| 논문명 |
패션 브랜드 이미지와 매장 공간 이미지의 상관관계 사례 연구 / 럭셔리 패션 플래그쉽 스토어를 중심으로 / A Case Study of Correlation Analysis Between Fashion Brand Image and Store Space Image - Focusing on Luxury Fashion Flagship Store |
| 저자명 |
김나연(Kim, Na-yeon) ; 이현수(Lee, Hyun-soo) |
| 발행사 |
한국실내디자인학회 |
| 수록사항 |
한국실내디자인학회 논문집, Vol.25 No.4(통권 117호) (2016-08) |
| 페이지 |
시작페이지(135) 총페이지(12) |
| ISSN |
12297992 |
| 주제분류 |
계획및설계 |
| 주제어 |
패션 브랜드 이미지 ; 스토어 공간 이미지 ; 플래그쉽 스토어 ; 체험 마케팅 ; 상관관계//Fashion Brand Image ; Store Space Image ; Flagship Store ; Experiential Marketing ; Correlation Analysis |
| 요약2 |
The purpose of this study is to analyze the correlation between fashion brand image and store space image. To investigate this study further, one of the luxury fashion brands was selected for a case study and surveys were conducted to 200 participants. This study evaluates the factors of fashion brand images that customers associate with a brand before stepping inside the flagship store. Also it analyzes the factors of store space image after the experience of the flagship store. As a result of the correlation analysis based on quantitative statistic measures, the fashion brand image and store space image coincided highest with extraordinary, young and strong characteristics. According to the space elements of the flagship store, the relationship of the brand image with the store image was investigated. As a result of analysis, customers felt the high correlation with the facade among the architectural elements of flagship store. This resulted in that customers consider that the black box of the facade represents originality of this fashion brand as a concept of spatial elements. As a practical implication, companies should understand that the architectural design is a very crucial component in designing the flagship store, as it gives customers their first impression about a brand. The brand image is required to be integrated through the exterior design of the store. The final conclusion of this study shows that the flagship store provides a space where you can experience the corporate value and brand through the space of brand experience and share an emotional image created by the brand as well. |
| 소장처 |
한국실내디자인학회 |