• 한국의류산업학회지
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• 제20권2호
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• pp.143-155
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• 2018

The purpose of this study is elucidate the status and role of fashion house museums including art museums that are affiliated to luxury fashion brands. This study is significant in that it offers profound understanding of the history of luxury brands and the direction of communication these luxury brands are taking through online and offline museums. For research methods in this study, literature review and case studies were combined. Based on the luxury type classification by Sicard, the scope of research was determined to include the French classical luxury brands to modern luxury brands and contemporary luxury brands. Examining the current status of fashion house museums, it was found that Cartier Foundation for Contemporary Art is an art museum operated by the luxury fashion brand, Cartier. Other fashion house museums in operation included $Herm{\grave{e}}s$ Museum, Foundation Louis Vuitton Museum, $Crist{\acute{o}}bal$ Balenciaga Museum, Yves Saint Laurent Museum, Gucci Museum, Christian Dior Museum, Prada Foundation Museum, Ferragamo Museum, Armani Silos, and so on. As for online museums, there was Valentino Garavani Virtual Museum. These luxury fashion brands' museums serves the following roles: provides references to the fashion industry professionals and researchers; differentiates the brand as means of experience marketing; promotes the brand and enhances brand communication through exhibitions of the founder and designers; archive the brand's design and builds the brand's history as a means of storytelling marketing.

• 패션비즈니스
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• 제19권6호
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• pp.82-100
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• 2015

Mobile fashion apps present much opportunity for marketers to engage consumers, however not all apps provide enough functions for their targeted audience. This study aims to determine how mobile fashion apps can be used to build brand community with consumer engagement. Qualitative data on fashion mobile apps were collected from the Apple app store and Android market during the spring and summer of 2015. A total of 110 fashion mobile apps were collected;, 50 apps were identified as apparel brands that either manufacture or sell apparel to consumers, which we categorized as "brand" fashion apps, and the remaining 60 were categorized as "non-brand" fashion apps. The result of the study can be summarized as below. The 60 non-brand fashion apps were grouped into 5 app types: shopping, searching, sharing, organizational, and informational. The main functions are for informational use and shopping needs, since at least half (31 apps) are used for either retrieving information or for shopping. However, in contrast, social networking and location were infrequent and not commonly utilized by these apps. The most common type of non-brand fashion apps available were shopping apps;, many shopping apps enable users to shop from several different websites and save their items into one universal shopping cart so that they only check out once. Most of these apps are informational and help consumers make more informed decisions on purchases;, in addition many offer location services to help consumers find these items in store. While these apps perform several functions, they do not link to social media. The 50 brand apps were grouped into 5 brand types: athletic, casual, fast fashion, luxury, and retailer. These apps were also checked for attributes to determine their functionality. The result shows that the main functions of brand fashion apps are for information (82% of the 50 apps) as well as location searching (72% of 50 apps). Conversely, these apps do not offer any photo sharing, and very few have organizational or community functions. Fashion mobile apps and m-marketing elements: To build brand community, mobile apps can be designed to motivate consumer's engagement with brands. The motivations of fashion mobile apps are useful in developing fashion mobile apps. Entertainment motives can be fulfilled with multimedia attributes, functionality motives are satisfied with organizational and location-based features, information motives with informational service, socialization with community and social network, learning and intellectual stimulation from informational attributes, and trend following through photo sharing. The 8 key attributes of mobile apps can correspond to the 4 m-marketing elements (i.e., Informative content, multimedia, interactions, and product promotions) that are further intertwined with m-branding elements. App Attributes and M-Marketing aim to Build Brand Community;, the eight key attributes can impact on 4 m-branding elements, which further contribute to building brand community by affecting consumers' perceptions of brands preference and advocacy, and their likelihood to be loyal.

• International Journal of Advanced Culture Technology
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• 제11권3호
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• pp.315-320
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• 2023

Covid-19 is rapidly changing the global society. In particular, as the online connected world has become more important in recent years, new communication methods such as VR, AR, and metaverse have emerged as global trends. As social interest in technologies such as metaverse, blockchain, and NFT continues to grow, this study aims to understand the concept of NFT, which is being illuminated as a global trend keyword, and to examine the current status of the global fashion industry. As a result of examining NFT application cases of fashion brands that have grown rapidly since Covid-19, the use of NFT in the global fashion industry can be largely classified into three categories - Collection and Investment Type, Game Type NFT, Marketing and Event Type NFT. Based on this, We expect that this study will be used as basic data to actively utilize NFT, which is still in its infancy, to prepare a plan to revitalize the domestic fashion industry.

