• 복식문화연구
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• 제21권2호
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• pp.287-300
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• 2013

The aim of this study was to find typology of fashion-related mobile applications through exploratory investigation and to investigate differences in Korea and U.S. App stores. And then, through the qualitative evaluation about fashion mobile applications, this study proposes fashion mobile application's design and contents which can be preferred by users. By conducting keyword search in each store, 122 Korean applications and 150 US applications were analyzed. Empirical findings revealed that there were seven major types of fashion mobile applications: brand, magazine, information, SNS, game, shopping and coordination. Information type applications took up the largest portion, and SNS and game type applications showed higher ranking among customers. There were more game Apps in US and more shopping Apps in Korean stores. More free Apps were found in Korean App stores, whereas relatively more paid Apps were found in US App stores especially in game, magazine and information type applications. And as a result of usability evaluation of fashion mobile application, users prefer SNS and information category application to shopping and brand category. Also users want continuous improvement and new contents for fashion mobile application.

• 복식문화연구
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• 제24권4호
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• pp.483-497
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• 2016

The importance of marketing on mobile platforms as well as mobile commerce is increasing dramatically in fashion industry. The purpose of this study was to categorize mobile fashion marketing strategies and to examine application usage motivations that influence brand attitude, purchase decisions, and post-purchase evaluation. Qualitative research methods, in particular focus-groups and in-depth interviews, were conducted to examine the typology of mobile marketing and fashion application usage motivations. Then, a modified survey was used to quantitatively examine what content consumers expect from fashion applications. Results of the qualitative study indicated that consumers perceive sensory (visual, tactile, auditory), relationship, information and practical marketing strategies through motives. Survey result from 229 consumers revealed four fashion application usage motives: sensory, relationship, information and practical. Based on these motives consumers were segmented into three groups: the experience/relationship-conscious, the product information-conscious, and the lifestyle information-conscious. The product information-conscious group showed higher level of monthly income and clothing expenses but lower level of mobile device usages. Lifestyle information-conscious group and experience/relationship-conscious group had higher level of attitude, and post-purchase evaluation. It was experience-relationship conscious consumers who spent more time in mobile use. This study shows a better understanding of mobile marketing environment of fashion applications.

• 한국의상디자인학회지
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• 제22권3호
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• pp.139-153
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• 2020

Today, the proliferation of smart-phones and other mobile devices is bringing many changes to people's daily lives. Recently, the mobile shopping market has grown rapidly and has become a center of distribution. Furthermore, the consumer mobile fashion market is expected to expand and mobile fashion consumers' shopping tendencies will gradually become segmented. Differentiated marketing strategies for mobile fashion companies are to become essential. This study intends to understand the propensity of mobile fashion shopping and the importance of fashion app attributes, and their impact on mobile fashion shopping customer satisfaction and loyalty. The research aims to identify shopping trends and buying behaviors of mobile fashion consumers, find ways to increase mobile fashion shopping purchases, and help develop the mobile fashion market. The results of this study are summarized as follows. First, the compilation and the economics of the mobile fashion shopping propensity factors were shown to have a significant impact on product information, product reviews, and service quality, which are in turn important factors for fashion app attributes, whereas convenience only had a significant impact on service quality. Second, product information and service quality, which are also important factors for fashion app attributes, have a significant impact on mobile fashion shopping. Third, customer satisfaction concerning mobile fashion shopping has a significant impact on loyalty. Mobile fashion shopping customer satisfaction increases loyalty. Increasing the satisfaction and loyalty of mobile fashion shopping will lead to increased sales using mobile fashion shopping apps(Site) and become apparent in the results of mobile fashion companies. Therefore, various efforts by mobile fashion companies will be needed to satisfy their customers.

