• 제목/요약/키워드: luxury fashion brands

검색결과 151건 처리시간 0.021초

패션 브랜드의 진정성에 대한 한국 소비자의 인식과 진정성 결정요인의 영향 (Perception of Korean Consumers on Fashion Brand Authenticity and Impact of Authenticity Determinants)

  • 윤초롱;오현주;이유리;김소은
    • 한국의류학회지
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    • 제40권5호
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    • pp.815-829
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    • 2016
  • This study investigates Korean consumers' general perception on brand authenticity, tests the influences of authenticity determinants on the evaluation of fashion brand authenticity and compares the influences in terms of brand category (luxury/non-luxury). A three-stage methodological approach was adopted: (1) A literature review identifies authenticity determinants and generates measurement items. (2) A preliminary study uses a quantitative survey (n=50) to purify the determinants. (3) A quantitative consumer survey (n=150) identifies general perceptions on brand authenticity by measuring the perceived relevance of brand authenticity on determinants and explores the influence of determinants on authenticity evaluations using purified measurements of authenticity determinants. The results of general perception on brand authenticity show that Korean consumers deem authentic brands as honest, sincere and socially responsible. The results indicate obvious differences between luxury and non-luxury brands towards the influence of perceived authenticity determinants (genuine, consistent, original, traditional and authoritative) on authenticity evaluation of luxury/non-luxury brands. In non-luxury brands, only 'genuine' and 'consistent' have significant effects that are similar to the results of the general perception on brand authenticity. However, only 'consistent' and 'authoritative' have significant effects for luxury brands and are different from the general perception.

럭셔리와 SPA 플래그십 스토어 체험 -점포 감정 및 충성도에 미치는 효과- (Flagship Store Experience of Luxury and SPA Brands -Effect on Store Emotion and Loyalty-)

  • 박경애;김은영
    • 한국의류학회지
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    • 제40권2호
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    • pp.258-272
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    • 2016
  • This study estimated a structural model for examining causal relationships among flagship store experiences, store emotion and loyalty, and to compare the structural models between luxury and fast fashion SPA brands. A total of 416 responses were collected from consumers who had experience with a variety of luxury and SPA flagship stores. Findings confirmed that flagship store experience consisted of four factors, such as sensory, affective, intellectual and behavioral experiences. Sensory and behavioral experiences had positive effects on store emotion that influenced loyalty. Affective and cognitive experiences influenced loyalty. All aspects of experiences explained store emotion or loyalty for luxury flagship stores; however, two of experiences (i.e., sensory and affective) were important to determine store emotion or loyalty for SPA flagship stores. The study discussed managerial implications for fashion brands to develop and manage flagship stores.

패션명품의 상표자산 구성요소에 관한 연구(제1보) (Dimensions of Brand Equity of Luxury Fashion Brands (Part I))

  • 최윤정;이은영
    • 한국의류학회지
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    • 제28권7호
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    • pp.1007-1018
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    • 2004
  • Luxury fashion brand business is one of the most successful global businesses in these days. The luxury fashion brands with strong brand power permeates through various regions of the world with high added value and buying power. This study was conducted to determine the dimensions of the luxury fashion brand equity so that the fashion marketers can develop strategies to increase their brand power. ID find out the dimensions of the luxury fashion brand equity, qualitative as well as quantitative research methods were employed. Qualitative research was conducted by interviewing 12 consumers who were loyal to the luxury fashion brands. A total of ten dimensions(uniqueness, sophistication, display, economical and utility value, overall pleasure, satisfaction, reputation, trust respect, social acceptance) were identified as a result of the literature review and the qualitative analysis, and a questionnaire was developed based on them. The questionnaire was administered to 250 subjects and the responses were analyzed by factor analysis to confirm the dimensions empirically. As a result of factor analysis, 7 dimensions of fashion luxury brand equity are 'chic and pleasure', 'trust', 'distinction', 'reputation', 'economical and utility value', 'social acceptance', and 'status'. First, 'reputation', 'economical and utility value' and 'social acceptance' are similar to the result of the literature review and the qualitative analysis. Next, 'Chic and pleasure' included 'overall pleasure','display'and'sophistication'that were identified previously. We knew that People would expect emotional responses such as display through luxury fashion brand. 'Trust' included 'trust' and 'satisfaction' that were identifed previously. 'Distinction' included 'uniqueness' and 'respect' that were identifed previously. Finally, 'status' included 'sophistication' and 'reputation' It seemed that the concept of 'sophistication' was near symbolic rather than descriptive.

