• Proceedings of the Korean Institute of Interior Design Conference
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• 2005.10a
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• pp.100-105
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• 2005

Recently cosmetic enterprises make rapid progress try to make well-known brands to perceive an image marketing. As the result, the brand's reliability continues to grow, beyond a medium of expression in two-dimensional, but through tridimensional, on brand's image runs strategies. In a strategic point suchlike visual as a shop's image give a stimulus to customers for increase invalue in corporate image and value of commodities. In the strategy of increase in sales, it is on the rise immediate constituent to consumers. Through cosmetic brand shops, cosmetic industries are provide personalized services and cultural facilities, rather than just selling products and to help revitalization of the cosmetic markets, and the pursuit of customer-oriented segmentation strategy to make changes for the better image for the shops. Each cosmetic brand shops' image of segmentation strategy has an effect on individual organizations and designs. As of today in Korea, cosmetic brand shop's designs, start to appear in the late 2000,will try to fine segmentation strategy for strengthen shop's image and research about unique quality of cosmetic brand shops into consumer orientation space, and make the best of significant prepare on the basis of directions for cosmetic brand shop which have ability to function as cultural facilities.

• Korean Institute of Interior Design Journal
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• v.23 no.2
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• pp.40-50
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• 2014

The purpose of this study was to investigate how brand identity expressional elements in cosmetic road shops' facades would affect the brand awareness of consumers while extracting those brand identity expressional elements observed in the facades of the cosmetic road shops. In order to achieve the research goal, the study used Q methodology, a method to measure subjectivity. The results have been summarized as follows. (1) The elements to express the brand identity found in the facades of the cosmetic road shops were observed to be two-dimensional expressional elements, and they should include a symbol, a logo, a signboard, materials to express an image (products, models) and a brand color. As for the three-dimensional expressional elements, they were a building (form, materials, pattern), decorations (lean-to roof, canopy, sculptures, lighting, screen) and a display window (focusing on products, visuality or the inside of a shop). (2) The findings of the analyses on the brand awareness using Q methodology have been presented as follows. (1) When multiple identity expressional elements which would be associated with each other are used, the brand awareness gets increased relatively efficiently. (2) In case of men, they would perceive a brand more easily through those formative expressional elements such as a form of a building. (3) In case of women, they would perceive a brand more conveniently through those visual expressional elements such as a brand color. (3) In conclusion, the study figured out that, among the brand identity expressional elements, the one which would influence the brand awareness most would be (1) the brand color, followed by (2) the building-form, (3) the lean-to roof, (4) the display window and (5) the logo. Based upon what has been learned so far, the study confirmed that when it comes to securing the brand awareness in the market, cosmetic companies should, first, realize how important it is to make good use of the two-dimensional (visual) expressional element, the brand color, and the three-dimensional expressional element, the form of the building, together before they even try to design facades of their shops on the streets.

• Korean Institute of Interior Design Journal
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• v.27 no.1
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• pp.48-57
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• 2018

Recently, cosmetic shops are facing a complicate economy situation and a great number of brands are attempting two-way communication with customers, not one-way communication. 'Brand' equity is important to deliver virtual brand mark as visual image. We have 4 steps for brand identity structure, and this study is about the first 'brand-awareness' and the second step 'brand-image'. We investigated the correlation between brand-awareness and brand-image after searching which spatial elements are highly effective to both steps as we designated 5 cosmetic shops. We already organized the means of spatial analysis and we separated into two elements, constructive and decorative. For constructive element, a shop needs a distinct ceiling and wall design, and for decorative element, strong brand image communication is required through showcase design. We proved that brand awareness and brand image have the correlation, which also can be in direct proportion, by regression analysis. The result of this study shows that improving brand awareness as the primary element for cosmetic road shop can be an effective way to enhance brand image.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2008.05a
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• pp.82-85
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• 2008

