• Korean Institute of Interior Design Journal
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• v.20 no.2
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• pp.72-84
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• 2011

In accordance with an active development, we now enjoy web 2.0 generation centering bilateral participation through the web 1.0 environment mainly providing the offering information and take a step web 3.0 understanding information by itself. The same time of digital technic development, consumption market arrived at market3.0 generation, also passed by market 1.0 and went via market 2.0 based on bilateral participation and understanding. This change have the marketing implement index changed as well. Nowadays, 7C is generalized of making up sensibility, emotion, communication, relationship, customization and interactive built as a major strategy from the day of 3p focused on customer environment, service process and 4P focused on physical quality of product. It isn't that brand and merchandise create life and experience like as past. It is focused on embodiment of a way of life, culture and creative experience from consumers' own. This treatise, therefore, fixes the object as flagship store positively reflecting the change and examine the change of a marketing code element and social factor stimulating customer behavior change. As a condition of this study, It fixes Maslow Motivation Theory as the main index of customer behavior, and 7C as the marketing code. This treatise ultimately studies the index of flagship store discussion based on domestic outdoor brand cases.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.2
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• pp.258-272
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• 2016

This study estimated a structural model for examining causal relationships among flagship store experiences, store emotion and loyalty, and to compare the structural models between luxury and fast fashion SPA brands. A total of 416 responses were collected from consumers who had experience with a variety of luxury and SPA flagship stores. Findings confirmed that flagship store experience consisted of four factors, such as sensory, affective, intellectual and behavioral experiences. Sensory and behavioral experiences had positive effects on store emotion that influenced loyalty. Affective and cognitive experiences influenced loyalty. All aspects of experiences explained store emotion or loyalty for luxury flagship stores; however, two of experiences (i.e., sensory and affective) were important to determine store emotion or loyalty for SPA flagship stores. The study discussed managerial implications for fashion brands to develop and manage flagship stores.

• Korean Journal of Human Ecology
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• v.23 no.2
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• pp.343-355
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• 2014

This study explores the characteristics of fashion flagship stores from the consumer's viewpoint, examines the differences by brand type in the flagship store characteristics, store experience, in-store emotion, and the post-visit brand response, and compares those of the flagship store with other stores of the brand. Flagship stores of the four brand types including luxury, SPA, retail, and national brands were selected for the online survey. Data from 537 respondents who visited and selected one of those stores were analyzed. Five factors including facility/service, scale/product lines, brand identity, location, and publicity were extracted from the characteristics of flagship store. There were differences in the perceived flagship store characteristics by brand type; The luxury and retail brands were more highly perceived in facility/service comparing to the SPA brand. Store experience and brand response were also different by brand type; Perceptions of the luxury brand were also higher than of the SPA brand. Overall, consumer responses to the luxury brand were higher than to the SPA brand. Consumer responses to the flagship store were higher than to other stores of the same brand. The study discusses further implications.

• Korean Institute of Interior Design Journal
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• v.26 no.2
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• pp.45-54
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• 2017

Recently, cosmetic shops play important roles in effectively delivering brand identity to customers. As a most effective mean to deliver brand identity to customers, a shop becomes the space to sell and buy brand image. This study divides brand identity into external identity as a space and internal identity as a brand philosophy with analysis of brand identity structure. To do this, the study proposition that brand awareness is high when there is high conformity between brand identities and survey to five Korean domestic cosmetic manufacturers that have a flagship store has been conducted to prove the proposition. With oneway Analysis of Variance on the survey, the result that the conformity between group's brand identities has significant relationship with brand awareness has been drawn. The findings are as followings; The spatial expression elements that have the strongest effects on the conformity between brand identities are facade, logo and sign, spatial image, fixtures image, symbolic sculpture and programs in order. For spatial elements, colors, shapes and materials have effects on conformity between brand identities in order. With analysis of spatial elements and their colors, shapes and materials, it is shown that all brand colors are used. In addition, brand conformity is emphasized with shapes and materials as well as colors. Futhermore, the brand awareness is improved when emphasis with such spatial elements is repeated in continuous manner. Also, the higher brand identity got, the higher brand awareness went up.

• Korean Institute of Interior Design Journal
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• v.26 no.5
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• pp.152-160
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• 2017

The purpose of this study is to propose a space design plan for brand experience that can enhance consumer satisfaction and brand awareness by conducting a survey on the consumer satisfaction with space expression methods in an eyewear flagship store. Through theoretical review, brand experience was defined as the 'process and outcome of experiences caused by stimulations associated with the brand in a series of processes. After reviewing previous studies, 5 elements of brand experience such as the sensory, emotional, behavioral, cognitive and relational experiences were extracted. Upon deriving a checklist through these elements, a survey was conducted. The analysis of the survey showed that the process composed of cognitive experiences that promoted to remember the brand was intensively expressed in spaces. Thus, the results of this study are as follows. First, the process composed of cognitive experience should be applied with a higher priority to increase brand awareness, and such a process accompanied by the behavioral and sensory experiences. Second, beyond a simple visual experience, various senses such as olfactory and auditory senses should be stimulated, and behavioral experience provided as an experience factor. Third, brand image and sales spaces should be composed under a single theme with a connectivity. Fourth, in external spaces, the curiosity of consumers should be stimulated with a theme matching the brand image. Fifth, it was found that the visitor satisfaction was higher when formative elements consisted of not only static but also dynamic features. Sixth, among the elements of brand experience, emotional experience should be improved to complete the 'process and outcome of experiences'. It is considered that further studies are needed, which expand the cases of eyewear flagship stores not only in Korea but also overseas, and propose more specific plans and design strategies through in-depth interview methods in the future.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.3
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• pp.545-563
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• 2022

