• 복식문화연구
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• 제23권3호
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• pp.498-511
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• 2015

This paper examines advertising images of fashion brands in vertical social network site (SNS) from the viewpoints of message strategies. Vertical social network sites are types of social curation systems applied to social networking, where information is selected, organized, and maintained. Fashion brands communicate with consumers by presenting images on vertical SNSs, anticipating improvements in brand image, popularity, and loyalty. Those images portray content for particular brands and seasonal concepts, thus creating paths for product sales information. Marketing via SNSs corresponds to relationship marketing, which refers to long-term interrelationship and value augmentation between the company and consumer, and viral advertising, which relies on word of mouth distribution via social network platforms. Taylor's six-segment message strategy wheel, often used for analyzing viral ads, was applied to conduct a content analysis of the images. A total of 2,656 images of fashion brands advertised on Instagram were selected and analyzed. Results indicated that brand values were somewhat related to the number of followers. Follower rankings and comment rankings were also correlated. In general, fashion brands projected sensory messages most often. Acute need and rational messages were less common than other messages. Sports brands and luxury brands presented sensory messages, whereas fast fashion brands projected routine images most often. Fashion brands promoted on vertical SNSs should portray advertising images that combine message strategies

• 디지털콘텐츠학회 논문지
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• 제18권2호
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• pp.293-301
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• 2017

웹툰의 내러티브 속성이 설득 커뮤니케이션 상황에서 어떻게 활용되고 있는지 살펴보기 위해 구글 확장 검색을 실시하고, 수집된 112편의 광고를 내용분석하였다. 분석 결과, 첫째, 국내 웹툰 광고는 콘텐츠 게임, 화장품 패션 스포츠 부문, 정보통신 전기전자, 공익 및 교육 분야에서 많았다. 둘째, 최근 7년간 웹툰 광고 빈도가 증가하고 있으며, 2013년을 시점으로 신규 웹툰 광고물이 크게 증가하였다. 셋째, 태생별로 보면 브랜드 웹툰 유형이 가장 많았다. 넷째, 상업적 제품은 순정, 드라마, 일상, 부조리 장르 등에서 대체로 고르게 나타났으나, 공익적 제품은 일상 장르에만 나타나 공익 광고 전략이 편향되어 있었다.

• 한국의류학회지
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• 제42권3호
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• pp.452-473
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• 2018

This study analyzed the expressions of racing girl uniforms that promote automobile brands shown at Seoul and Busan motor shows. The results are as follows. In each of the design components expression, the glossy and plain material, the achromatic color, and the dress style appeared most frequently in the uniform design of both domestic and foreign automobile brands. In the fashion image expression, sexy image appeared the most, followed by modern image, romantic image, active image, elegance image and ethnic image. Based on the analysis results, the following expressive characteristics were identified: First, sexy images were used in uniform design to express the streamline and speedy feeling of a car metaphorically. Second, modern image, glossy material, and achromatic color were used for a uniform design to express advanced technology and the future orientation of an automobile. Third, fashion images that match the automobile type emphasized the brand image of the car. Fourth, some of the manufacturers that prevailed in the automobile market promoted several automobile brands exhibited with a unified uniform design that expressed the design philosophy and concept. As such, the motor show racing girl uniform contributed to promoting automobile brand identity and the automobile industry.

• 한국의류학회지
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• 제42권3호
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• pp.379-396
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• 2018

This study investigated consumer perceptions of information provided in a fashion Instagram. This study examined the differences between information provided in Instagram by brand vs consumers. A pilot test was conducted to develop stimuli and a brand selection in the main study. Participants were randomly assigned to one of two stimuli manipulated by information providers, and examined the perceived credibility, usefulness, and enjoyment of information as well as brand attachment and purchase intention. We gathered and analyzed a total of 200 data. The findings of the study showed that respondents perceived significantly greater usefulness and purchase intention of images uploaded by consumers compared to the fashion brand. Credibility and enjoyment were significant factors to enhance brand attachment; in addition, usefulness, credibility, and enjoyment were significant factors to increase purchase intention. The findings of the study suggest academic and marketing implications.

