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NTIS 바로가기The Research Journal of the Costume Culture = 복식문화연구, v.25 no.5, 2017년, pp.543 - 560
최도리 (상명대학교 대학원 생활환경학과) , 유지헌 (상명대학교 의류학과)
The aim of this paper is to find which types of pop-up store positively influence consumers and to analyze the factors that affect brand attitude and behavioral intention across different fashion pop-up store formats. The data was collected from 217 respondents in their 20s and 30s and then subjecte...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
최초의 팝업 스토어 형태는? | 팝업 스토어(pop-up store)란 짧게는 하루에서 길게는 몇 달 동안의 한정된 기간만 운영되는 방식의 매장을 의미하며, 팝업 리테일(pop-up retail), 플래시 리테일링(flash retailing) 등으로도 불린다(Gregory,2009). 1997년, Los Angeles에서 열린 Ritual Expo가 최초의 팝업 스토어 형태라고 할 수 있으며, 2002년 미국의 TARGET이 오픈했던 임시 매장이 큰 성공을 거두면서 다른 여러 기업들도 팝업 스토어 마케팅을 도입하기 시작하였다(Gray, 2012; Moore, 1999). | |
‘고정형’과 ‘유동형’로 어떻게 구분을 하는가? | Lee(2012), Sung, Zhu, and Yoon(2014)은 팝업 스토어의 유형을 ‘고정형’과 ‘유동형’으로 구분하였다. Lee(2012)의 연구에서는 공간 연출 특성을 기준으로 임차매장, 컨테이너, 부스, 버스로 나누고, 이를 고정형과 유동형으로 구분하여 이에 대한 사례와 연출 특성을 분석한 반면, Sung et al.(2014)은 운영 장소를 실내와 실외로 나눈 다음, 이를 다시 실내 고정형, 실외 고정형, 실외 이동형으로 구분하였다. 이와 달리, Surchi(2011)의 연구에서는 팝업 스토어 유형을 네 가지로 설명하고 있다. | |
팝업 스토어란 무엇인가? | 팝업 스토어(pop-up store)란 짧게는 하루에서 길게는 몇 달 동안의 한정된 기간만 운영되는 방식의 매장을 의미하며, 팝업 리테일(pop-up retail), 플래시 리테일링(flash retailing) 등으로도 불린다(Gregory,2009). 1997년, Los Angeles에서 열린 Ritual Expo가 최초의 팝업 스토어 형태라고 할 수 있으며, 2002년 미국의 TARGET이 오픈했던 임시 매장이 큰 성공을 거두면서 다른 여러 기업들도 팝업 스토어 마케팅을 도입하기 시작하였다(Gray, 2012; Moore, 1999). |
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