• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.3
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• pp.427-439
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• 2019

This study investigated the semantic network based on the focus of the fashion image and SNS text utilized by global SPA brands on the last seven years in terms of the quantity and quality of data generated by the fast-changing fashion trends and fashion content-based media environment. The research method relocated frequency, density and repetitive key words as well as visualized algorithms using the UCINET 6.347 program and the overall classification of the text related to fashion images on social networks used by global SPA brands. The conclusions of the study are as follows. A common aspect of global SPA brands is that by looking at the basis of text extraction on SNS, exposure through image of products is considered important for sales. The following is a discriminatory aspect of global SPA brands. First, ZARA consistently exposes marketing using a variety of professions and nationalities to SNS. Second, UNIQLO's correlation exposes its collaboration promotion to SNS while steadily exposing basic items. Third, in the case of H&M, some discriminatory results were found with other brands in connectivity with each cluster category that showed remarkably independent results.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.3
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• pp.546-558
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• 2021

As consumers' demand for corporate social responsibility (CSR) has increased, luxury fashion brands have been providing support for arts and culture as CSR activities. The purpose of this study is to examine patronage of arts and culture as corporate philanthropy and to analyze the motives luxury fashion brands have for supporting arts and culture. The study investigates patronage of arts and culture through literature reviews and conducts case studies of luxury fashion brands' patronage. The results of the analysis are as follows: first, patronage based on public interest reduces the social costs of arts and culture and helps to create aesthetic experiences for the public; second, sustainable patronage is not only priceless PR for luxury fashion brands, it also supports the development of arts and culture; third, authentic patronage obviates the criticism that luxury fashion brands only support arts and culture for the purposes of profit, by separating business operations from patronage. In conclusion, those three elements are at the heart of patronage for the arts and culture and fashion companies need to support culture and the arts by taking a long-term perspective when it comes to creating social value.

• Journal of Information Technology Services
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• v.22 no.3
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• pp.119-139
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• 2023

Generation MZ has emerged as a significant consumer segment and trendsetter in the fashion market of South Korea. Fashion designer brands have become popular among this generation by offering a range of fashion content on social network services (SNS) based on fresh and trendy designs. Despite the growing market share of fashion designer brands in the industry, previous research has mainly focused on brand personality in line with the characteristics of traditional fashion brands. Therefore, this study aims to derive brand personality and SNS characteristics of fashion designer brands based on previous research and investigate the influence of these factors on brand preference and behavioral intention. Moreover, it examines how this influencing mechanism fluctuates based on the consumer type (i.e., innovative type vs. price-sensitive type). Based on an online survey of 256 Korean adults with experience in fashion designer brands, this study identified the influencing mechanisms on purchase intention and word-of-mouth intention. This study contributes to empirical investigations of consumer brand preference and behavior intention in fashion designer brands through the brand equity model. It also offers insight into developing a segmented brand strategy by considering the variations in the influence mechanism of behavioral intention across different consumer types.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.4
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• pp.760-777
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• 2023

Fashion brands seek guidelines for effective green advertising messages, considering benefit appeals, brand types, and construal level. However, few studies have explored their simultaneous interplay. Thus, the present study conducted an experiment with a 2X2X2 between-subjects design to investigate how brand type and construal level moderate the mediating role of ad-brand congruency between benefit appeals and purchase intention. A total of 245 Millennials and Generation Z participants completed an online survey, and the data were analyzed using SPSS. A significant three-way interaction was revealed. Low-construal-level messages with concrete content showed disparities between aspirational and accessible brands concerning other-benefit appeals: Accessible brands utilizing other-benefit appeals demonstrated higher ad-brand congruency, while aspirational brands had lower ad-brand congruency. Furthermore, within aspirational brands, self-benefit appeals resulted in higher ad-brand congruency than other-benefit appeals. Finally, a moderated mediating effect was discovered, indicating that brand types and construal level moderated the mediating effect of ad-brand congruency between benefit appeals and purchase intention. The mediating effect was prominent in the context of self-benefit appeals, aspirational brands, and low-construal-level messages. This study highlights the intricate dynamics of the three factors in green advertising, providing valuable insights for crafting more targeted green advertisements.

