Evaluation for Imported luxury Brand’s Preference impact on Store Attribute and Loyalty in DPT Store : Focus on DPT Store located in Seoul

This study first examines the current status of imported luxury brands, which account for an absolute portion of sales in department stores due to their continuous growth, and based on this, attempts to identify differences in preference for each imported luxury brands that currently occupy a major position in department stores. Second, the effect of preference for imported luxury brands in department stores on the evaluation of store attributes of department stores, and finally, the effect on store loyalty. This is to investigate the practical effects of imported luxury brands that department stores fully concentrate to introduce on department stores. In addition, by examining the influence of each imported luxury brands in department stores, so far, only the size of sales or efficiency. We would like to suggest a new method for the specific contribution to imported luxury brands that have been evaluated. Through this, we intend to suggest a rational strategy for the indiscriminate competition for imported luxury brands in domestic department stores and help set priorities for brand introduction. The research study collected 170 responses from May 15 to June 12, 2022, and conducted SPSS v. The data collected through the 21.0 statistics package program were statistically processed. Research Results: First, among imported luxury brands in major department stores in Korea, the most preferred by consumers were Hermes, Louis Vuitton, Chanel, and Gucci…. appeared in order. Second, the preference of imported luxury brands for all survey subjects had a positive effect on the evaluation of store attributes and loyalty to department stores. Third, imported luxury brands in department stores had a positive influence on the evaluation of department store attributes. As a result, it was confirmed that the higher the store attribute evaluation according to the imported luxury brand make the higher the loyalty to the department store. Currently, when introducing imported luxury brands in department stores, it suggests a strategy that can consider priorities according to consumer preferences, and at the same time suggests that imported luxury brands are an important factor in enhancing department store attributes and loyalty to department stores.