국내 패션브랜드의 V.M.D. 현황 고찰 : 주) 한섬의 패션브랜드 '시스템'을 중심으로 In case of the fashion brand 'System' of HanSum co., ltd. = The study on the V.M.D. status of the domestic fashion brands

다국어 초록 (Multilingual Abstract)

The old display has primarily been focused on the aspect of the formative arts rather than on the process of merchandising planning. In recent years, however, the role of professional displayer for visual expression has been getting more and more important by standing out the display itself into bold relief as a direct factor to have a great influence on the sale
The effective display is to express the value of a commodity properly. to provide consumers with its information. to make a contribution to promoting its selling and to upgrade a degree of recognition of the brand as well as the shop image according to the main points of its planning. It can be safely said that the display is a strategy that expresses a commodity visually and arouses the willingness for customers to buy it.
This study in the V.M.D. status of the domestic fashion brand is suggestive of distinctive features which are a little different from the precedent studies or theories. Compared with the old studies or theories, the most striking contrast lies in the process of obtaining information about fashion, which results from the rapid development and wide use of the Internet. This study also can identify different opinions both on the moving-line plan and on the use of stage properties for the display in the shop in contrast with the old theories
It is needless to say that I am not sure that this study reflects the general opinion of all the domestic displayers of fashion brand, not only because its scope is very limited and its method much different from old studies but because the brand name of 'Hand some' corporation, SYSTEM, as a subject of this study has its own unique characteristic. As the brand name of SYSTEM, however, has already preoccupied the market and had an apparent concept, it would be desirable for enterprises or displayers who have similar concept or objectives to the SYSTEM to have an interest in the SYSTEM brand and its display.
This study is proceeded with a new approach to delve into the current display, but it has also limitations and limits. The method of the study organizes the content from questions and interviews based on the precedent studies but neither suggests the answer nor develops the verifiable tools to the problems. In this respect, I expect the mature and advanced researches with the better and more qualitative method of the study afterwards.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경
• 1. 패션디스플레이의 개념 및 발달
• 2. 디스플레이의 역할
• Ⅲ. 국내 패션브랜드 디스플레이에 대한 고찰
• 1. 국내 패션브랜드의 디스플레이 현황
• 2. 패션브랜드 디스플레이와 소비자의 견해
• 3. 패션브랜드 디스플레이와 의복 구매행동
• Ⅳ. 주식회사 ‘한섬’과 패션브랜드 ‘시스템’
• Ⅴ. 결론