매장파워 패션 샵마스터

01장_ 맨 처음 알아야 한다_패션 유통
01_1_브랜드 형태별 분류.......................................................................................................................................26
01_디자이너 브랜드............................................................................................................................................26
02_수입 브랜드......................................................................................................................................................26
03_라이센스 브랜드.............................................................................................................................................26
04_내셔널 브랜드 ................................................................................................................................................26
01_2_패션 브랜드 유통의 형태.............................................................................................................................27
01_백화점(Department store)....................................................................................................................27
02_가두점(Street stalls)...............................................................................................................................27
03_SPA(Speciality retailer of Private label Apparel)...............................................................27
04_패션 아울렛(Fashion Outlet).....................................................................................................27
05_편집 매장(select shop)................................................................................................................27
06_홈 쇼핑(home shopping)..................................................................................................................28
07_인터넷 쇼핑몰(Internet shopping mall)..............................................................................................28
01_3_인터넷 유통.....................................................................................................................................................28
01_독립형 온라인 쇼핑몰....................................................................................................................28
02_입점형 온라인쇼핑몰 ....................................................................................................................29
03_옴니채널(Onmi Channel)..........................................................................................................30
04_패션 아울렛(Fashion Outlet).....................................................................................................31
01_4_증강현실...............................................................................................................................................................33
02_FASHION 조직도.......................................................................................................................................34
02_1_패션 디자이너 ...........................................................................................................................................36
02_2_상품 MD................................................................................................................................................................37
02_3_영업 MD...............................................................................................................................................................38
02_4_영업 기획..............................................................................................................................................................39
02_5_생산 부서..............................................................................................................................................................40
02_6_패턴/캐드............................................................................................................................................................41
02장_ 모든 패션은 기획의 산물이다_패션 머천다이징
01_1_FASHION...........................................................................................................................................................46
01_2_브랜드 타깃을 설정..........................................................................................................................................47
01_3_브랜드의 이미지 설정......................................................................................................................................48
01_4_브랜드 유통 설정...............................................................................................................................................49
02_1_ 패션머천다이저의 PROCESS
01_시장조사는 트렌드를 읽기 위해서 이다..................................................................................................50
02_기획 회의는 공유하는 것이다.....................................................................................................................50
03_타임스케줄 작성하면서 브랜드의 방향성을 정한다........................................................................51
04_중간평가를 꼭 해야 한다..........................................................................................................................51
05_브랜드 맵으로 방향성을 정한다................................................................................................................51
06_디자인 확정을 한다.........................................................................................................................................51
07_이윤율을 따져야 한다....................................................................................................................................51
08_품평회는 브랜드 첫선이다...........................................................................................................................51
09_상품 입고.............................................................................................................................................................52
10_매장 입고.............................................................................................................................................................52
02_2_패션 머천다이저의 시장조사.....................................................................................................................53
02_3_패션 머천다이저의 포지셔닝 맵...............................................................................................................54
02_4_SWOT 분석.......................................................................................................................................................55
차례
10
04장_ 공간은 승부수다_공간 마케팅
01_1_공간 마케팅.........................................................................................................................................................72
01_2_공간.......................................................................................................................................................................73
01_3_상권 지역..............................................................................................................................................................73
03장_ 시장, 소비자, 브랜드의 3중주_패션 마케팅
01_1_패션 브랜드 마케팅이란?...........................................................................................................................60
01_2_패션 마케팅의 개념.........................................................................................................................................61
01_패션 시장............................................................................................................................................................61
02_수요와 욕구.......................................................................................................................................................61
03_패션 제품과 상표.............................................................................................................................................61
04_가치와 만족......................................................................................................................................................62
05_교환과 거래.....................................................................................................................................................62
01_3_패션 마케팅의 활동의 특징..........................................................................................................................62
01_4_SNS를 통한 패션브랜드 마케팅.................................................................................................................65
01_5_인스토어 마케팅...............................................................................................................................................65
01_6_기타 마케팅........................................................................................................................................................66
01_ MOT 마케팅 (Moment of Truth 진실의 순간) .................................................................................66
02_ DB 마케팅(DataBase Marketing) .......................................................................................66
03_ DM 광고 마케팅 (Direct Mail Advertising) ........................................................................................66
04_ POS (Point of Sales 판매의 시점) ..........................................................................................................66
05_고객 로열티 마케팅(Royalty Marketing) ..............................................................................................67
06_귀족 마케팅 (Noblesse Marketing) ......................................................................................................67
차례
11
02_1_인테리어.............................................................................................................................................................74
02_2_인테리어 디자인 순서....................................................................................................................................75
02_3_파사드...................................................................................................................................................................81
02_4_간판의 종류........................................................................................................................................................83
