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NTIS 바로가기The Research Journal of the Costume Culture = 복식문화연구, v.27 no.2, 2019년, pp.109 - 122
김민경 (장안대학교 패션디자인과) , 유지헌 (상명대학교 의류학과)
With the greater importance of lifestyle shops and experience marketing, research is needed for the effective experience marketing of lifestyle shops by fashion product type. This study establishes effective and differentiated experience marketing strategies for fashion lifestyle shops by examining ...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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라이프스타일이란 용어는 누구에 의해 넓게 전파되었나? | 라이프스타일이란 용어는 19세기 베블렌(Thorstein Veblen)의 ‘유한계급론(The Theory of the Leisured Class)’과 베버(Max Weber)의 신분관련 연구에서 언급된 이후 아들러(Alfred Adler)에 의해 넓게 전파되었다. 아들러와 기타 여러 학자에 의하면, 개인은 그들만의 독특하고 흉내 낼 수 없는 라이프스타일을 지니고 있으며, 이러한 라이프스타일은 가치뿐만 아니라 문화적인 면과 함께 소비와 깊은 관련이 있다고 하였다. | |
체험 마케팅은 소비되는 분위기와 이미지 또는 브랜드를 통해 고객의 감각을 자극하여 체험을 창출하는데 초점을 맞춘 마케팅이라 할 수 있는 이유는 무엇인가? | Pine and Gilmore(1998)는 체험경제라는 용어로 체험마케팅을 소개하였으며, 체험 그 자체를 차세대 상품으로 정의하고, 체험은 제품이나 서비스와는 다른 개별적인 개념으로 어느 누구도 동일한 체험을 할 수 없다고 하였다. 그러므로 체험 마케팅은 소비되는 분위기와 이미지 또는 브랜드를 통해 고객의 감각을 자극하여 체험을 창출하는데 초점을 맞춘 마케팅이라 할 수 있다. | |
라이프스타일 숍은 무엇에 의해 최초로 소개되었는가? | 라이프스타일 숍은 Ben Thompson이 1953년 미국, 메사추세츠 주에 설립한 Design Research라는 소매점에 의해 최초로 소개되었으며, 일상생활에서 필요한 토탈 상품인 의류, 액세서리, 가구, 생활용품, 선물 등의 다양한 상품을 판매하는 공간으로써, 소비자가 원하는 라이프스타일을 제안해 주면서 소비자와의 커뮤니케이션을 통해 브랜드 아이덴티티를 구축하는 ‘원스탑 쇼핑’형 매장을 말한다(Ahn & Gwak, 2017; Choi, 2005; Fashion Specialty Materials Completion Committee, 1997; Kim et al., 2015; “Lifestyle Store”, n. |
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