비즈니스 확장을 위한 럭셔리 브랜드 공간 아이덴티티 전략에 관한 연구

Abstract

(Background and Purpose) The global luxury goods market size has already become gigantic, domestic luxury market has rapidly grown due to the import liberalization of fashion goods. At this moment, as the potential possibilities of Korean luxury brand market is increasing, luxury brand market is attempting to have a brand extension, utilizing their strength such as marketing cost reduction of new development, reducing risks of new brand launching. This research aims for the suggestions: the space identity is an effective strategy for a brand extension, and giving required space identity strategy for a business extension. (Method) The method of this study is: Each characteristic is drawn through the theoretical research and the prior research of the expansion of luxury brands and study of the space identity. And it is represented as a luxury brand expansion strategy model via each derived characteristic. Since then, selecting three foreign luxury brands that have tended to expand into new category out of same range, consider luxury brand’s space identity strategy for business expansion by charting and analyzing cases. (Results) Focusing on the thing that spatial identity has a positive impact on luxury brand expansion, it is able to draw a strategy by combining the characteristics of space characteristics and the factors of brand expansion that appeared in conjunction with the expression of spatial identity. Through the strategy of expanding luxury brand business through spatial identity, the five strategies could be derived: reliable-experience, intensive-visuality, significant-symbolism, associative-connectivity, and positional-distinction. As a result of the case analysis, 1)The sequence that using the strategy of the space identity is revealed in the order of Positional-distinction > Intensive-visuality > Significant-symbolism > Associative-connectivity > Reliable-experience. 2)it seems that Significant-symbolism showed a structure that was mutually affected between strategies Intensive-visuality and Associative-connectivity due to overlapping expression factors. 3)it seems that Significant-symbolism and Associative-connectivity were highly related strategies. (Conclusions) The takeaway of this research are 1)Delivering it to customers that expanding the brand by broadening the appropriate range of space types that meet the value of the parent brand is used as a high-weight positive strategy. 2)If you apply the identity of space by constructing a strategy linked to the purpose and value of the parent brand, it has a positive impact on luxury brand business expansion. 3)The directing of same mood between the expanding brand’s stores has a positive effect on brand expansion evaluation. Although there was a lack the possibility of a limited range of existence based on partial case analysis of luxury premium brands, is hoped that additional business strategy studies will be conducted, including analysis of various brands and expansion of luxury sub-brand businesses, based on this study.