• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.672-682
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• 2015

SPA brands have quickly expanded in domestic fashion markets as native SPA brands enter markets that foreign SPA brands previously occupied. It is important that each SPA brand establish its own brand identity to differentiate itself from other brands when SPA brand competition in fashion markets increases. This study investigates how SPA brands express brand identities through colors due to their importance for visualization strategies and brand identity. This study conducted a simultaneous literature study and case study. First, this study reviewed the theoretical background of brand identity and its relationship with colors as well as SPA brands by studying relevant literature and cases of domestic academic theses and data on Internet web sites. After reviewing the theoretical background of SPA brands, this study selected 4 stores of SPA brands (8SECONDS, H&M, UNIQLO, and ZARA) as case study targets and analyzed the stores' external appearance, interior and product colors. Store analysis divided colors into identity colors and trend colors with each SPA company expressing its own brand identity through: the store's external appearance (logo color), painted interior colors (ceiling, floor, walls, mannequins, hangers, equipment, and store-carrier bag), or trend colors (reflected in the store's main display hall or products). The results consider that each SPA brand sets the mass market as their target, and chooses the commercialization of latest fashion by selecting the latest trends in the fashion trend cycle, so its products do not reflect characteristics symbolizing the company's uniqueness and brand.

• The Research Journal of the Costume Culture
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• v.13 no.5 s.58
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• pp.844-855
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• 2005

The purpose of this paper is to examine which fashion brands are most likely to be investigated by Korean textile firms when they conduct their market trend analyses. The result shows that for the domestic sales, textile firms are most likely to collect and analyze information on the Cheil Textil Co. It is followed by Bean Pole, Chanel, Buberry, Tomboy. For the future domestic sales, textile firms prefers referring foreign fashion brands such as Burberry, ZARA, MaxMara, Missoni, and Chanel. Textile firms majoring exports prefers collecting and analyzing information on D&G followed by Chanel, Gucci, and DKNY. This preference, however, differs when considering exporting areas. Textile firms targeting the French market considers Gucci, followed by Ferragamo, Dior, Louisvuitton. Textile firms targeting the Italian market prefer Chanel, followed by Valentine, ZARA, Gucci, and Armani. Chanel is also top brand for the North American and Japanese markets, and followed by GAP, ZARA, OZOC, Missoni, Munshing Wear. The information content collected and analyzed by textile firms is style, pattern, color, and textile materials for textile firms targeting the domestic sales, while the exporting firms prefer information on color and textile materials proposed and presented by the fashion brands to which they prefer to make reference. The result of this study can be used to effectively and efficiently collect and analyze market information on fashion brands for textile firms majoring the domestic and foreign sales.

• Journal of Fashion Business
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• v.8 no.3
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• pp.70-83
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• 2004

The female image has been changed incessantly with age and has been eminently represented in cosmetic advertisement. The female images are changed from the classical images to the active and professional images with the historical current of cyber, digital, and fusion. These changes in the expression of female image are largely due to the spread of post-modernism, feminism, de-construction (Kim, 1994), digital information revolution, and increase of income. The female images in cosmetic advertisement have been expressed very variously with fashion, marketing target, and characteristics of articles. (Im, 1997) The cosmetic advertisements of pure and graceful images were popular in the past. But nowadays individual image, womanly image, and unchanged beautiful image are in vogue. Individual image is very popular in young generation with very short fashion period. Active career woman image represents passion and beauty with extension of women' social roles. Unchanged beautiful image in modern industrial pollution stands for the desire of keeping the beauty in youth. Brand is very important factor to consumers in purchasing. Brand is no larger the simple concept in the past, and accepted as reflection of the image, social status, service, and life-style(Lee, 1998) consumers are very favorable to foreign cosmetics with the increase of overseas travels and import. This phenomenon is considered as very natural, especially in young generation. To create a successful brand image, the harmony of quality, psychological preference, advertisement, and reasonable price are required. According to the questionnaire research implemented by the subject of college women students in five universities in Seoul, the majority of college women students purchase domestic cosmetic brands in cosmetic specialty stores and depend on the tips of acquaintances. Quality, skin-trouble, and brand are considered as special regards for purchasing. Especially, internet shopping in purchasing marks high growth rate and preference for foreign cosmetics is very ardent. It can be expected that the 21st century is the epoch of various small production different from the mass-production in the 20th century. Female image will be probably expressed with individual, emotional, and professional image in the media of digital, fusion, cyber, and technology culture. It can be said that the tendency of cosmetic purchasing in the future will be more focused on brand image and life style.

