• The Research Journal of the Costume Culture
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• v.27 no.4
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• pp.368-383
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• 2019

Despite the declining birth rate and consequent lower children population in Korea in recent years, there has nevertheless been found to be a positive trend in relation to the purchase of toddler and children's wear. This has led toddler and children's wear to pursue sales and marketing strategies. There is especially a growing number of experiential marketing that provide an empirical element, which stimulate con- sumers' emotions, and also create a relationship with a brand. Therefore, this research aims to serve as practical data for the planning and implementation of experiential marketing strategies through the analysis of experiential marketing cases conducted by brands of toddler and children's wear. The study examines the status of the Korean toddler and children's fashion market between 2009 and 2018. The domestic brands of toddler and children's wear were analyzed with the application of Bernd H. Schmitt's five experiential modules. The analysis results first showed that of the five modules, 'feel' held the highest proportion, followed by 'think' and 'act', and lastly 'sense' and 'relate'. Second, the experiential marketing stimulated more than three of the five senses. Third, experiential marketing that provided educational experiences to children was conducted. Fourth, an experience was provided for parents and children to enjoy together. Finally, product promotion and purchase were naturally linked. The study's results have confirmed that toddler and children's wear brands implement experiential marketing strategies, which convey the emotional and cultural experiences shared by parents and children in various ways.

• The Research Journal of the Costume Culture
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• v.30 no.2
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• pp.189-207
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• 2022

Fashion companies and brands' marketing activities focus on resolving environmental problems; however, these companies' efforts, there are some examples of so-called "greenwashing". This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants' perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers' perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers' perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand's green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.

• The Research Journal of the Costume Culture
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• v.31 no.3
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• pp.394-410
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• 2023

This study aims to understand the influence of authentic marketing on the formation of trust between brands and customers and consumers' purchase intentions and to analyze the role that brand trust has in this process. In doing so, it examines the specific aspects of authentic marketing that increase brand trust and contribute to the formation of purchase intentions, which could then be leveraged as key elements of a company's marketing strategy. Data in this study was used frequency analysis and factor analysis through SPSS 26.0, and reliability analysis using Cronbach's alpha coefficient. Subsequently, confirmatory factor analysis, path model analysis, and mediated effect analysis were performed using AMOS. Finding indicate that, identity and truth in authentic marketing had a positive effect on brand trust but heritage and reality did not affect brand trust. It was also found that the factors of identity, heritage, reality, and trust did not significantly affect purchase intention. Additionally, brand trust was found to have a positive effect on purchase intention. Finally, the analysis indicates that brand trust plays a mediating role in the process of forming purchase intention through the factors of identity and truth in authentic marketing. Therefore, the core of authentic marketing is the sincere relationship between companies and consumers obtained from the clarity and integrity of messages, and in this process, mutual trust is built, which leads to product purchases. It can be surmised that the purpose of authentic marketing is to build relationships with consumers based on brand trust.

• Industry Promotion Research
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• v.5 no.3
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• pp.81-88
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• 2020

This study aims to emphasize the importance of organizational culture through case studies on the activation of Atomy corporate culture, which is a key factor in corporate sustain-ability. A company is a purely Korean network marketing company that is advantageous to consumers, and further enhances the sustainable growth system by realizing the value of A company that realizes customer's success beyond customers' with better quality and more reasonable prices. In particular, A company has the following three characteristics of organizational culture to realize its founding philosophy, motto, management goals and management policy. First, it is a culture of Observing Principles. Second, it is a culture of glowing together. Third, it is a sharing culture. In addition, A company established and practiced, a unique thinking and organizational culture characteristic of work, to realize growth and development of a top-notch company beyond a global Korean network marketing company. On the other hand, A company is realizing the re-establishment and implementation of the human resource management system that strategically reflects the value of industry according to the changes and characteristics of the times. In other words, the most important factor for revitalizing the organizational culture is the aspect of changes in the personnel system. We are further improving our sustain-ability management system through system innovation to provide continuous value to our partners, members, and consumers along with a strategic HR system differentiated from existing network marketing companies.

• The Research Journal of the Costume Culture
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• v.15 no.5
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• pp.875-887
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• 2007

The purpose of this study is to provide the fashion industry in Korea with materials that could enhance its international competitiveness by suggesting marketing strategies for fast fashion brands after taking product, price, place, and promotion into consideration. The product strategy should focus on developing products that accurately reflect the general market trend and consumer demand, selecting optimal materials, and pursuing internal production. This, coupled with strategic cooperation with designers, will ensure reliable quality and enhance the brand image. The pricing strategy should place greater emphasis on reducing production costs. Diverse task outsourcing and design competition, for instance, can lower the cost of design development. The place strategy should be set according to the operation of a systematic and efficient distribution system based on SPA, an automatic delivery system, sales or return system, speed control system, and a value chain that consists of horizontal business alliances. The promotion strategy should be run under the central control of the headquarters using various unique VMDs. Furthermore, online marketing campaigns, spectacular fashion shows, design competitions, catalogue marketing campaigns, and other new sales promotion schemes could all be introduced.

