• 복식문화학회:학술대회논문집
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• 복식문화학회 2003년도 추계학술발표대회
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• pp.5-22
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• 2003

패션산업의 현황 - ① 외부환경ㆍ국내유통개방이후 세계적 유명 브랜드의 시장 잠식 심화 루이뷔통, 구찌 등 50여개 명품 브랜드 국내도입ㆍ국내 유통점(백화점 등)의 해외 브랜드 선호로 국내 브랜드 발전 위축ㆍ국내시장도 국제시장화 하여 해외 선진 브랜드와 무한 경쟁ㆍ신 유통팽창 : 할인점, 아울렛, TV 홈쇼핑, 인터넷 쇼핑 등 출현ㆍ좁은 내수 시장 (인구 4,500만명)ㆍ고객(소비자)의 반란 ② 내부환경ㆍ영업, 기획, 생산 등 인건비 상승에 따른 제품 가격 인하로 경쟁력 상실ㆍ국내봉제업체의 도산 (해외 생산기지 가속화)ㆍ비효율적인 경영 시스템ㆍ기업간 구매, 생산 정보부족으로 납기, 품질 등 고질적인 문제 내포 (중략)

• 패션비즈니스
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• 제11권2호
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• pp.113-128
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• 2007

The purpose of this study was to comparatively analyze advertisements of prestigious products and domestic fashion brands through fashion magazines. Especially, a comparative analysis of creative advertising strategies of prestigious products and fashion brands will be vital in establishing advertising strategies and marketing planning of domestic fashion brands. This study targeted and analyzed all the advertisements of prestigious fashion products and domestic career women's high-end casual brands printed in VOGUE KOREA and ELLE KOREA in 2005 and 2006. Descriptive statistics and x2-test were used. As a result of the analysis, prestigious product advertisements accounted for 197 (57.9%), and domestic fashion 143 (42.1%) out of a total of 764. Except for duplicates, the 340 advertisements analyzed, were selected for this study. Luxury fashion brand advertising accounted for more than domestic fashion brands in the magazines studied. That is luxury fashion brands have greater exposure to consumers. Based on the results drawn in this study for fashion products, various and unique advertising strategies utilizing visual factors that most effectively delivered to consumers are imminently needed as creative strategy measures in domestic fashion advertising.

• 패션비즈니스
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• 제13권2호
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• pp.1-16
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• 2009

The purpose of this study was to analyze the signification system between logo and brand image systematically in imported fashion luxury brands through semiotic approach. For this purpose, 29 luxury brands were selected from 3 department stores. According to the visual characters of logo, the types of logo used in the imported fashion luxury brands were classified into three types and the results of this study were following : First, the luxury brands used the brand logo in common that represent the name of founder or fashion designer to deliver the character of company's own brand and to emphasize the spirit of a craftsman. Second, the luxury brands also used the brand logo that design the brand initial in symmetry of the right and left or top and bottom to emphasize a unique spirit of the brand. Third, the luxury brands used the brand logo that represent or symbolize a specific animal or object to express the special quality of the brand in descriptive type. Forth, the luxury brands used the most frequently black color in brand logo that symbolize a perfection, immortality and solemnity, etc.

• 한국의류산업학회지
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• 제14권4호
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• pp.554-566
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• 2012

The purpose of this study was to classify the consumption values of 20's and 30's female consumers, identify the differences among the consumption value groups, and analyze purchase behaviors of imported fashion luxury brands according to the consumption value types. The subjects were 518 women who purchased luxury bags. The results of the study were as follows. First, as a result of cluster analysis to classify the consumption values of 20's and 30's female consumers, 4 groups were identified as "rare and emotional pursuit group", "functional pursuit group", "fashion pursuit group", and "social and conspicuous pursuit group". Second, 4 groups showed different luxury bag purchase behaviors, such as purchase motivation, purchase selection criteria, information source, purchase frequency, purchase cost of one time, purchase cost of year, the number of possession, purchase place, and store selection criteria. Third, rare and emotional pursuit group ranked the first in terms of product, price, and store satisfaction. Therefore, consumption values were identified as the important factor suggesting purchase behaviors of female consumers in 20's and 30's.

