온라인 패션 플랫폼의 오프라인 매장 확장에 대한 공간 경험 특성 연구

Abstract

Recently, attempts to expand customer experience beyond the boundaries of online and offline have been made in many ways. Accordingly, this study focuses on a fashion brand starting from an online platform and expanding its offline stores, and analyzes the spatial experience characteristics of this. The studing purpose is to help develop brand experience elements and space design strategies by analyzing spatial design and design features that appear in stores and services for communication with customers. This study targeted fashion brands based on online platforms that are expanding their stores and selected brands that opened new stores within the past 8-years. The selected research subjects were studied with a focus on correlation analysis between customer experience elements for the brand and store space. In order to confirm the actual user space experience of expanding stores of online fashion platforms, an online survey was conducted by organizing questions centered on Schmitt's(1999) experiential elements, and comprehensive research results were derived by analyzing store cases of online fashion platforms and surveys of actual experience users. Online fashion platforms have had the problem that customers have difficulty fully experiencing the brand's philosophy and unique sensibility online alone, so they are utilizing offline spaces to provide special experiences. Online fashion platforms are continuously strengthening their branding by integrating on·off shopping experiences through stores. I hope that this study will help online fashion platform brands with their brand strategies and spatial experience design directions when expanding offline stores.