywords

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Cited by

  1. Effect of Visual Merchandising in Fast Fashion Retailing vol.40, pp.4, 2016, https://doi.org/10.5850/JKSCT.2016.40.4.716
  2. 의류점포유통에서 비주얼머천다이징 의식성의 매개적 역할 vol.27, pp.3, 2014, https://doi.org/10.29049/rjcc.2019.27.3.285