| Title |
A Study on the Characteristics of Department Store Entries |
| Authors |
Kim Yeon-Ah ; Hong Won-Hwa |
| Keywords |
Department Store ; Visual Merchandising ; Entry ; Emotional Marketing |
| Abstract |
Department store is very sensitive to social changes, consumers seek after abstract 'values' rather than material goods. 'Emotional marketing' which treats emotional area of marketing, is already applied in the diverse field of retail marketing. Entry of department stores is not a simple gate but a symbol which shows brand image of the department stores. The purpose of this study is to analyze the spatial characteristics of department store entries in the view of VMD(Visual Merchandising). Three samples are chosen, which have mixed use of hotels, shopping malls, cinemas, and are connected with subway stations. Current conditions of entries are analyzed, and roles of visual merchandising elements which forms characteristics of entries, are proposed. |