• 한국의류산업학회지
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• 제4권6호
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• pp.517-523
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• 2002

This study examines whether there are differences in consumer's evaluation price zone on the clothing clue (the type of clothing, brand, time of fashion, place of origin, material. submaterial, place for sale) according to consumer purchasing behavior. Therefore the ultimate goal is to offer help in fixing price when establishing marketing of the clothing industry by grasping the actual price set by consumers under the IMP system. The female consumers of 20s and 30s were chosen as study subjects for their sensitivity to the purchase of clothing. The tests carried out in this research are: SPSSIPC+ is used for frequency Analysis. The Results of this study are showed as the following: It was analyzed that 4 types of consumer are the reasonable consumption oriented consumer, fashion oriented consumer, the no care of fashion consumer and high price oriented consumer Among the several kinds such as the type of clothing, brand, time of fashion, place of origin, material, submaterial, place for sale, only on the type of clothing, there are difference in the type of the consumers, on the time of buying clothes, in the behavior of buying clothes and also on the degree of fashion and the place of origin among such kinds.

• 한국의류학회지
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• 제42권5호
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• pp.823-838
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• 2018

The article surveys the technique and characteristics of contemporary fashion exhibitions in terms of fashion museography and fashion curation. The article reviewed both a literature study on the history of fashion exhibition focused on the display technique as well as a case study of domestic and international contemporary fashion exhibitions. The results of the article is as follows. Fashion brand exhibitions are about building competitive business advantage by planning differentiated contents. It gives viewers a brand fantasy and increases brand loyalty. This type mainly displays the latest collections on the commercial purpose as well as uses diverse mediums and high technology to make a spectacular space that provides an immersive experience to the viewer. Second, the museum fashion exhibition focuses on the roles of fashion in terms of social, cultural and artistic aspects that also focus on public education. The presentation technique emphasizes careful collection conservation rather than celebrate fashion business. The article is to encourage a further scholar discourse of fashion curatorial practice and theory.

• 한국의류학회지
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• 제31권3호
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• pp.440-450
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• 2007

The purpose of this study was intended to investigate influence of consumer's brand loyalty, competitor's brand price and brand switching intention in condition of discount sale of casual apparel products. The data for the study was obtained through the use of an experimental design which was $2{\times}[2{\times}2]$ mixed factorial design. The subjects were 730 college students. The data were analyzed by cluster analysis, ANOVA, simple interaction analysis and simple main-effect analysis. The following results were founded: First, The results indicated that the 3-way interaction effects among consumer's brand loyalty competitor's brand price and discount on brand switching of casual apparel products. Second, the results indicated that the 3-way interaction effects among consumer's brand loyalty competitor's brand price and discount on consumer preference of casual apparel products. These results indicated that low brand loyalty group on casual products showed high preference and high brand switching on competitors brand when competitor's brand price was lower than preferred brand price and discount type was absolute frame. High bran loyalty group on casual apparel products preferred and switched high competitor's brand when discount type was absolute frame.

• 패션비즈니스
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• 제3권3호
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• pp.15-26
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• 1999

The purpose of the study was to investigate brand images and fashion leaderships of women's wear manufacturers targeting middle-aged women or older women. Thus, this study was to be an exploratory study to investigate clothing behavior of elderly female consumers and search apprel niche-market for them. The questionnaire consists of questions on brand images, fashion leadership, and merchandise assortment. The subjects were to evaluate their brand images and rated on 5 point Likert-type scales of 29 adjectives. The fashion leadership of these brands was evaluated by the degree of fashion trends adopted on 7 aspects including fashion images, silhouettes, fabrics, colors, design details, accessories, and item-coordinations. For the survey, both interview and the subjects were 66 manufacturers which have national brands or designer brands. Among 44 respondents, 30 respondents were designers and the rest of them were merchandiser or shop managers. The SPSS PC+ package was used to calculate frequency, T-test, and cluster analysis. The results from survey of manufacturers targeting middle-aged women or older women are as follow: 1) The brand imges which they pursue are prestigious, practical, and elegance. 2) There were significant differences in brand images, and national brand manufacturers pursue stronger images in prestigious, chic, intelligent, competency, than designer brand manufacturers. 3) 40 brands were divided into two clusters. 36 brands were included in one cluster, and only 4 brand were belong to the other cluster. In this market, the image of feminity was grouped with the image of prestigious, chic, intelligent, competency. 4) In product planning, the adption level of fashion trends in 7 aspects was generally at medium level, but fashion trends were more adopted in fabric, color, and item-coordination.

