• The International Journal of Costume Culture
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• v.9 no.2
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• pp.149-159
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• 2006

The purpose of the study is to compare the clothing purchasing behaviors between Korean and American college women and to gather a basic data to establish a clothing marketing strategy and effective world marketing strategy in the fashion marketing. 1,150 questionaries were distributed to 3 universities in Korea and 3 universities America from March, 15 to 30 in 2006 and a total of 800 questionnaires, 466 from Korea and 334 from American, were utilized in the final analysis. The SPSS 12.0 was used to analyze the technical statistics like average and frequency, t-test, X$^2$, factor analysis and multi-variate analysis of variance.

• Fashion & Textile Research Journal
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• v.16 no.5
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• pp.730-744
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• 2014

With advances in QR code, mobile is becoming one of important channels in the fashion retail industries. This study attempts to understand the importance of QR code utilization in creating multi-channel business model. Study objectives are to classify types of multi-channel retailing by QR code utilization and to explore the role of QR code technology in strategic marketing elements for types of multichannel retailer. As an exploratory approach, a total of 78 news articles regarding QR code issues were reviewed and analyzed by focusing on 48retailers seleted in this study. The results found seven dimensions of QR code marketing strategies: abundant product information, additional information contents, transaction accessibility, connectedness to channels, location based service, loyalty program and multimedia advertising. Based a combination of channels and level of mobile apps' activation, multichannel retailers utilizing QR code technology were classified into four types; bricks-click-active mobile model, bricks-click-inactive mobile model, bricks-click model, and click-active mobile model. There were differences of using QR code marketing strategies among multichannel models. According to results, for bricks-and-mortar retailers, QR code was critical to integrate shopping experience with merchandise or sales promotions across channels. In addition, for non-store retailers, the QR code utilization was successful in expanding mobile channels, which can promote retail sales by a two-way interaction with customers via the mobile apps.

• Journal of Fashion Business
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• v.25 no.1
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• pp.165-178
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• 2021

With rise in economic activity of fandoms, fashion brands often collaborate with K-pop stars such as BTS to enhance brand preference and sales. This study analyzes why people engage in fandom activity and its effects on collaboration fashion brand preference by focusing on 'BTS' and fandom 'Army'. This study aims to provide information to establish marketing strategies by identifying the influence of fandom culture related to the Korean Wave and the fashion industry, and empirically analyzing factors affecting active customer formation for long-term growth. The data were collected from BTS fan club 'Army' and a total data sets were analyzed using SPSS25.0 statistics program. The findings of this research were as following. Frist, BTS fandom motivation were identified as Need for Approval, Communication Need, Professionalism Need, Need to Belong, Consumption Need and the BTS fan groups were categorized into 3 groups. Third, comparing BTS goods values and collaboration brand preference an excess in each group was revealed. This study is significant because it provides essential data for the marketing strategy of fandom market by comparing marketing effects of BTS with the characteristics of fandom consumers and identifying the different desires of each group. As a result of this research, it can be seen that BTS an influential leading brand, has been adopted, and the research direction of empirical analysis has been presented. In practice companies can select specific fandom targets by using the sub-levels of fandom types that have become clear and implement marketing strategies of the fandom market.

• Korean Institute of Interior Design Journal
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• v.21 no.2
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• pp.123-132
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• 2012

In the trend of concentrating on the consumer driven experience market as a new marketing concept according to the improvement of life standard and the change of consummation pattern, SPA brand has applied experience marketing strategies to the market successfully to be grown constantly with consumer secure and production of business benefit through brand image and positive consumer attraction. Therefore, this study aims to research the experiential representation element and attribute in the competitive Global SPA brand space due to the sustainable growth from the recent domestic fashion market based on the strategy type of the experiential marketing. Thus, the experiential marketing strategy type was drawn based on the experiential marketing and the theoretical reflections of Global SPA brand, and the SPA brand space was classified depending on the attribute of the commercial space for making the framework of case analysis, so it was progressed as the method of analysis through the experiential representation attribute in the SPA brand space. The marketing strategy and representation for advertising the image of company and product message by the SPA brand should be planned, so successful application of the experiential marketing to the shop is connected to the corporate interests, and forming the meaning more than space by impressing on the consumers the brand and arousing the emotional experience of the consumers and meeting the consumers' a variety of needs had effects on forming a lasting relationship between the brand and consumers. Therefore, this study is expected to be an opportunity to vitalize the domestic SPA brand behind the competition with the Global SPA brand.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.935-951
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• 2013

The recent entry and heated competition of numerous fashion brands in the luxury fashion market have all compelled luxury businesses to change. The issue of brand equity has emerged as one of the most critical areas for luxury marketing management. Despite strong interest in the subject, there is little evidence of how brand equity is created by marketing activities and what their effects are. This study identifies the effects of luxury marketing activities on the brand equity of luxury items, utilizing Keller's (2001) 'CBBE (Customer Based Brand Equity) Model' as a theoretical framework. Based on literature review, a conceptual model for brand signature, heritage, premium price, controlled distribution, and promotion on customers' view on brand equity was tested. To test the hypothesized building paths of luxury brand equity, statistical analysis were performed with an AMOS 7.0 program using a confirmatory factor analysis and structural equation model. The results were: First, luxury brand equity was defined in terms of four components (brand awareness/association, customer judgment, customer feeling, and customer-brand resonance). Second, the proposed conceptual framework of this study was partially significant. We can provide an effectiveness of Keller's CBBE model to conceptualize the building process of luxury brand equity; subsequently, marketers should develop core elements to position a brand strategy to create a competitive advantage.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.8
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• pp.1180-1189
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• 2007

