• Journal of the Korea Fashion and Costume Design Association
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• v.24 no.1
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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.

• Journal of the Korean Society of Fashion and Beauty
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• v.4 no.3 s.9
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• pp.18-24
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• 2006

Hair is the part of body which expresses man into more manlike. When we create some artworks, we need the most suitable material for the artworks. Similarity, the healthy scalp hair condition and treatment are required to keep our hair clean and healthy. And the improper condition of scalp hair prohibits our hair from normal growing, proceeds the alopecia(loss of hair) and double our physical and mental stresses. The necessity of health treatment of scalp hair which was damaged by frequent permanent hair wave and hair coloring is on the rise. This study will present how to control and treat the scalp hair and will check how we feel about the necessity of scalp hair treatment. This study finally shows that people think their scalp hair conditions are not normal and chemically treated hair in spite of their natural hair. However, most people think that the scalp hair treatment is very useful to their hair and this result enables us to predict the future market of the scalp hair treatment business will be growing day by day. We need to study further not only scalp hair treatment but also prevention stage in order to keep the healthy hair and will check how we feel about the necessity of scalp hair treatment.

• Journal of the Korean Society of Costume
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• v.62 no.3
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• pp.73-83
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• 2012

The purpose of this study is to contribute in developing guidebooks that can be used in the courses of needlework study by comparing and analyzing the contents and organizations of needlework-related teaching resources available at the present university and fashion-related educational institutions. This research could help us train technical human resources to be highly adaptable in industrial settings. The results of this study showed that the overall organization of contents is mostly divided into such categories as needlework kits, basic hand sewing, seam finishing, partial needlework and decorative needlework. The study results also indicated that such content organization must be considered in basic needlework/sewing processes and that each content needs to provide more various and detailed information by reflecting recent trends in design. Partial needlework has different applications in terms of interlining attachment, subsidiary materials, or sewing techniques; therefore, consistent descriptions and standard guidelines should be given according to what material is used and which design is planned. This study found that most teaching resources covered only needlework or sewing techniques without giving specific descriptions of types of materials, lining and interlining that can have great influence on sewing methods and instructions on how to use the materials. These findings suggest that the teaching resources need to add further technical instructions for the proper use of materials especially in response to the recent release of brand-new materials and sewing machines in the market.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.4
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• pp.669-680
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• 2008

Korea's national image can be delivered through cultural products, and cultural products can finally contribute to the affirmative attitude and recognition towards Korea. In an empirical study, a questionnaire was developed based on literature review and focus group interviews with foreigners who visit Korea were executed. Subjects of this study were foreign visitors from US, China, and Japan. Finally, a total of 247 copies were used for analyses. Descriptive analyses, factor analysis, regression analysis, ANOVA, Duncan test, and paired sample t-test were conducted for data analysis, Results are as follows. Firstly, as a result of factor analysis, I found that there were seven factors to form the image of Korea; culture/art, openness, lechnology/quality, food culture, passionate narcissism, conservativeness, and pursuit of quality of life. Secondly, Several image factors were found to influence positively or negatively on their attitude toward fashion cultural products. Especially, culture/art factor was found to influence positively to Chinese and Japanese and lechnology/quality factor was found to influence positively to Japanese and American. Meanwhile, conservativeness factor was found to influence negatively to Chinese. This study will be of help to practitioners of the fashion cultural product industry for building marketing strategies whose target market is foreign visitors from different cultural backgrounds.

• Archives of design research
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• v.20
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• pp.1-10
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• 1997

In 1990s with the increasing of consumers' standard of life and change of life style, there has been an increase of import from overseas license brands and a new participation of big enterprises, as well as small and medium enterprises in local fashion market. As a leading fashion company with a long tradition and technique, the INDIAN brand of Sejung Inc. needs to establish a new image to preoccupy relative superiorty in the competition with other brands and satisfy future consumers in the present situation of 1990s. Therefore, for developing of its image, we made an investigation of three-dimentional marketing about business environment, and after setting up the B.I concept, we initiated to express a visual image. Through a made-up question after the completion of those works, we decided our logo mark and completed the entire design system, including the basic and applied elements of main design items of INDIAN B.I Finally, to maximize the effect of the brand identity, it is necessary for us to keep the principles in making the shape of design, to take care of them thoroughly, to make all the members' thinking and behavior unite concerned with the brand, and to execute continuous educational programs for practice of B.I. conciousness with the public relations when B.I. will be appeared on the market.

