브랜드 경험으로 본 라이프스타일 숍 큐레이션 연구- 일본 무인양품을 중심으로 -

Abstract

Lifestyle shops emerged as value consumption and experiences became important due to the diversified social structure. Accordingly, at the present time when the boundaries between shelter, food and clothing are blurred, this study aims to suggest the direction of Korean lifestyle shops by analyzing the brand experience factors and brand expression characteristics of lifestyle shop curation. The subject of this study is MUJI, a representative lifestyle shop. As for research method, qualitative analysis is conducted from applying the five factors of brand experience and brand experience characteristics, to representative MUJI curations based on theoretical considerations. According to the study results, First, it is necessary to offer the brand experience-centered curations, for realizing the value of products, space and consumers. An elaborate perspective and aesthetics are required for the brand to offer lifestyles fit for customers, by precisely analyzing their needs. Second, the experience of curations should be allowed to wholly remain in the brand experience, by connecting the brand memory with experience in curation. Third, the brand should define its key words to be shared with consumers, offer lifestyles to them through brand experience and provide more than food, clothing and shelter not as sale, but as the space for experience, through composite curations. Such research findings of MUJI curations in terms of brand experience imply that companies should suggest brand experiences that enable the consumers to interact with the brand through direct and indirect contact by applying various experience factors to Korean lifestyle shop environment.