• 복식문화연구
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• 제27권5호
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• pp.449-460
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• 2019

Today, the fashion business environment of the 4.0 generation is changing based on fashion technology combined with advanced digital technologies such as AI (Artificial Intelligence), big data and IoT (Internet of Things). "Digital Transformation" means a fundamental change and innovation in a digital paradigm including corporate strategy, organization, communication, and business model, based on the utilization of digital technology. Thus, this study examines digital transformation strategies through the fashion brand Burberry. The study contents are as follows. First, it examines the theoretical concept of digital transformation and its utilization status. Second, it analyzes the characteristics of Burberry's digital transformation based on its strategies. For the research methodology, a literature review was performed on books and papers, aligning with case studies through websites, social media, and news articles. The result showed that first, Burberry has reset their main target to Millennials who actively use mobile and social media, and continues to communicate with them by utilizing digital strategy in the entire management. Second, Burberry is quickly delivering consistent brand identity to consumers by internally creating and providing social media-friendly content. Third, they have started real-time product sales and services by using IT to enhance access to brands and to lead consumers towards more active participation. In this study, Burberry's case shows that digital transformation can contribute to increased brand value and sales, keeping up with the changes in the digital paradigm. Therefore, the study suggests that digital transformation will serve as an important business strategy for fashion brands in the future.

• 한국조리학회지
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• 제12권3호
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• pp.219-236
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• 2006

The purpose of this study is to examine the elements that satisfy customers in order for restaurants to survive in competition, and to examine effective positioning strategies. Since the designation of Haeundae in Busan as a Special Tourism Zone, diverse food service markets have been established and various marketing activities are anticipated accordingly. The results of this study can be summarized as follows: First, after the examination of the competitive relationships among restaurants, based on the image similarity data, it was found that Bennigan's, Outback Steakhouse, and T.G.I. Friday's are in close proximity with one another. Hence the fierce competition between them. Secondly, as a result of PC-MDS PROFIT analysis, a positioning map was drawn with image similarity measurement of the restaurants and scores 9 evaluation categories for each brand name as follows: food taste, food price, service, access convenience, hygienic condition and cleaning, atmosphere, various events, circumferential environment, and public image. Thirdly, as a result of MDPREFMAP analysis based on the customer preference, data from the restaurant brand names, an ideal location of a restaurant preferred by customers and the position of restaurant brand names were indicated at the same time.

• Asia Marketing Journal
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• 제7권3호
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• pp.161-176
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• 2005

1988년 이래 국내 남성복 시장에서 자사 브랜드인 파크랜드를 통해 내수 사업을 전개해온 (주)파크랜드는 기업 특유의 경영혁신적 사고에 의거하여 생산혁신, 유통혁신, 관리혁신을 구현하고 차별적인 마케팅전략을 추진함으로써 국내 신사복 시장의 대표 브랜드로서의 괄목할만한 경영성과를 이룰 수 있었다. 본 사례는 파크랜드의 성공적인 포지셔닝을 위해 기울인 통합적이고 체계적인 노력에 대해 생산혁신, 유통혁신, 관리혁신 등 전사적 경영혁신을 중심으로 소개하고, 이에 따른 차별적인 마케팅전략을 경영성과와 함께 살펴본 후, 파크랜드의 장기적 발전을 위한 전략적 과제를 제시하고 있다.

• 한국콘텐츠학회논문지
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• 제16권4호
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• pp.503-515
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• 2016

브랜드 스토리텔링을 보여주는 다양한 광고를 포괄한 개념이 브랜디드 콘텐츠다. 새로 생겨난 모바일 음식 배달 어플리케이션 시장에서 업체들은 브랜디드 콘텐츠를 적극적으로 사용하여 도입기에는 낯선 서비스를 친숙하게 만들고, 정교화기에는 경쟁 업체에 비해 독특한 브랜드 이미지를 구축하려 하는 양상을 보였다. 본 연구는 '배달통', '배달의 민족', '요기요' 등 가장 대표적인 세 업체의 브랜디드 콘텐츠를 대상으로, 시기별로 달라진 브랜드 스토리텔링의 유형을 나누고 구조를 분석하여 그 전략을 드러내고자 하였다. 서사를 표현하는 양식에 따라 각기 다른 정서적 효과를 거두게 됨에도 불구하고 아직까지 브랜드 스토리텔링의 유형 및 구조를 고찰한 연구는 별로 없다. 본문에서는 노드롭 프라이의 서사 유형론을 빌려와, 브랜드가 하는 역할을 가지고 그 유형을 로맨스, 희극, 비극, 아이러니와 풍자로 나누었다. 그리고 이를 세 업체의 브랜디드 콘텐츠에 적용하여 그 유형을 분석하고 시기별로 달라진 전략까지 살펴보았다. 고전적인 로맨스 서사 유형을 넘어 다양한 서사적 유형은 시장 진입 시기를 극복하고 브랜드 포지셔닝을 하는데 효과를 거두고 있다. 본 연구가 앞으로 브랜디드 콘텐츠의 서사 전략을 연구하는데 도움이 되기를 기대한다.

