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메죵 에르메스 비주얼 머천다이징에 나타난 특징-윈도우 디스플레이를 중심으로-

Title
메죵 에르메스 비주얼 머천다이징에 나타난 특징-윈도우 디스플레이를 중심으로-
Other Titles
The characteristics expressed in visual merchandising of Maison Hermes - Focused on the window displays -
Author
이연희
Keywords
비주얼 머천다이징; 윈도우 디스플레이; 메종 에르메스; visual merchandising; window display; Maison Herm$\grave{e}$s; Maison Hermes
Issue Date
2013-02
Publisher
복식문화학회
Citation
복식문화연구, Feb 2013, 21(1), P.17-30
Abstract
he purpose of this study is to consider and analyze the VM’s characteristics of Maison Hermes which has tried continuously space presentations through the sensibility and differentiated strategy focusing on the flagship store window displays of Hermes. The framework for analysis of this study is established by related precedent studies. The results of this study were drawn through qualitative analysis of experts' group. The results of this study are as follows. Maison Hermes window displays have been unfolded a total of 57 times for 10 years, and have introduced a variety of themes by cooperating with 40 artists in various fields. Hermes set up eight types of themes in order to show the window displays, and these themes have been developed by the method of display presentation such as surrealistic, symbolic, mood, realistic, information. A majority of the participating artists was the Japanese. In addition, the display components such as the materials that can be easily accessible in everyday life, the object productions that were embodied the tangible and intangible image, the nostalgia, the child’s world, good, colors, etc., were most frequently utilized for an effective display presentation of the themes that have been set according to each season. The most frequently used development techniques applied Hermes windows’ VP were the ‘depaysement’, ‘the descriptive narrative’, and ‘scene of dramatic contrast’. It turned out that a majority of the primary colors to make up Hermes window displays were analyzed by the red-orange and white color.
URI
http://db.koreascholar.com/Article?code=50098http://repository.hanyang.ac.kr/handle/20.500.11754/69856
ISSN
1226-0401
Appears in Collections:
COLLEGE OF HUMAN ECOLOGY[S](생활과학대학) > CLOTHING & TEXTILES(의류학과) > Articles
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