• 한국의류학회지
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• 제45권5호
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• pp.741-757
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• 2021

In addition to direct sales to consumers, the direct-to-consumers (D2C) strategy, which provides specialized experiences and services, communicates closely with a consumer's perspective. This tendency is related to the recent trend wherein the luxury fashion system is being transformed into a new luxury. Therefore, this study analyzes the development of online D2C platforms and investigates the characteristics of new luxury from the functional, symbolic, and experiential dimension perspectives based on mobile apps, which is becoming increasingly important among online D2C platforms. Based on the study results, the premium of new luxury fashion displayed in Louis Vuitton's mobile D2C platform in terms of product utility and functionality is newly defined as a usable luxury experience. Moreover, from the heritage perspective, based on the cultural sympathy of the brand contents, we determine that an attachment can be formed between new luxury fashion consumers and brands. Additionally, the personalization service and experiential content on the D2C platform can directly afford emotional and bonding induced brand immersion in a playful way.

• 한국의류산업학회지
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• 제13권5호
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• pp.717-727
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• 2011

As new luxury brands are becoming more popular, recent new luxury consumers are showing different tendencies of consumption. The purpose of this study is to investigates the specific bond between the product benefits for new luxury fashion brand and the consumer-brand relationship. Specifically this study conceptualizes the dual path which leads to brand loyalty and brand commitment. 300 data from on-line survey were collected from middle class women who had trading up needs and respondents were asked to select their favorable new luxury fashion brand. As a result of an exploratory factor analysis to identify the structural dimensions of product benefit for new luxury brand groups, four factors were extracted; psychological/emotional benefits, social/symbolic benefits, self-expressive benefits, and product functional benefit. Additional results show that brand attitude had more positive effect on brand loyalty and brand attachment had more positive effect on brand commitment. The findings of this study contribute to provide practical implication on market segmentation for new luxury brands.

• 한국의상디자인학회지
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• 제24권1호
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• pp.1-14
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• 2022

In the past 10 years, the luxury goods market growth has significantly outpaced other consumer goods categories. Its market value exceeded US $1.2 trillion globally in 2018. In response to this significant consumer demand, the product portfolio of luxury brands has been modified, as several products that previously were exclusive have now released lower-priced versions. This phenomenon is called new luxury. These new luxury products, however, have caused the democratization of the luxury that threatens the exclusivity of luxury brands. In this circumstance, luxury consumers are becoming disillusioned with the vulgarization of luxury goods and prefer exclusive luxury experiences. In order to keep pace with the changes in the luxury consumer needs and promote the brand image with a creative and luxurious connotation, luxury brands are increasingly associating with contemporary art through diverse channels. However, there is a lack of theoretical research investigating the main points to be considered when applying contemporary art to luxury brands and attempting effective brand communication. Therefore, this study aims to provide insights into the key issues for luxury brands when applying contemporary art for effective brand communication. An in-depth case study with the luxury fashion brand, Louis Vuitton, was carried out to better understand contemporary art applications and obtain analytical insights. Through the research, key insights were identified as follows: 1) setting a clear objective for art application based on an in-depth understanding for both the art and the luxury brand, 2) sending harmonized and coherent messages from all perspectives by using a variety of different communication channels, 3) providing a meaningful customer experience by considering the characteristics of contemporary art.

• 한국의류학회지
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• 제29권2호
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• pp.267-278
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• 2005

