• The Research Journal of the Costume Culture
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• v.27 no.1
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• pp.64-71
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• 2019

Climate change and global warming are the biggest challenges of the current generation. Every industry has contributed to the climate change and global warming. Even the apparel industry cannot avoid the criticism regarding fast fashion and its contribution to the pollution. The transition to the decarbonized economy is in progress. All aspects of business functions are influenced by climate change. Sustainable development and climate change are closely linked, and business plays the key role in addressing and finding solutions to the challenges of climate change. Luxury brands are the trendsetters and tastemakers. They are the leaders in the fashion industry and therefore responsible for improving on sustainability as well. Even luxury business cannot avoid environmental issues. The relation between luxury and sustainability is explored with the Burberry case based on the Triple Bottom Line (TBL) framework. There are various ways for luxury brands to excel in sustainability and affect other companies' practices. The companies can incorporate the concept of sustainability in their brand stories as part of the branding process. They can also improve demand planning accuracy and produce upcycled goods. Centering on Burberry's case, this paper aims to explore the current sustainable practices of luxury business along with its future direction toward sustainable development. Its contribution and directions for both researchers and business practitioners are discussed.

• Asia Marketing Journal
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• v.21 no.2
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• pp.99-115
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• 2019

Branding strategy is important in the hyper-competitive luxury industry. In digitalized market environments, it is critical for luxury brands to transfer their established brand equity from the offline market to the online market. The purpose of this study is to examine the causal relationships between offline brand equity (i.e., brand awareness, brand image, and perceived quality)toward online consumer responses, including satisfaction and loyalty, in the context of luxury brands. In addition, this study investigates the moderating effects of offline brand trust on the relationship between offline brand equity and online satisfaction and loyalty. Data was collected via online surveys. For empirical validation of the proposed hypotheses, a structural equation modeling technique was employed. The results show that offline luxury brand awareness, brand image, and perceived quality have a positive effect on consumers' online satisfaction. Also, offline brand image has a positive effect on online consumer loyalty. The results indicate that there is a significant moderating effect of offline brand trust on the relationship between brand image and e-loyalty. The results of the present study provide implications for luxury brand managers and retailers to develop effective online sales strategies.

• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.3
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• pp.19-32
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• 2020

Recently, the luxury brand market has expanded from the 5060 market to the 2030 market segment due to diversification of distribution channels, an increase in income, and changes in consumption values. This change is attributed to the increase in sales of fashion accessory products, such as bags and wallets, thereby confirming the importance of the luxury brand fashion accessories market. However, there are few studies of the luxury brand fashion accessories market or brand loyalty for fashion accessories, which accounts for a large proportion of the overall luxury brand market. The purpose of this study was to develop and empirically test a theoretical framework that captures and compares the difference of impact of service quality, product attributes, and consumer satisfaction on luxury brand loyalty between the 20-30 market and the 5060 market of the fashion accessories market. Data was collected from 598 customers who purchased luxury brand fashion accessories by objective sampling. Structural equation modelling was used to test the hypotheses developed for the study. Results found evident effects of consumer satisfaction on luxury brand loyalty through the perception of service quality by consumers. Additionally, in the 2030 market, the fashion accessory attributes had little impact on consumer satisfaction and luxury brand loyalty, whereas in the 5060 market, it had a significant impact only on consumer satisfaction, but not on luxury brand loyalty. This is the first study to examine a structural equation model of luxury brand loyalty to compare the difference of the model between segmented markets, such as the 2030 market and the 5060 market of the luxury brand fashion accessories market. These results will contribute to a better understanding of the mechanism that underlie the operation of an effective luxury branding strategy for fashion accessories.

• Journal of the Korea Fashion and Costume Design Association
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• v.24 no.1
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• pp.83-98
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• 2022

This study identified the characteristics of the subculture aspects that led to the success of luxury brands and analyzed the implications of those aspects. For this, semantic analysis in a socio-cultural context was performed. Additionally, this study took the theoretical background, the change in subculture and post-subculture, the digital youth generation, and the change in the meaning of subculture style into consideration. The subculture style aspect and its meaning in luxury fashion brands were analyzed as follows: First, there are challenges that betray the legitimacy or values of luxury brands. Through this, the brand gained recognition and increased sales, and the designer gained a reputation as an innovative creative director. It can be seen that more successful branding was promoted by securing a more subcultured fandom. Second, by combining subculture image fragments, these brands cater to the diverse tastes of a myriad of subcultures. This maximizes commercial profits. Third, most promotional marketing activities are collaborative and done digitally, which allows for a wider customer base, but the difference is in digital capabilities. Limited editions or application use on social networks can act as another driver. It is said that the distinction in high-priced luxury brands is not only driven by economic power but also by sub-cultural capital and digital ability.

