스포츠 브랜드 플래그쉽스토어의 체험 특성에 관한 연구 = A Study on the Experience Characteristics of Sports Brand Flagship Store

다국어 초록 (Multilingual Abstract)

(Background and Purpose) Brands are approaching customers by applying customer-oriented experiential marketing. This trend shows a shift from traditional marketing to customer-oriented marketing. In addition, through customer-oriented experiential marketing, brands can create a sense of intimacy. Space design marketing features have the advantage to enhance brand familiarity, in addition to the functional elements of selling, through direct experience of brand image transfer and a new marketing experience through experience. In particular, a variety of flagship stores of outdoor and sports brands have adopted experiential marketing elements. This study aimed to analyze flagship stores of sports brands based on the strategic experience module (SEM) proposed by Schmidt and field surveys. (Method) We conducted a literature research on sports brands, flagship stores, empirical marketing, and space marketing, followed by a field study. In the field survey, we analyzed the characteristics of the New Balance Flagship in Gangnam, Under Armour Brand House in Gangnam, and Luluemon Flagship Store in Cheongdam, all of which operate classrooms, and sales and experience areas near Seoul. (Results) Case studies were conducted based on five elements of the study's sensory experience, sensory, cognitive, behavioral, and relationship. Overall, the sports brand representative stores mostly showed visual elements, in terms of sensory marketing. From an emotional standpoint, all three stores offered a fresh experience to consumers by creating a space that reflected the overall atmosphere, brand identity, and slogan. In addition, the stores created a desire to experience various elements of exercise. In terms of cognitive marketing, branding, and brand space accessibility, the stores had outstanding attraction and spatial story elements. As a character of sports brands that highlight elements of experiential marketing, the three stores had sensuous, functional, and optional experience elements. Finally, the relational marketing component involved staff interacting with customers, which reflected brand identity and created positive value through community space formation. (Conclusions) Large stores related to outdoor and sporting events have a significant impact on the brand and serve a crucial marketing role. In addition, the activities and experience factors are critical to brand marketing, with significant impact to sales performance as well. The application of the space requirements for experience-oriented use in sports brand flagship stores can help individual stores improve their reach and impact.

참고문헌 (Reference)

1 신경주, "패션 플래그쉽 스토어의 토탈 인테리어 방안제시" 한국문화공간건축학회 (48) : 198-208, 2014

2 조아라, "체험마케팅을 적용한 상업공간 디자인 연구 : A브랜드 플래그쉽 스토어를 중심으로" 이화여자대학교 대학원 2009

3 정유진, "체험마케팅에 의한 스포츠 브랜드 체험공간의 융합디자인 특성에 대한 연구" 한양대학교 대학원 2018

4 권현수, "체험 마케팅의 효과에 관한 연구 : 스타벅스 커피(Starbucks Coffee) 소비자 분석을 중심으로" 연세대학교 언론홍보대학원 2003

5 석영, "체험 마케팅을 적용한 서점공간 연출특성과 선호도에 관한 연구 - 중국 서점 사례를 중심으로 -" 한국문화공간건축학회 (42) : 25-36, 2013

6 구선아, "사용자 중심의 경험공간을 위한 어포던스디자인 적용에 관한 연구" 서울시립대학교 디자인전문대학원 2011

7 고예린, "브랜드 체험 강화를 위한 플래그쉽 스토어 공간 디자인 연구" 이화여자대학교 대학원 2013

8 김경숙, "SPA브랜드의 스토어 아이덴티티에 관한 공간요인 분석" 한국문화공간건축학회 (57) : 68-79, 2017

9 Bernd, H. Schmitt, "Experiential Marketing" Sejong books 2002