체험마케팅의 관점에서 텍스타일 쇼룸에 대한 연구

Abstract

(Background and Purpose) In a commercial environment, consumer value shifts from tangible possessions to intangible experiences. Moreover, the customer experience can provide emotional and relational values that can replace functional values. Accordingly, the offline space design strategy is shifting to experiences; therefore, experiential marketing is increasingly applied owing to brand communication. Textile showrooms are also changing from displaying standalone products to being brand experience centers. Therefore, this study examined the textile-showroom space from the perspective of experiential marketing to identify current trends and their contents to provide insights into textile-showroom experiences. (Method) First, through literature review, the characteristics of experiential marketing and spatial design elements were found to establish a framework for the case analysis. Second, five showrooms were selected worldwide based on design magazines and a case study was conducted. Third, based on the above results, the content according to the experiential marketing strategy and the characteristics of the space required were analyzed. (Result) In the case of the Main Showroom, where textiles were primarily displayed, the entertainment experience was overwhelmingly high. In the case of the Attraction Space, the entertainment experience was shown to be high, but educational experience and esthetic experience also appeared to be high. In the case of the Service Space, all four types of experience appeared, but the educational experience was shown to be distinctively high, and the escapist experience was emphasized more than in any other space. In the Counseling Space, four experiences were equally expressed at low intensity. (Conclusions) Regarding 4Es, the entertainment experience scored the highest. This is because brands use attractive focal points, such as exhibiting various textiles, to attract viewers’ interest. Education experience was the second most common experience executed in the Service Space. Esthetic experience followed, which was also mostly experienced in the Service Space. Within experiential trends. “selective temporality” was observed in all cases. Events such as exhibitions, lectures, and collaborations have increased the buzz to promote brands. Moreover, “digital interactivity” has also emerged. Digital programs or digital showrooms developed by the brand were used at the site to produce or order prototypes. A large screen was used to enable users to use digital devices that can help users to understand the brand’s technology. According to the “substantiality trend,” eco-friendly and upcycling products were on display with the goal of becoming carbon neutral. Efforts have been made to minimize textile waste by supporting responsible textile development based on open sources.