• Korean Institute of Interior Design Journal
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• v.26 no.6
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• pp.191-201
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• 2017

In the 21st century, modern society is rapidly changing paradigm of environment with advancement of advanced technology and improving income levels. Such a paradigm reflected in modern design and emerged as a new spatial aspect through various cultural and artistic expressions, thus becoming a crucial role in commercial space. Reflecting on this phenomenon, fashion brands have expanded the concept of a variety of cultural, artistic, and experience cultures with a variety of cultural and artistic sectors in each of the world's major cities. The fashion companies began to focus on fashion programs featuring "Funology" as the fun which creates a sense of curiosity rather than a meaningless space and a fun experience. Therefore, this study analyzes the spatial characteristics of fashion flagship store sites using characteristics of fashion flagship store presented in the expressions of fashion, and analyzes the spatial characteristics of the fashion flagship store based on the spatial characteristics derived from the spatial characteristics of the fashion scene. Based on these results, we confirm the relationship between the Fashion Flagship and the Funology. Design Aspects of the Fashion Flagship Store with Elements of Fun and We expect continuous research as a strategic factor that provides limitless ideas for many design and creative activities.

• Fashion & Textile Research Journal
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• v.22 no.4
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• pp.413-431
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• 2020

Luxury fashion brands have begun to aggressively introduce art to justify inherent values such as tradition, craftsmanship, and exclusivity that make it difficult for luxury brands to uphold awe-inspiring atmosphere. Artification refers to a process in which non-artistic factors are transformed into art or artistic category under the influence of artistic thoughts or actions. In addition, the consumption space provided by brands have become important as the importance of substantial shopping experience has increased. Especially, since the artification is actively utilized in flagship stores in the communication interface with consumers. This study uses a literature review and case studies to typify and derive the meaning of the method for artification at a flagship store that effectively conveys brand identity and value. The types of artification at a luxury fashion brand flagship store are divided into pursuing brand permanency and maintaining brand exclusivity that also provides a new value of permanency like a work of art to a luxury fashion brand. Basic values, such as scarcity are declining, reviving and justifying the value threatened by the popularization of luxury.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.2
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• pp.258-272
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• 2016

This study estimated a structural model for examining causal relationships among flagship store experiences, store emotion and loyalty, and to compare the structural models between luxury and fast fashion SPA brands. A total of 416 responses were collected from consumers who had experience with a variety of luxury and SPA flagship stores. Findings confirmed that flagship store experience consisted of four factors, such as sensory, affective, intellectual and behavioral experiences. Sensory and behavioral experiences had positive effects on store emotion that influenced loyalty. Affective and cognitive experiences influenced loyalty. All aspects of experiences explained store emotion or loyalty for luxury flagship stores; however, two of experiences (i.e., sensory and affective) were important to determine store emotion or loyalty for SPA flagship stores. The study discussed managerial implications for fashion brands to develop and manage flagship stores.

• The Journal of the Convergence on Culture Technology
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• v.8 no.1
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• pp.597-603
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• 2022

With the continuation of the pandemic environment, digital transformation is being applied in various fields of the fashion industry. Augmented reality technology is a form of overlapping virtual images on the real world, and as online shopping expands in non-face-to-face environments, the use of augmented reality technology in fashion and beauty fields is affecting consumer satisfaction and sales growth. In this study, the characteristics of augmented reality contents used in the fashion industry following digital transformation were extended to the fields of clothing, accessories, virtual fashion stores, and AR fashion shows to analyze the case characteristics of augmented reality. Augmented reality technology in the fashion industry focuses on promoting clothing and accessory products through SNS or homepage through marketing activities. It is raising positive values such as raising awareness. The range of types of augmented reality used in the future digital fashion environment will continue to expand, and by deriving the usage characteristics of augmented reality technology, it is intended to contribute to presenting a future vision of the fashion industry.

• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.13-22
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• 2023

Recently, global luxury fashion brands such as Gucci, Saint Laurent, and Louis Vuitton have been showing special interest in Korean contemporary artists and actively collaborating with them. This can be said to be a new change that is distinguished from previous collaborations of fashion brands. Therefore, this study investigated the cases of collaboration between global luxury fashion brands and Korean contemporary artists, and analyzed the types and characteristics to examine the trends and characteristics and draw meaning. As a result, fashion brands combine the characteristics of Korean art works of various genres with the brand concept and pursued values to create new sensibility and high value-added products. It can be seen that the intention was to prepare a place to draw out. In addition, it was found that collaboration was also utilized in terms of marketing so that domestic customers could visit the brand store with a sense of familiarity by utilizing Korea's artistic and cultural sentiments. Based on the results of this study, we intend to provide basic data for the development of creative contents for various collaborations between fashion and art that can help develop the modern fashion industry.

