• Journal of Fashion Business
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• 제15권1호
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• pp.92-102
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• 2011

The purpose of this research is to study the types of name spectrum and their characteristics of domestic men's wear brands focusing on formal and casual wear and also examine the differences based on the type of brands' product and brand style. Total 184 of men's wear brands, which were consisted of 66 formal wear brands and 84 casual wear brands, were selected from '2009 Korea Fashion Yearbook'. For data analysis, quantitatively evaluated the frequency and qualitatively evaluated the image of brand product and the meaning of brand name. The result as follows; 1. The domestic fashion brands for men's wear appeared to have four types of name spectrum. The descriptive name was the most frequently showed, and followed by arbitrary, suggestive, and coined name. For formal wear brands, four types of name spectrum were appeared in the order of descriptive, suggestive, coined, and arbitrary name. In casual wear brands, three types of name spectrum were appeared in the order of descriptive, arbitrary, and suggestive name. 2. The characteristics of men's brand name according to their name spectrum was as follows.; In the descriptive brand names, person's name was used the most and some ascribed the characteristics, feature or geographic location of the product. The suggestive brand names contained images and symbols of the product and also implied the relevant benefit information in a particular product context. In the arbitrary brand name, they imply the various meanings according to the product and are made up of either coined or natural. For the coined name, some bear the ideology or symbolized the characteristics of product itself. 3. The descriptive name spectrum showed the most in domestic menswear brands, regardless of the brand type. Except this, there were differences in the type and the frequency of name spectrum depending on the brand type.

• Journal of the Korean Society of Costume
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• 제60권8호
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• pp.100-117
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• 2010

The cosmetics industry is executing the experiential marketing strategy, which focuses the brand experiential experience for the connection with consumers and differentiated strategy for the company's brand image, according to the expansion of quality service, which increasingly consume a diverse experience. Among these, the low-priced cosmetics market is trying a variety of experiential marketing to provide positive experience of their product and their brand through a unique service or event to stimulate the motions of young woman, who are changing rapidly, and is actively utilizing the means of marketing to form brand equity for these experiential marketing. Therefore, this study is to find out the effect of customer experiential on the brand equity through a variety of experiential marketing of low-priced cosmetics brand and based on the result, we were able to find out that the experiential marketing is also used as important means of marketing for low-priced cosmetics market to secure the brand equity and to maintain long-term relationship with the customer. This is expected to provide strategic and practical implications to the cosmetic marketing managers for customer management and this will recognize the importance of customer experiential in cosmetic marketing and suggest proper marketing strategy plan. In this study, the multiple regression analysis was mainly uses to find out the influence between the variables for low-cost cosmetic brand but we're hoping to execute a study, which directly and indirectly covers the complete path by using the various parameters, which can be effected on the brand equity.

• Journal of Fashion Business
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• 제15권5호
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• pp.55-68
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• 2011

The purpose of this research is to study the visual characteristics of domestic national men's wear brand logos. For this purpose, 80 of national men's wear brands were selected from '2010/2011 Korea fashion brand Annual' For analysis, they were classified into three categories: logo types composed only with logomark or symbol and logomark together. Types of symbol were classified into word symbol, descriptive symbol, and abstractive symbol. And the used typefaces were classified into serif and san serif and acromatic and cromatic The results are as follows: The visual characteristics of domestic national men's wear brand logos, there were more brands that used logomark with symbol together than logomark only. And the type of symbols were appeared descriptive symbol(32% ) that meaned the men's power, nobleness and royalty. In domestic national men's wear brands, color of logos were more frequently used acromatic color as black and grey than cromatic color. Among the cromatic colors were more appeared to a kind of blue and green. And the used typefaces were the more frequently used to serif typeface of capital. As a result, the visual characteristics of domestic national men's wear brand logo were that they used the brand logos composed of descriptive logomark with symbol together, black serif typeface the most. From this results, we could find that visual stragety of domestic national men's wear brand logos had the tendency to emphasize the function of conveying information, brand concept that men's wear. The specific and continuous following research in which psychological factor of consumer reflected was requested as a measure to seek brand logo that aid to establish brand power and reinforce brand image.

• Journal of the Korea Fashion and Costume Design Association
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• 제23권4호
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• pp.1-17
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• 2021

This study was examined whether the experiential marketing factors proposed by Bernd Schmitt were applicable to the consumer behavior of active seniors. The study was analyzed the influence of SEMs have on value perception of brand and attitude formation as well as the behavioral intentions of active senior consumers and whether this effect differed between the level of commitment. For empirical analysis, frequency analysis, EFA, reliability, CFA, SEM, and multiple-group comparison analysis were performed. The results showed that sense and feel factor did not have a significant influence on the value perception of brand, while think factor had a positive effect on the value perception of brand. Act factor did not affect the value perception of brand; on the other hand, relate factor had a significant effect on the value perception of brand. The result of structural equation modeling also revealed that the value perception of brand had a positive influence on attitude formation and behavioral intentions. The result of multiple-group comparison analysis confirmed that the influence of act factor on value perception of brand differed according to the level of commitment, but the positive influence of act factor on value perception of brand was limited to the high-level of commitment group. As a result of the influence relate factor had on the value perception of brand, differences existed between the two groups, and the low-level of commitment group had a greater influence than the high-level of commitment group. So it will be effective for active senior consumers to form fashion communities and let them participate in to enhance positive consumer behavior toward fashion brands.

