• The Research Journal of the Costume Culture
• /
• v.23 no.3
• /
• pp.353-367
• /
• 2015

This study analyzed consumers' awareness, preference levels, and effect expectations in relation to fashion art marketing according to the types of such marketing (collaboration between fashion and art in fashion products, called product collaboration; sponsorship for art foundation; artist sponsorship; collaboration for the design of a space/store/display; ad/promotional film collaboration). The study also investigated the influence of consumers' attitudes toward fashion art marketing with respect to purchase intention. The study was implemented through a descriptive survey method. The sample consisted of 342 men and women between the ages of 20 and 45. The data were analyzed by factor analysis, one-way ANOVA, and multiple regression analysis. The results revealed that there are significant differences in consumers' awareness and effect expectations in relation to fashion art marketing according to the types of fashion art marketing activities. While no differences were found in preference levels according to the type of fashion art marketing, all the types of art marketing showed overall high levels of preference. The collaboration between fashion and art in fashion products, which had the highest awareness, also showed the highest expected effect. In all the types of fashion art marketing, consumers' attitudes had a significant influence on purchase intention. In cases of sponsorship for an art foundation, artist sponsorship, collaboration for the design of a space/store/display, and ad/promotional films, consumers' effect expectations had the most significant influence on purchase intention, followed by preference and awareness level. These results could be used to provide appropriate proposals to fashion brands when they plan to set up an art marketing strategy.

• Journal of the Korea Furniture Society
• /
• v.21 no.1
• /
• pp.40-53
• /
• 2010

The purpose of this study was verified the effect of analyzed emotional factors and compare with competed design proposals of G and D public exhibition to plan the public exhibition applied emotional marketing which strengthen the effect with touching the emotion. The results are first, public consumer preferred to experience 5 senses and gives a positive effect, second, preference according to factor of scene gives differences by ages, but various ages preferred to experience the factor of scene, third the result of analyze the relation between preference of scene and 3 groups of 5 senses, which is high, middle, and low preferred had significant relation, and fourth, public consumer preferred to several levels of exhibition than only one level, the space preferred was 'experiencing' space.

• Proceedings of the Korean Institute of Interior Design Conference
• /
• 2005.05a
• /
• pp.126-131
• /
• 2005

As our domestic Espresso Coffee Shops are in pursuit of professionalization and various coffee tastes, their sales will have been on increase. Now coffee market is getting more mature. Reflecting sensitivity of 20 to 30 generations, the domestic coffee shops provide them with best space for rest and conversation with stream of industralization and professionalization of the contemporary society. Based on such a situation, our research institute aims at studying how the interior designs put influence on marketing. Among the domestic franchise coffee shops, we will have researched Rosebud, Starbugs, Davinci which have more 50 chain stores throughout the country, This study aims to suggest a direction for interior design of brand coffee shop by analyzing brand coffee shops and style that customers prefer.

• Fashion & Textile Research Journal
• /
• v.7 no.6
• /
• pp.609-616
• /
• 2005

The purposes of this study were to investigate relationship marketing in fashion retail setting through literatures and were to set up a relationship marketing model which is suitable for fashion stores. In order to achieve the purposes of this study, concepts and properties of relationship marketing were studied through the previous studies. Relationship marketing research tendency in retail setting was examined and relationship marketing strategies of fashion stores were examined. As a results, relationship marketing process model for fashion stores was developed. The variables influenced on long-term relationship intention of fashion consumers may be relationship benefits, satisfaction, trust, and commitment. Relationship benefits might have an influence on satisfaction, trust, and commitment. Finally commitment might have an influence on long-term relationship intention. Also, Consumer buying characteristics and consumer relationship disposition might have an influence on relationship marketing process model for fashion stores.

• Journal of the Korean Society of Costume
• /
• v.59 no.5
• /
• pp.167-179
• /
• 2009

The purposes of this study were to explore the influence on fashion brand image and brand loyalty according to fit of the fashion brand with cultural art field, motivation in culture marketing of the apparel company, and involvement of the consumers in art activities. The subjects ware 274 male and female in 20s and 30s living in Seoul and Gyeonggi area. The study was obtained through the use of an experimental design which was $2{\times}[2{\times}2]$ mixed factorial design. The summary main results were as follows. First, as far as the effect of the three variables on the social contribution image of the fashion brand, the results of the 3-way interaction are positive. Second, as far as the effect of the three variables on the product image of the fashion brand, the data suggests that only the main-effect of motivation in culture marketing of the apparel company is meaningfully positive. Third, as far as the effect of the three variables on fashion brand loyalty, both fit of the fashion brand with cultural art field and involvement of the consumers in art activities variables show positive results.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.14 no.1
• /
• pp.131-150
• /
• 2012

