• Journal of the Korea Convergence Society
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• v.10 no.1
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• pp.123-132
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• 2019

As the rapid pace of modern society, people's daily life is becoming tenser and busier. We need a place to relax and to release our pressure. Coffee shops therefor become one of our best choice. With the strengthening of the expansion of the localized Starbucks coffee shop, it becomes extremely urgent for other coffee shops to enhance the space environment design to become outstanding in the coffee shop market. This paper researches and compares the indoor environment design of Starbucks coffee shops in four cities in China, namely Shanghai, Suzhou, Shenzhen and Beijing and four cities in Korea, namely Busan, Seoul, Seoul and Jeju. By comparing the design characteristics and the style of the interior environment of Korea-China coffee shops, we analyze the various elements of space design and summarize the differences in the environmental design of Korea-China Starbucks coffee shops. Moreover, we propose the strategic direction for the future design and the future development of coffee shops. The survey results show that the indoor environment design of Starbucks coffee brand mainly highlights the regional cultural characteristics. Starbucks shops utilize the fashion culture elements based on the local economic and cultural characteristics, aiming at creating a characteristic coffee brand culture and promoting the vigorous development of the coffee market.

• Asia Marketing Journal
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• v.15 no.1
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• pp.1-22
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• 2013

This case focuses on Shanghai Tang, the first truly Chinese luxury brand that appeals to both Westerners and, more recently, to Chinese consumers worldwide. A visionary and wealthy businessman Sir David Tang created this company from scratch in 1994 in Hong Kong. Its story, spanned over almost two decades, has been fascinating. It went from what best a Chinese brand could be in the eyes of Westerners who love the Chinese culture, to a nearly-bankrupted company in 1998, before being acquired by Richemont, the second largest luxury group in the world. Since then, its turnaround has been spectacular with a growing appeal among Chinese luxury consumers who represent the core segment of the luxury industry today. The main objective of this case study is to formally examine how Shanghai Tang overcame its downfall and re-emerged as one the very few well- known Chinese luxury brands. More specifically, this case highlights the ways with which Shanghai Tang made a transitional change from a brand for Westerners who love the Chinese culture, to a brand for both, Westerners who love the Chinese culture and Chinese who love luxury. A close examination reveals that Shanghai Tang has followed the brand identity concept that consists of two major components: functional and emotional. The functional component for developing a luxury brand concerns all product characteristics that will make a product 'luxurious' in the eyes of the consumer, such as premium quality of cachemire from Mongolia, Chinese silk, lacquer, finest leather, porcelain, and jade in the case of Shanghai Tang. The emotional component consists of non-functional symbolic meanings of a brand. The symbolic meaning marks the major difference between a premium and a luxury brand. In the case of Shanghai Tang, its symbolic meaning refers to the Chinese culture and the brand aims to represent the best of Chinese traditions and establish itself as "the ambassador of modern Chinese style". It touches the Chinese heritage and emotions. Shanghai Tang has reinvented the modern Chinese chic by drawing back to the stylish decadence of Shanghai in the 1930s, which was then called the "Paris of the East", and this is where the brand finds inspiration to create its own myth. Once the functional and emotional components assured, Shanghai Tang has gone through a four-stage development to become the first global Chinese luxury brand: introduction, deepening, expansion, and revitalization. Introduction: David Tang discovered a market gap and had a vision to launch the first Chinese luxury brand to the world. The key success drivers for the introduction and management of a Chinese luxury brand are a solid brand identity and, above all, a creative mind, an inspired person. This was David Tang then, and this is now Raphael Le Masne de Chermont, the current Executive Chairman. Shanghai Tang combines Chinese and Western elements, which it finds to be the most sustainable platform for drawing consumers. Deepening: A major objective of the next phase is to become recognized as a luxury brand and a fashion or design authority. For this purpose, Shanghai Tang has cooperated with other well-regarded luxury and lifestyle brands such as Puma and Swarovski. It also expanded its product lines from high-end custom-made garments to music CDs and restaurant. Expansion: After the opening of his first store in Hong Kong in 1994, David Tang went on to open his second store in New York City three years later. However this New York retail operation was a financial disaster. Barely nineteen months after the opening, the store was shut down and quietly relocated to a cheaper location of Madison Avenue. Despite this failure, Shanghai Tang products found numerous followers especially among Western tourists and became "souvenir-like" must-haves. However, despite its strong brand DNA, the brand did not generate enough repeated sales and over the years the company cumulated heavy debts and became unprofitable. Revitalizing: After its purchase by Richemont in 1998, Le Masne de Chermont was appointed to lead the company, reposition the brand and undertake some major strategic changes such as revising the "Shanghai Tang" designs to appeal not only to Westerners but also to Chinese consumers, and to open new stores around the world. Since then, Shanghai Tang has become synonymous to a modern Chinese luxury lifestyle brand.

