• Journal of Fashion Business
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• v.7 no.1
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• pp.55-71
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• 2003

The purpose of this research are to enhance the understanding of color marketing and to suggest future implementation strategy in the fashion industry. To do so, (1) the concept, requirements, tactics are discussed, (2) various cases are analyzed and key points of color marketing are suggested, (3) the current situation of color marketing and the problems are discussed, and (4) the future implementation strategies for the fashion industry are suggested.

• Journal of Fashion Business
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• v.7 no.2
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• pp.107-121
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• 2003

The purpose of this research is to enchance the understanding of color marketing, to support the efficient color informatiom which is useful in color planning and is suitable for brand image, and to suggest future implementation strategy on the fashion web sites. To do so, First, the concept, requirements and the current situation of color marketing are suggested. Second, various cases of color marketing on fashion web sites are analyzed. Third, the future implementation strategies for fashion web sites are suggested.

• Journal of the Korea Society of Computer and Information
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• v.19 no.2
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• pp.117-124
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• 2014

In this paper, it aims to get an effective marketing strategy in terms of business by introducing combined social video and color marketing technique. The process of research will be implementing a stop motion technique video by combining a black and white video with an extracted color image and then, further investigates each process. The expected result is that the effects can contribute to the development and the activation of company or brand's social video marketing by using the new video production technique. From the perspective of a company, the technique can effect in a positive way. They can provide consistent message to customers (public) by the color effect which contain brand's core message.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2002.11a
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• pp.74-78
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• 2002

소비의 패턴이 이성소비에서 감성소비로 전환되면서 오감이 중요한 마케팅 요소로 등장하고 있다. 특히 시각적 요소는 인간이 사물을 인지하는데 있어서 83%정도의 영향력을 발휘하기 때문에 매우 중요하게 고려된다. 따라서 본 연구는 Color Code를 토대로 사용자의 성격을 분류하고 동시에 사용자가 선호하는 색상을 이용하여 색채배색을 제안하는 방법을 설명하고 있는데 성격을 RED, BLUE, WHITE, YELLOW의 4개의 컬러코드로 분류하기 위해서 ‘The Hartman Color Code Personality Profil’을 이용하였다. 조사결과 사용자의 컬러코드 중 가장 많은 코드는 BLUE코드였으며 선호도도 가장 높았다. 이러한 BLUE 코드의 특징 중 색채와 대응할 수 있는 감성어휘를 중심으로 색채배색안을 제시하고 이를 주택상품의 컬러마케팅에 이용하고자 하는 것이 본 연구의 목표이다.

• Journal of Fashion Business
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• v.6 no.1
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• pp.137-154
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• 2002

It's not easy to renew old brand of over 50 years history to the tastes of new consumer of our time. Most of national brands that has a history of some 20 years in Korea have strove for continuation and growth of brand to no avails, which can be taken as a good example of current situation. For instance, C company, one of the National brand of US which has a history of 51 years, has made its position secure as a fashion group and based itself on a sound foundation by establishing new marketing strategy and completing successful brand renewal in the process of strategic M&A with Italian company. Those successful marketing strategies are as follows. 1) they regarded both market and consumer oriented marketing activity as company's highest priority strategy and put great emphasis upon concentration on target market and reestablishment of brand image of business casual wear. 2) Setting up and operating planning team composed of merchandizer alone in Milano, they set the direction of plan on the basis of concentrated research on potential item in market according to thorough market research done by buying office in Korea, branch office in Hong Kong and buyer in US prior to blueprint planning for season. 3) Great emphasis was placed on business which focused on intensive presentation of basic key item for apparel career women who are main consumer group in the midium-low prices market in US and on supplementation of size and color. they named this line 'collectibles' and helped their customer develop their own clothes plan without worrying about the change of color and fabric by supporting same fabric and color throughout the year and enabled them to add variation easily by supplementing new trend item. 4) Company set black as a main color that lots of apparel career women find easy to care and to express their own image and presented them with pebble which belongs to navy and beige and added fashion color such as wine and brown etc as season goes by. They constructed basic line in order for their customers to coordinate purchased item with new one or to add them to present collection, and to achieve efficient sale by setting up strategy which allows this cross coordination and changing pattern occasionally. 5) Though basic jacket for 99$, short slim skirt for 49$ are products within midium-low prices range, in the material planning stage aiming at production of item that has both resonable function appealing to consumer and is fashionable, synthetic material had to be used as a main source due to price competitiveness. Despite this situation, considering comfortable sense of fit and refined drape of silhouette that has no sign of cheap material, whole collectible line was divided into two items, which contributed to reduction of cost. In case of material that is composed of triacetate and polyester in 70 to 30 ratio, was used up to 4 million yard, which allowed drastic curtailment of cost accompanied by concentration. In case of 'collectibles' line, using Korean material mainly, C company chose to have their product sewed in Southeast Asian countries where transportation is well developed and both productivity and quality verified by operating global production system which aiming at cutdown of cost through outsourcing production from the country where labor cost is low and getting finished product. Polarization between present consumers telling us that consumers with the mind of middle classes in the past no longer exists between consumers who seek after only fine article of highest quality and wise consumers who are sensible enough to judge bubble on correlation between price and quality. To cope with this change in new consumer mind, apparel makes changing their policy so as to produce item that has reasonable quality and falls within affordable price range anywhere in the world. and they're striving to get out of difficult situation by operating global marketing strategy which stresses separation of planning, production and sale and sensibility of fashion shared worldwide. The marketing strategy of C company can be exemplified as a successful one.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.1
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• pp.144-156
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• 2014

