매스-커스터마이제이션 유형에 따른 패션 브랜드 매장의 커스터마이징 경험디자인 전략 연구
A Study on Customization Experience Design Strategies of Fashion Brand Stores According to Mass-Customization Types
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(연구배경 및 목적) 소득 수준의 향상과 가치 소비에 대한 욕구 증대로 인해, 많은 패션 브랜드가 고객의 개별 소비 경험을 극대화하는 커스터마이징에 주목하고 있다. 이에 따라 매장은 직원과 협력한 맞춤 서비스부터 고객 데이터를 기반으로 한 자동화 맞춤 기술에 이르기까지, 고객의 다양한 취향과 그 변화를 반영하려는 노력을 기울이고 있다. 더불어, 가치를 중시하는 소비자들이 요구하는 총체적인 경험을 제공하고자 한다. 이러한 경향은 기존의 제품 디자인 차원을 넘어, 오프라인 공간에서의 커스터마이징 경험을 강화할 수 있는 연구의 필요성을 시사한다. 본 연구는 패션 브랜드 매장에서의 커스터마이징 경험 디자인을 분석하여, 소비자의 반응을 예측하고 이에 효과적으로 대응할 수 있는 구체적인 방안을 제시하고자 한다. (연구방법) 본 연구는 커스터마이징에 대한 이론적 고찰을 바탕으로 패션 브랜드의 커스터마이징 유형과 특성을 도출한 후, 공간 경험 디자인에 대한 이론적 고찰을 통해 경험의 차원에서의 공간 경험 디자인 요소를 재정립한다. 이렇게 재정립한 경험 차원에서의 공간 경험 디자인 요소와 패션 브랜드의 커스터마이징 특성과의 관계를 파악하여 패션 브랜드 매장의 커스터마이징 경험 평가 요인들을 구조화한다. 구조화한 경험 평가 요인들을 기반으로 서로 다른 커스터마이징 방식을 활용하고 있는 사례 4곳을 선정하여, 현장 조사와 웹 분석을 통해 사례 분석하여 종합 결론을 도출한다. (결과) 분석 결과, 목적에 따라 커스터마이징 유형들을 단독 혹은 조합하여 활용하고 있었으며 그에 맞춰 경험 요인들을 특화하여 차별화 설계하는 동시에 다양한 경험 요인을 골고루 적용한 매장이 고객 만족도와 경험의 깊이를 높이는 것을 확인할 수 있었다. 또한, 고객 만족을 극대화할 수 있는 전략으로서, 커스터마이징 유형에 따른 경험 요인들의 조절 방향성을 구체적으로 파악해 볼 수 있었다. 이에 따라 브랜드 기업은 매장 안에서의 고객의 경험을 예측하고 경험 요인들을 조절·보완하여 골고루 증진시킨다면, 고객에게 높은 소비 만족을 제공할 수 있을 것이다. (결론) 본 연구는 패션 브랜드 매장의 커스터마이징 특성과 통합적인 경험 차원에서의 공간 경험 디자인과의 상호 관계성을 파악해 봄으로써, 패션 브랜드 매장에서의 커스터마이징 경험을 총체적인 고객 경험 관점에서 분석하였다. 이러한 접근은 단순한 체험을 넘어서 고객 경험을 포괄적이고 유기적으로 융합하여 고려한 과정으로서, 커스터마이징 서비스를 제공하는 패션 브랜드의 공간 디자인 계획 시 고객의 감성을 자극하고 참여를 유도하여 개인적인 의미를 구현해 내는 구체적인 방향성을 제시한다는 점에서 의의를 갖는다.
Abstract
(Background and Purpose) With rising consumer income levels and the demand for value-driven consumption, interest in customization has also significantly increased. Many fashion brands now focus on maximizing individual consumer experiences during the purchasing process. To achieve this, fashion stores employ various methods, such as collaborative customization with staff and automated personalization technologies based on customer data. These approaches reflect diverse consumer preferences and changes and offer holistic experiences required for value consumption. This trend suggests the need for research beyond traditional product design customization to explore ways to maximize authenticity and experiential quality in brand spaces. Therefore, this study proposes specific methods for predicting and responding to consumer reactions through customized experience design applied to fashion brand stores. (Method) First, the types and characteristics of fashion brand customization based on a theoretical review of customization were derived. Through a theoretical examination of spatial-experience design, the design elements of spatial experience were redefined from the perspective of experience dimensions. By identifying the relationship between these redefined spatial experience design elements and the customization characteristics of fashion brands, this study structured evaluation factors for customization experiences in fashion brand stores. Based on these structured evaluation factors, four cases utilizing different customization methods were selected, and a comprehensive conclusion was drawn through field surveys and web analyses of the selected cases. (Results) The analysis revealed that stores utilize single or combined customization methods and tailor experience factors to differentiate and specialize their design while uniformly applying diverse experience factors, enhanced customer satisfaction, and depth of their experience. Additionally, it identified specific strategies to maximize customer satisfaction by understanding the modulation direction of experience factors according to the type of customization. Consequently, if brand companies can predict in-store customer experiences and adjust and enhance these factors evenly, they can significantly improve consumer satisfaction. (Conclusion) This study analyzed the interrelationship between the customization characteristics of fashion brand stores and spatial experience design from a comprehensive customer experience perspective. This approach goes beyond simple interactions and considers a process that holistically integrates the customer experience. These findings offer specific directions for space design planning in fashion brands that provide customization services by stimulating customer emotions, encouraging participation, and creating personal meaning. This has significant implications for enhancing consumer satisfaction and engagement and suggests that a well-designed in-store experience can increase consumer satisfaction by effectively addressing and fulfilling diverse customer preferences and needs. This study thus highlights the importance of thoughtful and responsive spatial experience designs in the context of modern value-driven consumption.
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