• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.1
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• pp.148-158
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• 2018

This study analyzes recent trends in fashion retailing instigated by the fourth industrial revolution and approaches the trends in terms of the convergence of big data and artificial intelligence. The findings are as below. First, companies like 'Edited' and 'Stylumia' offer solutions that support the strategic decisions of fashion brands and fashion retailers by analyzing big data using artificial intelligence. Second, the convergence of big data and artificial intelligence scales personalized service on the web as examples of 'Coded Couture', 'StitchFix', and 'Thread'. Third, the insights gained from artificial intelligence and big data help create new fashion retailing platforms such as 'Botshop' and 'Lyst'. Last, artificial intelligence and big data assist with design. 'Ivyrevel' designs digital fashion, assisted by a macroscopic perspective on fashion trends, market and consumers through the analysis of big data. The Fourth Industrial Revolution brings changes across all industries that will likely accelerate. The fashion industry is also undergoing many changes with advancements in scientific technology. The convergence of big data and artificial intelligence will play a key role in the future of fast-moving industry like fashion, where fickle tastes of consumers are the main drivers.

• Korean Journal of Human Ecology
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• v.18 no.6
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• pp.1277-1288
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• 2009

Building strong brand equity has been the most effective method to extend market share and ensure profits. Brand extension strategy by using well-established mother brand names also becomes the most efficient way to enter a new market. The first objective of this study is to conceptualize and evaluate fashion brand equity. The next purpose is to investigate the relationship between mother brand equity and extended brand attitude. The survey was conducted from the 15th to the 26th of June 2009. We conducted a survey with 200 university students and 182 samples were analyzed. The data was analyzed by SPSS 12.0 with reliability analysis, frequency analysis, factor analysis, regression analysis and One-way ANOVA analysis. The results of this study are as follows. Firstly, the factors of brand equity based on customers were "Brand Satisfaction", "Brand Reliability", "Brand Personality/Value", "Brand Characteristic", and "Brand Edge". Secondly, the order of brand equity based on customers in this study was Polo, Beanpole and Tommy Hilfiger. Lastly, results revealed that brand extension was positively influenced by all factors of mother brand equity.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2007.11a
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• pp.107-112
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• 2007

The rise of the machine culture in the last 20th century has rapidly changed the world into a high-tech civilized society but at the same time, it also caused environmental estrangements such as damage in the environment and the loss of humanity in the human society due to materialism. As a reaction to the absence of humanity in such environment, in these modern days design which acts as the product of public art, escaped from the previous physical functional satisfaction and stood out as the culture industry that satisfies human's sensibility. This study is focusing on the method of how such sensitive designs are expressed in the interior space of retail shops and such methods are researched through the image evaluation test conducted to the 10 brands of overseas' jewelery shops. The purpose of this study is to analyze the meaning and effects of designs that took consideration of sensibility in a retail shop and to establish efficient marketing strategy using sensitive design and to utilize it into the interior space.

• The Journal of Economics, Marketing and Management
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• v.11 no.1
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• pp.1-12
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• 2023

Purpose: This study identified the effects of the three types of consumer interactions on the utilitarian and hedonic values experienced by community members, their degree of participation, and brand loyalty. In addition, the mediating effect of virtual interactivity between the interactions that occur within the online brand community and the value experienced by community members was also identified. Research design, data and methodology: An online survey was distributed, and the data gathered was analyzed using structural equations modeling. Results: Test results showed that product-information interaction has a positive effect on utilitarian value and interpersonal interaction has a positive effect on hedonic value. Human-computer interaction was found to have a negative effect on hedonic value and no significant effect on utilitarian value. Furthermore, it was revealed that among the three types of interactions, virtual interactivity had a mediating effect only in the relationship between human-computer interaction and hedonic value. Moreover, utilitarian values experienced by community members affected their level of participation which ultimately enhances brand loyalty. Hedonic value did not affect their level of participation within the online brand community. Conclusions: When marketers establish online brand community strategies, they must place elements that can directly help the use of brands and products.

• The Research Journal of the Costume Culture
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• v.31 no.6
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• pp.806-823
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• 2023

The aim of this study was to analyze the design characteristics of Chinese fashion designer Feng Chen Wang and interpret their implicit meaning from a neo-deconstruction perspective. A review of domestic and foreign literature, outlined the develop- ment of deconstruction and neo-deconstruction, with neo-deconstruction's aesthetic features termed 'traditional fusion', 'positive playfulness', 'open communication', and 'multiple inclusiveness'. These features informed an analysis of Feng Chen Wang's fashion design. Four key findings emerged. First, 'traditional fusion' combines traditional Chinese colors, items, handicrafts, and patterns with modern design to break down boundaries between past and modern, tradition and fashion. Second, 'positive playfulness' promotes creativity and fun, using bright colors, exaggerated accessories, and playing withthe composition of traditional clothes to create a positive atmosphere. Third, 'open communication' emphasizes design that combines practicality and creati- vity in response to consumer needs, incorporating the thoughts arising from individual experiences and interest in social phenomena. Fourth, 'multiple inclusiveness' breaks down boundaries of sexuality, hierarchy, and body shape, embracing various ideas of beauty and respecting uniqueness through design that are seen as available to all. Using a neo-deconstruction perspective, Feng Chen Wang provides novel product planning ideas for Chinese fashion brands and reflects the values and meaning of modern design pursued by contemporary Chinese designers.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.6
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• pp.1204-1220
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• 2023

