• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.2
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• pp.175-189
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• 2015

This study empirically confirmed how an art infusion into fashion products affect consumer's preference through Study 1 and Study 2. Study 1 examined the effect of an art infusion and the difference of an art infusion effect according to self-monitoring scale by designing groups composed of 2 (art infusion: infusion versus non-infusion) ${\times}2$ (self-monitoring: high versus low). Study 2 examined the difference of an art infusion effect according to the luxury level of fashion brands by designing groups composed of 2 (art infusion: infused versus non-infused) ${\times}2$ (fashion brand luxury levels: high versus mid versus low). This study was conducted using a convenience sample of women in their 20s and 30s residing in the Seoul and Daegu region. In Study 1, 162 participants were randomly assigned to two experiment situations of art infusion. In Study 2, 192 participants were randomly assigned to six experiment situations of art infusion and luxury level of fashion brands. For the data analysis, we conducted reliability analysis, two-way ANOVA and simple main effect analysis using SPSS 18.0 statistics package. The results of Study 1 and 2 are as follows. First, consumer's preference was shown to be higher for fashion products with art infusion rather than fashion products without art infusion. Second, the positive effect of art infusion on consumer's preference was significant in the group of high selfmonitors. But there was a non-significant effect of art infusion in the group of low self-monitors. Lastly, the positive effect of art infusion on consumer's preference is higher in the case of a mid-level luxury brand rather than in the case of a high-level luxury brand and low-level luxury brand.

• Korean Journal of Human Ecology
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• v.13 no.6
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• pp.927-934
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• 2004

The purpose of this study is to examine consciousness of purchasing fashion luxury and to investigate the extent of post-purchase satisfaction among young college students. 400 consumers living in Daejeon were surveyed for the purpose. We used, for a data analysis, descriptive statistics, frequency and ANOVA. The results are as follows: 1) There were significant differences in consciousness of purchasing fashion luxury by demographic variables, such as sex, age, and major. Females with a clothing & textiles major marked higher scores in both interest and preference for fashion luxury. They regarded it as the goods with high price, high brand, and high quality. 2) One of the best items of fashion luxury goods was a watch for the students. Cosmetics was also one of them. Yet, the students were unsatisfied with shoes, bags, apparels, sunglasses, cosmetics, and accessories. 3) Most of college students were willing to purchase bags. The purchasing motives of fashion luxury were to be self conspicuousness, self satisfaction and fashion brand image. 4) Well-known luxury brands were Channel, Gucci, Louis Vuitton, Burburry and Prada. They were also preferred.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.11
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• pp.1241-1251
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• 2003

The purpose of this study was to examine fashion luxury brand purchasing behavior among young women, and to find variables which influenced on their behavior. 993 women living in Seoul and its suburb were surveyed for this study. For data analysis, descriptive statistics, factor analysis, ANOVA, and regression were used for this study. As the result, approximately 66.3% of respondents had purchased fashion luxury products before such as Burburry, DKNY, and Louis Vuitton. Generally, the frequencies of purchasing toward the luxury products were associated with materialism, conspicious consumption, reference group influence, and ethnocentrism. Also, results revealed that materialism and conspicuous consumption accounted for 43% of the explained variance in the frequency of purchasing products. Based on these results, fashion marketing strategies would be suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.10
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• pp.1640-1650
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• 2008

The purpose of this study is to make clear the difference between Original brands and extended brands in images and preference of overseas fashion luxury goods. The questionaries were given to female residents in the ages of 20s'$\sim$40s' in Seoul and Kyung-gi province in October 2007. The collected data were analyzed by using SPSS 12.0 software such as paired t-test, ANOVA, Duncan test. The results of this study is as follows; 1. It was found that both original brand and brand extension in images were regarded as the most 'Reputed' image. 2. It was found that original brand reflected more brand images such as 'Luxurious', Conspicuous', 'Reputed' and so on than brand extension. 3. It was found that customers tended to prefer Chanel original brand, fashion goods to Chanel brand extension, cosmetics. On the other hand, it was found that customers tended to prefer Christian Dior brand extension, cosmetics to Christian Dior Original brand, fashion goods.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.2
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• pp.191-200
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• 2014

This study represents "an artialization of fashion" that may be regarded similar to art with a focus on luxury fashion brands. In the $20^{th}$ century, fashion began to share a similar language with art and became a central part in popularizing art. Fashion and art were drawn to each other in mutual fascination. Fashion studies arouse from disciplines like anthropology, sociology and art history as well as from aesthetic experiences and commercial characteristics. Fashion is very complicated phenomenon; therefore, a study on the artialization of luxury fashion brands needs to be approached for aesthetic and commercial aspects simultaneously. This study combines a literary survey with a case analysis of the relation of fashion and art as well as inquires on the artialization of luxury fashion brands based on discourses. The discourses are: first, fashion is an art, second, fashion and art differ in relation to the intention, third, fashion and art have mutual-borrowing. In view of the results achieved in this study, luxury fashion brands can achieve increased effectiveness through art. This study reveals the effects that luxury brands achieve through art versus a discussion on if fashion is art or not and if the relationship is moral or not.

