ScholarWorks@경상국립대학교

초록

Simmons implemented pop-up store marketing to overcome the shortcomings of the long bed replacement cycle, expand the brand experience, and increase contact with the MZ generation in celebration of its 150th anniversary. The purpose of this study is to express Simmons’unique differentiated value by analyzing Simmons pop-up store space branding characteristics to expand the brand experience. As for the research method, three space branding programs were qualitatively analyzed, including form-based, behavior-based relationship, and meaning-based value programs. Based on the analysis, the characteristics of space branding are quantitatively assessed using a Likert scale and visualized in a diagram. Research results are as follows: First, Simmons’ shape-based program analysis shows that the brand selects areas that lack correlation with beds. Based on the characteristics of respective areas, Simmons provides a new brand experience, breaking away from sameness with competing brands and differentiating itself from others through content that overturns consumers' fixed ideas. Second, an analysis of Simmons’ behavior-based relationship program reveals that the brand encourages voluntary participation regardless of the size of the pop-up store area to communicate with consumers continuously and provides unique storytelling to stimulate consumers’sensibility and interest. Third, the meaning-based value program shows that the brand provides social and economic messages by creating a virtuous cycle of revitalizing commercial districts through collaboration and product sales with local brands to the effect of connecting regions and people. Fourth, a quantitative assessment of Simmons’space branding characteristics reveals that the brand allows consumers to expand their brand experience through various brand contact points, reflecting Simmons’unique, differentiated characteristics that exclude fixed ideas.

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