• 패션비즈니스
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• 제9권2호
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• pp.131-142
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• 2005

The purpose d this study was to examine situations of fashion jewelry brand industry and to find out the problems in Korean jewelry market. Based on literature review, this paper tried to define jewelry first, and to investigate recent the recent situations or status of fashion jewelry markets. The fashion jewelry brand markets were able to be classified into 2 categories such as off-line retailing and on-line retailing including internet shopping and home shopping. As the result, the most problem was the definition of the fashion jewelry. Also our fashion jewelry markets had some serious problems such as complex distribution structure or lack d technical experts. Based on these results, fashion jewelry marketing strategies would be suggested.

• 패션비즈니스
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• 제22권5호
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• pp.64-82
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• 2018

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.