Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Image Types and User's Preference on Image-based Fashion Curation of Domestic and Foreign SPA Brands

국내·외 SPA 브랜드의 이미지 기반 패션 큐레이션 이미지 유형 및 이용자의 이미지 선호에 관한 연구

  • Kim, Ji U (Dept. of Fashion Design, Chung-Ang University) ;
  • Oh, Kyung Wha (Dept. of Fashion Design, Chung-Ang University)
  • 김지우 (중앙대학교 패션디자인전공) ;
  • 오경화 (중앙대학교 패션디자인전공)
  • Received : 2016.05.01
  • Accepted : 2016.08.21
  • Published : 2016.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study classified and analyzed the types of images posted on official accounts operated by domestic and foreign SPA brands on Instagram and Pinterest, which are image-based fashion curations, and performed a survey on preferred image types in the fashion curations of SPA brands. It aims to induce active apparel purchasing behavior of consumers through the suggestion of image types about fashion curations for effective communication between fashion brands and consumers. The survey to targets the 20s and 30s was carried out from October 23, 2015 until November 22 and conducted factor analysis, paired t-test. The above images were classified into four types based on previous studies: product images, brand images, lifestyle images, multiple images. The results of the survey were also divided into four factors in line with the classification of image types. Generally, foreign SPA brands(H&M, Uniqlo, Zara) used image-based fashion curation services more frequently than domestic SPA brands(8Seconds, Mixxo, Spao, Tngt). The analysis of image types in the fashion curations of SPA brands showed that product images accounted for the highest proportion of images used in the official accounts of SPA brands. However, the comparison of averages on the preferred image types of survey respondents showed that the users who had once visited the official accounts of SPA brands on Instagram and Pinterest preferred in the order of lifestyle information > product information > brand information > multiple information provided by SPA brands, which was statistically significant.

