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NTIS 바로가기Fashion & textile research journal = 한국의류산업학회지, v.19 no.4, 2017년, pp.448 - 467
서고우미 (중앙대학교 패션학과) , 오경화 (중앙대학교 디자인학부 패션디자인전공)
Attention to living lifestyle shops covering with the wide product range including household items, interior decoration, and bedding have recently increased since consumers have been improving their standard of living and income levels and they are getting more interested in up-to-date trends of glo...
핵심어 | 질문 | 논문에서 추출한 답변 |
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라이프 스타일 숍의 역할은? | 또한 새로운 문화적 경험을 통해 소비자에게 트렌드를 제시하며 스토어와 소비자 상호간의 감성을 공유할 수 있는 매장이라 볼 수 있다(Choi, 2005). 라이프 스타일 숍은 바쁜 현대의 소비자를 위해 하나의 컨셉으로 매장을 구성하여 다양한 공간과 체험요소를 통해 소비자에게 원 스탑 쇼핑이라는 시간의 효율성뿐만 아니라 구매의 목적을 넘어 재미와 라이프 스타일을 향상시키는 역할을 하며 최근 유통업계의 트렌드로 대두되고 있다(Choi & Lee, 2016). 해외시장을 기점으로 시작한 라이프 스타일 숍이 국내에 진출하기 시작하면서 국내에서는 가구, 인테리어 등 홈퍼니싱에 근본을 둔 인지도 있는 브랜드 들이 제일 먼저 라이프 스타일 숍 시장을 주도하기 시작했다. | |
리빙 라이프 스타일 숍이란? | 리빙 라이프 스타일 숍(living lifestyle shop)은 최근 부상하는 유통 형태인 라이프 스타일 숍의 카테고리 안에서 홈퍼니싱에 관련된 산업 군을 특화 시킨 매장을 의미한다. 선행연구를 통해 라이프 스타일 숍을 정의해보면 가구, 생활잡화, 인테리어 소품, 의류, 문구, 액세사리 등 넓은 범주의 다양한 제품을 취급하며 소비자에게 전반적인 라이프 스타일을 제안하는 형식의 매장이라 할 수 있다(Woo & Hwang, 2016). | |
최근 소비자들은 경험해보지 못한 흥미로운 체험이나 감성을 자극하는 서비스를 기대하는데 이를 위해 브랜드에서는 무엇을 하는가? | 최근 소비자들은 타제품과 비교하여 경제적 이익이나 제품의 물리적 특성을 나열하는 전통적 마케팅보다는 경험해보지 못한 흥미로운 체험이나 감성을 자극하는 서비스를 기대한다. 따라서 브랜드들은 소비자에게 보다 고차원적 서비스를 제공하기 위해서 브랜드와 스토어들을 통하여 브랜드와의 소통과 감동을 제공할 수 있는 방법을 모색하고 있다. 체험이란 개인의 심리적 변화, 개인의 생활환경의 향상, 상호작용 등으로 볼 수 있으며(Shin & Kim, 2010), 체험마케팅은 브랜드와 소비되는 이미지를 통해 고객의 감각과 감정을 자극하는 체험을 창안해내는 데 초점을 맞춘 마케팅이라 할 수 있다(Koh & Choi, 2009). |
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