• Proceedings of the Costume Culture Conference
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• 2003.09a
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• pp.72-73
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• 2003

국내의 수입명품 브랜드 시장은 유통개방 완전개방과 더불어 병행수입이 허용되면서 급격한 성장을 보이고 있다. 그 동안 일부 부유층에게만 이루어지던 명품 브랜드의 소비는 유통구조의 다변화 및 소비의 고급화 현상 등으로 인해 대중화되어가고 있는 실정이다. 이에 본 연구에서는 현재 국내에 수입되고 있는 해외 명품브랜드 유통현황에 대한 조사를 하였으며 이와 더불어 수입되는 명품 브랜드의 유통형태별 특징을 파악하고 그들이 각각 어떠한 마케팅 전략으로 차별화를 두는지를 살펴보고 이에 따른 효과적인 마케팅 전략을 제시하는데 있다. (중략)

• The Research Journal of the Costume Culture
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• v.15 no.1 s.66
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• pp.81-97
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• 2007

The purposes of this study were to build the concept of luxury brand and analyze the previous luxury brand studies. A number of publication and journals were reviewed and analyzed depending on subjects and year. The result of review and analysis were as follows: 1. The concept of luxury brand in the previous studies were arranged and the concept of luxury brand was defined by special characteristics of luxury brand. The subjects were usually categorized into three fundamental groups: luxury brand consumer characteristics, Marketing's 4P of luxury brand, social & culture analysis of luxury brand. In general, the studies of luxury brand consumer characteristics are conducted most actively, and they are followed by the marketing of luxury brand and social & culture analysis of luxury brand. 2. Luxury brand studies were organized by year. As a result, of this study, It tends to increase the concern and studies of luxury brand from 2003 to 2005. At the beginning of luxury brand studies, the consumer characteristics studies were researched actively. However the marketing studies were increasing and subjects were diversed gradually. But, previous studies of Luxury brand lacked in explaining changed consumer characteristics, marketing and social & culture analysis. Thus, this study directed the future studies to study deep into luxury brand studies.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.361-372
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• 2023

In this study, three luxury fashion start-up platforms, Balaan, Trenbe, and Must-it, were selected as research subjects. The purpose of this study is to compare and analyze the marketing mix strategies of each of the three online sites. The results of our study are as follows. First of all, the product strategies of the three luxury platform companies are characterized by the composition of products from high-end brands to SPA brands, and product composition such as kids, home living, Used goods and art in addition to women's and men's wear. In addition, the pricing strategies of luxury platforms show price differences depending on the luxury platform even for the same product. It is shown as a structure that directly determines margin. Therefore, in order to secure an edge in price competitiveness, each platform provided discount coupons and savings that are not available in offline stores such as department stores, providing opportunities to purchase luxury goods at a lower price than offline stores.Lastly, the sales promotion strategies of the three luxury platform companies was used include price discount promotions such as price discounts, discount coupons, and regular sales, and value-added sales such as membership registration/review points, events, product information, delivery services, social contribution activities, and SNS utilization.

• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.13-22
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• 2023

Recently, global luxury fashion brands such as Gucci, Saint Laurent, and Louis Vuitton have been showing special interest in Korean contemporary artists and actively collaborating with them. This can be said to be a new change that is distinguished from previous collaborations of fashion brands. Therefore, this study investigated the cases of collaboration between global luxury fashion brands and Korean contemporary artists, and analyzed the types and characteristics to examine the trends and characteristics and draw meaning. As a result, fashion brands combine the characteristics of Korean art works of various genres with the brand concept and pursued values to create new sensibility and high value-added products. It can be seen that the intention was to prepare a place to draw out. In addition, it was found that collaboration was also utilized in terms of marketing so that domestic customers could visit the brand store with a sense of familiarity by utilizing Korea's artistic and cultural sentiments. Based on the results of this study, we intend to provide basic data for the development of creative contents for various collaborations between fashion and art that can help develop the modern fashion industry.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.25 no.3
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• pp.355-360
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• 2021

Recently Youtube has been more popular. As many studies show the comparative deprivation of the Social Medeia, this study looks into whether the comparative deprivation is expressed on the YouTube comments. It focuses on the Luxury Haul contents, videos about huge amounts of luxurious products, of which Youtubers'economic feature are demonstrative. The comments of the videos are analyzed with LDA TF-IDF and Word2Vec. Additionally, the comments were classified into positive and negative groups by the LSTM model as well. As a result of the study, even though many comments turned out positive, the negative keywords were indicated related to comparative deprivation. Also it was found that the viewers compared themselves with Youtubers. In particular, some YouTubers are more criticized if they are younger or does not seem to afford the luxurious products themselves. This study suggests that the users express the comparative deprivation on YouTube as well like on the other Social Media.

• Journal of Distribution Science
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• v.9 no.3
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• pp.73-82
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• 2011

This study presents an effective and distinctive marketing strategy through the implementation of the aesthetic art marketing communication technique of storytelling. The reason applying art to marketing is effective is that it gives "class" and aesthetic beauty to the brand's image, which will lead to an increase in revenue and loyalty of consumers. The story stands in for the brand's subject of "desire." Luxury brand customers not only consume high-quality products, require the utmost in service, and value of the brand, they also appreciate the story the brand is telling. The story, combined with art, is called art marketing communication; it makes the brand more unique through its enhanced visual elements. The study discusses art collaboration, art exhibition, a transforming architecture project, art advertisement, a flagship store, and a human resource training center. Based on the "desire," I adopted the element and principle of storytelling. By visualizing the brand with a symbol, the company is able to relate to consumers' sentimentality. Through storytelling art marketing communication, and the strategy using relevance of brand and artist's popularity, the research shows efficient art marketing influences to the brand's image. The results of the research indicate that by using adequate art marketing communication that best reflects the identity and story of the luxury brand, it produces great results; the research also demonstrated, in various ways, that art marketing will succeed. The case showed the following outcomes. First, consumers have a tendency to choose a brand that is associated with an empathizing story. World renowned brands see through the market's "desires" for unique stories, and they also provide the ability to amuse consumers. The story in a product will become an important competitive element in future markets. Second, the art marketing communication applying a story rendered a brand with distinction. The most effective art marketing communications are art collaboration, art exhibition, locomotive architecture project, and others that are adopted as various means. Third, the brand's products were considered as an art piece, which led to not only strengthening the loyalty of consumers but also an increase in sales. In addition, the company could sustain a premium price for the goods sold. By adapting art to a brand's tradition, an innovative and creative new product provides consumer satisfaction, and producing goods in limited editions creates enthusiastic collectors. Fourth, this study suggests an abridged report, implication, limitation of the study, and directions for further research. Referring to the case for the adaptation of luxury brands, efficient art marketing strategies considering Korean company brand and efficiently study preceding Korean company brand art marketing strategy could be proposed.

• Journal of the Korean association of regional geographers
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• v.12 no.2
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• pp.229-244
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• 2006

Geographical indications are signs which identify a good as originating in the territory of a specific country, region, or locality, where the quality, reputation or other characteristics of the product is essentially attributable to its geographical origin. Korea has implemented geographical indication system through its Agricultural Product Quality Control Act since 1999. This research analyzes the impacts and implications of geographical indications on a particular cultural industry in a region using a case study of Boseong green tea which is the first product that was officially registered as a geographical indication in Korea. The results show that the geographical indication has contributed to the promotion of green tea industry in Boseong not only through increase of production but also through development of tourism. The implication is that a geographical indication can be used as an effective method to cope with trade liberalization in terms of agricultural policy. Another implication is that a geographical indication provides an efficient tool for place marketing.