This study aims to reinterpret the four components of fashion store Visual Merchandising Design (VMD)-Visual Presentation (VP), Point of Purchase Presentation (PP), Item Presentation (IP), and Experience Presentation (EP)-through the lens of affordance theory. It explores how phygital retail environments stimulate consumer experiences and interactions. As the boundaries between online and offline retail become increasingly fluid, VMD no longer functions merely as a visual display but as an experiential medium that integrates sensory, interactive, and emotional dimensions of fashion consumption. This study examines four flagship stores opened or renewed within the past three years - Gentle Monster House Nowhere Dosan (2025), Ader Error Seongsu Space (2024), Musinsa Standard Seongsu (2023), and Nike Gangnam (2024). Field observations were conducted to document circulation paths, display configurations, and the integration of interactive technologies. Observations were complemented by analysis of brand archives and professional media sources to understand each space's experiential intent. The collected data were coded into physical, perceptual, and social affordance categories and comparatively analyzed. The results reveal that phygital fashion stores reinforce action-oriented affordances through participatory design elements, enhance sensory immersion by combining material and digital stimuli, and expand social affordances through community-based and digitally connected spaces. These findings suggest that the VP-PP-IP-EP framework should evolve from a visually centered approach to a consumer experience-centered model. In conclusion, the study redefines VMD as an experiential medium mediated by affordances and provides strategic insights for designing immersive and interactive retail environments in the phygital era.

Abstract
Ⅰ. Introduction
Ⅱ. Review of Literature
    1. Definition and classification of the affordanceconcept
    2. Visual merchandising in phygital environments
Ⅲ. Research Method
    1. Research design
    2. Criteria for case selection
Ⅳ. Results and Discussion
    1. Case analysis
    2. Discussion
Ⅴ. Conclusion
References

• Hwawon Oh(Ph.D. Candidate, Dept. of Clothing & Textile, Hanyang University, Korea) | 오화원 (한양대학교 의류학과 석박통합과정수료)
• Se Jin Kim(Associate Professor, Dept. of Clothing & Textile, Hanyang University, Korea) | 김세진 (한양대학교 의류학과 부교수) Corresponding author