Journal of the Architectural Institute of Korea Planning & Design (대한건축학회논문집:계획계)

Architectural Institute of Korea (대한건축학회)
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A Study on Space Positioning Comparison in consideration of Space Marketing - Focused on Retails for SPA Fashion Brand -

스페이스 마케팅을 고려한 공간 포지셔닝 비교 연구 - SPA 패션브랜드의 리테일을 중심으로 -

  • Received : 2016.05.12
  • Accepted : 2016.11.24
  • Published : 2016.12.30
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Abstract

Rapid market change in global environment extends the choice of fashion brand as well as choice of retail store in the fashion distribution industries. Core marketing strategies for fashion SPA brand are usage of retail store as a marketing tool, attraction of customers by means of VMD, and maximization of contact point to the customers using visual effects. Retail stores are widely used as an application of marketing strategies in fashion brand. While importance of marketing is emphasized in space marketing, the strategies and comparisons, however, are not realized and little research has been conducted in space marketing methodology and comparison. Brand space positioning was proposed by applying marketing STP strategies in space. While previous researches on positioning were based on the customer survey, proposed comparable space positioning methodology is quantitatively evaluated based on the space organization, the spatial configuration, and the customer behavior. Space positioning analysis uses 3 axises, i.e., space organization, spatial configuration, and customer behavior, which are proved to be correlated each other in commercial space. The marketing strategy can be quantitatively analyzed. Space positioning uses Point-of-parity(POPs) and Point of difference (PODs) process. POPs is space organization and spatial configuration and can be mapped to competitive frame of reference. By means of POPs, competitor which has similar space can be found. PODs is customer behavior for competitive advantage. This index is used to analyse the PODs of competitors. By applying space positioning analysis and find competitors, space can be positioned to be differentiated with competitors. Space positioning is applied to SPA fashion brand flagship stores. SPA brands are divided in two categories, i.e., market scape type and mind scape type. By applying space positioning, brand space is quantitatively analysed. Using quantitative analysis of space positioning rather than qualitative analysis, space can be evaluated and brand strategies can be verified.

Keywords

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