• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.220-232
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• 2010

Companies have been difficult to capture the minds of consumers by staying in the sales phase in order to sell products. The marketing and brand management strategies of more understanding consumers and systematically managing for the perception of them are becoming important. Since launched, EXR has implemented a systematic brand management process from its early stage. Based on the idea of 'brand asset by customer' by Kevin Lane Keller that the total of consumer brand knowledge ultimately completes the company brand power, 'brand asset', to satisfy areas of 'functionality' and 'design', EXR pioneered its ultimate brand asset which is 'CAPORTS' and established its own identity called, 'PROGRESSIVE'. For the success of a brand management, there must be a clear vision supported by the determination of a specific brand identity. Also, it needs to be shared by members of the organization, and to maintain and manage it in the long run, an integrated management strategy is essential. On the basis of such identity, EXR was able to carry out the integrated management for its brand and the overall implementation of the marketing strategy. Therefore, In this study, we seek for a sustainable brand management strategy of fashion brand by looking into the process of the EXR's brand establishment.

• Journal of Intelligence and Information Systems
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• v.23 no.4
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• pp.57-76
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• 2017

Recently, consumer needs are diversifying as information technologies are evolving rapidly. A lot of IT devices such as smart phones and tablet PCs are launching following the trend of information technology. While IT devices focused on the technical advance and improvement a few years ago, the situation is changed now. There is no difference in functional aspects, so companies are trying to differentiate IT devices in terms of appearance design. Consumers also consider design as being a more important factor in the decision-making of smart phones. Smart phones have become a fashion items, revealing consumers' own characteristics and personality. As the design and appearance of the smartphone become important things, it is necessary to examine consumer values from the design and appearance of IT devices. Furthermore, it is crucial to clarify the mechanisms of consumers' design evaluation and develop the design evaluation model based on the mechanism. Since the influence of design gets continuously strong, various and many studies related to design were carried out. These studies can classify three main streams. The first stream focuses on the role of design from the perspective of marketing and communication. The second one is the studies to find out an effective and appealing design from the perspective of industrial design. The last one is to examine the consumer values created by a product design, which means consumers' perception or feeling when they look and feel it. These numerous studies somewhat have dealt with consumer values, but they do not include product attributes, or do not cover the whole process and mechanism from product attributes to consumer values. In this study, we try to develop the holistic design evaluation model based on consumer values based on three-step approach from product attributes, perceived attributes, to consumer values. Product attributes means the real and physical characteristics each smart phone has. They consist of bezel, length, width, thickness, weight and curvature. Perceived attributes are derived from consumers' perception on product attributes. We consider perceived size of device, perceived size of display, perceived thickness, perceived weight, perceived bezel (top - bottom / left - right side), perceived curvature of edge, perceived curvature of back side, gap of each part, perceived gloss and perceived screen ratio. They are factorized into six clusters named as 'Size,' 'Slimness,' 'No-Frame,' 'Roundness,' 'Screen Ratio,' and 'Looseness.' We conducted qualitative research to find out consumer values, which are categorized into two: look and feel values. We identified the values named as 'Silhouette,' 'Neatness,' 'Attractiveness,' 'Polishing,' 'Innovativeness,' 'Professionalism,' 'Intellectualness,' 'Individuality,' and 'Distinctiveness' in terms of look values. Also, we identifies 'Stability,' 'Comfortableness,' 'Grip,' 'Solidity,' 'Non-fragility,' and 'Smoothness' in terms of feel values. They are factorized into five key values: 'Sleek Value,' 'Professional Value,' 'Unique Value,' 'Comfortable Value,' and 'Solid Value.' Finally, we developed the holistic design evaluation model by analyzing each relationship from product attributes, perceived attributes, to consumer values. This study has several theoretical and practical contributions. First, we found consumer values in terms of design evaluation and implicit chain relationship from the objective and physical characteristics to the subjective and mental evaluation. That is, the model explains the mechanism of design evaluation in consumer minds. Second, we suggest a general design evaluation process from product attributes, perceived attributes to consumer values. It is an adaptable methodology not only smart phone but also other IT products. Practically, this model can support the decision-making when companies initiative new product development. It can help product designers focus on their capacities with limited resources. Moreover, if its model combined with machine learning collecting consumers' purchasing data, most preferred values, sales data, etc., it will be able to evolve intelligent design decision support system.