• Journal of Fashion Business
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• v.12 no.2
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• pp.72-86
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• 2008

This research focused on determining the brassiere preference index and wearing status of chinese ladies in their 20's living in the Shanghai region of China, to help Korean lingerie companies in their development of bras to successfully advance into the Chinese lingerie market. The main research tool of this research was various different surveys, and the results of the surveys were evaluated using the SPSS 12.0 for Window program. The results of the survey can be summarized as: 1) consciousness and satisfaction level of the body. The satisfaction level of the brest was proportionate to the size of the brassiere, thus, people showed higher level of satisfaction for cone-shaped, semi-circular shaped, prominent-shaped(exposing), lifted-shaped brest over flat-shaped brest. Concerning the relationship between the shape of the brest and the age of the customers, people under 22 years of age preferred flat-shaped, and those between 23-24 years of age preferring exposing and lifted brest, thus as females mature and get older, the size of their brest increases, thus having preference on more circular and lifted-shaped brest and bras. 2) Status of bra wearing in China When we look at the size of the bra in relation to the shape of the brest, those classified as having 'flat-shaped' brest showed a high proportion of A-cups, ranging from 75A, 70A and 80A, where as those of 'cone-shaped' brest represented high ration of B-cups, ranging from 75B, 75A and 80B. Majority of those classified as having 'semi-circular shaped' and 'prominent-shaped(exposing)' brest showed a high ration in the size 80 range. And vast majority of those classified into the 'lifted-shaped' brest group, were reported of having C-cup size bras. 3) Status of Bra Purchasing As people mature, the main reason behind choosing a bra was the actual design of the bra, where they emphasized the importance of aesthetic values. People classified as having 'flat-shaped' and 'cone-shaped' brest emphasized the importance of design and beauty, while those having 'semi-circular shaped,' 'prominent-shaped(exposing),' and 'liftedshaped' brest groups emphasized the importance of hygiene and the material(fabric) of the bra. This shows that when people have relatively smaller brest, they emphasize the importance of external appearance whereas when the size of the brest increases, they pay more attention to the function of the bra rather than the external appearance.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.12 s.148
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• pp.1562-1570
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• 2005

The purpose of this thesis is to find the effective way of practical education in the fashion related department in order to supply the appropriate experts to the Korean apparel manufacturers located in Dalian, China. The interviews were made twice from $25^{th}$ of Feb. to $15^{th}$ of Mar. 2005 and from $28^{th}$ of July to 31st of July 2005 through the method ot a direct interview with the CEOs of the 7 representative apparel manufactures. The results of the interviews were as following. Seven companies$(100\%)$ participated in the survey all complained of insufficient workers. Also the companies were having difficulties at finding appropriate workers who can handle designing, management, and circulation, because specialists who are fluent in Korean and Chinese are very rare. Moreover, Korean apparel manufacturers are now taking a step further to launch a high quality fashion brand, getting out of the simple hand work depending on low wage or low-tech(6 companies $85.7\%$). Thus, well-educated fashion specialists(intermediate manager) are required on the part of Korean clothing companies or apparel manufacturers in China. It is expected the intermediate managers and the specialists who are capable of launching a new brand will be urgently needed. Therefore, appropriate educations in Korea would be essential to minimize the problems the Korean fashion specialists might face in China. 1 would like to present three suggestions. 1. The highly educated Korean fashion specialists on apparel industry will be a solution both to the high jobless status in our country and to the deficiency in human resources of Korean apparel manufacturers in Dalian. 2. The students in the college should learn how to write down the working chart and matching chart in practical conditions. Taking an intern-ship in working factories in China during a certain period of time will be helpful. 3. The experts should be trained with emphasis on the quality, design, and value of the brand. This study will be used as a base for Koreans who work in fashion related department to enter the Chinese fashion market having a great potential.