• 복식
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• 제62권1호
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• pp.137-151
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• 2012

The purpose of this study was to examine how recently fashion brands tried to design Facebook contents for their promotion strategies, and how to encourage customer's empathy and participation for communication content. For this study, 17 domestic and foreign fashion brand facebook contents were analyzed. The results of the study were as follows. First, fashion brands provided product information through various methods such as the Facebook fan styling pictures contest which attracted voluntary participation from fans, an emotional product introduction video with effective storytelling techniques, and pictures and videos of a new season collection that were always viewable and able to be evaluated. Secondly, Facebook contents of brand promotion that contributed to the brand image and loyalty formation were identified. Fashion brands encouraged their fans to be involved in socially-oriented marketing and brand community. Moreover, telling the story of the brand history and brand management enhanced brand involvement of fans. Finally, fashion brands communicated actively with their fans providing information that aroused their interest. They gave tips on how to improve the quality of life, provided useful applications that offered various benefits in everyday life. Based on this result, implications of Facebook contents management as a promotion strategy were further discussed.

• 한국의류산업학회지
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• 제24권2호
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• pp.173-182
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• 2022

As consumption pattern and fashion communication become digitalized, fashion houses are being inherited by creative directors owing to their expanding role. While the roles and responsibilities of creative directors have been changing extensively along with the dynamic nature of the fashion industry, researches on creative directions have mostly focused on luxury brands. This study examined the creative direction of John Galliano for Maison Margiela, a conceptual brand to be maintained by a creative director. To analyze this, the authors established a creative direction analysis model constituting five elements: brand heritage, trend, democratization, brand status, and persona, drawing on the luxury brand architecture by Kapferer and Bastien. Thus, Galliano has maintained anonymity as a heritage of Maison Margiela, expanding the existing Replica lines, and introduced fashion shows focusing on current issues or social phenomena. As a democratization strategy, he directed the brand to associate with more popular brands or expanded diffusion lines to secure broader customer base, while demonstrating couturier-like showmanship in the media and establishing his own persona. His direction for Maison Margiela recreates and expands brand heritage by transforming the brand philosophy. Therefore the new creative direction communicates with the wider public and diversifies customer bases through democratization strategies, while building Galliano's own persona.

• 한국가구학회지
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• 제14권1호
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• pp.47-58
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• 2003

Italian furniture companies play a leading role in the world furniture market and are acknowledged as good design trend leader. Their craftsmanship which has been handed down from the past is thoroughly applied to the process of design and production. Two well-known furniture companies in Italy, 'B&B Italia' and 'Kartell', are chosen as a case study model to grasp the key of their success. In general and objective material collecting and researching, this study aims at understanding the method of the advanced corporations' design development, marketing strategy and brand identity This study is expected to use as a research material for Korean furniture industry to escape from the serious depression after IMF shock.

• 한국프랜차이즈경영연구
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• 제11권2호
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• pp.17-22
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• 2020