The purpose of this study is to search the level of localization strategy of imported brands in Korean Market, to investigate relationship between the brand characteristics and localization strategy, and to study the case about localization strategy of the brand selected according to the type of brand. The survey research was employed and for the data analysis, descriptive statistics, one-way ANOVA, and multiple-regression were used. For the case study, interview with the person who works in the each kind of company was used. The results of this study were as follows: Firstly, the level of localization strategy is found in order price, place, promotion and product. Secondly among the brand characteristics, type of brand, proportion of garments, price zone, launching time, number of shop are related with localization strategy, but turnover and number of the staff are not. Thirdly, license brand has the characteristics like as national brands and the differences between the branch and the agent is confidence and communication that are the basic elements of localization. This study can help national brands to refer the localization strategy and provide the understanding of localization strategy of imported brands in Korean fashion market.

• Journal of the Korean Home Economics Association
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• v.40 no.1
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• pp.135-146
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• 2002

The Purpose of this study was to identify the sensibility elements and the evaluative dimensions of internet fashion shopping mall to supply optimal experience to the customer. First, association words for internet fashion shopping mall by open-ended method and sensibility-expression-adjective feeling as navigating personally 57 shopping mall dealing with fashion products were collected. Collected adjectives were ranked after making index by frequency and diversity. Then, correlation analysis was executed to extract independent adjective and their opposite words. Semantic differential scale was made for internet-fashion-shopping-mall-evaluation. After preliminary investigation with this scale, factor analysis was implemented. 12 sensibility evaluation words were extracted. Then, 200 subjects evaluated satisfaction degree for 8 selected shopping mall. To explain the hierarchy of internet fashion shopping mall, cluster analysis was applied. The understanding of sensibility element and evaluative dimensions of internet fashion shopping mall can be utilized efficiently as basic materials when marketer plans internet shopping mall design and makes marketing strategy.

• The Research Journal of the Costume Culture
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• v.16 no.2
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• pp.369-381
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• 2008

The objectives of this study are to observe the theoretical background of brand extension, to compare & analyze the cases of brand extension in Domestic and abroad based on the existing studies to present the characteristics of brand extension strategies, and to contribute to the establishment of marketing strategies of brand portfolio for the globalization of national brands. As for the methods of research, literature review and case study were combined. As a result of the case analysis, fashion business possessing a lot of brands have powerful competitiveness when they consider the brands as one unit and manage them with definition and insight to produce mutual synergy. Given that brand environment is being complicated and diversified with market segmentation, brand extension, various product groups, numbers of competitors, and complex distribution structure, the hierarchical structure of brand may have even more significance as a strategy.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.2
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• pp.232-249
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• 2022

As the postsecondary school-age population continues to decline, the competition among universities to attract potential students has intensified. As an alternative, we propose to introduce a collaborative marketing strategy to universities to gain the attention of precollege students and parents. This study examines perceived fit, the prestige of university and fashion brands, consumption values, and the category of fashion brands in the context of collaboration between university identity and fashion brands. Utilizing an online survey, we collected 391 responses. The results indicate that perceived fit between universities and fashion brands has a significant impact on the purchase intention of collaborative university merchandise. In addition, the prestige of fashion brands plays a key role, while the prestige of universities has no direct effect on purchase intention. However, the indirect effect of university prestige on purchase intention mediated by perceived fit is significant. Also, this study confirms that social value and emotional value have significant impacts on purchase intention. These findings present a guideline for selecting a collaborative partner, which is the most important task in a collaboration strategy. Finally, merchandising strategies reflected consumption values based on precollege students and their parents' needs are proposed.

• International Journal of Costume and Fashion
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• v.15 no.2
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• pp.19-36
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• 2015

The purpose of this study is to research the purchasing behavior according to the pursuit benefit for outdoor wear and to present a direction to outdoor wear. Questionnaire survey was administered to 533 male and female adults in their 30s to 40s living in Seoul and Gyeonggido from May 1 to 15, 2014. Concerning the statistic treatment for data analysis, SPSS for Window 18.0 was used to carry out frequency analysis, factor analysis, reliability test, cluster analysis, ANOVA and Duncan test as post-test. Benefit was drawn out as 4 elements including 'showing off & brand benefit sought', 'fashion benefits sought', 'functionality benefits sought' and 'economic benefits sought'. Group analysis according to benefit showed that it was materialized to 'multiple benefit sought group', 'unconcern group', 'showing off & brand benefit sought group' and 'utility benefit sought group'. There is an academic significance in that this research found out the level of benefit in purchasing outdoor wear and the difference of purchasing behavior by consumer groups according to benefit. This result might be used efficiently by marketers in outdoor clothing industry in classifying consumers and establishing the marketing strategy to deal with it.