• Journal of the Korean Society of Costume
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• v.51 no.5
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• pp.29-43
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• 2001

Database marketing is a series of marketing activities based on the customer database for increasing the customer's life-time value. In this thesis. we applied database marketing to the sales promotional strategies of Casual Korean Traditional Clothes to activate wearing of Casual Korean Traditional Clothes. To achieve this goal, we surveyed the consciousness of wearing and purchases for Casual Korean Traditional Clothes. and extract information that can be utilized in the sales promotional strategies. According to the result, the proposed sales promotional strategies for Casual Korean Traditional Clothes are summarized as follows : (1) Useful information for the customer should be stored in the database and utilized in the marketing. (2) It is necessary to shorten the cycle of repeated purchases by emphasizing daily-life clothing of Casual Korean Traditional Clothes especially for the aged 20-40. (3) Since Casual Korean Traditional Clothes are usually weared as a ceremonial clothes in the fall, direct mail, fashion show, and advertising in the mass media should be concentrated on this season. (4) Value-added marketing should be derived by cross-selling of items harmonized with Casual Korean Traditional Clothes. (5) To guarantee fixed customers and increased usage of Casual Korean Traditional Clothes, - give point score, discount, or selling on an installment basis for the customers who use credit cards or department cards. - select privileged customers by analyzing purchase history and provide multiple services for these customers. - let the customers rent Casual Korean Traditional Clothes in an appropriate cost, and make customer cards for the construction of elaborated customer database. (6) To increase the acknowledgement of Casual Korean Traditional Clothes, not only Persistent publicity, but also fashion show, visual merchandising, and advertisement in mass media should be conducted as well.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.42 no.3
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• pp.184-192
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• 2019

Focusing on the emerging influencer market of SNS (Social Network Service), This study attempts to clarify the priority of Influencer characteristics when the customer decided to purchase products through the promotion of influencers. Since the influencer marketing differs from the Online information source marketing, this study has an academic implication in that integrated the influence of the characteristics of the Online information sources and the characteristics of SNS contents. For this purpose, through the literature research on Information sources and Influencers, the characteristics of influencers were reconstructed and priorities were derived using the AHP (Analytic Hierarchy Process) technique. The upper layer of the AHP structure was set to expertise, trustworthiness, social attractiveness, and content attractiveness, and the lower layer structured the model with 13 subfactors. The results are summarized as follows. First, in the result of combining the importance of the $1^{st}$ and $2^{nd}$ classes, the detailed factors of expertise and trustworthiness, ranked from the top to six, are largely influenced in purchasing decisions in influencer marketing. Second, content attractiveness is the third rank in the $1^{st}$ layer. Influencer marketing shows that content is more important than social attractiveness. Besides, the $7^{th}$ to $9^{th}$ positions of the overall rankings accounted for visual information, storytelling, and external attractiveness, which are the details of content attractiveness, and it is confirmed that it is more effective for influencer marketing to emphasize content attractiveness than social attractiveness. Although the influencer marketing differs from the existing information marketing, this study has an academic implication in that integrated the influence of the characteristics of the source and the characteristics of the contents.

• Journal of the Institute of Convergence Signal Processing
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• v.25 no.2
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• pp.113-118
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• 2024

Recently, advancements in artificial intelligence and computer graphics technology have led to the emergence of various virtual humans across multiple media such as movies, advertisements, broadcasts, games, and social networking services (SNS). In particular, in the advertising marketing sector centered around virtual influencers, virtual humans have already proven to be an important promotional tool for businesses in terms of time and cost efficiency. In Korea, the virtual influencer market is in its nascent stage, and both large corporations and startups are preparing to launch new services related to virtual influencers without clear boundaries. However, due to the lack of public disclosure of the development process, they face the situation of having to incur significant expenses. To address these requirements and challenges faced by businesses, this paper implements a photogrammetry-based facial capture system for creating realistic virtual humans and explores the use of these models and their application cases. The paper also examines an optimal workflow in terms of cost and quality through MetaHuman modeling based on Unreal Engine, which simplifies the complex CG work steps from facial capture to the actual animation process. Additionally, the paper introduces cases where virtual humans have been utilized in SNS marketing, such as on Instagram, and demonstrates the performance of the proposed workflow by comparing it with traditional CG work through an Unreal Engine-based workflow.