• 패션비즈니스
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• 제16권6호
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• pp.144-159
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• 2012

This study was to examine the effect of standards of selecting jeans and appearance management behavior on leisure lifestyle. Questionnaires were administered to 253 college students living in Deagu and Kyoungbuk. Data were analyzed by using frequency, factor analysis, regression analysis, t-test, and ${\chi}^2$-test. The findings are as follows. Factor structure of each concept appeared to be brand-valued, functionality valued and design-valued for standards of selecting jeans, diet management, exercise management, weight management and appearance satisfaction. Leisure lifestyle consisted of sports activity-type, sociality-type and self-management-type while value lifestyle consisted of active sociality-oriented, family-oriented and economic feasibility-oriented. There was a significant difference in brand-valued and design-valued of standards of selecting jeans and in frequency of wearing jeans male students showed higher than female students. The result of this study showed brand-valued, diet management, exercise management, weight management, and appearance satisfaction had significant effect on sports activity-type and design-valued and weight management had significant effect on sociality-type. Brand-valued affected self-management-type significantly and brand-valued, design-valued, diet management and appearance satisfaction had a significant effect on active sociality-oriented and brand-valued and diet management affected family-oriented.

• 한국의류학회지
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• 제34권7호
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• pp.1149-1161
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• 2010

This study identifies the dimensions of cosmetics consumption values and the differences in cosmetics brand selection through a cosmetics consumption value group and by product type. The subjects of the study were females over age 20 living in Seoul and Gyeonggi Province between January and February 2008; 427 questionnaires were used for analysis. For data analysis the SPSS 17.0 statistical program was used, and principal component analysis, factor analysis using Varimax rotation, Cronbach's ${\alpha}$ reliability testing, cluster analysis, ANOVA test, and Duncan test were conducted. The results and conclusions of this study are as follows. The dimensions of cosmetics consumption values were found to be the pleasure value, the fashion value, the function value, the brand ostentation value, and the appearance ostentation value. Five types of groups by factor were identified: the group seeking function, the group seeking fashion and brand ostentation, the group seeking pleasure, the group seeking appearance and brand ostentation, and the indifferent group. Second, The group attaching importance to functionality was more likely to select high-priced brands while the group attaching importance to brand awareness were more likely to seek foreign brands, irrespective of product type. As far as base and color cosmetics are concerned, the group attaching importance to pleasure was more likely to select low, medium, and high priced foreign brands, as well as low and medium priced domestic brands. As for body products, the group attaching importance to fashion and brand awareness tended to select low, medium, and high priced domestic brands, as well as high priced foreign brands. By simultaneously purchasing high, medium, and low priced brands, these groups display an ambivalent consumption pattern. This study identified the differing dimensions around cosmetics consumption values and cosmetic brand selection. The research findings helps cosmetic companies set product prices and contributes to cosmetic marketing strategies.

• 한국생활과학회지
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• 제17권3호
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• pp.485-492
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• 2008

The study is to provide the types of fashion consumption of male and female university students and to analyze fashion involvement to the types and students' source of fashion information. Then the correlations were examined between fashion involvement and source of fashion information. The data were analyzed by a factor analysis, one-way ANOVA, Duncan test, cluster analysis, cross-tabulation analysis. The results are as follows: 1. The awareness about fashion consumption is classified into five factors: "hedonic consumption", "impulsive consumption", "brand loyal consumption", "prudent consumption", and "independent consumption". The fashion involvement to the types is categorized into four factors; "pleasure", "trend", "image", and "risk awareness". The source of fashion information is categorized into "mass media", "product information", and "personal information". 2. The fashion consumption is classified into three types: "an independent consumer type", "a brand loyal/ prudent consumer type", and "an impulsive consumer type". 3. In the fashion involvement to the types and the source of fashion information, there is a high correlation between the factors of "mass media" and "trend", "product information" and "pleasure" and "personal information" and "trend".