• The Research Journal of the Costume Culture
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• v.16 no.2
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• pp.369-381
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• 2008

The objectives of this study are to observe the theoretical background of brand extension, to compare & analyze the cases of brand extension in Domestic and abroad based on the existing studies to present the characteristics of brand extension strategies, and to contribute to the establishment of marketing strategies of brand portfolio for the globalization of national brands. As for the methods of research, literature review and case study were combined. As a result of the case analysis, fashion business possessing a lot of brands have powerful competitiveness when they consider the brands as one unit and manage them with definition and insight to produce mutual synergy. Given that brand environment is being complicated and diversified with market segmentation, brand extension, various product groups, numbers of competitors, and complex distribution structure, the hierarchical structure of brand may have even more significance as a strategy.

• Journal of the Korea Fashion and Costume Design Association
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• v.19 no.2
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• pp.1-14
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• 2017

The consumption trend of fashion in modern industrial society is developing from the rapid changes, and the lifespan of fashion products becomes shorter due to the various industrial wastes. Due to the attitude change caused by the ethical consumption consciousness and environment awareness, the up-cycle fashion products got to receive attention, and it is in the limelight as a new trend to realize the sustainable fashion products in the domestic and foreign fashion. The purpose of this study lies in drawing the expression characteristics by investigating and analyzing the cases of each type on the fashion bag products of up-cycle brand, and contributing to the diversification of product family fitting to the characteristics of fashion bag product of up-cycle brand, systematic strategies of up-cycle fashion products, and activation of up-cycle fashion market. In research methods, the theatrical researches were conducted centered the relevant domestic literature materials, preceding papers, etc., which ran paralleled with the actual case analysis study. Through the preceding research and websites related to selected products, websites of up-cycle companies, relevant books, related articles, etc., the expression characteristics of up-cycle fashion bag products were drawn. The results of this study are as follows: First, as it has the feature of historicality, the designs can be created by containing the designer's story, story of materials, and consumer's story. Second, since it has the characteristic of sustainability, the application of manufacturing process and materials, extension of product life, conversion of original material's function, etc. can be sustainable. Third, as it's a trait of scarcity, all products may be produced by hand, and it can have the specialty which the original materials have. Fourth, since it has an eco-friendly trait, even while saving the original materials, the aesthetic needs could be met according to the consumers' continuous demand.

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

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.5
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• pp.823-838
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• 2018

The article surveys the technique and characteristics of contemporary fashion exhibitions in terms of fashion museography and fashion curation. The article reviewed both a literature study on the history of fashion exhibition focused on the display technique as well as a case study of domestic and international contemporary fashion exhibitions. The results of the article is as follows. Fashion brand exhibitions are about building competitive business advantage by planning differentiated contents. It gives viewers a brand fantasy and increases brand loyalty. This type mainly displays the latest collections on the commercial purpose as well as uses diverse mediums and high technology to make a spectacular space that provides an immersive experience to the viewer. Second, the museum fashion exhibition focuses on the roles of fashion in terms of social, cultural and artistic aspects that also focus on public education. The presentation technique emphasizes careful collection conservation rather than celebrate fashion business. The article is to encourage a further scholar discourse of fashion curatorial practice and theory.

• Korean Institute of Interior Design Journal
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• v.23 no.4
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• pp.120-128
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• 2014

Due to prolonged recession and limited spending of the consumers, domestic fashion brands are putting their efforts in pursuing competitiveness in order to survive in an intense competition, and because of this reason, VMD is being considered significant as a strategy for store environment improvement. An empirical research regarding analysis for systematic strategic VMD configuration factors of fashion retail store and relationship of repurchase intention that have effects on increase in sales was conducted. Thus, this study considers importance and spatial interrelation of VMD configuration factors of fashion retail store through theoretical consideration, and based on this, VMD configuration factors were restructured into reconcilability, attractiveness and epidemicity. An empirical validation through theoretical hypotheses and survey for relationships among VMD configuration factors, brand preference and repurchase intention was conducted. As a result of path analysis, VMD configuration factors reconcilability, attractiveness and epidemicity have effects on repurchase intention, and it was analyzed that epidemicity has the biggest effect on consumers. Also, it was found that brand preference has effects on repurchase intention and through this, as favorability and customer satisfaction for brand has effects on repurchase intention, it is judged that creating a strong brand image and brand image building is important the most for improving brand preference.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.5
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• pp.856-865
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• 2010

