패션매장 파사드 디자인의 브랜드 표현수단에 관한 연구 - 국내에 진출한 글로벌 SPA브랜드를 중심으로 -

Abstract

Today's retail brands emphasize the importance of the architectural solution as an essential marketing tool to emphasize their brand character from that of competitors. This study is about the brand representation using facade design of retail stores that decides the first impression of the brand. The research method used the case study to compare and analyze characteristics of global SPA brands in Seoul, Korea. The analysis was focused on the four major elements of facade design: Entrance Location, Entrance Plan Shape, Transparency by Display Window, and Signage. The result of the analysis is as the following. In most cases, Entrance is either located at the center or side of the facade with the exceptions of corner type for two way access and multiple opening type for stores in shopping mall. Entrance Plan Shape is usually aligned with or recessed from the front side of store. Transparency by Display Window appears with partial transparency in stores of shopping malls, but various types of transparency in standalone stores. All SPA brands except Uniqlo have letter type signage, but all brands use color and lighting to highlight their logos. The result of brand comparison showed that Uniqlo is the most effective brand in use of store facade design for brand distinction, emphasis, visibility, and consistency. Zara also turned out as a strong brand with its distinctive black door frame and unique signage. H&M and Forever21, on the other hands, seem to need improvements on consistency and identifiability with store design. The result of this research is expected to be the reference data for the value analysis of store design, and foundation of strategy establishment with the higher level of completion of SPA stores in Korea.