01_전면 간판..............................................................................................................................................................83
02_로고용 간판........................................................................................................................................................84
03_채널 간판.............................................................................................................................................................85
04_네온 간판.............................................................................................................................................................85
05_문자 간판 ...........................................................................................................................................................86
06_돌출 간판.............................................................................................................................................................86
07_지주 간판.............................................................................................................................................................87
08_그 외 사인물 ......................................................................................................................................................87
03_1_매장 레이아웃....................................................................................................................................................88
03_2_레이아웃이 잘된 매장은 효율적으로 운영.............................................................................................89
04_1_조명.......................................................................................................................................................................92
01_조명 계획............................................................................................................................................................92
02_조명의 분류.......................................................................................................................................................92
04_2_매장 조명.............................................................................................................................................................94
04_3_윈도 디스플레이 조명....................................................................................................................................94
04_4_조도.....................................................................................................................................................................96
04_5_조명의 연출기법.............................................................................................................................................97
05_1_피팅 룸(FITTING ROOM)....................................................................................................................98
05장_ 비주얼은 마법이다_비주얼 머천다이징
차례
12
01_1_비주얼 머천다이징의 발생 배경과 개념의 변화................................................................................104
01_1_VM의 개념...................................................................................................................................................105
01_2_VM의 협조부서.......................................................................................... ...............................................105
01_3_VM의 목적과 기대효과............................................................................................................................106
02_1_소비의 순서......................................................................................................................................................108
02_2_소비할 때 하는 행동.....................................................................................................................................109
02_3_상품에 따른 디스플레이 형태..................................................................................................................110
01_유도 디스플레이..................................................................................................................................110
02_견본 디스플레이............................................................................................................................................110
03_혼잡 디스플레이............................................................................................................................................110
02_4_상품 판매유형................................................................................................................................................110
01_대면 판매.........................................................................................................................................................110
02_측면 판매..........................................................................................................................................................110
03_셀프 판매.....................................................................................................................................110
03_1_VM의 요소..........................................................................................................................................111
2_연출과 진열.....................................................................................................................................................112
03_3_연출과 진열을 위한 전제 조건(5W1H)...............................................................................................112
03_4_상품의 진열......................................................................................................................................................113
04_1_VM PLAN 52주...........................................................................................................................................114
04_2_VM의 기대효과..............................................................................................................................................115
04_3_VP(Visual Presentation)................................................................................. ..........................116
01_신년(NEW YEAR DISPLAY).................................................................................................116
02_봄 디스플레이(SPRING DISPLAY)........................................................................................................116
03_여름 디스플레이(SUMMER DISPLAY)................................................................................................117
04_장마/야외 스포츠(OUTDOOR SPORTS DISPLAY)........................................................................118
05_가을 디스플레이(FALL DISPLAY)......................................................................................................119
차례
13
06_겨울 디스플레이(WINTER DISPLAY)..................................................................................................120
07_성탄절(CHRISTMAS DISPLAY)............................................................................................120
04_4_PP(Point of sales Presentation)................................................................................................122
01_페이싱 목적.................................................................................................................................. ..................122
02_페이싱 방법...................................................................................................................................................122
03_페이싱 연출방법............................................................................................................................................122
04_5_IP(Item Presentation)..............................................................................................................124
01_행어.................................................................................................... .......................124
02_스폿전개...................................................................................................... .......................124
03_쇼케이스...............................................................................................................................124
04_행잉(Hanging)...............................................................................................................................124
04_선반...............................................................................................................................124
05_1_상품의 집기.................................................................................................... .......................126
05_2_진열과 연출의 차이...................................................................................................... .......................130
05_3_진열과 연출의 순서...............................................................................................................................131
06_1_VM의 구도....................................................................................................................................................132
01_삼각 구도...........................................................................................................................................................132
02_반복 구도...........................................................................................................................................................132
03_대칭 구도........................................................................................................................................... ..............133
04_비대칭 구도......................................................................................................................................................133
06장_컬러에는 본능이 있다_색(COLOR)
01_1_색의 개념..............................................................................................................................................138
01_색이란.............................................................................................................................................138
차례
14
