• 디지털융복합연구
• /
• 제19권6호
• /
• pp.343-353
• /
• 2021

중국의 뷰티 팝업숍 서비스는 이미 전성기발전시기에 들어섰다. 본 연구는 중국 에스티로더 팝업샵을 예를 들어 새 소매모델하에서의 뷰티샵 인터랙티브 마케팅방식에서의 사용자 체험을 기초로 일종의 온라인과 오프라인을 융합하는 시스템 인터랙티브 디자인 과정을 세우고 기업이 마케팅 서비스의 지속가능한 발전을 이루도록 돕는다. 이 목적을 달성하기 위해 본 연구에서는 설문조사와 인터뷰 조사로 사용자 체험의 핵심 요소를 조사하고 고객 여정 지도를 이용해 사용자의 통증점 (접촉점)을 확인하고 새 시스템 흐름의 디자인을 완성한다. 실험검증을 통해 이 과정은 디자이너들에게 새로운 시각을 제공한다. 비교적 높은 시효성과 실용성을 가지고 있고 또한 오프라인 소매와 온라인소매의 협동 최적화와 업그레이드를 촉진하여 기타 기업에 팝업스토어 써비스의 이론지지와 실천적의거를 제공해준다.

• 한국의류산업학회지
• /
• 제14권3호
• /
• pp.400-412
• /
• 2012

This study explores the characteristics and effects of a pop-up store based on how the store attributions of a pop-up store influence brand attitude and brand patronage intention. The questionnaire consisted of 3 instruments: store attributes, brand attitude, and brand revisiting intention. Data were analyzed by factor analysis, frequency analysis, reliability analysis, and multiple regressions, using SPSS 18.0. We surveyed 123 males and females, who had an experience of a pop-up store, and interviewed five experts who work in the fashion related area. The results of this study were as follows. First, it was shown that VMD has positive impacts on brand patronage intention, but with no significant relationship to brand attitude. Second, a brand culture's experience of a pop-up store has a strong influence on brand attitude and brand patronage intention. Third, products in the store are the most important factors that influence brand attitude. The findings indicate that the promotion of diverse attributes of apop-up store is critical to make customers perceive brand attitude and brand patronage intention that are expected to be used to establish advanced marketing strategies.

• 복식문화연구
• /
• 제19권6호
• /
• pp.1288-1301
• /
• 2011

The purpose of this study was to observe a case study of pop-up stores in an apparel company in Korea in order to evaluate different feel and to determine the purchase behavior of pop-up visitors of three major fashion brands. This research was conducted through secondary data collection and primary data collection. A survey was conducted among NIKE, KUHO, and PUMA pop-up store visitors who were 20 to 40 years old, via questionnaires. Data were collected on-line and off line at the pop-up store. Data were analyzed using SPSS program. Through data analysis, we learned that most of the study participants were captivated by the digital elements in the environment of the NIKE pop-up store. Puma, the second most favorably ranked, was favored for its interior design. Meanwhile, KUHO stimulated its customers with its limited edition fashion products at a good price. Several feels of visitors about the pop-up stores were significantly different among the 3 different brands. There was a significant difference in purchase criteria, such as brand recognition, size, and design among visitors of the three different brands. Visitors who preferred KUHO considered design of products more than NIKE-preferred visitors. In conclusion, the clothing pop-up stores have the possibility of satisfying consumers' desires. Each brand can achieve a good performance in promotion with a differentiated strategy.

• 방송과미디어
• /
• 제24권3호
• /
• pp.89-99
• /
• 2019

LG 유플러스는 5G 서비스를 세계 최초로 상용화함에 따라 5G의 기술적 특징인 초고속, 대용량, 초저지연, 초연결의 특성으로 앞으로 실감 미디어 시대가 대두될 것에 대비, 5G 서비스 이용자들의 일상을 바꾸는 콘텐츠 서비스를 제공 중이다. 특히 이용자들이 직접 체험을 통해 5G 콘텐츠가 개개인의 일상과 밀접한 연관이 있다는 부분을 강조하여 서비스를 제공하고자 최선의 노력을 다하고 있다. 본 고에서는 이처럼 5G 서비스 이용자들이 선호하는 콘텐츠 이용을 '일상로 5G길' 팝업 스토어 운영 사례를 통해 소개하고, LG U+ 주요 서비스, 5G 콘텐츠 확산 방안, 기대 효과, 마지막으로 결론 및 주요 시사점에 대해 서술하였다.