• Culinary science and hospitality research
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• v.13 no.3
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• pp.293-307
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• 2007

This article was to provide information enabling us to respond effectively to the well being market which has great potential of growth by studying well-being consumption behaviour according to the lifestyles of dining-out customers and to find out how their lifestyles have influence on well-being by investigating their patterns according to demographical characteristics of dining-out customers who play key role in consumption and will have great purchasing power in food service industry. First, factor analysis of variation of lifestyle, 6 factors are named conscious style, realistic style, self-regard style, health-focusing style, changeable style, and fashion-sensitive style. Second, factor analysis of well-being consumption behaviour, 5 factors over eigen 1 are selected and used in a research and they are named healthful food principle, physical health principle, mental health principle, confidence principle, and old-age planning principle. Analysis result reveals that there exists significant relationship between lifestyle and well-being consumption behaviour.

• The Journal of Society for e-Business Studies
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• v.26 no.3
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• pp.155-174
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• 2021

This study noted the emergence of the Resell investment within the fashion market, among emerging investment techniques. Worldwide, the market size is growing rapidly, and currently, there is a craze taking place throughout Korea. Therefore, we would like to use shoe data from StockX, the representative site of Resell, to present basic guidelines to consumers and to break down barriers to entry into the Resell market. Moreover, it showed the current status of the Resell craze, which was based on information from various media outlets, and then presented the current status and research model of the Resell market through prior research. Raw data was collected and analyzed using the XGBoost algorithm and the Prophet model. Analysis showed that the factors that affect the Resell market were identified, and the shoes suitable for the Resell market were also identified. Furthermore, historical data on shoes allowed us to predict future prices, thereby predicting future profitability. Through this study, the market will allow unfamiliar consumers to actively participate in the market with the given information. It also provides a variety of vital information regarding Resell investments, thus. forming a fundamental guideline for the market and further contributing to addressing entry barriers.

• Journal of Fashion Business
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• v.22 no.3
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• pp.1-15
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• 2018

The purpose of this study is to address marketing strategies for the brand extension of university-licensed merchandise by investigating influences on intent to purchase a new university-licensed merchandise line, tartan. A survey questionnaire was developed and administered online to the major target market for university-licensed merchandise. Four hundred and fifty students and alumni from a US Midwestern university completed the survey. Respondents were asked to answer questions on university identification, perceived university prestige, perceived value of the university-licensed merchandise, intent to purchase a brand extension in university-licensed merchandise, and demographics. It was hypothesized that university identification (H1) and perceived university prestige (H2) are positively related to the perceived value of the university-licensed merchandise and that perceived value of the university-licensed merchandise is positively related to intent to purchase a brand extension in university-licensed merchandise (H3). The difference between students and alumni was also tested. Consumers with high university identification and high perceived university prestige highly valued the university-licensed merchandise. Consumers who perceived a high value of the current university-licensed merchandise displayed a strong intent to purchase a brand extension in university-licensed merchandise. There was no structural difference between the two groups. The study builds on existing research on the influences of attitudes toward the university and university-licensed merchandise on purchasing university-licensed merchandise, specifically investigating intent to purchase a brand extension in university-licensed merchandise. This study also extends previous brand-extension research into university-licensed merchandise.