Fashion luxury products, which used to mean high-quality, handcrafted not-so-trendy items, are nowadays regarded as expensive fashion merchandise produced under the name of imported well-known brands. People cunsuming fashion luxury products distinguish themselves from other people according to the luxury fashion brands they are using, and as a result, advertisements of fashion luxury products are taken as a kind of international language. The purpose of this study is to point out the socio-cultural meanings of consuming fashion luxury products, by analyzing images shown in advertisements of fashion luxury products focusing on women's images. To do so, this study is based on general theoretical background on fashion, consumer culture advertising and analysis advertisements of fashion luxury products shown in fashion magazines in recent three years. The result of this study is as follows; The images of the advertisements of fashion luxury products could be categorized as (1) elegance, (2) kitsch and (3) fetish. Elegance is a taste of high society, aesthetically chic and feminine. Fashion luxury products, which are merchandise of extravagance, dignity, refinement, feminity and harmony, exhibit high-quality grace through their advertisements. Kitsch represents the vulgar and popular images of trivial commodities of industrial society. In the advertisement of fashion luxury product, it is shown as inappropriateness, excessiveness, stereotyped pleasantness, exaggeration an playful satisfaction. Finally, fetish images represent erotic or perverted sexuality, based on psychoanalytic fetishism which objects are regarded s substitute of sexual orgasm. The advertisements of fashion luxury product are characterized as (1) popularization of luxury, (2) objectification of sex and body, and (3) re-aestetification of anti-aesthetics. The asvertisements of fashion luxury products are actually targeted to the middle class with successful career women's images. They objectify female bodies through fetishistic images. Also, the deviant subcultural style, represented a new kind of cultural capital, is now reproduced as a new commodity aesthetics.

• 패션비즈니스
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• 제14권5호
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• pp.195-215
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• 2010

The emergence of the luxury market has led numerous academic researchers, as well as marketers in the luxury market, to pay attention to both identifying luxury brand features and measuring perceptions toward luxury brands. Especially, Korea is a significant emerging market for luxury goods. Young consumers and male consumers are getting into the luxury market fast and these new segments will keep increasing. There are only a few studies related to distinctive definitions of luxury brands and measurement development for the Korean market. However, there are some limitations in these previous studies in that they did not capture the nature of luxury due to their inappropriate of subjects and approach in data collection and to lack of a perspective of Korean specific features. Thus, the purpose of this research is to identify Korean consumers' perceptions toward luxury products and, ultimately, to develop a reliable and valid measurement items for the luxury products' features for the Korean market. Defining the three high constructs(functional, emotional, and symbolic aspects) as a key needs and benefits on luxury brands, we looked at four stages of development for generating and deducting items by luxury industry experts and luxury consumers, as well as for testing measures by 20th~60th consumers. As a result, this study confirmed that luxury brands consists of high quality, high price, unique design, and luxury store; the emotional aspect construct combines craftsmanship, VIP service, and high social status; and the symbolic construct includes brand heritage and being a well-known brand. Finally, 22 measurement items (Measures of Luxury Brand for Korea: LBK) were developed for the conceptual features for luxury brands from a Korean perspective. This study provided understanding of Korean consumers' perceptions toward luxury brands from an academic perspective. For the managerial implication of this study, LBK can be utilized to judge both luxury brands and mass brands, to diagnose current a brand's luxuriousness, from the customer's point-of-view, and, finally, to measure a Key Performance Index (KPI) of luxury brand companies.

• International Journal of Internet, Broadcasting and Communication
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• 제16권1호
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• pp.1-10
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• 2024

The current study examined the causal relations among sustainable luxury campaigns' message framing types (negative vs. positive), sustainable brand image and perceived consumer effectiveness. The study tested the moderation of perceived brand luxury about the message framing types, sustainable brand image, and perceived consumer effectiveness. An online survey adopting luxury product is conducted with a total of 194 Korean consumers, testing the hypotheses. In the results, the message framing type is found to significantly affect perceived consumer effectiveness but not sustainable brand image. Perceived brand luxury significantly negatively moderates the relationship between the message framing type and perceived consumer effectiveness but not between the type and sustainable brand image. The results supported the positive influence of perceived consumer effectiveness on sustainable brand image. The moderation of perceived brand luxury was confirmed only for the relationship between the message framing type and perceived consumer effectiveness. The results empirically confirm that the message frame of luxury marketing could positively affect consumers' attitude formation, such as perceived consumer effectiveness, which is consistent with previous studies' research results. The results document that luxury brands using a negative message frame type had a more significant effect on perceived consumer effectiveness than the positive frame type. The findings contribute to the literature of new media-based sustainable marketing of luxury products as to how it affects consumers' brand evaluation and purchase intention, focusing on the causal relationships among the message-framing type of sustainable luxury marketing, sustainable brand image, and perceived consumer effectiveness. Given the increasing pursuit of sustainability in the luxury industry, the results contribute to deriving implications for sustainable marketing of efficient luxury brands.

