Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study of Convergence and Divergence Characteristics -Case Study of Fashion Market-

컨버전스와 디버전스 특성에 관한 연구 -패션마켓 사례를 중심으로-

  • Park, Yonjin (Dept. of Design & Craft, Graduate School, Hongik University) ;
  • Lee, Young Jae (Dept. of Jewelry & Fashion Design, Hanyang University)
  • 박연진 (홍익대학교 디자인 공예학과 의상학) ;
  • 이영재 (한양대학교 주얼리 패션디자인과)
  • Received : 2018.08.27
  • Accepted : 2018.11.20
  • Published : 2018.11.30
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Abstract

As sustainability of fashion brands is becoming more important in the prolonged depression, the fashion market is also seeking ways to create new value through convergence with various fields. In the fashion market, convergence marketing is engaged with diverse technologies combined with advanced technologies and strategies. This study established the conceptual characteristics of convergence and divergence from a market perspective. Convergence can be summarized as Borderless, Compounding, Diversification, Recombination and Affiliation. The conceptual characteristics of the divergence can be summarized as de-fusion, individualization, differentiation, specialization, and segmentation. The characteristics of convergence revealed through the case of fashion market include the expandability of the new category, the expandability of the consumer, the brand experience, and the expandability of time and space. Divergence is the differentiation of brand value, target customer, and product nature. Through this study, we could understand the differentiation of the fashion market and the direction of the marketing strategy by looking at the characteristic of the convergence marketing - oriented research that has the contrary conceptual characteristics from the extended viewpoint. Based on this, it is possible to see the changes and patterns of brand marketing strategies and techniques in recent fashion market. In the future, it is expected that the systematic study of the marketing strategy of the domestic fashion brand based on the convergence and change characteristics of the fashion market proposed in this study will continue.

Keywords

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Figure 1. Queenmama Market (www.mdesign.designhouse.co.kr)

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Figure 2. Stylenanda (www.fi.co.k)

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Figure 3. U-Rise (www.magazine.hankyung.com)

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Figure 4. Fila X Merona (www.asiae.co.kr)

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Figure 6. Beaker X Orion (www.m.blog.naver.com)

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Figure 5. Spao X Biggrea (www.asiae.co.kr)

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Figure 7. Eight Seconds X Nongsim (https://www.samsungfashion.com)

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Figure 8. Smart belt , Welt (www.news33.net)

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Figure 9. Smart bag, Couronne, Glimm (www.iotdanawa.com)

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Figure 10. VR Store (www.premium.chosun.com)

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Figure 11. Galleria Department Art Shipping Bag with Judith Van Den Hoek (www.dept.galleria.co.kr)

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Figure 13. Crocodile Moon Dance (www.fashionn.com)

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Figure 12. LF allegri Art Collaboration (http://www.womaneconomy.kr)

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Figure 14. Gentle Monster “BAT” (www.bosim.kr)

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Figure 15. The Cashmere (www.fashionbiz.co.kr)

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Figure 17. UNIT (m.polinews.co.kr)

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Figure 16. Della Lana (www.fashionbiz.co.kr)

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Figure 18. RE: CODE (blog.kolon.com)

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Figure 19. Sustainable Brand Nau Store (www.fashionbiz.co.kr)

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Figure 21. Addir (www.etoday.co.kr)

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Figure 20. UNCUT (news.donga.com)

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Figure 22. V Lounge (www.yonhapnews.co.kr)

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Figure 23. Fashion Market Status for Convergence and Divergence

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Figure 24. Convergence and Divergence Characteristics in Fashion Market

Table 1. Concept and Type of Convergence

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Table 2. Characteristics of Convergence vs. Divergence from Previous Research

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Table 3. Demand & Supply Point of View for Convergence vs. Divergence

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