패션 산업에 나타난 체험 마케팅의 유형 분류와 특성 분석 -Pine II & Gilmore의 체험경제 이론에 근거하여-

Abstract

This study considers the type classification and characteristic analysis of experiential marketing in contemporary fashion based on Pine II & Gilmore’s experience economy theory. The research methods employed were a literature review and a case study based on cases extracted through an experiential marketing keyword search over the last five years. The conclusions of this study are as follows. The type classifications of contemporary experiential marketing can be categorized as a recreational experience through physical activity, an educational experience through information sharing, a deviant experience through a change in time and space, and an aesthetic experience through artistic sensitivity. The first characteristic of contemporary experiential marketing is the unification of the brand and consumer pleasure. This has acted as a means for consumers to enhance the value of the product and the image of the company, allowing consumers to associate their perception or image of the brand with the enjoyment they obtain through physical and mental activities. Second, there is a compromise between consumer lifestyle and social issues. This provides consumers with opportunities for various experiences giving them psychological satisfaction while at the same time integrating lifestyles and social issues, thereby satisfying the consumers' need for self-development and creating a paradigm shift in social issues. Experiential marketing is the representation of brand identity. This has been used as a symbolic sign that conveys the company's intrinsic values more strongly to the public by providing consumers with an opportunity to reflect on the company's identity.