• Journal of Fashion Business
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• v.11 no.2
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• pp.113-128
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• 2007

The purpose of this study was to comparatively analyze advertisements of prestigious products and domestic fashion brands through fashion magazines. Especially, a comparative analysis of creative advertising strategies of prestigious products and fashion brands will be vital in establishing advertising strategies and marketing planning of domestic fashion brands. This study targeted and analyzed all the advertisements of prestigious fashion products and domestic career women's high-end casual brands printed in VOGUE KOREA and ELLE KOREA in 2005 and 2006. Descriptive statistics and x2-test were used. As a result of the analysis, prestigious product advertisements accounted for 197 (57.9%), and domestic fashion 143 (42.1%) out of a total of 764. Except for duplicates, the 340 advertisements analyzed, were selected for this study. Luxury fashion brand advertising accounted for more than domestic fashion brands in the magazines studied. That is luxury fashion brands have greater exposure to consumers. Based on the results drawn in this study for fashion products, various and unique advertising strategies utilizing visual factors that most effectively delivered to consumers are imminently needed as creative strategy measures in domestic fashion advertising.

• Journal of Communication Design
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• v.64
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• pp.64-75
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• 2018

Luxury fashion brands, which have dominated the market of high-priced apparel, bags and shoes, are recently showing changes of stepping into the cosmetics market. The purpose of this study is to examine how luxury fashion brand identity is transferred to cosmetic brand while expanding into luxury cosmetic brand, and to analyze the plastic signs of cosmetic package design and to analyze visual identity through a semi-symbolic system. Therefore, in this study, we tried to analyze the visual semiotic analysis of the package design such as the cushion compact, the lip tint and the brand logo which appeared in the popular product line of the fashion luxury brand such as Yves Saint Laurent and Armani. As a result of the analysis, this study has identified the semantic qualities expressed by each plastic element through the visual semiotic analysis process of the cosmetic package of Yves Saint Laurent and Giorgio Armani. These traits were found to be used as visual signs to reveal the 'Classicism' identity pursued by Yves Saint Laurent and the 'Baroque' identity pursued by Armani. Based on the results of this study, this study finds that the brand identity as a fashion brand is not transferring to the visual identity of cosmetic brands in the case of Yves Saint Laurent. On the other hand, this study found that Armani uses visual communication strategies to effectively transfer the brand identity as a fashion brand to the visual identity of cosmetic brands. On these two different results, it is necessary to examine whether luxury fashion brands and also Korean fashion brands are expanding into the cosmetics market and how they can better grasp the existing brand identity and apply it to the communication strategies of cosmetics brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.2
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• pp.209-218
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• 2003

The Purpose of this study is to investigate the effects of the perceived luxury characteristic and consumer's conspicuous consumption on the fashion luxury involvement. The subjects were Korean 443 women from 20's to 50's living in Seoul. The reliability analysis, confirmatory factor analysis and structural equation analysis by AMOS 4.0 were used for statistics analysis. The results are as follows; 1) The perceived aesthetic taste and luxurious aspect of fashion luxury directly influence on fashion luxury involvement through hedonic consumption value. 2) The perceived luxurious aspect and traditional value of fashion luxury directly influence on negative luxury consumption value, but negative consumption value does not influence on fashion luxury involvement. 3) The well-known brand orientation, face-saving consumption, and value orientation directly influence on fashion luxury involvement.

• Journal of Fashion Business
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• v.22 no.5
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• pp.1-14
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• 2018

The purpose of this study was to define the purchase behavior of online luxury fashion brand consumers that soon became new luxury consumption trends. To investigate online luxury fashion brand consumer's purchase behavior, three variables were suggested based on advanced researches. These variables include economic value, item variety and pleasure. Purchasing luxury online was not common but as cross-border online shopping market became popular, consumers began to purchase luxury items through online shopping platforms. Preliminary surveys was conducted on 20~40-year-old consumers who have experience in online shopping for luxurious items. Total 238 questionnaires were used for analysis. By using SPSS, frequency analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, t-test and ANOVA were conducted. The results of the study were as follow; first, consumer's purchase behavior appeared to be influenced by the order of pleasure of shopping, economic value and item variety. Repurchase intention appeared to be affected by the order of economic value, item variety, and pleasure of shopping. Second, online luxury fashion consumers perceived that risk does not affect purchase intention and repurchase intention. Third, as purchase intention increases, repurchase intention also increases. Fourth, shopping value, age and channel risk also indicated meaningful differences. As an early study of luxury fashion brand products purchased directly online, the academic significance can facilitate an overall understanding of consumer behavior such as usage motive, risk perception, behavioral intention.