• Journal of Fashion Business
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• v.27 no.2
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• pp.88-107
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• 2023

This study aimed to understand the current status of practice for sustainability in luxury fashion brands. A total of five luxury brands (Louis Vuitton, Hermès, Gucci, Burberry, and Prada) were selected. Each company's official website, sustainability reports, and articles on sustainability practices were compiled. In addition, analysis was performed based on criteria of sustainability such as environmental, social, economical, and cultural dimensions. As a result, the biggest commonality of the five brands was that they promoted the most active change in the environment. These brands tried to reduce energy consumption in materials and production processes. Among them, Burberry, Gucci, and Louis Vuitton had their own departments for sustainability. However, there were differences in strategies of activities between brands for social, economical, and cultural sustainability. Among the five companies, Burberry and Gucci pursued sustainability strategies the most aggressively. They separated their sustainability strategies in terms of environmental, social, economical, and cultural aspects and shared them with consumers. A set of outcomes for the plan were provided as objective data. The sustainable management strategy has become a key strategy for long-term growth of the luxury brand market. To survive in the market, luxury brands should elaborate sustainable management strategies and actively share them with consumers.

• Journal of Fashion Business
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• v.26 no.1
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• pp.16-29
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• 2022

Environmental problems increasingly serious, and sustainability in the fashion industry has become an essential factor. Nowadays, numerous brands are engaging in sustainable fashion activities, such as recycling, vegan, fair trade, etc., which have not been done before. However, there are limited studies about sustainable fashion activities focusing on luxury brands. The purpose of this study is to establish the current status of luxury brands' sustainable fashion activities based on the macro trend of Todeschini et al(2017)'s thesis. This study selected six global luxury fashion brands Louis Vuitton, Hermes, Gucci, Prada, Burberry, and Stella McCartney. Data were collected from the brand's websites and reports, fashion magazines, and Google. As a result of the study, the following adjustments are being implemented; first, efforts are being made to reduce the consumption of natural resources. Second, transparency on working conditions is provided in various ways. Third, luxury brands' awareness of the sharing economy was not opened. Fourth, efforts are being made to develop eco-friendly materials and technologies to minimize wastage. Based on these research results, if applied as basic data for the development of Korean fashion brands and start-up companies, it will help establish directions of sustainable fashion strategies.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.5
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• pp.251-260
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• 2022

The goal of this study is to see if the Coronavirus affects the Top 10 most valuable brands in various ASEAN countries (Malaysia, Singapore, Indonesia, and Vietnam) and industry types differently. The data for this study was collected using a secondary data method (content analysis). Based on their annual reports from 2019 to 2021, the researchers examined the brand equity of the Top 10 most valued brands in each of the four ASEAN countries. IBM Statistical Package for Social Science (SPSS) Statistics for Windows was used to examine the data. Frequency, an independent T-test, and one-way analysis of variance tests were also applied to the data. The findings revealed considerable disparities between the Top 10 most valued ASEAN country brands in 2019-2020 and 2019-2021 due to the impact of the Coronavirus. Due to the influence of the Coronavirus, the data revealed no significant differences between industry categories. Future studies could look into the disparities between the most valuable brands and the influence of the Coronavirus over a longer period of time and include a larger number of firms and countries. Brand managers in ASEAN countries' Top 10 most valuable companies must carefully manage their brands to preserve brand life and reduce the impact of future global pandemics.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.125-147
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• 2024

