Women's Clothing Retailer Relief of VMD at Underground

Purpose - The purpose of this paper is to practice VMD for a fashion SMEs underground store. This study has investigated the current situation of the store, and we found some problems of VMD and renovated VMD of the underground store. Research design, data, methodology - This study applies two qualitative methods- direct and participant observation and direct interview with the shopkeeper. Results -There are many ways to improve shop management including the notice of the store, the increase of customers and sales of the store by implementing VMD based on the manager’s tastes and the concept of the store. Conclusions - Findings of this study prove that influences of VMD are significant at fashion SMEs underground store.