• Journal of the Korea Fashion and Costume Design Association
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• v.26 no.2
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• pp.57-72
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• 2024

Currently, Korea is on the verge of entering into an ultra-aged society and the associated market size is growing. In this regard, customer-centered design that understands the consumer needs of the new silver generation, which is emerging as a new consumer group, and reflects them in products is the key to the success of the high-value-added fashion industry. Therefore, this study reviewed the changes in physical, biological, social, and psychological characteristics of the new silver generation, through a review of related books and previous studies, and secured the direction for clothing product development for the new silver generation. The literature review was supplemented by group interviews to accurately identify the needs of silver consumers. In addition, the study conducted case analysis through web searches of fashion magazines, newspaper articles, brand web sites, and trend information sites to investigate the market trends of one-mile wear products that have emerged due to the COVID-19 pandemic, the characteristics of one-mile wear brands, and products for new silver women, including size specification analysis and sewing techniques that minimize skin irritation while reflecting the consumer's characteristics. Based on the results of this study, a competitive design and product development were proposed from an economic and industrial perspective that can enhance the product value and maximize the marketing effect by developing consumer-oriented one-mile comfort wear products with aesthetic, practical, functional, and economic values that satisfy the characteristics and needs of new silver women.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.4-14
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• 2010

Collaboration strategies entail information sharing and other varied forms of cooperation that are mutually beneficial to the company and stakeholder groups. This study addresses the specific types of collaboration used in the fashion industry while also examining strategies that have been most successful for fashion companies and perceived benefits of collaboration from the customer perspective. In the present study we define fashion companies and brands as collaborators and their partners or stakeholders as collaboratees. We define collaboration as a cooperative relationship where more than two companies, brands or individuals provide customers with beneficial outcomes utilizing their own competitive advantages on an equal basis. Collaboration strategies entail information sharing and other varied forms of cooperation that are mutually beneficial to the company and stakeholder groups. Through collaboration, fashion companies have pursued both tangible differentiation, such as design and technology applications, and intangible differentiation such as emotional and psychological benefits to customers. As a result, collaboration within the fashion industry has become an important, value creating concept. This qualitative study utilized case studies and in-depth interview methodologies to examine customers' attitudes concerning collaboration in the fashion industry. A total of 173 collaboration cases were identified in Korean and international markets from 1998 through December 2008, focusing on fashion companies. Cases were collected from documented data including websites and industry data bases and top ranked portal search sites such as: Rankey.com; Naver, Daum, and Nate; and representative fashion information websites, Samsungdesignnet and Firstviewkorea. Cases were collected between November 2008 and February 2009. Cases were selected for the analysis where one or more partners were associated with the production of fashion products (excluding textile production), retail fashion products, or designer services. Additional collaboration case information was obtained from news articles, periodicals, internet portal sites and fashion information sites as conducted in prior studies (Jeong and Kim 2008; Park and Park 2004; Yoon 2005). In total, 173 cases were selected for analysis that clearly exhibited the benefits and outcomes of collaboration efforts and strategies between fashion companies and stakeholders. Findings show that the overall results show that for both partners (collaborator and collaboratee) participating in collaboration, that the major benefits are reduction of costs and risks by sharing resource such as design power, image, costs, technology and targets, and creation of synergy. Regarding types of collaboration outcomes, product/design was most important (55%), followed by promotion (21%), price (20%), and place (4%). This result shows that collaboration plays an important role in giving life to products and designs, particularly in the fashion industry which seeks for creative and newness. To be successful in collaboration efforts, results of the depth interviews in this study confirm that fashion companies should have a clear objective on why they are doing the collaboration. After setting the objective, they should select collaboratees that match their brand image and target market, make quality co-products that have definite concepts and differentiating factors, and also pay attention to increasing brand awareness. Based on depth interviews with customers, customer benefits were categorized into six factors: pursuit for individual character; pursuit for brand; pursuit for scarcity; pursuit for fashion; pursuit for economic efficiency; and pursuit for sociality. Customers also placed more importance on image, reputation, and trust of brands regarding the cases shown in the interviews. They also commented that strong branding should come first before other marketing strategies. However, success factors recognized by experts and customers in this study showed different results by subcategories. Thus, target customers and target market should be studied from various dimensions to develop appropriate strategies for successful collaboration.

