A Study on VMD Design Characteristics of Health & Beauty Store in Korea

Recent rapid economic growth has brought diverse consumption patterns in modern lifestyles. Such changes in the consumption pattern have also had a significant influence on sales and distribution. As one-stop shopping, which offers products and services that meet diverse consumer needs in the same space is growing, health & beauty stores have developed into a special space where services and culture are customized according to the consumer’s lifestyle. In these health & beauty stores, visual merchandising (VMD) is crucial because of frequently changing marketing strategies and high merchandise turnover. Therefore, it is essential to promote VMD design strategies according to the health & beauty store’s brand. This study performed a theoretical review on domestic health & beauty stores and VMD and investigated VMD design components in three health & beauty stores. After dividing the VMD design components into spatial configuration, display configuration, and visual presentation configuration, the characteristics of the VMD designs were comparatively analyzed. Consequently, this study is meaningful in that it helps develop a plan which utilizes the characteristics of VMD design for health & beauty stores by clearly delivering the brand identity through VMD design characteristics thereby providing differentiated strategies and values for each brand.