Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Merchandising Strategy of University Identity through Collaboration with Fashion Brands -Focused on Precollege Students and Parents' Needs-

대학 아이덴티티 상품 개발을 위한 패션 브랜드와의 콜라보레이션 연구 -학외 소비자 집단의 니즈를 중심으로-

  • Jeong, Jin (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Kim, Songmee (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 정진 (서울대학교 의류학과) ;
  • 김송미 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2021.07.28
  • Accepted : 2022.01.28
  • Published : 2022.04.30
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Abstract

As the postsecondary school-age population continues to decline, the competition among universities to attract potential students has intensified. As an alternative, we propose to introduce a collaborative marketing strategy to universities to gain the attention of precollege students and parents. This study examines perceived fit, the prestige of university and fashion brands, consumption values, and the category of fashion brands in the context of collaboration between university identity and fashion brands. Utilizing an online survey, we collected 391 responses. The results indicate that perceived fit between universities and fashion brands has a significant impact on the purchase intention of collaborative university merchandise. In addition, the prestige of fashion brands plays a key role, while the prestige of universities has no direct effect on purchase intention. However, the indirect effect of university prestige on purchase intention mediated by perceived fit is significant. Also, this study confirms that social value and emotional value have significant impacts on purchase intention. These findings present a guideline for selecting a collaborative partner, which is the most important task in a collaboration strategy. Finally, merchandising strategies reflected consumption values based on precollege students and their parents' needs are proposed.

Keywords

Acknowledgement

This work was supported by BK21 Plus project of the National Research Foundation of Korea Grant funded by the Korean Government.

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