Purpose: As consumers have difficulty in brand choice due to excessive information, using brand popularity as an advertising cue (e.g., Sales No. 1, Hit Product) has been getting more attention as an effective curation strategy for decreasing consumers' cognitive efforts. Accordingly, recent studies empirically demonstrate that consumers tend to prefer and choose a brand with a popularity cue and offer a useful information regarding how to use a popularity cue in marketing communication. However, extant research has mainly focused on investigating the impact of "brand popularity in a domestic market" on consumer behaviors. Thus, little is known about the effect of "brand popularity in a foreign market" on local consumers' decision-making process. Given that domestic consumers tend to purchase imported products from overseas countries, it can be meaningful information for global companies. Therefore, this research derives and tests the five hypotheses to examine how local consumers respond to brand popularity in a foreign market as an advertising cue. Specifically, it tests the three hypotheses regarding the direct and indirect effects of brand popularity in a foreign market on risk perception and purchase intention. Then, it tests two additional hypotheses about moderating effects of psychic distance on the relationship between brand popularity and risk perception as well as on the relationship between brand popularity and purchase intention. Seventy participants are exposed to an advertisement for an Indian cosmetic brand using a popularity cue in Indian market and answer the questions about brand evaluation. For data analysis, regression analysis is employed. The findings of this research show that perceived brand popularity lowers local consumers' perceived risk with a foreign brand. However, perceived brand popularity does not have a direct impact on purchase intention while it has an indirect effect through perceived risk. Meanwhile, psychic distance moderates the effect of perceived brand popularity on perceived risk level, but it has no impact on the relationship between brand popularity and purchase intention. This research is one of the first studies that demonstrate the positive impact of brand popularity in a foreign market on a local consumer's purchase decision, and it shows the effect can be moderated by psychic distance.

• 한국실내디자인학회논문집
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• 제20권2호
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• pp.72-84
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• 2011

In accordance with an active development, we now enjoy web 2.0 generation centering bilateral participation through the web 1.0 environment mainly providing the offering information and take a step web 3.0 understanding information by itself. The same time of digital technic development, consumption market arrived at market3.0 generation, also passed by market 1.0 and went via market 2.0 based on bilateral participation and understanding. This change have the marketing implement index changed as well. Nowadays, 7C is generalized of making up sensibility, emotion, communication, relationship, customization and interactive built as a major strategy from the day of 3p focused on customer environment, service process and 4P focused on physical quality of product. It isn't that brand and merchandise create life and experience like as past. It is focused on embodiment of a way of life, culture and creative experience from consumers' own. This treatise, therefore, fixes the object as flagship store positively reflecting the change and examine the change of a marketing code element and social factor stimulating customer behavior change. As a condition of this study, It fixes Maslow Motivation Theory as the main index of customer behavior, and 7C as the marketing code. This treatise ultimately studies the index of flagship store discussion based on domestic outdoor brand cases.

• 디자인학연구
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• 제19권5호
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• pp.335-350
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• 2006

산업기술의 발달, 소비자의 행동변화, 업계경쟁 심화 등으로 인해 강력한 브랜드를 구축하는 일이 점점 더 힘들어지고 있다. 더욱이 브랜드는 고정 불변된 자산이 아니라 살아있는 생명체와 같아서 브랜드 수명주기에 따라 노화되기 마련이다. 따라서 끊임없이 소비자와의 관계를 통해서 자기 존재를 확인 시킬 수 있는 자기변화와 변혁이 필요하다. 즉, 시간의 흐름과 함께 또는 시장상황의 변화로 인해 진부해진 브랜드를 다시금 소비자의 인식선상으로 되돌리기 위하여 재활성화 작업이 필요하다. 본 연구에서는 단기적 과제로써 디자인 리뉴얼에 대한 효과를 측정하는 것에서 벗어나, 브랜드 수명주기에 따른 장기적 의미의 브랜드 관리에 초점을 맞추고 성공적인 브랜드 재활성화의 사례 분석과 연구 분석 대상 선정을 통한 소비자 의식도 분석결과를 종합하여 효과적인 재활성화의 시기와 방안에 관하여 규명하고자 하였다. 본 연구결과를 통하여 예측 가능한 환경의 변화에 미리 대응하기 위하여 단행하는 시기적절한 브랜드 재활성화는 브랜드 에쿼티의 하락을 미연에 방지하고 브랜드의 수명을 연장할 수 있는 중요한 방법으로 파악되었다. 또한 브랜드 재활성화는 단기적 매출 상승을 위한 전술의 개념보다는 장기적인 브랜드 관리전략으로써 BLC곡선이 하락하는 시점에서 지속적으로 실행되어야하며, 단기간에 졸속으로 이루어져 겉포장만 바꾸는 식의 외형적 측면의 디자인 리뉴얼에만 연연해서는 안 된다는 것을 확인할 수 있었다.