유통시장의 플래그십 스토어 트렌드: 현황을 통한 고찰

Title
유통시장의 플래그십 스토어 트렌드: 현황을 통한 고찰
Other Titles
Flagship Store Trends in the Retail Market: Exploring the Characteristics
Author(s)
박경애
Keywords
flagship store; fashion flagship; retail trend
Issue Date
201112
Publisher
한국의류산업학회
Citation
한국의류산업학회지, v.13, no.6, pp.917 - 925
Abstract
Flagship store opening is one of the most frequently reported retail news in which it is widely used to promote a new store opening. The purpose of this study was to explore the flagship stores on media reports. Flagship store cases were collected from the news article database of the largest internet portal in Korea. A total of 210 cases were collected and content-analyzed. Though various business types of flagship stores were observed, most were in fashion. The most common characteristic of the flagship cases was the location of the prime sites in a metropolitan city. Global luxury and designer fashion brands met most characteristics, but many flagship stores were not more than a brand-owned store. The flagship store term is emphasized with dramatic expressions and various promotional events for media interests and in turn for marketing communication effect.
URI
http://hdl.handle.net/YU.REPOSITORY/24049
ISSN
1229-2060
Appears in Collections:
생활과학대학 > 의류패션학과 > Articles
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