패션 브랜드의 복합문화공간 특성에 관한 연구 –식음공간을 중심으로-

Abstract

(Background and purpose) There is a growing interest in developing complex cultural areas within fashion retail shops, and dining spaces are being developed based on this concept. This phenomenon focuses on revamping fashion retail shop brand images, in an effort to enhance overall interest in dining culture and the brand amid the COVID-19 pandemic. The purpose of this research is to analyze fashion retail shops and how they are developing dining spaces that reflect their brand identities, while incorporating complex cultural ideas to provide inspiration to other brands interested in integrating similar spaces. (Methods) This research involved methodology that assessed the theory behind fashion brand retail shops, complex cultural areas, and dining areas that would qualify as part of complex cultural areas. Subsequently, the range of research was determined and an evaluation index was prepared to analyze each case. Next, the cases (five single-brand shops: Cafe Dior in Dior, Cafe Madang in Hermes, Cafe Kitsune in Maison Kitsune, Nudake in Gentle Monster, and Man-made Cafe in Wooyoungmi; three fashion retails shops in department stores: Cafe A.P.C by A.P.C. in Lotte Department Dongtan branch, Cafe ARKET by ARKET in the Hyundai Seoul Department Yeouido branch, Big Pilot Bar by IWC & Center Coffee in Lotte department in Seoul; and two multi-brand shops: 10 Corso Como Cafe in 10 Corso Come and Rubrica in Boon the Shop) were included in the evaluation index to determine their perceptions of those spaces. (Results) Upon evaluation, it was found that high-end brands and multi-shops scored relatively lower in terms of the assessment of the characteristics of their spaces, revealing a weak expression of brand identities. Meanwhile, higher-end brand shops were capable of displaying their brand identities subtly while continuing to emphasize a luxurious feel. Multi-fashion shops provided an overall feeling of their brand but could not otherwise be distinguished from the branding of their dining areas. Single-branded shops, however, had dining areas that were both identifiable and unique, which allowed them to showcase their brand's identity, and therefore attract customers to their offline dining areas. (Conclusion) The analysis of the 10 cases suggests that luxurious shops required further emphasis on their brand identity instead of a simple expression of a luxury to fully utilize their resources and attract patrons. Secondly, casual and single-brand shops demonstrated a sound judgment of dining area design but certain brands nevertheless need to increase the representation of their brand characteristics by changing not only basic elements of their interior but supporting elements as well. This will allow the brand's differentiation to be expressed intensely as well as ensuring consumer-friendliness. The aforementioned changes have the potential to increase market impact.