리빙브랜드 플래그쉽스토어의 체험마케팅 특성에 관한 연구 - 2020년 이후 오픈한 사례를 중심으로 -

Abstract

(COVID-19) I am living a non-face-to-face life due to the novel coronavirus. As a result, consumer trends are also changing, and consumers" interest in living-related brands such as home styling and self-interior is increasing and the size of the living product-related brand market is expanding. Domestic brand companies want to propose various contents and promotions of brands through flagship stores through experiential marketing to bring consumers in the online market offline as the market changes. The purpose of this study is to analyze the cases of living brand flagship stores after 2020 through the characteristics of experiential marketing and to present the direction and basic data of living brand flagship stores using experiential marketing. The three cases of the flagship store in Seoul, which has the largest floating population in Korea, were selected as the study"s method, and the concept of the flagship store, spatial components and characteristics, and the domestic case was analyzed. As a result of the analysis, when analyzing the characteristics of experiential marketing in the Living Flagship Store, most of the characteristics appear high in the experience space, but the characteristics are insignificant in the sales space, event space, exterior and façade space. In other spaces, the characteristics of experiential marketing should be utilized to induce and provide overall experiences with consumers when expressed using various factors.