에르메스의 브랜드아이덴티티 관점에서 화예디자인 연구

A Study on Floral Art and Design in Hermes Brand Identity

Many new flower shops are open nowadays in the horticultural industry in Korea and this has created a saturated market. In the affluent southern parts of Seoul, the market is already saturated because one can build strong business with little capital and minimum experience. If flower shop owners cooperate with only one luxury brand, they can build up the identity of the flower shop but in reality this phenomenon creates an overflow of similar designs and efforts to promote their products. This paper is based on the application of floral & art design within emotion marketing and the study of examples of floral & art design and the satisfaction between luxury brands and customers. The research process is a case study of floral products and applications and it investigates tendency of preference depending on area, age, sex, and income level within the survey. Through the case study, this research shows people are satisfied with the current floral products. This high level of satisfaction makes it possible to maximize gratification. Also, this research shows how florists approach and create floral art design which matches the brand identity, based on the survey which shows the process of discovering floral design images corresponding to each individual brand. Unusual designs and various items build high levels of satisfaction. Based on this research, we can expect expansion and development in Korea’s horticultural industries. In the future, constant new art designs and various types of floral presentation are necessary with along with continuous research and development planning.