• 한국실내디자인학회논문집
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• 제20권6호
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• pp.62-70
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• 2011

Fashion flagship store is to maximize brand's image, not for sales. As a value for consumption is changing into expression of individual styles and egos through brands' images based on their personalities rather than products, today, people are laying stress on expression of brands' personalities with spatial design of fashion flagship store to create differentiated brand images. This study was designed to examine brand personalities expressed in fashion flagship store's spatial design, and spatial components and ways of expression to influence them, and analyze how brand personality has an impact on brand loyalty. According to the results of this study, brand personality in fashion flagship store's space design of Louis Vuitton has three characteristics such as sincerity, vitality and tenacity, and display, pattern, furniture, color and wall have high influences on expression of its brand personality. Also, the higher brand personality got, the higher brand loyalty went up. These results imply that fashion flagship store's space design expressing differentiated brand personalities influences customers' brand loyalty to constantly use the brands, and thus is highly important for brand marketing of this day.

• 한국실내디자인학회논문집
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• 제17권6호
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• pp.128-136
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• 2008

It wouldn't be exaggerating to say that we're living in a "Brand age" these days. Brand is easily spotted anywhere around our surroundings, influencing us in a material and a moral way. BI(Brand Identity) which brings increase on sales by constructing and improving the brand image, are infect visually compressed Identity designs that will give the interior space that have applied it, superiority in building a unified image. Then, graphic plays an important role in expressing Identity designs visually. These days, interior space graphic is an emotional field that can materialize images, which became an important expressing medium that offers various images and creativity and show interior space's brand identity. In this manner, space graphic that applies identity designs, clearly states brand's intentions on space communication and users by designing company images or brand's emotional factors visually and dimensionally. Also, it escapes plane level, and gives space, dimensional and kinetic elements, which can give differentiation with other brand's space. These kinds of flexibility let space graphic be used efficiently in extending space identity.

• 패션비즈니스
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• 제26권3호
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• pp.50-71
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• 2022

This study aimed to present pioneering data on the use of Metaverse through a case study on the use of Metaverse by luxury brands and to reveal the intrinsic value of Metaverse in the fashion industry. The study was conducted based on literature data such as various articles and papers related to Metaverse and cases of luxury brands. For luxury brands data, we used Interbrand and LYST. As a result, Gucci, Louis Vuitton, Balenciaga, and Burberry were selected. Examples of the use of luxury brands' Metaverse use include; Gucci actively embraced digital technology and used Metaverse technology for the most diverse purposes such as promoting new products, opening seasons, and experiences. Louis Vuitton and Balenciaga focused on the entertainment and games. Burberry focused on promoting and experimenting with new products. As a result of the study, the intrinsic value of the Metaverse is as follows. First, there are no restrictions on time, scale, and institution. Second, active information acceptance is possible; Information can be selectively accommodated through participation and communication using Metaverse. Third, customers and businesses interact in equal positions. As customers participate and communicate, their ties with companies deepen, thus the can create a brand image together. Through Metaverse fashion, customers experiences are not limited to reality and the can directly access optional information. Based on the above examples and values, we hope those fashion companies and Metaverse media will innovate desings to match the trends and the seasons.

• 패션비즈니스
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• 제27권2호
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• pp.88-107
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• 2023

This study aimed to understand the current status of practice for sustainability in luxury fashion brands. A total of five luxury brands (Louis Vuitton, Hermès, Gucci, Burberry, and Prada) were selected. Each company's official website, sustainability reports, and articles on sustainability practices were compiled. In addition, analysis was performed based on criteria of sustainability such as environmental, social, economical, and cultural dimensions. As a result, the biggest commonality of the five brands was that they promoted the most active change in the environment. These brands tried to reduce energy consumption in materials and production processes. Among them, Burberry, Gucci, and Louis Vuitton had their own departments for sustainability. However, there were differences in strategies of activities between brands for social, economical, and cultural sustainability. Among the five companies, Burberry and Gucci pursued sustainability strategies the most aggressively. They separated their sustainability strategies in terms of environmental, social, economical, and cultural aspects and shared them with consumers. A set of outcomes for the plan were provided as objective data. The sustainable management strategy has become a key strategy for long-term growth of the luxury brand market. To survive in the market, luxury brands should elaborate sustainable management strategies and actively share them with consumers.