A cosmetic shop in a department store is the best place in Korea's cosmetic market flow that shows the total image of each brand. The present day departmental cosmetic shops are centered around global brands and comparative brand power is competing with a small number of local brands. It is a fact that not only regarding the brand power of local brands but also the space design of their shops are different than the global brands. And, influenced by a modern society, culture, economic surrounding, the customers are getting original and individual. Their individualistic life style is demanding a shop environment with new concept. Such a sale environment is not for just product sale and a place where exchange economy of sale occurs. It is requisite for communication where total marketing strategy Is used In an active way. We must acknowledge it as a symbolic place being the ultimate site of customer oriented exchange economy showing the image of both product and the company. The aim of this plan is to set up a sale environment that will enhance the brand awareness and product value. We intended to provide purchase comfort and visual effect to the customer simultaneously with an Increase in customer attention by putting in the appropriate design requisites as per the brand specialty and by the application of a distinguished S.I.P (Store Identity Program) for the shop.

• Journal of Distribution Science
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• v.19 no.7
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• pp.75-85
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• 2021

Purpose: This study is focused on analyzing the key reasons why One-brand Shop has been shrinking and Multi-brand shop is rising from the perspective of the trend changes of customer behavior and distribution channel in the Korean cosmetic market. The purpose of this study is to examine the factors influencing the attractiveness of cosmetics distribution channels from a store perspective and a consumer perspective. Research methodology: This study conducted a survey to define the factors that influence the attractiveness of cosmetics distribution channels. A total of 300 samples were investigated. Results: The store factors that influence the attractiveness of the cosmetics distribution channel were product quality, shopping convenience, and store accessibility in the group of single-brand store preferences, and product diversity and store experience in the group of multi-brand store preferences. Conclusions: Core competing factors of One-brand shop include product value, shopping convenience and accessibility. In contrast, Multi-Brand shops offer core competing factors of diversified product portfolio and shop function experience. A new trend has been found that the customer segments of the price-oriented group and the pleasure-oriented group have become the mainstream segments in the Korean cosmetic market. In conclusion, Multi-brand Shops are suggesting better overall customer experiences in terms of distribution channel attractiveness and customer values.

• International Area Studies Review
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• v.21 no.2
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• pp.97-120
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• 2017

This study attempted to examine how Chinese consumers' brand authenticity of Korean cosmetic brands are related to brand loyalty through brand aura. In other words, this study observed how Chinese consumers' brand authenticity, which includes product, employee and corporate authenticity related to Korean cosmetic brands, influence on the consumers' brand loyalty through brand aura. To this end, we surveyed Chinese consumers visiting Korean cosmetic brand shops in department stores, discount stores and large shopping malls in Beijing, Shanghai, Guangzhou in China. A total of 400 surveys were used in the empirical analysis. The results of empirical analysis confirmed that product, employee, and corporate authenticity of Chinese consumers have for Korean cosmetic brands positively influenced on brand aura. Furthermore, results showed that Chinese consumers' brand aura of Korean cosmetic brands had a positive effect on brand loyalty. The results of this study provide implications to help Korean cosmetic companies gain a competitive edge in the Chinese cosmetic market by understanding Chinese consumers' authenticity of their brands and building brand images and using differentiated marketing strategies that can induce brand aura.

• Korean Institute of Interior Design Journal
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• v.26 no.2
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• pp.45-54
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• 2017

Recently, cosmetic shops play important roles in effectively delivering brand identity to customers. As a most effective mean to deliver brand identity to customers, a shop becomes the space to sell and buy brand image. This study divides brand identity into external identity as a space and internal identity as a brand philosophy with analysis of brand identity structure. To do this, the study proposition that brand awareness is high when there is high conformity between brand identities and survey to five Korean domestic cosmetic manufacturers that have a flagship store has been conducted to prove the proposition. With oneway Analysis of Variance on the survey, the result that the conformity between group's brand identities has significant relationship with brand awareness has been drawn. The findings are as followings; The spatial expression elements that have the strongest effects on the conformity between brand identities are facade, logo and sign, spatial image, fixtures image, symbolic sculpture and programs in order. For spatial elements, colors, shapes and materials have effects on conformity between brand identities in order. With analysis of spatial elements and their colors, shapes and materials, it is shown that all brand colors are used. In addition, brand conformity is emphasized with shapes and materials as well as colors. Futhermore, the brand awareness is improved when emphasis with such spatial elements is repeated in continuous manner. Also, the higher brand identity got, the higher brand awareness went up.

