• 한국의상디자인학회지
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• 제13권2호
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• pp.89-101
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• 2011

The economy blocking and price competitiveness caused by globalization has generated an on-going controversy of global sourcing among high-priced luxury brands. The consumers in the global market purchase luxury goods based on both craftsmanship and the reputation of luxury brands. Factors such as the origin, brand and pricing can affect the intention of consumers to buy luxury goods. This study analyzed the optimum brand combination using conjoint analysis. The analysis was based on the selection of origin, brand name and price as extrinsic factors among attributes of customer choice. These factors were subdivided into Italian and Chinese origins, Gucci, Prada, and Miu Miu in terms of brand names, and 450,000, 750,000, and 1,500,000 Won in terms of price levels. The result showed that origin was considered the most important factor followed by brand name and pricing. This tendency tells us that customers consider origin, brand name and price in that order when purchasing luxury brands. In regards to each factor, respondents preferred Italian to Chinese origins, the Gucci to Miu Miu brand name, and 750,000 to 450,000 won for price level. Generally, women in their 20s and 30s preferred products from advanced nations at a medium-level price.

• 복식문화연구
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• 제32권1호
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• pp.1-16
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• 2024

In response to the global trend of making sustainable development an urgent task, luxury fashion brands actively embrace it in their corporate philosophies and management policies. However, despite the widespread consensus in the related industry and the strong will of companies for the sustainable development of luxury brands, there are still few cases of luxury fashion brands successfully implementing sustainable development. This study examined the impact of the types of message framing on the sustainability marketing of luxury fashion brands, focusing on their effects on perceived message effectiveness, sustainable brand image, and brand attitudes. An online survey was administered to 464 Korean consumers in their 20s to 40s to test the hypotheses. The results showed that perceived effectiveness was higher for negatively framed messages (loss) than for their positive counterparts (gain). The types of message framing did not significantly affect sustainable brand messages, and no significant difference in perceived brand image was found, regardless of message type. Perceived message effectiveness exerted a significant positive effect on sustainable brand image, and such an image had a significant positive effect on brand attitudes. The results provide implications for related research and practical implications for the development of competitive sustainability marketing strategies for luxury fashion-an industry still in its infancy.

• 한국의류산업학회지
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• 제18권1호
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• pp.1-14
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• 2016

This study analyzes consumers' preference trend, positive and negative factors in regards to luxury brands by researching changes in the consumer awareness of luxury brands, preference trends and psychological awareness based on big data to suggest a creative business strategy for corporations that can help Korean brands enter global luxury brand markets. The study results are as follows. Preferred items (consumer) psychology, positive awareness and negative awareness were derived based on the last five years of social big data on Korean consumers' preferred brands. First, the Korean consumers' preferred brands for the recent five years indicated that Dolce & Gabbana (2013), ESCADA (2012), Gucci (2011, 2009) and Chanel (2010) were most preferred and Prada, Louis Vuitton, Hermes, Burberry, Fendi, Givenchy and Dior were also shown to be preferred brands. Second, bags (such as shoulder bags) were shown to be the most preferred items for luxury brand items that consumers wished to own. Third, it was analyzed that keywords for consumer psychology in regards to luxury brands included: diverse, new, outstanding, overwhelming, luxurious, glamorous, worldwide, famous, success and good. Fourth, consumers' positive awareness regarding luxury brands included: diverse, luxury, famous, outstanding, perfect, bright and luxurious. Fifth, negative awareness included: price factors of expensive, high price and excessive as well as factors to be improved upon such as old, bland, flashy, crude, unfriendly and fake.

• 한국의류산업학회지
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• 제24권1호
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• pp.108-116
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• 2022

The children's clothing market continues to grow in Korea, despite the declining total fertility rate. This study aims to investigate the changes in Korean children's clothing market according to the launching time of brands. To this end, it analyzed 90 children's clothing brands in 2019. The results of this study are as follows. These children's clothing brands had been actively launched since 2000. Although the total fertility rate in Korea has dropped to approximately one percent, the number of children's clothing brands has increased significantly each year since 2005. Sixteen children's clothing brands were launched between 2005 and 2009, twenty-three were launched between 2010 and 2014, and thirty-five were launched between 2015 and 2019. Various brands are competing in Korean children's clothing market. Overseas brands have continued to expand their market share while the market share of domestic brands has decreased continuously. Clothing brands, including adult clothing brands other than children's clothing brands, are actively entering Korean children's clothing market. Many overseas, luxury, and sportswear brands have entered Korean children's clothing market. Many sportswear brands have launched children's clothing brands, with a significant increase since 2013. The results of this study show that Korean children's clothing market has changed from a local market to a global fashion market.

• 한국의류학회지
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• 제37권7호
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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.

