중저가 화장품 브랜드샵의 공간특성 및 사용자 인식에 관한 연구

Abstract

현대시대는 화장품 브랜드샵의 전성시대로서, 특히 중저가 화장품 브랜드에 대한 가치와 인식이 달라지고 있고 이에 따른 소비가 급격하게 증가하고 있다. 또한 최근 한류의 영향에 힘입어 전 세계적으로 파급력을 끼치고 있는 중저가 화장품 시장은 현재 우리나라에서 가장 민감하고 영향력 있는 소비층인 20~30대 젊은 여성을 대상으로 하여 투가 가치가 높은 신흥산업분야로 인식되고 있다. 최근 들어 기업들은 기업의 브랜드 인지디자인을 통하여 타사와 차별화된 이미지를 구축함과 동시에 소비자에게 공감을 얻을 수 있는 브랜드 이미지를 가지고자 이미지 마케팅에 힘쓰고 있다. 특히 중저가 화장품 시장은 실속구매를 지향하는 소비자들이 중저가 브랜드샵을 선호하게 되면서 시장규모가 지속적으로 증대되고 있으며, 프리미엄 화장품 시장에 비해 다양한 컨셉과 마케팅이 적용될 수 있다. 결과적으로 다양화된 중저가 화장품 시장은 브랜드 컨셉과 브랜드 이미지가 주요 판매 전략으로 활용되어 소비자에게 상품가치를 보다 효과적으로 부각시킬 수 있는 공간계획 전략이 요구된다.

따라서 본 연구는 중저가 화장품 브랜드샵을 중심으로 브랜드를 소비자에게 효과적으로 인식시키기 위하여 브랜드샵의 공간특성을 분석하고, 사용자 측면에서 공간특성에 대한 각 브랜드샵의 인식도 및 요구도를 파악함으로서 브랜드샵의 브랜드 아이덴티티 연구자료를 제공하고자 한다.

본 연구는 사례조사와 설문조사를 병행하였으며, 조사대상으로는 2011년 출하가를 기준으로 업체순위와 고객의 선호도, 매장의 규모를 고려한 총 6개의 중저가 화장품 브랜드의 18곳을 선정하여 선행연구와 문헌조사를 통해 구분된 외부환경, 내부환경을 중심으로 사례조사하였다. 또한 설문조사는 화장품 브랜드샵 6개의 브랜드를 모두 사용해 본 경험이 있는 20-40대 여성 176명을 대상으로 웹서베이를 통하여 조사하였고, 수집된 자료는 결과분석을 위해 SPSS for Win 18.0 통계프로그램을 통하여 빈도, 백분율, 평균, t-test, One-Way ANOVA를 사용하여 분석하였다.

본 연구의 연구결과를 요약하면 다음과 같다.

중저가 화장품 브랜드샵의 브랜드 컨셉은 내부환경보다 외부환경에서 더 많이 나타나고 있었고, 특히 파사드나 사인 등에서 브랜드의 컨셉이나 로고가 직·간접적으로 나타나고 있었다. 또한 중저가 화장품 브랜드샵의 내부환경을 살펴보면 동선은 소규모의 매장에서 주로 쓰이는 ㄷ자형 동선을 가장 많이 나타났고, 카운터의 배치유형은 내부형 카운터가 가장 많이 나타났다. 그러나 설문조사 결과 59.7%가 입구형 카운터를 선호하고 있어 현황과 일치하지 않았다.

브랜드샵에서 브랜드를 알아볼 수 있는 효과적인 공간요소를 살펴보면 색채가 40.9%, 실내이미지가 30.1%로 나타났고, 브랜드샵에서 가장 중요하게 고려되어야 할 공간요소를 묻는 항목에는 실내이미지가 가장 높은 34.1%, 동선이 32.4%, 색채가 11.9%의 순으로 나타났다. 또한 브랜드 인식에 영향을 준 브랜드샵의 공간요소에서도 1순위로 실내이미지가 나타나, 이를 통하여 색채와 실내이미지는 브랜드샵의 인식에 효과적인 공간요소임을 알 수 있다.

브랜드샵의 색채이미지를 살펴보면 6개의 브랜드 중에 C사, E사를 제외한 4개의 브랜드는 브랜드샵간의 색채이미지가 유사하게 나타나고, C사는 C-2, E사는 E-2가 동일브랜드의 타 브랜드샵과 상이한 색채이미지로 나타났다.

설문조사 응답자의 브랜드 컨셉과 브랜드샵 인식관계를 살펴보면 연령이 높을수록 주로 깔끔하고 모던한 브랜드샵(미샤,더페이스샵)을 선호하고 연령이 낮을수록 개성이 뚜렷한 브랜드 컨셉을 가지고 있는 브랜드샵(스킨푸드,에뛰드하우스.이니스프리)을 선호하는 것을 알 수 있다. 이와 같이 자주 찾는 브랜드샵을 묻는 항목에서 30대 이상의 주부는 미샤를 1순위로 주로 찾고, 젊은 층은 이니스프리를 주로 찾는 것으로 나타났다.

