A Study on the Latest Trend and Type Analysis of Fashion Brand's Retail Space - Focused on Retail Space of World Prestige Brand -

패션브랜드의 리테일 스페이스 최근 경향 및 유형 분석에 관한 연구 - 세계 명품 패션브랜드의 리테일 스페이스를 중심으로 -

  • Park, Hyun-Hee (Dept. of Textiles & Consumer Sciences, Florida State University) ;
  • Jeon, Jung-Ok (Division of Business Administration, Pukyong National University)
  • 박현희 (플로리다주립대학교 의류소비자학과) ;
  • 전중옥 (부경대학교 경영학부)
  • Received : 2006.05.09
  • Published : 2007.02.28

Abstract

The purpose of this study is to identify the latest trend and type of retail space, and the features according to type of retail space of global prestige brand. To do this, literature analysis was executed by related books, articles, and theses. As a result, the latest trend of fashion retail space which has appeared after 2000 is as follows: 1) The differentiation of fashion brand through collaboration between fashion designers and architects, 2) retail space extension strategy, 3) retail space as a cultural space, 4) bold investment for retail space. The type of fashion retail space which has appeared after 2000 is as follows: 1) Spectacular flagship retail space of monumental scale, 2) global type retail space which exhibits common features through the whole world, 3) localization retail space which shows different features according to store location 4) innovative retail space out of traditional store form. The result of this study will be utilized when a domestic fashion brand establishes global marketing strategy of retail space.

References

  1. 김선숙 (2004) 소비자특성에 따라 선호되는 의류점포의 비주얼 환경 요소 및 점포유형 점포 선택기준에 의한 소비자 유형화를 기초로-. 한국의류학회지, 28(8), 1112-1120
  2. 신수연 .김희수 (2002) 여성의류매장의 VMD(Visual Merchandising) 에 관한 연구. 복식문화연구, 10(6), 617-632
  3. Curtis, E. (2004) 'Fashion Retail'. John Wiley & Sons, Hoboken, New Jersey
  4. Darden, W.R. Erdem, O. and Darden D.K. (1993) A Comparison and Test of Three Causal Models of Patronage Intentions in Patronage Behavior and Retail Management, William R. Darden and Robert F. Lusch, eds., New York: North Holland, pp.29-44
  5. Kotler, P. (1974) Atmospherics as a marketing tool. Journal of retailing, 50(4), 48-64
  6. 이은옥 (2002) 기존 및 확장브랜드의 텍스타일 패턴디자인 개발유형 비교 연구. -이태리 패션 브랜드를 중심으로- 복식문화연구, 10(2), 146-159
  7. Keller, K.L. and David A.A. (1992) The effets of sequential introduction of brand extensions. Journal of Marketing Research, 29(Feb.), 35-50 https://doi.org/10.2307/3172491
  8. Zeithaml, V.A. (1988) Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing 52(July) 2-22 https://doi.org/10.2307/1251446
  9. 삼성패션연구소 (2006) 브랜드 이미지 구축을 브랜드 스페이스 사례. 3. 17
  10. 서성무 .홍병숙 . 진병호 (2004) '패션비지니스', 형설출판사, 서울
  11. 추호정 (1998) 의류점포내 구매환경 만족도가 고객의 점포에 대한 태도에 미치는 역할. 서울대학교 대학원 석사학위논문
  12. Bitner M.J. (1992) Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(April), 57-71 https://doi.org/10.2307/1252042
  13. Novak, A. (1977) 'Store Planning and Design'. Lebbar Friedman Books, New York
  14. 박수경 .임숙자 (1996) 소비자의 의류쇼핑동기 유형과 점포에 관한 연구. 진호점포와 분위기. 한국의류학회지, 20(3), 414-429
  15. 신동철 (1989) 점포분위기에 관한 연구-환경심리학적 접근을 중심으로- 서울대학교 대학원 석사학위논문
  16. 전중옥 . 박현희 (2005) 패션 VMD인지 측정도구 개발을 위한 연구. 마케팅관리연구, 10(2), 117-139
  17. Gardner, M.P. and Simokos, G.J. (1986) Towards a methodology for assessing effects of in-store atmospherics. Advances in Consumer Research, 13, 27-31
  18. 안광호 . 이견 (2006) 모브랜드 이미지와 소비자 자아이미지의 일치 성이 브랜드 확장제품에 대한 소비자 태도에 미치는 영향에 관 한 연구. 마케팅관리연구, 11(3), 85-103
  19. Dean, C. (2003) 'The Inspired Retail Space'. Rockport Publishers, Inc., Gloucester, Massachusetts
  20. Mazursky, D. and Jacoby, J. (1986) Exploring the development of store image. Journal of Retailing, 62(2), 145-165
  21. Keller, K.L. (1987) Memory factors in advertising: The effect of advertising retrieval cues on brand evaluation. Journal of consumer research, 14(3), 316-333 https://doi.org/10.1086/209116
  22. Markin, R.J., Lillis C.M. and Narayana, C.L. (1976) Socialpsychological significance of store space. Journal of Retailing, 52(1), 43-54
  23. Spangenberg, E.R., Crowley, A.E. and Henderson, P.W. (1996) Improving the store environment: Do olfactory cues affect evaluations and behaviors? Journal of Marketing, 60(April), 67-80 https://doi.org/10.2307/1251931
  24. Patrick D. and Lusch, R.F. (1999) 'Theory of Consumer Satisfaction'. Harcourt, Inc., Orlando