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Purpose - The aim of this paper is to evaluate season’s VMD at a fashion SMEs retail store. This study shows the current situation of the store and finds some problems of VMD and applies seasonal Christmas’s VMD to the store. Research study design, data, methodology – This case is of one fashion SEMs retail store and analyzes the show window and interior of display. The qualitative method including observation and interview is used. Results - There are some problems of the show window and interior of display to be fixed and at the SMEs retail store. Conclusion - The findings of this study show that a more precise theme related to season’s VMD required.

Abstract

1. Introduction

2. Background

3. Case Study

4. Conclusion

References

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