중저가 화장품 브랜드샵의 실내이미지 인식도를 살펴보면 사례조사결과와 일부 일치하게 나타났다. 개성이 뚜렷한 브랜드 컨셉과 색채를 가지고 있는 스킨푸드, 에뛰드하우스, 이니스프리의 경우 사례조사의 색채이미지와 설문조사의 실내이미지 인식도가 일치하게 나타났다.

중저가 화장품 브랜드샵의 실내이미지 요구도를 살펴보면 스킨푸드를 제외한 모든 브랜드샵에서 1순위로 우아하고 고급스러운 이미지가 필요하다고 나타났다. 제품의 특성상 중저가 화장품 브랜드샵 이미지와 연계되기 힘들지만 고급스러운 실내이미지를 구현하기 위한 디자인적 요소연구가 필요한 것으로 판단된다.

본 연구에서는 중저가 화장품 브랜드샵의 공간특성에 관한 사례연구와 함께 브랜드별로 사용자 인식도 및 요구도를 파악할 수 있었다. 그러나 면적, 조명 등 다양한 실내공간요소에 따른 공간특성을 조사하여 보다 세부적인 실내디자인에 관한 후속연구가 필요하다고 사료되며, 또한 6개 이외의 브랜드에 대한 공간특성 분석연구도 필요할 것으로 판단된다.| Contemporary times are the golden age for cosmetic brand shops. The sales curve of low and middle priced cosmetic brands has shown a very fast rise in sales, especially based on the customers’ changed perception on such brands. Partially affected by the Korean Wave in recent years, the low and middle priced Korean cosmetic brands have impacted on such a cosmetics market. They are recognized as an emerging segment with high investment value, targeting young women in their twenties and thirties who are the most sensitive and influential in the national cosmetics market. Corporations have recently strived to enhance their image marketing to establish a differentiated image from their rivals and build a brand image to win the sympathy of consumers through a brand recognition design. The low and middle priced cosmetics market, in particular, has continued to expand in size as consumers orient themselves toward solid purchases and accordingly prefer to shop at low and middle priced cosmetic brand shops. The low and middle priced cosmetics market can apply more diverse concepts and marketing ideas than the premium cosmetics market. As a result, the diversified low and middle priced market uses brand concepts and images as its major sales strategies and requires space planning strategies to effectively highlight product value to consumers. This study thus aims to analyze the space characteristics of low and middle priced cosmetic brand shops in order to effectively recognize those brands, and to provide data for store identity research in brand shop by examining the perceptions and needs of each brand shop for space characteristics from the perspective of customers.

The study consisted of case study and survey. Examined in the case study were total 18 shops of six low and middle priced cosmetic brands based on the rank according to the retail pricein 2011, customer preference, and size of store with a focus on the external and internal environments identified in the preliminary and literature study. As for survey, total 176 women in their twenties, thirties or forties who had an experience of using all of the six cosmetic brands participated in a web survey. Collected data were put to frequency, percentage, mean, t-test, and One-way ANOVA for analysis with the SPSS for Win. 18.0 statistical program.

The research findings can be summarized as follows.

The brand concepts of low and middle priced cosmetic brand shops appeared more in the external environments than in the internal ones. The brand concepts or logos especially made a direct or indirect appearance in the facade or sign. As for the internal environments of low and middle priced cosmetic brand shops, the ㄷ-shaped circulation was the most popular which was usually found in a small store. As for the counter arrangement, the internal counter was the most popular. However, the survey results show that 59.7% of the respondents preferred the entry counter, which was not in line with the current situation.

As for effective space elements to recognize a brand at a brand shop, colors and interior image accounted for 40.9% and 30.1%, respectively. The respondents mentioned interior image(34.1%) as the most important space element to consider at a brand shop with path of action(32.4%) and colors(11.9%) following in the order. Moreover, interior image was the No. 1 space element to influence brand perception at a brand shop. Those findings clearly indicate that colors and interior image are effective space elements for the perception of a brand shop.

As for the color image of a brand shop, four of the six brand with the exception of C and E displayed a similar color image. C-2 of C and E-2 of E exhibited a different color image from the other brand shops.

As for connections between brand concept and respondents' perception of brand shop, the older they were, the more they preferred a neat and modern brand shop(Missha and The Face Shop). The younger they were, the more they preferred a brand shop with a distinctive brand concept(Skin Food, Etude House and Innisfree). On an item asking about a brand shop they frequented, housewives aged 30 or older usually visited Missha, while the younger respondents Innisfree.

