• International Journal of Costume and Fashion
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• 제16권1호
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• pp.17-35
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• 2016

The purpose of this study is to investigate the benefits sought by luxury good customers contingent on product category, and to understand the relationship between the benefits sought and brand loyalty. A qualitative approach was used; therefore in-depth interviews were conducted with seven panels of professionals in the luxury industry. The findings are as follows: 1) Handbag customers mainly seek the social benefits in order to express their social status by purchasing well-known, easily-recognizable brands. 2) Shoe customers primarily seek the practical-functional benefits, which are comfort and function. 3) Small Leather Goods customers seek the social benefits for themselves and as gifts for others. 4) Brand loyalty for handbag customers is reported to be low, as their primary goals are the social benefits. Rather than devoting themselves to one specific brand, handbag customers prefer to purchase from various brands. 5) Shoe customers have reportedly higher brand loyalty, as they tend to come back to brands when they are satisfied with the benefits they pursue. The findings of this study provide more information on the practical implications of luxury good customer purchasing habits. Firstly, customers pursue different benefits depending on product category, and secondly, brand loyalty differs by customers' benefits.

• 한국의류학회지
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• 제28권6호
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• pp.862-871
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• 2004

This research is ultimately to understand the general behavior of luxury goods consumers and to diversify the consumer groups according to the relationships between their benefit seeking and brand loyalty. The subjects used for the research were 223 female consumers who purchased fashion luxury goods. The data were analyzed by factor analysis and multiple regression. The results showed that there were four factors in benefit seeking of luxury goods; self-improvement, aesthetics, uniqueness and quality. Each of the factors was analyzed in relation to brand loyalty and brand variety seeking motivations. Brand loyalty's factors were continuous brand loyalty, trademark brand loyalty and devoting brand loyalty. Brand variety seeking motivation factors were change/novelty seeking motivation, quality/recommendation, discounted price and unique types of product line. The consumers who were seeking self- improvement were showing trademark brand loyalty rather than continuous or devoting brand loyalty. Meanwhile, the quality benefit seeking customers showed continuous or devoting brand loyalty. The most important motivations in brand variety seeking was change/ novelty seeking. The implications and marketing strategies of the research were discussed.

• 패션비즈니스
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• 제15권6호
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• pp.56-70
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• 2011

The purpose of the study was to analyze the purchasing status of luxury brand counterfeit goods of female college students, and to investigate the influence of students' social self-concept on their attitude towards luxury counterfeit products. The study was implemented by a descriptive survey method using a self-administerd questionnaire. The sample consisted of 224 female college students residing in Seoul and Busan. The data were analysed through frequency, factor analysis, and regression analysis. The results were as follows. First, it was observed that 42.40% of the respondents have had the experience of purchasing counterfeit items. The major reasons for purchasing counterfeit goods, it was discovered, were not only the low price but also their perceived good quality. Among the reasons for not purchasing counterfeit products, the emotional reason was more significant than the intellectual reason. Second, female college students' social self-concept was found to have an influence on their social negative attitudes towards luxury brand counterfeits. Third, it was found that the social self concept was closely related to the satisfaction with the counterfeit purchases. Fourth, it was discovered that the social self-concept of the students significantly affected the intention to repurchase.

• Fashion, Industry and Education
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• 제16권1호
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• pp.36-45
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• 2018

Recently China has become one of the major markets for luxury brands. In addition, practicing social responsibility by manufacturers of luxury brands has become ubiquitous because consumers' perception of such practices may affect their purchase decisions positively. This study explored Chinese shoppers' perception of luxury brands' social responsibility practices and their information seeking behavior. In this study, value congruence was used as a theoretical framework. Twelve participants were selected out of customers in a shopping mall in Beijing, and they were subject to in-depth interview. The interview consisted of open-ended questions about perception of luxury brands' social responsibility practices, sources to access such practices, and the degree of personal value congruence to such practices as well as demographic information. Qualitative approach was used to analyze the data. Half of the participants indicated their awareness of the social responsibility practices of luxury brands, which sets up a foundation for understanding importance of luxury brands' social responsibility practices. Approximately half of the participants preferred to learn about luxury brands' socially responsible practices online especially via social media. These findings imply that Chinese luxury shoppers' trust and preference for the companies would be enhanced by effective development and advertisement of companies' social responsibility practices, and thus provide luxury companies with useful information on marketing strategies.

• 한국의류산업학회지
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• 제8권2호
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• pp.183-190
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• 2006

The purpose of this study was to analyze social, economic and cultural phenomena of the luxury brand in the viewpoint that the consumption system of the modern society stood for the sign consumption and the industrial production of difference as Baudrillard mentioned in the Consumer Society. The result was divided into the two subjects popularization and differentiation of luxury brand. Firstly the meaning of luxury brand was that the personal effects of consumption of king or aristocratic class who did not exist in the modern and were made into the selection and consumption-possible things of exchange value. The popularization of this sign was accelerated through TV drama. Secondly as differentiation strategy of luxury brand, was made by giving meaning to the life style concept of the upper class with advertisement and design, and also the logo of design was used as sign differentiated from people. Also the reason why the producer of the luxury brand gave meaning to such life style was that the awareness of the brand which people have consistently makes them consume more products. The consumption system of the modern society stood for the sign consumption, difference sign mark value which was the desire on a social meaning basis, not the consumption of things as used value. And the consumer could express his personality by selecting and consuming the product of luxury brand model made with this sign. Accordingly the distribution, purchase, sales and acquisition of the things with this difference sign were our verbal activity and linguistic code today, and it was the essential feature of the society, culture and economy of the consumer society.

