Browse > Article
http://dx.doi.org/10.5805/SFTI.2020.22.6.705

A Qualitative Study on Korean Fashion Designer Brand Individuality Factors  

Uh, Kyungjin (Dept. of Fashion design business, Yeonsung University)
Ha, Jisoo (The Research Institute of College of Human Ecology, Seoul National University)
Publication Information
Fashion & Textile Research Journal / v.22, no.6, 2020 , pp. 705-715 More about this Journal
Abstract
The domestic fashion industry of the middle and late 20th century emphasized the importance of a standardized design process; however, the values of differentiated brand individuality have become increasingly important with the qualitative·quantitative growth of designer brands. Therefore, paying attention to designer individuality (or a differentiated element of a designer brand growing up in the domestic fashion industry) this study reestablished factors of the designer brand individuality. An in-depth interview was conducted with 13 designers and consumers for empirical analysis. In order to identify concepts of designer individuality based on the theory of the brand personality by Aaker along with precedent studies, the study devised a theoretical frame to explain a conceptual structure of designer brand individuality as well as reestablish its factors as the designer individuality, design and non-design factors through empirical research. Empirical research derived the designer individuality factors as an external designer image, designer taste, design philosophy and designer personality. Design factors were derived as concept, working process and method, style and formativeness. Non-design factors were also extracted as wearing experience, wearer image, lookbook image, fashion shows and exhibitions. It is meaningful that little empirical research has been conducted on domestic fashion designers who actually run designer brands and that this study helped understand designer brands through a new approach called designer individuality.
Keywords
brand individuality; esigner brand; designer individuality factor;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.   DOI
2 Ahn, K. H., & Choo, H. J. (2014). Fashion consumer behavior. Seoul: Soohaksa.
3 Choi, W. J. (2002). A study on the influence factors of brand personality by product category. The Korean Journal of Advertising, 13(1), 183-213.
4 Creswell, J. W. (2005). Qualitative inquiry and research design - Choosing among five traditions (Cho, H. S, Trans.). Seoul: Hakjisa. (Original work published 1997)
5 'Gaeseong'. (n. d.). In The Naver Dictionary. Retrieved May 1, 2018, from https://ko.dict.naver.com/#/entry/koko/b23316dc0cc94b53a492ad9ae13dad8b
6 'Individuality'. (n. d.). In The World Art Dictionary. Retrieved May 1, 2018, from https://terms.naver.com/entry.nhn?docId=893819&cid=42642&categoryId=42642
7 Jang, S. J., & Rhee, E. Y. (2008). Transactions - The effect of fashion brand personality on consumer's brand identification and brand loyalty. Journal of the Korean Society of Clothing and Textiles, 32(1), 88-98. doi:10.5850/JKSCT.2008.32.1.088   DOI
8 Kang, H. J. (2013). An analysis of domestic research trend on style - Form 2000 to 2011. Unpublished master's thesis, Sookmyung Womans University, Seoul.
9 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer - Based brand equity. Journal of Marketing Research, 57(1), 1-22. doi:10.2307/1252054   DOI
10 Kim, B. G. (2005). The effect of korea national police university student's valueorientation on educational achievement. Unpublished master's thesis, Seoul National University, Seoul.
11 Aaker, D. A. (1996). Building strong brands. New York: Free Press.
12 Kim, K. S. (2000). A study of the product design concept management. Unpublished master's thesis, Hongik University, Seoul.
13 Kim, D. H. (2011). A study on correlation between consistency of designer's taste and the outputs of plastic design - Focused on professional designers and future designers. Unpublished doctoral dissertation, Ewha Womans University, Seoul.
14 Kim, J. H., & Son, J. Y. (2013). The effects of individual personality on brand personality and consumer behavior - Applying the big five factors model. The Korean Journal of Advertising, 24(1), 31-55.   DOI
15 Kim, H. Y. (2012). The effects of SPA brand personality on identification of fashion consumer and brand loyalty. Unpublished master's thesis, ChungAng University, Seoul.