• Journal of the Korean Society of Costume
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• v.56 no.7 s.106
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• pp.42-53
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• 2006

The purpose of this research is to study doll's symbolism representing our social culture and the characteristics of clothing design. The ball joint doll was selected, that are pretty much resembled to human body in terms of facial expression, body proportion, joint movement, etc. Results of research are summarized as follows: the ball joint doll is indicated a doll whose joints are free to move with a round shaped joint, which originated by Yochilya simon, who adopted German Hans Bellmer's method.'rho ball joint doll, first, there appeared state of human isolation due to the material civilization and industrial revolution, and trend of adhering to one's own world made human possess dolls. Second, according to the doll play became a representing play culture among Kidult culture, dolls, that are resembled with human being, were recognized as personalized objects. Third, along of expanding digital culture that makes easy to exchange information via Internet, so, ball joint doll market is growing fast, for which various levels of mania are being formed. Take a look at the doll fashion in modern society. In accordance to form of Look, it is largely categorized Young Casual look, Office look, Ethnic look and Military look. When take a look at design specialty, young casual look was presented as a comfortable silhouette and also made of elastic materials and expressed vivid bright tones. Office look image was expressed as a suit of jacket with skirt, and cotton wool polyester materials and acro-matic colors. Ethnic look was represented by Japanese traditional dress and Chinese traditional clothing. The Military look was generally emphasized army uniforms of straight silhouette and shoulder straps.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.1
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• pp.17-26
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• 2013

Market available fermented indigo powders of Indian origin (FI1, FI2), Chinese origin (FC1, FC2), and raw indigo powders of Indian origin (R1, R2) were examined using TLC and HPLC analyses to investigate their pigment contents. TLC analysis gave $R_f$ values of 0.81 and 0.72 for blue and red pigments, respectively. All the powder products and the synthetic and natural indigo standards eluted at 6.9 min and 8.3 min in the HPLC chromatograms, and the peaks showed the ${\lambda}_{max}$ at 610nm and 542nm, representing indigotin and indirubin, respectively. The pigment content calculated based on the area of indigotin and indirubin peaks in the HPLC chromatograms showed that the indigotin content was higher in FC1 and FC2, while FI1 and FI2 had a higher indirubin content. The relative percentage of indirubin was the highest in R2, but the HPLC peak intensity was quite low. Despite the higher indigotin content in FC1 and FC2, cotton dyed with FI1 and FI2 (versus cotton dyed with FC1 and FC2) showed a higher blue (B) hue, the highest K/S values, and the highest antimicrobial effect.

• The Journal of Industrial Distribution & Business
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• v.9 no.2
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• pp.73-80
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• 2018

Purpose - The purpose of this study is to clarify the difference of store attributes of Korean consumers and to analyze it's influence on consumer satisfaction in duty free stores which gain ground inch by inch in the distribution chanel. And it is to find discriminative result as compared with foreign consumer. Research design, data, and methodology - Subjects for the quantitative study, quota sampling was adopted in the Lotte, Shilla downtown and airport duty free stores from the first to 15^th December 2016 and 177 questionnaires from Koreans who had purchasing experience in off line duty free store were analyzed. The data was analyzed by using factor and reliability analysis, descriptive statistics analysis, the independent sample t-test and multiple regression analysis. To test consistency, Cronbach's alpha was used. Results - The result were as follows; 1. Korean consumers consider the importance of store attributes in duty free stores in order Product, Economic Feasibility, Convenience, Promotion, and Accessibility. 2. The meaningful impactive factors of duty free store attributes on consumer satisfaction turned out Product and Promotion. 3. These results show meaningful distinction between Koreans and foreigners in terms of consumer satisfaction in duty free stores. Conclusions - A marketer who is working for duty free store consider now that price benefit can not give strong impact to Korean consumers more and should concentrate on various brand assortment even including private brand. In terms of promotion, most duty free shops put special stress on foreign consumer's wants now as highly increasing of Chinese travelers but Korean consumer's sales portion and number of visitor also are steadily increasing. Therefore, a duty free marketer should prepare the Korean-oriented services with more enhanced promotion strategies for individual and group travellers, for example, a mileage service, VIP room and social network system to satisfy Korean consumers. In order to get satisfaction from Korean consumers, it makes effort on product and promotion than accessibility, price and convenience. Due to high level influence, further study is needed to enlarge to on-line market and to develop private brands for duty free stores.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.18 no.5
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• pp.39-54
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• 2018

