• Journal of the Korean Home Economics Association
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• v.44 no.12
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• pp.1-7
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• 2006

The purpose of this study was to analyze whether appearance concern has an effect on purchase intention and brand loyalty of cosmetics of middle and elderly women. A survey was conducted from January 20 to February 10 in 2006, among middle and elderly women. Response form the 393 subjects underwent statistical analyzes including frequency analysis, reliability analysis, factor analysis, and multiple regression analysis. First, appearance concern factors were determined to be appearance-important, appearance-care, and skin-care. Second, appearance concern factors of appearance-important and skin-care had an effect on purchase intention of cosmetics of middle and elderly women. All of appearance concern factors had an effect on brand loyalty of cosmetics of middle and elderly women. Third, purchase intention of cosmetics had an effect on brand loyalty of cosmetics of middle and elderly women. The propitiation of putting basic and colored cosmetics was high in the appearance concerned group.after controlling for main effects.

• Journal of the Korean Society of Costume
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• v.60 no.9
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• pp.136-149
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• 2010

One of the most important objectives that apparel company will pursue in 21 century is to achieve the critical factors of the sustainability. The concept of sustainability is to meet the demands for the valuable life of contemporary generation and to satisfy the desires for preservation of the species and the productive life of future generation by protecting the earth environment from the waste and pollution and by developing and maintaining harmoniously main economical, social, environmental and cultural factors. The practice of sustainability was focused only on the environmental factors in past. Now, the effective and efficient practice of sustainability should be fulfilled and executed in social factors of the responsibility company has, in economical factors and in the cultural factors that is the critical in fashion industry. The purpose of the study is to develop the practical framework consisting of four sustainable factors which apparel brand should refer and apply to the practice of sustainability. By executing the practical factors of the frameworks, apparel company can take a lot of advantages. By practicing the environmental factors, company can get Eco-efficiency. Apparel company can take the social responsibility by performing social sustainable factors, can make economical quality growth by fulfilling economical sustainable factors, and can understand cultural diversity by executing cultural sustainable factors. As one of the most important preparation in 21 century industry, the apparel brand should have an interest in and require the practical management of sustainability, objective setting and practice of brand unit, reflection on the sustainability in brand planning.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.12
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• pp.1466-1476
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• 2011

This study explores if consumer perceptions about genuine luxury fashion merchandise are affected by the presence of counterfeits. A total of 504 consumers participated in an online survey. First, respondents were asked to indicate whether or not they agreed that counterfeits negatively affect genuine luxury fashion brands and to provide reasons for their responses. Approximately 57% replied that counterfeit goods negatively affect the image of genuine luxury fashion brand goods. The main reason mentioned was that counterfeit products damage the producer/copyright holder of genuine products, as well as the national economy; they believed that it damaged the genuine luxury brands' image due to the luxury goods becoming less rare; however, 43% of respondents stated that counterfeits did not negatively affect genuine luxury fashion brands. Thus, counterfeit availability reflects that a brand is renowned and popular in a market where consumers can recognize genuine luxury fashion products from counterfeits. Second, the respondents were asked about specific luxury fashion brands and indicated that seeing counterfeits did not negatively affect genuine luxury fashion brands' value, brand reputation or satisfaction of ownership. The majority of respondents disagreed that the availability of counterfeits negatively affects the value, reputation and satisfaction of owning original luxury brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.5
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• pp.649-665
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• 2019

This study presents a conceptual framework for the growth process as a manager based on data gathered from the sales experiences and careers of fashion brand managers. The study participants were seven managers with over 15 years of sales experience in a women's clothing brand in Gwangju. Data were collected through in-depth interviews from January 2018 to September 2018 and analyzed using open coding, axis coding, and selective coding according to Strauss and Corbin's grounded theory method. The study results are as follows. First, this study found six categories and 17 sub-categories based on the shop manager's sales experiences and careers. Second, we found the central job category as well as categories with causality, interaction, moderating and outcome relationships. Third, we developed a paradigm model that links the main phenomena, causal conditions, contextual conditions, intervening conditions, action/interaction strategies, and consequence categories. Fourth, the process of growing as a fashion brand manager was described by an integrated story.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.4
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• pp.574-585
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• 2009

This study intended to identify regional and gender differences between high school students groups in clothing-wearing motives, casual brand preference and actual purchasing condition. Using a $2{\times}2$ sampling frame, 100 responses were collected for each regional and gender group: male students in Seoul, females in Seoul, males in Gumi, and females in Gumi. In terms of clothing-wearing motives, Gumi students and female students showed more highly extroverted motives than males and Seoul students, respectively. And three groups were determined on the basis of clothing-wearing motives: the extroversion group, the introversion group, and the least clothing-cognizing group. Concerning the brand preference factor, female students showed more dispersed brand preference than males. Adidas and Puma were preferred by all 4 groups. Polo and Guess were preferred by Seoul students, and Clide, Banila B, and TBJ were preferred by female students. The determinants of brand preference were identified as quality, reliability, affirmative image, and some brand personas such as 'neat', 'natural' and 'polished'. The students from Seoul tend to pay more money for clothing than those from Gumi, and Seoul students' main purchasing place was identified as department store while Gumi students shop more at brand chain stores.