스페셜 오더 상품과 모바일 SNS 홍보 전략이 브랜드 럭셔리 및 브랜드 관계에 미치는 영향 (Effect of Special Order Products and Mobile SNS Promotions on Perceived Brand Luxury and Brand Relationship)

  • 이계정;이은정
    • 한국의류산업학회지
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    • 제19권4호
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    • pp.411-420
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    • 2017
  • With the increasing popularization of low-priced luxury markets, maintaining the genuine values of luxury has become crucial for luxury fashion brands to attract customers who want exclusivity and rarity. The world-leading luxury fashion houses have employed a variety of experiential marketing strategies like special order product strategies and mobile SNS promotion strategies, yet little research exists on there the strategies actually positively impact brand luxury images and customer attitudes towards the brand. This study empirically analyzed the effects of customer experience of special order products on perceived brand luxury and brand relationship. Furthermore, the study also tested relationships among perceived brand luxury, brand relationship, and brand loyalty. A survey was conducted with Korean female consumers who had purchase experiences of special order products from the brands. We analyzed the data of MTO-experienced respondents due to the lack of respondents who had experienced custom-made product services. The result indicates the significant effect of experience of MTO on brand relationship; however, we found only a partial support for the effect of MTO on brand luxury. Likewise, we found a partial support for the effect of mobile SNS promotion strategies on perceived brand luxury versus full support for the effect on brand relationship.

해외 패션 명품 브랜드의 유통업태별 마케팅 전략 (Marketing Strategies of Imported Fashion Luxury Brands according to the Types of Retailers)

  • 신수연;김민정
    • 한국의류학회지
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    • 제30권2호
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    • pp.221-232
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    • 2006
  • The purposes of this paper were to identity the present condition of the imported fashion luxury brands' market arid to analyze the differences of marketing strategies according to the types of retailers. We selected 3 department stores, 5 luxury brands, 5 stores in Dongdeamun Market, and 5 internet luxury shopping malls, and conducted key informant survey to 20 experts. The brands in department stores consisted the goods according to VIPs' pre-orders, sales of the previous year, and fashion trends, and offered the differentiated customer services to VIPs. The stores in Dongdaemun Market bought the products from the parallel importers or imported the goods from the original nations of the brands by themselves. The goods in stock and steady sellers were comprised of the main portion of all products, and leather goods were dominated. The price of goods in stock was about $30\∼50\%$ lower than the normal price of department stores, but the new products' price was only about 10$\%$ lower than that of department stores. Luxury shopping malls could be classified into two types; one conducted both product buying and commission sale, and the other conducted commission sale only. In former case, however, the product buying portion was under 30$\%$. Product assortments and the price strategy were similar to the stores of Dongdeamun Market, and CRM was conducted partially.

An exploratory study on Chinese shoppers' perception of luxury brands' social responsibility

  • Li, Meng;Noh, Mijeong
    • Fashion, Industry and Education
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    • 제16권1호
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    • pp.36-45
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    • 2018
  • Recently China has become one of the major markets for luxury brands. In addition, practicing social responsibility by manufacturers of luxury brands has become ubiquitous because consumers' perception of such practices may affect their purchase decisions positively. This study explored Chinese shoppers' perception of luxury brands' social responsibility practices and their information seeking behavior. In this study, value congruence was used as a theoretical framework. Twelve participants were selected out of customers in a shopping mall in Beijing, and they were subject to in-depth interview. The interview consisted of open-ended questions about perception of luxury brands' social responsibility practices, sources to access such practices, and the degree of personal value congruence to such practices as well as demographic information. Qualitative approach was used to analyze the data. Half of the participants indicated their awareness of the social responsibility practices of luxury brands, which sets up a foundation for understanding importance of luxury brands' social responsibility practices. Approximately half of the participants preferred to learn about luxury brands' socially responsible practices online especially via social media. These findings imply that Chinese luxury shoppers' trust and preference for the companies would be enhanced by effective development and advertisement of companies' social responsibility practices, and thus provide luxury companies with useful information on marketing strategies.

패션성향과 소비자독특성욕구가 명품구매의도에 미치는 영향 (The Effect of Fashion Orientation and Consumer Needs for Uniqueness on Buying Intentions for Luxury Brands)

  • 전경숙;박혜정
    • 한국의류학회지
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    • 제29권2호
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    • pp.231-241
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    • 2005
  • The purpose of this study was to identify the buying intentions for luxury fashion brands. The data used in this study were gathered through surveying university students living in Seoul metropolitan area. The variables included in this study were demographics, which are gender, age, academic major, area of residence, expenditure for apparel, pocket money, and family income, and fashion orientation and consumer needs for uniqueness were included as personal value variables. All demographic variables except academic major and area of residence were significantly related to the buying intentions. Among the fashion orientation factors, fashion intered was significantly related to the buying intentions while fashion leadership and importance of being well-dressed were not. Consumer needs for uniqueness was indirectly related to the buying intentions for luxury brands through fashion interest. The creative choice counterconformity was positively related to fashion interest, whereas the unpopular choice counterconformity was negatively related to it.

