• Fashion, Industry and Education
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• v.16 no.2
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• pp.40-51
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• 2018

Sustainability is an important topic within a variety of design areas, including fashion. The 'fast fashion' behavior of consumers is one of the big challenges that sustainable living faces. For the fashion industry, sustainability can be seen as a regulating ethos for higher quality and longer-lasting products, which I argue as embodying an intersection between sustainability and luxury. This study establishes a conceptual model for 'sustainable luxury' that can be implemented as a guide in the fashion design industry and education field. This paper will focus particularly on craft-based fashion within the industry. Through conceptual analysis and case studies, I analyze sustainable luxury through the scope of Soper's (2007) 'alternative hedonism', linking hedonic and selfidentity values as a foundation for the acceptance of and continued drive toward more sustainable luxury products. Unlike other studies which only emphasize the ecological and environmental aspects of sustainability, viz. green/eco design, this study explores sustainability as balanced with its four dimensions: environmental, economic, social, and cultural. Case studies will exemplify this redefined notion of sustainable luxury.

• Fashion & Textile Research Journal
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• v.10 no.5
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• pp.739-747
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• 2008

There have been increasing consumption of luxury fashion and recent marketing researches on luxury syndrome, trading up, etc. in mass fashion today. Historically the consumption of luxury had been concentrated on only upper class in the past. But since 20th century, the mass consumers of modern consumptive society show their interests in luxuries which had been preoccupation of few elite class. Accordingly, it can be thought that the historical review on the changes in the meaning of luxury should be necessary for a better understanding of modern luxury consumption in sociocultural context. The purpose of this study is to grasp the sociocultural meaning of luxury in modern fashion with a holistic viewpoint by examining the changes of luxury consumption in mass fashion. It will be helpful as a conceptual approach of modern luxury consumption. For this, the documentary study has been executed. It focused on since 20th century, which can be the root of mass productive and consumptive society in fashion history. The results are as follows. The luxury in court elite system before 20th century had been concentrated on few elite class exclusively but gradually began to be represented as inferior cheaper version by mass production according to their increasing interests since industrial revolution. The luxuries in elite designer system in the first half of 20th century were represented as illegal design piracy and legal genuine reproduction in spite of problems brought about between originality and copy. The concept of mass as consumer was virtually alienated in both systems. But in fashion system since the second half of 20th century, various types of consumer luxuries has appeared on account of the trading up phenomenon in drastic growth of mass culture.

• Journal of Fashion Business
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• v.14 no.3
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• pp.20-34
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• 2010

The purpose of this study is to clarify the relationship between consumption behavior and fashion orientation for luxury brands in Japanese and Korean consumers. For this study, the author carried out a questionnaire survey with objects of 816 Koreans and Japanese, and analyzed the relations among consumer attitude, purchase behavior, lifestyle and fashion orientation. First, in Korea, all fashion orientations gave positive effects on attitude toward luxury brands, and especially it has a significant relation with factors affecting luxury brand consumption, so when luxury enterprises establish a marketing strategy for Koreans, they need to refer to fashion orientation intensively. Second, as a result of analyzing the relation between fashion orientation and purchasing behavior, it was found that fashion interest is an important factor affecting luxury brand purchasing behaviors, in both Japan and Korea. Third, Japanese luxury brand enterprises need to focus on consumers who prefer standard goods. while Korean enterprises need to focus on consumers who prefer specific brands. Lastly, in case of Japanese consumers, the more they pursue self-esteem and reasonable consumption, the higher they prefer standard goods, while the more Korean consumers pursue conspicuous consumption, hedonic consumption and self-esteem, the higher Koreans prefer specific brands.

