| 요약2 |
It can be said that the proportion of media elements in visual merchandising is large. With the emergence of the 'MZ' generation, who are familiar with the digital environment due to continuous technological development and generational changes, changes in consumer lifestyle, consumption patterns, and emotions are rapidly changing. The purchase of products is changing into a consumption pattern that emphasizes individual happiness and individuality by purchasing products with experiential elements, special values, and messages of the brand. Therefore, since the experiential part of the brand space accounts for a greater proportion of consumers' purchasing desires, brands strive to provide a more unique and fresh experience space than their competitors. By collaborating with famous designers and socially influential figures, we give scarcity to spaces and products, make it more of an exhibition space rather than a mere sales space, or provide a space where you can experience the latest digital technology. The elements of visual merchandising that effectively deliver brand awareness to consumers through digital media and new technologies must change as they interact with changing consumption patterns through current consumer emotions, visual experience design, and experiential design. Therefore, in this study, 'NIKE' brand recognized as an innovative and visual brand by consumers of the 'MZ' generation 2030 age group in the fashion brand market was selected, and visual merchandising design through digital media examples of selected stores among 'NIKE' stores. To identify the strategy, the layout, components and principles of space, and media production characteristics are analyzed. |