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패션브랜드의 옴니 체험 공간을 위한 사례 연구 -디지털 전략을 중심으로-
양송이 ( Yang Songi ),이정교 ( Lee Junggyo ) 한국공간디자인학회 2020 한국공간디자인학회논문집 Vol.15 No.8
(Background and Purpose) The modern fashion business market is rapidly changing the environment due to the online and digital markets. In particular, due to the trend of the 4th industrial revolution and the recent covid-19, new consumption trends such as untact and on-tact are urging a faster change in the fashion market. Against this background, modern fashion exhibitions are showing the appearance of satisfying interest in the public, fashion, and related conferences by creating various contents and spaces at the level of museums or companies. Even in February, when Covid-19 began in earnest, many fashion brands held fashion shows, but replaced them with no spectators and broadcast live online. However, the first digital fashion week experience did not cause online viral as before, perhaps because there are still many insufficient aspects to replace the physical experience felt in a real space, such as the liveliness and emotions of seeing the runway. As a strategic way to cope with this, it is predicted that the new normal era, which means a new everyday life after Corona, will become an omni that creates coexistence of isolation and connection.Therefore, the purpose of research is to conduct research on the premise that the exhibition space of the fashion brand in the future needs omni-directional experiential marketing in a way that takes into account various tastes and distribution structures across offline and online for quick and efficient communication with viewers. (method) This thesis examined the concept and characteristics of the fashion brand space, the definition of an omni experience channel, and the theoretical background of digital programs and strategies for the omni experience channel. In addition, through a case study of selected brands, the digital strategy used in the online/offline space was examined, focusing on the characteristics of each brand and the omnichannel strategy used. (Result) All brands are engaged in marketing that gives viewers a new experience using digital techniques such as VR, AR, AI, and IOT both online and offline, and wants to get an opportunity to interact with customers. (Conclusions) As such, the omni experience element is a marketing method that mixes offline and online experiences, gives satisfaction to the experiencers, and raises brand awareness. The direction of fashion exhibition in the future depends on how to integrate online and offline, transcending time and space. Fashion exhibitions in the actual space will continue in the future, and interactive communication with customers will become more important in the future. Therefore, the fashion exhibition actively utilizes the omni experience method to increase the accessibility of the spectators to the brand and to find new values in the role of the exhibition, which should reflect the changing society by actively using online and offline to enable smooth communication. You will have to move on to creative content.
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럭셔리 가구 브랜드의 마케팅 요소로서 럭셔리 공간 연출에 관한 연구
양송이 ( Yang Songi ),이정교 ( Lee Junggyo ) 한국공간디자인학회 2021 한국공간디자인학회논문집 Vol.16 No.4
(Background and Purpose) Modern luxury business market is growing rapidly due to several industrial revolutions and changes in consumer culture, and according to recent news, many markets are in crisis due to covid-19, but the luxury business market is growing more. Among them, the home interior market is growing as a new trend such as untact, stay home, and home to work space. Considering the way these interior spaces are expressed and the future direction, it is possible to expect the luxury of popular home interiors. Therefore, furniture, an important element of interior space design, presents a space through advertisements and catalogs on each webpage where each brand can increase the value of each brand in producing space for marketing. Especially, Italian furniture brands, which can be called luxury furniture brands, are increasing their brand value by connecting the country's natural and historical heritage with their furniture in the background. As a marketing element of luxury furniture brands, we intend to present the direction of design for the future luxury space through research on the creation of luxury space. (method) This thesis derives the concept of luxury and the characteristics and indicators of luxury furniture brands. In addition, it examines the indices of luxury space for marketing through luxury brand furniture marketing elements, luxury spaces, and directing elements. As an evaluation index model for the analysis of luxury space for brand marketing, the analysis targets luxury furniture brands as households discussed in prior research on furniture and are still well-known brands in luxury furniture.The content of the analysis analyzes the brand and image, luxury characteristics in space, luxury furniture brand characteristics, on-line and off-line marketing expressions, and space and direction elements. (Result) Luxury characteristics in space are common in all four places, satisfying luxury, healing, formulation, color, and sophistication, and three also meet ostentation, luxury, historical and scarcity. As a characteristic of luxury furniture brands, two brands satisfy everything, and four brands provide web pages and catalogs online in marketing representations. The colors of most spaces and furniture harmonize. (Conclusions) Luxury furniture brands create a luxurious space with pride, history, art, exquisite colors and marketing space arrangements. In addition, the brand value is raised through partnerships and marketing spaces with renowned architects and designers, and by arranging furniture in historical and artistic places spatially, it intuitively recognizes that it is furniture with historicity and luxury. In color analysis, each brand shows a different analysis chart, but the common point is that each space and furniture have similar brightness and saturation, giving a calm and luxurious feeling or an intense and colorful feeling. Each brand is raising the brand value by having a luxury element with a distinctive color and space.
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