파사드 디자인 유형별 고객유도와의 관계 및 특성연구 -SPA 브랜드 매장을 중심으로-

Abstract

Modern consumers want to buy differentiated products with different needs in line with various trend changes. The apparel brand reflects the brand image and provides more value to the brand image. Store design is a major factor in the formation of clothing brand identity. Among them, the facade is the space that customers face for the first time, and it can be an effective means of generating profit by delivering the brand image and introducing the customer. The purpose of this research is to consider concept and components of facade consisting of the foundation of selling space, to categorize facades on the basis of front composition, and to study perception traits of each type. Based on this, what effect of each type of facade design on brand preference and purchasing intention is analyzed. As the object of research, SPA brand store, which is sensitive to fashion trend and expands stores continuously, is selected. The perception traits of customers on each type are surveyed by categorizing on the basis of front composition of SPA brand store. As a result of the survey, front opening type facade design makes sympathy of customers and gives interest of product and impressive image to customers by showing the interior of building whose front part is made of transparent finishing materials, but this design is not easily Study of relation and characteristics of facade design type and customer guidancerecognized by confusion of interior and exterior because the environment of surrounding building is reflected in the design. On the other hand, front enclosed facade design does not show the all interior of building because the front part consists of opaque finishing materials, so this design is easily recognized to customers by contrast with surrounding buildings. However, it is indicated that it is difficult to implement purchasing behavior by the closed accessibility. Through this, it is shown that facade design has an effect on the brand preference and purchasing intention of customers, and it is known that according to front composition, the attention of passengers can be drawn by differentiating other stores.