SPA브랜드의 스토어 아이덴티티에 관한 공간요인 분석

Abstract

With a purpose to effectively deliver their brand image to the consumers, the brand companies have been providing ‘flagship stores’ as the stores for developing brand identity. Accordingly, This research analyzes how the spatial elements and brand images of the flagship stores recognized by the customers are related to developing brand identity through selecting the consumer-attracting SPA brands suitable for comparatively analyzing the design elements from the flagship stores which serve as the core of the space marketing. Accordingly, this research examines how the flagship stores influence the consumers from the two directions: the brand marketing and spatial design of the future commercials space. In this research, a consumer research was conducted to extract the spatial elements recognized by the consumers according to the brand, and a focus group interview targeting the involved experts was conducted to establish each brand identity. Accordingly, through analyzing how the spatial elements recognized by the consumers vary depending on the brand image and naming the design provided to the space, an identity can be developed. Namely, through accurately understanding the needs of the target group and adding distinctive values to the spacial elements according to the brand identity, an identity can be developed. In this research, the spatial elements of the flagship stores were comprehensively proposed through the systematic research method limited to analyzing the brand images and interior designs. This research is expected to be used as the baseline data for the future design-related researches and space marketing.