| 요약2 |
The purpose of this study is to analyze the experiential visual merchandising strategy of pop-up stores and find out its characteristics and direction. To this end, the concept was organized through literature research, prior research, and internet data research on pop-up stores, experiences, and visual merchandising, and the components of visual merchandising and experience were derived and used as evaluation items. Then, the case space was analyzed based on the pop-up store’s operation purpose, type, space configuration, and MP (Merchandise Presentation). The case study was conducted on pop-up stores of famous brands that had been operating for more than two weeks in the Seoul area and had analytical value for visual merchandising. The research methods included store visits, visual and experiential surveys, and employee interviews, and the results were derived by reflecting the opinions of experts. The results of the study are as follows. First, that advanced retail brands mainly operated pop-up stores in the style of the in-house stores, distributors, and rental independent stores. Second, when implementing VMD of a pop-up store, it is effective to selectively implement the strategy by considering the spatial situation, characteristics, and type of store. Third, the pop-up store focused on the basic strategy (BS) rather than the VMD’s experience strategy (ES). It is necessary to give priority to spatial design that takes into account the overall harmony and unity of the store rather than spatial design that emphasizes convenience or functionality of store use. Fourth, EP’s active implementation of experience design that stimulates the five senses and involves action while emphasizing the company’s unique experience elements could be a successful VMD strategy for pop-up stores. Fifth, pop-up stores can be divided into four types depending on the purpose of store operation: brand experience type, product promotion type, product sales type, and brand experience and product sales type. In particular, for pop-up stores, it is important to clearly select the store type according to the purpose of operation and focus on a VMD strategy appropriate for it. |