• 복식
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• 제38권
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• pp.193-211
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• 1998

Without a solid marketing system in placed, the fashion industry cannot flourish on out-standing design or technology alone. Even though the significance of collecting and analyzing information, merchandising, and retail distribution is recognized, these functions are not firmly rooted or prevalent in our industry. In contrast, Italy which possesses similar demographic traits such as the lack of natural resources and other physical factors has succeed-ed in globalizing its fashion market by responding swiftly and exercising flexiblity to its constantly changing consumer demand. This in turn has earned Italy the competitive edge in the global fashion arena. Italy's unique management skills and operation know-how, along with successful market strategies come into play in bringing competitiveness to Italy's fashion market. Firstly, smaller companies with ability to adopt swiftly to the ever changing market. Secondly, fashion friendly social environment. Thirdly, niche marketing through highly specialized system and differentiation. Fourthly, timeless innovation through intense corporate competition. Lastly, establishment of foundations to support the industry through diverse networking. The alone building blocks have formed a basis for erecting an unparalleled market with a reputation for excellence in design and quality in the global fashion world. This study has examined how Italy's fashion industry has evolved from an underdeveloped textile business into a cutting edge fashion in-dustry. Italy's unique business processes and practices were studied to come up with a collection and merchandising ideas in a niche market. By selecting this venue we are able to continuously grow and develop in a market with diverse consumer needs. To analyze the Italian fashion market, data from 3 institutions were utilized, namely, CIT-ER which has provided consumer trends and sales analysis, SITA,a data service provided statistics from the textile and apparel businesses, and NBI has also furnished valuable data. Italian consumer preference, buying behavior, consumer profile, retail channels and other related data from the above institutions has formed a backbone for market segmentation and target markets, and as a result, we were able to zero in on the type of consumer, produce, pricing and retail channels for our womenswear. Going forward the direction is to elevate product image and pretige, and create syn-ergy between related industries, and at the same note, in order to develop internationally recognized brands such as Max Mara and Benetton. Certain elements such as the specialization of the fashion industry, alon-g with fashion-related data base and systems support, and most importantly experts with acute fashion sense and capacity to analyze pertinent data are in need. I firmly believe that we can achieve Italy's level in the fashion market with support from the government and unrelenting effort within the industry itself, and hope that this report can prove to be useful.

• 복식
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• 제58권2호
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• pp.62-77
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• 2008

This study aims to analyze color characteristics centered by women's suit styles that represent masculinity remarkably. Through this, it figures out color's type and continuance availability as a representing tool to express masculinity to provide useful color information which can be applied effectively to various color planning. For this research, related images were collected among women's pants suits appeared in $2004{\sim}2006's$ Paris, London, New York and Milan collection F/W that are most similar to modern man's suit. Among them, the study analyzes 319 pictures where the features of masculinity were represented effectively. The referred color values were earned by converting $L^*a^*b^*$ values measured through the color extracting tool of Computer program (Adobe Photoshop CS) and color tone characteristic were analyzed by classifying 12 color PCCS and 5 achromatic colors. The result of the study are as follows: First, based on standard of color hue and tone, in terms of color hue, PB, YR, Y were frequently shown up but G, BG series were not found much after analyzing overall women's pants suit color characteristics shown in $2004{\sim}2006$ Paris, London, New York and Milan collection. Second, the color analysis about 3years of $2004{\sim}2006$ tells that achromatic colors have been most widely used in every year. In terms of color hue, PB, YR, Y series were appeared most popular and G, BG classes weren't appeared frequently. In addition, once looking at yearly color tone distribution trend, like overall color tone distribution result, Bk, w, dkg, g, p were highly used as sequential and b, v, dp, sf, ItGy series show low distribution level. And such a distribution level of low and high in frequency has been showed continuously as a similar style. Accordingly, through the study, as a tool to express masculinity in women's suit, achromatic colors like black and white series and PB, YR, Y series color were investigated as most popular uses. And as color tones, Bk, w, dkg, g, p were used frequently.