• Korean Institute of Interior Design Journal
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• v.22 no.2
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• pp.167-175
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• 2013

This study aims to suggest a direction for interior space design for fashion flagship stores in the future where the brand identity can become correctly recognized by the consumers, and consumers can have various and differentiated experiences. As research method, theoretical concept review and case study on brand communication and VMD were used. Specifically, for review on brand communication, concept, strategies, and space types were explored, and, for review on VMD, concept, purpose, and expressive elements were researched. Also, the study looked at the relevance between and importance of strategy types of brand communication and VMD. Through these reviews, strategy types of brand communication and analysis criteria for VMD application were written based on the research and analysis of 8 cases in Korean and elsewhere. The results of this study is as follows: Based on marketing-oriented thinking with understanding of VMD, the plan must accurately understand the image and identity pursued by the brand, take into account the store layout, atmosphere, product concept, trend, and display, so that the store can communicate with the customers with cognitive consistency, diversity of senses, and differentiation from other companies. Currently, fashion flagship stores in Korea are concentrated on sales in expressing VMD, and, therefore, are difficult to deliver brand identity to consumers and they require diversity in expressive elements in doing so. Therefore, in the interior space design of fashion flagship stores in Korea, brand communication must enhance cognitive, behavioral, relationship, and culture marketing, and, requires confirming VMD expression in details by linking with brand communication and specific expressions based on it.

• The Research Journal of the Costume Culture
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• v.23 no.5
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• pp.822-834
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• 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.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.5
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• pp.587-600
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• 2011

This study presents the strategic directions for Korean multi-brand fashion stores by running in-depth industry research and market analysis. Over 20 professionals were selected from Korean multi-brand fashion stores for this study and in-depth interviews were conducted to evaluate related subjects. The results of the study were as follows. First, Korean multi-brand fashion stores could be classified into three criteria: operating ownership, merchandise mix, and store identity. Second, operating ownership criterion was chosen for further investigations of strategies and directions of the multi-brand fashion stores. The operating ownership criterion consists of three types; department store types, specialty store types, and boutique types. Each type deploys different buying practice, organizational strategies, and distribution channels. Lastly, the suggested strategic directions for each type are summarized as follows. The 'department store type' should utilize its strong direct buying capabilities and acquisition of merchandising can be more effectively managed. The store should utilize its strong buying power as a tool to develop new private brands (PBs). For 'specialty store type', two key factors have been derived: market share expansion and positioning themselves to become a new distribution channel. To respond to these factors, the store needs to be perceived as a brand then diversify its business. Strengthening its brand will allow it to expand into a new distribution channel and also enable a strategic partnership with its competitor brands. The factors influencing 'boutique type' is personalization and uniqueness. With an emphasis on the uniqueness of products and merchandising it will be able to implement the role as a personal shopper and stylist to provide a very personalized service to its customers.

• The Research Journal of the Costume Culture
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• v.25 no.5
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• pp.543-560
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• 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.

• Korean Institute of Interior Design Journal
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• v.23 no.4
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• pp.201-210
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• 2014

Recently, it is considered that the fashion flagship stores are being standardized as they are focusing only on external decorations and that they are hardly expressing their own intrinsic identities. That being the case, the fashion flagship stores are, now, pursuing diversity and are trying for any experimental designs in order to make their spaces more unique than those of other fashion flagship stores are, and regarding customers who would visit the stores, they have this desire to experience spaces, which are all unusual and different, just quickly while they shop. The topic of this study, depaysement which is making it unfamiliar, applies some unfamiliar a stimulus to people, and that makes the users remember this realization of original images and psychological stimuli as long as possible as leading the users to experience those spaces of special values. In the light of that, this study categorizes the features of depaysement into those groups, such as distortion of scales, juxtaposition of foreign materials, fantasy and ambiguity of a boundary, and analyzes the interior spaces of the fashion flagship stores. After all, this study applies depaysement to the fashion flagship stores' interior spaces, which have been all familiarized and standardized through some habitual relations, and works on different stimuli in order to invite the users to experiences of those totally new senses which are different from what the users have been felt in their daily lives. In the end, the study aims to propose ideas for how to design a place attractive enough to make the users revisit the place as after going through such memory process mentioned on the above.