고부가가치 패션제품 개발을 위한 명품브랜드 테일러드 재킷 디자인 분석 (An Analysis on Luxury Brand Tailored Jacket Designs to Develop High-Value Added Fashion Products)

  • 유영선;음정선
    • 복식
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    • 제66권5호
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    • pp.99-112
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    • 2016
  • The purpose of this study is to examine the higher value-added characteristics of tailored jacket designs, which are major items of French luxury brands, in an effort to raise the competitiveness of domestic fashion designs. The characteristics of the jacket designs from the 1940s to the 1970s, the golden age of Haute Couture, were examined. Based on this, the characteristics of the higher value-added expressions of the luxury brands were established by analyzing the tailored jacket designs that appeared in the Paris collection after 2010. The results are as follows: the characteristics were categorized into 'traditional value expression,' 'conceptual value expression,' 'retro value expression,' and 'creative value expression.' Traditional value was expressed as the representation of the styles inherent to the golden age of the Haute Couture houses, and the status of the luxury brands with history was represented by equally arranging the size and characteristics of the elements of the designs related to jacket silhouette. Conceptual value was reestablished as contemporary identity into which the traditional ideology of the houses and the present designers' sentiments were grafted by developing the designs with the theme containing the identity of the past Haute Couture houses. Retro value was utilized as the strategy to differentiate the luxury brands with long history from contemporary products. Creative value was expressed as tailored jackets with new concepts of shape variation and usage conversion by combining creative sentiments with the high quality techniques of Haute Couture and appears to be able to create a new consumption market of luxury brands in the global fashion market.

럭셔리 패션브랜드의 아트 콜라보레이션 유형과 효과 -2019년 이후의 사례를 중심으로- (Art Collaboration Types and Effects of Luxury Fashion Brands -Focusing on the cases after 2019-)

  • 왕일호;김현주;윤지영
    • 디지털융복합연구
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    • 제20권5호
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    • pp.721-731
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    • 2022
  • 본 연구의 목적은 럭셔리 패션브랜드와 아트 콜라보레이션의 사례를 고찰하여 유형화하고 그 효과를 알아보는 것이다. 연구방법은 럭셔리 패션브랜드와 아트 콜라보레이션의 이론적 배경을 고찰하고 주요 사례를 통한 내용 분석으로 진행하였다. 연구결과는 사례 분석을 통한 도출로 다음의 2개 유형으로 분류되었다. 첫 번째는 제품 디자인을 위한 아트 콜라보레이션이고, 두 번째 유형은 전시 작품을 위한 아트 콜라보레이션이다. 유형에 따른 내용 분석은 브랜드와 아티스트 관점에서 각각 정리하였고 그로인한 협업 효과를 최종 도출하였다. 주요 효과는 디자인과 예술의 일체화, 사회·문화적 배경의 다양화, 표현의 혁신적 비전화이다. 본 연구는 예술 작품 접목을 통한 럭셔리 패션브랜드의 확장된 디자인 방법과 효과를 살펴보고, 향후 패션디자인과 아트 콜라보레이션 연구에 기초 자료를 제시하는 것에 그 의의를 갖는다.

해외 패션 고급 상표들의 일반적인 이미지와 상표 이미지 (General Image and Brand Image of Prestigious Foreign Fashion Brands)

  • 홍수화;김미영
    • 복식
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    • 제58권10호
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    • pp.148-163
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    • 2008
  • The purpose of this study is to review the previous researches, to make clear the difference between general image and brand image in overseas luxury fashion brands. The questionaries were given to female residents in the ages of $20s'{\sim}40s'$ in Seoul and Kyung-gi province in October 2007. The collected data were analyzed by using SPSS 12.0 software such as paired t-test. The results of this study as fellows; 1. As the result of the analysis of the difference across general images, it was regarded as the most Reputed' and 'Conspicuous' image. 2. As the result of the analysis of the difference across brand images of oversea fashion luxury brands, it was regarded as the most Reputed' image. 3. As the result of analysis of the difference between general images and brand images in overseas fashion luxury goods, it was found out that Chanel brand was regarded as more 'luxurious' and 'original' image, on the other hand, Giorgio Armani and Burberry were not.