브랜드 이미지의 효과적 전달을 위한 화장품 숍 파사드 디자인에 관한 연구 -명동지역 화장품 브랜드 숍을 중심으로- (A Study on the Facade Design of Cosmetic Shops for Effective Brand Image Promotion - Focused on Cosmetic Shops in Myoungdong -)

서지정보

· 발행기관 : 한국문화공간건축학회
· 수록지 정보 : 한국문화공간건축학회논문집 / 40호 / 63 ~ 72페이지
· 저자명 : 아라이 미즈미, 한혜련

초록

For the last few years, Korea has been sharpening its national competitiveness as more of the world has gone wild for Korean pop culture, Hallyu. Every year, a greater number of tourists are visiting Korea from other countries. One of the most popular attractions for foreign consumers in Korea is Myeongdong and, in return, cosmetics shops in the area are enjoying so much prosperity. All the cosmetics shops in Myeongdong are working hard to increase their brand images so that they can attract more foreign consumers. For this reason, every day, the cosmetics stores in Myeongdong seem to be under renovation. Low-rise buildings feature in the Myeongdong landscape and so, the cosmetics shops in the area are more capable of designing a bigger façade compared to those in other areas. In other words, how to design the façade has quite a great influence on the success of a brand image promotion. Many of the foreign tourists are not familiar with brands in Korea as they have not been sufficiently provided with promotional materials and relevant information. Knowing that, the study aims to propose basic ideas for the most effective façade designs which would help the cosmetics shops attract a greater number of foreign consumers. The followings are the results gained from research. First of all, the cosmetics shops which have used Korean celebrities as their advertising models were reported to be more successful. Most of the foreign tourists visit Korea because they love Korean pop culture and in particular Korean celebrities. Some of the cosmetics shops in Myeongdong have decorated their facades with pictures of the Korean celebrities and this has contributed to their effective brand image promotion. The foreign consumers tended to prefer façade designs with stories rather than those with abstract, geometric patterns or pictures. How to decorate a façade is tremendously important because it will tantalize foreign shoppers and increase purchases. This study is expected to be used as basic data that will help cosmetics shops in Korea not only to form a proper brand image for the foreign consumers but also to more effectively promote a brand image in the market.

영어초록

For the last few years, Korea has been sharpening its national competitiveness as more of the world has gone wild for Korean pop culture, Hallyu. Every year, a greater number of tourists are visiting Korea from other countries. One of the most popular attractions for foreign consumers in Korea is Myeongdong and, in return, cosmetics shops in the area are enjoying so much prosperity. All the cosmetics shops in Myeongdong are working hard to increase their brand images so that they can attract more foreign consumers. For this reason, every day, the cosmetics stores in Myeongdong seem to be under renovation. Low-rise buildings feature in the Myeongdong landscape and so, the cosmetics shops in the area are more capable of designing a bigger façade compared to those in other areas. In other words, how to design the façade has quite a great influence on the success of a brand image promotion. Many of the foreign tourists are not familiar with brands in Korea as they have not been sufficiently provided with promotional materials and relevant information. Knowing that, the study aims to propose basic ideas for the most effective façade designs which would help the cosmetics shops attract a greater number of foreign consumers. The followings are the results gained from research. First of all, the cosmetics shops which have used Korean celebrities as their advertising models were reported to be more successful. Most of the foreign tourists visit Korea because they love Korean pop culture and in particular Korean celebrities. Some of the cosmetics shops in Myeongdong have decorated their facades with pictures of the Korean celebrities and this has contributed to their effective brand image promotion. The foreign consumers tended to prefer façade designs with stories rather than those with abstract, geometric patterns or pictures. How to decorate a façade is tremendously important because it will tantalize foreign shoppers and increase purchases. This study is expected to be used as basic data that will help cosmetics shops in Korea not only to form a proper brand image for the foreign consumers but also to more effectively promote a brand image in the market.

참고자료

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