This study aims to analyze consumer perceptions of the metaverse platform and luxury fashion brands in relation to consumer lifestyles, thereby providing foundational data for future marketing strategies of fashion brands using the metaverse. A survey on the lifestyle and perceptions of the metaverse, as well as on luxury fashion brands, was conducted among 300 men and women between their 20s and 40s. Statistical analyses included frequency analysis, cross-tabulation, chi-square (χ²) analysis, factor analysis, cluster analysis, one-way ANOVA, and Duncan's post-hoc test. Factor analysis of the participants' lifestyles revealed five distinct types: "Indifferent," "Social, individual, and leisure-oriented," "Trend-leading and brand-oriented," "Appearance and fashion-oriented," and "Self-improvement-focused and individualistic" types. The analysis of luxury fashion brand perceptions based on lifestyle types showed that the "Trend-leading and brand-oriented" type had higher awareness and preference for brands such as Gucci, Burberry, and Balenciaga, while the "Indifferent" type showed lower levels of awareness and preference. Regarding brand perception related to luxury fashion brand content experiences within the metaverse, Gucci, Burberry, and Balenciaga showed consistent results across all types. Specifically individuals classified under the "Trend-leading and brand-oriented" category exhibited higher awareness and preference for these brands within metaverse experiences, while those categorized as "Indifferent" displayed comparatively lower levels. Therefore, digital marketing strategies targeting consumers under the "Trend-leading and brand-oriented" category are expected to be highly effective for luxury fashion brands. This study is poised to contribute to the expansion of the marketing landscape within the metaverse virtual world for fashion.

• Journal of Fashion Business
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• v.3 no.1
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• pp.113-124
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• 1999

The purpose of this study is to provide for the basic data useful to designing a scientific and systematic merchandising program for infants' wear brands. For this purpose, designer and MD working for 8 local infants' wear brands were surveyed to analyze the conditions of their designing and merchandising of infants' wears. The results of this study can be summarized as follows; 1. Only 3 brands employed MD for their merchandising departments. The average number of clothing designers employed by the subject brands was 3-5, while that of colorists was 1-2, and that of accessory designers was 2-3. On the other hand, the average number of patternmakers employed was about 1, while that of sewer was 4. 2. Many of the sample infants' wear brands tended to collect and analyze the information for merchandising, while most of them relied less on outside planned data. The information source upon which they relied most was 'local and foreign fashion magazine', followed by 'data surveyed by local and foreign department stores' and 'data surveyed for local fabric markets' in their order. Meanwhile, the main color represented 70-90% of the total colors, while the pastel groups accounted for 30-40% and vivid color groups for 40-50%. On the other hand, knit accounted for about 60% of their materials, while woven and sweater accounted for 30% and 10%, respectively. 3. In overall terms, most of brands felt that their brands were preferred as much as or less than their competitive brands, while consumers felt expensive for infants' wears. Namely, most consumers were dissatisfied with the price levels of infants' wears. On the other hand, consumers were found to favor the pastel color groups a little more, while being aware of each brand's sizes more or less precisely. 4. The medium upon which the infants' wear brands depended most for their advertisement was 'magazine', followed by 'radio' and 'catalogue' in their order. Most of them were analyzing the results of their sale turnover monthly or frequently in order to review their sales performances in comparison with their competitors. Most of brands bothered to program a sale strategy 4 times a year, primarily to dispose the stocks or find a breakthrough for their sales activities.

• Journal of Distribution Research
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• v.17 no.5
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• pp.113-128
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• 2012

The growth of market share of distributors' brands, also known as private brand, has accelerated in recent years. Sales volumes and market shares of private brands, as well as their appeal to consumers have steadily increased. Carrying private brands comes with numerous advantages, one of which is the relatively high gross margin, which can be 20 - 30% higher compared to manufacturer brands. Recently, many big discount stores are expanding private brand for higher sales volume. Thus, private brands play an important strategic role for retailers. The tendency of growing private brand will decrease sales revenue of both channel members, distributer and manufacturer. The disadvantage for manufacturer is obvious, especially for the manufactures who not only produce their own brands but also retailer brands competing against their own. There are also possible to weaken the brand awareness of manufacturer's brand. The purpose of this study is to explore the perception gap between retailers and manufacturers. we investigated to identify how consumers perceive private brand. In other to study the impact of private brands on distributors, we surveyed the actual condition of private brand and perception towards private brands among consumers, retailers and manufacturers. Based these analysis, we recommended proposal for private brand policies as follows: First, it need to correct imbalance between large retailer and manufacturer. second, we suggest "win-win growth policy", Third, by registering trademark right of national brand, manufacturers have a way of protecting their brands. Forth, manufacturers are encouraged to produce PNB(Private National Brand).