• Journal of Communication Design
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• v.64
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• pp.64-75
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• 2018

Luxury fashion brands, which have dominated the market of high-priced apparel, bags and shoes, are recently showing changes of stepping into the cosmetics market. The purpose of this study is to examine how luxury fashion brand identity is transferred to cosmetic brand while expanding into luxury cosmetic brand, and to analyze the plastic signs of cosmetic package design and to analyze visual identity through a semi-symbolic system. Therefore, in this study, we tried to analyze the visual semiotic analysis of the package design such as the cushion compact, the lip tint and the brand logo which appeared in the popular product line of the fashion luxury brand such as Yves Saint Laurent and Armani. As a result of the analysis, this study has identified the semantic qualities expressed by each plastic element through the visual semiotic analysis process of the cosmetic package of Yves Saint Laurent and Giorgio Armani. These traits were found to be used as visual signs to reveal the 'Classicism' identity pursued by Yves Saint Laurent and the 'Baroque' identity pursued by Armani. Based on the results of this study, this study finds that the brand identity as a fashion brand is not transferring to the visual identity of cosmetic brands in the case of Yves Saint Laurent. On the other hand, this study found that Armani uses visual communication strategies to effectively transfer the brand identity as a fashion brand to the visual identity of cosmetic brands. On these two different results, it is necessary to examine whether luxury fashion brands and also Korean fashion brands are expanding into the cosmetics market and how they can better grasp the existing brand identity and apply it to the communication strategies of cosmetics brands.

• Journal of Fashion Business
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• v.17 no.6
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• pp.125-140
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• 2013

The aim of this study was to analyze e-commerce sites of luxury fashion brands in order to provide insights on how to enhance online site quality. For the research, forty-eight components of thirty-one luxury fashion brands' e-commerce sites were investigated during October 2013. For the analysis of clustering e-commerce site components and segmenting e-commerce sites of luxury brands, a hierarchical cluster analysis was applied through using the Ward's method and squared Euclidian distance for binary data. Further, Fisher's exact test was applied in order to distinguish three groups of characteristics in the luxury e-commerce sites. These analyses were carried out by SPSS 21. The result indicated that the components of e-commerce sites were grouped into three categories: basic elements, additional elements and elements of building brand identity. These components were categorized by whether their functions were basic and essential or additional and advanced. The other norm of categorization was related to brand identity. Furthermore, the luxury brands' e-commerce sites were segmented into three groups: a group of endeavoring to promote goods, a group of undistinguished performance, and a group of endeavoring to intensify brand identity. In this segmentation, brand identity or promotional aspects were decisive. Overall, luxury brands were trying to convey their traditional strength through their e-commerce sites. In order to achieve this purpose, brand identity or promotional aspects played an important role.

• Korean Journal of Human Ecology
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• v.19 no.6
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• pp.1071-1082
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• 2010

This study examined the effects of underwear brand identity color on brand equity. A self-administered questionnaire mainly consisted of BI color, brand image, and brand equity for underwear. Five underwear brands (Calvin Klein, Yes, Solb, Venus, and Body Guard) were selected based on the frequency they were purchased in pilot study. To collect data, respondents were asked to choose a brand which they were most familiar with, and to assess BI color, brand image, and brand equity including cognitive value, emotional value and purchase intention. A total of 228 usable questionnaires were obtained from consumers aged 19 to 46. BI colors were classified into four color groups: Achromatic (white, black, gray), Vivid (red, blue, yellow), Pink, and Beige. Additionally, underwear brand images consisted of four factors: Sophisticated, Classic, Casual, and Elegant images. Findings showed significant differences in the four factors of brand image and cognitive brand value between the BI color groups. Also, the factor of cognitive value was higher for achromatic or beige brand color groups, than for vivid or pink color groups. Also, brand image factors had positive effects on cognitive or emotional brand value. Especially, the factor of emotional value was more likely to increase purchase intentions than cognitive value in the BI color groups. The implications for managerial decision marking in fashion marketing strategy were also discussed.

