• Archives of design research
• /
• v.19 no.4 s.66
• /
• pp.187-204
• /
• 2006

The brand personality of online products and services is know as its e-brand personality. Although, in the competitive conditions of online markets, e-brand personality is agreed to be an important factor, few studies have suggested how to establish e-brand personality through the visual design of web sites. This study identifies and verifies causal relationships between the visual attributes of web pages and e-brand personalities. The first identifies four major dimensions of e-brand personality on diverse web sites. The second uses 52 experimental home pages to identify key visual attributes associated with those four personality dimensions. The third is a confirmatory study with 16 experimental web sites that verifies causal relationships between visual attributes and e-brand personalities. The results show that two visual attributes, 'simplicity' and 'cohesion,' help to establish a 'bold' personality. Three attributes, 'contrast,' 'density,' and 'regularity,' affect whether a site has an 'analytical' personality. 'Contrast,' 'cohesion,' 'density,' and 'regularity' all influence whether a web site is perceived to have a 'friendly' personality. 'Regularity' and 'balance' were expected to affect the 'sophisticated' personality dimension, but no such impact was observed. The paper concludes with a discussion of implications, limitations, and future research directions.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.6 no.2
• /
• pp.77-87
• /
• 2004

The purpose of this study was to analize the types of symbol concretely, one of a constituent elements of brand, using in Apparel Brands and to examine the meaning of symbol in the internet site of each brand and to evaluate the symbols in the aesthetic dimension and to suggest a basic data of the branding strategy for marketers. For this purpose, 41 Apparel Brands were selected from fashion magazine and the types of symbol used in the Apparel Brands were classified into three types. According to the formative characters of symbol, there were word symbol, descriptive symbol and abstractive symbol. The results of the study were following: the order was the descriptive symbol, word symbol, and abstractive symbol. The percentages of using symbols were descriptive symbol(61%), word symbol(29%), and abstractive symbol(l0%). The Apparel Brands used the most frequently the descriptive symbol that represents or symbolizes a concrete object to represent the image of brand. The abstractive symbol that use a graphic style or geometrical form to deliver the character of brand was used lowest. From this results, we could find that the descriptive symbol was used to deliver/notify the character or image of company's own brand easy and quickly to consumers in symbolic meaning making use of a concrete object such as a animal, plant, specific object or fictitious person, etc than word or abstractive symbol.

• Journal of Fashion Business
• /
• v.12 no.1
• /
• pp.1-15
• /
• 2008

This study aims to consolidate the qualitative growth of knit design thru the creation of high value-added brand and design, in the state of active trend for competitive promotion of professional knit brand, by collapsing the border line between the knitwear market and the woven one. In accordance with the market situation of increasing a demand of knitwear products, I wish to awaken the importance of knit design thru this study, to survey domestic knit brand products and their planning directions and to plan for the high value-added knitwear products, thru presenting the problems of knit industry and developing knitwear design. This study is focused on showing process of planning and items developed personally by me in charge of developing products practically at the job site of knit industry. From the stage of planning for goods, I suggested the 2007 s/s goods of M company as a strategy of distinctiveness caused by the problems with rival companies, and also proposed a method conducted by the actual business. Setting up M company's s/s concept of the year 2007, I suggested a plan of quantity, time of forwarding, color, fabrics, etc. as well as the process and schedule thru order, and based on the above result, I made a planning for 2007 s/s knitwear for middle-aged women.

• Korean Journal of Human Ecology
• /
• v.11 no.1
• /
• pp.69-78
• /
• 2002

The purpose of this study was to investigate the application of fashion-related web sites and their evaluation. 76 college students major in fashion design were surveyed and the evaluation criteria were classified into five categories such as the accuracy/reliability, the design of a picture, the ease of application, the communication/security, and additional services. The results of this study were as follows: 1. College students used web sites mostly to search for fashion trend information from magazine and fashion information sites. 2. While the media site was excellent in the evaluation criteria such as the accuracy/reliability, the design of a picture and the communication/security, the fashion information site was excellent in the evaluation criteria such as the accuracy/reliability, communication/ security and additional services. 3. The media site and the fashion information site generally ranked high and the fashion brand site ranked low in most evaluation items. 4. By the results of ANOVA, 12 items showed significant differences out of the total 19 items. 5. Out of the total evaluation items, the design of a picture ranked highest and the external link function ranked lowest.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.42 no.4
• /
• pp.89-99
• /
• 2014