• The Journal of Industrial Distribution & Business
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• v.2 no.2
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• pp.25-38
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• 2011

After the financial crisis, what has been the rapidly growth of large supermarkets, stores, and restaurants linked to concerns that have already reached saturation point, but the new opening large supermarkets is expected to continue into the future. The major supermarkets are continue to grow outward but growth slowed. And that is expected to continue differentiation of the product, acceptance the customer needs, acquiring high margin of sales products. Then the ongoing development of PB brand is to be positioned effective marketing strategy for overcoming the period of slow growth. In addition, big three local supermarkets continue to launch a clothing PB brand, expansion and operation strategy for the situation and based on this study and the success of the domestic large-Mart's PB and PB identifying problem and the need for differentiation and profit for the successful strategy is to discuss in this study. This research looks at the concept of major market's private brand, the strategy, the success example and the prospects, and views the globally rapid-growing private brands, not only having the limited role of distributing the products as retailers, but also having a control of the distribution channel as a manufacturing company. World's major advanced distribution companies, to differentiate their companies' products and increase the profitability, are putting a lot of efforts into private brand products, and there are many good examples that are globalizing, externally expanding, and creating high financial results. In this research, we presented three major domestic discount stores as examples to show that there is a need for a differentiated private brand management strategy in the saturated discount store industry in Korea. Also, we aim to provide a new product strategy for the future that has been saturated with discount stores to the limit, by providing suggestions that private brand products can be used as weapons with the strongest competiveness in the retail industry through pursuing store differentiations from thorough market analysis and product researches, meeting the customers' needs, and obtaining high margins. PB products, particularly clothing design, a thorough market analysis and product development trends and customer needs to reflect the acquisition of High margin differentiated powerful products and sustainable growth through the stores, large supermarkets, congested, a new breakthrough that can give a good opportunity to provide implications discount stores, new product strategy based on ways to limit proposed. This study discount the major three companies studied, the less strain is a generalization. In the future, domestic and local discount store brand PB, SPA brand that the multinational comparative analysis of the value of the PB expansion strategy centered on clothing, additional studies will be needed.

• Asia Marketing Journal
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• v.14 no.2
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• pp.127-156
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• 2012