16 Kim, Y. I. (1998). A Study on the Property and the Role of Information and Values in the Design. Journal of the Architectural Institute of Korea Planning & Design, 14(5), 141-152.
17 im, S. E. (2016). The effect of brand experience and perceived brand authenticity on brand attitude - A comparison between luxury and SPA brands. Unpublished master's thesis, Seoul National University, Seoul.
18 Kim, S. H. (2014). Fashion design ideation educational model by convergingdivergent and analytical methods. Unpublished doctoral dissertation, Seoul National University, Seoul.
19 Kim, Y. D., & Yoo, Y. S. (2006). An analysis of a major factor influencing on sports brand personality. Korean Journal of Sport Management, 11(2), 39-52.
20 Kim, Y., Magnusen, M., & Kim, Y. (2012). Revisiting sport brand personality - Scale development and validation. Journal of Multidisciplinary Research, 4(3), 65-80.
21 Ko, E. J., & Yun, S. Y. (2004). Impact of fashion brand personality on brand preference and purchase intention - Comparison among formal, casual, sports brands. Journal of Global Academy of Marketing Science, 14(1), 59-80.   DOI
22 Lee, J. M., & Ahn, H. J. (2016). The relationship between brand personality and brand preference of casual apparel brands: focusing on the university students in Korea. Fashion & Textile Research Journal, 18(2), 167-175. doi:org/10.5805/SFTI.2016.18.2.167   DOI
23 Korea Creative Content Agency. (2015, September 12). 패션 디자이너 브랜드의 해외진출 전략 연구[A Study on the Strategies of Fashion Designer Brand for Overseas Advancement]Retrieved May 12, 2018, from http://www.kocca.kr/cop/bbs/view/B0000147/1826136.do?menuNo=201825#
24 Korea Creative Content Agency. (2018, January 10). 2017년 디자이너패션산업 실태조사[A Survey on the Actual Condition of Designer Fashion Industry in 2017]. Retrieved May 12, 2018, from http://www.kocca.kr/cop/bbs/view/B0000147/1835100.do?menuNo=201825
25 Mischel. W., Shoda. Y., & Smith. R. E. (2006). Introduction to personality - Toward an integration (J. L. Son, Trans.). Seoul: Sigmapress.
26 Lee, E. J. (2006). A Study of conceptual construct and influential variables of fashion brand personality - Focusing on male fashion brands. Unpublished doctoral dissertation, Seoul National University, Seoul.
27 Lee, J. Y. (2013). The effects of antecedents of outdoor sportswear brand personality on brand personality, attachment and commitment. Journal of the Korea Fashion & Costume Design Association, 15(4), 63-81.
28 Lee, M. S. (2013). A comparative study on influencing factors of creativity of fashion designers - Centered on perspectives of M. Csikszentimihalyi & H. Gardener. Unpublished doctoral dissertation, Seoul National University, Seoul.
29 Lee, S. L., & Kim, H. Y. (2011). Modern fashion show in the digital image age. Journal of the Korean Society of Design Science, 24(1), 129-140.
30 Personality. (n. d.). In The Encyclopedia of Philosophy. Retrieved May 1, 2018, from https://terms.naver.com/entry.nhn?docId=388872&cid=41978&categoryId=41985
31 Sung, Y., Choi, Se., Ahn, H., & Song, Y. (2015). Dimensions of luxury brand personality - Scale development and validation. Psychology & Marketing, 32(1), 121-132. doi:10.1002/mar.20767   DOI
32 Plummer, J. T. (2000). How personality makes a difference. Journal of Advertising Research, 40(6), 79-83. doi:org/10.2501/JAR-40-6- 79-83   DOI
33 Shin, H. J. (2016). A reconsideration of Prada fantasy lookbook. Journal of Basic Design & Art, 17(2), 231-247.
34 Song, G. O., & Kim, Y. I. (2005). Study on the characteristics of tastebased look presented in modern fashion. Journal of the Korean Society of Design Science, 18(4), 195-204.
35 Yang, S. H. (2008). Gender as a personality - The relation consumerbrand gender congruity and brand attitude. Unpublished master's thesis, Hongik University, Seoul.