Z세대의 소비패턴과 플래그십 스토어의 체험적 특성 관계에 관한 연구 - COVID-19 이후 오픈한 플래그십 스토어 사례를 중심으로 -

Abstract

The purpose of this study is to understand the correlation between the consumption patterns of Generation Z and the experiential characteristics of the flagship store space after the COVID-19 pandemic. This study has implications in terms of examining the development strategies of offline stores to keep pace with consumers and trends in a rapidly changing consumer market. The research method is to establish criteria for the case study analysis based on items such as consumer characteristics of Generation Z and flagship store experience characteristics derived from the literature review. The selected research subjects—five flagship stores—are explored in the field, and the subjects are analyzed through cross-evaluation based on the previously derived case study criteria to form a comprehensive discussion. Through this research method, the study concluded that the main consumption patterns of Generation Z are well reflected in the flagship store space established after the COVID-19 pandemic. The consumption patterns of Generation Z and the “non-daily” items in the flagship stores show a deep correlation. Following the “non-daily”, Generation Z’s consumption patterns are highly correlated with the “symbolism” and “dynamic” of flagship stores. In such a conclusion, in order to meet the diverse consumer needs of Generation Z, the flagship store has developed the space experience into a personalization type while maintaining the non-daily experience, leading consumers to interact with the space on a deeper level. At the same time, flagship stores need to build a digital-friendly experience environment where consumers can participate more actively and become an important means of effectively communicating brand messages.