A lot of interest in the baby-boomer generation, those who were born after World War II, has emerged since their retirement has been accelerated. The retirement of baby-boomers has caused many health, public welfare, social policy and family relationship problems. However, their increased purchasing power has made them more attractive consumers than any other generation, and they have become a fascinating niche market in the depressed economy. This research selected middle-class women of the baby-boomer generation who have had powerful effects on society and have emerged as an attractive niche market, and attempted to understand their lives intensively. Based on research activities, the purpose of this research is to identify baby-boomer generation middle-aged women's life values. Qualitative research methodology was used to achieve research objectives, and this research aimed to suggest marketing implications to connected industries based on the research results. The research objectives are as follows. 1. understanding the lives of baby-boomer middle-class women who have powerful effects on socio-economic phenomena 2. identifying the life values of baby-boomer middle-class women 3. generating marketing implications based on an understanding of baby-boomer middle-class women's lives and life values This research conducted FGIs(focus group interviews), one of the qualitative research methodologies, to figure out baby-boomer middle-class women's life values intensively and selected 10 women living in Seoul for data collection. The qualitative data of collected FGIs were analyzed with spiral data analysis methodology proposed by Creswell(2007). The most effective factors to influence these middle-class women's lives powerfully were 'time' and 'independence'. Their consciousness of the importance of using time affects their life pattern generally, and their independence also impacts greatly on the way they exploit time and on their diverse relationships. They maximized their self-realization and showed long-term partnership with their surrounding circumstances because of those effective factors. Baby-boomer middle-class women's self-realization was divided into two areas. One was their outside activities and another was perfect management of their physical appearance and home interior. Like the results of this research, their need for social entrance will be reinforced more strongly since their internal and external activities aim for the achievement of self-realization. In addition, this research suggests that baby-boomer middle-class women's activities are connected with their management of their physical appearance and home interior decorations, and that such management is caused not only by a simple interest in fashion and beauty but also a profound desire for self-realization. On account of their consciousness, which is different from other generations, Korean baby-boomer middle-class women are able to maintain positive partnerships with their surrounding circumstances; however, they also show ambivalent emotions to retain effective partnerships. To overcome those stressful situations, they make greater efforts to keep up their health and youth, and also engage in diverse activities to maintain their mental health. Finally, they generate positive attitudes toward their economic situation and extra time to develop self-realization and pursue happy, youthful and healthy lives. Based on those results, this study suggests the following implications. First, industries targeting the baby-boomer generation should develop innovative products and services which help the baby-boomer generation maximize their efficiency of time since time is one of the most important factors powerfully impacting the baby-boomer generation. They will engage in various activities to fill up their extra time and consume helpful products and services. Second, such industries should supply the baby-boomer generation with opportunities which propose new ways of self-realization since this generation shows a great desire for self-realization because of their self-efficacy. With customized strategies of satisfying their needs, the baby-boomer generation would discover opportunities to utilize their abilities, relationships and aesthetic senses, and industries would develop a niche market. Third, market segmentations which target the baby-boomer generation's desire to maintain their physical appearance and home interior should be executed since such activities are the main strategies to develop this generation's self-realization. The baby-boomer generation's desire to study those areas would be expanded, and those education systems should produce innovative products and services targeting the baby-boomer generation. This implication also offers to government officials new policies related with the baby-boomer generation. This exploratory study utilized qualitative research methodology to understand baby-boomer middle-class women's lives, and proposed propositions and limitations for further researches. As for the limitations, first, it is hard to generalize the research results so that they may apply to all areas and economic classes of the baby-boomer generation since this research selected only 10 women living in Seoul for the data collection process. To overcome this limitation, extended data collections of subjects from diverse regions and economic classes should be designed. Second, quantitative research should be conducted to supplement the findings with validities. Third, this research focused on only general ideas of the baby-boomer generation's lives since the range of this study was focused on their overall lives. Therefore, intensive research related to specific areas of their lives should be conducted.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.3
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• pp.153-165
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• 2018

There must be a balanced development of both conglomerates and small and mid-sized companies in order to secure constant economic growth and competitive edge of South Korea. Accordingly, high expectations are being placed on win-win growth and joint overseas expansion of conglomerates and small and mid-sized companies. This study seeks efficient ways to promote joint overseas expansion of major retailers and small and mid-sized companies considering the distinctiveness of home shopping by conducting interviews about joint overseas expansion of home shopping companies and small and mid-sized consumer goods companies in South Korea. To do this, interviews were conducted with three home shopping companies and three consumer goods SMEs operating in overseas markets. The results are as follows. Home shopping companies contribute to opening up overseas markets for small and mid-sized consumer goods companies, and allows them to make use of business and marketing competencies that they lack. Home shopping companies also produce visual materials or provide language translations, and help draw up documents for customs clearance in trading. They also form market development teams and provide information about the overseas markets. However, since the actual benefits from joint overseas expansion are minor for home shopping companies, there is a need for a strategy for win-win growth of both parties in the long run. To this end, it is necessary to provide substantial benefits to encourage joint overseas expansion. Ultimately, balanced development between home shopping companies and small- and medium-sized consumer goods companies should be promoted.

