• The Research Journal of the Costume Culture
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• v.17 no.2
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• pp.343-351
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• 2009

As more and more consumers shop online, websites of fashion brands have become effective means for business activities. The Colors of web sites are the most effective visual elements for e-tailers to communicate with consumers. The purpose of this study is to compare websites created for local and global markets by men's apparel brands. The empirical study focused on differences of color application between the local and global websites. Fourteen brands were chosen for the study. The main color, sub color, and accent color were extracted according to the screen component ratios for each website. The colors were analyzed by Munsell's 10 Hues and 12 tone classifications of Practical Color Coordinate System. The Results indicated that all websites were using White as the main color. The local website used pale tones while global websites used dark tones. There was also differences in the use of sub colors and tones. Red was most used as the accent color in both local and global websites.

• Journal of Fashion Business
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• v.17 no.6
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• pp.158-175
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• 2013

The purpose of this study is to provide basic information to Korean fashion designers who wish to advance to the overseas collection. This is done through analyzing the design characteristics of Japanese young fashion designers, Tsumori Chisato, Commuun, and Limi Feu, who have successfully launched their designs into the Paris collection and became global fashion brands. Collections of each brand were analyzed by the overall fashion style and design elements. For the overall fashion style, Tsumori Chisato used a romantic style using details with various ornaments, whereas Commuun shows minimal style with a simple silhouette. Limi Feu expressed avant-garde style with experimental patterns. Moreover, these brands expressed different style to other brands by applying Japanese traditional clothes, patterns, and Japanese techniques in modern view point. In terms of design elements, these three brands used the H-line silhouette. Tsumori Chisato used loose fit; Commuun, slim line; and Limi Feu, boxy silhouette. In the case of colors, materials, patterns and details, Tsumori Chisato showed mix & match with various colors, materials, patterns and details. Commuun used mono tone with black & white using only one or two materials. Limi Feu usually used the color black with cotton. According to the style of the brand and region of the collection, the main characteristics of the design and the application of Japanese traditional elements can be different.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.8
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• pp.1044-1059
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• 2013

The fashion industry has become more interested in sustainable fashion design due to the demand for environmental action based on increased social responsibility awareness and environmentalism. In the current sustainability fashion industry, guidelines for sustainable fashion design are essential. This study suggests guidelines for a sustainable design process based on a theoretical and practical approach. An analysis of several global fashion brands will be applied to the whole apparel design process. This paper will explore the sustainable fashion design process and deal with LCD, as an important factor, by analyzing three global fashion brands: 'H&M', 'NIKE', and 'Levi's'. These three companies are the most active in the area of sustainable performance. The sustainable fashion guidelines will be controlled based on a strategy of practical use in design for sustainable (DFS) fashion industry. The results indicate that the fashion industry has to invest heavily in the future rather than focus on short-term profits; consequently, sustainability is a new growth direction for fashion companies. In addition, the fashion industry should work towards sustainable design under a clear understanding of its goals.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.408-417
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• 2022

This study developed a structural model to examine the relationships among consumer traits, self-brand connections, and purchase intentions for local fashion brands under "Guochao" consumption in China. An online survey with a self-administered questionnaire was undertaken through Chinese SNS tools to collect the data. A total of 276 usable responses were obtained from Chinese consumers who are residents in China. More females(n=174, +63%) than males (n=102, 37%) participated, and they were aged from 18 to 45 years old. The measurement model was confirmed to be reliable and valid. In the estimated structural model, the consumer traits of ethnocentrism and cultural affinity positively affected the self-brand connection, leading to purchase intentions for the local fashion brands. Specifically, the ethnocentrism factor indirectly affected the purchase intentions by mediating the self-brand connection, while the cultural affinity factor had significant direct effects on purchase intentions. Thus, a partial mediating effect of self-brand connection was found in the relationship between the consumer traits(ethnocentrism and cultural affinity) and purchase intentions of local fashion brands in the cultural "Guochao" consumption context. This study provides insights into extending the cultural theory of ethnocentrism relevant to self-brand connections and discusses the managerial implications for developing strategic global branding in the Chinese fashion markets.

• Journal of Fashion Business
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• v.16 no.1
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• pp.26-40
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• 2012

The purpose of this study is to examine the fashion lifestyle variable of global consumers and to compare among US, Chinese and EU consumers. The data were collected in US(n=749), China(n=702) and EU(n=1083) from 2008 to 2010. For analysis, factor analysis, reliability analysis, K-means cluster analysis and chi-square analysis of SPSS 18.0 are used. The research results are as follow: First, it is shown that significant lifestyle factors of global fashion consumers are "adventure seeking", "fashion-oriented", "conspicuous consumption", "leadership", "brand-oriented", and "DIY". As a result of the cluster analysis of lifestyle types, four cross-national market segments are identified. These segments can be labeled as follows: "conservative fashion-oriented group", "passive consumer group", "neutral consumer group", "active fashion-oriented group". Second, findings also reveal that fashion lifestyle segments had meaningful differences between nationality and by year. Third, the US consumers tended to have conservative fashion-oriented lifestyle in 2008, however global consumers were changed to have active fashion lifestyle in 2010. This research will be useful to global brands in planning marketing strategies by offering specific information for global consumer fashion lifestyle.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.1
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• pp.104-120
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• 2018

