• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.8
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• pp.1303-1318
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• 2010

This study is to understand the characteristics of Korean and Japanese consumers by analyzing the relation among consumer attitudes, concepts, and knowledge about luxury brands. In addition, the present study is to help to establish more effective marketing strategies for luxury companies by providing new data based on consumer knowledge. The author conducted a survey on a total of 816 male/female Korean and Japanese subjects ranging in age from 20 to 50s. The results of this study are as follows: First, Korean consumers have more positive attitudes toward luxury brands than Japanese consumers. Second, regarding the concepts about luxury brands, Korean consumers have concepts of luxury such as "involvement" "symbol of status" "scarcity" and "hedonism"and Japanese consumers have concepts such as "involvement" "ostentation" "high value"and "ornamentation" Third, Korean consumers are more confident in their knowledge and experiences about luxury brand consumption than Japanese consumers. The subjective knowledge has positive impacts on consumer attitudes toward luxury brands and becomes one of the reasons for the friendlier attitudes of Korean consumers toward luxury brands, compared to Japanese consumers. Fourth, the level of objective knowledge of Korean and Japanese consumers is high; but there is no statistically significant difference in the two countries.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.3
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• pp.99-111
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• 2016

In order to use cosmetics brands SNS effectively and establish strategy, the purpose of this study is to provide consumer date. According to cosmetics consumption value groups, this study examined each cosmetics consumption value group's level of concern of three cosmetics brands SNS features, informativity, enjoyment and interactivity. For the data, questionnaire was collected by 198 women, and the data were measured by ANOVA, factor analysis, cluster analysis and Ducan test. According to cluster analysis cosmetics consumption value groups were divided into four groups, unconcern group, hedonic value pursuit group, function of brand value pursuit group, high concern group. The results of the study are as follows: First, high concern group thought highly of all cosmetics brands SNS features, including informativity, enjoyment and interactivity. In addition all consumer groups were concerned informativity rather then enjoyment and interactivity. Second, comparing with high concern group, other groups which include unconcern group, hedonic value pursuit group and function of brand value pursuit group were not concerned about cosmetics brands SNS features' enjoyment and interactivity. Except informativity, hedonic value pursuit group and unconcern group were more concerned interactivity than enjoyment. While, high concern group and function of brand value pursuit group were more concerned enjoyment than interactivity.

• Journal of the Korean Society of Costume
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• v.60 no.8
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• pp.38-50
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• 2010

Many fashion designers are actively pursuing strategic alliances with other brands. The purpose of this study is to identify the differences in images between the original brands and the alliance brands made by fashion designers. This study also aims to review consumers' purchasing attitudes towards alliance brands products. Questionnaires were distributed to adults in their 20s and above, which were then collected. The research findings illuminated the differences in images between original brand products and the alliance brand products made by fashion designers. It was found that the fashion designer (A) brand mainly had luxurious, attractive and quality images, while its alliance brand mainly had practical and durable images. On the other hand, the fashion designer (B) brand mainly had quality and durable images, while its alliance brand mainly had luxurious, characteristic and attractive images. The fashion designer (Ga) brand mainly had characteristic, sophisticated and quality images, while its alliance brand mainly had trendy, attractive and practical images. The fashion designer (Na) brand mainly had trendy, characteristic and attractive images, while its alliance brand mainly had practical images.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.6
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• pp.838-851
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• 2015

This study explores the level of designer brands' market oriented attitude through a conceptual framework of market orientation. Designer brands have rapidly increased in the Korean fashion market with a competitive environment that pushes designers to improve market oriented attitudes and strategy. Designers working for 20 brands that the government designated as 'promising creative designer brands' were invited for in-depth interviews, 19 designers from 18 brands participated in this study. The generation of market intelligence that composes market orientation meant that the designers were confirmed to collecting different types of information according to information sources. They showed interest in collecting information on the exploration of design trends from overseas designers as well as operational and managerial information from domestic designers. Fashion-related stakeholders mainly collected feedback on design concepts from the press and public institutions. They collected customer feedback from buyers; however, appropriate feedback was inadequate. Designers generally appeared to place less value on the collection of customer responses and opinions; however, two groups of designers showed customer-oriented attitudes according to accumulated experience. The market-oriented attitude of top designers had an important role in designer brands; consequently, top designers should be properly trained to improve market-oriented attitudes to increase market performance.

• The Journal of Asian Finance, Economics and Business
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• v.5 no.3
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• pp.51-63
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• 2018

The study aims to articulate a definition of luxury brands, to propose a framework for consumer luxury brand relationships and to provide empirical evidence of the proposed model. The study conducted two surveys in Portugal and the United States in 2009 and 2013 for selected luxury brands. The study employs factor analysis and structural equation modelling techniques to test the hypotheses. The study finds a link between luxury products and consumer's psychological association represents in a hierarchical order of: cognitive attributes at its base level, extrinsic attributes on a secondary level and intrinsic attributes at the advance level. The findings suggest a concept for luxury brands from three dimensions of: luxury product characteristics, consumer's psychological characteristics, and consumer's psychological association with the luxury product. The research was conducted in Portugal and the United States so that there is always a potential criticism concerning the ability to generalize research results to a broader international population. The findings provide a holistic perspective in the understanding of luxury brand constructs and a definition of luxury brands in the way why consumers involve symbolic consumption. The successful application of the findings in a brand setting would be of particular interest to marketers and brand strategists.

