Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on the mobile application of Fashion Brands

  • Received : 2010.10.01
  • Accepted : 2010.12.13
  • Published : 2010.12.30
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Abstract

The purpose of this study is 1) to investigate the contents of fashion brand applications and what differences and 2) to scrutinize the reviews of the applications uploaded on the app store in order to suggest strategies on how to apply them to fashion. For the study, twenty-nine free applications from different categories of the fashion brands and three hundred sixty-two reviews of these applications were investigated. The analysis of the study was conducted from June 20th to November 10th of 2010. The results showed that there are four important components for fashion brand applications: conventional information (product information and store information), the purchasing function, the fun element (social networking, blogging, music etc), and the augmented reality technique. These components are formulated based on the brand's marketing strategies. In order to know whether or not these components were successfully composed, user reviews were studied, which revealed that many users were satisfied, but the applications were insufficient to meet all of their needs.

Keywords

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