| 논문명 | 글로벌 브랜드의 비주얼 머천다이징을 활용한 브랜드 경험 분석/Analysis of Brand Experience Using Visual Merchandising of Global Brand Retailers |
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| 저자명 | 김나연(Kim, Nayeon) ; 이현수(Lee, Hyunsoo) |
| 발행사 | 한국실내디자인학회 |
| 수록사항 | 한국실내디자인학회 논문집 , Vol.28 No.4(통권 135호) |
| 페이지 | 시작페이지(3) 총페이지(12) |
| ISSN | 12297992 |
| 주제분류 | 계획및설계 |
| 주제어 | 글로벌 브랜드; 브랜드 경험; 지적 경험; 비주얼 머천다이징; 뉴욕 리테일 스토어 Global Brand; Brand Experience; Intellectual Experience; Visual Merchandising; Retail Stores in New York |
| 요약2 | This study is about experiential marketing in retailing that provides a brand experience that plays an important role in retail space and analyzed the intellectual experience of the brand experience of global brand retailers. To quantitatively evaluate the spatial layout and visualization methods of Visual Merchandising at retail stores, a field study was conducted from November 1 to 7, 2018 in Manhattan, New York, to collect global brand retail store data. A VMD evaluation of six global brand retail store cases showed that the latest information on brands and products was well visualized. In addition to the sales area, additional space was provided for cultural events, brand experiences and educational experiences. However, there was a lack of space or devices to experience online and offline access using digital technology. In the future, retailers should use digital technology to connect their mobile experiences with the physical environment to focus on continuously providing the holistic customer experience. Retailers will need to optimize their brand intellectual experience through interaction with consumers by using educational content and advanced technologies as well as space experiences. |
| 소장처 | 한국실내디자인학회 |