| Title |
VMD Spatial Composition through Cost Differentiation among Lifestyle Shops |
| Authors |
박지예(Park, Ji-Ye) ; 한혜련(Han, Hae-Ryon) |
| DOI |
http://dx.doi.org/10.14774/JKIID.2018.27.1.088 |
| Keywords |
Lifestyle Shop ; Cost Differentiation ; Visual Merchandising ; Spatial Composition |
| Abstract |
The income level of people in South Korea has risen as the gross national income per capita reached the milestone of 30,000 dollars. More and more consumers try to change their houses according to their tastes just like they express themselves through clothes, bags, and other fashion items, thus pursuing value-based consumption. The changes to the housing culture including the greater percentage of one- or two-person households and the growing trend of lease and monthly rent have made consumers increase their demands for products to express their lifestyles. As a result, global lifestyle shops with characteristic and diverse concepts entered the South Korean market and were joined by South Korean fashion brands, large-sized stores, department stores, and fancy stationery manufacturers, which launched their own brands, in the expansion of lifestyle shops across the nation. Lifestyle shops have a couple of unique attributes including the relatively clear selection of target consumers and a clear set of VMD strategies accordingly. Based on a judgment that there was cost differentiation among brands, the investigator categorized the comparison and analysis criteria into high, middle, and low prices to apply case analysis. This study set out to analyze VMD strategies for spatial composition through cost differentiation among lifestyle shops, take the results into total consideration, and propose an effective and competitive VMD strategy for lifestyle shops through spatial composition elements. |