• 한국의상디자인학회지
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• 제21권2호
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• pp.139-151
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• 2019

This study intends to present the directions for effective up-cycling design using Marquage painting through analysis of trends and the formative characteristics of fashion products. Research was conducted through a literature review (published papers, books and web site contents). Cases were analyzed by examining the contents of web sites of global luxury brands, representative workshops, and social network sites (SNS). The results of the study are categorized as follows, First, Marquage paintings are continuously used by global luxury brands and have developed as an expression of self-ownership and the personalization of one's identity. Second, fashion brands use Marquage painting as a customized service for sales. On the other hand, Marquage paintings are used as a kind of up-cycling to present old goods as brand new ones. Third, the patterns used in Marquage painting were classified into five types: geometric patterns, logo patterns, character patterns, lettering patterns, and art patterns. Moreover, formalization by Marquage patterns is represented by identification, customization, and up-cycling. Finally, to up-cycle the expressive features of Marquage- sustainability, scarcity, storytelling, and originality based on factors of up-cycling need to be reflected.

• 복식문화연구
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• 제25권2호
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• pp.145-158
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• 2017

This paper aims to analyze the characteristics of the contemporary Chinese fashion market and the competitiveness of Korean fashion brands in China. Fashion professionals experienced in both the Korean and Chinese fashion markets participated to investigate the Shanghai market and consumers. The results of in-depth interviews show that Shanghai is the most favorable city among Tier 1 cities for Korean fashion brands planning on entering into the Chinese market. Shanghai consumers are open to international brands and highly prefer newness in fashion. Contemporary menswear was selected as a potentially big market due to the increase of unique, young, upper-middle-class male consumers. The Korean fashion brands' strength is that they are capable of satisfying Shanghai consumers with excellent product planning and sensory design capabilities. Their disadvantage is that their brand recognition is weaker than that of global and international brands, and their ability to localize to the Chinese market is weak. The opportunity comes is from the Korean Wave, which is a positive for Korea's products and has good geographical access. The threat is that the Shanghai market is fiercely competitive; having access to many worldwide brands, and the competitiveness of Chinese brands is on the rise. To enter the Shanghai market, creative design ability, trendy product development, skill, and appropriate PR methods such as using Korean culture contents would be required to satisfy the young, powerful consumers in Shanghai.

• International Journal of Advanced Culture Technology
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• 제11권3호
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• pp.315-320
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• 2023

Covid-19 is rapidly changing the global society. In particular, as the online connected world has become more important in recent years, new communication methods such as VR, AR, and metaverse have emerged as global trends. As social interest in technologies such as metaverse, blockchain, and NFT continues to grow, this study aims to understand the concept of NFT, which is being illuminated as a global trend keyword, and to examine the current status of the global fashion industry. As a result of examining NFT application cases of fashion brands that have grown rapidly since Covid-19, the use of NFT in the global fashion industry can be largely classified into three categories - Collection and Investment Type, Game Type NFT, Marketing and Event Type NFT. Based on this, We expect that this study will be used as basic data to actively utilize NFT, which is still in its infancy, to prepare a plan to revitalize the domestic fashion industry.

• 복식문화연구
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• 제29권6호
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• pp.828-848
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• 2021

The purpose of this study is to analyze how modern fashion brands practice cultural sustainability by investigating the ways they use and reinterpret traditional culture and clothing. The transmission and reinterpretation of traditional cultural elements connect the past, present, and future. These forces also lead to the development of new creativity in the fashion industry. Three brands have been selected for case studies: Danha (Korea), Mittan (Japan), and Jan Jan Van Essche (Belgium). These brands possess in-depth understanding of traditional cultural elements, including clothing, dyeing techniques, and patterns unique to various regions and minority groups. The brands all make use of traditional cultural identities whose clothing contains the historical and sentimental values of various regions and ethnic groups. The use and mixing of various cultures can be seen as the respectful preservation of global culture. Also, in contemporary fashion, the use of traditional culture plays an important role in the presentation and development of creative designs. The use of traditional handicraft techniques and the use of traditional clothing in the past convey cultural diversity to future generations; they will have a lasting influence on future fashion trends. The results of the study show that cultural sustainability in contemporary fashion has been implemented through safeguarding and respecting indigenous cultures and developing cultural elements into creative design.

• 한국의류학회지
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• 제33권1호
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• pp.22-32
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• 2009

The purpose of this study was to suggest the appropriate marketing strategies for Korean fashion companies wishing to enter the US market. In-depth-interview with documentary research were performed to investigate the seven Korean fashion companies launching in the US market as wholesalers or retailers. The interviews were executed from May to July 2007. The results of the study were summarized in accordance with Marketing Mix(4P's). In most cases, the brand targets are female customers of 20's to early 30's. The products carried by the companies are trendy with a tint of vintage and oriental feelings. The price ranges from middle to high level. Most brands are engaged in wholesaling through trade shows to sell the merchandise for department stores or specialty stores, but recently are trying to convert to retailing. Trade shows and show rooms are used as one of the promotion tools, but celebrity marketing has also been active for the promotions. Most companies suggested their superior qualities of the products as their strength, and the lack of experience and information as their weakness. Most companies forecast that the influence of FTA between Korea and the US may be limited because of Korea companies' overseas outsourcing system.