• Journal of the Korean Society of Costume
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• v.51 no.3
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• pp.99-109
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• 2001

The purpose of this study is to propose the effective development a fashion coordination website by computer graphics and web animation programs. Today, the internet fashion shopping malls come into the spotlight as the way of marketing. The amount of clothing products sold on the internet shopping mall and interest in the website design is increasing. This means many people consider that the web site design is one of the most important thing to lead customers to purchasing. For this reasons, this study develop fashion coordination items which was designed by the computer graphics software named 'photoshop 6.0'and propose the more visual effect of fashion coordination web image which was designed by animation software named 'flash 4.0'. As a result of this study. 1 It can accumulate a database of trend garment. 2. It can help designers save a time, expenses and tries to treat design also make correction and transform their work more freely. 3. It can help develop a new textile through the various image adjustment. 4. It can give more visual and interesting effect to website by animation and multimedia. 5. It can able to communicate interactive with each other by website.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.1
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• pp.175-191
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• 2020

This study proposes an entrepreneurship education process for fashion product start-ups through rewards-based crowdfunding. It examines issues such as: the general concept of crowdfunding and the pros and cons of rewards-based crowdfunding, the detailed curriculum plans in a chronological order for the regular class development, and the presentation of a visual plan to show the whole process. An entrepreneurship education process is developed in 13 steps: research on crowdfunding market, prototype plan, prototype production, story development, visual contents development, rewards development, project evaluation, public schedule & service setting, period setting & start funding, community management (Q&A), funding ends & deposit, complete manufacturing & start delivering, and the final information disclosure & open the next project plan. This research is intended to investigate rewards-based crowdfunding as a new paradigm of entrepreneurship and apply entrepreneurship education in fashion product development. However, it is limited to studying the Wadiz crowdfunding platform in Korea. Therefore, we propose a case study on various crowdfunding platforms in Korea, a case study on entrepreneurial curriculum application, and a follow-up study on the possibility of entry into an overseas crowdfunding platform.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.2
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• pp.224-234
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• 2004

This paper is an exploratory research to identify the structural model suitable for the fashion brand attitude effect process of VMD structural elements. Under the circumstances of severe competitiveness in price-conscious casual brand, we intended to find measurement model of VMD effect to establish plausible brand specific VMD strategy. Since VMD is regarded as one of marketing stimuli like advertising, we introduced Mackenzie, Lutz, and Belch(1986)＇s advertising effect measurement model for the analysis. For the study, VMD structural elements were composed of controllable visual factors from store environment at the aspect of marketing strategy. As a result, the reciprocal mediation hypothesis model shows the best fit for the VMD stimuli. That is, under the cognition of interaction between VMD attitude and brand attitude, strategy must be considered to strengthen the attitude relation between VMD and brand. The second fit model was the dual mediation model which was adopted from Petty and Cacioppo＇s ELM. According to this, when you make use of VMD strategy, it is needed to consider both of affective and cognitive factors of VMD.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.2
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• pp.217-232
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• 2021

This study analyzed the characteristics of generation Z leading the trend of the fashion industry through the creative activity of Virgil Abloh. A literature review and case study were conducted together with detailing the research methodology. As a result of research, generation Z is conceptualized as a "digital native" who grows in digital technology environment with excellent visual sense. They are "SNS creators" who have influence on Social Networking Services (SNS). They are also characterized as "social activists" who reject social conventions and prejudices. They are a "leading creators" who seek to differentiate with creativity. The characteristics of generation Z in the creative activities of Virgil Abloh have a feature of digital native in that they seek visual originality. In terms of communicating with generation Z through SNS and influencer marketing, it has the characteristics of SNS creators. It expresses social activists in providing consumers with diversity, and social perceptions of differentiation. In terms of providing content that encourages consumers to express their personality, it has a feature of leading creators. It is meaningful in that it contributes to the understanding of the market change and marketing strategy according to the consumer development and the activity of the fashion designer.