• 디지털융복합연구
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• 제11권1호
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• pp.153-163
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• 2013

스마트기기의 보급으로 애플리케이션의 수요가 급격히 증가하고 있다. 기업은 애플리케이션을 마케팅의 수단으로 적극적으로 활용하고 있으며, 특히 패션기업은 애플리케이션을 소비자와 소통하는 수단으로 이용하여 브랜드 노출과 이미지 개선을 시도하고 있다. 본 연구는 스마트기기 사용증가에 주목하여 모바일 쇼핑동기를 알아보고, 소비자의 패션애플리케이션 수용에 대한 지각과 패션애플리케이션의 여러 가지 속성에 대한 속성 중요도 판단에 미치는 영향을 알아보았다. 20-40대 남녀를 대상으로 한 실증적 연구 결과, 모바일 쇼핑동기는 편리성, 편재성, 충동성, 경제성으로 구분되었고, 패션애플리케이션의 속성은 콘텐츠, 지속적 관리, 디자인/가시성, 다운로딩, 커뮤니티로 구분되었다. 모바일 쇼핑동기는 패션애플리케이션 속성 중요도에 영향을 미치는 것으로 나타났고 패션애플리케이션 수용은 패션애플리케이션 속성 중요도에 영향을 미치는 것을 알 수 있었다. 본 연구는 패션애플리케이션의 잠재적 사용자라고 할 수 있는 모바일 쇼핑 사용경험자를 대상으로 연구함으로써 아직까지 활성화되지 않은 패션애플리케이션 속성에 대한 실증적 분석을 하였다는데 의의를 갖는다.

• 한국의류산업학회지
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• 제14권6호
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• pp.941-951
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• 2012

As smartphones permeate the consumer lifestyle, branded application and mobile shopping have also received increased attention as an important marketing channel. This study identifies the general information about the use of smartphones, attitudes toward fashion applications, and mobile shopping intentions for smartphone users. Focus group interviews were conducted and 22 interviewees participated. The age of the participants ranged from 21 to 45 years old (55% were females). When examining the motivation to adopt a smartphone, respondents presented the comparable characteristics of early adopters and late adopters according to the time of adoption. Most respondents over the age of 30 showed some troubles to use a smartphone; however, participants in their 20s tended to enjoy exploring the new technology. More than half of respondents were aware of fashion applications, but were dissatisfied with fashion apps and used them infrequently. Respondents pointed out that fashion related apps were not too practical because they were not updated regularly, provided only limited information, and focused on brand promotions. In order to increase the intention to adopt mobile shopping, the price and payment security system needs to be considered. This was an exploratory study to identify the possibility of fashion branded apps as a major distribution channel. The findings of this study provide fundamental information to formulate marketing strategies for fashion businesses that have developed fashion apps.

• 한국멀티미디어학회논문지
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• 제22권8호
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• pp.897-912
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• 2019

The growth of domestic fashion industry market went sluggish affected by long-term slow growth and shrinking consumer sentiment since 2012, and the entire market has shown a slight growth since 2017. Yet only some conglomerates or global businesses experience this growth. Small and medium-sized fashion companies or rising fashion designers in South Korea, face real limitations and problems poor capital, lack of professional workforce, experience, information and educational opportunity as well as difficulty of acquiring distribution network, which lead to further polarization between conglomerates and small businesses. Thus, this study proposed mobile virtual viewer system-based collaborative application prototype capable of overcoming limitations and problems drawn by analyzing business environment of domestic brands launched by rising fashion designers. Especially, through applied template-based 3D virtual fashion design technology and performing the entire process in the virtual reality beyond spatial and temporal restraints, it is assumed that more effective and efficient outcomes can be obtained compared to the previous method.

• 한국의류산업학회지
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• 제15권3호
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• pp.393-405
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• 2013

This study considers the effect of smartphone involvement for purchase intentions in fashion shopping malls based on mobile web apps and on PC web apps; in addition, it investigates the correlation between purchase intention in fashion shopping malls (based on activated PC web apps) and those of fashion shopping malls (based on newly created mobile web apps). The results of this study are: First, the analysis of smartphones factors showed that smartphones consist of 6 kinds of dimensions of 'appearance involvement', 'time and information search involvement', 'application involvement', 'entertainment involvement', 'communication involvement', and 'transaction involvement'. Second, the higher the entertainment and transaction involvement among descriptive variables for smartphone involvement were due to the positive responses displayed towards fashion shopping mall purchases based on mobile web apps. Third, a higher application and entertainment involvement in the descriptive variables for smartphones resulted in a positive response displayed for purchases in fashion shopping malls based on PC web apps shown in a regression analysis that verified the smartphone and purchase intention relationship in fashion shopping malls based on PC web apps. Fourth, consumers with high purchase intention in the existing PC web app based fashion shopping malls were shown to have a high purchase intention in mobile web app based fashion shopping malls due to the results of a correlation analysis that analyzed the relationship between purchase intention in PC web app based fashion shopping malls and mobile web app based fashion shopping malls.