• 한국의류산업학회지
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• 제19권5호
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• pp.547-558
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• 2017

Recently, the replacement of creative directors of fashion brands has gained attention from both researchers and practitioners. This study selected three representative fashion brands whose creative directors were replaced in the last 10 years, and analyzed the changed characteristics of their magazine advertisements. Literature studies and case studies were conducted as research methods. The subjects of the case studies were three fashion brands - 'Saint Laurent', 'Louis Vuitton', and 'Gucci'. Magazine advertisements were divided into two aspects: fashion photo elements and layout. The former can be classified into three components: the presence of a specific situation, the background of photos and objects, and the atmosphere of models. The latter can be classified into two components: the logo style and pictorial color. In terms of fashion photo elements, the presence of a specific situation in magazine advertisements appeared differently, depending on whether creative directors focus on the brand's own identity or on their own concept of each season. Also, the background of photos and objects, and the atmosphere of models changed depending on the situation. In terms of layout, there is no dramatic change in their logo styles, for they want to preserve their long tradition. And the more a creative director pursues younger sensibility, the more black and white color effect are added towards magazine advertisements. This study has its significance in that it confirms the replacement of creative directors has considerable influence on fashion brands' images and their magazine advertisements.

• 패션비즈니스
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• 제8권4호
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• pp.60-67
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• 2004

The purpose of this study was to examine fashion counterfeit purchasing behavior and purchasing intention among Koreans and Americans. 486 female college students were surveyed for this study. For data analysis, descriptive statistics, 2-test, and t-test were used. As the results, generally Korean consumers had purchased more fashion counterfeits than American consumers. There were significantly differences between two groups on 5 fashoin brand counterfeits. That is, handbag of PRADA or LOUIS VUITTON, shoes of Ferragamo, or Gucci, clothing of DKNY, PRADA, or CK, sunglass of Gucci or Channel, and accessories of Agatha, Cartier, or Tiffany were purchased by Korean consumers much more than by U.S consumers. Also, Koreans had more higher purchasing intentions toward fashion counterfeits than Americans except clothing. Based on these results, fashion marketing would be suggested.

• 한국의류학회지
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• 제27권11호
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• pp.1241-1251
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• 2003

The purpose of this study was to examine fashion luxury brand purchasing behavior among young women, and to find variables which influenced on their behavior. 993 women living in Seoul and its suburb were surveyed for this study. For data analysis, descriptive statistics, factor analysis, ANOVA, and regression were used for this study. As the result, approximately 66.3% of respondents had purchased fashion luxury products before such as Burburry, DKNY, and Louis Vuitton. Generally, the frequencies of purchasing toward the luxury products were associated with materialism, conspicious consumption, reference group influence, and ethnocentrism. Also, results revealed that materialism and conspicuous consumption accounted for 43% of the explained variance in the frequency of purchasing products. Based on these results, fashion marketing strategies would be suggested.

• Wind and Structures
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• 제21권4호
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• pp.425-442
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• 2015

This paper discusses the processing of the wind loads measured in wind tunnel tests by means of multi-channel pressure scanners, in order to compute the response of 3D structures to atmospheric turbulence in the time domain. Data compression and the resulting computational savings are still a challenge in industrial contexts due to the multiple trial configurations during the construction stages. The advantage and robustness of the bi-orthogonal decomposition (BOD) is demonstrated through an example, a sail glass of the Fondation Louis Vuitton, independently from any tentative physical interpretation of the spatio-temporal decomposition terms. We show however that the energy criterion for the BOD has to be more rigorous than commonly admitted. We find a level of 99.95 % to be necessary in order to recover the extreme values of the loads. Moreover, frequency limitations of wind tunnel experiments are sometimes encountered in passing from the scaled model to the full scale structure. These can be alleviated using a spectral extension of the temporal function terms of the BOD.

• 한국의류학회지
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• 제42권2호
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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.

• 패션비즈니스
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• 제12권4호
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• pp.1-14
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• 2008

The domestic handbag market has potential of growth - the key to protect this growing market from foreign makers is good design and better quality. 68 people(29.6%)out of 230 survey participants report 'to own 5 handbags', and the most popular(frequently reported) maker is 'MCM', owned by 49 participants(21.3%). 150 participants(65.2%) out of 230 total participants purchase at least one handbag a year, and 136 participants(59.7%) out of 230 spend between 110,000 and 200,000 Korean wons. 52 participants(22.6%) out of 230 own high-end handbags worth 500,000 Korean won or more. Among the high-end handbags, Louis Vuitton is the most popular, owned by 19 participants. The overall criteria in handbag purchase are 'color', 'price', 'pattern and logo', 'reputation', 'material', 'storage room', and 'size', in the descending order of importance. The most frequently desired benefit in handbag purchase is 'to stay through trends' i.e. not to go out of fashion too easily. The favored designs are made with rectangle shape with large width, soft material, attached handles, leather material, modern style. The most frequently cited reason to purchase a high-end brand item is 'because of high quality'.