DOI QR코드

DOI QR Code

A Study of Convergence and Divergence Characteristics -Case Study of Fashion Market-

컨버전스와 디버전스 특성에 관한 연구 -패션마켓 사례를 중심으로-

  • Park, Yonjin (Dept. of Design & Craft, Graduate School, Hongik University) ;
  • Lee, Young Jae (Dept. of Jewelry & Fashion Design, Hanyang University)
  • 박연진 (홍익대학교 디자인 공예학과 의상학) ;
  • 이영재 (한양대학교 주얼리 패션디자인과)
  • Received : 2018.08.27
  • Accepted : 2018.11.20
  • Published : 2018.11.30

Abstract

As sustainability of fashion brands is becoming more important in the prolonged depression, the fashion market is also seeking ways to create new value through convergence with various fields. In the fashion market, convergence marketing is engaged with diverse technologies combined with advanced technologies and strategies. This study established the conceptual characteristics of convergence and divergence from a market perspective. Convergence can be summarized as Borderless, Compounding, Diversification, Recombination and Affiliation. The conceptual characteristics of the divergence can be summarized as de-fusion, individualization, differentiation, specialization, and segmentation. The characteristics of convergence revealed through the case of fashion market include the expandability of the new category, the expandability of the consumer, the brand experience, and the expandability of time and space. Divergence is the differentiation of brand value, target customer, and product nature. Through this study, we could understand the differentiation of the fashion market and the direction of the marketing strategy by looking at the characteristic of the convergence marketing - oriented research that has the contrary conceptual characteristics from the extended viewpoint. Based on this, it is possible to see the changes and patterns of brand marketing strategies and techniques in recent fashion market. In the future, it is expected that the systematic study of the marketing strategy of the domestic fashion brand based on the convergence and change characteristics of the fashion market proposed in this study will continue.

Keywords

HGPSBI_2018_v22n5_64_f0001.png 이미지

Figure 1. Queenmama Market (www.mdesign.designhouse.co.kr)

HGPSBI_2018_v22n5_64_f0002.png 이미지

Figure 2. Stylenanda (www.fi.co.k)

HGPSBI_2018_v22n5_64_f0003.png 이미지

Figure 3. U-Rise (www.magazine.hankyung.com)

HGPSBI_2018_v22n5_64_f0004.png 이미지

Figure 4. Fila X Merona (www.asiae.co.kr)

HGPSBI_2018_v22n5_64_f0005.png 이미지

Figure 6. Beaker X Orion (www.m.blog.naver.com)

HGPSBI_2018_v22n5_64_f0006.png 이미지

Figure 5. Spao X Biggrea (www.asiae.co.kr)

HGPSBI_2018_v22n5_64_f0007.png 이미지

Figure 7. Eight Seconds X Nongsim (https://www.samsungfashion.com)

HGPSBI_2018_v22n5_64_f0008.png 이미지

Figure 8. Smart belt , Welt (www.news33.net)

HGPSBI_2018_v22n5_64_f0009.png 이미지

Figure 9. Smart bag, Couronne, Glimm (www.iotdanawa.com)

HGPSBI_2018_v22n5_64_f0010.png 이미지

Figure 10. VR Store (www.premium.chosun.com)

HGPSBI_2018_v22n5_64_f0011.png 이미지

Figure 11. Galleria Department Art Shipping Bag with Judith Van Den Hoek (www.dept.galleria.co.kr)

HGPSBI_2018_v22n5_64_f0012.png 이미지

Figure 13. Crocodile Moon Dance (www.fashionn.com)

HGPSBI_2018_v22n5_64_f0013.png 이미지

Figure 12. LF allegri Art Collaboration (http://www.womaneconomy.kr)

HGPSBI_2018_v22n5_64_f0014.png 이미지

Figure 14. Gentle Monster “BAT” (www.bosim.kr)

HGPSBI_2018_v22n5_64_f0015.png 이미지

Figure 15. The Cashmere (www.fashionbiz.co.kr)

HGPSBI_2018_v22n5_64_f0016.png 이미지

Figure 17. UNIT (m.polinews.co.kr)

HGPSBI_2018_v22n5_64_f0017.png 이미지

Figure 16. Della Lana (www.fashionbiz.co.kr)

HGPSBI_2018_v22n5_64_f0018.png 이미지

Figure 18. RE: CODE (blog.kolon.com)

HGPSBI_2018_v22n5_64_f0019.png 이미지

Figure 19. Sustainable Brand Nau Store (www.fashionbiz.co.kr)

HGPSBI_2018_v22n5_64_f0020.png 이미지

Figure 21. Addir (www.etoday.co.kr)

HGPSBI_2018_v22n5_64_f0021.png 이미지

Figure 20. UNCUT (news.donga.com)