• Journal of Distribution Research
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• v.12 no.2
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• pp.79-102
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• 2007

Consumers evaluate stores by comparing stores that we, in their minds, similar and are competitive with one another; and in this way, the term "consideration set of stores" is defined as those store alternatives the consumer is aware of and evaluates positively. The purpose of this study is to aid in understanding the consideration set of stores in store choice processes in apparel product purchases. More specifically, this study aims to clarify the relation between consideration set of stores and importance of store image. As a result, the respondents of quantitative study were classified into seven groups by the number of stores and store types they considered: 1) "small-road shop sets group" ; 2) "small-market sets group" ; 3) "small- department store sets group" ; 4) "small-department store/outlet sets group" ; 5) "large-department store/market sets group" ; 6) "large-department store/road shop sets group" ; and 7) "large-department store sets group". Further, significant differences among the groups in the importance of store image were observed. For example, low prices were an important factor in both the small-market considering group and large-department store/market considering group when choosing a retail store, there were also differences in the considering groups in that for the small-department store considering group, store mileage-discount cards were important whereas ample space for relaxation around the stores were important retail store selection factors for the large-department store/road shop considering group. This study may provide a useful direction to retailers in finding out who the target customers and competitive stores are and allow retailers to make proper marketing strategies.

• Journal of Distribution Science
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• v.6 no.1
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• pp.117-128
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• 2008

The purpose of the research is to furnish basic data for efficient and effective marketing by examining the correlation how a certain element effects on customer's selection behavior, when they choose private label branded clothes at the store of giant discount store like E-.mart, Home-plus, Lotte-mart and 2001 outlet. We come to the following conclusions through such procedures; What we found on this study is that main factors of decision related purchasing garment of private brand in giant discount store is based on the sales price, quality of products and needs of customer's using. Further to this, in terms of choice activity in private brand clothes, we realized the price value is depend on the resonable price with the items because nowadays most customers can be compare to other discount store around their shopping place including trend of garment and quality of products. The order of the general inclination in selection behavior of private branded garment in giant discount store is as follows; Sales price > style & trend > quality of product and substantial convenience > display and prompt buying. Judging from the conclusion of the research we noted that customer's satisfaction comes from their target price to supply substantial needs and in terms of styling of clothes should be considered current trendy compared to national brand as well.

• The Journal of Society for e-Business Studies
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• v.27 no.1
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• pp.15-28
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• 2022

Due to recent expansion of online market such as clothing, utilizing customer review has become a major marketing measure. User review has been used as a tool of analyzing sentiment of customers. Sentiment analysis can be largely classified with machine learning-based and lexicon-based method. Machine learning-based method is a learning classification model referring review and labels. As research of sentiment analysis has been developed, multi-modal models learned by images and video data in reviews has been studied. Characteristics of words in reviews are differentiated depending on products' and customers' categories. In this paper, sentiment is analyzed via considering review data and metadata of products and users. Gated Recurrent Unit (GRU), Long Short-Term Memory (LSTM), Self Attention-based Multi-head Attention models and Bidirectional Encoder Representation from Transformer (BERT) are used in this study. Same Multi-Layer Perceptron (MLP) model is used upon every products information. This paper suggests a multi-modal sentiment analysis model that simultaneously considers user reviews and product meta-information.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.2
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• pp.77-84
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• 2015

