| Abstract |
| As the recent introduction of the five-day work, the number of consumers visiting aesthetic shops has been increased with the expansion of leisure time and the growing interest in self-management. The initial type of most aesthetic shops was the high-price type which cannot be easily accessed by the public. Such high-price typed aesthetic shops lost their foundation due to financial hardship, such as IMF crisis in Korea, and instead aesthetic franchise businesses providing middle priced services have been emerged. Recently, consumers prefer more systematic management of franchise type and large-scale businesses have been entering the start-up market, which makes the market more systematic and commercialized.
Aesthetic industry has been constantly developed because of rapid growth of franchise business, transformation of large international brands into distributors, diversification of advertising routes due to emergence of social commerce, and constant advance of medical aesthetic.
Now, franchised aesthetic brands have experienced new take-off stage through the promotion of premium-class service integrated with spa service beyond popularization of brands. With the diversification of marketing strategy, many franchise businesses are making efforts to cope with the demand of customers. Many aesthetic brands have been created due to the success of franchise businesses, but it is considered that it is difficult to provide a differentiated service if only focusing on young customers and middle-priced programs.
This study examined the development of brand system for new trend of domestic aesthetic business, based on the spa brand of BeauPeopleClub, a good franchise brand selected by the Small & Medium Business Administration. This study intended to develop a luxurious, expensive brand, which can promote the entry to a new market and establish the level of brand recognition, targeting the thirties through the fifties. It established its theoretical structure, based on the examination of the precedent studies, literatures, webzine, and other materials, and analyzed similarity and difference through the comparison with other competitors. As a preliminary research, it derived brand direction sand concepts and also conducted the design draft. Also, it verified the validity of hypothesis with Likert Scale and significance percentage through this research.
As a result of the analysis, it was found as follows; first, the logo types containing blue or gold color which conveys exclusivity, beauty of curve and neat feeling are preferred as the image reminding spa-typed aesthetic brands: second, for the customers with high frequency of using aesthetic shops, a brand image is considered as important.
That is, it can be said that only thorough organization and management of brand identity, establishment of concepts and convergence of each element can create a synergy effect for the development of unique and original brand. Development of differential design system for aesthetic brands will contribute to the securing of market competitiveness, such as the securing of various classes of customers, the formation of reliable brand power, efficient marketing effect, etc. |
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| Key Words |
| 프랜차이즈 에스테틱 브랜드, 디자인시스템, 디자인 개발 프로세스, Franchise Esthetic Brand, Design System, Design Development Process |
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