• 한국의류학회지
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• 제30권2호
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• pp.221-232
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• 2006

The purposes of this paper were to identity the present condition of the imported fashion luxury brands' market arid to analyze the differences of marketing strategies according to the types of retailers. We selected 3 department stores, 5 luxury brands, 5 stores in Dongdeamun Market, and 5 internet luxury shopping malls, and conducted key informant survey to 20 experts. The brands in department stores consisted the goods according to VIPs' pre-orders, sales of the previous year, and fashion trends, and offered the differentiated customer services to VIPs. The stores in Dongdaemun Market bought the products from the parallel importers or imported the goods from the original nations of the brands by themselves. The goods in stock and steady sellers were comprised of the main portion of all products, and leather goods were dominated. The price of goods in stock was about $30\∼50\%$ lower than the normal price of department stores, but the new products' price was only about 10$\%$ lower than that of department stores. Luxury shopping malls could be classified into two types; one conducted both product buying and commission sale, and the other conducted commission sale only. In former case, however, the product buying portion was under 30$\%$. Product assortments and the price strategy were similar to the stores of Dongdeamun Market, and CRM was conducted partially.

• 한국의류학회지
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• 제34권8호
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• pp.1290-1302
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• 2010

This study examines the effects of competency and service orientation of imported fashion luxury brands salespersons on the organizational commitment and service delivery level. Questionnaire data from 162 salespersons of imported fashion luxury brands were analyzed. The results were summarized as follows. First, self-management ability, professional executive ability, and the friendly attitude of six competency factors had significant effects on organizational commitment. Second, professional executive ability, self-management ability, and friendly attitude of the six competency factors had significant effects on service delivery level. Third, all factors of service orientation had significant influences on organizational commitment. Finally, special treatment/awareness of needs and instant response/communicative skill of three service orientation factors had significant influences on the service delivery level.

• 패션비즈니스
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• 제22권5호
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• pp.1-14
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• 2018

The purpose of this study was to define the purchase behavior of online luxury fashion brand consumers that soon became new luxury consumption trends. To investigate online luxury fashion brand consumer's purchase behavior, three variables were suggested based on advanced researches. These variables include economic value, item variety and pleasure. Purchasing luxury online was not common but as cross-border online shopping market became popular, consumers began to purchase luxury items through online shopping platforms. Preliminary surveys was conducted on 20~40-year-old consumers who have experience in online shopping for luxurious items. Total 238 questionnaires were used for analysis. By using SPSS, frequency analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, t-test and ANOVA were conducted. The results of the study were as follow; first, consumer's purchase behavior appeared to be influenced by the order of pleasure of shopping, economic value and item variety. Repurchase intention appeared to be affected by the order of economic value, item variety, and pleasure of shopping. Second, online luxury fashion consumers perceived that risk does not affect purchase intention and repurchase intention. Third, as purchase intention increases, repurchase intention also increases. Fourth, shopping value, age and channel risk also indicated meaningful differences. As an early study of luxury fashion brand products purchased directly online, the academic significance can facilitate an overall understanding of consumer behavior such as usage motive, risk perception, behavioral intention.

• 경영과정보연구
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• 제36권4호
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• pp.21-32
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• 2017

최근 국내에 진출한 다국적 기업들의 극명하게 대조되는 행태가 논란이 되고 있다. 본 연구는 해외 명품 패션브랜드 기업들이 높은 본국 배당 송금에 비하여 사회 기부활동 등 사회공헌도가 낮다는 언론 보도에 의하여 유명의류상호 기업들의 대리인 비용을 살펴보고자 하였다. 대리인 비용은 매출액 자산비율(AT), 영업비용 대비 매출액(OPEXP), EBITD 대비 총자산(EBITD)비율을 표본기업별로 구한 값과 2014년 지배구조등급으로 대상을 받은 S-OIL의 비율차이를 각각 구하여 3가지 차이비율의 공통된 속성을 변수를 산정하기 위하여 주성분분석(PCA)으로 공통변수를 추출하고 이 변수를 대리인 비용의 지수변수(ACI)로 선정하였다. 유명의류상호로 선정된 기업을 관심변수로 하고 대리인비용지수(ACI)를 종속변수로 하는 회귀분석을 실시하였다. 분석결과 유명의류상호로 선정된 기업은 판매비와관리비 분야에서 대리인비용이 높게 나타나고 수익성 분야에서 대리인비용이 낮게 나타났다. 그러나 주성분분석에 의한 전체적인 대리인비용은 일반기업과 차이기 나지 않는 것으로 나타났다. 민감도 분석으로 표본집단과 동일한 재무적 특성을 가진 기업들을 PSM방법으로 1:1 matching 표본을 구성하여 비교분석한 결과 판관비 부문에서만 유명의류상호기업의 대리인비용이 높게 나타났다. 추가 분석으로 유명의류상호기업에 국한 하지 않고 211개 산업군에서 브랜드파워 1위로 선정된 기업을 대상으로 대리인비용을 차이를 확인한 결과 본 분석의 결과와 동일한 것으로 나타났다. 본 연구의 결과는 국내에서 최초로 유명의류상호기업의 대리인비용을 분석하여 실증적 결과를 제시하였다는 점에서 의의가 있다고 할 것이다.