A Study of merchandise recognition for VMD expansion in the fashion business

패션비지니스에서 VMD전개(展開)를 위한 상품인식(商品認識)에 관한 연구(硏究)

Merchandise should show a visual message that gives consumers' life an additional meaning besides practicality. This should be based on the concept of the merchandise. But in reality, concept is not often properly shown at the store and this is the result more of an inadequate recognition of the merchandise than the store environment. Therefore, this study promotes the recognition of the emotional and cultural point of merchandise, and applies keywords extracted from the practise of marketing to sales strategies for the growth of the fashion business and the VMD expansion.