• Journal of Convergence for Information Technology
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• v.7 no.3
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• pp.117-125
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• 2017

This study empirically analyzed the influence of communication and social support on the organizational immersion of salespeople in cosmetic brand shops in Seoul. Communication and social support were set as independent variables as factors affecting organizational immersion. Communication variables were subordinate variables such as formal communication, communication with supervisor, and communication with colleagues. Sub-variables of social support factors were set as support of superiors and support of colleagues. As a result of the analysis, communication factors such as formal communication, communication with supervisor, communication with colleagues were analyzed as the significant influencing factors on the organizational immersion of workers. The support of supervisor was analyzed as the significant factors influencing the organizational immersion of workers. However, support of colleagues was analyzed as a factor that did not affect the organizational immersion of workers.

• Korean Journal of Human Ecology
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• v.23 no.3
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• pp.545-556
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• 2014

The most rapidly growing manufacturing could be cosmetics industries due to this phenomenon. In this study, the cosmetic distribution structure not to mention Korea, Asia's largest market, China and Japan are based on references. Purpose of study is to provide a basis for marketing strategy through the research process and results. Korea cosmetics market has been exerting a tremendous power of LG Household & Health and Amore Pacific as a major company. Cosmetics industry is rapidly booming around the mid-priced brand through internet shopping, TV shopping, and road shops. Cosmetics preferences were analyzed targeted at tourists by distributing questionnaire to 1500 in road shop and Myeong-dong from September 14 to October 13, 2013. The answers for the questions of the most awareness cosmetic brands in Korea are appeared in order of Laneige, Innisfree, The Face Shop. The satisfaction of the use of Korea cosmetic are 61.85% and the reasons are that in a variety of color cosmetics are 32.58%, the reaction of around that you look prettier are 29.34%. Therefore purchasing products are 49.14% of the color cosmetics and 24.93% of the functional products. Within the result of the survey, although the quality versus the price for the Korean cosmetic brands has been competitive advantage over yet from the advertising of Korea wave stars, the foreign purchasers have been willing to buy the color cosmetics and high-end performance products being the research and development of the continuously higher quality of the performance if the preceding even if being more expensive purchase price.

• Journal of the Society of Cosmetic Scientists of Korea
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• v.40 no.1
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• pp.55-88
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• 2014

In this study, we examined the use of cosmetics among adolescents in our country and their purchasing behavior, as the use of cosmetics has increasingly been prevailing in the younger generation. The aims of this study were to investigate the state of the youth cosmetics market, to grasp the needs of youth and ultimately to suggest the right directions for the youth cosmetics market. The subjects in this study were 1,092 boys and girls from 10 selected secondary schools in Seoul. After a survey was conducted, the answer sheets from 1,074 respondents were gathered, and the collected data were analyzed by the statistical package (SPSS WIN 18.0). The vast majority of the teens participated in the survey were answered to use basic cosmetics daily, and there was a gradual increase in the frequency that they used color cosmetics. They started to use cosmetics earlier in ages than the older generations. Most of them were in trouble due to acne, and the most dominant way to get rid of their skin troubles was by using cosmetics. The most common place at which they purchased cosmetics were brand shops, and they gave priority to the function of the products when they bought cosmetics. The adolescents were still told by their schools to abstain from using cosmetics, and that was the case for social climate as well. Yet they definitely wanted to be allowed to use cosmetics.