• 복식문화연구
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• 제32권2호
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• pp.260-286
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• 2024

This study investigates consumer experiences and word-of-mouth (WOM) intentions in luxury brand pop-up stores, including standalone and department store setups. Grounded in experience economy theory, this study examines the experiential elements based on the types of pop-up stores and the relationships among consumer experience, pop-up store image, and WOM intentions for each type. Data were collected from 300 visitors to luxury brand pop-up stores between January and July 2023 and analyzed using Smart PLS 4.0. The findings reveal several key insights. First, standalone pop-up stores offer educational and escapist experiences, while pop-ups within department stores have a single identified factor of consumer experience. Second, regardless of the store type, luxury pop-up store experiences significantly influence pop-up image perceptions. Third, luxury pop-up store image drives WOM intentions for both standalone and department store pop-ups. Notably, the unique image significantly impacts solely department store pop-ups and does not influence standalone pop-ups. Moreover, image perceptions in both pop-up store types do not significantly affect brand WOM intentions. Finally, WOM intentions for pop-up stores significantly influence WOM intentions for brands. This study contributes to the theoretical understanding of consumer experiences in luxury pop-up stores, providing practical insights for stakeholders in the luxury brand industry to enhance pop-up store image perceptions and WOM intentions.

• 복식문화연구
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• 제23권5호
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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.

• 복식문화연구
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• 제25권5호
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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.

• 한국콘텐츠학회논문지
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• 제15권5호
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• pp.119-131
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• 2015

후발산업국인 한국 K-Pop의 인기는 독특하다. 추격이론의 관점에서 K-Pop의 등장을 분석한다면 창조산업의 전략적 방향설정에 도움이 될 수 있음에도 불구하고 관련 연구가 부족한 것이 사실이다. 이점에 착안해 본 연구는 K-Pop기업의 내부역량, 시장공략방향 그리고 제품전략을 기존에 연구되었던 제조기업 추격전략과 비교 분석할 것이다. 연구를 통해 첫째, K-Pop기업이 음악생산에서의 인하우스(수직통합) 시스템도입과 기업규모 확장을 통해 앨범제작이라는 비연속적 프로젝트를 효과적으로 수행하는 프로젝트 실행역량을 구축했음을 확인했다. 둘째, K-Pop기업들은 일찍부터 해외시장에 진출했고, 글로벌 시장에서 상품성을 검증받은 장르를 중심으로 기회의 창을 적절히 활용했다. 마지막으로, K-Pop기업은 앨범시장에서 점진적 혁신을 적극 활용했다. 이것은 한국 제조기업의 추격전략과도 유사점이 많기 때문에 앞으로 K-Pop기업들은 성장과정에서 한국 제조기업의 경험을 적극적으로 검토할 필요가 있을 것이다.

• 웰빙융합연구
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• 제7권2호
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• pp.31-37
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• 2024

Purpose: Pop-up stores have emerged in the retail industry in recent years, offering consumers a new shopping experience for a limited time and location, and are used for a variety of purposes, including driving purchase behavior. In particular, they have become an important marketing tool among Gen MZ consumers who are quick to acquire information and sensitive to trends. Therefore, this study aims to analyze the impact of pop-up store characteristics on the purchasing behavior of MZ consumers. Research design, data and methodology: Based on a qualitative research approach, the study analyzed successful pop-up stores in Korea to closely examine how the limited operating period and experience-oriented marketing strategy of pop-up stores affect the perceptual attitudes and purchase decision process of Generation MZ. Results: The results of the case study revealed that selling limited edition items, maximizing customer experience factors, and differentiated concepts are the main factors that positively influence the purchase behavior of Gen MZ consumers. These factors contribute to the enhanced purchasing behavior of Gen MZ, making pop-up stores an effective marketing strategy. Conclusions: Pop-up stores are more than just a sales space, but an important communication channel that can strengthen the emotional connection with Gen MZ and effectively communicate brand values. This study provides useful insights for brands and companies to develop marketing strategies for MZ.

• 복식문화연구
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• 제19권6호
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• pp.1288-1301
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• 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.

