체험마케팅을 적용한 메종 플래그십 스토어의 공간 표현특성에 관한 연구|RISS 상세보기

다국어 초록 (Multilingual Abstract)

(Background and Purpose of the Study) The space of the Maison Flagship Store, which is one of the latest brands, goes beyond simple functions and physical attributes to give various sensual stimuli to the visitors, as a place for a brand experience. Any experience from such a space which is intended for a variety of experiences is an object to be consumed, and it is an important contributing factor to supply such sensual and psychological satisfaction to the customers for the consumption behaviors of the customers. Therefore, many brands apply different approaches to engage the consumers in experiential marketing. For this, the researcher studied a luxury brand case of Maison Flagship Store about the characteristics of spatial expressions for experiential marketing to seek the strategies for such marketing approaches. (Study Method) For this study, the researcher conducted both literature reviews and case studies. As for the literature review, the researcher reviewed the existing studies on experiential marketing and flagship stores, as well as the news articles on culture and fashion to study their concepts, characteristics, and elements. In the case study, the researcher divided the space of Maison Flagship Store into the spaces for sales, resting, culture & art, and lifestyle and analyzed the cases of the characteristics of special expressions found through strategic experiential modules. The study target was the recent Maison Flagship Store and luxury fashion brands in South Korea that were newly built or remodeled since 2015. (Results) This study revealed that the space in which the characteristics of spatial marketing were the most obvious in the sections for cultural & art and lifestyle. And the most often seen expressive characteristics were sight, creativity, distinction, sysmbolism, experientiality, intelligibility, and placeness. (Conclusion) As the results show, Maison Flagship Store functioned as an effective means of communication with the customers, being a medium between the customers and the brand rather than simply serving as a place of commercial transaction. That is, Maison Flagship Store was a place of holistic experience for communication, which appealed to the emotion of the customers rather than their reason to make a positive impression on the brand in a comfortable environment, encouraging the customers to revisit. In addition, it is expected that Maison Flagship Store will suggest the right direction in the experiential marketing field to find ways to create an emotional consumption value for luxury fashion brands through the infinite convergence of fashion and cultural art.

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참고문헌 (Reference)

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