This study aims to expand K-Wave business. For this, it firstly investigated previous studies and pointed out limitations of the current scope of the K-Wave business. Therefore, as a theoretical background, it attempts to construct an analysis framework based on four types of creativity type model and to redefine the concept of K-Wave business, which refers to a series of business activities that create, utilize the asset, and reuse the originality of intellectual property assets. This study analyzes the business activities of K-Wave's asset creation, utilization, and talent linkage during 2013~2017. The scope of the asset creation covers the highest ranked movies, dramas, and K-pops, while the utilization of those is analyzed in cosmetics, food, and fashion industries. The personal talent is the source of new K-Wave value creation and Webtoon IP is analyzed. As a result, in the case of movies and dramas, the representative market is China, which is the result of the efforts to avoid the continuation of China's regulation and the development of local OTTs. It is confirmed that the product development for Chinese consumers is active as activities of K-Wave utilization in cosmetics, food and fashion. Interesting is that new K-Wave content is circulated in the beauty sector. Finally, it is confirmed that Webtoon IP, which has been structured with a solid story in individual talent, is the origin of new K-Wave asset creation such as movies and dramas.

• Journal of Intelligence and Information Systems
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• v.25 no.1
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• pp.197-218
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• 2019

In addition to economic growth and national income increase, China is also experiencing rapid growth in consumption of cosmetics. About 67% of the total trade volume of Chinese cosmetics is made by e-commerce and especially K-Beauty products, which are Korean cosmetics are very popular. According to previous studies, 80% of consumer goods such as cosmetics are affected by the word of mouth information, searching the product information before purchase. Mostly, consumers acquire information related to cosmetics through comments made by other consumers on SNS such as SINA Weibo and Wechat, and recently they also use information about beauty related video channels. Most of the previous online word-of-mouth researches were mainly focused on media itself such as Facebook, Twitter, and blogs. However, the informational characteristics and the expression forms are also diverse. Typical types are text, picture, and video. This study focused on these types. We analyze the unstructured data of SINA Weibo, the SNS representative platform of China, and Meipai, the video platform, and analyze the impact of K-Beauty brand sales by dividing online word-of-mouth information with quantity and direction information. We analyzed about 330,000 data from Meipai, and 110,000 data from SINA Weibo and analyzed the basic properties of cosmetics. As a result of analysis, the amount of online word-of-mouth information has a positive effect on the sales of cosmetics irrespective of the type of media. However, the online videos showed higher impacts than the pictures and texts. Therefore, it is more effective for companies to carry out advertising and promotional activities in parallel with the existing SNS as well as video related information. It is understood that it is important to generate the frequency of exposure irrespective of media type. The positiveness of the video media was significant but the positiveness of the picture and text media was not significant. Due to the nature of information types, the amount of information in video media is more than that in text-oriented media, and video-related channels are emerging all over the world. In particular, China has made a number of video platforms in recent years and has enjoyed popularity among teenagers and thirties. As a result, existing SNS users are being dispersed to video media. We also analyzed the effect of online type of information on the online cosmetics sales by dividing the product type of cosmetics into basic cosmetics and color cosmetics. As a result, basic cosmetics had a positive effect on the sales according to the number of online videos and it was affected by the negative information of the videos. In the case of basic cosmetics, effects or characteristics do not appear immediately like color cosmetics, so information such as changes after use is often transmitted over a period of time. Therefore, it is important for companies to move more quickly to issues generated from video media. Color cosmetics are largely influenced by negative oral statements and sensitive to picture and text-oriented media. Information such as picture and text has the advantage and disadvantage that the process of making it can be made easier than video. Therefore, complaints and opinions are generally expressed in SNS quickly and immediately. Finally, we analyzed how product diversity affects sales according to online word of mouth information type. As a result of the analysis, it can be confirmed that when a variety of products are introduced in a video channel, they have a positive effect on online cosmetics sales. The significance of this study in the theoretical aspect is that, as in the previous studies, online sales have basically proved that K-Beauty cosmetics are also influenced by word-of-mouth. However this study focused on media types and both media have a positive impact on sales, as in previous studies, but it has been proven that video is more informative and influencing than text, depending on media abundance. In addition, according to the existing research on information direction, it is said that the negative influence has more influence, but in the basic study, the correlation is not significant, but the effect of negation in the case of color cosmetics is large. In the case of temporal fashion products such as color cosmetics, fast oral effect is influenced. In practical terms, it is expected that it will be helpful to use advertising strategies on the sales and advertising strategy of K-Beauty cosmetics in China by distinguishing basic and color cosmetics. In addition, it can be said that it recognized the importance of a video advertising strategy such as YouTube and one-person media. The results of this study can be used as basic data for analyzing the big data in understanding the Chinese cosmetics market and establishing appropriate strategies and marketing utilization of related companies.