• 한국의류학회지
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• 제43권3호
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• pp.427-439
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• 2019

This study investigated the semantic network based on the focus of the fashion image and SNS text utilized by global SPA brands on the last seven years in terms of the quantity and quality of data generated by the fast-changing fashion trends and fashion content-based media environment. The research method relocated frequency, density and repetitive key words as well as visualized algorithms using the UCINET 6.347 program and the overall classification of the text related to fashion images on social networks used by global SPA brands. The conclusions of the study are as follows. A common aspect of global SPA brands is that by looking at the basis of text extraction on SNS, exposure through image of products is considered important for sales. The following is a discriminatory aspect of global SPA brands. First, ZARA consistently exposes marketing using a variety of professions and nationalities to SNS. Second, UNIQLO's correlation exposes its collaboration promotion to SNS while steadily exposing basic items. Third, in the case of H&M, some discriminatory results were found with other brands in connectivity with each cluster category that showed remarkably independent results.

• 한국유통학회지:유통연구
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• 제17권5호
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• pp.113-128
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• 2012

최근 유통업체 브랜드 즉, PB(private brand)의 시장점유율이 커지고 있다. PB의 매출 및 시장 점유율뿐만 아니라 소비자들의 관심 또한 꾸준히 증가하고 있다. PB는 제조업체 브랜드 대비 20~30%의 높은 마진율등의 장점을 기반으로 대형 마트를 중심으로 매출 향상과 차별적인 마케팅을 위해 PB 브랜드 상품의 판매 비율을 높이려는 공격적인 움직임이 나타나고 있다. 국내에서도 PB상품의 영향력은 유통업계에 큰 영향을 미치고 있다. 유통업체의 PB확대 방향은 중소유통업체 및 제조업체의 영업이익을 감소시키고, 기존의 제조업체 브랜드의 인지도 약화 등이 우려될 수 있다. 특히 제조업체 브랜드를 가지고 있으면서도 유통업체에 PB상품을 납품하는 제조업체는 큰 불만을 호소하고 있다. 본 연구에서는 소비자의 PB상품에 대한 인식과 PB상품 현황조사를 통해 체계적인 분석을 실시한다. 소비자, 유통사, 제조사 분석을 바탕으로 PB 상품이 제조업체 및 중소업체에 미치는 영향을 파악하고, 대응방안을 마련하고자 한다. 이러한 분석을 통한 정책적 제언은 다음과 같다. 첫째, 힘의 불균형을 시정하고 보완하는 정부의 규제가 시급하다. 둘째, 상호동반성장 정책을 통해 PB상품을 활성화 시켜야한다. 셋째, 상표권등록 관리를 강화하여 유사상표 침해로 인한 피해사례를 감소시켜야 할 것이다. 넷째, PNB 상품 활성화를 통해 제조업체와 유통업체의 상호성장을 도모해야할 것이다.

• 한국패션뷰티학회지
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• 제4권3호
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• pp.35-39
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• 2006

The purpose of this study is to comparison on the sizing system in silver apparel brands with the KS standards. For the comparison research, 3 women's wear brands(suit style, knitted suit style, casual style) which were different apparel style on occasion in madame-zone of department stores were selected. The subject of investigation of sizing system of these brands were the label. The results of the sizing system of silver apparel brands as compared with the KS standards were as follows: 1) For the upper wear of suit style, it is larger than KS standards that size of height is $5{\sim}15$ cm. 2) For the lower wear of suit style, suitability of size of hip circumference is lower than KS standards. 3) For the casual style, it is larger than KS standards that size of height is $10{\sim}20$ cm.

• KDI Journal of Economic Policy
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• 제40권2호
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• pp.1-21
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• 2018

The private brands (PB) of corporate retailers are booming in Korea. This paper examines the effect of the rise of PB on Korean retail and manufacturing. By utilizing both store-level data and firm-level data, I find that the expansion of PB elevates the profits of corporate retailers but does not significantly affect, and in some cases even reduces, those of subcontracting manufacturers. This occurs not only because sales of national brands (NB) decline due to the launch of similar PBs but also because the imbalance in the bargaining positions of the two parties has caused retail margins to be set high while manufacturers' operating profits are set low. The paper provides policy recommendations for fair contracts and cooperative development between retail and manufacturing companies.

• 한국의류산업학회지
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• 제22권3호
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• pp.310-322
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• 2020

This study investigated the classification and characteristics of augmented reality (AR) content of fashion brands. The AR contents of fashion brands were classified according to user participation space and content delivery method. Based on these types, eight case studies were conducted, along with a discussion of AR characteristics in terms of presence, interactivity, and immersion. The results showed that AR content could be divided into four types: offline visit-external information type, offline visit-internal experience type, online utilization-external information type, and online utilization-internal experience type. It was also found that there were differences in characteristics for each type of AR content. First, the offline visit-external information type requires various new content that can provide entertainment immersion to users. Second, the offline visit-internal experience type requires a powerful inducement for users to visit a specific space providing AR content and to participate in augmented environments. Third, the online utilization-external information type needs a series of AR content that can consistently incite users' curiosity about brands and products. Fourth, the online utilization-internal experience type needs effective content to improve users' shopping experience with the virtual fitting of fashion accessories, such as eyewear, hats, jewelry, and watches. Accordingly, fashion companies should create contents that can provide appropriate presence, interactivity, and immersion by AR type.