• Journal of Fashion Business
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• v.26 no.1
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• pp.16-29
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• 2022

Environmental problems increasingly serious, and sustainability in the fashion industry has become an essential factor. Nowadays, numerous brands are engaging in sustainable fashion activities, such as recycling, vegan, fair trade, etc., which have not been done before. However, there are limited studies about sustainable fashion activities focusing on luxury brands. The purpose of this study is to establish the current status of luxury brands' sustainable fashion activities based on the macro trend of Todeschini et al(2017)'s thesis. This study selected six global luxury fashion brands Louis Vuitton, Hermes, Gucci, Prada, Burberry, and Stella McCartney. Data were collected from the brand's websites and reports, fashion magazines, and Google. As a result of the study, the following adjustments are being implemented; first, efforts are being made to reduce the consumption of natural resources. Second, transparency on working conditions is provided in various ways. Third, luxury brands' awareness of the sharing economy was not opened. Fourth, efforts are being made to develop eco-friendly materials and technologies to minimize wastage. Based on these research results, if applied as basic data for the development of Korean fashion brands and start-up companies, it will help establish directions of sustainable fashion strategies.

• The Research Journal of the Costume Culture
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• v.28 no.5
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• pp.621-638
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• 2020

Luxury companies are striving to improve their communication with customers while paying attention to online promotion and marketing activities. As companies interact with customers in luxury brand communities via various channels, they yield consumers higher value throughout the effective consumption process. In addition, this connection enhances customers' understanding of the company, making it easier for companies to acquire empathy from customers. This study aims to analyze the value factors that affect luxury brand community members' purchase intention and brand attitude. This study utilizes online survey results of four hundred prestige brand community users in China. The results reveal the positive effects of customer engagement on customer psychological empowerment and flow, the positive impacts of customer psychological empowerment and flow on community identity and brand attachment, the positive effects of community identity on purchase intentions, and the positive effects of brand attachment on purchase intentions and brand attitude. Furthermore, the results show that community types and fashion involvement partially moderate customer engagement. This study provides theoretical suggestions for relationship marketing in the luxury brand community environment. Last, this study presents practical implications that companies could utilize to create an emotional connection with their community members, resulting in an increase of customer support.

• International Journal of Advanced Culture Technology
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• v.10 no.2
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• pp.281-291
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• 2022

Recenlty, the category of luxury wearbles has expanded and the relevant reseach has been scarce. The study tests whether the emotional mechanism regarding luxury wearables within e-tail affects luxury brand perceptions. Furthermore, it tests the moderation effect of gender in the mechanism. A total of 393 responses from U.S. populations were collected through an international research company with using online survey methods. In the results, the positive and direct effect of dominance on positive emotion was significant, and the positive emotion significantly increases perceived brand luxury. However, no direct effect of dominance was found on perceived brand luxury. The moderation effect of gender in the relationship between positive emotion and perceived brand luxury was found positive and significant, but the hypothesized moderation effect of gender was insignificant in the relationship between dominance and perceived brand luxury. Implications and study limitations are discussed.

• 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.

• Human Ecology Research
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• v.54 no.1
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• pp.97-106
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• 2016

The purposes of this study were to examine the effect of consumers brand identification of a luxury fashion brand on brand attachment and to determine the moderating influences of self-monitoring and social self-esteem on this effect. For this study, a questionnaire was developed through a literature search. The developed survey was then conducted by means of on-line and off-line questionnaires. Data from 228 women with experience in buying luxury fashion brands was analyzed with descriptive statistics, Cronbach a, factor analysis, regression, two-way one-way analysis of variance (ANOVA) and t -test using SPSS for Windows 21.0. First, the brand identification of consumer was composed three factors; actual, ideal, social identification. The brand attachment was composed five factors; emotional, dependency, attraction, intellectual curiosity, and general interest. Second, it was shown that brand identification has a positive influence on brand attachment. Third, it was also shown that there is a moderating influence from self-monitoring on the effect of consumer's brand-identification of a luxury fashion brand on brand attachment. Interaction effect between consumer's brand-identification and self-monitoring was found out to be meaningful at brand affect. Fourth, there was an additional moderating effect from social self-esteem on this effect. Interaction effect between consumer's brand-identification and social self-esteem was found out to be meaningful at brand affect.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.2
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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.