• Journal of the Korean Society of Costume
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• v.64 no.4
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• pp.91-105
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• 2014

As luxury goods market has expanded and has become more affordable, luxury consumption value has become more diversified. The purpose of this study is to classify visible characteristics of luxury consumption by the degree of logo clarity, and to explain this classification in relation to personal luxury consumption values. Also, the study utilized the concept of cultural capital, in addition to the concept of economic capital, in order to aid understanding of current new luxury consumption trend and give directions on brand signal strategies for luxury brands. In order to develop a survey that could measure an individual's cultural capital, focus group interviews, each composed of 5 women in their twenties and thirties, were conducted. Then, the survey was conducted on 230 females residing in Seoul who have purchased at least one product from a luxury brand within a year. The results suggest that luxury consumption can be explained by 'self-oriented value' and 'others-oriented value' as suggested in precedent studies. However, no significant difference was found between economic capital and these two luxury consumption values. However, the more cultural capital one possesses, the more one is likely to pursue 'self-oriented consumption value'. In studying the correlation between luxury consumption values and preference for brand signal clarity, respondents with 'self-oriented consumption value' has shown low preference towards highly visible brand logo when design and quality were equivalent. Also, respondents with 'other-oriented consumption value' has shown high preference towards highly visible brand logo.

• Journal of the Korean Society of Costume
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• v.61 no.6
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• pp.131-145
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• 2011

The purpose of this study is to provide preliminary data on strategies to create a domestic prestige brand based on Korean traditional designs. This study also deals with how to promote this brand around the world. The two points mentioned above will be accomplished by examining the characteristics of the brand '3.1 Phillip Lim' which succeeded in both design and marketing during a short period of time. The method of the study will be followed. Firstly, the basic design and philosophical background of Phillip Lim was investigated, after reviewing the global luxury market and current status of overseas expansion of Korean designers through paper study and antecedent workups. Secondly, for the practical stage, design characteristics and marketing strategies were reviewed with the collections of '3.1 Phillip Lim'. Three factors found in '3.1 Phillip Lim's design success are as follows: First, practical and simple designs using fabrics of high quality. Second, handcraft elements and interesting details that differentiates his design identity. Third, femininity expressed in the feminine silhouette and color. The marketing elements that made '3.1 Phillip Lim' as a successful brand are: First, differentiated positioning as a luxurious contemporary brand. Second, brand promotion through various collaborations. Third, the gradual expansion of women's, men's, kids' apparel to accessory, lingerie and the stable flagship stores. Thus, '3.1 Phillip Lim' has combined modern and classic styles using high quality fabrics and practical designs with unique details. Through it's differentiated marketing strategy targeting New York's market, which prefers popular 'luxury contemporary brand's rather than high-end luxury brands, this brand's creativity and commercial aspects contributed to make '3.1 Phillip Lim' into a luxury brand that represents New York fashion. Korean designers who seek to enter the global fashion industry should consider applying Korean traditional designs on global designs to make favorable products and localize these products according to regional characteristics.

• Korean Journal of Human Ecology
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• v.23 no.2
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• pp.343-355
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• 2014

This study explores the characteristics of fashion flagship stores from the consumer's viewpoint, examines the differences by brand type in the flagship store characteristics, store experience, in-store emotion, and the post-visit brand response, and compares those of the flagship store with other stores of the brand. Flagship stores of the four brand types including luxury, SPA, retail, and national brands were selected for the online survey. Data from 537 respondents who visited and selected one of those stores were analyzed. Five factors including facility/service, scale/product lines, brand identity, location, and publicity were extracted from the characteristics of flagship store. There were differences in the perceived flagship store characteristics by brand type; The luxury and retail brands were more highly perceived in facility/service comparing to the SPA brand. Store experience and brand response were also different by brand type; Perceptions of the luxury brand were also higher than of the SPA brand. Overall, consumer responses to the luxury brand were higher than to the SPA brand. Consumer responses to the flagship store were higher than to other stores of the same brand. The study discusses further implications.

• Journal of Fashion Business
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• v.20 no.6
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• pp.111-134
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• 2016

A luxury brand bag is a medium to symbolize brand identity and plays a role in enhancing brand value. A typical example is a designer signature bag such as Hermes Kelly Bag, Birkin Bag, and Lady Dior Bag. The purpose of this study is to analyze the design changes and acceptance of identity of luxury brand bags and examine the design characteristics that succeed to the value of a luxury brand bag. The subjects of the study focused on Louis Vuitton, Gucci, and Chanel bags. Photos were collected from www.vogue.co. uk. based on the fashion collections from S/S 2007 to S/S 2016. The study methodology was to analyze the kinds, shapes, colors, materials, and the ornament of subject bags based on previous studies. The results of the study were summarized as follows. For the identity and design changes of each brand, Chanel has tried to combine functionality pursued in the past with constantly changing femininity by making bags in fantastic moods using various materials and free shapes. Gucci has constantly used Ornament elements holding the brand identity of classic bags and trend colors to keep tradition. Louis Vuitton holds fast to its functional shape to protect brand identity through design philosophy that started with a travel luggage and attempts to express modern emotion through Ornament changes. This study confirmed that luxury brands have accepted their unique design characteristics holding brand identity to improve their brand value and attempted to change constructive elements in many different ways for modern reinterpretation.

• International Journal of Costume and Fashion
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• v.15 no.1
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• pp.19-37
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• 2015

Expanding upon Zhang and Kim's (2013) study involving Chinese consumers, this study investigated key factors that influence U.S. consumers' attitude towards purchasing luxury fashion goods and purchase intent and examined what similarities and differences exist between the two consumer groups in relation to the key factors. A total of 414 respondents completed the online survey questionnaire. Structural Equation Modeling was utilized to analyze data. Brand consciousness, materialism, fashion innovativeness, and fashion involvement were significant factors that affect U.S. consumers' attitude towards luxury fashion goods. Overall, the findings of the current study were greatly inconsistent with Zhang and Kim's Chinese study. The inconsistency provides vital implications to luxury fashion retailers by showing that one size does not fit all and one strategy does not fit all markets.