• International Journal of Advanced Culture Technology
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• v.5 no.2
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• pp.82-89
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• 2017

The range of problems that can be handled by the activation of big data and the development of hardware has been rapidly expanded and machine learning such as deep learning has become a very versatile technology. In this paper, mnist data set is used as experimental data, and the Cross Entropy function is used as a loss model for evaluating the efficiency of machine learning, and the value of the loss function in the steepest descent method is We applied the GradientDescentOptimize algorithm to minimize and updated weight and bias via backpropagation. In this way we analyze optimal reliability value corresponding to the number of exercises and optimal reliability value without overfitting. And comparing the overfitting time according to the number of data changes based on the number of training times, when the training frequency was 1110 times, we obtained the result of 92%, which is the optimal reliability value without overfitting.

• The Research Journal of the Costume Culture
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• v.15 no.3 s.68
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• pp.483-495
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• 2007

The purpose of this study is to examine the current situation of IMC strategies of Korean fashion brands which enter into Chinese market and to propose the efficient IMC strategies. Twenty Korean fashion brands which enter into Chinese market were selected and in-depth interviews with the managers were conducted. First, advertising is focused on magazines, and outdoor advertising, advertising in departments' magazines, distributing catalogs, and star marketing are performed in some cases. Brands often execute sales promotion activities such as price deduction, offering coupons, and presenting gifts. PR activities like events and sponsorship marketing which targets uncertain public or loyal customers are performed. PPL is conducted passively though it can be very effective. CRM is not operated systematically and customer management is conducted through tele-marketing and direct mail by shop managers. Web sites of brands have insufficient contents and are operated ineffectively. VMD follows brand's basic policy, but in cases of agents whose copyrights are transferred or branches which are place in areas where managing them is hard, shop managers operate their stores by themselves. Finally, because of socialistic consciousness, the perception about service of sales people is lacked.

• The Research Journal of the Costume Culture
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• v.26 no.6
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• pp.966-981
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• 2018

Consumers' desire for beauty has become a driving force in the beauty service industry which was further developed through specialization and segmentation. Nail-care service, which is one of the beauty services, is showing rapid growth, and intense competition among salons has become apparent. Thus, service management method and marketing strategy are required for customer satisfaction. Therefore, in this study, we tried to classify the nail-care services on the basis of systematization and realization of its characteristics which are fundamental when developing management and marketing strategies. The subjects of this study were women in their 20s and above living in Seoul, Gyeonggi, and Incheon areas. As a result, the nail-care service factors are classified as "external environment" (interior, celebrity, newness), "internal environment" (equipment and products, cleanliness, and environment), "location" (location and transportation convenience), "reputation" (good reputation), "technician skill," "kindness," "relationship" (relationship, empathy, and affinity), and "price and discount." The consumer types of nail-care services were classified into three groups according to the degree of involvement of these concept systems. These results can be used as marketing basics and will be the basis for studying marketing strategies. However, the consideration of setting up a marketing strategy for each consumer type will be presented in a follow-up study.

• Journal of Distribution Science
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• v.11 no.11
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• pp.19-32
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• 2013

Purpose - This study examines the effects of art marketing management of the marketing mix in fashion, focusing on the cases of the leading global fashion brands in art marketing management. Research Design, Data, and Methodology - This study was implemented using the content analysis method. Criteria, including product differentiation, promotion strategies, store strategies, and social contributions, were based on previous research, brand promotional references, and critical reviews in newspapers or professional magazines for various cases of art marketing management by fashion brands. Results - To achieve product differentiation, art marketing management has borrowed images from artworks, and employed parodies and collaboration with artists; this has facilitated the pleasure derived from utilizing the artistic value of products. Promotion strategies were integrated with art performances, advertisements, and runway shows. Store strategies developed emotional feelings and a longing for brands among consumers. Reputational marketing of the social contributions made by corporations elevated the corporate brand image perceived by consumers. Conclusions - This study's findings revealed that consumers can derive emotional satisfaction through art marketing that seeks to profit effectively by stimulating consumers' emotions. From an economic perspective, a convergence of art and marketing plays an important role in profit-making and satisfying consumers' emotions.

• The Korean Journal of Franchise Management
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• v.10 no.1
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• pp.33-42
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• 2019

Purpose - Since the number of cafés operated by using cultural marketing in Jeju Special Self-Governing Province is increasing, this study emphasizes the necessity of cultural marketing, which is a different strategy of specialty coffee shops, focusing on Jeju Island. The purpose of this study is to investigate the effect of positive effects of service quality and brand image on customer satisfaction through cultural marketing. Research design, data, and methodology - It emphasizes the necessity of cultural marketing of specialty coffee shops, and how the positive effects of service quality and brand image brought through cultural promotion, culture support, cultural support, cultural enterprise influence customer satisfaction. The results of this study are as follows. In order to verify the research hypothesis of this study, Jeju residents who have experience using cultural marketing conducted in coffee shops in Jeju Island are targeted. The cafe in Jeju area, which runs from April 4 to April 14, 2018. A total of 110 copies of the questionnaire were distributed, and the final 100 copies were used as final empirical analysis data. Result - The results of the study are as follows. First, promotion and culture business activities have positive influence on brand image. Second, production and cultural business activities had positive effects. Third, brand image has a positive effect on customer satisfaction. Fourth, service quality has a positive effect on customer satisfaction. Conclusions - The implications of this study are following as: First, if you want to grow into a cultural enterprise in the province by enhancing your brand image, you need to prioritize cultural direction and business direction for cultural companies among sub-factors of cultural marketing. Second, it is necessary to improve the customer satisfaction through the improvement of the brand image considering the composition of the stores in the city, the facilities and the atmosphere, and the consumer tendency such as product and customer age.