• Proceedings of the Korea Contents Association Conference
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• 2015.05a
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• pp.99-100
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• 2015

과거와 달리 현재는 소비에 대한 인식이 바뀌어 상품을 공급받는 소비가 아닌 이미지와 가치를 중시하는 차별화된 소비를 원한다. 따라서 고객의 주목을 끌어 판매를 유도하는 매장 쇼윈도우 디스플레이의 중요성이 높아졌다. 쇼윈도우 디스플레이에 있어서 오브제(object)는 제품의 가치를 향상시킬 수 있는 수단이자 방법으로 시각적 매체이다. 이러한 오브제 연출 기법을 살펴보기 위해 구상적 매체와 추상적 매체로 구분하여 패션 플래그쉽스토어 사례를 분석하였다. 따라서 본 연구에서는 오브제 연출 기법의 적극적인 도입으로 과거의 획일화된 디스플레이 연출에서 탈피하여 제품의 가치 증진과 소비자와 유대관계를 맺고 시선을 유도할 수 있는 차별화된 패션 플래그쉽스토어 쇼윈도우 디스플레이로 거듭나는 것에 의의를 둔다. 또한 디스플레이 쇼윈도우의 효과적인 시각전달과 새로운 디자인의 개성화를 추구하고자 한다.

• Korean Institute of Interior Design Journal
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• v.20 no.6
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• pp.62-70
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• 2011

Fashion flagship store is to maximize brand's image, not for sales. As a value for consumption is changing into expression of individual styles and egos through brands' images based on their personalities rather than products, today, people are laying stress on expression of brands' personalities with spatial design of fashion flagship store to create differentiated brand images. This study was designed to examine brand personalities expressed in fashion flagship store's spatial design, and spatial components and ways of expression to influence them, and analyze how brand personality has an impact on brand loyalty. According to the results of this study, brand personality in fashion flagship store's space design of Louis Vuitton has three characteristics such as sincerity, vitality and tenacity, and display, pattern, furniture, color and wall have high influences on expression of its brand personality. Also, the higher brand personality got, the higher brand loyalty went up. These results imply that fashion flagship store's space design expressing differentiated brand personalities influences customers' brand loyalty to constantly use the brands, and thus is highly important for brand marketing of this day.

• Korean Institute of Interior Design Journal
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• v.17 no.6
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• pp.92-101
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• 2008

In the current age, as the importance of image is increased, brand images are strengthened, and various ways of expressing space are suggested considering the life styles of consumers. Recently, flagship stores are attempting various ways of expressing interior deigns and the flow of life culture, which can maximize the characteristics of image in a large, complex space. Centering on this trend, this study is conducted to explore an objective standard for the stylistic image characteristics reflecting the formative expression trend; to investigate various expression methods of images that are suggested by flagship stores; and to suggest the indicators of design. Based on this background, the formative trend is classified into the expression trends of minimalism and deconstructionism. An image evaluation test was conducted on the selected brand cases by applying the classification, and the following results are obtained from a comparative analysis. In this study, a stylistic analysis of expression methods is suggested from the stylistic image characteristics of each brand as well as from the reliability and validity of the expression trend. It can be concluded that such stylistic image characteristics are important factors in relation with fashion and architecture, and they can be used for differentiating design expression methods.

• Korean Institute of Interior Design Journal
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• v.26 no.6
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• pp.191-201
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• 2017

In the 21st century, modern society is rapidly changing paradigm of environment with advancement of advanced technology and improving income levels. Such a paradigm reflected in modern design and emerged as a new spatial aspect through various cultural and artistic expressions, thus becoming a crucial role in commercial space. Reflecting on this phenomenon, fashion brands have expanded the concept of a variety of cultural, artistic, and experience cultures with a variety of cultural and artistic sectors in each of the world's major cities. The fashion companies began to focus on fashion programs featuring "Funology" as the fun which creates a sense of curiosity rather than a meaningless space and a fun experience. Therefore, this study analyzes the spatial characteristics of fashion flagship store sites using characteristics of fashion flagship store presented in the expressions of fashion, and analyzes the spatial characteristics of the fashion flagship store based on the spatial characteristics derived from the spatial characteristics of the fashion scene. Based on these results, we confirm the relationship between the Fashion Flagship and the Funology. Design Aspects of the Fashion Flagship Store with Elements of Fun and We expect continuous research as a strategic factor that provides limitless ideas for many design and creative activities.

• Fashion & Textile Research Journal
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• v.22 no.4
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• pp.413-431
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• 2020

Luxury fashion brands have begun to aggressively introduce art to justify inherent values such as tradition, craftsmanship, and exclusivity that make it difficult for luxury brands to uphold awe-inspiring atmosphere. Artification refers to a process in which non-artistic factors are transformed into art or artistic category under the influence of artistic thoughts or actions. In addition, the consumption space provided by brands have become important as the importance of substantial shopping experience has increased. Especially, since the artification is actively utilized in flagship stores in the communication interface with consumers. This study uses a literature review and case studies to typify and derive the meaning of the method for artification at a flagship store that effectively conveys brand identity and value. The types of artification at a luxury fashion brand flagship store are divided into pursuing brand permanency and maintaining brand exclusivity that also provides a new value of permanency like a work of art to a luxury fashion brand. Basic values, such as scarcity are declining, reviving and justifying the value threatened by the popularization of luxury.