• 복식문화연구
• /
• 제23권5호
• /
• pp.822-834
• /
• 2015

Contemporary fashion companies have been planning marketing strategies that can promote brands and products more effectively for satisfying consumers' increasingly diversified needs. For this reason, retail spaces have continued to evolve and the modern concept of pop-up stores appeared through this process. Therefore, the object of this study was to research domestic pop-up fashion store cases by collecting article data. These data are from Internet fashion-specialty sites and analyze the types and characteristics of pop-up fashion stores by providing basic information that will be useful in the pop-up fashion stores of companies when they establish their marketing strategies. This study utilized the content analysis method and derived the results by using SPSS Statistics. As a result of this study, the type of "pop-up fashion stores opening in distribution enterprises" comprised the highest percentage of the whole store types and the pop-up fashion stores' management purposes were focused on product introduction, promotion, and market testing. As time passed, not only did pop-up fashion stores' growth rate increased, but also the types of pop-up fashion stores have become more diverse. In other words, contemporary fashion companies are utilizing more pop-up fashion stores as a marketing strategy than before. However, due to the short history of domestic pop-up fashion stores, the variety of research is still insufficient, so more extensive research on pop-up fashion stores is required.

• 복식문화연구
• /
• 제25권5호
• /
• pp.543-560
• /
• 2017

The aim of this paper is to find which types of pop-up store positively influence consumers and to analyze the factors that affect brand attitude and behavioral intention across different fashion pop-up store formats. The data was collected from 217 respondents in their 20s and 30s and then subjected to descriptive statistical analysis, oneway ANOVA and regression analysis using SPSS Statistics. The results of the oneway ANOVA test indicated that the 'Pop-up store of alliance with different kinds of industries' is the most effective type for increasing brand preference and brand recognition amongst consumers. Some further insights can be made from the regression analysis results. There are differences between pop-up store formats in terms of the cognitive factors influencing brand attitude and behavioral intention. Moreover, there are differences between pop-up store formats in terms of brand attitude factors influencing behavioral intention. Through the results of this study, fashion companies can determine the best type of pop-up store to open depending on their aims. In conclusion, this study provides valuable insights to fashion marketers, helping them to determine the appropriate factors to consider when planning fashion pop-up stores. Academically, this paper contributes to expanding the range of research on fashion pop-up retail by studying consumer experiences of different pop-up store types.

• 한국콘텐츠학회논문지
• /
• 제22권1호
• /
• pp.197-213
• /
• 2022

본 연구에서는 서울시 도시 브랜드 I SEOUL U에 대한 인식과 평가를 분석하기 위하여 온라인 빅데이터를 대상으로 한 텍스트마이닝 분석을 수행하였다. 이를 위하여 데이터 수집 및 분석을 위한 처리 프로그램인 텍스톰(Textom)을 사용하였고 'I SEOUL U' 키워드를 분석키워드로 선정하였다. 키워드 분석 결과 I SEOUL U와 관련된 키워드는 첫째, 비즈니스와 마케팅 관련 용어로서 팝업 스토어, 갤러리, 공동 브랜드, (축제 등) 개최, 상품, 민간기업, 온라인 등이다. 둘째, 이벤트 관련 용어로서 한강, 식목일, 나무 심기, 홍대, 크리스마스, 마포구, 중구, 세종대, 축제거리 등이다. 셋째는 홍보 관련 용어로서 로봇공학박사 데니스 홍, Government, 조형물, Korea 등이었다. N gram 분석 결과에서는 서울시 브랜드로서 공익적 성격의 도시 브랜드인 I SEOUL U의 경우에도 민간 기업의 상업 활동에 많은 기여를 하는 것으로 밝혀졌다. 연결 중심성 분석에서는 비즈니스 및 마케팅, 이벤트, 홍보 등의 범주가 도출되었다. 매트릭스 분석에서는 제품 판매와 관련하여 주로 팝업 스토어의 아이템들이 많고 공동 브랜드 형태의 제품들이 개발되는 것으로 나타났다. 토픽 모델링에서는 총 10개의 토픽이 추출되었고 상업적 활용과 이벤트 축제에 관한 정보 니즈가 많은 것으로 나타났다.