Metaverse is a digitally generated world beyond the physical realm; many fashion brands are launching virtual stores in Metaverse. This study explores the cases of flagship stores of fashion brands in Metaverse to understand the peculiarity of Metaverse retailing. This study selected four flagship stores of fashion brands launched on ZEPETO, the largest Metaverse platform in Korea. The characteristics of Metaverse retailing used for case analysis were store (store credibility, servicescape, ease of use), product (content, demos, incentives), social factor (store personnel, store customers), and entertainment (events, games, free gifts). The results illustrate that a transaction system linked to reality could not be established due to technical limitations; it was difficult to obtain specific product information, such as the color, size, and fabric. However, all four fashion brands overwhelmed the traditional retail channels in terms of providing various spatial experiences by operating their virtual stores in global cities related to the heritage and identity of each brand. Furthermore, fashion brands can convey a sense of deviation and fantasy to consumers by delivering unique entertainment activities in Metaverse that they cannot easily provide in real life.

• Korean Institute of Interior Design Journal
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• v.24 no.4
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• pp.70-79
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• 2015

The concept of food and beverage space in modern society is changing into complex space where various experiences are provided. With the increase of food service brands, those brands are getting standardized. Providing more differentiated experience and service became an element of competition to companies. The flagship stores among stores presented by companies have much influence on promotion and sales. Thus, it would be necessary to provide integrated service by adopting service design process for the differentiated design of such experiential space. The objective of this study is to examine the satisfaction of service design of food and beverage flagship stores. By creating a checklist to evaluate the space through the theoretical consideration of flagship stores and service design, the satisfaction of service design of food and beverage flagship stores was analyzed. Through the survey with users of the case space, it was possible to check the satisfaction of the service design elements applied to the food and beverage flagship store space. The satisfaction with service design was evaluated through the 5point scale. When the average point was high, the satisfaction with service design elements was high. In the results of the analysis, regarding the spatial composition of flagship stores, the overall interior/exterior atmosphere should contain the image of the company. As flagship stores compose space that can express various event space and company itself on top of the space for sales, they should present the spatial composition differentiated from other general commercial spaces. The significance of a study on service design of flagship stores is to show positive effect on flagship store space. In the future, it would be necessary to have comparative analysis on domestic and foreign cases applied with the service design process, and also to analyze the strategies in the aspect of service design.

• Fashion & Textile Research Journal
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• v.13 no.6
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• pp.917-925
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• 2011

Flagship store opening is one of the most frequently reported retail news in which it is widely used to promote a new store opening. The purpose of this study was to explore the flagship stores on media reports. Flagship store cases were collected from the news article database of the largest internet portal in Korea. A total of 210 cases were collected and content-analyzed. Though various business types of flagship stores were observed, most were in fashion. The most common characteristic of the flagship cases was the location of the prime sites in a metropolitan city. Global luxury and designer fashion brands met most characteristics, but many flagship stores were not more than a brand-owned store. The flagship store term is emphasized with dramatic expressions and various promotional events for media interests and in turn for marketing communication effect.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2008.11a
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• pp.203-208
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• 2008

The purpose of this study was to propose the design concept for the brand identity communication of the housing cultural center. The case studies, case of two flagship stores and two housing cultural centers, were used in this study for analyzing each case‘s characteristics, brand identity components and design components. As the result of this study, there are differences between the flagship stores and housing cultural centers. The major differences are as follows. First, the flagship stores offer variety of experiences in the store so people can enjoy a lot of unexpected programs whereas the housing cultural centers do not have ones. Second, the flagship stores have dramatic facades so that people want to enter the space even though they do not need to buy anything. However, the housing cultural centers do not have any exciting elements in the facade even most of them are located in the downtown. Moreover, people can have a lot of visual and emotional experiences in the flagship stores from unique merchandising display, changeable wallpapers, movable walls, etc. In other words, designers who are in charge of housing cultural centers should consider carefully to design both interior and facade. Also, company should invest their efforts to make better housing cultural centers because they are the best way to express their own brand identity.

• Journal of Convergence for Information Technology
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• v.7 no.6
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• pp.259-265
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• 2017

This study reviewed the existing studies in order to set up a strategy that can achieve the trust and business performance of the franchisers, who are actually operating franchised business, breaking from the research trend centered around franchise headquarters and added the factors of the franchise headquarters' strategy for expanding franchises, including word-of-mouth communication and advertising & publicity and added the exercise of recruitment agency outsourcing, flagship store, recently utilized often as preceding variables to verify the causal relation between the trust of the franchiser and the business performance of the franchise. The implications of this study, it can be concluded that the government authority for the attraction of healthy franchises can continuously attract franchises and enter the market can continuously attract franchises by increasing the trust of the franchises, and powerfully investing and managing them for the effort through word-of-mouth marketing. It is expected that this study will be helpful in the establishment of a business strategy for forming a continuous relationship as well as the franchise head office's strategy for the recruitment of new franchises.