HGPSBI_2018_v22n5_64_f0022.png 이미지

Figure 22. V Lounge (www.yonhapnews.co.kr)

HGPSBI_2018_v22n5_64_f0023.png 이미지

Figure 23. Fashion Market Status for Convergence and Divergence

HGPSBI_2018_v22n5_64_f0024.png 이미지

Figure 24. Convergence and Divergence Characteristics in Fashion Market

Table 1. Concept and Type of Convergence

HGPSBI_2018_v22n5_64_t0001.png 이미지

Table 2. Characteristics of Convergence vs. Divergence from Previous Research

HGPSBI_2018_v22n5_64_t0002.png 이미지

Table 3. Demand & Supply Point of View for Convergence vs. Divergence

HGPSBI_2018_v22n5_64_t0003.png 이미지

References

  1. Addir (2018). Retrieved September 19, 2018, from http://www. etoday.co.kr/news/section/newsview.php? idxno=1607137
  2. AI shopping. (2018). Retrieved September 25, 2018 from https://www.fashionseoul.com/139927
  3. Ann. (2010). Convergence and divergence in media ecosystem. Korea Information Society Development Institute, Future Research based on Digital Convergence (II), 10(24), 1-104. Retrieved September 01, 2017, from https://www.kisdi.re.kr/kisdi/ common/premium?file=1%7C12200
  4. Allegri art collaboration. (2015). Retrieved September 29, 2018, from http://www.fashionn.com/board/read_ new.php?table=1006&number=13866
  5. Beaker & Orion. (2017). Retrieved June 10, 2018, from https://news.joins.com/article/21202784
  6. Cho. (2010) The Coexistence of contradictory trends: The return of diversity in the age of convergence. LGERI Report, 24-25. Advance online publication. doi:do?idx=16437
  7. Convergence and divergence and the aesthetics of emptying space. (2017). Retrieved June 23 2018, from http://www.matchumeshop.com/m/board.html?code=m atchume11_image3&num1=999988&num20000&type=v &&s_id=&stext=&ssubject=&shname=&scontent=&sbra nd=&datekey=&branduid=&ock=N
  8. Crocodile Moon dance. (2017). Retrieved September 29, 2018, from http://www.fashionn.com/board/read_ new.php?table=1006&number=19562
  9. DellaLana.. (2017). Retrieved June 5, 2018. from http://www.fashionbiz.co.kr/TN/main.asp?idx=156084 &cate=2
  10. Divergence. (2011). Retrieved June 8, 2018 from http://dic.mk.co.kr/cp/pop/desc.php
  11. Divergence marketing (2007). Retrieved June 20, 2017. from https://terms.naver.com/entry.nhn?docId=2064 749&cid=50305&categoryId=50305
  12. Eight seconds & Nongsim (2017) Retrieved June 5, 2018 from https://www.samsungfashion.com/mobile/archive _detail.jsp?s=765
  13. Eom, K., & Pyo, J. (2014). A case study on convergence shop by type in fashion. Journal of the Korean Society of Design Culture, 20(3), 375-384.
  14. Fashion & food collaboration. (2018). Retrieved June 18, 2018, from http://news.hdec.kr/Vol.3572018/08/02Thursday384
  15. Fashion & IT convergence. (2018). Retrieved July 11, 2018. from https://news.joins.com/article/22264036
  16. Fila & Merona. (2017). Retrieved June 5, 2018, from http://www.asiae.co.kr/news/view.htm?sec=it99&idxno =201705250856352http://news.chosun.com/site/data/ht ml_dir/2018/08/08/2018080802332.html
  17. Jung, J., & Shin, Y. (2010). A study on the characteristic of convergence marketing: case study on fashion market. Chung-Ang Journal of Human Ecology, 28(0), 15-24.
  18. Jun, E. (2012). Study on the effects of convergence marketing activities for food service products with different involvement on the brand image and purchase intention : focused on the convergence with cafe brands (Unpublished doctoral dissertation) Kyonggi University, Seoul, Korea.
  19. Kang, J. (2008). Cosmetic store using convergence marketing (Unpublished master's thesis). Hongik University, Seoul, Korea.
  20. Kim, H., & Ha, J. (2006). A study on the trend of convergence and divergence represented in it-product. Journal of Korean Institute of Next Generation Computing. 2(4), 33-41.
  21. Kim, H. (2005). The change in design environment by the integrated though tand role of designer sin fashion design, (Unpublished master's thesis). Yonsei University, Seoul, Korea.
  22. Kim, L., & Lee, H. (2013). The effect to consumer's attitude influenced by emotional marketing and visual merchandising at fashion store. Journal of fashion Business, 17(1), 1-12. https://doi.org/10.12940/jfb.2013.17.1.001