Keywords

References

  1. Aaker, J. L. (1997). Dimension of brand personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/10.2307/3151897
  2. 'BSTI Ranking'. (2015, October 12). Brand Stock. Retrieved October 12, 2015, from http://www.brandstock.co.kr/webdoc/app/doc.php?menu_name=bt_2&view_flag=Y&title_id=45&type_id=110&term_flag=D&term_date=20160408
  3. Cho, J. H. (2013). A study of fashion companies marketing plan of utilizing SNS - Focusing on the SPA(Special retailer of Private label Apparel) brand -. , Korea University, Seoul.
  4. Choi, J. S., Choi, J. I., Lee, W. H., & Park, H. Y. (2015, March 12). 패션-뷰티 큐레이션을 입다 [Fashion-beauty, wearing curation]. Digieco. Retrieved October 15, 2015, from http://www.digieco.co.kr/KTFront/report/report_issue_trend_view.action?board_seq=10026&board_id=issue_trend
  5. Choi, I. H. (2012, August 20). LTE 시대의 콘텐츠 비즈니스 차별화 키워드: 큐레이션 [The keyword of business differentiation in the LTE age]. Digieco. Retrieved October 15, 2015, from http://www.digieco.co.kr/KTFront/report/report_issue_trend_view.action?board_seq=7067&board_id=issue_trend
  6. 'Classic fall fashion'. (N.D.). Pinterest. Retrieved November 28, 2015, from https://kr.pinterest.com/pin/566749934336142491/
  7. Gao, Y. (2013). A study on user interface design for social curation services of smart phone application. Unpublished master's thesis, Konkuk University, Seoul.
  8. Im, G. H. (2014, December 12). 트위터 제친 인스타그램 [Instagram beyond Twitter]. The Korea Economic Daily. Retrieved October 28, 2015, from http://www.hankyung.com/news/app/newsview.php?aid=2014121139411
  9. Jang, A. R. (2007). Development of Korean style SPA of fast fashion for consumer needs. Korea Journal of Human Ecology, 16(5), 997-1006. https://doi.org/10.5934/KJHE.2007.16.5.997
  10. Joo, M. Y. (2014). Fashion curation for women in their thirties through online shopping. Unpublished doctoral dissertation, Yonsei University, Seoul.
  11. Jung, I. H., & Jun, S. J. (2013). Study in image-based social curation interface improvement to build self identity. Proceedings of Asia Digital Art and Design Association, Winter Conference, Korea, pp. 164-167.
  12. Kang, Y. S. (2013). A study on the web user interface design of imagebased social network service. Unphed master's thesis, Chung-Ang University, Seoul.
  13. Kim, J. H., & Lee, S. Y. (2009). Global SPA brands in the Korean market: The cases of Uniqlo and Zara. International Business Review, 13(4), 271-297. https://doi.org/10.21739/IBR.2009.12.13.4.271
  14. Kim, S. A., & Song, J. S. (2015). A study on GUI design of hashtag in accordance with the change of SNS. Journal of the Korean Society of Design Culture, 21(3), 103-114.
  15. Kim, S. G. (2012). 핀터레스트 완전 정복 [Mastering Pinterest]. Seoul: Cloud books.
  16. Lee, G. E. (2014). A study on the fashion brand marketing using social media : Focused on the application of Pinterest and Instagram. Unpublished master's thesis, Chung-Ang University, Seoul.
  17. Lee, H. J. (2013). A study on social curation services: Focused on analyzing content cases. Unpublished master's thesis, Hongik University, Seoul.
  18. Lee, K. M., & Hwang, S. J. (2015). Case analysis on image-based marketing Pinterest of global SPA brands - Focusing on platforms of Uniqlo, Zara and H&M on Pinterest -. Journal of the Korean Society of Fashion Design, 15(2), 129-146.
  19. Lee, S. H. (2013). An empirical study on curation service in mobile application stores. Unpublished doctoral dissertation, Soongsil University, Seoul.
  20. Ma, O. S. (2014). Analysis of affordance effect through case study on mobile curation commerce -With the focus on the theory of Hartson-. Unpublished master's thesis, Ewha Womans University, Seoul.
  21. Nam, M. J., Kim, J. I., & S, J. H. (2014). A user emotion information measurement using image and text on Instagram-based. Journal of Korea Multimedia Society, 17(9), 1125-1133. doi:10.9717/kmms. 2014.17.9.1125
  22. Park, B. S. (2014). 글로벌 SNS 이용 현황과 시사점 [Global SNS usage and implications]. Korea Information Society Development Institute, 26(2), 23-34.
  23. Park, S. J., & Cho, S. H. (2015). The influence of Instagram's posts information attributes on acceptable intentions and word of mouth effect : Focusing on college student in South Korea and the United states. Journal of Digital Convergence, 13(9), 115-128. https://doi.org/10.14400/JDC.2015.13.9.115
  24. Sasaki, T. (2012). 큐레이션의 시대 [The age of curation]. (S. J. Han, Trans.). Seoul: Minumsa. (Original work published 2011)
  25. Shim, N. H. (2002). Display terminology dictionary. Seoul: Kukje publishing house.
  26. Shin, M. H. (2011). The influence of fast fashion value on commitment and repurchase intentions. Korea Journal of Business Administration, 24(6), 3505-3523.
  27. Song, H. J. (2015). UI analysis and design parameter proposal of SNS -Focus on : mobile, Facebook, Twitter, Instagram, Pinterest-. Unpublished master's thesis, Hankyong National University, Anseong.
  28. Steven, R. (2011). Curation nation (1st ed.). New York: McGraw-Hill Education.
  29. 'Tngtgram'. (N.D.). Instagram. Retrieved November 28, 2015, from https://www.instagram.com/tngtagram/
  30. 'Top 15 most popular social networking sites'. (2015, October). eBizMBA. Retrieved October 14, 2015, from http://www.ebizmba.com/articles/social-networking-websites
  31. Yang, J. S., & Kwak, H. W. (2010). A study on fabric pattern design of fast fashion -Focusing on the case of Forever21 brand-. Journal of the Korean Society of Design Culture, 16(2), 347-355.
  32. Yun, S. J., Jung, H. I. & Choo, H. J. (2015). Consumer experiences in fitting rooms in SPA stores. Fashion and Textiles. Advance online publication. doi:10.1186/s40691-015-0044-7