• Title/Summary/Keyword: 동대문 기반 패션 브랜드

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The Effects of Multi-channel Attributes of Dongdaemun-based Fashion Brands on Customer Equity (동대문 기반 패션 브랜드의 멀티채널 속성이 고객자산에 미치는 영향 연구)

  • Ko, Jeonmi;Ko, Eunju
    • Fashion & Textile Research Journal
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    • v.18 no.6
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    • pp.800-811
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    • 2016
  • This study aims to extract the multi-channel attributes of Dongdaemun-based fashion brands and consider the effects of these attributes on customer equity, customer satisfaction and re-purchase intention. In total, 493 samples of those who have purchased Dongdaemun-based fashion brand products using multi-channels were collected for the final data analysis, which was performed using SPSS 21.0 and AMOS 18.0. The findings of study are as follows. Among the multi-channel attributes of Dongdaemun-based fashion brands, entertainment and informativeness had a significant effect on all customer equity drivers. In terms of the effects of customer equity drivers on customer satisfaction and re-purchase intention, all customer equity drivers significantly influenced customer satisfaction, while brand equity significantly influenced re-purchase intention. Also, customer satisfaction significantly affected re-purchase intention. In the effective relationship between customer equity drivers and CLV, brand equity causes a significant influence on CLV amongst the customer equity drivers. There were significant differences among groups following the multi-channel shopping orientation of consumers. This study is significant for its scientific focus on the distribution channels of Dongdaemun, and in terms of the practical aspect of identifying the multi-channel attributes considered to be important to consumers. Measuring customer equity will suggest implications about the long-term direction of the development of Dongdaemun-based fashion brands.

Denim Brand Development Based on Dongdaemun Fashion Cluster (동대문 패션클러스터를 기반으로 한 데님 브랜드 개발)

  • Hyunji Lee;Haram Shin;Misun Yum
    • Journal of the Korean Society of Clothing and Textiles
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    • v.47 no.5
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    • pp.959-976
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    • 2023
  • This study participated in educational programs for young designers and received trainings in sewing technology through government and local government-supported projects led by a from a skilled craftsman. These initiatives aim to revitalize the Dongdaemun fashion cluster, which is currently experiencing stagnation. Our goal is to develop denim brands that reflect the unique regional characteristics stemming from the skilled sewing techniques and denim processes of the Changsin·Sungin regions, the production hubs supporting Dongdaemun, to discover solutions for revitalizing the local industry. For the research method, we collected data by actively participating in support projects related to the Dongdaemun fashion cluster. Additionally, we gathered data by conducting a theoretical review of the sewing industry in the Changsin·Sungin regions and the Dongdaemun fashion cluster. The research results include developing a denim brand collection-eight denim products-based on Changsin-dong's unique denim sewing technology and various denim washing processes acquired through the support project and regional characteristics. Overall, this study is meaningful in presenting a sustainable plan to revitalize the domestic sewing and manufacturing industry, focusing on the Dongdaemun fashion cluster. We achieved this by developing a denim brand that leverages the sewing and washing process technology and the unique regional characteristics of Changsin-dong.