• 문화기술의 융합
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• 제9권4호
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• pp.13-22
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• 2023

최근 들어 구찌, 생로랑, 루이뷔통과 같은 글로벌 명품 패션 브랜드들이 한국 현대 예술가들에게 특별한 관심을 보이고 적극적인 콜라보레이션 작업을 진행해오고 있다. 이것은 이전까지의 패션 브랜드의 협업 작업과 구별되는 새로운 변화라고 할 수 있다. 따라서 본 연구는 글로벌 명품 패션 브랜드와 한국 현대 예술가와의 콜라보레이션 사례를 조사하고, 그 유형과 특징을 분석함으로써 그 경향과 특징을 살펴보고 의미를 도출하였다. 그 결과 패션브랜드들은 다양한 장르의 한국예술작품의 특징을 브랜드 컨셉과 추구하는 가치와 융합하여 새로운 감성의 고부가가치의 상품을 창출하고, 패션 상품과 한국의 현대 예술 작품을 함께 미학적 측면에서 감상과 담론을 이끌어 낼 수 있는 장을 마련하고자 하였다는 점을 알 수 있었다. 또한 한국의 예술 문화적 정서를 활용하여 국내 고객들이 친근감을 가지고 브랜드 스토어를 방문할 수 있도록 마케팅의 측면에서도 협업을 활용한 것으로 나타났다. 본 연구 결과를 바탕으로 현대 패션 산업 발전에 도움이 될 수 있는 패션과 예술의 다양한 콜라보레이션을 위한 창의적인 콘텐츠 개발을 위한 기초자료를 제공하고자 한다.

• 패션비즈니스
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• 제14권3호
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• pp.64-74
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• 2010

The purpose of this study is to broaden the realm of the fashion design using print hereafter and to urge designers to the better quality design by presenting successful case. As a method of the study, the literature and visual data in this study were reviewed focusing on the 1960's, which was Pucci's golden age. For the historical background, textual and visual data related to sixties fashion and Italian fashion were referred. Foreign literature was investigated to study life of Pucci and his design tendency in fashion because domestic papers and research data were rare. Out of this, characteristics of fashion design of Pucci and conclusion were extracted. Emilio Pucci was born to an illustrious Florentine aristocratic family in 1914. He was a designer, businessman and politician. Pucci's design has following characteristics. Firstly, gorgeous geometric prints with brilliant colors were key factor in Pucci's fashion design. Secondly, Pucci's design in fashion was a luxury sporty casual style symbolizing wearer's status and position in society. Thirdly, Pucci liberated the wearer's body using light and stretch material matching comfortable and active style. Lastly, Pucci developed total fashion dealing with various items widely including clothes and non-clothing products.

• 한국의류학회지
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• 제44권5호
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• pp.878-892
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• 2020

This study investigates the influence of social exclusion type and presence of others on consumers' on-going purchase intention when purchasing fashion luxury goods. This study also identifies the moderating role of self-efficacy in which the interaction effect of social exclusion type and presence of others on on-going purchase intention. For the experiment, 2(social exclusion type: being ignored vs being rejected)×2(presence of others: presence vs absence)×2(self-efficacy: high vs low) factorial design was used. The findings of this study are summarized as follows. First, the result showed that there was no difference in on-going purchase intention according to social exclusion type. Second, the result showed that there was a significant interaction effect between social exclusion type and presence of others. Third, the three-way interaction effect of social exclusion type, presence of others, and self-efficacy was statistically significant. The results of this study provide useful information on which direction is needed to mitigate negative consumer behavior caused by social exclusion at the service interface.

• 한국의류학회지
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• 제30권9_10호
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• pp.1464-1475
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• 2006

This thesis is purported to contemplate glamour look reflected in fashion history, thereby to establish the styles of glamour expressed in fashion trends and to provide the categorical basis of fashion design. For such purposes, this thesis first provides the historical survey on the glamour look in fashion, and to conduct a case study by conducting survey of fashion photographs captured in an internet site called Firsview(www.firstview.com) during most recent ten-year period covering $pr\^{e}t-\`{a}-porter$ design products presented by ten leading Italian designers. Based upon the historical survey, there are four representative styles in glamour looks, including (1) luxury glamour, (2) hyperfeminine glamour, (3) kitsch glamour, and (4) romantic glamour. Luxury glamour looks were most often utilized by fashion designs of Valentino and Armani, which can be characterized by frequent usage of glittering details intended to emphasize the surface decoration. Hyperfeminine glamour looks were characterized by the frequent usage of black color in an effort to create fetish atmosphere or sensuality, which can be discovered from the fashion designs of Versace, Cavalli and Ferre. Kitsch glamour looks were characterized by the appropriation of details of vulgar subcultural features mixed with strong color combinations and ethnic trimmings. Versace, Cavalli and Dolce & Gabbana were the main designers of kitsch glamour looks. Finally, romantic glamour looks, which were mainly expressed by Valentine, Dolce & Gabbana and Versace, were characterized by nostalgia and luxury with light colors and materials such as lace and transparent fabrics.

• 복식
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• 제66권2호
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• pp.32-44
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• 2016

Having set a trend for luxury fashion brand markets since the $17^{th}$ century, France has established the norms and the forms of the fashion business. In addition, it has maintained its status as a leading fashion power by discovering economic value from the intangible value of design and brand, and developing fashion into a high value-added industry. This paper aims to examine the socio-cultural factors that have exerted a positive influence on the formation of "fashion power" in France from a historical perspective. It will focus on four major external historical factors that made France the top fashion power: insights and innovation of French leaders as well as their constant concerns and efforts for the promotion of fashion, a tradition of experimental cultures and arts, open and the public-centered social environment and an atmosphere of cherishing the values of creation, and the establishment of a legitimate system that protects them.