Many efforts to develop the domestic fashion industry have continued under the influence of a rapidly changing fashion industry environment. The fashion industry has emerged as a future growth industry leading lifestyle and as a core industry for the culture biz. Since the 2000's the markets that combined party and fashion wear as a new cultural trend has grown and an in-depth study of design development for party wear is required. This study presents basic materials for design development for the future domestic woman character casual brand prior to the design development by analyzing design characteristics of domestic female character casual brands. In the research methods, nine brands were selected based on the discussion of ten fashion specialists and then the brand concept, target, configuration of items, price, and design characteristics were analyzed. The following conclusions were drawn from this study. First, each brand concentrated the main focus on establishing a clear and unique brand identity that meets the needs of consumers to enhance competitiveness in the woman's dress market. To enhance competitiveness, many character casual brands targeting women aged 20's and 30's (including BEART) held party wear goods exhibitions as the market for party wear has increased significantly. Second, according to study results of the selected nine brand designs, it was found that the style characteristic of each brand varies depending on concept. However, all nine brand designs developed various styles such as feminine and cute style making use of laces, ruffles, A line silhouette, colorful motifs, and a stylish style that used layers with various materials along with unique decorations based on romantic emotions. Third, seven hundred and thirty eight pictures of nine brands were analyzed by items without identifying brands. According to the result of the analysis, the percentage of items used by brands was as follows: a one-piece dress was 34.5%, jacket 25.7%, skirt and pants 15.5%, blouse and shirt 13.6%, and tops 10.6%. The result showed that one-piece dresses accounted for the highest percentage. Frill accounted for 16.6%, the highest percentage followed by ribbons at 16% in regards to detail and trimming.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.7
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• pp.1056-1064
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• 2000

The aim of this paper was to look at distribution intensity of casual wear brand before and after IMF Management System. It also provides the guide to distribution design and reinforces the strategy of the brand of it. Since the firm especially in casual wear industry recently has had difficulty in how to decide and to select the distribution numbers in the domestic market. Based on the data in‘98 Korea Fashion Guide’and ‘Korean Fashion Brand Annual’, 78 brands had been analyzed with percentage, multiple regression. The results were as follows: In general, the lower the price of the product is and the higher the total sale is, the more intensive the distribution of the casual wear brand is before and after IMF Management System. The longer the launching period is, the more intensive the distribution of the casual wear industry is after IMF Management System. Besides, there is difference between the brand origins in the distribution intensity. In addition, two brand types were classified and tested. The distribution intensity of jean casual wear and uni-sex casual wear have related to the price after IMF and the total sale before and after IMF Management System while there is no relationship with the launching period before and after IMF Management System. The distribution intensity of the domestic brand have related to the price, and the total sale, while the foreign brand has a relationship with the total sale before and after IMF Management System. The foreign brand has related only to launching period after IMF Management System.

• Journal of Fashion Business
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• v.18 no.2
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• pp.95-112
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• 2014

This study analyzed the type and item of collaboration, national form and purpose_of collaboration in both the domestic and foreign fashion industries in oder to study the trend of collaboration that has appeared in a the field of the recent fashion industry. The analysis focused on 221 collaboration cases from designers in the domestic and foreign fashion industries during the period of January 2012 to December 2013. The cases were collected and analyzed focusing on publications related to newspapers on fashion, internet articles on fashion information sites etc. According to the results of the study, the characteristics of collaboration shown in the recent fashion industry are as follows. First, it can be observed that a portion of collaboration in the two different industries was very high. Second, through the high portion of cases where collaboration between foreign companies was made, it could be found that the world fashion market is enormous: moreover, domestic brands tended to borrow foreign brand images. Third, it was known that fashion companies are very interested in establishing a positive company image and sharing feeling with consumers by implementing collaboration in oder to appeal to consumers' emotions. Therefore, it shoud be done an effective collaboration implement for the development of fashion industry that an understanding of partner, a study of fashion image through development item, an established image foundation of domestic brand, a correct analysis for reflecting artistic image, an effective collaboration implement for the development of fashion industry.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.4
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• pp.173-189
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• 2015

The purpose of this study is to present the classification and operation systems of fashion offline stores. This research analyzed fashion literatures, articles and papers published by fashion-related companies and interviewed fashion practitioners. This research can be used as information for practitioners of the domestic fashion brand and students of fashion majors. The classification and operation systems of fashion offline stores are as follows. 1. The types of fashion offline store is classified as a form of road shop, department store, complex shopping center, select shop, outlet, and fashion wholesale retail specialty store. 2. The road shop is classified flagship store, franchise store, direct sales store, and street brand store. 3. The department store is recently using strategy to improve the profit rate, as setting up the select shop, expand the import contemporary brand stores, the men's brand stores, SPA brand stores, the street brand stores, and the soho internet shopping mall brands instead of reducing the national brands. 4. Most forms of fashion offline stores enhanced the functions to combine the catering, cultural activities and purchasing the lifestyle-related products, as well as fashion items. 5. The types of the operation system in fashion offline stores is classified as direct operations, franchise operations, middle management operations, and fully insert operations. 6. Franchise operations are tended to decline, however middle manager operations are overwhelming.

• 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.