웰니스 공간 체험 모듈(WSEMs)을 통한 플래그십 스토어 디자인 분석

Abstract

(Background and Purpose) In contemporary consumer trends, the value attributed to individual consumers has emerged as a critical factor, emphasizing the importance of offline spaces that deliver such value. Flagship stores aim to enhance brand value through customer interactions and experiential engagement, thereby enabling sustainable and long-term utilization. With growing emphasis on wellness among consumers, wellness has become a core strategy in experiential marketing. Accordingly, this study explores the concept of wellness, which has become a prominent lifestyle for modern individuals, and derives Wellness Space Experiential Modules (WSEMs) for analytical purposes. Furthermore, it analyzes the specific methods of implementing wellness experiences in flagship stores and examines the wellness space marketing strategies employed by brands. (Method) This study focuses on four international flagship stores of sportswear brands closely associated with wellness, all of which opened within the past five years. The research methodology is structured as follows. First, a literature review was conducted to analyze the characteristics of flagship stores and wellness, and the attributes of experiential marketing were reconstructed based on previous studies. Second, the characteristics of wellness and experiential marketing were integrated to systematically structure WSEMs. Third, case analyses were performed to derive the research findings and present the anticipated benefits of the proposed modules. (Results) The findings derived from case analyses are as follows: Sensory Experience was primarily emphasized through visual elements; however, Lululemon differentiated itself by incorporating audio and scent, whereas Adidas offered a unique sensory experience by utilizing natural elements for air purification. Behavioral Encouragement was achieved through the design of experiential spaces aimed at promoting physical wellness. Alo separated experiential and retail spaces, whereas Adidas overlapped them. Social Interaction was facilitated through offline spaces by Lululemon and Alo and through online services by Nike and Adidas, enhancing communication among consumers. Sustainable Design was expressed through the activation of local communities and environmentally friendly features. Lululemon emphasized regional identity, Nike prioritized nature-friendliness, and Adidas harmoniously integrated both aspects within its spaces. (Conclusions) The analysis revealed that flagship sportswear stores are steadily evolving into spaces that embody the concept of wellness, each characterized by distinct brand-specific features. First, flagship stores emphasize wellness experiences by incorporating elements that engage human senses. Second, they provide fitness spaces designed to support both physical and mental wellness. Third, they are advancing toward promoting social wellness through the integration of online and offline platforms. Finally, these spaces are evolving beyond individual wellness to encompass social and environmental wellness, thereby strengthening brand identity. The WSEMs derived from this study can be applied to various brand spaces, offering consumers meaningful opportunities to experience wellness.