VMD 관점에서 스포츠 브랜드 플래그십 스토어의 감각적 체험 마케팅에 관한 연구

초록

Considering the influence of sports that is recently exerting a profound impact throughout the lifestyle, this study aims to examine characteristics and elements of sports brand flagship stores from a sensory experience marketing perspective. Detailed contents of this study are as follows. First, this study examines concepts and characteristics of VMD and sensory experience marketing. Second, this study considers examples of sports brand flagship stores from the perspective of the sense of sight, hearing and touch that are related to this study in sensory experience marketing. Third, this study draws characteristics and elements of examples of sensory experience marketing from the perspective of functional, decorative and informational classification of VMD. Results of this study are First, functional element enabled customers to find product they want more easily in visual experience by classifying corners according to the games of sports. Tactile element enabled customers to sympathize the feeling of participating in a basketball game by making them experience shoes products on the floor same as basketball court. Second, decorative element was showing a dynamic atmosphere suited to the sports store through mannequins or a display in visual experience. Especially in tactile experience, props were used to emphasize lightness and softness of products, and to make customers imagine relevant images. Dynamic and active atmosphere were produced by fast-beat music to raise informational immersion of products. Third, informational element delivered product information to customers in visual and auditory experience by utilizing a screen that images appear. Like this, various elements of VMD are being used in sports flagship stores, and sensory experience marketing maximizes their effect.

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