• Journal of Fashion Business
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• v.6 no.4
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• pp.125-140
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• 2002

The purpose of this study is confirming the design characteristics and brand strategies of Ralph Lauren's products through the advertising pictures on internet website. Methods of this study are the analysis of his brand growth process, concept strategy and designs by web promotion sites. Also this study defined his brand character and fashion mind. The Results are as follows. 1) Ralph Lauren's concept strategies are 1. Convert british type into American style 2. Presentation an American life style 3. Marketing strategy using life style and IT business. 2) Ralph Lauren's designs characters are 1. Rich and simple style by preppy look 2. Traditional wear of noble taste 3. Western style of American reclamation period 4. Using of comfortable material 5. Unique colors which are simbolic. Today, his classic and preppy designs all draw upon an image of old word wealth and luxury and he pioneered the concept of clothes as part of a lifestyle environment.

• Journal of the Korean Society of Costume
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• v.58 no.10
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• pp.148-163
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• 2008

The purpose of this study is to review the previous researches, to make clear the difference between general image and brand image in overseas luxury fashion brands. The questionaries were given to female residents in the ages of $20s'{\sim}40s'$ in Seoul and Kyung-gi province in October 2007. The collected data were analyzed by using SPSS 12.0 software such as paired t-test. The results of this study as fellows; 1. As the result of the analysis of the difference across general images, it was regarded as the most Reputed' and 'Conspicuous' image. 2. As the result of the analysis of the difference across brand images of oversea fashion luxury brands, it was regarded as the most Reputed' image. 3. As the result of analysis of the difference between general images and brand images in overseas fashion luxury goods, it was found out that Chanel brand was regarded as more 'luxurious' and 'original' image, on the other hand, Giorgio Armani and Burberry were not.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.3
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• pp.19-31
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• 2013

The purpose of this study was to investigate the influence of consumer-internet brand relationship on consumer's satisfaction and loyalty. In order to establish structural equation model, previous studies about consumer-brand relationship, consumer's satisfaction and loyalty were investigated. The survey was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaires were collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and Pearson's correlation analysis, using Amos 19. The results of verifying the hypotheses were as follows: First, consumer-internet brand relationship was classified into two dimensions including 'emotional affection' and 'cognitive trust'. Second, both 'emotional affection' and 'cognitive trust' had a positive effect on consumer's satisfaction. Third, 'emotional affection' had a positive effect on consumer's loyalty, but 'cognitive trust' did not affect consumer's loyalty directly. Finally consumer's satisfaction had a significant effect on consumer's loyalty. It was suggested that consumer-internet brand relationship could be an important factor to form brand equity. Therefore, internet shopping mall marketer should establish a strategy that can help customers make a strong relationship with their internet shopping mall.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.894-906
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• 2013

The Chinese fashion market is a fierce battlefield for foreign brands and domestic brands. This research carefully analyzed several effects based on theories related to the country of origin for brands and consumer attitudes. All data were collected by a questionnaire distributed to Chinese consumers who have experienced global fashion brands. Data collection was conducted in March 2011. A total of 382 complete responses were used for the analysis. The results were as follows: First, for Chinese brands, there was a direct consumer ethnocentrism (CET) effect on brand attitudes. Second, CET showed no effect for European brands; however, conspicuous consumption had a significant positive influence. Third, there existed direct effects of CET and economic animosity on brand attitudes for brands from an unfriendly country. There was a positive moderating effect of conspicuous consumption on the association between CET and Japanese brand attitudes; in addition, a negative situation perception aggravates the negative relationship between economic animosity and Japanese brand attitudes. The results of the study can help marketers obtain more specific knowledge of brand attitudes for target consumer groups as well as enable them to plan and implement well-suited strategies for fashion businesses in China.

• Journal of the Korea Fashion and Costume Design Association
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• v.6 no.3
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• pp.19-29
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• 2004

The current fashion market is experiencing a lot of difficulties in fashion forecasting due to consumers' fast-changing lifestyle on fashion, changes in consumer behavior, and the segmentation of the fashion market. To cope with this harsh reality, many fashion enterprises have paid much attention to the SPA (Specialty Retailer's Store of Private Label Apparel) brand as a promising fashion marketing strategy in terms of which they can survive in the extremely competing fashion market. The SPA brand is in the stage of inception in Korea, but the SPA brands such as MUJI and UNIQLO are already dominating the fashion business in Japan. Korea has just started developing the SPA brand, but its technological development, which was triggered by the success of 'BASIC HOUSE', is rapidly evolving. Under these circumstances, the SPA brand is getting vital for the fashion market in efficiently realizing consumers' requirements, revolutionizing the method for providing product information and the process of Marketing Mix Program, and expressing the value of shop. This paper studies the nature of the SPA brand and fashion merchandising system, and in turn examine the differences between the visual merchandising of the existing fashion brands and the Japanese SPA brands that are used as the fashion marketing strategy which is driven by the up-to-date technological system. Centering around these issues, we propose a visual merchandising system for fashion enterprises which serves to develop Korean-style SPA brands.

