맨해튼의 비주얼 마케팅

심낙훈

저자심낙훈은호서대학교교수

Section01RetailMarketing리테일마케팅

Chapter01스토어
Abercrombie&Fitch/AlessiSoho/AmericanGirlPlace/AmericanRag/Apple/
BrooksBrothers/Burberry/CAMPER/Coach/ColeHaan/ColumbiaUniversity/
Crate&Barrel/DisneyStore/F.A.O.Schwarz/GAP/HarleyDavidson/LaundryIndustry/Levi’s/Longchamp
Louisvuitton/NikeTownOldNavy/PearlPaint/PoloRalphLauren/Prada/SonyPlaza/SWATCH/Tiffany
Uniqlo/UrbanOutfitter/VictoriaSecret/KatePaperies/PaperAccess/SamFlax/popupStore
Record&compactDiscs/그림파는아저씨

Chapter02백화점
BarneysNewYork/BergdorfGoodman/Bloomingdale’s/Lord&Taylor/Macy’s/SaksFifthAvenue/SearsRoebuck

Chapter03할인점
BestBuy/Toys‘R’Us/Century21/HomeDepot/Ikea/Jack’sStore/Target

Chapter04쇼핑몰
AmericanaMall/RooseveltField

Chapter05식품
BridgeMarket/ChelseaMarket/Dean&Deluca/Deli(Delicatessen)/GardenofEden/GrandCentralTerminal/Hershey’s/Mcdonald/Murray’s/Pretzel&Bagel/Starbucks

Chapter06서점
Barns&Noble/Borders/Rizzoli/Strand/St.MarksBookshop

TASCHEN

Chapter01박물관
AmericanMuseumofNaturalHistory/MadameTussaud’sWaxMuseum/MetropolitanMuseumofArt/MuseumofSex

Chapter02미술관
Cooper-Hewitt,NationalDesignMuseum/Guggenheim/InternationalCenterofPhotography/MoMA(MuseumofModernArt)

Chapter03건축
BrooklynBridge/ChryslerBuilding/EmpireStateBuilding/FlatironBuilding/FrauncesTavern/GrandCentralTerminal
JacobJavitConventionCenter/NewYorkPublicLibrary/RockefellerCenter/SaintPatrick’sCathedral/TimeWarnerCenter/TrinityChurch/TrumpTower

Chapter04거리
BroadWay/ChinaTown/Eastvillage/FashionAvenue/FIT/GreenwichVillage/KoreaTown/Nolita/Seaport
Soho(SouthofHouston)/TimesSquare/WallStreet/WilliamsBurg

Chapter05공원
BatteryPark/BowlingGreen/BryantPark/WashingtonSquire/CentralPark/UnionSquirePark

Chapter06이벤트
Christmas/ThanksgivingDay/GayParade/HalloweenDay/IndependenceDay/StreetEvent

Chapter07롱아일랜드
PortWashington/Library/마을축제/SunSetPark/PostOffice/InternationalDay/KingKullen/ColdSpringHarbor
RoadShop/SouthHamptons/Hildreth’s/SagHarbor/TengerMall/Montauk

뉴욕의명물12
Subway/ILOVENEWYORK/NEWYORKER/TheStarsandStripes,aStar-SpangledBanner/YellowCab
FleaMarket/NYPD(NewYorkPoliceDepartment)/Bicycle/Dog/쓰레기통/WaterTanks/Vendor

StreetGraphic스트리트그래픽
Sign,Advertising,WallPainting,Graffiti,Fence

그리고
시계/문/스트리트퍼니처/환경조형물/무대/구두닦이/공작소/상품/소품/디테일

맨해튼은모든것이볼거리이다.
그중에서도마주치는빈도가잦고,비주얼이강한분야들을추려
비주얼마케팅이라는스크린을통해맨해튼을즐겨본다.

맨해튼은최상의비주얼을창출해내고그것을효율적으로활용하는곳이다.성공적인마케팅을위한리서치의핵심대상은소비자의라이프스타일이며그것은다름아닌사람사는모습이다.그러므로일상을통하여눈에보이는모든것이마케팅의재료라는인식을가질필요가있다.따라서센트럴파크나매트로폴리탄박물관은마케팅과무슨연관이있을까?하는의구심을갖기에앞서보이는그대로즐기며체험해보는것이다.왜냐하면사람을즐겁게하는모든것이마케팅의재료이기때문이다.
또한고객을모으는데는엠파이어스테이트빌딩이폴로의쇼윈도를훨씬능가한다.대체어떤요소가그렇게만드는것일까?어찌되었건그만큼마케팅재료는소매업보다크고많다고볼수있다.맨해튼에는아직찾아내지못한재료들이무진장이며시간이갈수록점점쌓여가는매우흥미로운곳이다.재료를찾아내는방법은맨해튼을있는그대로즐겨보는것이다.재료의속성은가공하기에따라그가치가달라지며그가치를캐내는것은각자의역량으로돌릴수밖에없다.
비주얼마케팅은글자그대로눈에보이는마케팅이다.물론개인별로받아들이는정보의양과질의정도가차이는있겠으나가장원초적인소구형태이기때문에누구나쉽게받아들일수있고,사리또한굳이따질필요도없다.모아놓은재료들을가공하여맛을내는것이비주얼마케팅이다.재료는골라쓸정도로많으면좋고,맛은재료를얼마나유용하게활용하는가에달려있다.