• Journal of the Korea Institute of Information and Communication Engineering
• /
• v.14 no.10
• /
• pp.2269-2276
• /
• 2010

This research shows how autonomous character agents work in 3D sports game and its application to advertising. It is a kind of interdisciplinary study between game and advertising. In other words, advertising can be used a beneficiary model in game industry. For the purpose of analyzing the role of agents, 3D table-tennis game and advertising tools are developed. The role of agents is booming up and focusing on the game by their voices and texts. In game, several famous brands are showed up as a mean of advertising. This study analyzed the role of agents and advertising from the game user's position. For validity and reliability of the research, questionnaires were analyzed. As a results, several facts are found. Firstly, the agents worked positively as a game boomer. More than half of the respondents answered the agents are useful for the game. Secondly, the advertising tools showed up on the game are helpful to understand the brand. In other words, the game is contributed to build up the brand image. These kinds of attempts may be significant in that the agents are performed as a parter of functional and woman-oriented game. And advertising brands when placed in the game could play the role of the game item or quest. The proposed method can provide the basic references for developing 3D game as an interdisciplinary study.

• The Research Journal of the Costume Culture
• /
• v.5 no.3
• /
• pp.96-117
• /
• 1997

The purpose of this study is focused on revealing teenager characteristics and mass culture in the end of the 20th century, and researching the general traits of teenager costume in the latter half of the \`90s and the typical style based on the analysis of the teenager culture. The result of this study are following as; The general traits of teenager costume are classified with sports-orientation, brand-orientation, and foreign street fashion-orientation. Typical styles are classified with sportive look, hiphop look, and funny look. Sportive look became the core of the street fashion developed with the street sports in the city, and presented the practical use with the fashionability mixing sportswear such as hightech snickers, sports character wear and items. Hiphop look, the genderless fashion, expresses teenager\`s free life style and the diversiied sensibility and deconstructs the border of gender, racism. Funny look accepts the burden of the millenium as a humor and presents katharsis by creating unexpected style. The contemporary costume of teenager deconstructs the fixed idea about mix and match, good taste and bad taste, gender, coordination suited with T.P.O and intends ‘open costume’ for 21st century.

• Fashion & Textile Research Journal
• /
• v.15 no.3
• /
• pp.364-370
• /
• 2013

This research helps secure the safety of snow boarders in an activity that is currently recognized as a minor specific hobby. The research goal is to develop a new board wear product with intensified safety and activity through the development of a safe and convenient snowboard wear that is wearable in ordinary life. The participants consisted of 31 snowboard club members evaluated from January 12 to January 19 at Eden-valley Ski Resort and Phoenix-park Resort in Korea. The result are as follows. First, what domestic snowboard wear consumers consider design difference and brand recognition a significant priority in choosing snowboard wear versus the functionality or safety of clothes. Second, concerning the evaluation of the developed product, they recognize the necessity of safety gear; however, they demand the convenient use of a safety gear with a fixation that can be attached and detached. A unity-type board wear was developed that enables an attachment and detachment that reflects the evaluation results. In conclusion, this research showed various market possibility of board wear into sports casual wear to be able to make it a fashion product through different design and demand of mixing it with general wear rather than functionality or activity, though board wear is a professional sports wear.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.22 no.7
• /
• pp.882-891
• /
• 1998

This study purported to analyze the condition of the degree standardization and types of global ads. in the multinational fashion brand corporations. The analyzed ads. were sampled from monthly magazines on same seasons in 1997. This study was done by means of checklists were modified other researcher's research measurments. Researcher counted of advertising message. Zero point meant perfect stan-dardization and 13 points meant perfect non-standardization. The types of advertising appeal were analyzed according to constituent unit's expression types. The results of the study proved that the degree of standardization was considerably high, which means that the multinational fashion brand corporations used the standardization strategy. In particular, the degree of standardization in sports wear and casual wear ads. was low compared with the degree of standardization in the other ads. Most of the global fashion ads. were composed of illustrations only. Besides, emotional appeal type was usually used in glabal fashion ads.

• Korean Institute of Interior Design Journal
• /
• v.25 no.4
• /
• pp.23-34
• /
• 2016

The purpose of this study was to investigate the influential factors of space marketing, and then to empirically analyze how they were reflected on the facade elements of sports stores. In order to achieve such a purpose, the research was firstly based on the perspective of space marketing to extract various features into 4 types of factors, namely sensuous factors, differentiated external appearance factors, image-associating factors and story-creating factors. Secondly, this study extracted the elements of facade design for sports stores including architectural elements, visual elements and display elements. Thirdly, it clarified the correlation of the influential factors of space marketing with the external space elements of sports stores. Fourthly, the qualitative analysis method was applied to analyze eight selected cases in Busan and eight selected cases in Fukuoka, Japan in order to explore the various different methods of expression of facade design. Lastly, the study found that the stores in Busan mostly take advantage of contrasting effects to deliver a strong visual impression to customers in the sensuous factors. Besides, the facade shapes in Busan were designed to be straight in order to enhance the main doors with its distinguished formative features to maximize the effective expression of the differentiated external factors, along with other expression methods of the image associating and story creating factors. This was done to associate with the brand identity in comparison with the stores in Fukuoka.