• 한국의상디자인학회지
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• 제20권4호
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• pp.131-146
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• 2018

In this study, five women's fashion shopping mall companies were selected as the subjects based on the number of searches per month for analyzing website design of online shopping mall for women in their twenties. Design characteristics are divided into three aspects such as structural, visual, and customer service, and the results are as follow. First, from the structural perspective, the main navigation area and global navigation area of most shopping malls are arranged at the top center, and below them, the main image, the banner area, and the content area are arranged in order. Looking at the visual aspect, the logo is mostly written in a black text, the colors used on the main page were only one or two colors such as pink-based, gray-based, and red. Finally, from the customer service aspect, most shopping malls were encouraging buyers to place celebrity sponsorship, videos using products, self made products, and best products in the banner area. The results of this study are to present the direction of design for the founders who intend to operate the women' fashion shopping mall in future, and provide basic data for online shopping mall design research.

• 한국의류산업학회지
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• 제24권5호
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• pp.618-627
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• 2022

This is a basic study to recommend a legging sizing system suitable for middle-aged women. This study aims to explore and analyze the sizing system of branded leggings for middle-aged women. Therefore, 40 pairs of leggings from 20 brands preferred by middle-aged women were first selected to compare their sizing systems. Thus, it was found that the size distribution of legging brands varied significantly, and the number of sizes or the size deviation also varied depending on the brands or products. Second, the adult female age groups were classified as 18-24 years, 25-34 years, 35-44 years, and 45-59 years. Additionally, the distribution of the waist and hip circumferences by age group was compared with the size specifications of the leggings. Leggings with large differences between size specifications and body size distribution were identified in each age group. In the case of women aged 45 to 59, the size distribution suitability of branded leggings was found to be the lowest among the four age groups. Furthermore, it was also found that it is important to reflect the body size distribution, especially the waist circumference, to establish a legging sizing system suitable for women aged 45 to 59 years.

• 한국의류학회지
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• 제47권3호
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• pp.492-510
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• 2023

The metaverse, an expansion of the real world, refers to a three-dimensional virtual world where daily life and economic activities can be conducted through avatars. This study examines the effect of avatar identification on metaverse immersion, vicarious pleasure, and fashion brand item sharing intention by subdividing avatar identification into similarity identification, wishful identification, and embodied presence. In addition, it investigates the difference in the influence relationship between avatar identification, immersion, and vicarious pleasure according to the degree of fashion involvement. The total of 319 participants were analyzed using SPSS 26.0 and AMOS 24.0. The results showed that similarity identification, wishful identification, and embodied presence had significant impacts on immersion and vicarious pleasure, influencing sharing intention. There was also a difference in the effect of avatar identification on consumer responses depending on fashion involvement. This study provides theoretical implications for experiential marketing and presents practical suggestions for developing metaverse marketing strategies.

• 한국의류학회지
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• 제47권6호
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• pp.996-1011
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• 2023

This study introduces an effective marketing strategy for fashion SMEs and small designer brands utilizing Instagram as a social networking platform. The research compared the impact of two information delivery types (native advertisements vs. live streaming after native ads) and two types of promotional messages (scarcity vs. price discount) on SNS consumption value, and product attitude toward fashion designer brands. The study involved surveying 251 Korean women aged 25-55 with experience in buying designer products and using SNS. Data analysis was conducted using SPSS 26.0 and Process Macro v3.5. Results indicated that both native advertisements and live streaming enhance economic and social values in SNS consumption. Live streaming with price discount messages generates higher perceived SNS consumption values compared to scarcity messages. Consumers showed a more favorable attitude toward designer brand products when watching the live streaming of price discount messages rather than scarcity messages. The findings emphasize that the broadcast host actively induced participation to reveal viewers' social presence through comments or emphasized discount messages such as ultra-special prices during live streaming on Instagram.

• 한국산학기술학회논문지
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• 제11권7호
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• pp.2483-2490
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• 2010

