플래그십 스토어 카페 공간에서의 소비자 체험과 브랜드 커뮤니케이션에 대한 인식 분석

Abstract

(Background and Purpose) Fashion brands are increasingly adopting experiential strategies to foster deeper connections with consumers and enhance bidirectional communication. These strategies aim to meet the expectations of the MZ generation, who value interactive and memorable experiences. Among these strategies, the integration of restaurants and cafés into flagship stores has become increasingly popular and widely implemented. These cafe spaces offer consumers a familiar and approachable entry point through dining and coffee culture while simultaneously providing an opportunity to convey brand philosophy through multi-sensory engagement. Therefore, this study explores consumer perceptions of brand café spaces in fashion flagship stores through online text mining. The aim is to analyze how these spaces contribute to brand communication and the broader consumer-brand relationship. (Method) First, a literature review was conducted to understand the theoretical framework of experiential marketing and the role of cafés in flagship stores. Second, case studies were carried out by selecting flagship stores located in Garosugil, which is known for its concentration of such spaces. Third, text mining techniques were used to analyze consumer perceptions and experiences shared on social media platforms, providing insights into public sentiment and behavioral trends. (Result) The analysis identified high-frequency terms that reflected consumers' recognition of fashion brand names and their related keywords, including "Ralph Lauren," "Maison," "fashion," and "clothes." Common terms like " browsing," "visit," "hot spot," "location," "floor," "menu," and "coffee" emphasized the integrated nature of café spaces within the shopping experience. The personality aspect of the brand experience emerged as the most dominant and frequently mentioned dimension, encompassing categories such as spatial design, cafe menu offerings, and the origin of the brand. The culture dimension followed, with terms like "hot spot," "restaurant," and "photo" underscoring the cultural relevance of these spaces. The physical operations dimension featured terms like "open," "location," and "hours," reflecting the logistical aspects of consumer interactions. Texts related to meaning included "review," "recommendation," and "everyday life," while the relationships dimension highlighted terms such as "friends" and "people." Although the personal benefits dimension appeared less frequently, terms like "exploration," "travel," and "visit" still resonated strongly with consumers. (Conclusion) First, flagship store cafe serve as an extension of the brand experience, utilizing spatial design, curated menus, and branded goods to communicate identity through sensory engagement. Second, consumers perceive these spaces as both an integral part of the brand and an independent experience, valuing the cafe’s offerings on their own merit. Third, brand cafe have emerged as cultural hubs, frequented for activities such as dating, sightseeing, and exploring, aligning with consumer trends of visiting hotspots, photographing experiences, and sharing them on social media. These interactions create meaningful personal and shared memories, reinforcing the brand’s presence in everyday consumer lives.