• International Journal of Advanced Culture Technology
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• v.11 no.3
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• pp.39-44
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• 2023

As the number of companion animals reaches 15 million in 2022, the pet wear market is expected to grow at an average annual rate of about 14.5% from KRW 1.5684 trillion in 2014 to a market size of over KRW 6 trillion in 2027. However, most of the pet clothing and various supplies currently in circulation are either cheap, low-quality products imported from China or other countries, or expensive products released by overseas luxury brands. Therefore, it is urgent to develop a brand that can compete with luxury products coming from overseas by developing premium pet fashion products using high-end functional fabrics produced domestically. This study seeks to propose ways to revitalize the domestic pet fashion market by examining the current status of global pet fashion, the domestic textile industry, and the current status of the pet fashion market. The suggestions and expected effects are as follows. First, active support is needed for the development of products using domestically produced fabrics, such as raising awareness through various subsidy projects and contests. Second, it is expected that small and medium-sized businesses will be revitalized through the production of pet fashion products using high-quality functional knit fabrics produced in northern Gyeonggi Province. Third, it is necessary to produce high-quality premium products through continuous and intensive support from the government and collaboration between large corporations and small and medium-sized enterprises. Fourth, there is an urgent need to provide opportunities to train experts for the expected effects of starting businesses and creating new jobs.

• Journal of the Korean Society of Food Culture
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• v.24 no.5
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• pp.467-477
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• 2009

This study was conducted to investigate and analyze food related and space related elements of popular Vietnamese restaurants in Hong Kong to identify restaurant images related to food, to examine how Vietnamese traditions are applied to such restaurants, and ultimately, to get their implications for us. Luxury Vietnamese restaurants in Hong Kong tended to be located in major office buildings and famous shopping malls in the downtown area; therefore, they were highly accessible to foreigners. In addition, most Vietnamese restaurants were quite formal in size or atmosphere. The food-related elements of the luxury restaurants reproduced traditional menus, but the table setting and service generally adopted a formal Western style setting. The presentation of foods was also creative and contemporary, to suit international customers' tastes. Regarding the spatial elements, restaurants serving traditional menus had interiors influenced by the French colonial period, while those serving contemporarily adapted menus had interiors with simple contemporary images emphasized by Vietnamese traditional decorations. These characteristics allowed foreigners from diverse countries to access the restaurants without a sense of rejection. Casual restaurants were primarily exposed to many people on busy roadsides, but they tended to be inferior in terms of size and quality. Apart from size and price level, food-related elements failed to reflect Vietnamese unique traditional characteristics. The outward appearance consisted of basic construction materials (glass, chassis, and bamboo) instead of those representing Vietnamese architecture. Additionally, the interior of the casual restaurants contained traditional elements or objects more frequently than luxury restaurants, but they looked rather disorderly and lacked harmony. Overall, the image of casual restaurants was degraded by the use of cheap and low quality finishing materials and furniture. The results of this study may be useful for organizations promoting the Branding of Korea or businesspeople and designers promoting the globalization of Korean foods.

• Journal of Digital Convergence
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• v.12 no.2
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• pp.129-142
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• 2014

The age of local government has set in, most of the cities have made the brand slogan to create a competitive luxury city and to enable the local economy to keep pace for digital promotion policy with the regional branding. Age of limitless competition, local governments have continued to digital promotion policy the slogan, local people's awareness and satisfaction about the brand slogan is generally high, but this is noted in seven cities commonly that reflect the characteristics of the region and inconvenient distinctive identity design. This study is the meaningful to derived the problem of city brand slogan development policy through analysis the citizens awareness of seoul and 6metropolitan's brand slogan development digital promotion policy and help to become a future development and management of city brand slogan digital promotion management policy in Korea.

• Journal of the Korean Home Economics Association
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• v.48 no.8
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• pp.99-111
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• 2010

The purpose of this study was to identify the factors, which influence impulsive buying at duty-free shops. This involved an investigation into the effects of demographic characteristics, the types of purchased items, and the situational and emotional factors affecting impulsive purchasing behaviour in consumers, who had bought items from duty free shops in the past three years. The findings are as follows. Firstly, while beverage and cosmetic items were found to encourage impulse buying, in general demographic variables and type of product had only a slight influence. Secondly, the situational factors of price benefits, overseas luxury branding, and ease of access in the duty free shopping area all had a definite positive influence. Thirdly, with regard to emotional factors, positive emotion was found to have strong augmenting effect on impulsive purchasing. The findings can be used in the development of educational materials to prevent impulsive purchasing and promote sensible consumer behaviour.

• Journal of Fashion Business
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• v.19 no.6
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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.

• Journal of Agricultural Extension & Community Development
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• v.20 no.4
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• pp.1181-1216
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• 2013

This study was accomplished to enhance brand value for hanwoo and to develop strategy for brand positioning that move customer's heart. This study in order to achieve the research was carried out as follows: First, the cluster analysis based on demographic characteristics for consumer on the basis of three types segmentation on market was conducted. Market A was consisted of a well-educated, high-income and young bracket. Market B was consisted of a well-educated, high-income and middle-aged bracket. Market C was consisted of a low-income and middle-aged class. Second, consumer's positioning map was analyzed based on perceiving data which are products' functional, emotional, and self-expressive benefits about consumer's feeling beef products. This study was analyzed each relative brand advantage and structure of competition on segmented market by conjoining each brands positioning map and feature vectors map. By the result of the analysis, each brand's positioning strategy was devised. As a result of the study, the hoengseong hanwoo is competitive about all kinds of market. We chooses that hoengseong hanwoo's target is A market, because that brand is evaluated as a high-ranked quality by high-class image of luxury price, quality, brand image. For management improvement sake, this brand(the hoengseong hanwoo) is needed to effort for promoting consumer's awareness about safety and reliability.