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한국실내디자인학회 / v.17, no.2, 2008년, pp.140-149 
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윈도우 디스플레이 공간에 나타난 문화마케팅 - 백화점 및 패션 브랜드 브랜드 아이덴티티를 중심으로 -
( A Study of Culture Marketing Shown in window Display Area - Focused on Brand Identity in Department Store and Fashion Brand - ) |
| 권양숙; 호서대학교 예체능대학 패션학과;
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| 초 록 |
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| The purpose of this study is to consider the present situation and cases of culture marketing as brand identity shown in Window Display Area, focusing on department store and fashion brand, one of the recent cultural trends. Display in windows of existing department store and fashion brand has represented ultimate goal of sales by coordination of products, seasons and themes based on profits. However, display has recently become brand identity which department store and fashion brand create by correlating art and commercialism since the era of various lifestyles and emotional consumption. Through identity in department store and fashion brand, cultural marketing shown in show window display space cooperates with customers, corporations, artists and culture and art foundations. The result of this research is the following : First, corporations result in improvement in their image and brand perception with a distinctive marketing strategy. Second, as an agent of art customers form a positive relation with corporations and can feel emotional values and enjoy culture through cultural marketing contents, which are shown by department store and brand. Third, we can expect that artists, culture and art foundations form the best partnership by creative activities with department store and brand and cultural marketing activities make a great contribution towards society. |
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| 키워드 |
| 윈도우 디스플레이;문화마케팅;백화점;브랜드 아이덴티티;감성기호;Window display;Culture marketing;Department store;Brand identity;Sensibility taste; |
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한국실내디자인학회논문집 / v.17, no.2, 2008년, pp.140-149
한국실내디자인학회
ISSN : 1229-7992
UCI : G100:I100-KOI(KISTI1.1003/JNL.JAKO200818259610603)
언어 : 한국어 |
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| 논문 제공 : KISTI 한국과학기술정보연구원 |
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