• 문화기술의 융합
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• 제9권1호
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• pp.361-372
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• 2023

본 연구는 명품 패션 스타트업 플랫폼인 발란·트렌비·머스트잇 3사를 연구대상으로 선정하여, 각 3사의 온라인 사이트에서 진행하고 있는 마케팅 믹스 전략을 비교, 분석하는데 목적이 있으며, 우리의 연구결과는 다음과 같다. 먼저, 명품 플랫폼 3사의 상품전략은 하이엔드 브랜드부터 SPA 브랜드 까지의 상품구성과 여성복, 남성복 이외에 키즈, 홈리빙 등과 같은 상품구성이 특징이며 이외에도 중고상품, 예술품등 에 이르는 상품군의 다양화가 특징으로 보여진다. 또한, 명품플랫폼의 가격전략은 동일제품이어도 명품 플랫폼에 따라 가격 차이를 보이고 있는데, 이는 3사 플랫폼이 모두 병행수입과 구매대행의 유통구조로 운영하며, 이러한 플랫폼의 유통 운영방식 차이에 따라 플랫폼이 직접 마진을 결정하는 구조로 보여진다. 따라서 각 플랫폼마다 가격 경쟁력의 우위를 확보하기 위해 백화점 등 오프라인 매장에 없는 할인쿠폰, 적립금 등을 통해 오프라인 매장보다 저렴한 명품구매의 기회를 제공하고 있었다. 마지막으로 명품 플랫폼 3사의 판매촉진전략은 가격할인, 할인쿠폰, 상시세일 등의 가격할인 판촉과 회원가입/리뷰 적립금, 이벤트, 상품정보, 배송서비스, 사회공헌활동, SNS활용 등의 가치부가적 판매촉진을 활용하고 있었다.

• 섬유기술과 산업
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• 제8권1호
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• pp.30-42
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• 2004

최근의 정보통신(IT; information technology)과 마이크로프로세서(microprocessor) 기술의 급속한 발달은 생활과 문화 뿐만 아니라 산업 전반에 걸쳐 많은 변화를 예고하고 있으며, 특히 디지털(digital) 기술의 발전은 섬유 $.$패션 산업 분야에도 혁신을 가져와, 3차원 기술과 가상공간(virtual space) 혹은 가상현실(virtual reality) 응용시스템을 활용한 상품기획과 생산 및 소비가 가능해지고 있으며, 이러한 혁신에 따라 섬유 $.$패션 산업은 생산자 중심의 산업에서 벗어나 소비자 중심의 산업으로 변화되어가고 있다.(중략)

• 한국복식학회:학술대회논문집
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• 한국복식학회 2004년도 The 21st International Costume Congress
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• pp.352-353
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• 2004

• 한국복식학회:학술대회논문집
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• 한국복식학회 2000년도 춘계학술대회
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• pp.39-39
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• 2000

• 복식문화학회:학술대회논문집
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• 복식문화학회 2003년도 정기총회 및 춘계학술발표대회
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• pp.25-33
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• 2003

색채는 마케팅 전략의 핵심적인 요소가 될 수 있다. 특히 제품의 프리젠테이션, 브랜드의 로고, 패키지, 광고, 판매디스플레이, 제품자체색상 등에 공통요소로 사용되어질 수 있다. 색채는 전체적인 인상과 기억을 통합, 강화시키기에 그것이 패션상품인 경우 특히 의류나 미용, 화장품, 가구, 실내장식품, 벽지 등과 같이 유행에 따라 급속하게 변하기 쉬운 대상물들일 경우 매우 민감하게 소비자와 반응한다.(중략)

• 한국의류학회지
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• 제36권2호
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• pp.206-217
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• 2012

This study examined the causal relationship between the Chinese preference for Korean cultural products (Korean talent, K-pop songs, TV dramas, and movies), for Korean fashion products, and their purchase intentions. The relationship between the Korea's national brand image and Chinese fashion leadership with the three variables was investigated. Data was collected from 580 Chinese in Dalian, China. The data was analyzed using frequency, correlations, reliability, and AMOS for path analysis. The results of this study were as follows. First, the preference for Korean talent, K-pop songs, TV dramas, movies, and fashion products showed that the Chinese had a positive response and the degree of preference for each item was similar. Second, the Chinese preference for Korean talent, movies, and TV dramas significantly influenced the preference for Korean fashion products. In addition, the Chinese preference for Korean fashion products significantly influenced the purchase intentions of Korean fashion products. Third, the Chinese preference for Korean talent and fashion products had a significant relationship with their fashion leadership. In addition, the preference for Korean talent, movies, TV dramas, K-pop songs, fashion products, and purchase intentions had the same positive relationship with Korea's national brand images. This study examined from a structural aspect how the preference of Korean intangible cultural products affected the purchase intention of Korean fashion products. This study explored that the preference for Korean cultural products transcended the popularity of the Korean popular culture with a subsequent national industrial and economic ripple effect that improved the national brand image.

