• The Journal of the Convergence on Culture Technology
• /
• v.9 no.1
• /
• pp.361-372
• /
• 2023

In this study, three luxury fashion start-up platforms, Balaan, Trenbe, and Must-it, were selected as research subjects. The purpose of this study is to compare and analyze the marketing mix strategies of each of the three online sites. The results of our study are as follows. First of all, the product strategies of the three luxury platform companies are characterized by the composition of products from high-end brands to SPA brands, and product composition such as kids, home living, Used goods and art in addition to women's and men's wear. In addition, the pricing strategies of luxury platforms show price differences depending on the luxury platform even for the same product. It is shown as a structure that directly determines margin. Therefore, in order to secure an edge in price competitiveness, each platform provided discount coupons and savings that are not available in offline stores such as department stores, providing opportunities to purchase luxury goods at a lower price than offline stores.Lastly, the sales promotion strategies of the three luxury platform companies was used include price discount promotions such as price discounts, discount coupons, and regular sales, and value-added sales such as membership registration/review points, events, product information, delivery services, social contribution activities, and SNS utilization.

• The Journal of the Convergence on Culture Technology
• /
• v.7 no.3
• /
• pp.365-374
• /
• 2021

Recently, the high growth rate and advantages of the crowdfunding market have also led to increased participation of brands and companies, and this also applies to fashion business. Risk has been noted to be a key factor in consumer behavior in crowdfunding. With the high-risk context of crowdfunding where supporters inevitably bear to pay full amount of price before receiving the actual products. Factors enhancing or inhibiting perceived risk of crowdfunding need to be explored. The past literature on perceived risk and consumer attitudes in crowdfunding has expanded, but it has rarely covered the context of experience goods such as fashion products. In addition, the platform characteristics in relation to perceived risk should be addressed. The current study attempts to address the effect of the perceived amount of information offered in a fashion crowdfunding project on perceived risk and the intention to participate in the project. For the experiment of this study, a fictitious crowdfunding page for fashion products was set as the stimuli. A total of 240 Korean participants were recruited and their responses were statistically analyzed using SPSS 24.0 software. In the results, the greater the amount of detailed information about the fashion crowdfunding project, the higher the intention to participate the project. The greater the amount of information provided, the lower the perceived risk of consumers. Moreover, the lowered perceived risk affected the intention of participate. Perceived risk has a partial mediation in the relationship between the amount of information and intention to participate. Theoretical and managerial implications are discussed.

• Fashion & Textile Research Journal
• /
• v.25 no.3
• /
• pp.291-303
• /
• 2023

The purpose of this study is to investigate the impact of technical acceptance factors of Chinese MZ generation consumers' use of online fashion platforms on behavioral intentions and usage behavior, and to determine whether satisfaction plays an additional role in the relationship between behavioral intentions and usage behavior. The research results can be summarized as follows. First, among the technology acceptance factors that influence Generation MZ consumers when they use online fashion platforms, it was found that performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, price value, habit, and content quality significantly influence the behavioral intention to use online fashion platforms. Second, the facilitating conditions and the platform usage intention of Chinese Generation MZ consumers directly and significantly influence the usage behavior on online fashion platforms. In contrast, it was confirmed that habit does not significantly influence actual usage behavior. Third, this study confirmed the moderating effect of satisfaction on the relationship between behavioral intention and usage behavior on online fashion platforms. This research, which proposes a research model explaining the usage intention and behavior of online fashion platforms based on UTAUT2, integrating not only the organizational aspect but also the consumer aspect to empirically verify the usage intention and the final usage behavior from the general consumer's perspective, has academic significance.

• Journal of the Korea Society of Computer and Information
• /
• v.29 no.1
• /
• pp.31-40
• /
• 2024

In the realm of domestic online fashion platform industry the manual registration of product information by individual business owners leads to inconvenience and reliability issues, especially when dealing with simultaneous registrations of numerous product groups. Moreover, bias is significantly heightened due to the low quality of product images and an imbalance in data quantity. Therefore, this study proposes a ResNet50 model aimed at minimizing data bias through oversampling techniques and conducting multiple classifications for 13 fashion categories. Transfer learning is employed to optimize resource utilization and reduce prolonged learning times. The results indicate improved discrimination of up to 33.4% for data augmentation in classes with insufficient data compared to the basic convolution neural network (CNN) model. The reliability of all outcomes is underscored by precision and affirmed by the recall curve. This study is suggested to advance the development of the domestic online fashion platform industry to a higher echelon.

• The Journal of the Convergence on Culture Technology
• /
• v.7 no.1
• /
• pp.75-81
• /
• 2021

With the development of advanced information and communication technology, Generation Z, familiar with digital culture, is drawing keen attention as a major consumer of the fashion industry. In this study, casual wear for Generation Z, who is proficient in digital devices and prefers information acquisition and lifestyle over the Internet, was designed using 3D virtual simulation and developed into four looks: Gulish, Sportive, Easy and Contemporary. The use of simulation of 3D virtual clothing in costume design can build digitalization of future fashion industry through convergence with digital fashion design planning and production process in fandemic environment and strengthen online platform distribution. In a business environment that continues to innovate to enhance work efficiency by introducing an Untouch fashion production system, the use of 3D virtual clothing technology can increase the efficiency of sustainable management through 3D sample production, online fitting, modification, and final critic processes to reduce the time and cost of human and physical resources and review.

