• Asia Marketing Journal
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• v.14 no.4
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• pp.95-116
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• 2013

AMOREPACIFIC has rapidly grown to become a successful global brand by persistently seeking and achieving success in foreign markets. In 2011, AMOREPACIFIC was ranked as one of the global top 20 cosmetics companies. What makes AMOREPACIFIC's global success noteworthy is that AMOREPACIFIC challenged the France and the US market, where competition level is the toughest. Lolita Lempicka, AMOREPACIFIC's perfume brand, was chosen as one of the top seven most popular brands in the women's perfume market in France. In addition, Amorepacific, AMOREPACIFIC's namesake skincare brand, is currently recognized as a top prestige brand in the USA. Their success played a significant role as a bridgehead for AMOREPACIFIC in becoming a global cosmetics company. The main object of this case study is to analyze how AMOREPACIFIC became a global cosmetic company through building key brands such as Lolita Lempicka and Amorepafic, among others. Therefore, this study reviewed AMOREPACIFIC's unconventional approach in launching Lolita Lempicka in France, and Amorepacific in the US by focusing on how they foresaw the future opportunities and employed innovative marketing strategies. Specifically, we focused on Amorepacific's marketing strategy under the critical period when AMOREPACIFIC achieved great success in France with Lolita Lempicka (between 1997 and 2004) and in US with the brand, Amorepacific (2003-2008). The case of AMOREPACIFIC's success in the global markets can give valuable lessons to companies that want to extend their businesses to foreign countries and ultimately become global. One such lesson is the importance of building a successful pioneer brand in a powerful bridgehead market. While domestic competitors first entered into less competitive markets such as those in South-East Asia, AMOREPACIFIC challenged the toughest markets such as the French and US markets where the incumbent companies waged the most intensive and severe battles against Lolita Lempick and Amorepacific. Through the success in France and US market, however, AMOREPACIFIC built a powerful base for its successful global expansion. Another valuable lesson is the importance of foresight in uncovering great opportunities hidden behind the trends without losing focus on the brand's core character and values. Lolita Lempicka and Amorepacific showed excellence in foresight competition, which led them to succeed against the intense competition from Goliath companies. If Lolita Lempicka and Amorepacific had just followed the popular market trend at the time, they would have never succeeded.

• Fashion & Textile Research Journal
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• v.16 no.1
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• pp.111-117
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• 2014

This study investigated the perception of upcycling for sensitive university students in regards to fashion trends. It was conducted through questionnaires delivered to male and female college students who majored in clothing related subjects from June 2012 to June 2013 in Gwangju. The contents for this research are general details, seriousness of environmental resources, awareness of upcycle, and purchasing intention for upcycling products. Most of the respondents said that recycling of resources is absolutely necessary due to the impact of environmental pollution and the consumption of resources. On the contrary, the experience of the respondents which purchased recycling products was low. The awareness of also was low, upcycling, internal upcycling brands and internal consumption groups, however, the decisions for subsequent purchases were positive. The reasons for the unsatisfactory of upcycling of products were due to quality and price. The reaction for many upcycle goods had the best question response rate in daily supplies part; subsequently, this study suggested 3 items, apparel products, fashion accessories, and daily supplies. In addition, a group which contains people who expend more for clothing had a lower awareness of upcycle and purchasing intention than other groups that contained some people who expend less. The results of the study can be used in data that recognize the necessary of upcycle education for university students, and develop educational programs. It can also encourage the purchase of upcycle products that reduce the consumption of resources.

