• 패션비즈니스
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• 제10권6호
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• pp.110-121
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• 2006

The purpose of this study is to analyze the various types and areas of recent collaborations in fashion industry and to find the utility value of collaboration. Seventy seven cases of fashion collaboration marketing strategies were selected from officially announced literature survey and enterprises information around the world. Among the seventy seven cases of fashion collaboration surveyed in this study, collaboration with other fields made up 59.7 percent, collaboration between the same fashion categories made up 40.3 percent. Among the areas of other fields, collaboration with IT(Information Technology) or Motor enterprises were included and made up 36.4 percent. Collaborations with Culture and art world that fashion brands collaborate with world-renowned industrial designer or artist and star entertainers were also included and made up 23.3 percent. Among the areas of the same categories, collaboration of fashion designer and sports or casual brand made up 22.1 percent. Collaborations of home shopping mall and fashion designer made up 18.2 percent. Collaboration cases surveyed in this study were classified according to three types; co-product development, co-branding, and co-marketing. Collaboration for co-product development made up 72.7 percent. Collaboration for co-branding made up 27.3 percent. Collaboration for co-marketing made up 37.7 percent. These collaboration marketing strategies are very efficient to upgrade brand image and cut the marketing cost by creating new target, product, brand, and promotion through successful partnerships. Therefore, much more various types and areas of fashion collaborations should be developed to create something new for future consumers.

• 한국의류학회지
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• 제33권7호
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• pp.1152-1163
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• 2009

Product development and marketing that appeal to consumer emotions are important as shown by a variety of product and service industries that integrate fashion and arts into product design and marketing through collaboration. This study attempted to analyze the patterns in the collaborations of fashion and arts across industry disciplines. A total of 278 collaboration cases reported in news articles were collected from internet databases. Cases were categorized into 5 disciplines of fashion-fashion, arts-arts, fashion-arts, fashion-other industries, and arts-other industries, with each category analyzed in frequency distribution and collaboration type along with related partner and industry characteristics. Collaborations with other industries were observed more than internal ones, and individuals (rather than firms) were more involved in collaborations. Though the collaboration characteristics were different by partner category and sub-category, by individual or firm, and by related industries, a variety of collaborations integrating fashion and arts into product design and development, a new brand launching, product line extension, and co-marketing were observed across product and industry disciplines. The study also described fashion and arts that were integrated into consumer life styles.

• 한국의류학회지
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• 제43권6호
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• pp.779-794
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• 2019

This study examines the effects of brand belief of a mass offline retailer on the perceived value, attitude, and purchase intention toward the products of emerging fashion designer brands in the context of marketing collaborations between emerging fashion designer brands and a mass offline retailer. We invited 198 adults aged 20 to 59 to an online survey who were asked to read a news article and respond to a questionnaire. The results of structural equation modeling show that brand belief of a mass offline retailer positively influences the perceived value of the products of emerging fashion designer brands. The perceived value also positively influences the attitude toward the products that subsequently enhances purchase intention. The findings suggest that emerging fashion designer brands should strategically select a mass offline retailer as their collaboration partner by considering consumer perceptions of the retailer brand because the brand belief of the retailer may have a halo effect on a consumer evaluation of the products of emerging fashion designer brands.

• 벤처창업연구
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• 제7권1호
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• pp.215-224
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• 2012

본 연구는 국내 벤처기업들의 외부 협력이 그 협력의 대상 및 협력 내용별로 벤처기업의 경영성과에 미치는 영향을 "벤처기업실태조사" 중 1,567개 벤처기업 자료를 활용하여 실증적으로 분석하였다. 분석 결과, 연구기관과 외국기업과의 협력은 벤처기업의 매출성장에 유의한 정(+)의 영향을 미쳤고, 다른 중소기업과의 협력이 미치는 영향은 유의하지 않은 반면, 대기업과의 협력은 유의하게 부정정인 영향을 끼치는 것으로 나타났다. 그런데, 대기업과의 협력 내용별로는, 공동기술개발 신제품 공동개발은 벤처기업의 경영성과에 매우 유의하게 긍정적인 영향을 미치고, 직원교육훈련 인력교류 및 공동마케팅 해외동반진출도 유의하게 벤처기업 성과에 긍정적인 영향을 미치고 반면, 자금지원 대출알선은 매우 유의하게 벤처기업 성과에 부정적인 영향을 미치고, 기술지도 정보제공 기술이전 및 성과공유제 시행은 유의한 영향을 미치지 못한 것으로 나타났다. 본 연구의 결과는 벤처기업의 혁신능력을 제고시키거나 새로운 시장개척과 관련한 협력 유형이 경영성과에 좋은 영향을 미친다는 것으로, 향후 대 중소기업간 협력정책의 추진방향에 시사점을 주고 있다.