The purpose of this study is to provide the characteristics of marketing strategy on the SPA(Specialty store retailor of Private label Apparel) brand. This research can be used as information for the domestic SPA brand to enhance its international competitiveness. The characteristics of marketing strategy on the SPA brand are as follows. 1. One company integrate vertically the process of planning, production, promotion and distribution. 2. As using the advanced information, productions, and logistics systems, they are carried out speedy management. 3. The production strategies are focused on providing new goods of fast cycle and very diverse styles in a season, developing products that accurately reflect the general market trend and consumer demands, extending the line of goods, outsourcing of the place to reduce production costs. For high-quality goods, they are collaborating with the famous designers and developing of new and green environment materials. 4. Generally, the SPA brand emphasizes the low price strategy against the quality. 5. The promotion strategies are focused on conducting various unique and high sensible VMDs, fashion shows, star marketing, campaigns, aggressive publicity, magazine & outdoor advertisement and various events through the internet website, etc. 6. The place (distribution) strategies of SPA brand are focused on launching into global, expanding number of stores, increasing large-sized stores and diversifying the forms of store and selling.

• Journal of Fashion Business
• /
• v.16 no.5
• /
• pp.130-145
• /
• 2012

The purpose of this study is to investigate the influence of cause-related marketing on consumer attitude for fashion brand in terms of brand familiarity, consumer's propensity for data processing and types of advertising. The design of this study is comprised of 2(brand familiarity : high vs low)${\times}$ 2(consumer's propensity for data processing : high vs low), designed with three mixed elements. The subjects of this study are 308 male and females in twenties or thirties from the area of Seoul, Kyunggi, Busan and Daegu. Data analysis is carried out through T-test, and ANOVA. The results of this study are as follows. First, when fashion brand pursues cause-related marketing, brand familiarity, consumer's propensity for data processing and types of advertising have statistically interaction effect on consumer's preference. Second, rational appeals in advertising have no significant interaction effect on consumer's preference in terms of brand familiarity. Rational appeals are preferred to Emotional appeals in both familiar and unfamiliar brand. Third, when fashion brand pursue cause-related marketing, brand familiarity, consumer's propensity for data processing, and the types of advertising have no significant interaction effect on consumer's preference.

• Korean Institute of Interior Design Journal
• /
• v.16 no.2 s.61
• /
• pp.331-338
• /
• 2007

In the aspects of the globalization and localization, it is crucial to determine 'Urban selling point', which explains how to make an image: in order to acquire city identity based on the cultural and historical understanding for the Positive city image. The Purpose of this study is to investigate the possible role of the public space as a tool of the city marketing strategy, as well as to realize the cultural city identity through the design of the public space by studying cases which promote the value of life for both of the city and the citizens. Two methodologies are utilized for this study; First, he value in realizing cultural identity is examined through the city identity related to the city marketing and theoretical review of city amenity; second, the several domestic and international cases of cultural planning in culture-accumulated public space are selected and analyzed to map out new strategies from the perspective of place strategy, cultural strategy, and marketing strategy. The results from this study are as follows; first, the culture-accumulated public space through the formation of culture has its own characterized meaning, which has the significant value for the city representative image; second, when planning the culture-accumulated public space, it is important to select not only the appropriate image strategy but the adequate type of the public space for the city planning.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.10 no.2
• /
• pp.163-178
• /
• 2008

The purpose of this study is to search the characteristics and strategy of sales promotion in on-line fashion SOHO (Small Office Home Office) shopping malls. 87 of these shopping malls have been selected through a ranking service called 100HOT (http://www.100hot.co.kr), and 906 cases of sales promotion activities have been executed on web-sites of these shopping malls. The cases have been analyzed by descriptive statistics and chi-square analysis. The results are as follows: First, on-line fashion SOHO shopping malls have frequently used sales promotion tactics such as demonstration, display, viral marketing, sale, event, customer compensation, community marketing, experimental marketing, coupon, premium, reserve fund and delivery service. Second, there are significant differences between shopping malls for men and women in sales promotion tactics such as demonstration, viral marketing, sale, and community marketing, but there is no significant difference in tactics such as demonstration, event, and customer compensation. Third, the shopping malls have used various sales promotion strategies such as maximizing the sales, characterizing product features, procuring new customers, preserving existing customers, enhancing customer loyalty, improving customer relationship and controlling returns.

• Proceedings of the Korea Society of Design Studies Conference
• /
• 2000.11a
• /
• pp.60-61
• /
• 2000

자치단체 CI 도입 배경에는 세계화, 정보화, 흐름에 맞춰 자치단체가 발전하기 위해선 외부 환경변화에 능동적으로 대처하여 외부 환경과 우호적이고 긴밀한 관계설정이 필수적이라는 City Marketing의 관점이 대두된 데 있다. (중략)