| Summary: | 碩士 === 國立成功大學 === 創意產業設計研究所 === 102 === From the growing popularity of lifestyle shops, the emerging lifestyle pursues trends projecting the changes in consumption value in society. At present consumers are hunting for products and brands which fulfilling their desire to express their self-identities, demonstrating their taste and creativity. In lifestyle select shops, the selected products and style are mix and match. This in-store interaction creates a new brand value based on the various needs of the customers. This research analyzes how such lifestyle shops owners encode their brand concepts for the changing customers through in-store experience creation.
Core brand identity is always important. It carries the brand essence and directs the entire message to consumers to enhance brand awareness and accumulate brand value. Retail storeowners are the soul of the store brand. They create strong brand identity, which leads all market communication strategies. Communication is the linkage between the brand itself and the targeted market. A successful brand communication is executed by specific strategies and a full understanding of customer needs.
In the research findings, based on their characteristics, these owners, acting as lifestyle missionaries, are typologized into “creators” and “explorers”. They are inspiring, leading, and interacting with consumers differently. The analysis of the interview data shows that communication becomes very individualized and highly reliant on the sensibility and aesthetic perception of storeowners and staff. Brand communication of lifestyle retail now is transforming into a humanist style, which emphasizes emotion and intellectual interaction.
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