• Textile Coloration and Finishing
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• v.35 no.2
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• pp.82-96
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• 2023

The purpose of this study is to enhance the usability of hanji fabrics by expanding the color space of hanji fabrics. For the expression of various colors of hanji fabrics, single and combination dyeing were carried out using natural indigo(Niram, Polygonum tinctorium), marigold extract colorant, and madder extract colorant for three types of hanji fabrics with different fiber compositions(hanji, hanji/cotton, hanji/silk). The light, medium, and deep colors obtained through individual single dyeing were shown to be PB Munsell colors in the case of indigo dyeing, Y color for marigold dyeing, and R color for madder dyeing. For combination dyeing, indigo dyeing was first carried out under the conditions for light, medium, and deep colors, respectively, and marigold or madder dyeing was performed thereafter. Indigo and marigold combination dyeing produced PB, B, BG, G, and GY Munsell colors and indigo and madder combination dyeing produced PB, P, RP, and R Munsell colors. Overall, the color change of hanji/silk fabric was more diverse than that of hanji fabric and hanji/cotton fabric. In the indigo, marigold, and madder combination dyeing into individual deep colors, blackish PB and P Munsell colors was obtained. Colorfastness to washing, dry cleaning, rubbing, and light were relatively good with above rating 4. Finally, 9 colors excluding YR color out of 10 Munsell color were obtained. We confirmed that the expansion of the color space of Hanji fabrics by the single and combination dyeing with indigo, marigold, and madder.

• Archives of design research
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• v.19 no.2 s.64
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• pp.53-62
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• 2006

E-mail has indeed developed from 'a means of instant communication' to an indispensable part of online marketing. Therefore, companies need to implement consistent customer management. Communication with customers and marketing through e-mail is a powerful way of communication and adapting one-to-one marketing strategies to customer trends, habits and taste preferences. Since setting accurate targets is especially important in the fashion industry, e-mail marketing is the most effective way to communicate with customers and one-to-one marketing constitutes a very important strategy. In this study, I will analyze this powerful one-on-one marketing tool, particularly actual e-mail messages sent by an Internet Shopping Mall from June 12 to July 30, 2005, examine the effect of these messages on sales growth and analyze actual feedback received. Regarding e-mail read rates broken down by age and gender, 1 found that females in their late twenties recorded the highest rate at 21.66% and their contribution to sales growth was recorded at 3.5% From actual sales records, found that 28.10% of total sales were attributable to people in their late twenties, showing that the age group that reads e-mails the most also buys the most. Regarding feedback by e-mail title, e-mails from the 'Casual' category seemed to be the most effective, in that most of these e-mails were read. Also, messages sent on Tuesdays were read the most, according to the feedback analysis by weekday. Section e-mails were read more often than regular e-mails. Regarding the view rate according to the time e-mails were sent, messages sent to females in their late twenties at two o'clock in the afternoon were read by 20.93% of recipients, recording the highest read rate. By offering informative content and practical tips, visitors will be attracted to the site and generate site traffic. Therefore, we can conclude that sending e-mail messages can greatly contribute to sales growth and e-mail marketing is very effective. Also, in order to make e-mail campaigns more effective and improve marketing results, we need to analyze actual results and apply our findings in future e-mail campaigns. With this, we get successful marketing results.

• Fashion & Textile Research Journal
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• v.24 no.6
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• pp.667-685
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• 2022

This paper aims to investigate 4D printing materials for soft robots. 4D printing is a targeted evolution of the 3D printed structure in shape, property, and functionality. It is capable of self-assembly, multi-functionality, and self-repair. In addition, it is time-dependent, printer-independent, and predictable. The shape-shifting behaviors considered in 4D printing include folding, bending, twisting, linear or nonlinear expansion/contraction, surface curling, and generating surface topographical features. The shapes can shift from 1D to 1D, 1D to 2D, 2D to 2D, 1D to 3D, 2D to 3D, and 3D to 3D. In the 4D printing auxetic structure, the kinetiX is a cellular-based material design composed of rigid plates and elastic hinges. In pneumatic auxetics based on the kirigami structure, an inverse optimization method for designing and fabricating morphs three-dimensional shapes out of patterns laid out flat. When 4D printing material is molded into a deformable 3D structure, it can be applied to the exoskeleton material of soft robots such as upper and lower limbs, fingers, hands, toes, and feet. Research on 4D printing materials for soft robots is essential in developing smart clothing for healthcare in the textile and fashion industry.