아웃도어 플래그쉽스토어를 통한 체험마케팅의 공간표현에 대한 연구

초록

With the recent spread of well-being and the system of five working days a week across the society, the outdoor fashion life has become universal. Those changes of social atmosphere have resulted in the changes of consumer lifestyle, which have in turn segmented marketing methods in the outdoor wear market. The purpose of this study was to comprehensively analyze the cases of applying experiential marketing to outdoor flagship stores in the nation. Kolon Sport highlighted experiential marketing with large space and had many sensuous elements in interior space. Montbell exhibited many cognitive elements in the exterior display and entrance. The Door planned space marketing preferred by the young generation and allowed them to experience a variety of experiential elements. Peak Performance carried out display in a way to distinguish various products well. le coq sportif highlighted the brand image and showed many cognitive elements in the exterior. Although there were no big, clear differences in the five elements of experiential marketing among them, they especially needed to further reinforce behavioral and relational experience.

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