• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.2
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• pp.278-297
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• 2018

This study examines the concept and type of art marketing used by luxury fashion brands as well as to elucidate the productive outcome of art marketing based on art marketing case studies. The research methods adopted in this study were a literature review and case studies. The scope of the research focused on companies operating luxury fashion brands such as Louis Vuitton S.A., Kering Group, Prada S.p.A., $Herm{\grave{e}}s$ International S.A., Salvatore Ferragamo Group, Giorgio Armani S.p.A. and Compagnie $Financi{\grave{e}}re$ Richemont S.A.. The results showed that luxury brands using art marketing to enhance the competitiveness of the company by combining art and marketing mainly incorporate the following types of art marketing: art foundation and museum, art sponsorship, art collaboration, advertising campaign, exhibition promotion, and flagship stores. In terms of the outcome of art marking by luxury fashion brands, it was found that art marketing facilitates company activities help companies acquire a positive image from revitalizing culture and art, produces increased profits for the companies due to increased product sales as well as expands the marketability of respective companies through company PR and brand promotion, customer satisfaction by providing cultural space, artistic places and new experiences.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.2
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• pp.65-78
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• 2016

The purpose of the study was to investigate differences in job satisfaction, organizational commitment and intent to leave the job according to the characteristics of employees of korean fashion companies. For the study, the questionnaire was developed by the authors and distributed to 350 employees of Korean fashion companies. A total of 315 questionnaires was collected and used for the final analysis. Data were analyzed by frequency analysis, reliability analysis, factor analysis, independent sample T-test, ANOVA and Tukey's test, using the SPSS 18.0 Package Program. First, men showed higher scores in job satisfaction and organizational commitment, and lower score in intent to leave their jobs than women. Second, those who were in their fifties or older had higher job satisfaction and organizational commitment and lower intent to leave their job than those who were in their twenties. Third, those who work in the sales department or merchandising department had higher job satisfaction and organizational commitment and lower intent to leave their job than designers. Fourth, managers and executives had higher job satisfaction and organizational commitment and lower intent to leave their job than lower position employees. Fifth, those with 15 years or longer job experience had higher job satisfaction and organizational commitment and lower intent to leave their job than those with less than three years. Finally, those who had a monthly income of three million won or more had higher job satisfaction and organizational commitment and lower intent to leave their job than those who had a monthly income of less than one million won.