본 연구는 배드민턴 참여자들의 라이프스타일이 스포츠웨어 추구혜택에 미치는 영향을 규명함으로써 배드민턴에 참여하고 있는 동호인들에게 보다 효과적인 스포츠웨어에 대한 정보를 제공하는 연구의 목적이 있다. 본 연구의 대상으로는 현재 강원도에서 배드민턴 클럽에 가입하여 참여하고 있는 성인 남녀를 모집단으로 선정하여 편의추출법에 의하여 총 206명을 표집하여 SPSS/PC+ 11.0 Version을 사용하여 빈도분석, 신뢰도 및 요인분석, 다중회귀분석을 실시하였다. 이 연구의 결론은 다음과 같다. 첫째, 배드민턴 참여자들의 라이프스타일과 스포츠웨어 추구혜택 간의 상관관계가 있는 것으로 나타났다. 둘째, 라이프스타일의 하위요인 패션 유행추구, 사회지향성의 순으로 스포츠웨어 추구혜택인 이상적 추구혜택에 영향을 미치는 것으로 나타났다. 셋째, 라이프스타일의 하위요인 물질추구, 패션 유행추구, 현실만족 순으로 스포츠웨어 추구혜택인 유행과 브랜드 추구혜택에 영향을 미치는 것으로 나타났다. 넷째, 라이프 스타일의 하위요인 자기충실, 사회지향성, 건강추구, 현실만족의 순으로 스포츠웨어 추구혜택인 편안함 추구혜택에 영향을 미치는 것으로 나타났다. 다섯째, 라이프스타일이 패션 유행추구, 물질추구, 사회지향성의 순으로 젊음과 개성 추구혜택에 영향을 미치는 것으로 나타났다. 이러한 결과들을 바탕으로 스포츠활동에 참여하는 대상자들이 스포츠웨어 추구혜택을 정확히 파악함으로써 스포츠활동에 보다 더 질 좋은 스포츠웨어 제품을 기대할 수 있을 것이다.

• 패션비즈니스
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• 제6권1호
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• pp.137-154
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• 2002

It's not easy to renew old brand of over 50 years history to the tastes of new consumer of our time. Most of national brands that has a history of some 20 years in Korea have strove for continuation and growth of brand to no avails, which can be taken as a good example of current situation. For instance, C company, one of the National brand of US which has a history of 51 years, has made its position secure as a fashion group and based itself on a sound foundation by establishing new marketing strategy and completing successful brand renewal in the process of strategic M&A with Italian company. Those successful marketing strategies are as follows. 1) they regarded both market and consumer oriented marketing activity as company's highest priority strategy and put great emphasis upon concentration on target market and reestablishment of brand image of business casual wear. 2) Setting up and operating planning team composed of merchandizer alone in Milano, they set the direction of plan on the basis of concentrated research on potential item in market according to thorough market research done by buying office in Korea, branch office in Hong Kong and buyer in US prior to blueprint planning for season. 3) Great emphasis was placed on business which focused on intensive presentation of basic key item for apparel career women who are main consumer group in the midium-low prices market in US and on supplementation of size and color. they named this line 'collectibles' and helped their customer develop their own clothes plan without worrying about the change of color and fabric by supporting same fabric and color throughout the year and enabled them to add variation easily by supplementing new trend item. 4) Company set black as a main color that lots of apparel career women find easy to care and to express their own image and presented them with pebble which belongs to navy and beige and added fashion color such as wine and brown etc as season goes by. They constructed basic line in order for their customers to coordinate purchased item with new one or to add them to present collection, and to achieve efficient sale by setting up strategy which allows this cross coordination and changing pattern occasionally. 5) Though basic jacket for 99$, short slim skirt for 49$ are products within midium-low prices range, in the material planning stage aiming at production of item that has both resonable function appealing to consumer and is fashionable, synthetic material had to be used as a main source due to price competitiveness. Despite this situation, considering comfortable sense of fit and refined drape of silhouette that has no sign of cheap material, whole collectible line was divided into two items, which contributed to reduction of cost. In case of material that is composed of triacetate and polyester in 70 to 30 ratio, was used up to 4 million yard, which allowed drastic curtailment of cost accompanied by concentration. In case of 'collectibles' line, using Korean material mainly, C company chose to have their product sewed in Southeast Asian countries where transportation is well developed and both productivity and quality verified by operating global production system which aiming at cutdown of cost through outsourcing production from the country where labor cost is low and getting finished product. Polarization between present consumers telling us that consumers with the mind of middle classes in the past no longer exists between consumers who seek after only fine article of highest quality and wise consumers who are sensible enough to judge bubble on correlation between price and quality. To cope with this change in new consumer mind, apparel makes changing their policy so as to produce item that has reasonable quality and falls within affordable price range anywhere in the world. and they're striving to get out of difficult situation by operating global marketing strategy which stresses separation of planning, production and sale and sensibility of fashion shared worldwide. The marketing strategy of C company can be exemplified as a successful one.