• 패션비즈니스
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• 제20권2호
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• pp.16-31
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• 2016

This study analyzed cases that applied hologram technology in the fashion industry in order to provide basic information for research on fashion marketing using hologram technology. The results of this study are as follows. A hologram was applied to fashion businesses in various ways including fashion shows, outdoor signboards, hologram windows or screens in stores, and launching shows or exhibitions. Most of these cases were foreign fashion brands, which utilized hologram technology actively for formulating a new brand image or for advertising products. Among Korean brands, however, there are not many cases of hologram application. Today, as-being the age of smart devices, the mobile advertisement market is growing rapidly among smart phone users. DKNY and Puma are providing information on styling through smart phone applications, and the Adidas stores in Germany also allow the customers to buy goods by entering a simple code through the smart phone. Recently, new devices are being introduced one by one, which display 2D digital contents in 3D holograms by combining mobile and hologram technologies. The marketing of fashion products is not just for supplying products but is required to satisfy the consumers' five senses. Therefore, the development of experiential contents based on the combination of mobile and hologram technologies will open new potential for profitable business models.

• 복식문화연구
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• 제21권6호
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• pp.877-890
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• 2013

This study was an experimental qualitative study on the characteristics of fashion brand's mobile SNS. The study was focused on mobile Facebook and identified the characteristics of fashion brand's mobile SNS. In-depth interviews were conducted with 10 people in the 20s, who have used fashion brand's mobile Facebook application and currently live in Seoul or Gyeonggi province. After analysis of the in-depth interview data, four characteristics of fashion brand's mobile SNS were identified as follows. First, it was possible to access fashion brand's mobile SNS at any time anywhere, if users needed brand-related information. In this study, this characteristic was named 'fashion accessibility'. Second, it was possible to access update-information using fashion brand's mobile SNS or get up-to-date information about the brand in real-time. In this study, this characteristic was named 'fashion recentness'. Third, it was possible to store or capture fashion brand-related images and texts. In this study, this characteristic was named 'ease of storage of fashion data'. Fourth, fashion brand's mobile SNS was useful in various ways to fashion consumers, so this characteristic was named 'fashion usefulness' in this study. The study extracted 10 sub-characteristics of the characteristics of fashion brand's mobile SNS based on the results of a qualitative study. This study has significant value which suggests directions for future research. Also, this paper is expected to provide managerial implications to fashion companies that need to develop mobile SNS marketing strategies.

• 한국콘텐츠학회논문지
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• 제13권10호
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• pp.461-469
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• 2013

본 연구는 패션콘텐츠의 모바일 유통을 목적으로 콘텐츠 비즈니스 모델을 설계하고자 하였으며 스마트폰 기반의 모바일 어플리케이션을 구현하였다. 단순 패션콘텐츠만을 제공하는 것이 아닌 패션콘텐츠의 활용을 높이기 위한 정보공유 방법과 사용자의 자가 코디를 지원하는 콘텐츠 직접생산, 활용 및 거래 시스템을 구현하고 사용시장의 확대를 위한 접근전략을 제시하였다. 모바일 접근성에 차별화된 콘텐츠 비즈니스 모델과 수익구조를 설계하고자 하였으며 이를 위해서 기존의 연구와 모바일 앱의 현황을 벤치마킹하였다. 연구의 결과로써 Android, iOS 기반의 모바일 어플리케이션을 구현하였으나 낮은 인지도, 낮은 진입장벽, 업계의 빈약한 패션콘텐츠 등의 문제점이 있다. 본 시스템은 제휴기업의 콘텐츠를 제공받아 사용자에게 제공하는 형태이므로 향후 패션 블로그, 카페 등과 연계홍보, 잡지와 같은 패션매거진과의 제휴 등으로 외연을 확대할 필요가 있다.