성수동 팝업스토어의 브랜드 체험에 관한 연구

Abstract

(Background and Purpose)In contemporary market, various brands use Pop-up store as a platform to emphasize their unique identity, allowing consumers to experience the brand’s philosophy and values firsthand. In other words, pop-up stores serve as a medium for brand communication, where brands can effectively broadcast their identity to customers. As a result, consumers have the opportunity to experience brand identity and form a brand image. This study aims to analyze how brand identity is perceived by the public through experiential pop-up stores especially in Seongsu area and to examine high-recognized cases of pop-up stores to understand the communication methods between consumers and brands. The research seeks to provide foundational insights for future brand strategies utilizing pop-up stores. (Method)This study was conducted using the following methods. First, a literature review was conducted to explore experiential marketing, brand identity models, and the role of pop-up stores. Second, a text mining analysis was performed on consumer perceptions of pop-up stores in the Seongsu area and high-recognition spaces were found for case study, where pop-up store activities are most vibrant. Third, a case analysis was conducted on the most recognized pop-up spaces, focusing on those operating in Seoul’s Seongsu district in the first half of 2023.(Result)First, among the 4Es of the pop-up store experience, entertainment experiences were the highest, followed by aesthetic and escapist experiences. Educational experiences scored the lowest. The prism of experience analysis is followed. For Physical Operation, most pop-up stores were located within a 10-minute walking distance from subway station and allowed both pre-booked and on-site visits. Operating periods varied from 10 days to around two months. For Personality, unique design elements with an exhibition-style space emphasized each brand’s message effectively. Visitors enjoyed Personal Benefits such as free exhibits, drink samples, instant photos, keyrings, and samples of perfumes and cosmetics. For Meaning, visitors post photos on social media, sharing reviews and recommendations. For Culture, limited-edition and collaborative items were available for purchase, with popular keywords being cafe, exhibit, beauty, perfume and fashion. For Relationship, visitors frequently visited with friends or partners, interacting with staff during events or purchases. (Conclusions)The study found that pop-up stores are a powerful medium through which brands convey their identity to visitors. This format has become a hotspot for MZ Generation culture, offering trendy and entertaining benefits for individuals. Key elements include distinctive spatial design, which allows visitors to experience the brand’s message in an exhibition-like, entertaining, or aesthetic manner.