• Korean Journal of Community Nutrition
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• v.5 no.2
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• pp.273-279
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• 2000

This study was carried out to evaluate the calcium and phosphorus intakes and correlation with growth performance of 25male breast and formula-fed infants from 1 to 3 months postpartum. There were four groups breast-fed(BF) and three formula-fed groups(FFM, FFN and FFP). There was no significant difference in the height and weight of infants according to feeding methods and formula brands. Milk intake and the concentration of calcium and phosphorus from human milk and the formulas were measured. The average calcium content of human milk was 26.6$\pm$4.1mg/dl and 13.5$\pm$2.0mg/dl, respectively. The average calcium intakes of the brest-fed and formula-fed infants were 205.5$\pm$29.3mg/day and the 460.5$\pm$70.6mg/day, respectively the average calcium intake of breast-fed infants was significantly lower than that of formula fed infant. The percent of RDA(41%) of breast-fed infants was lower than that(75.4%) of formula fed infant. The average phosphorus intake of the brest-fed and formula-fed infants were 105.1$\pm$20.1mg/day and 288.3$\pm$37.3mg/day, respectively. The precent of RDA(27%) for brest fed was significantly lower than that(75.4%) of formula fed. The Ca/P ratios were 2.1 in brest fed and 1.6 in formula fed infant. The average calcium and phosphorus intakes of the formula fed infants was higher than that of the brest-fed infants. This data suggests the calcium and phosphorus intakes form human milk sufficiently support the growth of infants. Therefore, the level of calcium and phosphorus recommended dietary allowances for infants should be reduced.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.1
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• pp.165-181
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• 2022

The fashion industry is creating innovative business models using artificial intelligence. To efficiently utilize artificial intelligence (AI), fashion data must be classified. Until now, such data have been classified focusing only on the objective properties of fashion products. Their subjective attributes, such as fashion brand sensibilities, are holistic and heuristic intuitions created by a combination of design elements. This study aims to improve the performance of collaborative filtering in the fashion industry by extracting fashion brand sensibility using computer vision technology. The image data set of fashion brand sensibility consists of high-end fashion brand photos that share sensibilities and communicate well in fashion. About 26,000 fashion photos of 11 high-end fashion brand sensibility labels have been collected from the 16FW to 21SS runway and 50 years of US Vogue magazines beginning from 1971. We use EfficientNet-B1 to establish the main architecture and fine-tune the network with ImageNet-ILSVRC. After training fashion brand sensibilities through deep learning, the proposed model achieved an F-1 score of 74% on accuracy tests. Furthermore, as a result of comparing AI machine and human experts, the proposed model is expected to be expanded to mass fashion brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.4
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• pp.793-807
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• 2024

In response to the growing focus on products utilizing character IP in retail, this study investigated the impact of consumers' recollection of character IP fashion products on brand relationship formation. Furthermore, it explores the moderating effect of consumer preferences for collaboration series on this relationship. Participants were consumers who recalled character IP fashion products, and the analysis was conducted using PLS-SEM. The findings show that consumer recollection associated with character IP in fashion products positively affects brand attachment, leading to a positive impact on brand attitude and brand loyalty. The study also highlights the effectiveness of repeated exposure to similar products as an effective marketing strategy. Furthermore, a positive synergy between brand attachment and preferences for collaboration series enhances brand loyalty by influencing consumer attitudes. The study suggests that collaboration series marketing strategies affect consumers' perceptions of novelty and alter their expectations. This research has significant academic and practical implications, demonstrating the effectiveness of marketing through collaboration series and revealing how character IP in fashion products, commonly used by fashion brands, shapes brand-consumer relationships. The findings provide a robust theoretical foundation for marketing strategies leveraging character IP.

• Journal of the Korean Society of Costume
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• v.55 no.7 s.98
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• pp.101-113
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• 2005

The purpose of this research was to identify the perception maps of Imported make-up brands and advertising images by analyzing their ads in periodicals from 2004 S/S. A self-administered questionnaire included seven adjectives to describe the brand and advertising images of the imported make-up products. Data was analyzed by using the KYST, CORAN, and SPSS programs, the positioning through Multi-Dimensional Scaling. The results of the research were as follows: 1. The perception of the brand images of Chanel, Chiristian Dior, and Lancome was the highest. The advertising images of Clinique and Bourjois were the highest and that of Shiseido was the lowest. 2. The respondents perceived Christian Dior and Chanel to be similar in the brand image factors of good quality, sophistication and uniqueness. Christian Dior, Chanel, and Lancome were all perceived similarly in their degree of familiarity and level of stimulation.