• International Journal of Costume and Fashion
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• v.13 no.1
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• pp.35-47
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• 2013

We know that humans are able to live comfortably when there is a balance between the living environment that surrounds us and us. Clothing, one of the necessities of life, serves a dual purpose of functioning as protection for the body as well as providing visual satisfaction, and so is the most effective bonding mechanism. A different type of comfort that has been provided through industrialization and advancements in technology has resulted in pollution problems in the environment, and it has reached a point of seriously thinking about its effects. The biggest problems in environmental pollution are air pollution and waste disposal, and something that cannot be ignored is that environmental hormones and harmful heavy metals have been discovered in the synthetic dyes used in the clothing product, and not only are they harmful to the body, but they also have adverse effects on skin allergies such as atopic dermatitis. Its effects on clothing, especially underwear and baby products, can become a serious issue. The use of natural vegetable dye can be considered the basis for the traditional Korean dyeing process, however not all natural dyeing process can be thought of as traditional Korean dyeing. This is because natural dyeing used to be the most common method of dyeing before synthetic dyes came along and became the dye of choice for most clothing. Natural dyes are beneficial to the body, and the nature colors, achieved from the natural materials, relieve eye strains as well as have a healing effect for people who are suffering from psychological instability such as stress. However, the use of mordant in order to increase the fastness and get better color effects can lead to even more damage to the environment, and it cannot be a dyeing method that is good for the body. Traditional natural dyeing is different from regular natural dyeing because it uses colors that the Korean people can identify with and applies specific methods in order to achieve those colors. Even though experimental study with dyestuff and practical use of the dyeing methods for traditional Korean dyeing has been started(Soh, H., 1983) and has been ongoing, it is still not easy for regular people to use the method on their own. At the present time, natural dye materials are getting made and sold more than ever, but there is a lot of confusion among consumers regarding the difference between traditional Korean dyeing and natural dyeing, as companies are using the two terms interchangeably to market their natural dye products. So getting a better understanding of the characteristics of traditional Korean dyeing and traditional colors should be considered first priority at this time. The purpose of this thesis is to study the traditional Korean view of color, which developed the culture of traditional dyeing in Korea, and the characteristics of traditional Korean dyeing, a method that pursued achieving Korea's color through natural dyeing.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.17 no.2
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• pp.33-51
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• 2022

This study analyzes newly listed companies on KOSDAQ from 2011 to 2020 for both firms having experience in attracting venture investment before listing (VI) and those without having experience in attracting venture investment (NVI) by examining differences between two groups (VI and NVI) with respect to both the level of listing performance and that of firm performance (growth) after the listing. This paper conducts descriptive statistics, mean difference, and multiple regression analysis. Independent variables for regression models include VC investment, firm age at the time of listing, firm type, firm location, firm size, the age of VC, the level of expertise of VC, and the level of fitness of VC with investment company. Throughout this paper, results suggest that listing performance and post-listed growth are better for VI than NVI. VC investment shows a negative effect on the listing period and a positive effect on the sales growth rate. Also, the amount of VC investment has negative effects on the listing period and positive effects on the market capitalization at the time of IPO and on sales growth among growth indicators. Our evidence also implies a significantly positive effect on growth after listing for firms which belong to R&D specialized industries. In addition, it is statistically significant for several years that the firm age has a positive effect on the market capitalization growth rate. This shows that market seems to put the utmost importance on a long-term stability of management capability. Finally, among the VC characteristics such as the age of VC, the level of expertise of VC, and the level of fitness of VC with investment company, we point out that a higher market capitalization tends to be observed at the time of IPO when the level of expertise of anchor VC is high. Our paper differs from prior research in that we reexamine the venture ecosystem under the outbreak of coronavirus disease 2019 which stimulates the degradation of the business environment. In addition, we introduce more effective variables such as VC investment amount when examining the effect of firm type. It enables us to indirectly evaluate the validity of technology exception policy. Although our findings suggest that related policies such as the technology special listing system or the injection of funds into the venture ecosystem are still helpful, those related systems should be updated in a more timely fashion in order to support growth power of firms due to the rapid technological development. Furthermore, industry specialization is essential to achieve regional development, and the growth of the recovery market is also urgent.