• The Journal of Economics, Marketing and Management
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• v.11 no.4
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• pp.41-52
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• 2023

Purpose: The study examines the effect of TechTubers' unboxing videos on consumer buying behavior by highlighting the role of product touch, visual and verbal sensory cues. The study integrates the vicarious touch and the dual coding theory to analyze the Smartphone purchase behavior of Generation Z. Research design, data and methodology: The study collected data from 349 respondents who were viewers of YouTube unboxing videos. A structured questionnaire using a 5-point Likert scale was employed as a survey instrument. Convenience sampling technique was utilized to select the samples. The data were analyzed using structural equation modeling (SEM). Results: Results reveal that vicarious touch and verbal description have a statistically significant positive effect on Generation Z's purchase intention of Smartphone. Moreover, purchase intention positively affects Generation Z's actual purchase behavior of Smartphone. However, the visual images did not significantly affect purchase intention. Conclusions: The study offers significant theoretical and practical implications. The study adds new knowledge to the extant literary field by highlighting the impact of digital product presentation in the form of Unboxing videos on purchase intention for technology products. Moreover, the study suggests content sponsorship and advertising opportunities for marketers in collaboration with the TechTubers on YouTube unboxing video platform.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.11
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• pp.6472-6477
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• 2014

This study examined the trends of an illustration artist's art marketing widening its area in recent years and proposes a design concept of color cosmetics. Art marketing is a type of culture marketing and means marketing through exhibitions, performances and other artistic activities. Free artistic sensibility expression in which the artistic motif is melted into a product beyond the works of a particular artist, and the product, in turn, can be reflected in the canvas, has attracted attention. The works of illustrators are widening their area into the item in life not canvas. This paper proposes the color cosmetics design that reflect art marketing. The main target who proposed the design concept was trend-oriented and in their early to mid-20s with a strong personality, showing a strong tendency of attracting attention and being recognized. To emphasize the design concept of color cosmetics packaging design, the progressive image of the target class was reflected through brilliant and intense color combination. The cultural value and meaning are provided as the artistic mood becomes a part of life.

• The Journal of Fisheries Business Administration
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• v.32 no.2
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• pp.73-89
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• 2001

The market conditions of sea mustard is changing by overproduction, decreasing price, Import of blanched and salted sea mustard from China into Korea domestic market and increasing market share of sea mustard of China in Japan. In addition, the price support program in sea mustard aquaculture must be modified due to the restriction of domestic support by international organization such as WTO. There are two ways to solve those problems. First is that finding a way to solve the overproduction of sea mustard. One of possible ways is the production adjustment by Marketing Order. Second is that finding an alternative way to replace price support program. The possible way is Direct Payment instead of purchase stockpile system. To introduce marketing Order, outlook center, organization of self-management, production adjustment through output control measure, improvement of market structure, and education/publicity arc necessary. Also, to implement marketing order, setting a model business by government is required. There are two steps for implementation of marketing order. First step is to construct Order Committee including organization of producer, people related marketing. However, this committee must run by government for certain short-term. Second step is to improve quality of product and acceleration of demand. At visual point that enforcement of the first step is completed, government has process that government transfers Order Committees self-correcting. It is desirable that government only conduct the support acts such as quality improvement and acceleration of demand. Also, at early stage it is necessary to have aid system for marketing order For example, we can expect that income increase by production adjustment in long run. However, in short run the income of producer may decrease so, it is required to compensate his economic lose. For compensation, The useful means that can be utilized is direct payment. Direct payment is not continued policy. Also, when production adjustment policy such as Marketing Order has effective results, Direct Payment as an assistant measure must be reduced or abolished. Therefore, when production adjustment acts as an effective tool to control overproduction, Direct Payment system.