This paper offers a landscape design proposal for the 2014 Dreampark Chrysanthemum Festival within the Sudokwon Landfill Site. This site is located at 58 Baeksukdong, Seo-gu, Incheon, and it has an area of approximately $560,000m^2$. Over 1.53million visitors came to this festival on the previous year. This design includes an overall masterplan and a series of planting plans along with a core selection of iconic topiaries. The goal of the design is to create a landscape that improves the value of the place image and local economy as well as celebrates the 2014 Incheon Asian Game. In order to achieve this goal, three design subjects were considered: promoting local pride as a part of Incheon, increasing the aesthetic value of the site based on the brand image, and sustainable placemaking. To promote local pride, the 2km long "Little Incheon" is designed over a wildflower field, which is inspired by Incheon Bridge to give a strong image of the locality. A variety of programs from local gardening participation were introduced to the east part of the site. The design also outlines the vision for the development of Dreampark - a people-oriented gathering place for the entire community with spaces that offer a variety of unstructured recreational and cultural experiences. To increase the aesthetic brand value of the festival, it introduced a variety of wildflower beds scattering through the whole site. It creates a strong brand image for the festival and memories that will encourage visitors to return. Various folktales of Asian countries are displayed by autumn flowers and groundcover plants at the centre of the site, which is the highlight of the festival site. For sustainable placemaking, the design preserves the existing trees and reed beds for wildlife to create natural layers of landscape. In addition, facilities and service centers are designed to be flexible and are centred on the needs of the people using them. Also a festival management scheme was planned in order to operate the site efficiently and economically.

• The Research Journal of the Costume Culture
• /
• v.23 no.1
• /
• pp.32-44
• /
• 2015

Increasing of Korean old women's rate is demographic characteristics attributed an aging society, silver generation would lead to silver fashion market with steady competitiveness and interest in fashion. So the study attempts to use foundation material for silver's fashion design by analyzing design characteristics and processing development of design representative women's top. Selecting brand for collecting photo using study represents a mid- and premium-priced with reference Brand Yearbook. After selecting brand on domestic and foreign I have collected picture from Internet shopping mall and web-site of fashion brand, from October 2013 to July 2014, but I selected 840 pictures based on front poses for easy decision. In order to search design characteristics according to sort of silver blouse design on domestic and foreign. I have examined shape, color, pattern, fabric sensation, inside composition line and decoration with reference standard of analysis in preceding research. Data analysis method was conducted on analysis of frequency and cross analysis using SPSS statistical package 21.0. The conclusion of design characteristic according to type of blouse design for silver, H-silhouette in shirt blouse seems to fit in body transformation and expose silhouette with correcting the body flaw. Using soft material in T-shirt blouse they are able to conceal a body defect and express beautiful silhouette. By using detail in pullover shirt blouse and tunic blouse for point of design, it express glamour and luxurious. Most of blouse are printed various pattern, it would looks more gorgeous using pattern.

• Korean Institute of Interior Design Journal
• /
• v.24 no.6
• /
• pp.171-182
• /
• 2015

With the increased quality of life, the meaning of houses is shifting from a functional space for the simple purpose of residing to a symbolic space representing life as personality. Starting with the advancement of IKEA into Korea last year, global brands are about to enter into Korea. As Korean brands are not certain about how to set their direction in the situation where global brands have rushed into the market, it was thought that a key to solve the problem could be found from the cases of the lifestyle stores of Japan, which is moving one step ahead of Korea. Considering the circumstances, the author limited the subjects of this study to the lifestyle stores that have already established their brand identity and have prominent expressional characteristics of interior design in Japan. Research and analysis were conducted through site inspection and books. As a study method, literature and previous research were reviewed to find the program characteristics of interactivity and participation, the spatial characteristics of accessibility and the expressional characteristics of symbolism, scene continuity and function complexity, as the basis for an analysis. The results of the analysis showed that Japanese lifestyle stores are appealing to consumers as the spaces with their own differentiated space composition and various programs, by establishing their unique concepts and explicit brand identity. It is expected that such expressional characteristics of interior design will be of help in defining the direction of interior design of Korean lifestyle stores in the future.

