A Study on the Influence of Exhibition Experience Characteristics of Domestic Fashion Brand Flagship Store on Brand Image of MZ Generation - Focused on the Seongsu-dong Ader Space 2.0 -

Abstract

Since COVID-19, modern people’s perception of lifestyle and consumption has changed rapidly. Online-oriented consumption is increasing rapidly every year, but as consumers’ desire for real experience and direct communication is also increasing, the fashion industry is focusing not only on online expansion but also on attracting consumers using offline stores. A case in point is “Flagship Store,” a store where you can maximize the image and character of a specific product brand and experience brand philosophy and value, while Seongsu-dong is a high-profile commercial district where such flagship stores are mainly built. Accordingly, the results of evaluating the characteristics of the MZ generation, experience design elements, experience marketing strategy characteristics, and the role of VMD (Visual Merchandising) are as follows. Overall, when analyzing “Ader Space 2.0”, it received high scores in sensation/sensitivity, cognition, sensitivity, extraordinaryity, VP, and IP, and these factors had a positive impact on brand recognition in conjunction with the experience, mutual sharing, and diversity of the MZ generation. In the survey, when comparing before and after the visit, the brand’s recognition increased, and the brand’s image became more concrete in terms of spatial production. As a result, flagship stores, which apply exhibition experience characteristics, will contribute to improving brand awareness while strengthening brand identity.