사용자 경험과 브랜드스케이핑 기반 패션 브랜드의 디자인 연출 유형 연구

Abstract

The consumer culture of modern society lifestyle is being focused due to importance of individual emotions and preferences. Fashion brands are also expanding their business areas by combining with lifestyles which high public interest. This research analyzed the type of brandscaping which is the strategic marketing method that making a new genre, in case of a fashion brand’s method to expand the brand through life style based design presentation in a store which already existed. First of all, as a theoretical consideration, understand the concept and the role of User-Experience(UX) and brandscaping, and analyzed the case of fashion brand expansion based on brandscaping. The types represented by the features and components of brandscaping are parent brand identity type that maximizes the image of the parent brand, brand image expansion type which the brand has independent lifestyle and complex cultural art type which provide various experience to space of brands by cultural contents. This study clarify that store presentation by brandscaping design which reflect component of the brand, conduct a functional role to convey user experience to consumer. As a results, it explained existing elements of design expression that form the image of the brand could be transformed into components to experience the brand through 3D presentation in the store. It is expected to rise the strategic value of brandscaping by investigating the evaluations of consumer that will figure out the objective standard which transmitted to elements of brand experience by presentation of stores.