패션 팝업 스토어의 연도별 변화 추이 및 유형 특성 - 국내 사례를 중심으로 -

서지정보

ㆍ발행기관 : 복식문화학회 ㆍ수록지정보 : 복식문화연구 / 23권 / 5호
ㆍ저자명 : 유지헌, 최도리

목차

I. Introduction
II. Background
III. Methods
IV. Results
V. Conclusion
References

영어 초록

Contemporary fashion companies have been planning marketing strategies that can promote brands and products more effectively for satisfying consumers’ increasingly diversified needs. For this reason, retail spaces have continued to evolve and the modern concept of pop-up stores appeared through this process. Therefore, the object of this study was to research domestic pop-up fashion store cases by collecting article data. These data are from Internet fashion-specialty sites and analyze the types and characteristics of pop-up fashion stores by providing basic information that will be useful in the pop-up fashion stores of companies when they establish their marketing strategies. This study utilized the content analysis method and derived the results by using SPSS Statistics. As a result of this study, the type of “pop-up fashion stores opening in distribution enterprises” comprised the highest percentage of the whole store types and the pop-up fashion stores’ management purposes were focused on product introduction, promotion, and market testing. As time passed, not only did pop-up fashion stores' growth rate increased, but also the types of pop-up fashion stores have become more diverse. In other words, contemporary fashion companies are utilizing more pop-up fashion stores as a marketing strategy than before. However, due to the short history of domestic pop-up fashion stores, the variety of research is still insufficient, so more extensive research on pop-up fashion stores is required.

참고 자료

없음