• Archives of design research
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• v.17 no.4
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• pp.259-268
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• 2004

Today is so-called brand war age. Brand equity has been a critical factor to evaluate the business value according to changes of competitive situation and consumer's choices under the 21 century market situation. Brand advertisement with character on TV commercial has long been common and effective ways for many years as useful methods of brand differentiation in the consumer mind. In this thesis, character's roles and possibilities are researched to enhance a brand awareness in marketing, and also the interrelation between the patterns of character and the involvement on TV commercials over several categories are analyzed through the grid model of FCB that is a advertising agency in U.S.A. The attitude of Character usage and technique are also examined by analyzing the materials and the expressive methods of characters in each category.

• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.1
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• pp.82-93
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• 2024

This study confirms how brand experiences perceived by consumers in the metaverse affect their pleasure and behavioral intentions (intention to use the platform, and purchase the virtual product). The results of this study are as follows. First, consumers have sensory, affective, behavioral, and intellectual experiences while interacting with fashion brands in the virtual space of the metaverse. Second, in the metaverse, consumers experience pleasure when they have various brand experiences including those mentioned above. Third, the pleasure gained through consumers' brand experiences has a positive effect on their behavioral intentions, including their intentions to use the platform and purchase the virtual product in the metaverse. This study is academically meaningful in strengthening brand experience-related research and expanding into the metaverse context through empirically verifying the influence of consumers' brand experiences on pleasure in the metaverse. Also, related fashion companies will be able to use the results of this study to strategically create consumers' sensory, affective, behavioral, and intellectual experiences to elicit pleasant emotions from consumers in the virtual space of the metaverse.

• Journal of Korea Society of Digital Industry and Information Management
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• v.20 no.1
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• pp.133-147
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• 2024

In this study, we examine the components and characteristics of channel brands, the renewal process of channel brands, and the competitiveness of SBS Subusu News and MBC 14F, online channels of Korea's leading terrestrial broadcasting company. We conducted in-depth interviews with staffs YouTube news channels such as Subusu News and 14F. First, examining the brand components and characteristics of SBS's Subusu News and MBC's 14F vertical channel, Subs News maintained its direction through the renewal of the logo type, graphic characterization, emoticon production, and campaign design production. 14F focused on brand renewal of the logo type and modification of thumbnail design to reveal the identity of the channel brand. Subusu News and 14F have achieved success through a spin-off approach that considers content relevance, expanding their brand extension. As a result of analyzing the competitiveness of the channel brand, Subusu News maintained its identity as a combination of B-class sensibility and journalism, while 14F positioned itself as a channel that delivers useful information content.

• The Research Journal of the Costume Culture
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• v.28 no.1
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• pp.76-95
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• 2020

Consumers want to express their original unique personality, and even are willing to endure high expenses in order to do this. One noticeable strategy in the market, used by companies to suit for this consumer sentiment, is that of employing limited edition marketing and limited free gifts. This study investigated the effects of limited free gifts on consumer response. Specifically, the present study examined how the need for uniqueness moderated the effects of limited free gifts on brand commitment and attitudes. The online survey method was used to gather the data and a total of 224 data were used to analyze data. The results of the research were as follows. The findings revealed four dimensions of limited free gifts: scarcity/specialty, not for sale, complementarity, and risk. Complementarity positively affected brand commitment, while all four dimensions of limited free gifts positively influenced brand attitude. In addition, the need for uniqueness was proven to be the strongest variable which positively influenced brand commitment and attitudes. Also, when the need for uniqueness was applied as a moderating variable, depending on the levels of the need for uniqueness, the effects of riskiness on the consumer's response were shown to be different. The findings of this study infer various academic and practical applications.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.3
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• pp.225-240
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• 2015

This study aims to identify the factorial constructs of the relational benefits perceived by consumers of outdoor wear brands and their impacts on the consumers' trust in and satisfaction with outdoor wear brands. An online survey was conducted with females and males between the ages of 20 and 50 who have experienced buying outdoor wear brands. A total of 420 responses were analyzed by factor analysis, a reliability test, and multiple regression analysis. The results of this study were as follows: first, the results of factor analysis and the reliability test on the relational benefits perceived by outdoor wear brand purchasers clearly showed conceptual constructs that included informational benefits, social benefits, and psychological benefits. The sub-dimension of perceived relational benefits had significant effects on brand trust and satisfaction. Specifically, respondents revealed that they had higher brand trust if they felt psychologically comfortable, were offered useful information by outdoor wear brands, and had a favorable relationship with salespeople when they bought outdoor wear merchandise. Secondly, influences of perceived relational benefits on brand trust and satisfaction were not shown to differ depending on the congruity between outdoor wear brands and the purchaser's self-image. On the other hand, factors of perceived relational benefits revealed to differently have effects on brand trust and satisfaction depending on respondents' gender and age. Practical implications to understand outdoor wear target customers' relational benefits, self-image congruity and demographic characteristics and to enhance trust and satisfaction with outdoor wear brands are proposed.