• Fashion & Textile Research Journal
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• v.21 no.2
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• pp.179-188
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• 2019

Domestic apparel products labeled as 'Made in Korea' in the Chinese market are recognized as a high quality products due to the influence of the Korean Wave (Intergen Consulting Group, 2007). This study analyzes the patterns and order arrangement types of a fashion brand company commissioned to produce apparel in Seoul, Korea in order to rebuild a network of small sewing factories scattered in Korea, reorganize operations, and to find the possibility of regenerating the Korean sewing industry by establishing contact points with domestic sewing factories. We surveyed 100 apparel brand companies in Seoul listed in the 2014/2015 Korea Fashion Brand Annual (Apparel News, 2014) and conducted a questionnaire survey on the company's general management status, type of fabric materials dealt with, and major contact points and methods of production handling. The frequency analysis indicated that the main production material with cloth type was woven fabric with ladies' clothes. The Planning MD team has the highest rate of ordering production with delivery method to the production factory after purchasing fabric and trims. Most respondents answered that they would select a production factory based on recommendations from acquaintances. This was due to a lack of no objective indicator provided by the sewing factory at present and the absence of objectively proceeded communication with brand companies. In this study, we analyze various conditions and measurements for production arrangements from a fashion brand company to revitalize sewing factories in Korea.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.1
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• pp.165-181
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• 2022

The fashion industry is creating innovative business models using artificial intelligence. To efficiently utilize artificial intelligence (AI), fashion data must be classified. Until now, such data have been classified focusing only on the objective properties of fashion products. Their subjective attributes, such as fashion brand sensibilities, are holistic and heuristic intuitions created by a combination of design elements. This study aims to improve the performance of collaborative filtering in the fashion industry by extracting fashion brand sensibility using computer vision technology. The image data set of fashion brand sensibility consists of high-end fashion brand photos that share sensibilities and communicate well in fashion. About 26,000 fashion photos of 11 high-end fashion brand sensibility labels have been collected from the 16FW to 21SS runway and 50 years of US Vogue magazines beginning from 1971. We use EfficientNet-B1 to establish the main architecture and fine-tune the network with ImageNet-ILSVRC. After training fashion brand sensibilities through deep learning, the proposed model achieved an F-1 score of 74% on accuracy tests. Furthermore, as a result of comparing AI machine and human experts, the proposed model is expected to be expanded to mass fashion brands.

• International Journal of Computer Science & Network Security
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• v.21 no.9
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• pp.292-296
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• 2021

The purpose of this article is to explore the modern branding - its nature, history, originality, spirit and value to consumers. In particular, graphic design of the brand is an important component in terms of the modern European culture. The scientific novelty of the work implies the study of the contemporary design, which widely embraces the sphere of cultural and social life and can contribute to the development of progressive phenomena in society, as the design can literally be defined as a rethinking, a search for new meanings. The design itself is a versatile means of communication at the level of feelings and meanings. One of its main goals is the harmonization, and even formation of perception of the world, creation of new images or rethinking the essence of ordinary things. Hence, the research in the field of the design development is topical in the worldwide cultural space..

• Archives of design research
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• v.19 no.2 s.64
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• pp.151-162
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• 2006

The purpose of this thesis is to upgrade brand logo's equity by objective and professional evaluating tool. A brand logo is the main factor in making brand equity, but many times a brand logo is decided without objective judgment because making a logo is considered an intuitive process. To minimize the poor judgment by non-experts, a brand logo needs objective numerical grading tool. Thus, a brand logo is a factor in making a brand identity, not only brand image. That is why brand logo must be chosen by an expert's object judgment. The concrete method to obtain a objective, and at the same time professional grading tool which can De used for the developing and verifying process for a brand logo is as below-first, considering brand judgment from various angles through existing literature, I found various logo grading factors and then extracted them with professional identity designer's subjective consideration. second, applying extracted factors to actual logo grading, verify as a efficient design management tool

• 지역과문화
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• v.7 no.1
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• pp.153-182
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• 2020

Andong is the place where the most ginger is produced in Korea. The article is based on a study on the development of storytelling of a co-brand of local agricultural products, focusing on the case of 'The Geudae Ginger,' a co-brand of ginger in Andong. This study aims to develop a brand storytelling of Andong Ginger's co-branded 'Geudae Ginger' to build an image as a local specialty and help revitalize the Andong ginger's industry. The process of developing storytelling to activate 'Geudae Ginger' brand is as follows. In the first step, I collected storytelling materials through data research. Ginger, which has long been used as a medicine for mankind, has more historical and cultural stories than anything else. In the second step, story resources were extracted based on data research. By analyzing the story properties of Andong ginger, we made its list. As a result, the image of the nobility, rigidity and chastity of ginger, which is used to benefit all over, could be associated with the image of Andong, the capital of Korean spiritual culture. Storytelling was developed in the third step. The main theme was 'Andong ginger with anther level ' and the main story was 'The Story of Andong's Ginger Teacher'. The scenario developed is as follows: 1. Introducing Andong's Ginger Teacher, 2. The birth of Dosan Thirteen Tea, 3. 'Geudae Ginger' that bridges love. In the last fourth step, I proposed ways to utilize storytelling. I presented the spread methods of consumer-participated storytelling using images of 'Geudae Ginger' and a new-tro event with teachers highlighting the image of 'Ginger Teacher' and others as a local business program for storytelling expansion.