According to a recent survey, the sales amount of luxuries and imitations is getting larger. Especially young consumers in 2,30's have a strong desire to own luxuries, so I tried to build a theoretical base on the 20's consuming trend. Meanwhile, targeting university students who represent consumers in 20's, I investigated the recognition of luxuries, shopping experience, main shopping items, monthly spending money, and future purchase intention. I also investigated shopping experience of imitation, main shopping items, purchase reasons, and future purchase intention. I tried to suggest lots of academic and practical implications in marketing strategy building of luxury brand, aiming young consumers in 20's. On the social-psychological view point, young generation have relatively weak sense of control or self-efficacy. So, they are easily submerged in conspicuous consumption by the atmosphere around. As a result of empirical research, I found that Korean students recognized luxuries as excellent in quality, or the world famous brand. In particular, statistically significant gender difference was shown in the luxuries characteristics as the high-quality brand for male students and the world famous brand for female students. Most respondents have experience buying luxuries. And more monthly spending money, more experience they have. Respondents' purchased items were in order of fashion goods, clothing, watches/jewelry, cosmetics/perfume. And the statistically significant differences between gender and monthly spending money were shown. Not many respondents purchased luxuries imitations, and main purchased items were fashion goods. Most of purchase motives are price over quality and economy reason. The phenomena that the respondents of relatively high levels of monthly spending money had lots of luxuries imitations shopping experiences is interesting. Female students showed higher purchase intention for luxuries and imitations than male students. There was no statistically significant difference in grade level, but was found something interesting in monthly spending money. As monthly spending money increased, the purchase intention of luxuries increased, but the purchase intention of luxuries imitations decreased. However, non-linear trend was shown in the specific allowance level. This is replicate of the luxuries imitations purchase experience. Following studies will be needed for the exact interpretation for this. This study is an exploratory and descriptive, but can provide lots of fruitful academic and practical implications in formulating luxuries marketing strategies.

• Journal of Intelligence and Information Systems
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• v.26 no.3
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• pp.91-108
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• 2020

Korea's famous soccer players are steadily performing well in international leagues, which led to higher interests of Korean fans in the international leagues. Reflecting the growing social phenomenon of rising interests on international leagues by Korean fans, the study examined the overall consumer perception in the consumption of uniform by domestic soccer fans and compared the changes in perception following the transfers of the players. Among others, the paper examined the consumer perception and purchase factors of soccer fans shown in social media, focusing on periods before and after the recruitment of Heung-Min Son to English Premier League's Tottenham Football Club. To this end, the EPL uniform is the collection keyword the paper utilized and collected consumer postings from domestic website and social media via Python 3.7, and analyzed them using Ucinet 6, NodeXL 1.0.1, and SPSS 25.0 programs. The results of this study can be summarized as follows. First, the uniform of the club that consistently topped the league, has been gaining attention as a popular uniform, and the players' performance, and the players' position have been identified as key factors in the purchase and search of professional football uniforms. In the case of the club, the actual ranking and whether the league won are shown to be important factors in the purchase and search of professional soccer uniforms. The club's emblem and the sponsor logo that will be attached to the uniform are also factors of interest to consumers. In addition, in the decision making process of purchase of a uniform by professional soccer fan, uniform's form, marking, authenticity, and sponsors are found to be more important than price, design, size, and logo. The official online store has emerged as a major purchasing channel, followed by gifts for friends or requests from acquaintances when someone travels to the United Kingdom. Second, a classification of key control categories through the convergence of iteration correlation analysis and Clauset-Newman-Moore clustering algorithm shows differences in the classification of individual groups, but groups that include the EPL's club and player keywords are identified as the key topics in relation to professional football uniforms. Third, between 2002 and 2006, the central theme for professional football uniforms was World Cup and English Premier League, but from 2012 to 2015, the focus has shifted to more interest of domestic and international players in the English Premier League. The subject has changed to the uniform itself from this time on. In this context, the paper can confirm that the major issues regarding the uniforms of professional soccer players have changed since Ji-Sung Park's transfer to Manchester United, and Sung-Yong Ki, Chung-Yong Lee, and Heung-Min Son's good performances in these leagues. The paper also identified that the uniforms of the clubs to which the players have transferred to are of interest. Fourth, both male and female consumers are showing increasing interest in Son's league, the English Premier League, which Tottenham FC belongs to. In particular, the increasing interest in Son has shown a tendency to increase interest in football uniforms for female consumers. This study presents a variety of researches on sports consumption and has value as a consumer study by identifying unique consumption patterns. It is meaningful in that the accuracy of the interpretation has been enhanced by using a cluster analysis via convergence of iteration correlation analysis and Clauset-Newman-Moore clustering algorithm to identify the main topics. Based on the results of this study, the clubs will be able to maximize its profits and maintain good relationships with fans by identifying key drivers of consumer awareness and purchasing for professional soccer fans and establishing an effective marketing strategy.