02_스펙트럼...............................................................................................................................................138
02_1_색의 3요소...................................................................................................................................................138
01_색상(Hue)..............................................................................................................................................138
02_채도(Chroma)..............................................................................................................................................139
03_명도(Value).........................................................................................................................................139
03_1_색채의 의미 ...................................................................................................................................................140
01_빨강(red)..................................................................................................................................................140
02_주황(orange)..........................................................................................................................................140
03_노랑(yellow)..........................................................................................................................................141
04_초록(green)..........................................................................................................................................141
05_파랑(blue)..........................................................................................................................................142
06_갈색(brown)..........................................................................................................................................142
07_보라(Purple)..........................................................................................................................................143
08_금색(gold)..........................................................................................................................................143
09_은색(silver)..........................................................................................................................................143
10_검정(black)..........................................................................................................................................144
11_흰색(white)..........................................................................................................................................144
04_1_.색채의 감각 ....................................................................................................................................................146
01_색의 대비........................................................................................................................................146
02_톤(Tone)..........................................................................................................................................146
01_비비드(vivid)........................................................................................................................................146
02_스트롱(strong)......................................................................................................................................146
03_브라이트(bright)...............................................................................................................................146
04_소프트라이트(soft).............................................................................................................................147
05_페일(pale).................................................................................................................................................147
차례
15
03_공간색(Volome color)...............................................................................................................147
04_경영색(거울색 mirror color)........................................................................................................147
05_1_색채 기획 프로세스.............................................................................................................................148
01_색채 기획..................................................................................................................................................148
02_색채 기획의 과정 ....................................................................................................................................149
03_색채 기획의 조건과 체크 포인트..................................................................................................149
07장_ 주연을 능가하는 힘_소품
01_1_마네킹................................................................................................................................................................154
01_사실적 마네킹................................................................................................................................................154
02_반추상 마네킹...............................................................................................................................................155
03_추상 마네킹....................................................................................................................................................156
04_신소재 마네킹...............................................................................................................................................157
05_토루소.............................................................................................................................................................158
06_피노키오 마네킹..........................................................................................................................................158
07_특색있는 마네킹.................................................................................................................................159
08_부분 마네킹.....................................................................................................................................................161
02_1_옷걸이...........................................................................................................................................................162
01_나무 옷걸이...................................................................................................................................................162
02_플라스틱 옷걸이..........................................................................................................................................163
03_고무 코팅 옷걸이..........................................................................................................................................163
04_융코팅 옷걸이와 사이즈링......................................................................................................................163
03_1_POP..........................................................................................................................................................162
01_POP의 역활...................................................................................................................................................162
02_POP의 종류..........................................................................................................................................163
차례
16
03_POP의 글씨체...............................................................................................................................163
04_디스플레이용 POP......................................................................................................................163
04_방향제시 POP......................................................................................................................163
08장_ 공감과 소통의 예술_매장운영
01_1_매장 시간..........................................................................................................................................................174
01_MASTER TIME..........................................................................................................................................174
02_GLASS TIME.........................................................................................................................174
03_SIVER TIME..................................................................................................................174
04_GOLDEN TIME.....................................................................................................................174
TOMORROW PLAN.......................................................................................................................175
01_2_매장의 감정조절...........................................................................................................................................176
01_소비자의 입장 시 얇은 미소를 짓는다..............................................................................................176
02_시선을 부드럽게 한다...............................................................................................................................176
03_자신의 말투에 장점을 살리자................................................................................................................177
04_피팅 시 기다려 준다...............................................................................................................................177
01_3_카운터 매뉴얼.........................................................................................................................................178
02_1_올바른 지식으로 사용...............................................................................................................................180
주의사항................................................................................................................................180
09장_ 현재와 미래를 지배하라_매장의 목표관리
01_1_매장 운영을 위한 2가지 매뉴얼..........................................................................................................186
01_정리하기.........................................................................................................................................................186
