• Title/Summary/Keyword: Fashion Flagship Store

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Flagship Store Trends in the Retail Market: Exploring the Characteristics (유통시장의 플래그십 스토어 트렌드: 현황을 통한 고찰)

  • Park, Kyung-Ae
    • 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.

Flagship Store Experience of Luxury and SPA Brands -Effect on Store Emotion and Loyalty- (럭셔리와 SPA 플래그십 스토어 체험 -점포 감정 및 충성도에 미치는 효과-)

  • Park, Kyungae;Kim, Eun Young
    • 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.

A Study on the Efect of Brand Personality of Fashion Flagship Store on Brand Loyalty in Interior Design - Focus on the Fashion Flagship Store of Louis Vuitton - (패션 플래그쉽 스토어 인테리어디자인의 브랜드 개성과 브랜드 충성도의 영향관계에 관한 연구 - 루이뷔통의 플래그쉽 스토어를 중심으로 -)

  • Cho, Yeon-Joo;Lee, Ju-Hyeong;Park, Chan-Il
    • 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.

A Study on Characteristics of Funology Spatial of the Fashion Flagship Store (패션 플래그쉽 스토어에 나타난 퍼놀로지(Funology) 공간 특성연구)

  • Oh, Hye-Lin;Kim, Kai-Chun
    • 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.

A Case Study of Correlation Analysis Between Fashion Brand Image and Store Space Image - Focusing on Luxury Fashion Flagship Store - (패션 브랜드 이미지와 매장 공간 이미지의 상관관계 사례 연구 - 럭셔리 패션 플래그쉽 스토어를 중심으로 -)

  • Kim, Na-yeon;Lee, Hyun-soo
    • 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.

Fashion flagship stores: Characteristics, brand types, and consumer responses (패션 플래그십 스토어 분석: 특성, 유형, 소비자 반응)

  • Park, Kyungae
    • 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.

Artification in Flagship Stores of Luxury Fashion Brands (럭셔리 패션 브랜드의 플래그쉽 스토어에 나타난 예술화)

  • Hwang, Jin-Ju;Yim, Eun-Hyuk
    • 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.

Case Study on Fashion Brand Flagship Store in Metaverse -Focusing on Fashion Brand in ZEPETO- (패션 브랜드 메타버스 플래그십 스토어 사례연구 -제페토(ZEPETO) 내 패션 브랜드를 중심으로-)

  • Kim, Woo Bin;Hur, Hee Jin;Choo, Ho Jung
    • 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.

A Study on Relationship between Expressive Tendency and Skin Contemporary Fashion Retail Shops - Focusing on the analysis of a Flagship store - (현대 패션 리테일 샵에 나타난 표현경향과 표피(表皮)의 상관성에 관한 연구 - 패션 선두매장을 중심으로 -)

  • Kang So-Yeun
    • Archives of design research
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    • v.19 no.4 s.66
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    • pp.91-100
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    • 2006
  • The contemporary consumer's fashion retail shops are becoming diverse in function and sensitivity while keeping in mind the effects of consumer's lifestyles according to changing fashions. Recently, external changes and expressive characteristics have become symbolic in retail fashion shops. This reinforces the importance of the skin, which is becoming image-sensitive and increasingly important. Therefore, this thesis will study the relationship between expressive tendency and skin in fashion retail shops by distinguishing the characteristics of a skin historically as well by categorizing the four brands from flagship stores which have introduced brand identity and an exceptional expressiveness of skin into types of form and space.

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Study on Features of Depaysement Observed in Interior Spaces of Fashion Flagship Stores (패션 플래그쉽 스토어(Flagship store)의 실내공간에 나타나는 데페이즈망 특성에 관한 연구)

  • Jeon, Min-Ji;Kim, Jeong-Ah
    • 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.