This study analyzes effects of color marketing on brand charisma and marketing outcomes, specifically focused on agricultural goods co brand. that is color marketing refers to the extent to which people like color marketing and consists of symbolization, association and discrimination, and so called variables of marketing outcome is defined as the extent to which a color evokes meaning (loyalty, satisfaction, and switching barrier of brand). We collected statistically usable data from 266 questionnaire respondents who live in national provinces and analyzed them with SPSS 20.0 and Amos 5.0 to achieve research's goals. Based on the past studies, a total of three hypothesis are addressed in the study. Analysis results revealed that, first, color marketing of symbolization and association had a positive impacts on brand charisma. Second, the survey found that symbolization has q positive influence on brand loyalty and satisfaction except for switching barrier, association had an effect on brand loyalty, and discrimination had an effect on brand satisfaction. Third, brand charisma had an effect on brand loyalty and satisfaction. specially switching cost had not meaning on all hypothesis by reason of do not fully understand meaning of switching barrier. Summary and strategy implication will be mention in conclusion.

• The Journal of the Korea Contents Association
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• v.12 no.1
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• pp.197-210
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• 2012

In this research, we executed a questionnaire survey targeting men and women in 20' or more who reside in the metropolitan area and have experienced purchasing the vehicles in order to study how Promotion Mix Activity affects Brand assets, and ultimately what kind of relation it has with Purchase intention. In the statistical process of collected data, we analyzed the data by using SPSS 12.0 for Windows statistical package and AMOS 7.0 program. As the result of analysis, first, when we analyzed the relation of the Promotion Mix Activity and Brand Assets of the companies, the more affirmative the assessment on the advertising activities of the companies was, the higher the brand popularity, royalty and image increased, And it appeared that as the assessment on PR activities of the companies got more affirmative, the brand popularity, image and royalty increased. Second, as the result of the analysis of the relation between salespersons' Promotion Activities and Brand assets, it appeared that salespersons' social capacity improved Brand awareness and royalty and their strategic capacity improved Brand awareness, royalty and image. Third, seeing the result of the analysis on the relation between Brand assets and Purchase intention, it was shown that Brand popularity had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and Brand royalty had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention. In addition, it appeared that Brand image had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and finally it could be known that Brand assets had a close correlation with Purchase intention. Therefore, this research established the color marketing strategy as follows. First, we shall build up the functional role such as aesthetic favor, information communication, protection of ecosystem, publicity reinforcement etc. so as to emphasize the properties of the package design; second, we have to construct the color marketing strategy to convey the images of the commodity besides the psychological and physiological utility which colors grants, the utility used in visual conveyance as communication media; third, we should build the color marketing strategy for the integration of company image; finally we have to compose the colors fitted for the company and product style and introduce design marketing using company colors.

• Korean Institute of Interior Design Journal
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• v.19 no.5
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• pp.75-82
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• 2010

The aim of study is examining the marketing strategies and analyzes space design which is reflected marketing strategy and design elements by coffee shop chains. For the purpose, field survey and the questionnaire survey are conducted in coffee shop chains in Myeong-dong in Seoul. The results of the questionnaire survey are analyzed through SPSS 18.0 program and these results compare with the field survey. The result of analysis were as follows; 1) The company have to plan the coffee shop chains which were reflected by consumer opinion. 2) The coffee shop chains have to plan independent atmosphere space for take out consumers. 3) The coffee shop chains have to consider suitable design elements according to condition of lease, an area and position. 4) The coffee shop chains have to have design marketing strategies which were reflected by space, furniture, color and lighting. 5) Companies should communicate with consumers actively.

• Science of Emotion and Sensibility
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• v.11 no.4
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• pp.599-612
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• 2008

Today, communication trend of financial brand has changed fast with more foreign financial brand's introduction, emerging financial brands through the openness. With the trend of changing, companies are introducing various marketing methods to differentiate its brand image. And color marketing becomes an important tool for the differentiation. However, except a few brands, brand color which expresses management character of a company is different from the customer's preferred color which is based on investors' investment tendency. This may be related to the brand Image which is final goal of communication. Therefore, this study suggests effective communication method between company and customers by analyzing preferred color of customers by their investment tendency and comparison analysis security firms' color marketing strategy. As a result, it was found that Roland Barthes symbolic meaning of colors is different from the symbolic meaning of the groups of investor tendency. For example, I assumed that aggressive investors preferred strong color like red or orange, but the survey result was far from my assumption. I hope this study can be a good foundation for logical and scientific marketing in communication between security companies and customers in more open market with introduction to the Capital Market Consolidation Act.

• Journal of the Korean Home Economics Association
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• v.43 no.10 s.212
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• pp.155-165
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• 2005

The purpose of this study was to analyze difference in clothing preference based on the perceived body types. The objects of this study were to prepare for the establishment of a marketing strategy and alternative plan intended for users operating in a subdivided market, after analyzing the differences in clothing preference based on the perceived body types. The respondents comprised 192 female adults, who were residents in Busan. The questionnaire was composed of three sections: style, textile, and color of clothing. Data were analyzed by frequency, factor analysis, cluster analysis, discriminate analysis, and ANOVA. Cluster analysis was employed to identify groups of respondents based on the five delineated measure items. Based on the findings, three distinct groups were formed: thin, normal, and obese. The result of this study showed statistically significant differences among the three groups in terms of style, textile, and color of clothing, as well as in terms of demographic characteristics. Marketing and management implications for effectively targeting the segments are discussed.