• 대한가정학회지
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• 제43권1호
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• pp.243-253
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• 2005

The purpose of this study was to examine the advertising effects of wedding internet advertisement types such as Static, pop-up, and flash banners. The survey subjects were 604 unmarried female consumers, consisting 202 in the static banner group, 201 in the pop-up banner group, and 201 in the flash banner group. Descriptive statistics, ANOVA, and Duncan test were used for data analysis. In the results, regarding the attitude toward advertisement, pop-up banner was the most effective on the cognitive component, while static banner was the most effective on the behavioral component. Regarding the attitude toward brand, pop­up and flash banner advertisements were more effective than static banner. However, there were no significant differences between the 3 groups in purchasing intention. Based on these results, strategies for wedding dress internet advertisement were suggested.

• 한국산학기술학회:학술대회논문집
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• 한국산학기술학회 2001년도 춘계학술대회 발표논문집
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• pp.119-123
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• 2001

본 논문에서는 자동화 사격장 Pop-Up시스템의 안정성 및 성능 향상을 위해 예측제어기를 설계하여 시간지연에 따른 문제를 보상하였다. 확률 모델에 기반한 예측제어기는 지연된 이전의 값들로부터 선형예측 기법과 확률함수를 이용하여 실제의 값을 추정하며, 이를 제어기에 적용하여 시간지연에 따른 문제점을 최소화하였다. 제안된 알고리즘의 타당성을 검정하기 위해 사격용 Pop-Up시스템에 본 알고리즘을 실현하였으며, 상이한 시간지연과 이득 변화에 따른 제어기의 성능을 관측하였다. 실험결과 제안된 예측제어기는 시간지연에 대해 PID 제어기보다 빠른 수렴 특성을 보이며, 제어기의 안정범위 내에서 허용할 수 있는 최대 시간지연 값도 증가시킬 수 있었다. 따라서 사격용 타겟의 Pop & Up동작이 제어시간 이내에 원활하게 작동되어 연속 사격의 실시간 제어를 효율적으로 수행하였다.

• International journal of advanced smart convergence
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• 제12권4호
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• pp.246-259
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• 2023

This study explores the evolving landscape of consumer experiences in the context of pop-up stores, considering the shifts from product economy to service economy and now the experience economy. It investigates the factors influencing consumer word-of-mouth intentions by examining the interplay of pop-up store experiences, brand equity, brand charisma, and verbal intent. Using Schmitt's strategic experience modules and the Aaker brand equity model, the study employs quantitative methods and data analysis to uncover the relationships among these variables. Surprisingly, it finds limited associations between the aspects of the pop-up store experience and brand equity. However, it highlights the direct impact of brand equity on brand charisma, which subsequently influences consumers' intentions to share brand-related information. This research contributes to our understanding of word-of-mouth marketing for pop-up stores, filling a knowledge gap and offering valuable insights for academics and businesses navigating the evolving marketing landscape. It also emphasizes the significance of brand charisma in the context of transient in-store experiences and evolving consumer preferences.

• 한국엔터테인먼트산업학회논문지
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• 제15권5호
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• pp.69-83
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• 2021

본 연구는 K-pop 엔터테인먼트 산업의 역동적 현상인 역주행을 이해하는 것을 목적으로, '브레이브걸스'의 「롤린」 역주행 현상을 구체적으로 분석하였다. 먼저 「롤린」의 역주행과 관련된 맥락과 발생과정을 자세하게 기술하였으며, 음원으로서의 성과와 비즈니스적 성과를 설명하였다. 이어서 역주행에 대한 원인으로 '특정 가능한 트리거의 존재', '콘텐츠 자체의 매력', '신규 남성 팬층의 유입', '아이돌로서의 약점을 강점으로 전환', '현실 그룹의 스토리에 대한 심리적 공감', '소속사의 발 빠른 대응과 소통'이라는 6가지를 요인을 분석하여 제시하였다'. 역주행의 영향으로 '노래 외의 인기와 관심과 확장', '구매력 높은 소비층 형성'의 2가지 변화를 제시하였다. 이를 통해서 K-pop 엔터테인먼트 산업에서의 역주행이 가지는 의미와 역할 및 가능성을 논의하였다. 앞으로도 음악 시장에서의 역주행을 주목할만한 현상으로 인식해야 할 필요가 있을 것이며, 관련된 유튜브와 같은 매체의 활용이나 새로운 아이돌 소비층의 중요성까지 이해할 필요가 있을 것이다.