• The Research Journal of the Costume Culture
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• v.12 no.1
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• pp.41-58
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• 2004

The purpose of this paper was to propose the efficient strategies of internet fashion shopping malls to success in the internet shopping mall market growing rapidly. Representative 5 internet fashion shopping malls - Halfclub, Fashionplus, e-Hyundai, Hansol CSClub and LGeShop - were selected and in-depth interviews were performed to analyze their marketing 4P's strategies. The results of this study are as fellows. Five shopping malls'main targets are women in twenties and early thirties. The price strategies are various according to shopping malls'character. In general, there are small amounts of discounts on new products(about 5%) which are sold by department stores. Shopping malls executed delivery of goods by cooperation with distribution companies and direct distribution of subcontract companies. Shopping malls are sending e-mails to the members as a promotion strategy. CRM(Customer Related Management) is partially implemented. Joint purchase and various events are conducted frequently. Shopping malls guarantee exchange and refund services.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.6 s.165
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• pp.879-891
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• 2007

Forecasting is a critical task for fashion companies because of continuous change in fashion and long process lead-time. Therefore, it is of great importance for both scholars and companies to understand how forecasted fashion styles are accepted by consumers. This research aimed to investigate consumer acceptance of fashion styles in Korea. The study examined and compared oversea collections of women's wear to the street fashion in Korea for seven seasons from 02 s/s to 05 s/s. Information on oversea collections were obtained from the magazine, Fashion Show, and the street fashion information from Seoul Fashion Design Center. The results showed that overall trends presented in oversea collections have been well accepted, while acceptance of specific styles or items varied. During the period of this research, sporty style and feminine style were very strong in the street fashion. Many styles and items were modified and selectively accepted probably because of cultural differences and limitations of mass production. Some styles which were presented in oversea collections were not accepted in Korea, and at the same time some cases were observed only in the street fashion in Korea. The results of this study provide guidelines for Korean apparel companies in merchandise planning and empirical findings to deepen the understanding on Korean society with respect to fashion.

• Journal of the Korean Home Economics Association
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• v.41 no.10 s.188
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• pp.185-198
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• 2003

Fashion is a field that responds sensitively to social and cultural atmospheres, brings about constant change due to consumer demand for new items in new fashion trends and in the latest design. The fashion industry tries to predict what kind of clothing the customers desires and produces fashion products according to trend information stated by fashion information services. This research analyses the relativity between the trends stated in the fashion information books and what consumer accept, and with this information find the application of trend information books in the planning of domestic woman's clothing. The used information books were based on Samsung Fashion Institute and Interfashion Planning, Inc. The 02/03 F/W season emphasized restoration-romantic, nostalgic mood themes. Fashion trend information and consumer acceptance condition tend to concentrate on trend themes given tv fashion information companies. In other words, $Sincere\;girl(39.04\%){\to}Frontier\;girl(34.92\%){\to}Dark\;lady(18.43\%){\to}Lady\;belle(7.59\%)$ in this order Also when looking into the consumer's wearing, no one theme appears by itself and the themes are mixed accordingly to one's lifestyle and sensibility. Accordingly fashion information organizations must provide precise fashion trends according to consumer sensibility & consumption and also compare trend information to consumer fashion trends each season. With this precise information the planned design plans will help the domestic fashion markets, which are gradually overrun by foreign brands, develop a unique and original fashion product that meets consumer sensitivity needs, and develop a new stepping stone for fashion companies and the relative fashion industry and furthermore contribute to the advancement of overseas markets.

• Journal of Fashion Business
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• v.10 no.3
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• pp.87-99
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• 2006