• Korean Institute of Interior Design Journal
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• v.25 no.4
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• pp.135-146
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• 2016

The purpose of this study is to analyze the correlation between fashion brand image and store space image. To investigate this study further, one of the luxury fashion brands was selected for a case study and surveys were conducted to 200 participants. This study evaluates the factors of fashion brand images that customers associate with a brand before stepping inside the flagship store. Also it analyzes the factors of store space image after the experience of the flagship store. As a result of the correlation analysis based on quantitative statistic measures, the fashion brand image and store space image coincided highest with extraordinary, young and strong characteristics. According to the space elements of the flagship store, the relationship of the brand image with the store image was investigated. As a result of analysis, customers felt the high correlation with the facade among the architectural elements of flagship store. This resulted in that customers consider that the black box of the facade represents originality of this fashion brand as a concept of spatial elements. As a practical implication, companies should understand that the architectural design is a very crucial component in designing the flagship store, as it gives customers their first impression about a brand. The brand image is required to be integrated through the exterior design of the store. The final conclusion of this study shows that the flagship store provides a space where you can experience the corporate value and brand through the space of brand experience and share an emotional image created by the brand as well.

• Korean Institute of Interior Design Journal
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• v.22 no.2
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• pp.167-175
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• 2013

This study aims to suggest a direction for interior space design for fashion flagship stores in the future where the brand identity can become correctly recognized by the consumers, and consumers can have various and differentiated experiences. As research method, theoretical concept review and case study on brand communication and VMD were used. Specifically, for review on brand communication, concept, strategies, and space types were explored, and, for review on VMD, concept, purpose, and expressive elements were researched. Also, the study looked at the relevance between and importance of strategy types of brand communication and VMD. Through these reviews, strategy types of brand communication and analysis criteria for VMD application were written based on the research and analysis of 8 cases in Korean and elsewhere. The results of this study is as follows: Based on marketing-oriented thinking with understanding of VMD, the plan must accurately understand the image and identity pursued by the brand, take into account the store layout, atmosphere, product concept, trend, and display, so that the store can communicate with the customers with cognitive consistency, diversity of senses, and differentiation from other companies. Currently, fashion flagship stores in Korea are concentrated on sales in expressing VMD, and, therefore, are difficult to deliver brand identity to consumers and they require diversity in expressive elements in doing so. Therefore, in the interior space design of fashion flagship stores in Korea, brand communication must enhance cognitive, behavioral, relationship, and culture marketing, and, requires confirming VMD expression in details by linking with brand communication and specific expressions based on it.

• Korean Institute of Interior Design Journal
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• v.23 no.4
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• pp.201-210
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• 2014

Recently, it is considered that the fashion flagship stores are being standardized as they are focusing only on external decorations and that they are hardly expressing their own intrinsic identities. That being the case, the fashion flagship stores are, now, pursuing diversity and are trying for any experimental designs in order to make their spaces more unique than those of other fashion flagship stores are, and regarding customers who would visit the stores, they have this desire to experience spaces, which are all unusual and different, just quickly while they shop. The topic of this study, depaysement which is making it unfamiliar, applies some unfamiliar a stimulus to people, and that makes the users remember this realization of original images and psychological stimuli as long as possible as leading the users to experience those spaces of special values. In the light of that, this study categorizes the features of depaysement into those groups, such as distortion of scales, juxtaposition of foreign materials, fantasy and ambiguity of a boundary, and analyzes the interior spaces of the fashion flagship stores. After all, this study applies depaysement to the fashion flagship stores' interior spaces, which have been all familiarized and standardized through some habitual relations, and works on different stimuli in order to invite the users to experiences of those totally new senses which are different from what the users have been felt in their daily lives. In the end, the study aims to propose ideas for how to design a place attractive enough to make the users revisit the place as after going through such memory process mentioned on the above.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.5
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• pp.809-822
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• 2018

Fashion brands communicate with consumers through the use of fashion films that are effective in the delivery of the image. This is because digital media (such as fashion films) are popular and accessible as well as effective in attracting people's attention. The reasons why fashion films have become a new fashion media among many others is becuase they are based on an existing platform. This study will examine offline platforms of fashion film: flagship store, fashion exhibition, and fashion show. The offline platform of a fashion film is a physical space where a fashion film can be exhibited and viewed as a medium that can effectively convey fashion film to consumers. As a research method, the concept of an offline platform of fashion film is established based on a literature review of fashion films and platform that is followed by an empirical case study. The study results show that the offline platform of a fashion film is in the progress of turning into an autotelic space where the consumption of such culture as cinema and theater has become possible.

• Science of Emotion and Sensibility
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• v.26 no.2
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• pp.53-66
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• 2023

In recent times, more fashion brands have been seeking ways to use metaverse platforms, in which users can actively participate, as their new brand touch-points. This study aims to compare the brand experiences of the fashion brand Gentle Monster's offline store and its equivalent metaverse store. By changing the order of offline and metaverse visits, two groups participated in the field study that allowed them to experience directly the offline and metaverse stores. As a result of the analysis, the following findings were discovered: (1) In the overall experiential response, the frequency of sensory modules responding to new information was much higher than that of feeling experiences; (2) Experiential responses were more active in the offline store where the subjects could touch and use products directly rather than in the metaverse; (3) Among the four types of theme space, the experiential response was the most frequent in the product space; (4) The first group that visited the metaverse store before the offline store showed a more active experience than the second group that visited the offline store first. Finally, the results of this study show that metaverse brand stores in virtual space not only provide differentiated experiences beyond the spatiotemporal constraints of real space but can also be used as a strategic tool to make offline store experiences more meaningful and rich.