브랜드 체험공간의 감성적 특성 분석에 관한 연구-자연주의 화장품 브랜드를 중심으로-

Abstract

It has changed to the era of value consumption, which values experience today. Many brands and companies are attempting to communicate with consumers and brands through a brand experience space that they can experience without having to purchase products. Therefore, we would like to present the direction of the brand experience space emotional strategy for continuous communication between the brand and consumers. A total of four types of analysis frames were used to analyze the brand experience space, "symbolism of space," "unusuality of space," "experience of space," and "supporting behavior of space," and five brand experience stores of naturalistic cosmetics brands in Garosu-gil, Gangnam were selected as the scope of their research. The survey was analyzed by conducting a qualitative assessment method through a direct visit and examined the emotional characteristics and differences of each brand. The first analysis showed that the "symbolism of space" is a characteristic that natural cosmetics brands generally pursue in the experience space. Second, we could see that the brand experience space affects customers' emotional stimulation based on the type of use of experience elements rather than simply visual composition, content, and number of experiences. Third, the provision of a playful experience leads to a special experience that stimulates non-daily sensibilities. Therefore, the brand experience space should provide a playful form of experience that other brands do not experience. Through this paper, we expect to present the direction of emotional strategy of naturalistic cosmetics brand experience space for continuous communication between brands and consumers.