For comprehending the duties of fashion designer, Sharon(1989) has suggested to look at the procedure how the goods are being produced. The purpose of this research is to identify the task of domestic fashion designer by comparing and analyzing one's work range and performing level in the fashion merchandising process according to the brand types which one is involved in. The preliminary research for the questionnaire was conducted with 5 chief designers of woman's apparel manufactures in Seoul. They were asked to judge if designer's tasks fit to their carry-out operations in the pre-fixed questionnaire which had been done based on preliminary researches and literatures related with fashion merchandising process. The contents of research questionnaire are 11 questions to understand the general characteristics of companies and the participated subjects, and 42 questions to understand the designers' operations. For the selection of NB, among 503 domestic female apparel brands that were in 'Korean Textile Fashion yearbook (2002-2003), the companies that were located in Seoul and possible for cooperation by researcher's personal relationship were selected. For DB, cooperation was requested for brands that were located in Seoul among the 137 brands that participates on Domestic Collection. For GB, 50 stores were selected at random or by personal relationship among 32 GB shops such as Freya Town, Doosan Tower, New Zone, and so on. Total 300 questionnaire distributed to the designers, 192 copies were used for final data analysis. For data analysis, descriptive statistics and ANOVA, Sceffe test were used using SPSS V. 11 1. The participated fashion designers operated 41 categories of suggested 42 categories in the fashion merchandising process. 2. The ranges and contents of tasks in the fashion merchandising process that fashion designers mainly carry-out are very different according to the brand types and showed much different level of task carry-out. Only in the categories of 'fashion trend information' and 'design ideation', all three brand type showed the highest level of task performance. And the design related tasks presented common higher level of performance than the other tasks in all brand types. In order to comprehend the operation of fashion designer, various approaching methods are required according to various apparel manufactures' characteristics.

• Journal of the Korean Society of Costume
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• v.29
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• pp.183-196
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• 1996

Study on the Apparel Advertising Strategy and Popular Music Singer. From the 1990s popular musics begin to reflect modern fashion. Especially those dance musics such as Rap or Reggae captivate teenagers through the mass media. So middle-low price causal cloth-ing companies hire the most popular singers as their role model. this marketing strategy succeeds to increas their sales and now many companies compete to engage famous singers,. in western countries where the music and the fashion have interacted for some times famouse singers express their personalities through the clothes they wear. The consumers try to imitate them by puchasing smiliar clothsing. And it makes the apparel company to produce more goods. However if those companies continue to be shiortsighted in terms of increasing sales in the shortrun with out their personality and differentiation brand concept. they will only instigate the teenager's consumptionand they'll fail to create their own fashion-style.

• Fashion & Textile Research Journal
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• v.21 no.2
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• pp.179-188
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• 2019

Domestic apparel products labeled as 'Made in Korea' in the Chinese market are recognized as a high quality products due to the influence of the Korean Wave (Intergen Consulting Group, 2007). This study analyzes the patterns and order arrangement types of a fashion brand company commissioned to produce apparel in Seoul, Korea in order to rebuild a network of small sewing factories scattered in Korea, reorganize operations, and to find the possibility of regenerating the Korean sewing industry by establishing contact points with domestic sewing factories. We surveyed 100 apparel brand companies in Seoul listed in the 2014/2015 Korea Fashion Brand Annual (Apparel News, 2014) and conducted a questionnaire survey on the company's general management status, type of fabric materials dealt with, and major contact points and methods of production handling. The frequency analysis indicated that the main production material with cloth type was woven fabric with ladies' clothes. The Planning MD team has the highest rate of ordering production with delivery method to the production factory after purchasing fabric and trims. Most respondents answered that they would select a production factory based on recommendations from acquaintances. This was due to a lack of no objective indicator provided by the sewing factory at present and the absence of objectively proceeded communication with brand companies. In this study, we analyze various conditions and measurements for production arrangements from a fashion brand company to revitalize sewing factories in Korea.

• Journal of Fashion Business
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• v.20 no.1
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• pp.53-68
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• 2016

The purpose of this research was to evaluate the possibility of sustainable development of online advertisements conducted by fashion companies. Factors composed of sustainable development indexes of online advertisement that had been developed in previous studies were identified, and then the relevance between purchase intention and advertisement experience was evaluated. An online survey of 573 persons in the 20 to 40 age range who own mobile phone and have experienced online advertisements of a fashion brand or a fashion company was conducted. The data collected from the survey and the results are as follows. First, the validity and reliability from confirmatory factor analysis of six factors (namely, personal information protection, web use infringement, advertisement expression harmfulness, advertisement expression objectivity, emotional responsibility, and environment-friendly) and 21 questions was confirmed. Second, it confirmed that consumers gave low points to the evaluation of sustainable development indexes of online advertisement of fashion companies. In particular, that consumers gave low points with regard to both environmental friendliness and web use infringement. Third, it was identified that personal indexes such as personal information protection, web use infringement, and indexes relating to advertisement expressions do not directly influence the consumer's purchase intention. However, social indexes like emotional responsibility and environmental friendliness do have an influence on the consumer's positive action intention.