• 한국의류학회지
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• 제34권8호
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• pp.1303-1318
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• 2010

This study is to understand the characteristics of Korean and Japanese consumers by analyzing the relation among consumer attitudes, concepts, and knowledge about luxury brands. In addition, the present study is to help to establish more effective marketing strategies for luxury companies by providing new data based on consumer knowledge. The author conducted a survey on a total of 816 male/female Korean and Japanese subjects ranging in age from 20 to 50s. The results of this study are as follows: First, Korean consumers have more positive attitudes toward luxury brands than Japanese consumers. Second, regarding the concepts about luxury brands, Korean consumers have concepts of luxury such as "involvement" "symbol of status" "scarcity" and "hedonism"and Japanese consumers have concepts such as "involvement" "ostentation" "high value"and "ornamentation" Third, Korean consumers are more confident in their knowledge and experiences about luxury brand consumption than Japanese consumers. The subjective knowledge has positive impacts on consumer attitudes toward luxury brands and becomes one of the reasons for the friendlier attitudes of Korean consumers toward luxury brands, compared to Japanese consumers. Fourth, the level of objective knowledge of Korean and Japanese consumers is high; but there is no statistically significant difference in the two countries.

• 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.

• 한국의류산업학회지
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• 제18권1호
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• pp.1-14
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• 2016

This study analyzes consumers' preference trend, positive and negative factors in regards to luxury brands by researching changes in the consumer awareness of luxury brands, preference trends and psychological awareness based on big data to suggest a creative business strategy for corporations that can help Korean brands enter global luxury brand markets. The study results are as follows. Preferred items (consumer) psychology, positive awareness and negative awareness were derived based on the last five years of social big data on Korean consumers' preferred brands. First, the Korean consumers' preferred brands for the recent five years indicated that Dolce & Gabbana (2013), ESCADA (2012), Gucci (2011, 2009) and Chanel (2010) were most preferred and Prada, Louis Vuitton, Hermes, Burberry, Fendi, Givenchy and Dior were also shown to be preferred brands. Second, bags (such as shoulder bags) were shown to be the most preferred items for luxury brand items that consumers wished to own. Third, it was analyzed that keywords for consumer psychology in regards to luxury brands included: diverse, new, outstanding, overwhelming, luxurious, glamorous, worldwide, famous, success and good. Fourth, consumers' positive awareness regarding luxury brands included: diverse, luxury, famous, outstanding, perfect, bright and luxurious. Fifth, negative awareness included: price factors of expensive, high price and excessive as well as factors to be improved upon such as old, bland, flashy, crude, unfriendly and fake.

• 한국의상디자인학회지
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• 제22권2호
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• pp.29-43
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• 2020

This study investigated the luxury supply chain management called 'See now, Buy now'. This has been a new way of controlling the supply and demand for luxury brands in the fashion industry since 2016. In this study, we explored the backgrounds and impacts of 'See now, Buy now' in the digital era. 'See now, Buy now' was launched by the fashion brand, Burberry in February 2016. It was the first luxury brand to showcase its entire collection using 'See now, Buy now' among the brands which showcase in Paris, Milan, New York, and London fashion weeks. That has not only caused many controversies in the fashion world but also generated followers. In this study, we analyzed 'See now, Buy now' in three aspects, economics, efficiency, and management strategy, and this was done through a literature survey on articles pertaining to 'See now, Buy now' and empirical surveys on Burberry's collections. Based on 'See now, Buy now', Burberry tried a new process of supply and sale. In the era of SNS, the spread of information is getting faster. The speed of SNS and changes in the fashion market combining IT and mobile technology are major changes faced by the fashion industry. 'See now, Buy now', a model of the new supply and demand in luxury fashion brands, should be noted as a new directional aspect for the future of the fashion industry. Since it was a relatively recent trend that started from the September show of Burberry in 2016, there was still a lack of academic discussion or prior research on this phenomenon. Therefore this study aimed to predict future directions by recognizing the importance of 'See now, Buy now' in the fashion industry. Also, based on this research, the significance of this study was to present a management strategy that applies 'See now, Buy now' to the future of the fashion industry in the digital era.