• Fashion & Textile Research Journal
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• v.16 no.3
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• pp.386-395
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• 2014

This study was to identify underlying dimension of marketing strategy, and to examine effect of the marketing strategic factors on store affect, brand attitude, and brand loyalty in global and domestic SPA brands. Based on pilot study, four SPA brands of which consumers were most aware were selected: Korean SPAs (e.g., Codes-Combine, Basic House) and global brands (e.g., Zara and Uniqlo). A self-administered questionnaire was developed based on literatures. By using intercept survey, 421 respondents were obtained from consumers shopping at the selected SPA retail stores located in cities (Seoul, Daejon, Chongju) in Korea. Result showed that SPA brand marketing strategy consisted of four factors: Product differentiation, store location, in-store VMD, and price value. The marketing strategic factors had partially significant effects on brand attitude, store affect and store loyalty. However, there was significant differences in those effects between global and Korean SPA brands. Specifically, the effect of in-store VMD on brand attitude was higher in Korean SPA brands, whereas the effect of price value was higher in global SPA brand. Also, the price value was significant predictor of store affects in global SPAs, while in-store VMD was significant predictor of store loyalty in Korean SPA brands. This study discussed a managerial implication for creating brand attitude and emotional responses, which obtains comparative advantages in the competing marketplace.

• The Research Journal of the Costume Culture
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• v.23 no.3
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• pp.353-367
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• 2015

This study analyzed consumers' awareness, preference levels, and effect expectations in relation to fashion art marketing according to the types of such marketing (collaboration between fashion and art in fashion products, called product collaboration; sponsorship for art foundation; artist sponsorship; collaboration for the design of a space/store/display; ad/promotional film collaboration). The study also investigated the influence of consumers' attitudes toward fashion art marketing with respect to purchase intention. The study was implemented through a descriptive survey method. The sample consisted of 342 men and women between the ages of 20 and 45. The data were analyzed by factor analysis, one-way ANOVA, and multiple regression analysis. The results revealed that there are significant differences in consumers' awareness and effect expectations in relation to fashion art marketing according to the types of fashion art marketing activities. While no differences were found in preference levels according to the type of fashion art marketing, all the types of art marketing showed overall high levels of preference. The collaboration between fashion and art in fashion products, which had the highest awareness, also showed the highest expected effect. In all the types of fashion art marketing, consumers' attitudes had a significant influence on purchase intention. In cases of sponsorship for an art foundation, artist sponsorship, collaboration for the design of a space/store/display, and ad/promotional films, consumers' effect expectations had the most significant influence on purchase intention, followed by preference and awareness level. These results could be used to provide appropriate proposals to fashion brands when they plan to set up an art marketing strategy.

• Journal of the Korean Society of Costume
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• v.54 no.3
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• pp.53-64
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• 2004

The study was done to provide domestic fashion multi-shops with basic information about the product and price strategies through an investigation the marketing strategies for domestic multi-shop dealt with imported product only. Data were collected from Interview with a buyer or a staff of marketing department of Domestic Fashion Multi-shop dealt with Imported Product only. Through the study, it was clarified that these multi-shops showed a tendency to compose of promising brands. brands set a high value on unique character or technique, and brands of promising designer noticed at the main collection. And they also extended their lines as a total life style shop dealt with accessory. shoes and home collection as well as clothing. Therefore, they had to analyze their target consumer's life style and applied this to organization of product, brands or sizing. To maintain the balance of multi-shop they bought products keeping the balance between all the brands and didn't lose variety of concept, it was demanded to develop new brands as well. Their distribution channels had to be planned by regional characteristic that could be accepted their target consumers.

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.203-219
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• 2002

The purpose of the study is to analyze environmental changes in market, customer and information technology of Internet fashion industry, to present fashion company's current situation and strategy for confronting business environmental changes, and to propose the direction of the future research in this fashion field. First, the importance of Internet has been increased due to the rapid growth in number of Internet user and the size of the e-commerce. Second, to satisfy the customers requiring reasonable price and differentiated product and service, e-Branding strategy implementation, customized service development and enhancement on Web-site credibility and loyalty are demanding in the market. Third, development on the mobile technology and the increase in the Internet user using mobile communication device requires preparing mobile consuming environment, new business platform. Fashion industry's current situation and competitive strategy developed by the environmental change analysis were used for developing future research direction, that is, the m-business, CRM, and e-Branding. Through the understanding of environmental changes in Internet fashion industry and proposed research direction, research on Internet fashion marketing is hoped to be vitalized. Results of this study were expected to be utilized the strategy development.

• Journal of the Korean Society of Fashion and Beauty
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• v.3 no.1 s.4
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• pp.20-28
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• 2005

As the size and the diversity of the beauty industry grow, the need for systematic marketing strategy in beauty shop also increases. This study aims at finding 1)how to segment the market of beauty industry based on lifestyle variable and 2)how to set up the corresponding mix strategy on target market. The case of 'B beauty shop' shows that the validity of lifestyle-based segementation model is verified as the shop has posted a drastic financial outcome during last 5 years. In addition, this study implies that the corelation research between lifestyle variables and marketing mix strategy should be included as an important factor in launching a beauty-related business in segmented market.

• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.1
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• pp.87-102
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• 2021

The purpose of this study is to consider effective digital marketing strategies through analysis of luxury fashion brands. This study conducted both quantitative analysis and case studies of the brands Louis Vuitton, Gucci, Burberry, and Chanel. To measure the brand image of the luxury fashion brands, the survey was distributed to Millennials, and total of 277 responses were used for the final analysis by using SPSS 25.0 statistical program. Other than survey, this paper analyzed digital marketing strategies of luxury fashion brands through brand-related papers, website and social media of each brand, Samsung Designnet's database, and news posted on search engines. The results of this study are as follows: First, according to the result of examining brand image of luxury fashion brands, there was no significant difference between brands, except Gucci. Second, this study analyzed each luxury fashion brand to understand the characteristics of digital marketing, and common characteristics were identified. Third, by analyzing the brand image and digital marketing strategies of luxury fashion brands, it was confirmed that Gucci's brand image and digital marketing strategies were consistent, while there was a difference between Burberry's brand image and digital marketing strategy. Therefore, this article proposes the following digital marketing strategies that are suitable for luxury fashion brands. First, is the connection of on/offline channels. Second, is the use of AI technology. Third, is a blockchain-based platform.

• Asia Marketing Journal
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• v.7 no.3
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• pp.161-176
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• 2005

Ever since Parkland corporation went into domestic men's fashion market with his own brand 'Parkland' in 1988, the company accomplished enormous sales increase compared to competitors and attained steadfast positioning as a leading brand with competence. This case study deals with the parkland's systematic efforts mainly focused on integrated business innovation such as production, distribution, and management innovation, and shows Parkland's differentiated marketing strategy which leads to outstanding business performance. And, strategic implications to succeed in the long run are followed.

• Journal of Fashion Business
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• v.7 no.3
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• pp.24-35
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• 2003

This study is intended to figure out marketing strategies of women clothing brands which are remarkably preferred and recognized among Chinese women in their twenties by analyzing and comparing the features of products between Chinese fashion brands and Korean brands. This study result is follow as: 1. As the result of women fashion brands in China, it became certain that the differentiation policy of each brand and the strategy of development design reflected the needs of Chinese consumers in 20s were preferred in Chinese fashion market. 2. As the result of comparing and analysing the strategy of Korean brands' clothing product entered China market, some of them reflected well Chinese women' inclination who are in their twenties. Therefore with the proper positioning and the strategy of actual place, those Korean brands are prominently preferred. However others can not be the leading brands because of supplying inharmonious basic-style product with the preference of Chinese women in 20s.

• Journal of Fashion Business
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• v.23 no.5
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• pp.81-95
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• 2019

The purpose of this study is to research consumers' perception of the HiSeoul fashion show, which is being used by new designers as a means of promotion, and to propose a strategy for revitalizing new designer brands. This was done in order to secure basic data from fashion consumers, to help guide marketing strategies and promote rising designers. In this research, the consumers' perception of HiSeoul fashion show was verified using text-mining, data refinement and word clouding that was undertaken by TEXTOM3.0. Also, semantic network analysis, CONCOR analysis and visualization of the analysis results were performed using Ucinet 6.0 and NetDraw. "HiSeoul fashion show" was used as the keyword for text-mining and data was collected from March 1, 2018 to April 30, 2019. Using frequency analysis, TF-IDF, and N-gram, it was also shown that consumers are aware of places where shows are held, such as DDP and Igansumun. It was also revealed that consumers recognize rising designer brands, designer's names, the names of guests attending the show and the photo times. This study is meaningful in that it not only confirmed consumers' interest in new designer brands participating in the HiSeoul Fashion Show through big data but also confirmed that it is available as a marketing strategy to boost brand sales. This study suggests using HiSeoul show room to induce consumer sales, or inviting guests that match the brand image to promote them on SNS on the day the show is held for a marketing strategy.

• Journal of Industrial Convergence
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• v.9 no.1
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• pp.33-66
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• 2011

As an information-oriented society is arrived. an internet market has been developed steadily. This advance of internet market made the augmentation of purchasing clothes, and thus the fashion trade has tried to use effectively the internet marketing as a new channel of profit increasement. However, the fashion trade did not utilize efficiently an internet as a marketing mediation so far. This results from the want of coping with consumer behavior on the internet community. To answer the necessity of analysis of consumer behavior, this thesis inquires the difference of buying clothes on the internet shopping mall according to the lifestyle of consumer. Then this thesis provides the strategy of internet marketing fitted to each lifestyle for making a good profit. The inquiry was conducted to university located on Seoul, and the lifestyle of undergraduate was categorized to five groups, that is, trendy, information-inclined, economical purchase, brand-inclined, and spirit-pursuit types. This thesis analyzed the difference of consumer behavior of each type according to various factor, and presented a marketing strategy fitted to each type from these analysis results.