복식문화연구 27권 4호 (p.368-383)

|[Original Article]|
A case study on the experiential marketing of toddler and children’s wear in Korea

국내 유아동복 브랜드의 체험 마케팅 사례 연구
키워드 :
experiential marketing,체험 마케팅,toddler’s wear,유아복,children’s wear,아동복

목차

Abstract
I. Introduction
Ⅱ. Background
1. Market trend of toddler and children’s wear in Korea
2. Experiential marketing of Bernd H. Schmitt
Ⅲ. Methods
Ⅳ. Case Study on Experiential Marketing
Ⅴ. Results and Discussion
1. Comprehensive evaluation
2. Evaluation by brand
3. Characteristics of experience marketing from the case
Ⅵ. Conclusion
References

초록

Despite the declining birth rate and consequent lower children population in Korea in recent years, there has nevertheless been found to be a positive trend in relation to the purchase of toddler and children’s wear. This has led toddler and children’s wear to pursue sales and marketing strategies. There is especially a growing number of experiential marketing that provide an empirical element, which stimulate consumers’ emotions, and also create a relationship with a brand. Therefore, this research aims to serve as practical data for the planning and implementation of experiential marketing strategies through the analysis of experiential marketing cases conducted by brands of toddler and children’s wear. The study examines the status of the Korean toddler and children’s fashion market between 2009 and 2018. The domestic brands of toddler and children’s wear were analyzed with the application of Bernd H. Schmitt’s five experiential modules. The analysis results first showed that of the five modules, ‘feel’ held the highest proportion, followed by ‘think’ and ‘act’, and lastly ‘sense’ and ‘relate’. Second, the experiential marketing stimulated more than three of the five senses. Third, experiential marketing that provided educational experiences to children was conducted. Fourth, an experience was provided for parents and children to enjoy together. Finally, product promotion and purchase were naturally linked. The study’s results have confirmed that toddler and children’s wear brands implement experiential marketing strategies, which convey the emotional and cultural experiences shared by parents and children in various ways.