• Journal of the Korean Society of Costume
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• v.24
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• pp.217-233
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• 1995

The ultimate purpose of this study is to suggest the most effective marketing strategy for the clothing consumer market based on the new generation consumer's clothing selection behavior analysis. In this thesis, it is appempted to make a progress in the new gen-eration consumer's clothing life style types, in clothing purchase behavior analysis among the clothing life style, and also in the marketing strategy for marketers. The subjects selected for the final analysis are 412 the new gerneration women of age 20 thru 34 in seoul and satellite town area. Data were processed the spss package program. As for the analytic method, factor analysis, clustering analysis, XCross-tubulation, F-test with ANOVA, frequency and percentage were applied in the survey. The major findings are as following : life style is classified into four types : The characteristic fashion-directory type(25.7%) ; The reason traditional type(9.0%) ; The sen-sitivity fashion-following type(11.0%) ; The community brand-conscious type(54.3%). 2 Clothing life style types characteristic of the new generation consumer proved that clothing life style types are a significant difference according to the life style, the fashion consciousness and the average monthly spend-ing on clothing. 3. There is an important discrimination according to the clothing life style types in their clothing purchase behavior such as infor-mation usage, clothing choice criterion and brand loyalty. 4. Based on the result of our analysis and the review of literature, the marketing strategy is suggested that characteristic and new design development is efficient way to consumer's purchase need. Therefore apparel industary which pursue an added value must frame marketing strategy on the basis of the target consumer's sensitivity characteristic according to the life style and fashion consciousness.

• Journal of Fashion Business
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• v.23 no.2
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• pp.89-109
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• 2019

The purpose of this study was to develop licensed fashion products based on the analysis of Korean professional baseball licensing. This study reviewed the introduction of sports marketing, licensing programs, and analyzed the current status of licensing brands and products in Korean baseball clubs. Based on this analysis, high value added licensed products were developed for Korean professional baseball clubs. The results of this study were as follows. First, all Korean baseball clubs operated offline shopping malls in their home stadiums and posted online shopping mall links on their websites. Moreover, licensed products were developed through agreements with sports and licensing companies, and sales were being done through official shopping malls, open markets, and shopping malls. Various marketing for specific events or targets were not done well. Second, licensed products were mostly fashion products such as clothing and hats. Most of them were unisex wear, but the proportion of fashion products for women was not large. Also, while the licensed products used elements that made the baseball team feel symbolic throughout, they sometimes sold products that did not reveal the identity of the professional baseball team, with an emphasis on motifs that were unrelated to the team. Third, this study selected KIA Tigers and developed 27 kinds of women's licensed fashion products including textile designs. Through this research, it was derived that there is the need for integrated marketing of Korean professional baseball, diversification of consumer-based licensing products, and enhanced entertainment products for the Korean baseball cheering culture.

• Journal of Distribution Science
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• v.20 no.8
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• pp.81-91
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• 2022

Purpose: The work aimed to integrate and distribute the knowledge of marketing and chemistry for product development, in which individual packaging from water hyacinth was ideal. Research design, data, and methodology: A customer perception was surveyed to guide the preparation process, and eco-packaging preparation followed the perception study. The satisfaction with the packaging using the 4Ps was determined. Results: 159 samples participated in the survey to establish their perceptions. They perceived that eco-packaging was a friendly environment with a score of 4.47. The uses of chemicals and water were less. The design for other functions than a normal function of packaging was preferred. The pulping was done using 3.0 M NaOH. The natural additives of carboxymethyl cellulose (defibering) and corn starch (adhesive) were desired. The paper was characterized according to The National Standard of Kraft paper and was equivalent to the liner board. The prototype of packaging was fabricated as individual packaging. The marketing mix was used to survey 200 samples. The satisfaction with the product was the maximum at 4.53, while the minimum was on price. The online channel was preferred to access the product. Conclusions: Water hyacinth could be added value as eco-packaging that the qualities of pulp were equal to the Kraft paper. Individual packaging from water hyacinth was satisfied.

• Korean Institute of Interior Design Journal
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• v.20 no.1
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• pp.109-116
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• 2011

As urbanization has evolved, a number of cities have been engaged in building creative power through branding. Cities contain much creative space and creative space within cities develops them. Cities are connected with space, which have a great influence each other, in particular, in cities of culture and art. Space contents in cities have various forms and types and work as important factors for branding of cities. In this high-touch generation, cities of culture and art have special meaning in that design of emotional generation, and cultural meaning of tangible and intangible assets in cities are their competitive power and sources of high added value. The cities of culture and art are oriented toward creative future globally and nationally. In cities of culture which seek for urban development by excavating artistic meaning and value through artistic and cultural development, their cultural meaning itself can become a brand, which effectively leads to building creative cities and marketing of urban brands. This study aims to analyse cases of cities developed through discovering or reactivating art and cultural meaning and value of urban space based on urban space contents. Then it analyses through what urban image, brands and marketing space contents were developed and suggests necessity of space contents development in small and middle sized cities. Therefore, based on the cases of art and cultural cities developed depending on space contents, it analyses and differentiate their various types and contents, aiming to show that any cities can be based on art and culture and creativity depending on creation, regeneration and development of space contents.

• Journal of agriculture & life science
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• v.45 no.2
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• pp.135-145
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• 2011

Recently, silk farming trends are changed from silk production to functional production because of a slump in only silk production. The 'Functional silk farming production promotion and assistant ACT', which has been enacted and effective since 2009, provides an environment to create the integrated functional sericulture production program. The purpose of this study is to derive the current industry status and the development strategy resulting in promoting and creating a new value-added industry. The main items to be improved in current sericulture industry are production infra and facilities, post-harvest storage technology, processing and marketing, sericulture farming products trading, exporting and merchandised promoting, farm management and farm income etc. Future sericulture industry should be focus on Mulberry production and Processing instead of silk farming only for a new valued added industry.

