• 복식문화연구
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• 제30권1호
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• pp.102-120
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• 2022

With the growing importance of ESG as a must-have business strategy, this study attempted to analyze the current state of ESG practices in the Korean fashion businesses. The ESG cases of fashion business were collected from news articles searched on the largest Korean internet portal by November 2021 from October 2020 when the number of articles began to increase meaningfully. Three hundred ninety one ESG cases of 112 fashion manufacturing brands and 332 ESG cases of 49 retail brands were analyzed. Casual and outdoor/sportswear brands among fashion manufacturers were most active in ESG practices, and various online and offline retailers were practicing ESG. Approximately one-third of the fashion brands were positioned as eco-friendly concept. While environmental practices were the most practiced ESG, governance was the least practiced. Among environmental practices, fashion manufacturing businesses were most active in eco-friendly product development, while retail businesses were in eco-friendly campaign-event-service and eco-friendly packaging. The most active social practice was the contribution to communities, followed by retail businesses' sharing growth with partner businesses. Governance practices were focused on the structure and operation of the board. Various ESG collaborations with various partners were also observed. The research result is meaningful verifying and diagnosing the ESG practices of the Korean fashion businesses.

• 한국의류학회지
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• 제47권6호
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• pp.1057-1079
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• 2023

This paper examines the use of semiotics for analyzing fashion advertisements in the fast fashion industry. While previous studies have explored the use of semiotics in various industries, the application of this theory in the fashion sector-especially regarding fast fashion's commercial videos related to sustainability-remains underexplored. The paper adopts Roland Barthes' Semiotics Theory to analyze the advertising videos related to the sustainability of major fast fashion brands such as H&M, MANGO, and ZARA. The research approach involved reviewing all commercial videos related to sustainability on these brands' official YouTube accounts and conducting comprehensive analyses of advertisements using the binary opposition analysis framework. The paper's findings indicate that these commercial videos serve as a platform to mold a brand's sustainability image and promote the notion that fast fashion brands are leading the charge toward sustainability, preparing for an unpredictable future, guiding people toward hope, and offering ultimate freedom. This research high-lights the necessity for a critical examination of advertising videos related to sustainability in the fast fashion industry to guarantee accountability and transparency.

• 패션비즈니스
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• 제15권1호
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• pp.92-102
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• 2011

The purpose of this research is to study the types of name spectrum and their characteristics of domestic men's wear brands focusing on formal and casual wear and also examine the differences based on the type of brands' product and brand style. Total 184 of men's wear brands, which were consisted of 66 formal wear brands and 84 casual wear brands, were selected from '2009 Korea Fashion Yearbook'. For data analysis, quantitatively evaluated the frequency and qualitatively evaluated the image of brand product and the meaning of brand name. The result as follows; 1. The domestic fashion brands for men's wear appeared to have four types of name spectrum. The descriptive name was the most frequently showed, and followed by arbitrary, suggestive, and coined name. For formal wear brands, four types of name spectrum were appeared in the order of descriptive, suggestive, coined, and arbitrary name. In casual wear brands, three types of name spectrum were appeared in the order of descriptive, arbitrary, and suggestive name. 2. The characteristics of men's brand name according to their name spectrum was as follows.; In the descriptive brand names, person's name was used the most and some ascribed the characteristics, feature or geographic location of the product. The suggestive brand names contained images and symbols of the product and also implied the relevant benefit information in a particular product context. In the arbitrary brand name, they imply the various meanings according to the product and are made up of either coined or natural. For the coined name, some bear the ideology or symbolized the characteristics of product itself. 3. The descriptive name spectrum showed the most in domestic menswear brands, regardless of the brand type. Except this, there were differences in the type and the frequency of name spectrum depending on the brand type.

• 패션비즈니스
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• 제14권3호
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• pp.154-171
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• 2010

This study is to examine and compare the brand power such as image, satisfaction and loyalty, of the main brands(Donna Karan, Anne Kelin, Michaa, Obzee) with successful second brands(DKNY, AK Anne Klein, it michaa, O'2nd) to launch the brand Extension. The results are the following. First, in the many demographical characteristics, the main brand most favored by women in their 20s were only affected by age. Second, All 4 brands had a strong urbane and luxurious image, while 'exotic' or 'sporty' scored the bottom. Third, the results of the brand satisfaction were given out different values for the 4 brands. The overall satisfaction level was highest in Donna Karan and Obzee equally. Fourth, if we look at the brand loyalty level of the brands, Donna Karan scored highest followed by Obzee, Michaa, and Anne Klein. All 4 brands have shown that customers had high confidence to the brand and a high willingness to repurchase them. Fifth, about how the images of the main brand influence the satisfaction level of the brands. For Donna Karan, Michaa, and Obzee, the brand images did have effects on the brand satisfaction, but Anne Klein's brand image didn't affect its satisfaction level. Sixth, all 4 brands have shown that satisfaction levels had effects in brand loyalty.