• The Journal of Korea Robotics Society
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• v.4 no.2
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• pp.81-87
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• 2009

As expanding of service robots into the human life, the needs of robots are increased. The experts group forecasted that the robot market would grow rapidly in a short time, robot companies should compete with others for prior occupation in a market. In this research, we proposed a framework of robot identity design based on building methods of product identity and developed a case study. Identity is one of the strategies to distinguish from competitors through managing image united. It is possible to apply this identity approach on robot area, which was used for making image of companies, brands, and products. In general, identity has visual, invisual features, which can be classified into three elements; Robot Philosophy, Functional Affordance, Family Look. Robot philosophy means the vision or philosophy of a company through robot development, functional affordance is a character or role to serve and family look includes visual design elements like as shape, color, material, graphic, behavior etc. We suggest that this guide will be applied to build identity of following series of a model, models of same service group and all models of a company or commercial space.

• Journal of the Korean Society of Costume
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• v.62 no.5
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• pp.88-95
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• 2012

These days, the lifestyle of staycation, a holiday in which an individual or family stays and relaxes at home, or possibly taking day trips to local parks and museums and so on, has increased. For this reason, the market of loungewear has expanded and the meaning of it has developed as a separate home-wear. According to the reflection of this trend, various kinds of loungewear are sold from the internal and external brands; however, most of these loungewears are home-wear and have a training look where esthetic designs are needed. This study is done to benefit those who prefer organic products, known as LOHAS trend. In addition, we developed the loungewear fashion design products, which reflect the LOHAS trend that uses organic cotton for the S/S collection of 2012. The formation of space between body and textile by pleats in these designs on pants, skirts, tops, sleeves, capes connote the meaning of loungewear that give the wearers comfort. As a result of this study, we have reached these final conclusions. First, loungewear is suitable for featuring the human body structure. Second, organic costumes can be preferable and become superior if it combines both functional and aesthetic appreciations. Third, eco-costumes can become more of a formal wear as eco-design achieves qualitative improvement.

• Journal of Fashion Business
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• v.16 no.5
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• pp.146-163
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• 2012

This thesis aims to present how to make secure the identity of the brand with enhancing the esthetic expression of the brand and making the ways of emotional communication in variety, through investigating closely the case of Prada representative of the typical brands that have established the unique identity by cooperating the fashion with culture and art through their ingenious and consistent efforts. In the conclusion, the culture and art was found to be applied in two fields i.e. one of design and the other of marketing. In terms of the design, the method of inserting the image into the surface of the clothing and accessories was used. In the context, the illustration techniques, photographic patterns and applying the image of the art piece could be summarized to be used. In terms of marketing, the sponsorship of the art and exhibitions, look books, animations and fashion films, epicenter, the collaboration with the other kinds of enterprise, could be regarded as four ways of the approaches. The innovation and creativity, futuristic hybrid, nonprofit support of the art, the integration and consistency of the image of the arts could be concluded to be four major points defining the characteristics of the Prada renowned for the use of the culture and arts to its property.

• Korean Institute of Interior Design Journal
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• no.38
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• pp.233-240
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• 2003

The purpose of this study was to find the coordination trend of the Image of the color and object from the department show-window display locating in the kangnam area. The result of this study were summarized as following: 1) Show window display determinating the first image of department-store marketing service, playing the role of visual marketing provides the valuable impressions with shoppers in the times of sensibility, 2) In contemporary recognition of "Design is namely culture", show window display proceeds on the direction of concrete and practical presentation of merchandise as many customers are pursuing the high graded luxury brands while their life styles change. 3) Main concept is represented by the coordinated fashion goods on the mannequin or the body and the main theme is displayed variously in the circumferential area or on the articles with the abstract and concrete objects of diverse forms of dominant color and accent color conveying the seasonal theme precisely. 4) The compositive element of color Is the decisive factor of the visual sense of space In the coordination-trends of show window display specially representing the seasonal theme or the intentional messages and conduces to the psychological and mental desire in human and the circumstances, 5) Following the color, the compositive element of object presents the concrete image of theme or the abstract and geometrical sense of space besides the visual sense of space and shows the proportionality and the activity in displaying the show window space.dow space.