With the rising importance placed on sustainability for brands, a plethora of research addresses consumer responses concerning eco-friendly products. While positive effects of eco-friendly traits on beauty products have been discussed, this study addresses a wide research gap in the makeup category. Based on the goal-attribute theory and the lay theory of ethicality, detrimental effects of eco-friendly ingredient claims on perceived appearance enhancement attributes (AEA) were examined. A between-subject, single-factor (eco-friendly ingredient claims present vs. absent) web-based experimental design tested the effect of conditions on makeup products that emphasized AEA. Results found a negative effect of eco-friendly ingredient claims on perceived AEA, supporting previous literature regarding the 'green gap'. Evidence showed that perceived AEA fully mediated the effect of eco-friendly claims on purchase intention, which was moderated by AEA preference. Interestingly, findings show that the purchase intention of respondents with a near-average preference for AEA was not moderated. Results contribute to preexisting literature by extending the lay theory of ethicality and product function mismatch to the field of makeup. Managerial implications are discussed, including opportunities for eco-friendly makeup products to appeal to alternative benefits.

• Fashion & Textile Research Journal
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• v.26 no.3
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• pp.265-272
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• 2024

In the current era of rapid digitization of the fashion industry, this study aims to facilitate the digitization of local Hawaiian fashion products. The research compares and analyzes the patterns and colors of digital clothing products sold on Zepeto, a metaverse platform, and those of physical products sold both, online and offline, by six specialized brands with stores in Honolulu, Hawaii, or Hawaiian signature clothing products. The following results were obtained: First, physical products generally display various patterns, such as animals, plants, geography, regions, and beaches. However, the pattern diversity of digital products is relatively limited, with a tendency to focus on plant and animal designs, which are Hawaii's signature patterns. Second, the color analysis results demonstrate that chromatic color groups, such as blue and red, were the most popular in physical products, whereas digital products used mostly green and neutral colors. Considering that physical products are sold both, online and offline, this is presumed to be due to differences in expression techniques and customer responses to digital and physical products, rather than market differences. To facilitate the digitization of Hawaiian local fashion products, a library that accommodates physical products in a variety of patterns and colors must be secured, and continuous modifications must be made to match the overall fashion trends.

• The Research Journal of the Costume Culture
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• v.26 no.1
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• pp.56-72
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• 2018

In recent years, there has been increasing interest in the senior people in our aging society. This paper will give an account of the current cases of senior shift. The first section of this paper will examine a conceptual approach based on a literature review and analyze case studies of senior shifts by national fashion and beauty brands. It will be helpful for the 'New Senior' consumer group, which in emerging in an aging society. The research methods applied were a literature review and a case study, and a database search was conducted to determine the current situation of global brands. The results of the literature review showed that seniors can be classified into four types based on their physical aging condition and emotional tendency: Prime Senior, Smart Senior, Rational Senior, and Slump Senior. The first thing that needs to be said is that the Prime Senior type is found commonly in as a way to appoint a senior model in order to switch brand image. Cases of the Smart Senior type appeared only in the beauty field, which attempted multilateral approaches such as launching products exclusively for seniors and offering make-up services after improving the usability and functionality in response to senior consumers'needs. However, as no cases of senior shift were found for the Rational Senior and Slump Senior types in either the fashion or beauty field, future studies should explore the market approaches used in those categories.

• Journal of Distribution Research
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• v.13 no.1
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• pp.61-77
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• 2008

This study proposes new fashion brand evaluation criteria. In developing the criteria, we emphasize the following considerations: first, the object of the evaluation should be the brand rather than the products or store second, the "new" brand should be the "new" brand from the consumer's perspective finally, only fashion brands available in department store are included to examine the relationship between evaluation criteria and consumers' relationship quality perception with a department store. Our data analysis of an online survey panel sample of 537 female consumers produced six new fashion brand evaluation criteria: merchandise power, in-store communication, brand/company image, salesperson, VMD, and assortment variety. New fashion brand evaluation criteria factors include both brand attributes and store attributes. Brand-related evaluation criteria are merchandise power, assortment variety, and brand/company images, whereas store-related criteria are VMD, salesperson, and in-store communication. The associations among brand evaluation criteria, brand attitudes, and the consumers' relationship quality with department store were tested by regression analysis.

• Fashion & Textile Research Journal
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• v.16 no.3
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• pp.421-433
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• 2014

The aim of this study was to provide compression wear manufacture brands with information needed for product development. 8 tops and 7 bottoms from widely recognized compression wear manufacture brands were selected, and their product structural elements were analyzed, too. The results showed that most compression wear designs were applications of cutting lines designed considering muscle movements of the human body. The average number of cutting lines for patterns and designs were 14 for tops and 15 for bottoms. Different colored material was mainly used on the top for areas that require ventilation or high movement during sports for tops, and for areas that require muscle and joint support during sports for bottoms. The functionality of top materials were found to be stretch, muscle support, moisture absorption and high speed drying, warmth and ventilation for tops, in order of frequency, and stretch, muscle support, moisture absorption and high speed drying, and pressure for bottoms, in order of frequency. Tops were cut in the direction of the lengthwise grain, and bottoms were not only cut in the direction of the lengthwise grain, but also in the direction of the crosswise grain and bias for many products. Tops consisted of an average of 13 organically connected panels, and bottoms consisted of an average of 18 organically connected panels, which was analyzed to improve functionality. The average clothing surface area stretch rate was 85.7% for tops and 70.0% for bottoms, indicating that bottoms were designed to have higher strain rates compared to tops.