• Journal of Fashion Business
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• v.26 no.3
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• pp.50-71
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• 2022

This study aimed to present pioneering data on the use of Metaverse through a case study on the use of Metaverse by luxury brands and to reveal the intrinsic value of Metaverse in the fashion industry. The study was conducted based on literature data such as various articles and papers related to Metaverse and cases of luxury brands. For luxury brands data, we used Interbrand and LYST. As a result, Gucci, Louis Vuitton, Balenciaga, and Burberry were selected. Examples of the use of luxury brands' Metaverse use include; Gucci actively embraced digital technology and used Metaverse technology for the most diverse purposes such as promoting new products, opening seasons, and experiences. Louis Vuitton and Balenciaga focused on the entertainment and games. Burberry focused on promoting and experimenting with new products. As a result of the study, the intrinsic value of the Metaverse is as follows. First, there are no restrictions on time, scale, and institution. Second, active information acceptance is possible; Information can be selectively accommodated through participation and communication using Metaverse. Third, customers and businesses interact in equal positions. As customers participate and communicate, their ties with companies deepen, thus the can create a brand image together. Through Metaverse fashion, customers experiences are not limited to reality and the can directly access optional information. Based on the above examples and values, we hope those fashion companies and Metaverse media will innovate desings to match the trends and the seasons.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.6
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• pp.963-986
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• 2022

This article surveys the fashion forecasting industry in Korean domestic markets. With the rise of new media and devices with high technology, the paradigm of fashion trends forecasting systems has dramatically changed. New perspectives of trend forecasting are required to understand the trend flow and consumer behavior of the MZ generation. The research questions are as follows: 1) Major trend forecasting companies studied the development of their strategies and new forecasting methods. 2) The consumers' needs in the domestic market were analyzed. The influence of the trend companies' forecasting on the market was investigated. The results are as follows: 1) International trend forecasting significantly affected the domestic market. The concordance rate between consumers' online searches about fashion trends was approximately 70.14%. The match rate by category is as follows: The highest rate, 85.06% is from pattern and print, color is 83.92%, the item is 80.39%, and style is 54.32%. 2) Specialized information such as the Pantone color chart is being widely consumed, leading to a trend among the masses. 3) The Korean-specific socio-cultural background has an impact on domestic trends.

• Journal of the Korea Fashion and Costume Design Association
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• v.20 no.3
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• pp.115-128
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• 2018

The purpose of this study is to systematize various clothing production methods that domestic fashion brands are utilizing to produce fashion products, and to propose effective clothing production methods according to the characteristics. The research methods are contents analysis method of the literatures, articles, reports, and interviewing method of the practitioners who are in charge of the production of fashion. First, the clothing production methods of the domestic fashion brands are categorized as follows. It is divided into a fashion brand management method and a promotion company entrustment method based on who carries out the clothing production and management. The fashion brand management method is subdivided into the 'rental-production', 'CMT', and 'self-production' methods. All three methods are performed at domestic and global sourcing, but the CMT method is more utilized at the global sourcing. The promotion company entrustment method is subdivided into the 'full consignment production method', the 'CMT method involving promotion company', and 'direct buying method by promotion company'. All methods are performed at domestic and global sourcing. Second, the results of reviewing effective clothing production methods, according to characteristics are as follows. If fashion brands control the production and management, they use all three fashion brand management methods. The fashion brands use the promotion company entrustment method when they wants to offer special products, or the number of items is large, or the production management is difficult, or the manpower and equipment size is reduced. The domestic sourcing is utilized by fashion brands and promotion companies when production management is required for high quality apparel production, in case of trendy and complex designs, spot production, and in small quantity production. The global sourcing is utilized by fashion brands and promotion companies when it comes to lowering the production cost, fashion brands preferred the mass production of apparel with design that can be pre-planned.