  23. Kim, M., & Park, H., & Kan, H. (2010). A study on eco-friendly tendency in contemporary fashion brand. Journal of Fashion Business, 14(4), 185-199
  24. Kim, I. (2015). Digital brand marketing and advertising convergence era. Journal of Korean Society of Communication Design, 24(0), 41-50.
  25. Kim, S. (2017). Business administration by one-day. Retrieved June 5, 2018, from https://nstore.naver.com/ebook/detail.nhn?productNo=3007834.
  26. Kim, Y., & Byun, S. (2015). A study on needs of digital divergence products. Journal of The Society of Korea Illusart, 18(4), 47-53.
  27. Kim, Y., & Lee, Y. (2006). A study on influence of customer base in convergence market , Korea Information Strategy Development Institute, 06(6),1-125.
  28. Kwak, G. (2016). Study on how convergence marketing in food service enterprises influences on brand image and purchasing intention (Unpublished doctoral dissertation) Kyonggi University, Seoul, Korea.
  29. Lee, D., & Kim, J. (2012). A study of convergence marketing and spatial design -focused on brand road shop. Journal of Korean Institute of space Design, 20(0), 61-68.
  30. Lee, H. (2004). The Identity of visual advertising in the convergence marketing system (Unpublished master's thesis). Ewha Womans University, Seoul, Korea.
  31. LF allegri Art Collaboration. (2015). Retrieved September 29, 2018, from http://www.womaneconomy.kr/news/articleView.html?idxno=24607
  32. Park, K. (2014). Convergence and divergence, a longitudinal study on the user's attitude and behavioral changes. National Research Foundation of Korea. Retrieved June 24, 2018 from https://nrf.re.kr/ biz/question/qna/view?nts_no=90420&biz_no=&search_ type=&search_keyword=&page=
  33. Queenmama market. (2017). Retrieved September 21, 2017 from http://mdesign.designhouse.co.kr/article/ article_view/106/714232703&pidx=
  34. Galleria Department Art Shipping Bag with Judith Van Den Hoek. (2017). Retrieved October 11, 2018 from https://dept.galleria.co.kr/web/about_3.jsp
  35. Gentle monster "BAT". (2016). Retrieved September 29, 2018, from https://bosim.kr/958
  36. RE:CODE (2016). Retrieved Aug 12, 2018, from http://blog.kolon.com/829
  37. Smart belt, Welt (2018). Retrieved September 23, 2018. from http://www.news33.net/news/articleView.html?idxno=5572#0AC8
  38. Smart bag, Couronne, Glimm. Retrieved September 23, 2018, from http://www.iotdanawa.com/archives/1589).
  39. Stylenada. (2016). Retrieved August 25, 2017, from http://www.fi.co.kr/mobile/view.asp?SectionStr=FashionBeauty&idx=56931
  40. Spao & Biggrea.(2017). Retrieved June 18, 2018, from http://www.asiae.co.kr/news/view.htm?idxno=2017062217011950645
  41. Sustainable brand Nau store. (2017). Retrieved October 2, 2018, from http://news.chosun.com/site/data/html_dir/2017/11/06/2017110600265.html.
  42. Sustainable Brand Nau Store. (2018) Retrieved Aug 12, 2018, from http://www.fashionbiz.co.kr/BR/view.asp? idx=158626.
  43. The Cashmere. (2016). Retrieved June 5, 2018, from http://www.fashionbiz.co.kr/TN/main.asp?recom=2&ca te=2&idx=149935
  44. U-Rise. (2018). Retrieved June 10, 2018, from http://magazine.hankyung.com/apps/news?popup=0&ni d=01&c1=1003&nkey=2017083101135000481&mode=s ub_view.
  45. UNIT Lotte (2017). Retrieved June 5, 2018, from http://m.polinews.co.kr/m/article.html?no=328490#08mq.
  46. UNCUT. (2017). Retrieved August 12, 2018, from http://news.donga.com/List/3/all/20170822/85939142/
  47. V-Lounge. (2017). Retrieved August 12, 2018, from http://www.yonhapnews.co.kr/bulletin
  48. VR Store. (2016). Retrieved October 22, 2018, from http://nhttp://news.chosun.com/site/data/html_dir/2016/11/15/2016111501393.html
  49. VR store. (2018). Retrieved September 29, 2018, from http://premium.chosun.com/site/data/html_dir/2016/11/ 15/2016111501814.html.
  50. Welt: Wellness belt. (2017). Retrieved August 26, 2018, from https://www.weltcorp.com/
  51. Wi, M. (2013). A study on convergence in the fashion industry intention (Unpublished doctoral dissertation). Dongduk University, Seoul, Korea.