• Journal of Digital Convergence
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• v.10 no.5
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• pp.327-331
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• 2012

Although crafts industry in Chungcheongbuk-do where Cheongju International Craft Biennale is held has an excellent infrastructure, it is backward comparing with other regions. So we face up to the reality and desire to contribute to the creation of added value and the development of local crafts culture through study on the here and the hereafter of Chungbuk crafts industry. We figure out the customer satisfaction and the potential customer preference for cultural products on sale currently. Then, we establish a detailed marketing strategy and study the way how we can solve the current difficulties including design, technique and marketing.

• Korean Management Science Review
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• v.12 no.2
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• pp.1-14
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• 1995

Recently Korean textile industry has been in the phase that requires its strategy change from the less-develped country style of the labor-intensive products to the developed country style of the technology-intensive products. It needs to make more efforts to develop the value-added products to meet the customer's various needs. In addition, development of technology, equipment, and design is required to implement its corporate strategy successfully. Although Korean textile companies have currently kept skillful labor and advanced equipments, they are losing their share in the international textile markets. This is mainly because corporate management has not been involved with efficient strategy. Strategy is an adoption of a company to environment by its corporate members, thus leading to the requirement of coordination of the main functions such as manufacturing and marketing. In fact, the coordination of the two departments toward reaching the corporate goal is not easy since the two are interested in different areas, respectively. Manufacturing people show their interests in production capacity, equipment layout, process technology, quality, purchasing, and labor while marketing people, target customer, product mix, advertisement, product specification, and customer service. For this reason, conflicts sometimes happen between the two departments. There are, however, many area that need a horizontal cooperation, for instance, in layout, process technology, product mix, and potential demand. Therefore, reciprocal coordination is necessary for achieving the firm's common objectives. This study was concerned with determining the factors that enhance the competitiveness of textile firms so that they could reach the common goal of the two departments with a horizontal collaboration.

• The Journal of Industrial Distribution & Business
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• v.10 no.5
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• pp.21-26
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• 2019

Purpose - The IT convergence industry, which is the subject of this study, is the main strategy field during the 4th industrial revolution era. Against this background, it is urgent to establish policy measures to survive and spread export products in the global industries. Research, design, data and methodology - In order to achieve this goal, we conducted the Importance - Performance Analysis (IPA) and found that it is necessary to develop tailor - made marketing support for small and medium sized IT exporters and to develop export strategy products with competitive technologies. Results - Above all, customized marketing support for IT export-related SMEs was needed. Next, in the first quadrant, strategic products, qualitative level, global, value added, and information systems were included, and it was found that 'development of export strategic products with competitive technologies' was necessary. In the third quadrant, related variables calculated at present time are not urgent variables. Conclusions - In this study, it would be necessary to calculate the additional implications of the variables that are not considered in this study, including future studies, because the methods considered here as analysis variables are carried out in comparison with the previous studies.

• The International Journal of Costume Culture
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• v.7 no.1
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• pp.28-39
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• 2004

The Korean textile industry the driving force of Korea's economic development, is faced with difficulties due to domestic and foreign influences. The purpose of this paper is to examine what measures are necessary for overcoming such difficulties. As the first step, We conducted a month-long survey, in August 2003, of 157 small-medium firms operating in the Korean textile industry to collect information about difficulties that they face in carrying out their business. According to the result, small firms performed badly in sales and facility investment efforts for 2003 due to worldwide economic depression. They, however, actively pursued new technology development in order to improve their competitiveness. Profits and productivity decreased with reduced sales, and their view on the next year’s perspective is also very unfavorable. Especially many firms intend to maintain or even lower the level of sales goal for 2004, reflecting the sluggish market environment. According to the survey, under such circumstances, as many as 74% of firms wanted to turn the tables through the development of highly sensuous material and improved marketing efforts. One of potential answers to this problem, which is suggested by the survey, is to establish a consulting service institution to provide promptly marketing data and information on textile and fashion market and trend in Italy. Especially, firms surveyed have shown a great deal of interest in Italian consulting service for new textile material developments. While they want the service for high value-added product development, they are reluctant to do so because of the uncertainty of its future effects and high consulting fees.

• The Research Journal of the Costume Culture
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• v.10 no.5
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• pp.493-503
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• 2002

This study examined consumer characteristics and consumers' clothing purchase behavior for each of the four fashion brand types. The ultimate purpose of this study is to suggest the most effective marketing strategy for competitive advantage in fashion brand strategy. The subjects selected for the final analysis are 412 women of age 20 thru 34 in Seoul and areas. The data were analyzed using frequency, percentage, factor analysis, chi-square test, ANOVA, duncan test. The results of our study indicate that it is possible to meaningfully describe and contrast four brand types based on consumer's characteristics and purchase behavior. 1. The clothing brand is classified into four types : Designer brand 10.9%, National brand 27.2%, Middle-price brand 36.2%, Low-price brand 25.7%. 2. There are significant diferences according to four brand types in the demographic traits such as age education and income the average monthly spending on clothing. 3. There are an important discrimination according to tow brand types in their clothing purchase behavior such as information usage, clothing choice criterion and brand choice motivation. 4. Based on the result of this analysis and the review of literature, the brand strategy is suggested that characteristic and products development is efficient way to each brand consumers' purchase need. Therefore each brand which pursue an added value must frame marketing strategy on the basis of the target consumers' sensitivity characteristic according to the fashion consciousness.