As the quality of life improved, the culture of modern consumers began to change, and the unique image of the brand was treated as one of the merchandises instead of the functionality of the product. As a result, delivering a clear image of the brand ... As the quality of life improved, the culture of modern consumers began to change, and the unique image of the brand was treated as one of the merchandises instead of the functionality of the product. As a result, delivering a clear image of the brand has become a major issue. In order to effectively deliver the brand identity to the consumers, the company competitively operates the brand flagship store and started to inform the value of the brand through various experiences in a given space. Previously, flagship stores were limitedly operated by the brand of expensive fashion or miscellaneous goods, but now they are expanding their scope to various brands and industries. Since 2000, K-beauty industry has been growing rapidly due to the influence of Korean Wave and the launch of mid to low priced cosmetics brands in Korea. In 2005, cosmetics flagship store started to appear in Korea, starting with Laneige shop in Myeongdong. According to this trend, the purpose of the study is to examine brand identity reflected in the cosmetics flagship store currently under operation in Korea and analyze the extent and degree of its reflection to derive a comprehensive style for the analysis and confirmation of its characteristics. The object of this study is to suggest a basic research on space environment design style for cosmetic flagship store so that k-beauty industry can build competitive brand identity both in Korea and abroad. The research method is based on the literature study and the case analysis. The analysis frame was assorted based on the theme and style which is the brand identity expression element and then combined with the constituent element of Jean-Noel Kapferer’s brand identity prism, one of the theories of brand identity, to derive the detailed factor for the establishment of the detailed analysis standard. After the analysis, the adjective vocabulary extracted from the questionnaire is listed as the top 4 items, and finally, the brand image style and the space environment design style of the flagship store are deduced. Based on this result, the style characteristics of each case and the extent of the reflection of the brand identity was confirmed. The study was conducted on the style characteristics of cosmetics flagship store which reflects brand identity in case of domestic brands. The results of the analysis of this study are as follows. First, key words are extracted from the analysis of brand identity of each brand by the combination of the theme item of the brand identity expression element and culture, social reflection, relationship, and self-image which are constituent elements of brand identity (prism). The result can be summarized as follows. Innisfree is nature (Natural, Pure, Believable), Sulwhasoo is a traditional Orient medicine (Traditional, Harmony, Eternal), Espoir is individual personality (Trendy, Powerful, Professional), CNP is a healthy skin (Healthy, Scientific, Certified), IOPE is a skin bioscience (Scientific, Technical, Simple), and Mamonde is the wisdom of flowers (Floral, Feminine, Wise). The final brand image style analyzed by the adjective vocabulary extraction method is, "Innispree is a natural style, Sulwhasoo is a classic style, Espoir is a modern style, CNP is a minimal style, IOPE is a hightech style, and Mamonde is an elegant style“ Second, in order to analyze the space environment design characteristics of the cosmetic flagship store reflecting the brand identity, style as the expression element of the brand identity was combined with physique and personality as a constituent element (prism). Based on this, the detailed space environment design element was set up and analyzed. The final flagship store style analyzed by the adjective vocabulary extraction method is, "Innispree is a natural style, Sulwhasoo is a classic style, Espoir is a modern style, CNP is a minimal style, IOPE is a hightech style, and Mamonde is a romantic style“. Third, degree of the reflection of brand identity on flagship store and brand, in other words the coincidence of the theme and the style, was sufficient in 'Innisfree and IOPE', similar in Sulwhasoo, Espoir and Mamonde’, poor in ‘CNP’. If listed in order, it is Innisfree, IOPE > Sulwhasoo, Espoir, Mamonde > CNP. The following conclusion is a summary of the characteristics of the flagship store space environment design style that reflects the brand identity. First, the brand identity keywords that the company intended were sufficiently reflected in the concept and brand strategy. In other words, the core of brand identity that companies want to represent is same as the summary of concepts and strategies. This shows that concepts and strategies are the most accurate elements of brand identity expression and the most important element that strengthens the brand's intrinsic identity, Second, the style, which is the physical characteristics of the flagship store, is the first part where the brand identity can be visually perceived. So it is necessary to seek to actively utilize the visual elements that can appropriately express the brand identity in the outer space and building exterior. The facades of the 6 case sites were relatively diverse in terms of expression, but all of the buildings were rectangular in form, lacking the diversity of the spacial setup of facade and the shape of building. In order to express the brand identity effectively in space, it is necessary to search design method which enables appropriate expression from the design stage of the building. And also various methods of research are required to express brand identity using the pattern, material, and facade. Third, the flagship store space that fully reflects the brand identity provides consumers with a positive perception of the brand. The rankings of the favorable feelings matches the degree of the brand identity reflection. Based on this result, it was confirmed that consumers could positively perceive the space if the space actively reflects the brand identity, and the favorability of the subject brand was increased. For the positive recognition of the brand, design of the space must be done by the application of the brand identity closely to the exterior of the space, the building, and the interior while maintaining the connectivity in an integrated manner and original purpose of the flagship store should not be lost. Fourth, the only space where the brand image style and the space environment design style all coincide was the inner space of the flagship store. This is consistent with the results of the consumer surveys. Inner space is considered to be the most important space in the flagship store, and the company is also aware of this and tried to apply various expressions of brand identity to the interior space. This study analyzes the stylistic characteristics of the flagship store from the viewpoint of architectural space environment design rather than focusing on marketing measures, and hopefully provides basic data to designers, companies and consumers who want to approach the cosmetic flagship store to show the future direction. ，韩语论文，韩语论文范文 |