• The Journal of the Convergence on Culture Technology
• /
• v.9 no.3
• /
• pp.557-567
• /
• 2023

The rapidly evolving social platform marketing landscape has led businesses to increasingly rely on social platform influencers for brand and service promotion. Despite growing interest in these influencers, there remains a dearth of empirical research examining the impact of their characteristics on consumer attachment and brand loyalty. This study, therefore, investigates the relationships between social platform influencer characteristics, consumer attachment, and brand loyalty. An online survey targeting Chinese consumers was conducted, and a total of 360 responses were analyzed using SPSS and AMOS software. The findings reveal that among the various social platform influencer characteristics, reliability, professionalism, and intimacy significantly influence consumer attachment. Furthermore, it was confirmed that higher attachment to a social platform influencer leads to increased brand loyalty.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.45 no.4
• /
• pp.685-702
• /
• 2021

This study aims to discover how the perceived attributes of luxury fashion platforms affect consumer trust and satisfaction as well as online word-of-mouth intention. Based on a literature review, this study derived four dimensions of perceived attributes: brand assortment size, exclusivity, convenience, and personalization. The paper presents findings from an online survey targeting 359 consumers in their 20s to 30s who had recent experience with luxury fashion platforms. Based on the collected data, a structural model equation analysis was performed using AMOS 22.0 and SPSS 26.0. The findings illustrated that brand assortment size, exclusivity, and personalization had positive effects on consumers' platform trust. In addition, brand assortment size and convenience had a positive impact on satisfaction. Overall, the findings of the study illustrate that perceived attributes of luxury fashion platforms have a significant impact on consumers' platform trust and satisfaction and online word-of-mouth intentions. This study reveals that consumers' trend orientation moderates the effects of consumer attitude and behavioral intention. The academic practice of this study has laid the foundation for understanding mechanisms of marketing strategies by providing the characteristics of platforms in the luxury fashion industry.

• Journal of the Korea Convergence Society
• /
• v.12 no.8
• /
• pp.23-30
• /
• 2021

Various customizing services are also being introduced in the fashion industry in line with the diversification of consumer tastes and the demand for small production of multiple varieties. However, barriers to entry are high for consumers who are not customized, and various functions are rather complicated. This study selected the three platforms that provide the most similar services to Marple, the No. 1 fashion platform sales, as comparative models and used them as a basic study for web-based fashion customization platform design through case analysis. As a research method, theoretical examinations were conducted through literature surveys, followed by web analysis based on layout, menu, color, icon, and interaction. The study found that the placement of options, the composition of menu windows, the number of point colors, and the use of icons without functions of metaphores hindered the use of customizing platforms. This work proposes a solution, and aims to contribute to increasing the usability of future customizing web by comprehensively analyzing the visual shaping elements of web platform design.

• Fashion & Textile Research Journal
• /
• v.24 no.4
• /
• pp.386-398
• /
• 2022

This study was conducted to corroborate the factors that influence consumer characteristics and technology acceptance on online luxury platforms, which are rapidly emerging as distribution channels for luxury brands. To this end, the relationship between the degree of technology acceptance and behavioral intention of fashion consumers on online luxury platforms and the effect on specific factors such as age and gender was investigated to see if there was a difference in behavior and use behavior. A survey was conducted on Korean consumers between the age of 20 and 40 who have used online luxury platforms and then, a statistical analysis was conducted. As a result of the study, performance expectancy and facilitating conditions, hedonic motivation, price value, and habit were found to have a significant effect on platform behavioral intention, but effort expectancy and social influence did not have a significant effect. Additionally, both facilitating conditions and habit were found to have a directly significant effect on the platform use behavior, and it was confirmed that the platform behavior intention also had a significant effect on the use behavior. As a result of confirming the moderating effect of gender and age, there was no difference based on gender, but only the relationship between price value and behavioral intention was found to have a moderating effect. It is hoped that domestic online luxury platforms will grow into channels with distinct characteristics and continue to develop in the luxury market by utilizing specific affect factors of this study.

• Journal of Digital Convergence
• /
• v.19 no.3
• /
• pp.319-329
• /
• 2021

This study aims to investigate Korean fashion-related research trends and knowledge structures on digital transformation through information-based approaches. Accordingly, we first identified the current status of the relevant research in Korean academic literature by year and journal; subsequently, we derived key research topics through network analysis, and then analyzed major research trends and knowledge structures by time. From 2010 to 2020, we collected 159 studies published on Korean academic platforms, cleansed data through Python 3.7, and measured centrality and network implementation through NodeXL 1.0.1. The results are as follows: first, related research has been actively conducted since 2016, mainly concentrated in clothing and art areas. Second, the online platform, AR/VR, appeared as the most frequently mentioned topic, and consumer psychological analysis, marketing strategy suggestion, and case analysis were used as the main research methods. Through clustering, major research contents for each sub-major of clothing were derived. Third, major subject by period was considered, which has, over time, changed from consumer-centered research to strategy suggestion, and design development research of platforms or services. This study contributes to enhancing insight into the fashion field on digital transformation, and can be used as a basic research to design research on related topics.