The contribution of foreign tourist consumption on national economies is becoming increasingly important for many countries. This study examines the relationship of home-host country psychic distance (HHCPD), tourism shopping motivation and attitudes towards local and global fashion brands in host countries. Survey data from a sample of 500 Chinese tourists were collected at an international airport in Korea. The results reveal that all three key factors of HHCPD (economic, geographic and cultural distance) positively affect social shopping motivation. Moreover, only economic distance has a positive effect on commodity shopping motivation, while both cultural and economic distance positively influence souvenir shopping motivation. All three factors of tourism shopping motivation positively affect local fashion brand attitudes, while only commodity shopping motivation positively affects consumer attitudes towards global fashion brands. Thus, fashion marketers should trigger the shopping motivation of foreign tourists by maximising the psychic distance from their home in order to satisfy fashion-seeking tourists.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.3
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• pp.545-563
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• 2022

Metaverse is a digitally generated world beyond the physical realm; many fashion brands are launching virtual stores in Metaverse. This study explores the cases of flagship stores of fashion brands in Metaverse to understand the peculiarity of Metaverse retailing. This study selected four flagship stores of fashion brands launched on ZEPETO, the largest Metaverse platform in Korea. The characteristics of Metaverse retailing used for case analysis were store (store credibility, servicescape, ease of use), product (content, demos, incentives), social factor (store personnel, store customers), and entertainment (events, games, free gifts). The results illustrate that a transaction system linked to reality could not be established due to technical limitations; it was difficult to obtain specific product information, such as the color, size, and fabric. However, all four fashion brands overwhelmed the traditional retail channels in terms of providing various spatial experiences by operating their virtual stores in global cities related to the heritage and identity of each brand. Furthermore, fashion brands can convey a sense of deviation and fantasy to consumers by delivering unique entertainment activities in Metaverse that they cannot easily provide in real life.

• The Research Journal of the Costume Culture
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• v.28 no.6
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• pp.830-844
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• 2020

The fourth Industrial Revolution, known as digital transformation, has made MZ generation to be the focus of the new consumer market, brought about the use of technological platforms a new consumption method. Currently, as various types of content collaboration are emerging that specifically targeting at the MZ generation. Content collaboration are considered an integration of content to create new values through co-existence and co-prosperity. This study identified the characteristics of collaboration of fashion brands from 2018 using literature and online news articles, and identified and classified through case studies of it determined movie content, game and virtual characters. By this research, it shown that collaboration with movie contents have increased the collaborative synergy by using the story in global media content. Collaboration with mobile games was generally used by young casual and sportswear brands. These brands which utilized characters from mobile games popular with to attract more teen consumers and strengthen brand awareness by adding values of high-technology and scarcity to the familiar images. In addition, collaboration with virtual characters has expanded value of the collaborative approach on expanding the range of advanced digital technology, from a promotional strategy during the distribution process through to the use of virtual models. As such, collaboration using the various types of content has developed beyond simple integration of identities among various areas, integrated products or brands that as a new value.

• Journal of the Korean Society of Costume
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• v.62 no.8
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• pp.28-44
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• 2012

The aim of this research is to examine the tendency of national tastes reflected in global SPA brands based on the theories of Gans' taste culture and Bourdieu's cultural capital. In this study, the leading global SPA brands such as H&M, ZARA, GAP and UNIQLO can be considered as a representative taste culture as well as an icon of popular culture in the $21^{st}$ century global fashion and also the aesthetic taste of each brand differentiated from their national aesthetic values based on socio-cultural backgrounds. H&M represents fashionableness, practicality and environmental friendliness based on naturalism, democratic humanism, and functional practicality of Sweden. ZARA emerges as the most trend oriented brand as well as customer centered on the basis of cultural diversity, passion and glamorous artistic sensibility of Spain. GAP shows American iconic style, which is the functional sports casual wear, originated from American leisure culture and mass production. Lastly, UNIQLO represents high-tech functionalism and practical simplicity based on Japanese delicate workmanship and simple, concise lifestyle while relatively does not much follow the fashion forward trends. Consequently, the national taste has been proved as a solid foundation to identify each global brand. This should be the key component also applied to Korean global brands for developing their concepts and strategies more successfully based on our own national aesthetic taste.

• International Journal of Costume and Fashion
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• v.12 no.2
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• pp.41-52
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• 2012

The purpose of study is to understand of china clothing brand to have them to be competitive position in global market. Also through this study people who are in a clothing industry market from China and overseas will be able to utilize it to have competitive brand power. Analyzing of the China clothing brand with a history and process of development is done to help understand of changes through years. With the rapid development of economy in China, the textiles & clothing industry, as one of the key industries, is showing a strong growing tendency, and brand in china have been expanding oversea market. Till 2002, China has already been the world's largest supplier of textile & clothing. Nowadays, "Made in China" is going to be "Created in China", lots of Chinese clothing brands appear, and many Chinese fashion designers step onto world stage. Chinese women's clothing, men's clothing, casual clothing, sports clothing and designer's brand are developing, popular brands are also promoted through convenient e-commerce. Clothing companies are going public, acquiring overseas brands, implementing internal mergers and integration, expanding overseas market. In such a diversity era, Chinese brands not only need to be localization, but also need to confirm with the trend of international management and globalized economy.