국내 라이프스타일 브랜드 매장의 VMD 표현 요소에 관한 연구 - 모던하우스, 버터, 자주, 더 라이프를 중심으로 - = A Study on VMD Expressional Element in Domestic Lifestyle Brand Shop - Focused on Modern House, Butter, Jaju and The Life -

다국어 초록 (Multilingual Abstract)

Today, consumers are pursuing their unique personalities based on their improved living standards and economic power, which comes to be a fashion trend in residential space. Consumers are looking for a complex shopping space that takes into account the lifestyle rather than simply looking for a store to buy a single product. There are already various overseas lifestyle brands in Korea, and many Korean-born lifestyle brands are also emerging. Among the furniture brands in Korea, some are already expanding into the lifestyle brand businesses and entering a market that will become more competitive. Therefore, it is necessary to establish a definite concept of domestic lifestyle brand and figure out the status of VMD strategy optimized for a lifestyle brand. The purpose of this study was to present basic VMD resources to establish the identity of domestic lifestyle brand shop and construct differentiated images for various consumer preferences. As for theoretical concept of VMD and lifestyle shop, research was conducted centering around document research and precedent studies. As for actual case analysis, analysis was carried out on VMD of domestic lifestyle shop that established identity of lifestyle shop. VMD in lifestyle shop may induce customers as one of local attractions using spatial identity and change the perception of lifestyle and present a new value to life by providing a trend visually. This research is on presenting basic resources of VMD of Korean lifestyle shop keeping pace with domestic introduction of fast living brands `IKEA`, `ZARA HOME`, `H&M HOME`, `MINISO`, `Flying Tiger Copenhagen`. As for suggestion, Korean lifestyle shop should have competitiveness with element of Korean life and taste as cultural influence in advancing into international market, by presenting differentiated brand identity of Korean lifestyle shop matched with emotion of Korean consumers.

참고문헌 (Reference)

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