• Journal of Fashion Business
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• v.13 no.2
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• pp.1-16
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• 2009

The purpose of this study was to analyze the signification system between logo and brand image systematically in imported fashion luxury brands through semiotic approach. For this purpose, 29 luxury brands were selected from 3 department stores. According to the visual characters of logo, the types of logo used in the imported fashion luxury brands were classified into three types and the results of this study were following : First, the luxury brands used the brand logo in common that represent the name of founder or fashion designer to deliver the character of company's own brand and to emphasize the spirit of a craftsman. Second, the luxury brands also used the brand logo that design the brand initial in symmetry of the right and left or top and bottom to emphasize a unique spirit of the brand. Third, the luxury brands used the brand logo that represent or symbolize a specific animal or object to express the special quality of the brand in descriptive type. Forth, the luxury brands used the most frequently black color in brand logo that symbolize a perfection, immortality and solemnity, etc.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.4
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• pp.630-647
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• 2021

As generations Y and Z gain influence, luxury fashion brands are interacting with younger digital consumers through fashion film, seeking to offer them a differentiated brand experience. Using a literature review addressing characteristics of fashion films as a communication medium and luxury fashion brands' heritage in the digital era, this study examines how brands express their heritage through fashion film, categorizing those expressions in terms of implicit meaning. The case study analyzed films from Louis Vuitton, Chanel, Dior, and Burberry uploaded to YouTube between 2018 and 2020. First, to retain their status as luxury, brands emphasize historical legitimacy. Specifically, they highlight their iconic historical image, their succession of creative directors, valuable historic locations, and diversity of consumer's brand experiences. Second, by stressing craftsmanship, integrating contemporary art and local culture, and utilizing a museum aura, they use brand heritage to acquire luxury status. Third, they attempt to mythify the founders by creating the persona of the fashion designer and the artist. The results show that the heritage depicted in fashion films is a key way in which luxury fashion brands resolve the tension between accessibility and exclusivity that they encounter and to get consumers emotionally engaged with brands.

• Fashion & Textile Research Journal
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• v.19 no.4
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• pp.411-420
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• 2017

With the increasing popularization of low-priced luxury markets, maintaining the genuine values of luxury has become crucial for luxury fashion brands to attract customers who want exclusivity and rarity. The world-leading luxury fashion houses have employed a variety of experiential marketing strategies like special order product strategies and mobile SNS promotion strategies, yet little research exists on there the strategies actually positively impact brand luxury images and customer attitudes towards the brand. This study empirically analyzed the effects of customer experience of special order products on perceived brand luxury and brand relationship. Furthermore, the study also tested relationships among perceived brand luxury, brand relationship, and brand loyalty. A survey was conducted with Korean female consumers who had purchase experiences of special order products from the brands. We analyzed the data of MTO-experienced respondents due to the lack of respondents who had experienced custom-made product services. The result indicates the significant effect of experience of MTO on brand relationship; however, we found only a partial support for the effect of MTO on brand luxury. Likewise, we found a partial support for the effect of mobile SNS promotion strategies on perceived brand luxury versus full support for the effect on brand relationship.

• Journal of Distribution Science
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• v.12 no.12
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• pp.107-118
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• 2014

Purpose - Due to the recent slowdown of growth in global luxury brands, which have been an engine of our domestic fashion market growth, there is an increasing need to develop a global market for domestic high-priced fashion brands. In spite of the large scale of trade between Korea and China with respect to fashion products, current trade concentrates on middle- and low-priced products rather than high-priced products. Diversification of the trade between Korea and China in terms of the price levels of trade products is needed. An understanding of Chinese consumption values and purchase intentions for luxury fashion brands will be very helpful for the establishment of strategies with the aim of increasing the level of trade with regard to high-priced fashion products. Therefore, the study aimed to identify the differences in the clothing consumption values of South Korean and Chinese women in their 20s, especially with reference to how those values affect their preference and purchase intention for luxury fashion brands. Research design, data, methodology - The study was implemented through a descriptive survey method using a self-administered questionnaire. The sample consisted of 283 Korean and 306 Chinese women in their 20s, residing in Seoul, Beijing, Guangzhou, and Shanghai. Data were collected from March 3 to 15, 2014. A total of 589 completed responses were analyzed. Data were analyzed by factor analysis, t-test, and multiple regression analysis. Results - Fivefactors for clothing consumption values were formulated: conspicuous/social value, fashionability value, personality expression value, hedonic value, and practical value. There were significant differences between Korean and Chinese consumers in clothing consumption values (except social value), preference, and purchase intention for luxury fashion brands. With regard to clothing consumption values, Chinese women attached more importance to fashionability value, personality expression value, hedonic value, and practical value than South Korean women. In addition, Chinese women's preference and purchase intention for luxury fashion brands were higher than South Korean women's. Second, in the case of South Korean women, social value, practical value, and fashionability value had positive effects on preferences for luxury fashion brands, while attractive/personality expression value and hedonic value had no influence. In contrast, in the case of Chinese women, social value and fashionability value had positive effects on preference for the luxury fashion brands. Third, in the case of South Korean women, social value and practical value had positive effects on purchase intentions for luxury fashion brands. In contrast, in the case of Chinese women, social value, personality expression value, and fashionability value had positive effects on purchase intention for luxury fashion brands. Conclusions - Considering the findings of the study, it is clear that differentiated marketing strategies are needed for luxury fashion brand markets in Korea and China. The results of the study could provide useful information that will help increase the effectiveness of luxury fashion brand marketing strategies in Korea and China.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.3
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• pp.546-558
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• 2021

