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

• Management & Information Systems Review
• /
• v.30 no.4
• /
• pp.73-92
• /
• 2011

The purpose of this study was to investigate the differences of influence between luxury brand value and preferences according to consumers' regulatory focus. For data collection, research questionnaires were responded by females consumers living in Pusan and Ulsan. The collected data were analyzed according to the frequency-factor analysis using SPSS 14.0 for windows Package, the factor analysis using Varimax, reliability analysis, T-test, multi-regression analysis, and chow-test. The results were as follows: First, Based on an independent samples t-test, It was found that prevention-oriented respondents were significantly more qualify value and economic value than promotion-oriented respondents, promotion-oriented respondents were significantly more aesthetic value than prevention-oriented respondents. Second, concerning the worth of luxury brands that aesthetic value, qualify value, economic value, conspicuous value, and emotional value significantly affected the consumers' preference about luxury brand. On the other hand, only social value of the luxury brand did not have a significant effect on the consumers' preference about luxury brand. Second, the study was to investigate whether the luxury brand value has an effect on the brand preference depending on the consumer's regulatory focus. The results showed that there were different perceived values of luxury brand preference between the promotion-focused and the prevention-focused consumers. The promotion focus group had the effect on conspicuous value and emotional value, while the prevention focus group had the effect on quality value and economic value for luxury brand preference.

• Proceedings of the Korea Society of Costume Conference
• /
• 2004.05a
• /
• pp.44-44
• /
• 2004

본 연구는 세계적 패션명품인 버버리 소비자의 심리적 특성과 소비행동의 특성을 파악할 목적으로 시도되었으며, 연구의 초점은 구매자의 인구 통계적 특성과 문화가치 및 이 문화가치에 영향을 받은 소비자의 심리적 특성이 버버리 패션명품구입과 어떠한 관계가 있는지를 분석하고자 한 것이다. (중략)

• Journal of the Korea Institute of Information and Communication Engineering
• /
• v.25 no.3
• /
• pp.355-360
• /
• 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 Communication Design
• /
• v.64
• /
• pp.64-75
• /
• 2018

Luxury fashion brands, which have dominated the market of high-priced apparel, bags and shoes, are recently showing changes of stepping into the cosmetics market. The purpose of this study is to examine how luxury fashion brand identity is transferred to cosmetic brand while expanding into luxury cosmetic brand, and to analyze the plastic signs of cosmetic package design and to analyze visual identity through a semi-symbolic system. Therefore, in this study, we tried to analyze the visual semiotic analysis of the package design such as the cushion compact, the lip tint and the brand logo which appeared in the popular product line of the fashion luxury brand such as Yves Saint Laurent and Armani. As a result of the analysis, this study has identified the semantic qualities expressed by each plastic element through the visual semiotic analysis process of the cosmetic package of Yves Saint Laurent and Giorgio Armani. These traits were found to be used as visual signs to reveal the 'Classicism' identity pursued by Yves Saint Laurent and the 'Baroque' identity pursued by Armani. Based on the results of this study, this study finds that the brand identity as a fashion brand is not transferring to the visual identity of cosmetic brands in the case of Yves Saint Laurent. On the other hand, this study found that Armani uses visual communication strategies to effectively transfer the brand identity as a fashion brand to the visual identity of cosmetic brands. On these two different results, it is necessary to examine whether luxury fashion brands and also Korean fashion brands are expanding into the cosmetics market and how they can better grasp the existing brand identity and apply it to the communication strategies of cosmetics brands.

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

• Korean journal of communication and information
• /
• v.71
• /
• pp.157-193
• /
• 2015

The purpose of this study is to critically interpret generational trends in contemporary Korea through understanding the consumer experiences of luxury bag purchases of women in their late 20s and early 30s. Previous studies on luxury consumption tend to focus on an analysis of the value of luxury products as a sign and a symbol, the characteristics or class identity of luxury consumers, or expressive behavior in terms of ideal self-image. While including these factors, this study also expands the scope to a reflexive understanding of the social structural context behind the phenomenon of personal consumption. This was achieved by considering consumption in terms of the style and practice of everyday life, as well as its opportunities and limitations. In particular, we pay attention to how luxury bags are reproduced as media, which is a process that is circulated back to consumption, and through this process, this study reflects on capitalist life and subjects.

• Korean journal of communication and information
• /
• v.75
• /
• pp.9-42
• /
• 2016

This study critically examines the social and personal meanings that luxury consumption have in contemporary Korean society through understanding the consumption experiences of men in their 30s. Interviews with nine male consumers who are committed to luxury brands, especially those that produce suits, watches, fountain pens, and shoes, were conducted to collect qualitative data. We found that participants are satisfied with the whole process of luxury brand consumption including buying, using, and managing and try to consume the products for self-expression, congruent with their lifestyle and identity. Individuals have learned how to consume the luxury brand from their role models. Their consumption follows hybrid and postmodern patterns and combines luxury brand products with non-luxury one. In contemporary Korean society, using the luxury products is considered necessary to achieve some advantages in social contexts and can be also functioned as a sort of social signifier and self-help, as well as, a tool for self satisfaction or well-being.

• Journal of Families and Better Life
• /
• v.25 no.3 s.87
• /
• pp.137-149
• /
• 2007

This study explores diverse consumer characteristics pursuant to whether the consumers in question have purchased luxury goods, and it also explores the variables that tend to influence such purchases. Furthermore, the relationship between consumers' purchases of, propensity for and preference toward luxury goods is researched, and an analysis is also conducted on the degrees of influence that consumer purchases of luxury goods have on consumer propensity and preference for luxury goods. The results show that the experience of such purchases determines the diverse characteristics of consumers in such areas as age, expenditures and overseas travel. In addition, the propensity of consumers to buy luxury goods is related to the tendency toward trends, self-planning, rationality and economic efficiency, while the preference of consumers is linked to the tendency toward trends, self-realization and rationality. This study aims to analyze and understand the consumer group of college women in their 20s, and it also seeks to help establish policies that will provide consumer education so badly needed by such women who are or who will be the main players of their respective household economies and rates of consumption.

• Journal of Digital Convergence
• /
• v.10 no.11
• /
• pp.295-306
• /
• 2012

This study analyzed empirically difference of purchase intention about price raising of luxury brand according to consumer characteristics such as consumption value, prior knowledge. and perceived risk. Fist, groups according to consumption value showed obvious differences. Group of pursuing uniqueness and ostentation value and group of pursuing quality and pleasure value showed positive purchase intention but group of pursuing social recognition value showed negative purchase intention. Second, groups according to perceived risk. didn't show difference and groups according to prior knowledge showed obvious difference. group of high prior knowledge showed positive purchase intention but group of low prior knowledge showed negative purchase intention. Third, analyzed result about interaction effect of consumer characteristics, Classified group of pursuing uniqueness and ostentation value, expressing high prior knowledge and Classified group of pursuing quality and pleasure value, expressing high perceived risk only showed positive purchase intention, The results of this study present implication to domestic companies aiming luxury brand that performing differently strategy of product and price according to target characteristics is more effective way in differentiating oneself from existing luxury brands and expanding market.