• Journal of Families and Better Life
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• v.21 no.5
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• pp.181-192
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• 2003

This study examined college students' propensity for materialism and conspicuous consumption, and their preference for imported-luxury brand products. This study also identified the factors that influence college students preference for the imported-luxury brands. The data were obtained from a questionnaire completed by 4-year-college students (N=309), and were analyzed by t-tests, ANOVA, and multiple regression analyses. The findings of this study are as follows: First, college students' propensities for both materialism and conspicuous consumption were a little higher than the middle points of the scales. Their preference for imported-luxury brands was a little below the middle point of the scale. Second, the propensity for materialism was higher among first- and second-year students than among third- and fourth-year students. The occupation of household head was significantly related with the levels of materialism and conspicuous consumption, as well as the preference for imported-luxury brand products. Female students were more likely to prefer imported-luxury brands. Those with a higher income and subjective level of living were more likely to have the propensity for conspicuous consumption and preferences for imported-luxury brands. Third, the imported-luxury brands preferences were positively associated with the propensities for both materialism and conspicuous consumption.

• Journal of the Korean Society of Costume
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• v.64 no.6
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• pp.33-46
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• 2014

The purpose of this study is to present basic data for the standardization of the sizing system for children's wear by investigating the current production and sizing system of Korean children's wear brands. The result of conducting a survey of 20 brands show the following: first, regarding the age bracket of Korean children's wear, it ranged from 3~15 years old. Most of the brands divided up the sizes into 4 or 5 different groups. Second, the utilization of a bodice basic pattern was low during the manufacturing of a pattern, and the basic pattern had been used for the item. Third, the designation of garment sizes were done using height or height-chest measurement or height-waist measurement. Fourth, the brands used the smallest size as the basic size in most cases. Most of the brands had similar deviations for any grading deviations. In conclusion, it appears necessary to restructure the unity of size designation and the sizing system in order to establish the sizing system of children's wear, which features diverse age brackets and various body types.

• Fashion & Textile Research Journal
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• v.9 no.2
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• pp.211-220
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• 2007

The purpose of this study is to analyze characteristics and marketing strategies of the British, French and Italian luxury fashion brands. The subjects of this study are 27 fashion brands which have more than 50 years of tradition and are also members of the Walpole, Comit$\acute{e}$ Colbert, and Altagamma. The common marketing strategies of the luxury fashion brands were; the renewals in the product concept which harmonized traditional elements with modern elements which are designed to meet the needs of new target consumers, the renewals in the promotion such as the large scale of advertising, the frequent publications about the brands, sponsorship of events, the renewals and expansion of distribution channels in global fashion cities, the opening of flagship shop and the renovation of existing shops. Simultaneous renewals in product concepts, in promotion and in distribution will be an effective marketing strategy. Also, a continuous investment in renewal strategies is a key to the success of luxury fashion brand renewals.

• Journal of the East Asian Society of Dietary Life
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• v.19 no.5
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• pp.803-811
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• 2009

Brand equity has been treated conspicuously since the late 1980s. The purpose of this study was to develop a model brand equity model by examining the structural relationship among dimensions (brand loyalty, perceived quality, brand association/image, brand awareness) of brand equity, to compare differences between local brands and multinational brands. For this study, a total of 540 survey questionnaires were analyzed the results. All results were conducted using the frequency, factor analysis, regression and t-test procedure of the SPSS 12.0 package. The t-test revealed that consumers expose that recognize foreign brand constituents as better than domestic brand constituents. The determinant factors of brand equity were summarized as brand loyalty, perceived quality, brand association/ image, and brand awareness. Among these, four factors had a significant affected on the level of brand equity. Specifically, there was a difference between domestic brand and foreign brands. Among domestic brands the level of brand equity was significantly affected by brand loyalty, brand association/image, and brand awareness. However foreign brands were significantly affected by brand loyalty and perceived quality.

• The Research Journal of the Costume Culture
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• v.15 no.3 s.68
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• pp.483-495
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• 2007

The purpose of this study is to examine the current situation of IMC strategies of Korean fashion brands which enter into Chinese market and to propose the efficient IMC strategies. Twenty Korean fashion brands which enter into Chinese market were selected and in-depth interviews with the managers were conducted. First, advertising is focused on magazines, and outdoor advertising, advertising in departments' magazines, distributing catalogs, and star marketing are performed in some cases. Brands often execute sales promotion activities such as price deduction, offering coupons, and presenting gifts. PR activities like events and sponsorship marketing which targets uncertain public or loyal customers are performed. PPL is conducted passively though it can be very effective. CRM is not operated systematically and customer management is conducted through tele-marketing and direct mail by shop managers. Web sites of brands have insufficient contents and are operated ineffectively. VMD follows brand's basic policy, but in cases of agents whose copyrights are transferred or branches which are place in areas where managing them is hard, shop managers operate their stores by themselves. Finally, because of socialistic consciousness, the perception about service of sales people is lacked.