• 복식
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• 제57권10호
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• pp.74-86
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• 2007

An empirical study was conducted on fashion cultural products, targeting foreigners from diverse cultures. Its purpose was to identify foreigners' attitudes toward fashion cultural products of which design sources were derived from the Korean culture. The quantitative research using questionnaires was targeted at Americans, Chinese and Japanese who visited Korea. The questionnaires were back-translated into different languages for completion by the test subjects. Out of a total of 424 surveys returned, 393 were deemed usable. As a result of data analyses using SPSS 12.0 and AMOS 5.0, we found that: First, two attitude factors, the authenticity and aesthetic elements, exerted a significant effect on the intent to purchase. However, the last attitude factor, care and carriage convenience, did not significantly influence the purchase intention. Second, there was no significant difference in the attributes regarded as important when purchasing fashion cultural product between people from the U.S. and Japan. However, people from China showed differences in the attributes compared to the U.S. and Japan. Third, we found that attitudes toward fashion cultural products were different among respondents of three countries. It was revealed that the Chinese liked Korea's fashion cultural products the most, followed by Americans and Japanese. This research is significant because investigating foreigners' attitudes toward fashion cultural products for reaching out to a broader market abroad would contribute to help building an market entry planning.

• 복식문화연구
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• 제20권4호
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• pp.485-499
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• 2012

This study suggests designs for fashion-cultural products that can communicate the uniqueness of Korean traditional culture. To this end, motives and printing patterns were created based on the formative beauty of traditional sewing crafts. A literature review was completed to identify characteristics of Korean traditional sewing, and the motives were developed through Adobe Illustrator CS4 and Adobe Photoshop CS4. Those motives were applied to handkerchiefs, neckties, pouches, and handbags. The sewing crafts used in this study included thimbles, bobbins, and chumoni (a Korean traditional pouch). The motives were produced in a manner that best exemplified the unique formative beauty of the sewing crafts while also presenting modern images of the crafts. The motives from thimbles reflected the lateral side of their originals, while the motives from bobbins adopted fan- or rectangular-shaped bobbins. The motives from chumoni were based on Duruchumoni and Guichumoni. A total of 12 motives were developed, and a total of 36 textile designs were suggested based on those motives. A total of 42 designs for fashion-cultural products, including handkerchiefs, neckties, pouches and handbags, were developed. Among them, motives applied to handkerchiefs were expanded to apply to scarfs, as well.

• 복식문화연구
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• 제19권6호
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• pp.1334-1346
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• 2011

This study focused on the beoseon, traditional Korean socks that are a fashion item showcasing the beauty of the round hanbok shape. The study utilized the beoseon as an influential design motif and suggested 24 cultural fashion items to which the beoseon can be applied, including neckties, scarves, and T-shirts. For the purposes of this study, Adobe Illustrator CS3 and Adobe Photoshop CS3 were used for the motif design as well as the literature review on traditional beoseon socks. For the basic design motif, two basic forms were taken from the collection of the National Folk Museum of Korea. The key point of the motif development is that it maintains the basic shape of the beoseon but highlights the attractiveness of the Korean image by using repetition, rotation, symmetry and overlap into a new image pattern so that modern and chic images were taken into consideration for each cultural product. For the necktie, the mixed or repeated patterns for each motif were used as is. Alternatively, an oblique line pattern was adopted to express a stable and stylish image. For the T-shirt, a round-neck sleeveless type was designed. T-shirts were unified in the white color to highlight the image from the pattern. For the scarf, two shapes were displayed, square and rectangle. Through mixture of two repeated variation unit patterns for each motif, a splendid and stylish image was revealed along with various layouts.

• 한국의류학회지
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• 제35권1호
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• pp.51-62
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• 2011

This study provides guidelines for the development of Korean fashion cultural products. This study identified adolescents' perception of Korean traditional culture and examined their attitudes towards the fashion cultural products of the Korean image with a focus on their image association of those products. For this study, questionnaire data from 447 adolescents was used for statistical analysis. Adolescents were classified into three groups (apathy group, modernization group, and balanced succession group) according to their perception of Korean traditional culture. There were notable differences among the three groups in the image association with the fashion cultural products of Korean image and their value seeking. A large number of adolescents showed positive attitudes towards products with splendid and decorative images as well as simple and refined images. It is important to maintain a balanced strategy in developing cultural products between modernization and the succession of traditional images in order to magnity the market opportunities for fashion cultural products of the Korean image that focus on adolescents.