02_기록하기...................................................................................................................................................187
02_1_매장 관리 매뉴얼.........................................................................................................................................189
01_매장 관리 매뉴얼...........................................................................................................................................189
차례
17
11장_99가지 이야기_패션의 이해
01_1_아이템...............................................................................................................................................218
01_자켓(jacket)................................................................................................................................................220
02_블라우스(blouse)....................................................................................................................................223
03_원피스(dress)...........................................................................................................................225
04_스커트(skirt)..............................................................................................................................................228
05_팬츠(pants)..............................................................................................................................................229
02_01_섬유
02_고객 관리 매뉴얼........................................................................................................................................189
03_직원 관리 매뉴얼..........................................................................................................................................189
03_1_매출 계획을 작성한다..........................................................................................................................190
2_행동 계획을 작성한다...............................................................................................................190
계획표 1.............................................................................................................192
계획표 2.............................................................................................................194
04_1_매장 체크 리스트.........................................................................................................................196
01_점포 환경관리................................................................................................................................................196
02_상품관리 체크사항.................................................................................................................................196
03_접객 관리 체크리스트..........................................................................................................................196
04_시설관리 체크사항.....................................................................................................................................196
05_점포 운영 관리 요령................................................................................................................................197
1.CS체크 리스트.............................................................................................................197
2.매장체크리스트.............................................................................................................198
10장_매출의 가장 유능한 참모_ POS
01_1_P0S 매뉴얼.....................................................................................................................................................202
차례
18
01_가르손느 룩(garconne look) .......................................................................................................242
02_그런지 룩(grunge look) ..................................................................................................242
패션 룩
01_천연 섬유.................................................................................................................................................................233
01_1_식물성 섬유................................................................................................................................................233
01_면..................................................................................................................................................................233
02_마...................................................................................................................................................................233
01_2_동물성 섬유................................................................................................................................................234
01_견(silk)..........................................................................................................................................................234
02_양모(wool).....................................................................................................................................................234
03_헤어 섬유(hair fibers).......................................................................................................................235
04_가죽(leather).................................................................................................................................236
02_인조 섬유.............................................................................................................................................................237
01_1_재생 섬유........................................................................................................................................................237
01_비스코스레이온........................................................................................................................................237
02_아세테이트............... ....................................................................................................................................237
03_합성 섬유........................................................................................................................................................238
01_나일론..............................................................................................................................................................238
02_폴리에스터....................................................................................................................................................238
03_아크릴........................................................................................................................................................238
04_스판텍스........................................................................................................................................................239
05_폴리프로필렌...............................................................................................................................................239
차례
19
03_글리터 (glitter).................................................................................................................242
04_개츠비 룩(gatsby look) .................................................................................................................243
05_라이더스 룩(rider's look) .................................................................................................................243
06_뉴 룩(New look).................................................................................................................243
07_디오르 룩(dior look) .................................................................................................................244
08_란제리 룩 (lingerie look) .................................................................................................................244
09_레기 룩(leggy look) .................................................................................................................245
10_레쉬가드(rash gurdd) .................................................................................................................245
11_로큰롤 룩(rock'n'roll look) .................................................................................................................246
12_마린 룩(marine look) .................................................................................................................246
13_마돈나 룩(madonna look) .................................................................................................................246
14_머터니티 룩(maternity look) .............................................................................................................246
15_모즈 룩(mods Look).................................................................................................................247
16_미디벌 룩(medieval look) .................................................................................................................248
17_미니멈 룩(minimum look) .................................................................................................................248
18_밀리터리룩(military look) .................................................................................................................249
19_빈티지(vintage) .................................................................................................................250
20_베기 룩(baggie look).................................................................................................................250
21_베어 룩(bare look) .................................................................................................................251
22_보니 룩(bonnie look) .................................................................................................................251
23_보이 스카우트 룩(boy scouts look) ................................................................................................251
24_보이시 룩(boyish look) .................................................................................................................252
25_보헤미안 룩(bohemian look)...........................................................................................................252
26_비아리츠 룩(biarritz look) .................................................................................................................253
