체험마케팅을 적용한 패션 브랜드 VMD에 관한 연구 - SPA 플래그쉽 스토어 중심으로 -

Abstract

(Background and Purpose) Amid the rapid growth of its economy, modern Korean society endeavors to become a better place for consumers and engender satisfaction. The fashion industry created the economic brand called Specialty store retailer of Private label Apparel (SPA) to fulfill the demand of consumption culture. The SPA brand has grown rapidly and become a significant part of the fashion industry. As a way to achieve differentiation and economic strength, visual merchandising design (VMD) is suggested as an important factor that reflects an experiential marketing strategy. By providing an experiential factor, VMD has played a significant role not only in expressing retail space effectively to consumers but also in promoting sales. In terms of applying strategy to SPA flagship stores, VMD's experiential marketing has become an important factor in ensuring differentiation of and reestablishing the image of retail spaces. This study aimed to present the direction of VMD for domestic SPA by analyzing the characteristics of domestic and foreign SPA　 brand stores that apply experiential marketing of VMD through a case analysis of SPA flagship stores. (Method) This study was conducted as follows. First, the concept and necessity of experiential marketing were examined through a study of existing domestic literature, focusing on the theory on the introduction of experiential marketing in VMD of SPA flagship stores. Second, we classified VMD with experiential marketing based on the analysis of required VMD display elements and space function in SPA flagship stores, and then identified the most suitable method. Third, we conducted a case analysis of domestic and foreign SPA flagship stores based on VMD display elements to propose a direction for VMD display elements. Lastly, we established standards of analysis based on VMD display features applied via five strategies of experiential marketing and then proposed a direction for VMD display elements through a case analysis of domestic and foreign SPA flagship stores. (Result) The sense and feel elements of experiential marketing strategies were similar for both domestic and foreign brands. Meanwhile, the think and relate elements were higher in foreign brands compared with domestic brands. Moreover, beyond product sales, the experiential elements in VMD of foreign brands were aimed at maximizing brand image through the communication and assistance of the employees and consumers’ recognition of the brand’s culture. (Conclusions) In SPA flagship stores, VMD that applies experiential marketing strategy will improve the brand’s image beyond the substantive sales space for consumers. In addition, it can suggest a direction to satisfy not only the visual direction but also the emotional and experiential parts of experiential marketing.