The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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An exploratory analysis of the web-based keywords of fashion brands using big-data - Focusing on their links to the brand's key marketing strategies -

패션 브랜드 연관 키워드 변화 추이에 관한 빅데이터 기반 탐색적 연구 - 브랜드별 주요 마케팅 전략과의 연계성을 중심으로 -

  • Heo, Junseok (Fashion Major, Graduate School of Kookmin University) ;
  • Lee, Eun-Jung (Dept. of Fashion Design, College of Design, Kookmin University)
  • 허준석 (국민대학교 일반대학원 패션전공) ;
  • 이은정 (국민대학교 조형대학 의상디자인학과)
  • Received : 2019.07.30
  • Accepted : 2019.08.22
  • Published : 2019.08.31
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Abstract

This study empirically analyzed the influence of fashion brands' marketing issues on actual sales and consumer preference-focusing on evaluation trends of brands over time by using the theoretical background and big data provided through literature. This study examined the influence of three fashion brands (Balenciaga, Vetements, and Off-White) that have recently seen a drastic increase in the number of searched volumes through social networks. To identify the consumer-brand evaluations and trends and the marketing issues, the time period was divided into Groups A and B, which are from 2014 to 2015 and from 2016 to 2017, respectively. This study analyzed the frequency of overlapping keywords by using the R program to graphically visualize the changes over the timeline. Specifically, this analysis extracted data mainly related to bags, wallets and accessories for 2014-2015, but in 2016-2017, all four brands saw a vast increase in the frequency of searching product keywords related to clothing and footwear, and newly extracted ones were the top keywords. When analyzing the big data with these keywords as indicators, I confirmed that the products related to bags, wallets, and accessories were shifted to those related to apparel and footwear. Consumers previously recognized luxury brands such as Balenciaga as accessories-oriented brands that were focused on handbags and sunglasses, but now they are gaining popularity and recognition among consumers as a fashion brand.

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References

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