| Title |
A Study on the Flagship Store Space Design as Brand Experience Tool |
| Keywords |
Experiential Marketing ; Brand Communication ; Flagship Store ; Space Identity |
| Abstract |
This study is focused on spatial identity and design of flagship stores as media of effective experiential communication for a brand. This study is aimed to creative methods for diverse effects are suggested by connecting significance of experiential communication and strategic factors of experiential marketing to sales space in order to realize the identity of space. The process of this research is following. flagship stores realizing differentiated experiential marketing were selectively classified by type according to the constructional features. Then, each of their function was analyzed in the context of social cultural life style. In Conclusion, flagship stores become a tool continually constructing a brand image and implementing differentiation for companies. To consumers, they create relationships through customers’ experience in space expressing own brand image and style. Also, flagship stores are valued as a place offering sensational experiences of cultural consumption as well as product consumption when planned given the style suitable for brand image and strategies. |