• 식품보건융합연구
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• 제10권2호
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• pp.1-5
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• 2024

This study aims to investigate the impact of character collaboration product characteristics on brand awareness and purchase intention within the food and beverage (F&B) industry, with a special focus on Generation MZ's growing interest in such products. The methodology involves a comprehensive review of existing literature on character marketing, brand awareness, and consumer purchase intention, supplemented by case studies of successful character collaborations in the F&B sector. The findings reveal that character collaborations significantly impact brand awareness and purchase intentions, particularly among younger consumers like Generation MZ. These collaborations not only rekindle nostalgia but also introduce new and exciting consumer experiences, effectively attracting a wide demographic. The success of character-themed products, from Pokémon bread to Coca-Cola's League of Legends collaboration, underscores the strategy's effectiveness in boosting brand recognition and consumer engagement. The implications of this research are manifold for the F&B industry. Firstly, it highlights the importance of leveraging popular characters to forge emotional connections with consumers. Secondly, it suggests that product development should closely align with consumer preferences and market trends to maximize appeal. Lastly, it positions character collaboration as a strategic marketing tool that not only enhances product sales but also strengthens brand loyalty and facilitates sustained brand growth.

• 복식
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• 제66권7호
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• pp.124-138
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• 2016

The present study observes collaboration methods in which 3D printing was a part of the fashion manufacturing process, expression methods of such cases, and their ripple effects. As a result, the three types of collaborations between fashion designers and other industry fields, fashion brands and 3D printing companies, and fashion designers and artists. Case analysis results and ripple effects found according to each collaboration method were as follows. First, in collaborations found were between fashion designers and other industry fields, 3D printed fashion works with futuristic images were seen through the fusion of future industries, which claim to support cutting edge digital technology, and creative fashion design. As they were mainly collaborations between automobile industries with cutting edge images or digital related industries and fashion designers, they were expressed as a new form of experimental clothing, and were used as strategies to improve future corporate images of the high tech industry. Second, in collaborations between fashion brands and 3D printing technology businesses, the sporting good brands and the shoe industry attempted to let their products be known through the promotion of functional material or ergonomic technology. While they emphasize practicality by mainly using flexible material, they were mainly proposed as functional sporting goods for famous players or as shoe accessories, so methods are still used for public distribution as brand promoting marketing strategies. Third, with collaborations between fashion designers and artists, creative pieces were shown through the grafting of 3D printing technology, the artistry of artists, and the experimentation of fashion designers. In particular, the innovative value of fashion as art was created through the union of the artistic 3D modeling technology support of artists and the creativity of designers. Like this, 3D printing fashion can graft the cutting edge nature of fashion to other industry fields through collaborations, enhancing pacesetting images, and in the fashion field, it can improve possibilities for innovations in the fashion industry through the support of 3D printing technology businesses and artists, raising expectations towards future human living.

• 패션비즈니스
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• 제18권4호
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• pp.80-96
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• 2014

The purpose of this study is to consider the expression of costume through the review of cinema costumes and to provide the model of cooperation between fashion and movie industry by analysis of collaboration with fashion brands in the movie . The subjects are the 1974 film directed by Jack Clayton and the 2013 version by Baz Luhrmann. Cinema Fashion was studied by analyzing the costumes of the two main characters, Gatsby and Daisy, in each scene. Gatsby's costume appeared as a model of traditional American classic suit, sensitive G-G look that symbolizes social success and traditional casual style that reflects upper-class life style. Daisy's costume expressed pastel toned luxury flapper look, oriental art deco style, and prestigious jewelry representing high class. The collaborations with fashion brands were carried out with Ralph Lauren and Cartier in 1974 film, and Brooks Brothers, Prada, and Tiffany in 2013. The value of prestige brands that matched the images of the movie was utilized, but marketing strategies for the promotion of fashion goods were not enough in 1974 version. On the other hand, in 2013 film, the effects of collaboration of the movie and fashion brands were forecasted sufficiently and marketing campaigns for promotion were performed in a various ways. The characteristics of collaborations were as follows: (1) the usage of prestige brands value, (2) collections planning and promotion using the stories of a movie, (3) the usage of multidirectional digital media, and (4) multi-dimensional promotion using entertainment factors. In collaborations with the movie, fashion brands could make cooperative relationship to produce the positive effects for promotion and prestige image strategies and draw attention of the people to the movie and fashion.