• Journal of the Korean Society of Costume
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• v.65 no.2
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• pp.48-61
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• 2015

Chi-pao is a kind of traditional clothes; it is regarded as a national costume, playing an irreplaceable role in the Chinese history. As China developed, the strict requirements on dresses did as well. History is a double-sided mirror,; we can know the past and we can find the direction ifor future development. when it comes to reform and openness, China imports foreign culture and exports domestic culture as well. This essay uses the history of Chi-pao as the background, consults the reference to analyse the brand of Chinese domestic Chi-pao characteristics, summarize the fashionable trend. Recently, Chi-pao is worn in many kinds of important occasions such as foreign affairs, public performances and so on. The purpose of this essay is to analyze the current situation of Chi-pao, make Chi-pao more international, and show the Chinese history to the world.

• Fashion & Textile Research Journal
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• v.18 no.4
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• pp.477-488
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• 2016

This study classified and analyzed the types of images posted on official accounts operated by domestic and foreign SPA brands on Instagram and Pinterest, which are image-based fashion curations, and performed a survey on preferred image types in the fashion curations of SPA brands. It aims to induce active apparel purchasing behavior of consumers through the suggestion of image types about fashion curations for effective communication between fashion brands and consumers. The survey to targets the 20s and 30s was carried out from October 23, 2015 until November 22 and conducted factor analysis, paired t-test. The above images were classified into four types based on previous studies: product images, brand images, lifestyle images, multiple images. The results of the survey were also divided into four factors in line with the classification of image types. Generally, foreign SPA brands(H&M, Uniqlo, Zara) used image-based fashion curation services more frequently than domestic SPA brands(8Seconds, Mixxo, Spao, Tngt). The analysis of image types in the fashion curations of SPA brands showed that product images accounted for the highest proportion of images used in the official accounts of SPA brands. However, the comparison of averages on the preferred image types of survey respondents showed that the users who had once visited the official accounts of SPA brands on Instagram and Pinterest preferred in the order of lifestyle information > product information > brand information > multiple information provided by SPA brands, which was statistically significant.

• Journal of the Korean Society of Costume
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• v.64 no.1
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• pp.136-151
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• 2014

This study systematically analyzed types of fashion brand application focusing on accounts created in Korea. While referring to 'Chanel' which has developed a fashion brand app for the first time in August of 2008, not only for App store by Apple Inc. of the greatest market share but also for Android market, the one and only competitor of App store, the study examined cases of fashion brand app in Korea and foreign countries which have been in service till August of 2013 since the year of 2008. To achieve the research goal, the study conducted a literature research and a case review, categorizing the app by their distinctive functions which were Basic Information, SNS, AR, LBS, Entertainment, Mobile Shopping and Live Streaming. As for the first function, Basic Information, it was considered to provide information on a brand such as prices, sizes and colors of products which should be the most fundamental function of a fashion brand. The function would include look book, catalogues, photographs and others of products, helping users of the app with their understanding on images and concepts of the brand. Second, SNS function was considered useful for its mobility and communication and with the help of theirs, the users share fashion information with each other. Third, AR function as in a filed of virtual reality would edit virtual objects to look real in an actual environment. This would eventually offer the users a chance to try for clothes virtually. The fourth function, LBS, would work with GPS to find a store closest from a present location. This would be a help when the users try to find stores holding promotion events or trails while hiking in mountains. The fifth Entertainment function would include all sorts of games and chances for the users to listen to music and keep fashion diaries. The sixth function, Mobile Shopping, would help the users purchase items online via the app as they would not visit a store in person. The seventh function, Live Streaming, would give the users chances to actually see fashion collections in real time, held all over the world in every season. Because of this function, not only fashion experts but also regular people have become able to enjoy the fashion shows. The distinctive characteristics of the fashion brand application discussed in the study will be a useful reference when any relevant fields try to design other new fashion brand application.