• Proceedings of the Korean Institute of Interior Design Conference
• /
• 2008.05a
• /
• pp.144-148
• /
• 2008

The purpose of this study is to get a grasp on the current trend of apartment facilities by analyzing the bathroom facilities of the brand apartments, which are currently being sold in the metropolitan area. Twenty eight apartment complexes from top seven brand apartment, ranked by its construction ability in 2007, were selected as the subject of the study. Research was conducted by studying bathroom facilities of each complexes through e-catalogues in their web-site. The results of the analysis are as follows. Functional improvements as well as digital equipments were added to the basic facilities. Also in order to upgrade the quality of bathrooms, various and high-quality facilities and finishing materials were used as well as glass partitions for separation of dry and wet area, sunlight windows and so on. The conclusion reached to the fact that those various bathroom facilities need to be considered in the aspect of providing high quality living environment, not just supplying various bathroom to the future customer.

• Journal of Fashion Business
• /
• v.13 no.2
• /
• pp.87-99
• /
• 2009

The purpose of this study is to analyse the successful modernization strategy, and the difference between original Burberry and Burberry Prosum design. This will help in providing the fundamental information to Korean luxury fashion brands. Burberry, in particular, is rated as the most popular luxury brand in Korean fashion market. This brand has also rated 5th in sale worldwide and 1st in Korea in 2002, and was continuously been rated in 10th for the last 5 years. Related articles, fashion magazines, fashion web-site were used in this analysis, and the method was theoretical and case study. The results are divided into two categories of internal and external factors and two design patterns of check pattern and trench coat were observed. First of all, internal factor in Burberry is that they have scouted a new CEO and quickly changed their image with famous British models for the purpose of marketing strategies. They have also moved their main shop in London to Bond street, and opened shops in every country's capital cities. They were successful in achieving this by using celebrity marketing strategies with many famous celebrities. Secondly, external factor was that they have hired a designer named Christoper Bailey and this highlighted and enhanced the check pattern and trench coat. As a results, more generalized and diverse design items were presented and accessory line was enhanced, creating a much more younger image. This in turn attracted more younger customers. To sum up, original Burberry focused on classic designs, however Burberry Prosum focused on transforming traditional Burberry design into avant-garde and young. In other words, the reason for the success of this brand is highly dependent on its marketing strategies in which its uniqueness of schizophrenic cloche has appropriately represented and used in design.

• Journal of Korea Trade
• /
• v.25 no.2
• /
• pp.22-45
• /
• 2021

Purpose - This study aims to identify new attributes by analyzing reviews conducted by global automaker customers and to examine the influence of these attributes on satisfaction ratings in the U.S. automobile sales market. The present study used J.D. Power for customer responses, which is the largest online review site in the USA. Design/methodology - Automobile customer reviews are valid data available to analyze the brand personality of the automaker. This study collected 2,998 survey responses from automobile companies in the U.S. automobile sales market. Keyword analysis, topic modeling, and the multiple regression analysis were used to analyze the data. Findings - Using topic modeling, the author analyzed 2,998 responses of the U.S. automobile brands. As a result, Topic 1 (Competence), Topic 5 (Sincerity), and Topic 6 (Prestige) attributes had positive effects, and Topic 2 (Sophistication) had a negative effect on overall customer responses. Topic 4 (Conspicuousness) did not have any statistical effect on this research. Topic 1, Topic 5, and Topic 6 factors also show the importance of buying factors. This present study has contributed to identifying a new attribute, personality. These findings will help global automakers better understand the impacts of Topic 1, Topic 5, and Topic 6 on purchasing a car. Originality/value - Contrary to a traditional approach to brand analysis using questionnaire survey methods, this study analyzed customer reviews using text mining. This study is timely research since a big data analysis is employed in order to identify direct responses to customers in the future.