• 한국의류학회지
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• 제42권5호
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• pp.855-870
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• 2018

This study analyzes and categorize the types of digital signage content using the case study method as well as explores the moderating effects of digital signage content in the relationship between digital signage attributes and consumer's flow using the empirical study method. For a case study, the total of 38 fashion brands, including 10 designer brands, 14 sports and outdoor brands, 6 casual brands and 8 SPA brands were investigated. For an empirical study, the virtual store with two types of digital signage contents was developed. Then, the online survey was conducted with 20s to 40s respondents and a total of 544 responses were analyzed using SPSS 24.0. The study results were as follows. First, digital signage in fashion store were categorized into four types by its content; brand-centric type, product-centric type, compound type, and promotional type. Second, digital signage consists of three attributes such as attractiveness, informativity, and entertainment. Third, the results showed that attractiveness and entertainment had a significant effect on consumer's flow. The type of digital signage content was also shown to moderate the influence of attractiveness and consumer's flow.

• 한국의류학회지
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• 제31권8호
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• pp.1180-1189
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• 2007

The purpose of this study is to search the level of localization strategy of imported brands in Korean Market, to investigate relationship between the brand characteristics and localization strategy, and to study the case about localization strategy of the brand selected according to the type of brand. The survey research was employed and for the data analysis, descriptive statistics, one-way ANOVA, and multiple-regression were used. For the case study, interview with the person who works in the each kind of company was used. The results of this study were as follows: Firstly, the level of localization strategy is found in order price, place, promotion and product. Secondly among the brand characteristics, type of brand, proportion of garments, price zone, launching time, number of shop are related with localization strategy, but turnover and number of the staff are not. Thirdly, license brand has the characteristics like as national brands and the differences between the branch and the agent is confidence and communication that are the basic elements of localization. This study can help national brands to refer the localization strategy and provide the understanding of localization strategy of imported brands in Korean fashion market.

• 한국의류학회지
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• 제37권7호
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• pp.922-934
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• 2013

This study investigates the motivations to purchase luxury brands by examining how individual characteristics (need for uniqueness, self-monitoring, and vanity) influence affective luxury brand attitudes and purchase intentions through two social function attitudes (self-expression attitude and self-presentation attitude) based on the functional theory of attitudes. On-line surveys were implemented and 314 consumers between the ages of 20 and 50 were recruited. Using SPSS 18.0 and AMOS 18.0, confirmatory factor analysis for measurements and structural equation modeling analysis for hypotheses testing were implemented. The results show that the need for uniqueness and self-monitoring by consumers have positive influences on self-expression and self-presentation attitudes toward luxury brands, respectively. The results indicate that the need by consumers for uniqueness motivates a self-expression attitude toward luxury brands and that the trait of self-monitoring motivates a self-presentation attitude toward luxury brands. Consumer vanity also positively influences both social function attitudes toward luxury brands. Self-expression and self-presentation attitudes toward luxury brands have positive influences on luxury brand purchase intentions through an affective attitude that facilitates a mediating role between two social function attitudes and the purchase intentions of consumers. This research contributes to a deeper understanding of the formation process of Korean consumers' purchase intentions for luxury brands and the literature on the role of related variables (need for uniqueness, self-monitoring, vanity, self-expression, self-presentation, affective attitude, and purchase intention). The findings provide a theoretical background to launch a cross-cultural study. The conclusion discusses the practical implications and limitations.

• 패션비즈니스
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• 제21권1호
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• pp.134-147
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• 2017

The purpose of this study is to analyze fashion brands' contents and characteristics of the participation platform of users, to assess the types and strategies of mass customization(MC). Most fashion brands sell one professional content: Shoes brands were the most common, followed by bags, unisex wear, and menswear. In consumer's design selection elements, changes in color and materials were the most common. For the personalization service elements, monogram service was the most common. The results of MC types analysis were as follows, Customized Standardization was the most common, followed by Tailored Customization, Pure Customization, and Segmented Standardization. For the types according to changes in products and expression methods, Cosmetic was the most common. And the classification according to modulation, Modularizers were the most common. For Creativity, brands in the making stage were the most common. For Flexibility, although brands different methods, high flexibility by modularizing design elements of products and accomplishing various design through participation. The Ease of use for various expression was generally high, parallel to Flexibility. For Durability, because consumers could receive end products only when they participated in the assembly stage in the on-line purchase, their continuous participation was not possible, so they participated only once. The typical types and strategy of MC were analyzed. The Customized Standardization type was the most common in shoes, bag, and womenswear brands. It was the Cosmetic type which could change colors and materials, the Modularizers, and had high Flexibility and Ease of use and low Durability.

• 한국의류산업학회지
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• 제16권3호
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• pp.386-395
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• 2014

This study was to identify underlying dimension of marketing strategy, and to examine effect of the marketing strategic factors on store affect, brand attitude, and brand loyalty in global and domestic SPA brands. Based on pilot study, four SPA brands of which consumers were most aware were selected: Korean SPAs (e.g., Codes-Combine, Basic House) and global brands (e.g., Zara and Uniqlo). A self-administered questionnaire was developed based on literatures. By using intercept survey, 421 respondents were obtained from consumers shopping at the selected SPA retail stores located in cities (Seoul, Daejon, Chongju) in Korea. Result showed that SPA brand marketing strategy consisted of four factors: Product differentiation, store location, in-store VMD, and price value. The marketing strategic factors had partially significant effects on brand attitude, store affect and store loyalty. However, there was significant differences in those effects between global and Korean SPA brands. Specifically, the effect of in-store VMD on brand attitude was higher in Korean SPA brands, whereas the effect of price value was higher in global SPA brand. Also, the price value was significant predictor of store affects in global SPAs, while in-store VMD was significant predictor of store loyalty in Korean SPA brands. This study discussed a managerial implication for creating brand attitude and emotional responses, which obtains comparative advantages in the competing marketplace.