| 요약2 |
Today, fashion is already a representative culture of our lives, has developed into an industry that combines culture and communication, and has become a means of expressing itself rather than clothes. Recently, it is common for a fashion brand enterprise to establish a flagship store of an antenna shop concept in every major city in the world. These flagship stores are required to apply emotional expression characteristics in order to realize identity in the space in addition to directing commercial space for merchandise sales. Phillip Kotler, world-renowned marketing expert, said: "Now, most personal purchasing decisions are basically social decisions. From a marketing communication point of view, customers are no longer passive targets but are transformed into active communication media "It is an important factor as a place to approach a consumer, a stage to make contact with a consumer, and a place to actually experience a brand as a step of informing and recognizing a consumer. Therefore, it is necessary to produce a strategic space that encourages customers to purchase products while experiencing images and stories of brands using products and space in a first step to meet customers' desire to purchase products. Contemporary consumers have a tendency to enjoy the image of a brand rather than a product itself in a variety of sales environments, rather than to buy a product, and develop a tendency to enjoy the process of purchasing a product. Therefore, this study analyzes the design trend of the fashion flagship store applying surrealism technique and proposes the basis of the direction of the fashion flagship store store which can enhance the value of cultural space function in commercial space. |