| 요약2 |
Regarding the awareness of brands, consumers' life style affects awareness of brands as well as consumption patterns according to rapid changes such as changes in overall mindset in society, development of various life cultures, and increase in income. By reflecting the social phenomena, brand identity makes consumers focus on their emotion or style, experience by themselves, prefer brands with good reaction from the people around them, and indeed purchase good brands again. The brand contains corporate cultures and values is currently built in a major business district for experiences and values of brands and product promotion through flagship stores. Therefore, this study aims to ensure brand identity through literary review and case analysis about flagship stores of fashion brands that are being currently built the most. In addition, it analyzes guidelines of space environmental design that Korean fashion brand flagship stores progress toward. The result shows that the space that can make mutual communication with consumers directly and indirectly is somewhat insufficient, so the plentiful expression of resting places and reception places is required. Moreover, detailed display as well as clothing that can read cultures and values of brands should be more expressed. |