• 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.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2008.05a
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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.

• 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.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.

• 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.

• 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.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.

• 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.

• Korean Institute of Interior Design Journal
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• v.22 no.6
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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.

• 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.