• Korean Institute of Interior Design Journal
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• 제18권5호
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• pp.156-163
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• 2009

Retail space itself could be one of the marketing strategies, through creating space, and communicating brand identity. Especially for innovative products, such as mobile technology products, store is not just to sell products but to provide experiences so that users can fudge usefulness of products and reduce uncertainties to adopt the products. The purpose of this study is to investigate how environmental features and physical artifacts contribute to promote experiences of innovative products in stores and how physical environment help to establish brand identity. For this study, site visits, observation, and literature review were conducted. For case studies, three retail spaces (Apple, Iriver, Sony) and one service space(TTL) were selected. Compared to the service space, three retail spaces have more transparent and open store front design characteristics. For the experiences of shoppers, products displayed in a radial shape, round shape, column shape, and around peripherals of the stores. A service oriented space, TTL zone is differentiated from three retail spaces in terms of layout, store front design, and experience areas. Compared to the traditional stores selling innovative products, the case stores showed more warm atmosphere using various shape, wood materials, lighting fixtures and furniture.

• Proceedings of the Korean Institute of Interior Design Conference
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• 한국실내디자인학회 2007년도 춘계학술대회 논문집
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• pp.248-254
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• 2007

A center of economy, during last 50 years, has been transferred from production into consumption and a new consumption culture has been made by changing from reasonable trend into subjective and psychological trend. In the past, an interest of consumers was to possess things, however, in present, an interest of them is mental value and satisfaction to experience various cultures, to focus value and meaning human's life, and to realize desires. According to this trend, society's interest on interior design has continuously increased. Social phenomenon to make a serious consideration of design management and value is rushing with various brands on the basis of marketing strategy. In this kind of era, interior designers also should try to make interior design area brand through long, objective and systematic marketing plan. Therefore, this research shows differentiation strategy to make interior design brand on the basis of marketing strategy with theoretical background through literature study, and presents an example of spa and cosmetic beauty salon - current new consumption culture - on the basis of marketing strategy.

• Korean Institute of Interior Design Journal
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• 제17권5호
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• pp.12-22
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• 2008

The purpose of this article is to establish fundamental sources and guidelines of bathroom designs of brand apartments in Korea. The article examines the current conditions of bathroom, satisfaction rates, and preference rates of residents in Mid-sized apartment units of the top five brand apartments based on construction capacity and brand popularity. A total of 427 samples, acquired via internet survey, were analyzed with the statistical computer program SPSS PC+ window version 15.0. The conclusions of the article are as follows: 1) Fixtures and products which fulfill various behaviors, as well as multi-functional space programming, are demanded. 2) Developing clear standards of basic bathroom fixtures and environments is also required in further research and to be applied to practical bathroom design. 3) The bathroom fixtures and environments ought to accommodate all age groups. 4) Respondents preferred a separated dry floor, either toilet or sink portion, to a full-dry or full-wet floor. 5) Respondents of all age groups considered bathroom as a private space, thus it should facilitate various private activities. The results of this study would contribute to adequate and sound bathroom design as key information.

• Proceedings of the Korean Institute of Interior Design Conference
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• 한국실내디자인학회 2006년도 추계학술발표대회 논문집
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• pp.215-218
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• 2006

The attention of brand apartment is flourishing along with growing concerns about resident's health and their housing. This study examined the environment-friendly features on six brand apartments in Kangnam area in Seoul since 2000. The findings were as follows: The environment-friendly features of most brand apartments are in satisfactory level. The environment-friendly parking lot and greenzone were satisfactory on the viewpoint of ecology. From the perspective of relationship between housing and environment there was lack of the consideration of locality issues. However, from the perspective of health and comfortability there was lack of indoor planting.

• Journal of Fashion Business
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• 제6권4호
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• pp.125-140
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• 2002

The purpose of this study is confirming the design characteristics and brand strategies of Ralph Lauren's products through the advertising pictures on internet website. Methods of this study are the analysis of his brand growth process, concept strategy and designs by web promotion sites. Also this study defined his brand character and fashion mind. The Results are as follows. 1) Ralph Lauren's concept strategies are 1. Convert british type into American style 2. Presentation an American life style 3. Marketing strategy using life style and IT business. 2) Ralph Lauren's designs characters are 1. Rich and simple style by preppy look 2. Traditional wear of noble taste 3. Western style of American reclamation period 4. Using of comfortable material 5. Unique colors which are simbolic. Today, his classic and preppy designs all draw upon an image of old word wealth and luxury and he pioneered the concept of clothes as part of a lifestyle environment.

• Journal of the Korean Society of Costume
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• 제58권10호
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• pp.148-163
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• 2008

The purpose of this study is to review the previous researches, to make clear the difference between general image and brand image in overseas luxury fashion brands. The questionaries were given to female residents in the ages of $20s'{\sim}40s'$ in Seoul and Kyung-gi province in October 2007. The collected data were analyzed by using SPSS 12.0 software such as paired t-test. The results of this study as fellows; 1. As the result of the analysis of the difference across general images, it was regarded as the most Reputed' and 'Conspicuous' image. 2. As the result of the analysis of the difference across brand images of oversea fashion luxury brands, it was regarded as the most Reputed' image. 3. As the result of analysis of the difference between general images and brand images in overseas fashion luxury goods, it was found out that Chanel brand was regarded as more 'luxurious' and 'original' image, on the other hand, Giorgio Armani and Burberry were not.