아웃도어 라이프스타일 숍의 브랜드스케이프에 관한 연구 = A Study on Brandscape of Outdoor Lifestyle Shop

다국어 초록 (Multilingual Abstract)

(Background & Objective)The shopping trend in digital era is the expansion of traditional off-line spaces into a variety of aspects owing to omni-channel shopping. Toward this trend, outdoor clothing stores have been developing by allowing their customers to experience the brand directly while proposing a lifestyle, thereby demanding for brandscapes to establish a coherent brand identity and enhance its value. The purpose of this research is to study the features of building brandscapes that enhance a brand image through an outdoor lifestyle shop. (Methods)This study establishes a theoretical concept of brandscapes and lifestyle shops, by using eight extracted characteristic keywords from preceding studies of brandscapes components and aspects of lifestyle shop, as a matrix frame for case analysis. Outdoor lifestyle shops in domestic and foreign countries that propose a differentiated lifestyle are selected as the focus of this research; in particular, this study looks into the spatial characteristics and expression materials of an outdoor lifestyle shop. (Results)This study found that each brand seeks differentiation against its rival brands through various products and programs or professional services based on the assumption that it suggests a lifestyle in a space in which different products and spatial circumstances exist. Four features were found to establish brandscapes of an outdoor lifestyle shop. First, a clear and a definite concept as well as an appropriate and a suiting spatial design are required, as the spatial atmosphere of a shop creates a general image of an outdoor lifestyle shop. Second, the shop should form a complex cultural space composed of various and professional outdoor products, in which customers can experience the products personally while relaxing with coffee and using the store`s other amenities. Third, the shop should be able to offer unconventional experiences to customers. Lastly, the place must gain the sympathy of customers as a space for value, by providing a comforting, relaxing, and eco-friendly image. (Conclusions)Outdoor lifestyle shops should be able to propose a lifestyle to customers through the construction of space and programs, espousing customers` sensitivity and inducing their positive reaction toward the place as a cultural place in which they can enjoy. This study determined the characteristics of brandscapes of outdoor lifestyle shop`s spatial atmosphere in an attempt to constitute clear and distinctive brand concept and identity. By utilizing the unique spatial aspects of outdoor lifestyle shops, and then applied to brandscapes, this study aimed to provide new direction to future approach on prospective design for outdoor lifestyle shops.

참고문헌 (Reference)

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