명동 패션 플래그쉽 스토어의 인테리어 디자인 평가

Abstract

Many companies are running flagship stores to build their brand identities, since brand images highly influence purchase behaviors of customers. To provide data helpful in setting out an effective plan of fashion flagship stores, this study analyzed the current state of interior design of 6 fashion flagship stores in Myeong-dong. The study results are as follows. First, in terms of total interior design, among spatial elements and decorative elements, furniture obtained the lowest score. This means there is a need to install convenient furniture in the stores. Second, there is a need to consider the form and method of display, the form of furniture and the harmony with the store atmosphere, the form of lighting, the mannequin, counter, the fitting room, the convenient facility for customers, the accessibility and the signboard. Third, the fashion flagship stores emphasized brand images using signboards which apply brand logos and symbol marks, and façade that express brand identities, and attached logos to interior spaces, or installed displays that reflect brand concepts. In conclusion, the fashion flagship stores were emphasizing the products using various forms of displays, mannequins, furniture and lighting and it is considered that the rest spaces should be improved for customers to visit often and stay comfortably.