27_비틀즈 룩(beatles look) .................................................................................................................253
28_빅 룩(big look).................................................................................................................253
29_사이클 룩(cycle look).................................................................................................................254
30_스포티룩(sporty look).................................................................................................................254
31_사파리 룩(safari look) .................................................................................................................254
32_산타페 룩(Santa Fe look) .................................................................................................................255
33_서퍼 룩(surfer look) .................................................................................................................255
34_세일러 룩(sailor look).................................................................................................................256
35_셰이프 룩(shaped look) .................................................................................................................256
36_소버 걸 룩(sober girl look) ...........................................................................................................256
37_슈미즈 룩(chemise look) .................................................................................................................256
38_스코티시 룩(scottish look) ..............................................................................................................256
39_스쿨걸 룩(schoolgirl look) .................................................................................................................256
40_스쿨보이 룩(schoolboy look) ........................................................................................................256
41_스페이스 룩(space look) .................................................................................................................257
차례
20
42_시 스루 룩(see through look) ..........................................................................................................257
43_시티 스포츠 룩(city sports look) ......................................................................................................257
44_아미 룩(army look) .................................................................................................................258
45_아웃도어 룩(outdoor look) ............................................................................................................258
46_아이비 룩 (ivy look).................................................................................................................259
47_양키 룩(yankee look) .................................................................................................................259
48_얼리 아메리칸 룩(early American look).....................................................................................259
49_에드워드 룩(edwardian look) ..........................................................................................................259
50_에스닉 룩(ethnic look) .................................................................................................................260
51-에스키모 룩(eskimo look) .......................................................................................................260
52_에어 포스 룩(air force look) ...........................................................................................................260
53_에이섹슈얼 룩(asexual look) ..................................................................................................260
54_오프 보디 룩(off body look) ...........................................................................................................261
55_오피서 룩(officer look) ............................................................................................................261
56_오트 쿠튀르(haute couture)....................................................................................................261
57_올드 아메리칸 룩(old American look) ..................................................................................261
58_올드 웨스턴 룩(old western look) .........................................................................................262
59_올드 잉글랜드 룩(old England look) .......................................................................................262
60_올드 파이어니어 룩(old pioneer look) ...................................................................................262
61_워크 룩(work look) .................................................................................................................262
62_워크 웨어 룩(work wear look) ...................................................................................................263
63_원 포인트 룩(one point look) .......................................................................................................263
64_원 피스 룩(one piece look) ............................................................................................................263
65_윈터 머린 룩(winter marine look) ...............................................................................................263
66_이노센트 룩(innocent look) .............................................................................................264
67_이미그런트 룩(immigrant look) ..................................................................................................264
68_인디언 룩(Indian look) .................................................................................................................264
69_집시 룩(gypsy look) .................................................................................................................264
70_차이니즈 룩(chinese look).................................................................................................................265
71_카나비 스트리트 룩(carnaby street look)......................................................................................265
72_카니발 룩(carnival look) .................................................................................................................265
73-카우보이 룩(cowboy look) .................................................................................................................266
74_캠퍼스 룩(campus look) .................................................................................................................266
75_컨트리 룩(country look) .................................................................................................................266
76_코오디네이트 룩(coordinate look) .........................................................................................266
77_코스모코르 룩(cosmocorps look) .............................................................................................267
78_쿠튀르 룩(couture look) .................................................................................................................267
79_테디 보이 룩(teddy boy look) .....................................................................................................267
80_토털 룩(total look) .................................................................................................................268
21
81_투 인 원 룩(two in one look) .................................................................................................................268
82_투피스 룩(two piece look) .................................................................................................................268
83_트라이앵글 룩(triangle look) ......................................................................................................268
84_트로피컬 룩(tropical look) .................................................................................................................269
85_티롤리안 룩(tyrolean look) .................................................................................................................269
86_파자마 룩(pajama look) .................................................................................................................269
87_파이어리츠 룩(pirates look) .................................................................................................................270
88_파운데이션 룩(foundation look) .........................................................................................................270
89_팝룩(pop look) .................................................................................................................270
90_펑크 룩 (punk look) .................................................................................................................271
91_프레피 룩 (preppy look).................................................................................................................271
92_프리티 피유 룩(petite fille look)........................................................................................................271
93_피프티즈 스타 룩(fifties star look) ................................................................................................271
94-포크로 룩(forklore look).................................................................................................................272
95-페전트 룩(peasant look) .................................................................................................................272
96-페어 룩(pair look) .................................................................................................................272
97_피터 팬 룩(peter Pan look) .................................................................................................................272
98_피에로 룩(pierrot look) .................................................................................................................273
99_호보 룩(hobo look) .................................................................................................................273__

시장 조사는 트렌드를 읽기 위해서 이다.
브랜드에서 다양한 연령대와 각기 다른 성향의 사람이 같은 매장에 들어가 ‘소비’라는 행동을 한다는
것은 매우 어려운 일이다. 따라서 브랜드는 비슷한 성향의 소비자를 공략하여 서로 공유 할 수 있는
스타일을 만드는 브랜드 매장이 필요하다.
서로가 비슷한 성향의 소비자들이 즐기는 공간을 만드는 것이다.

기획 회의는 공유하는 것이다.
회의 참석자들 각각의 생각을 모아서 하나의 브랜드를 만들어 나가는 작업이기 때문에 매우 신중한 회의이다. 브랜드를 이끌어갈 방향을 설정하고, 그 방향에 도달하기 위한 방법 및 프로세스를 논의하는 회의이다.