• Journal of Fashion Business
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• v.26 no.2
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• pp.48-66
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• 2022

This study aimed to investigate and analyze the overall color utilization characteristics as design elements of advanced men's premium outer brands. From the analysis of a total of 889 color samples, PB showed the highest distribution in color, Bk, R, and P. The use of ltg and p of high and low chroma was high, centering on dkg of low value and low chroma, and g of medium chroma. The men's premium outer brand displays a luxurious color image centered on color planning due to color contrast between dark and grayish shades. The characteristics of colors and color distribution by brand were considered. The brands that utilized the most diverse colors and shades were Herno, which pursues sportswear of the Elegance image, and Stone Island, which pursues casual images of workwear style. These results show that systematic planning using colors and shades are utilized by all premium outer brand concept. The results of this study are meaningful because they can be used as basic data for effective product planning, men's outer design development, and color planning of outer clothing brands are they represent premium outer brands for men, and identifies color characteristics as differentiated design elements.

• Journal of the Korean Society of Costume
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• v.62 no.4
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• pp.123-135
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• 2012

The purpose of this study was to make marketing strategies for Korean fashion companies that wish to enter into foreign markets. In-depth-interviews along with documentary research were performed on consumers who lived in Italy. The interviews were executed from May to December 2010. The results of research were as follows. The general image of Korea was at a high level. Therefore, the general and economical image of Korea had a significant impact on product evaluation. However, the Italian consumer had only a little understanding about the Korean fashion brand and product. This was so because the Korean fashion companies did not appear in the Italian fashion market. However, they were accustomed to using products of Samsung and LG. Therefore, the economical image of Korea is necessary to facilitate the official entrance of fashion companies in the Italian market as well as the global market.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.1
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• pp.27-35
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• 2012

This study locates typical Korean fashion images in domestic and foreign fashion journals to advance Korea's international image in contemporary global fashion markets. The investigation of the frequency of articles and their types (so as to inquire into interest in Korean fashion in the global fashion markets) showed that for the appearance frequency of domestic articles studied, a good number of articles were published in the first half of 2008 and in 2009. In the case of foreign articles, the number of them increased from the second half of 2008 and the majority of articles were shown in the first half of 2010. Second, the investigation of the appearance features by article type studied in order to understand how Korean fashion played a role in the world's markets. The majority of articles were related to fashion brands that entered Chinese market in fashion brand articles in the case of domestic articles; however, many foreign articles introduced designers that participated in global fashion collections in Paris and New York. Third, as a result of analyzing typical key words by article type in order to find key words which could enhance Korea's fashion national image representing, we could confirm that 'Korean designers' can be a typical key words to represent Korean fashion. The key word most exposed in both domestic and foreign articles was 'designer Lie Sang Bong' and only his articles contained the content about influential Korean design materials.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.1
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• pp.27-39
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• 2010

In addition, an intense competition depending on the diversity of consumer demands women's clothing brands show changes in market organization such as diversification of the circulation market and general market depression in this rapidly changing fashion environment. Companies tend to use fashion VMD (a marketing-strategic approach) as a differentiation method to create a fashion brand shop image as brand differentiation becomes difficult due to generalization of techniques. This study analyzes forms and types of VMD recognized by consumers within this marketing communication environment and Q methodology was adapted to analyze the subjective internal order of individuals. First, a set of stimuli that presented the brand name and another without it were prepared (two sets in total) to examine the effects in the presentation of the brand name. Stimulants with the brand name were presented to the subjects by the same method after an experiment through stimuli without the brand name presented. As a result, VMD recognition factors were classified into 4 Q factors in cases of stimuli without brand names and 2 factors in cases of stimuli with brand names. This indicates that among brand functions, the role of simplifying information management and grasping the thoughts of consumers was applied. This study has a practical value of presenting VMD directions of each brand image based on the factors discovered.