The respondents' perceptions of interior image of low and middle priced cosmetic brand shops partially matched the case study results. There was a match between the color image of the case study and the interior image perception of the survey in Skin Food, Etude House, and Innisfree that had a distinctive brand concept and color.

As for interior image needs for low and middle priced cosmetic brand shops, an elegant and high-grade image was the No. 1 interior image need for all the brand shops except for Skin Food. Given the nature of their products, low and middle priced cosmetic brand shops have a difficult time to be related with a high-grade interior image and accordingly require research efforts on design elements to realize such an image.

The study presented the results of case study as to the space characteristics of low and middle priced cosmetic brand shops and the users' perceptions and needs of each brand. Follow-up study needs to address more detailed interior design by investigating space characteristics according to a variety of interior space elements such as area and lighting, and analyze the space characteristics of other brands in addition to the six ones covered in the study.; Contemporary times are the golden age for cosmetic brand shops. The sales curve of low and middle priced cosmetic brands has shown a very fast rise in sales, especially based on the customers’ changed perception on such brands. Partially affected by the Korean Wave in recent years, the low and middle priced Korean cosmetic brands have impacted on such a cosmetics market. They are recognized as an emerging segment with high investment value, targeting young women in their twenties and thirties who are the most sensitive and influential in the national cosmetics market. Corporations have recently strived to enhance their image marketing to establish a differentiated image from their rivals and build a brand image to win the sympathy of consumers through a brand recognition design. The low and middle priced cosmetics market, in particular, has continued to expand in size as consumers orient themselves toward solid purchases and accordingly prefer to shop at low and middle priced cosmetic brand shops. The low and middle priced cosmetics market can apply more diverse concepts and marketing ideas than the premium cosmetics market. As a result, the diversified low and middle priced market uses brand concepts and images as its major sales strategies and requires space planning strategies to effectively highlight product value to consumers. This study thus aims to analyze the space characteristics of low and middle priced cosmetic brand shops in order to effectively recognize those brands, and to provide data for store identity research in brand shop by examining the perceptions and needs of each brand shop for space characteristics from the perspective of customers.

The study consisted of case study and survey. Examined in the case study were total 18 shops of six low and middle priced cosmetic brands based on the rank according to the retail pricein 2011, customer preference, and size of store with a focus on the external and internal environments identified in the preliminary and literature study. As for survey, total 176 women in their twenties, thirties or forties who had an experience of using all of the six cosmetic brands participated in a web survey. Collected data were put to frequency, percentage, mean, t-test, and One-way ANOVA for analysis with the SPSS for Win. 18.0 statistical program.

The research findings can be summarized as follows.

The brand concepts of low and middle priced cosmetic brand shops appeared more in the external environments than in the internal ones. The brand concepts or logos especially made a direct or indirect appearance in the facade or sign. As for the internal environments of low and middle priced cosmetic brand shops, the ㄷ-shaped circulation was the most popular which was usually found in a small store. As for the counter arrangement, the internal counter was the most popular. However, the survey results show that 59.7% of the respondents preferred the entry counter, which was not in line with the current situation.

As for effective space elements to recognize a brand at a brand shop, colors and interior image accounted for 40.9% and 30.1%, respectively. The respondents mentioned interior image(34.1%) as the most important space element to consider at a brand shop with path of action(32.4%) and colors(11.9%) following in the order. Moreover, interior image was the No. 1 space element to influence brand perception at a brand shop. Those findings clearly indicate that colors and interior image are effective space elements for the perception of a brand shop.

As for the color image of a brand shop, four of the six brand with the exception of C and E displayed a similar color image. C-2 of C and E-2 of E exhibited a different color image from the other brand shops.

As for connections between brand concept and respondents' perception of brand shop, the older they were, the more they preferred a neat and modern brand shop(Missha and The Face Shop). The younger they were, the more they preferred a brand shop with a distinctive brand concept(Skin Food, Etude House and Innisfree). On an item asking about a brand shop they frequented, housewives aged 30 or older usually visited Missha, while the younger respondents Innisfree.

The respondents' perceptions of interior image of low and middle priced cosmetic brand shops partially matched the case study results. There was a match between the color image of the case study and the interior image perception of the survey in Skin Food, Etude House, and Innisfree that had a distinctive brand concept and color.

As for interior image needs for low and middle priced cosmetic brand shops, an elegant and high-grade image was the No. 1 interior image need for all the brand shops except for Skin Food. Given the nature of their products, low and middle priced cosmetic brand shops have a difficult time to be related with a high-grade interior image and accordingly require research efforts on design elements to realize such an image.

The study presented the results of case study as to the space characteristics of low and middle priced cosmetic brand shops and the users' perceptions and needs of each brand. Follow-up study needs to address more detailed interior design by investigating space characteristics according to a variety of interior space elements such as area and lighting, and analyze the space characteristics of other brands in addition to the six ones covered in the study.