• 복식문화연구
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• 제15권6호
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• pp.996-1007
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• 2007

This study was focused on recognitive reaction. The purposes of this study was to analyze the fashion brands through correlation analysis between top of mind, recall, recognition, impact index and consumer behavior, and to identify the graveyard brand, niche brand and core brand. 33 questions about 20 fashion brands were asked to 442 males and females from the middle school students to age of 40. Data were analyzed mean, standard deviation, frequency, and correlation by using SPSS 12.0. The results were as follows: 1. Top of mind, recall and recognition affected recognizing the brands and including evoked setting, but it didn't lead the customer to purchase the brand. 2. Although top of the mind and recall are high, the percentage of purchasing the brand is relatively low if a consumer doesn't own the brand. 3. Brands 'B', 'L', 'PF', 'D' and 'BM' were represented as niche Brands which had high recognition and memory. 4. Brands 'TB', 'I', 'EN', 'ML', 'E' could be Graveyard brands that need special management. 5. Brands with the high impact index were 'A', 'T', 'I', 'C' and 'B'. These brands were recognized as the core brands by consumers.

• 복식
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• 제63권1호
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• pp.120-134
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• 2013

This study was intended to investigate the designs that are displayed on fashion windows, specifically the originality of its designs, from here on noted as "design originality", and the effects it has on the attitudes of consumers toward fashion brands and their purchasing intentions depending on their level of clothing involvement. For the purpose of this study, 10 pictures of creative fashion window display designs from Fifth Avenue in New York were selected and they were shown to 200 college students in Busan in order to collect data for the analysis. The results are as follows: 1) Factor analysis identified four factors that impacted how consumers judged design originality, uniqueness, humor, favorable impression and advanced design. 2) The four factors of design originality in fashion window display significantly affected consumer's evaluation on usefulness of information provided by the window display, attitudes toward fashion brands and purchase intention. 3) The respondents were separated into two groups depending on their level of clothing involvement. Consumers with high level of clothing involvement showed that they were influenced more by the design originality when making purchase decisions. Especially, the uniqueness factor and advanced design factor had more effect on brand attitudes and purchase intention in high level of clothing involvement group. The results revealed that creative fashion window display design are important marketing strategic tools that affect attitudes of consumers toward brands and their purchasing intentions.

• 한국의류학회지
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• 제47권3호
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• pp.425-441
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• 2023

Over the past few years, the fashion industry has faced numerous environmental issues and sustainability is being promoted as the key to success. This study conducted in-depth interviews with a range of stakeholders, such as designers and marketing professionals from upcycled Korean fashion brands, to examine how their sustainable values are reflected and developed through corporate activities related to planning, production, promotion, and distribution. The sustainable values inferred from the interviews were coded based on Schwartz's universal values with a view to addressing conflicts of values and promoting the sustainability of upcycled fashion brands in Korea. Through this process, the study derived universalistic, economic, and self-oriented sustainable values. The study also proposed a conceptual framework for upcycled fashion brands by discussing difficulties and limitations and offer proposals that could help the industry. The results indicate that a key driver for market success is promoting sustainable values in upcycled fashion. Finally, suggestions are offered for follow-up research that can further support sustainable practices in the fashion industry.

• 한국멀티미디어학회논문지
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• 제23권8호
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• pp.1108-1117
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• 2020

Based on Maslow's hierarchy of needs theory, this research only employs whether to meet consumer needs as a measure, and focuses on the Collaboration Series between Uniqlo and KAWS to discuss the influence of the collaboration between fashion brands and artists on consumer needs. What's more, this paper also proposes whether the collaboration with artists as brands can meet the higher needs of consumers and influence new consumer groups. Finally, it is concluded that the collaboration between fashion brands and artists plays an active role in meeting the higher needs of consumers and can expand new consumer groups, which will provide reference and theoretical basis for enterprises to conduct collaboration with art, incorporate the needs of consumers into the scope of planning, and consider the collaboration with artists more comprehensively.

• 한국의류산업학회지
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• 제13권2호
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• pp.186-193
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• 2011

The purpose of this study was to investigate the consumer buying behavior on rash guard for marine sports. Survey data collected from 105 men in activities of marin sports were analyzed by descriptive statistics, chi-square test, correlation analysis. The results of this study were as follows. First, the age showed a positive correlation in activity carrier. The 64.8% of subject enjoyed primarily the marin windsurfing sport. Second, the buying place was different according to the age group and activity carrier. Domestic brands were lower preference than foreign brands. And there was difference between the domestic and foreign brands in design and wearable sense. The coordinates of rash guard were to pursuit the overall beauty, considering the functional and physical protection. Therefore, it is necessary for the domestic brands to develop the products competing with the foreign brands.

• International Journal of Costume and Fashion
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• 제7권2호
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• pp.32-40
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• 2007

American trendy casual styles can be characterized as fitted to body and rendering sexy and fashionable images and now very popular in Korea. This paper aims to identify diffusion channels of Amreican trendy casual style among Korean market and the characteristics of imitation for American trendy casual styles made by Korean casual brands. American trendy casual style was introduced and diffused mainly through 3 channels: American films and TV dramas, on-line communities, on-line shopping mall speciallized for purchasing American apparel brands. Some of American celebrities became fashion ikons and played critical roles in diffusing American trendy styles. After searching websites and fashion magazines and visiting brand stores, several Korean casual brands imitated the styles of American trendy casual brands and the scope of imitation was vast across items. Imitation was found mainly among T-shirts,jacket, jumper, pants, skirt and accessaries. Also imitation was found in almost every aspects of clothes such as shape, sihlouette, color, prints and stitching, belt, and drawstring.