코스메틱 브랜드숍 디자인에 있어서 스토리텔링 기법에 관한 연구

Abstract

Brand shops are functioning as the hot spot between a company and a customer. And over the concept of simply‘a place to sell items to consumers’are taking their places to‘show the Brand Identity, and experience and enjoy the brand.’companies try to make the movement of making and expanding its own brand shop, but their shops reveal the limitation that there is no originality or difference. Therefore, this research, in the theoretical study which finds out about storytelling marketing as a strategy to establish a distinctive identity, defines the usefulness of consumer communication marketing through analysing the difference between storytelling and narrative, and then, analyses the selling form change of the appealing-to-emotion cosmetic industry and the significance of the cosmetic brand shop, examines the current state of the current domestic market, in chapter 4, examines the effective design application structure through marketing cases using the storytelling method and characteristics of the cosmetic brand shop and spatial design cases, in the conclusion will discuss the importance of the role of storytelling and in spatial design the direction of use, for securing brand identity in the selling space.