• Journal of the Korean Home Economics Association
• /
• v.35 no.3
• /
• pp.77-88
• /
• 1997

The purpose of this study was to examine the models of apparel store patronage behavior of various store types for each of two clothing categories in terms of lifestyle activities, information sources, shopping orientations and store attributes. The data were collected via a questionnaire from 326 adult females of ages over 20's living in satellite cities around Seoul and were analyzed by factor analysis, Multiple Regression analysis and path analysis. The results of this study were as follows: 1) There were significant relationships between lifestyle activities, information sources, shopping orientations and store attributes in both of formal wear and casual wear purchase. 2) Patronage behavior of department store in formal wear purchase was influenced by shopping activities, personal information sources, brand/store loyalty orientation. Regional store preference and store image attributes influenced the franchise store patronage behavior in formal wear purchase. Discount store patronage behavior in formal wear purchase was predicted by self-assurance/innovativeness and store image and service attributes. Information search of printed material/TV and store image and service attributes influenced off-price store patronage behavior for formal wear, while shopping activities and department store preference influenced off-price store patronage for casual wear. Traditional market patronage behavior for formal were was influenced only by brand/store loyalty, while traditional market patronage behavior for casual wear was influenced by sports activities, brand/store loyalty and price attributes.

• Fashion & Textile Research Journal
• /
• v.9 no.5
• /
• pp.516-527
• /
• 2007

This study was designed to make a proposal of a classifying model of Korean fashion brands as the first step in a long-term research plan developing a globalization roadmap for Korean fashion industry. On the basis of ownership advantages of a brand which included firm level attributes and brand level characteristics, fashion brands were classified into eight types. The proposed model was expected to provide an efficient and meaningful framework in developing global strategies both for academic and practical purposes. The model proposed four major categories of fashion brands including manufacturer brands, designer brands, retailer brands, and non-brands. Manufacturer brands were further classified into three groups of conglomerate fashion brands, fashion brands, and sports-specialized brands. Non-brands included small/very small-sized manufacturer non-brands, small/very small-sized non-brands, and OEM/ODM exporters. The classifying dimensions, brand type characteristics, and the globalization approach were discussed. Methods to test the reliability and validity of classifying were also discussed in the text.

• The Research Journal of the Costume Culture
• /
• v.23 no.3
• /
• pp.498-511
• /
• 2015

This paper examines advertising images of fashion brands in vertical social network site (SNS) from the viewpoints of message strategies. Vertical social network sites are types of social curation systems applied to social networking, where information is selected, organized, and maintained. Fashion brands communicate with consumers by presenting images on vertical SNSs, anticipating improvements in brand image, popularity, and loyalty. Those images portray content for particular brands and seasonal concepts, thus creating paths for product sales information. Marketing via SNSs corresponds to relationship marketing, which refers to long-term interrelationship and value augmentation between the company and consumer, and viral advertising, which relies on word of mouth distribution via social network platforms. Taylor's six-segment message strategy wheel, often used for analyzing viral ads, was applied to conduct a content analysis of the images. A total of 2,656 images of fashion brands advertised on Instagram were selected and analyzed. Results indicated that brand values were somewhat related to the number of followers. Follower rankings and comment rankings were also correlated. In general, fashion brands projected sensory messages most often. Acute need and rational messages were less common than other messages. Sports brands and luxury brands presented sensory messages, whereas fast fashion brands projected routine images most often. Fashion brands promoted on vertical SNSs should portray advertising images that combine message strategies

• Journal of Fashion Business
• /
• v.6 no.4
• /
• pp.141-150
• /
• 2002

The purpose of this study was to investigate factors to influence on buying behavior of Chinese male consumers in regards to apparel types. Furthermore, this study provided fundamental data for marketing strategy in export apparel business to China from domestic apparel business. Returned 863 questionnaires from Chinese male consumers analyzed by factor analysis, and multidimensional scaling with SPSS10.0. The result of this study were as follows: Chinese male consumers bought formal wear with evaluating two groups of factors; one for functional (fitness, A/S, durability, and management), the other for external (brand, and trend). They bought casual wear with evaluating three groups of factors; functional/useful (price, A/S, and durability), aesthetic (color, and design), and external (brand and trend). Also they bought sports wear with evaluating three groups of factors; functional/useful(price, A/S, durability, and fabric), aesthetic(design and color), and external(brand and coordination).

• Journal of Fashion Business
• /
• v.10 no.6
• /
• pp.110-121
• /
• 2006

The purpose of this study is to analyze the various types and areas of recent collaborations in fashion industry and to find the utility value of collaboration. Seventy seven cases of fashion collaboration marketing strategies were selected from officially announced literature survey and enterprises information around the world. Among the seventy seven cases of fashion collaboration surveyed in this study, collaboration with other fields made up 59.7 percent, collaboration between the same fashion categories made up 40.3 percent. Among the areas of other fields, collaboration with IT(Information Technology) or Motor enterprises were included and made up 36.4 percent. Collaborations with Culture and art world that fashion brands collaborate with world-renowned industrial designer or artist and star entertainers were also included and made up 23.3 percent. Among the areas of the same categories, collaboration of fashion designer and sports or casual brand made up 22.1 percent. Collaborations of home shopping mall and fashion designer made up 18.2 percent. Collaboration cases surveyed in this study were classified according to three types; co-product development, co-branding, and co-marketing. Collaboration for co-product development made up 72.7 percent. Collaboration for co-branding made up 27.3 percent. Collaboration for co-marketing made up 37.7 percent. These collaboration marketing strategies are very efficient to upgrade brand image and cut the marketing cost by creating new target, product, brand, and promotion through successful partnerships. Therefore, much more various types and areas of fashion collaborations should be developed to create something new for future consumers.