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__