• 한국실내디자인학회논문집
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• 제22권2호
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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.

• 한국실내디자인학회논문집
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• 제17권6호
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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.

• 한국의류학회지
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• 제42권5호
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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.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2008년도 춘계학술발표대회 논문집
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• pp.173-178
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• 2008

Flagship store has rapidly come into being is the typical tool of brand-communication between enterprises and consumers. Flagstore comprised of a lot of tastes delivers brand-image and builds brand- identity. this research on the ground of Semiotics by Pierce, examined closely the connections between two tastes and analyzed the brand-image had prodused through tastes. The method study restricts the four analytical subjects of the fashion-brands have successfully built brand-image and identity and arranges each brand - identity and constructive strategy. After that, it analyzes the examples of Flagstore on the ground of Semiotics. The purpose of this research focuses how the tastes will have occurred on the Flagstore will express and analyze the brand -identities and presents a methodology it will be able to designe.

• 한국의상디자인학회지
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• 제17권4호
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• pp.173-189
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• 2015

The purpose of this study is to present the classification and operation systems of fashion offline stores. This research analyzed fashion literatures, articles and papers published by fashion-related companies and interviewed fashion practitioners. This research can be used as information for practitioners of the domestic fashion brand and students of fashion majors. The classification and operation systems of fashion offline stores are as follows. 1. The types of fashion offline store is classified as a form of road shop, department store, complex shopping center, select shop, outlet, and fashion wholesale retail specialty store. 2. The road shop is classified flagship store, franchise store, direct sales store, and street brand store. 3. The department store is recently using strategy to improve the profit rate, as setting up the select shop, expand the import contemporary brand stores, the men's brand stores, SPA brand stores, the street brand stores, and the soho internet shopping mall brands instead of reducing the national brands. 4. Most forms of fashion offline stores enhanced the functions to combine the catering, cultural activities and purchasing the lifestyle-related products, as well as fashion items. 5. The types of the operation system in fashion offline stores is classified as direct operations, franchise operations, middle management operations, and fully insert operations. 6. Franchise operations are tended to decline, however middle manager operations are overwhelming.

• 복식
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• 제66권4호
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• pp.1-17
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• 2016

Fashion stores have to change to fit such the taste of individual customers taste and try to give unique experiences to the customers. They need to develop a special space that entertains customers, and entices them to visit and revitalize the off-line stores. This paper aims to analyze the experimental factors of stores, and how each of the factors impact customer experience in order to find out its effect on store satisfaction and store loyalty. Data was analyzed by using SPSS 18.0 and AMOS 18.0. Results of this study are as follows. First, Visual, Tactile, and Gustatory are the main senses that influence the emotional experience of the customers on a store visit. Second, three factors that influenced customer experience in experimental fashion stores are 'Causing Interest', 'Causing Concern', and 'Causing Relationship.' Third, the 'Causing Interest' factor and the 'Causing Concern' factor showed positive correlation with store satisfaction, while the 'Causing Relationship' factor did not impact store satisfaction, which affected store loyalty. Fourth, each experimental fashion stores can have different effect to consumer satisfaction and loyalty. Also, fashion store brands without an experimental store can cause various effects to consumers when a flagship store with an array of product information is formed. The conclusion drawn from this study will provide a guideline for fashion stores attract faithful customers by improving their store environment.

• 한국의류산업학회지
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• 제9권1호
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• pp.72-80
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• 2007

The purpose of this study is to identify the latest trend and type of retail space, and the features according to type of retail space of global prestige brand. To do this, literature analysis was executed by related books, articles, and theses. As a result, the latest trend of fashion retail space which has appeared after 2000 is as follows: 1) The differentiation of fashion brand through collaboration between fashion designers and architects, 2) retail space extension strategy, 3) retail space as a cultural space, 4) bold investment for retail space. The type of fashion retail space which has appeared after 2000 is as follows: 1) Spectacular flagship retail space of monumental scale, 2) global type retail space which exhibits common features through the whole world, 3) localization retail space which shows different features according to store location 4) innovative retail space out of traditional store form. The result of this study will be utilized when a domestic fashion brand establishes global marketing strategy of retail space.

• 한국실내디자인학회논문집
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• 제22권6호
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• pp.119-129
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• 2013

For commercial inner space, studies about brand communication and VMD to inform brand identity to customers are very important. Accordingly, the study conducted questionnaire survey about 'emotional reaction, brand recognition, brand communication and satisfaction on VMD expressional elements' of customers and brand-related personnel on the ZARA flagship store. Through analysis of difference of evaluation on surveyed items between customers and brand personnels, importance of direction of VMD design applying brand communication which can satisfy customers and application of brand communication was verified. Specific results of the research are as follows: First, comparing brand personnel's expectation of recognition of their brand from customers, substantial level of recognition of brand by customers was lower. It is necessary for improvement through consumer analysis in order to raise brand recognition. Second, as the result of analysis of emotional reaction on VMD, it needs to lead customers to positive emotional reaction close to the brand plan intention by inducing 'exciting and sensational' brand concept to emotional reactions through comprehensive VMD image management and leading to 'free and convenient' emotional reaction and then communications with customers and minimizing emotional differences. Third, for brand communication and creation of 'interest', intention of ZARA, it needs to get maximum communicative effects with 'young' VMD design. Fourth, for satisfaction survey on VMD expressional elements, customers was less satisfied than brand personnel. Accordingly, in order to raise customers' satisfaction, show windows, entry, mannequins and objets should be planned with priority and it should also satisfy customers through communications with customers including advertisement and marketing.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2015년도 춘계 종합학술대회 논문집
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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.

• 복식문화연구
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• 제22권2호
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• pp.258-272
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• 2014

This study aims at comprehending the characteristics of fashion communications through case study about an art marketing that Prada develops in the field of modern fashion and providing theoretical materials on creativity-based art marketing and communication spread as expression strategy for brand philosophy and personality. For its research method, theoretical study was reviewed about art marketing and Prada's fashion philosophy and then cases on Prada's art marketing were analyzed according to their types. Prada's types in their art marketing are classified into several groups: support of art foundation and artists, differentiation via flagship store, application of image fashion, exhibition project, and cooperative work with different realms. From the above marketing strategies, we can find the values in that the brand image imbedded in enterprises with culture and art was contributable to set up the brand identity, that they were much beneficial to continuous activation for fashion culture and art fields, and that fashion communications of artistic emotion based on challenge and innovation were proposed. This fashion communication in Prada via way of art marketing is not just expression of Prada's luxury fashion brand but willingness to make their unique style from different facades. This also suggests the orientation that modern fashion should look forward to in finding a new way through cooperative relationship with other fields.