로코코 이미지 컨셉트 미용실을 위한 VMD연구

A study on VMD for the Rococo Concept Beauty Salons - Focus on the saladent -

Beauty salons in Korean are recently suffering difficulties owing to economic downturn. Society is increasingly open, and diversified, greatly changing consumers' philosophies of value, and living environments, as well as the beauty industry and the market environments. More efforts are now needed to present stores in such a way as to maximize display effects. Increasingly diversified customer lifestyles, and changing philosophies of value are leading to people more beauty-conscious with society transiting to an emotion society. This study targeted small- and medium-sized beauty salons, which need to utilize their narrow spaces to maximize their business spaces. They thus need to focus on VMD rather than trying to have premium, fancy interior designs. The VMD concept needs to be introduced to the beauty market to increase VMD-conscious beauty stores. A wide range of consumers' lifestyles were examined, and effective measures in line with consumer needs were closely examined in order to create the Rococo concept that differentiate medium-sized salons from franchised salons. With such a concept, the importance of beauty culture should be further promoted in this multi-cultural society which embraces individuality and diversity.