• 한국의류학회지
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• 제30권7호
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• pp.1001-1011
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• 2006

In the fashion enterprises of today, there are many kind of inter- enterprises' collaborations which are related to the strategic management for reinforcing their competitiveness in various fields. These inter- enterprises' collaborations, which began to increase in 2000, will increase even more in the near future. This study carries out the findings between collaborating companies' and their partners' characteristics and the actual conditions of collaborations through the responses of fashion enterprises' key employees. A questionnaire was answered by 194 key employees of the fashion enterprises in Korea and the analysis was completed by frequency analysis, cross tabulation analysis. The results of this study are the following; 1. Most of the enterprises of the same fashion categories collaborated with the promotion companies as their partners. The enterprises of different fashion categories collaborated strongly with the distribution companies as their partners. The strongest reason of the collaboration was for rapid product supplying to the market. 2. With regard to the management resources, the relationship between the collaborated companies and their partners had been formed by mutual assistance. Also, there were positive relationships between the collaborating companies and the partners concerning business reputation. The results of this study generated some valuable information that can be used in the fashion industry.

• 한국의류학회지
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• 제32권5호
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• pp.692-703
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• 2008

In the fashion enterprises of today, there are many kinds of inter-enterprises' collaborations which are related to the strategic management for reinforcing their competitiveness in various fields. These inter-enterprises' collaborations, which began to increase in the year 2000, will increase even more in the near future. The study investigated the differences of collaboration motive types in collaboration areas, trust/devotion, performance and satisfactions of collaborations, and characteristics of collaborated companies and their partners. A questionnaire was administered to 194 key employees of the fashion enterprises in Korea and the analysis was performed by factor analysis, cluster analysis, ANOVA, and $X^2$ test. The results showed that the collaboration motive had four factors: economic efficiency, business expansion, product planning improvement, and brand competitiveness increase. The cluster analysis showed that there were four collaboration motive types: brand competitiveness type, economic efficiency type, product planning type, and passive collaboration type. There were significant differences among the collaboration motive types in regard to collaboration areas, trust/devotion, and the performance/satisfactions of collaboration, and characteristics of companies. The brand competitiveness motive type tended to choose the marketing and brand collaboration areas, had a higher trust, and had higher scores on the performance and satisfactions of collaboration than did the other types.

• 기술혁신학회지
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• 제15권3호
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• pp.533-556
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• 2012

본 연구는 국내 벤처기업들의 외부 협력이 그 협력의 대상 및 협력 내용별로 벤처기업의 혁신성과에 미치는 영향을 "벤처기업실태조사" 중 1,015개 벤처기업 자료를 활용하여 실증적으로 분석하였다. 분석 결과, 벤처기업과 연구기관 및 다른 중소 벤처기업간의 협력은 벤처기업의 혁신성과(지적재산권 보유 출원수)에 긍정적인 영향을 미쳤고, 대기업과의 협력은 중규모 이상의 벤처기업에서만 긍정적인 영향이 있었다. 또한 벤처기업과 대기업간의 협력의 경우, 공동기술개발 및 기술지도 이전 협력은 벤처기업의 혁신성과에 긍정적인 효과를 미친 반면, 직원교육 인적교류 및 공동마케팅 활동은 부정적인 효과를 미쳤다. 한편, 대기업과 거래관계에 있는 벤처기업이 공동기술개발 및 기술지도 이전 협력을 하는 경우에는 그 혁신성과 제고효과가 더 컸으며, 거래관계가 없는 대기업과 공동기술개발 및 직원교육 인적교류 협력을 하는 경우에는 오히려 혁신성과에 부정적인 영향을 미쳤다. 본 연구의 결과는 벤처 기업의 외부협력은 벤처기업의 규모, 협력의 대상 및 그 협력활동의 내용과 거래관계의 유무 등에 따라 달라진다는 것을 보여주고 있어, 향후 대 중소기업간 협력정책 등 벤처기업의 외부협력 촉진정책 추진시에 고려해야 하는 요소들에 대한 시사점을 주고 있다.