• The monthly packaging world
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• s.279
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• pp.104-110
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• 2016

본 연구는 한국상품문화학회 논문집에 게재된 내용으로 홍삼인삼 제품을 생산하는 지역단위 영세 중소기업의 브랜드 아이덴티티(brand identity)를 위하여 우리나라 고유의 문화 이미지를 대표하는 한글을 이용한 캘리그래피를 개발하는데 그 목적이 있다. 이를 통해 홍삼인삼 제품이 국가 브랜드를 주도할 수 있도록 하는데 기여하고 한글의 국제화는 물론, 기업들이 소비자에게 가까이 다가갈 수 있는 브랜드 디자인(brand design)을 개발하고, 개발된 브랜드 아이덴티티(brand identity)를 활용하여 소비자로부터 지속적인 관심과 선택을 받을 수 있도록 도움을 주는데 그 의의가 있다. 본 고에서는 홍삼인삼패키지 브랜드별 패키지디자인 사례를 중심으로 논문의 일부 내용을 살펴보도록 한다.

• Knowledge Management Research
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• v.9 no.4
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• pp.77-89
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• 2008

Vietnam is very attractive market to Korean firm. Because of changing consumer needs, competitive actions, or any other changes in Vietnam marketing environment over time, managers may need to reposition their brands through new marketing communication campaigns. For repositioning, core identity can be an important strategic objective for market managers. Using data from Vietnam, this research aims to determine core identity and to make repositioning plan with it and find considerable results.

• Journal of the Korean Society of Costume
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• v.65 no.5
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• pp.88-102
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• 2015

The purpose of this study is to investigate the examples of using illustration as a strategic factor of composing brand cultures and as a factor for brand identity design. Through analyzing the external characteristics and the internal characteristics of illustration, this study will give suggestions on ways to apply the examples to real design. Illustration in external characteristics is investigated as a case of applying it directly to fashion design and to fashion marketing. Most of the fashion items were printed or weaved and most of the bags, shoes, and accessories were printed on the cover, attached as a patch, and expressed three-dimensionally. Illustration in internal characteristics is investigated as fixing and expansion of brand image, improving artistic and emotional value of brand, vitalization of masstige items, and cultural support and expression of social responsibility. The three themes used to develop the illustrations of "Hello ZIBI", which was used in this study, were "Graphic", "Forest" and "Flower", and these were based on modified brand symbol. Casual brands grafted fashion item designs onto T-shirts, bags, hats, and scarves. Marketing items were designed as shopping bags that could reflect brand image, as well as other items, such as key holders, mug cups, and tumblers, with designs that targeted specific age groups.

• The Journal of the Korea Contents Association
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• v.17 no.8
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• pp.551-559
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• 2017

This study was to find out recognition of customers on association between necessity of Hospital Brand Identity and service value, to suggest efficiency contents of public relations(PR) for give shape to positive emotion or emotional empathy about hospital. The result of study, necessity of Brand Identity in hospital PR contents was recognized to order facility environment specialized sector of medical service scale of hospital reputation of doctor, recognized to higher necessity of Hospital Brand Identity in case lower to use of practical hospital. In association between necessity of Brand Identity and service value of Hospital Brand Identity was confirmed to be higher recognize service value if more higher recognize necessity about scale and reputation of doctor. Accordingly, to suggest PR contents for give shape to positive and emotional empathy in relation of customers, small and medium hospitals will important finding process a specific character in each other hospitals, the value will be consider for efficiency marketing to reflect opinions of customers.

• Proceedings of the Korea Society of Design Studies Conference
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• 2002.11b
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• pp.62-63
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• 2002

• The monthly packaging world
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• s.95
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• pp.180-199
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• 2001

• Journal of Fashion Business
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• v.25 no.4
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• pp.61-78
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• 2021

Gianni Versace is one of the most influential Italian designers between the 1980s and 1990s and a representative person to add sexiness and splendour to Italian fashion. This study aimed to analyze the design identity that resulted in the successful handover to Donatella Versace and to review how effectively differentiated and unique heritage elements of Versace were transferred and operated. Literature reviews were performed to find Gianni Versace's design identity and archive. The scope of this study was Donatella's collection from 2018 to 2020. In particular, Signature, the most remarkable design identity of luxury brands with a visual identity that includes the mark, logo and symbol and design elements such as the item, colour, materials, details, etc., were the special focus. In this study, the elements of the visual identity of the signature were classified with the logo, icon, silhouette, materials, patterns, colours, and changes in details that were applied with the uniqueness and philosophy of the differentiated brand. Donatella Versace empathized with Versace's heritage as the brand heritage recalling Versace's honour in the 1990s and reproduced his honour again by reinterpretation of Versace's design images. Donatella is considered an excellent creative director who leads the brand by keeping the heritage and applying the trends of the times. This study as a case study of Versace has the meaning that Versace has maintained the brand identity starting from Gianni Versace as the first generation and successful takeover after the change of directors upon recreation to meet the modern times.