As consumers' demand for corporate social responsibility (CSR) has increased, luxury fashion brands have been providing support for arts and culture as CSR activities. The purpose of this study is to examine patronage of arts and culture as corporate philanthropy and to analyze the motives luxury fashion brands have for supporting arts and culture. The study investigates patronage of arts and culture through literature reviews and conducts case studies of luxury fashion brands' patronage. The results of the analysis are as follows: first, patronage based on public interest reduces the social costs of arts and culture and helps to create aesthetic experiences for the public; second, sustainable patronage is not only priceless PR for luxury fashion brands, it also supports the development of arts and culture; third, authentic patronage obviates the criticism that luxury fashion brands only support arts and culture for the purposes of profit, by separating business operations from patronage. In conclusion, those three elements are at the heart of patronage for the arts and culture and fashion companies need to support culture and the arts by taking a long-term perspective when it comes to creating social value.

• Journal of Fashion Business
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• v.17 no.6
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• pp.125-140
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• 2013

The aim of this study was to analyze e-commerce sites of luxury fashion brands in order to provide insights on how to enhance online site quality. For the research, forty-eight components of thirty-one luxury fashion brands' e-commerce sites were investigated during October 2013. For the analysis of clustering e-commerce site components and segmenting e-commerce sites of luxury brands, a hierarchical cluster analysis was applied through using the Ward's method and squared Euclidian distance for binary data. Further, Fisher's exact test was applied in order to distinguish three groups of characteristics in the luxury e-commerce sites. These analyses were carried out by SPSS 21. The result indicated that the components of e-commerce sites were grouped into three categories: basic elements, additional elements and elements of building brand identity. These components were categorized by whether their functions were basic and essential or additional and advanced. The other norm of categorization was related to brand identity. Furthermore, the luxury brands' e-commerce sites were segmented into three groups: a group of endeavoring to promote goods, a group of undistinguished performance, and a group of endeavoring to intensify brand identity. In this segmentation, brand identity or promotional aspects were decisive. Overall, luxury brands were trying to convey their traditional strength through their e-commerce sites. In order to achieve this purpose, brand identity or promotional aspects played an important role.

• Journal of the Korean Society of Costume
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• v.62 no.1
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• pp.49-61
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• 2012

The purposes of this study were study intended to investigate effects of conspicuous consumption, sales promotions and images of the country of manufacture on Chinese consumers' purchasing attitudes to fashion luxury brands. The study was conducted by experimental conspicuous consumption(2)X[types of sales promotions(2) X images of the country of manufacture(2)] design by combining the 3 variables mentioned above. 312 women living in Chengdu were collected for this study. For data analysis, factor analysis, T-test, frequency analysis and ANOVA were used. The results were as follows: First, Chinese consumers' favor to fashion luxury brands: 2-way interactions, in sales promotions and images of the country of manufacture, was found for favor to fashion luxury brands. Second, Chinese consumers' purchase intent to fashion luxury brands: only the main-effects of conspicuous consumption and images of the country of manufacture was meaningfully positive. It demonstrates that only conspicuous consumption and images of the country of manufacture effected Chinese consumers' purchase intent to fashion luxury brands.