• 복식
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• 제67권1호
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• pp.40-55
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• 2017

The current new distribution environment provides the consumers to shop at anytime and any places by using mobile appliances. So, the companies which run the offline-store increase the contact point with the consumer by launching not only online-store but also the mobile application (app). Moreover, they are trying to operate the Omni-channel shopping environment. In order for this research to draw the direction of 'the Omni-Channel Strategy', which is about the changed distribution environment of the domestic fashion enterprise, the following steps were performed. First of all, the term related to 'Omni-Channel' is defined. And then, Example of the 'Omni-Channel' strategy and 'O2O' business in the domestic distributior were researched. Lastly, present condition of the 'Omni-Channel' strategy case of the domestic fashion industry was researched. At the result, the online-stores usually have several brands which can not represent their identities. It is suggested that each online-store according to each brand has their own characteristic identity. And The Omni-Channel strategy of the domestic fashion enterprise that is needed the connection point connecting the on-line and off-line. It is able to allure the customer to the off-line-store.

• 패션비즈니스
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• 제2권4호
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• pp.46-55
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• 1998

The purpose of this study is to constitute the historical connection of apparel industry by investigation on development and upbringing policy of our apparel industry. Because of the administrative idea of Chosun period is Confucian idea and feudal class system based on the Confucianism, the agricultural industry is the most important one, and developed the economic thinking system that agricultural industry is the foundation of clothes and food industry. In the clothing manufacture of Chosun period, a garment which used in the royal household selected manual industry form by government establishment, but a garment which used in the people selected manual industry form of private. The commerce of Chosun period is based on the official commerce (Sijeon) connected with the official system of state and the private commerce is operated by private trader. Among the item which was traded on the market in this times, the cloting item is the important trade item second only to the grain, and was dealed with every market in the country.

• 패션비즈니스
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• 제27권2호
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• pp.140-152
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• 2023

In this study, in-depth interviews with Hanbok experts on the development direction of the Hanbok culture industry were performed to listen to professional and future-oriented opinions for the development of Hanbok culture and the Hanbok industry. Interviews were conducted with 12 experts to identify the perception of the Hanbok culture industry and to confirm the possibility of sustainable development of Hanbok as a global culture. First, the results of this study should be preceded by the establishment of concepts such as traditional Hanbok, daily Hanbok, fusion Hanbok, and new Hanbok, and design, education, and government support suitable for each field are required. Second, the responsible craftsmanship of the Hanbok industry, the development of Hanbok design with the aesthetics and convenience of Hanbok designers, multi-dimensional research with high academic use, and systematic support for various Hanbok-related programs and events by the government are needed. Third, the government should promote and actively wear Hanbok through various media to revitalize the Hanbok culture, such as establishing a Hanbok wearing day, reviving etiquette education in school, and providing local-based Hanbok wearing experience education. Fourth, in order to cultivate professional manpower, detailed Hanbok education by field is necessary, and specialized education tools, such as distribution, VMD, and stylist are proposed.

• 한국의상디자인학회지
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• 제14권4호
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• pp.63-72
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• 2012

In this study, Characteristics of colors on Chinese traditional costume in Tang, Song, Yuan, Ming, and Qing Dynasty were compared. And general colors of Chinese traditional costume and the viewpoint of them were considered. The purpose of this study were to apt colors of Chinese traditional costumes to the sensory appetite of modern people for new things, and make the recreation inspired by new senses be applied into the fashion industry effectively. The results were as followed : Firstly, colors distribution of 5 dynasties were different. In the Tang, R(red) was highest, YR(yellow red) and Y(yellow) followed. In the Song, YR was highest, Y and R followed and PB(purple blue) was increased, In the Yuan, R, YR, PB, B were concentrated at low rates, and other colors were increased, In the Ming, Y, R and B were concentrated at low rates orderly, and other colors were increased, In the Qing, PB was highest and Y, R, YR, B, P(purple) were increased. Secondly, tons distribution of 5 dynasties were different. In the Tang, L(light) was highest, P(pale) and Lgr(light grayish) followed. In the Song, P(pale) was highest, Lgr, Gr(grayish) and Dl(dull) followed In the Yuan, Dp(deep) was highest, P and Lgr followed, and other tones were increased, In the Ming, S(strong) was highest, DI and V(vivid) followed. Thirdly, The general colors of 5 dynasty were R, YR, Y, B, PB colors with vivid, deep and light tones. Forth, the viewpoint of color on Chinese traditional costume was based on the Yin-Yang and the Five Elements theory. Based on results of this study, the successive researches will be carried out about the unique colors of each nation and application traditional colors to modern fashion industry in order to the unique cultural sense.

• 한국의류학회지
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• 제24권7호
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• pp.1056-1064
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• 2000

The aim of this paper was to look at distribution intensity of casual wear brand before and after IMF Management System. It also provides the guide to distribution design and reinforces the strategy of the brand of it. Since the firm especially in casual wear industry recently has had difficulty in how to decide and to select the distribution numbers in the domestic market. Based on the data in‘98 Korea Fashion Guide’and ‘Korean Fashion Brand Annual’, 78 brands had been analyzed with percentage, multiple regression. The results were as follows: In general, the lower the price of the product is and the higher the total sale is, the more intensive the distribution of the casual wear brand is before and after IMF Management System. The longer the launching period is, the more intensive the distribution of the casual wear industry is after IMF Management System. Besides, there is difference between the brand origins in the distribution intensity. In addition, two brand types were classified and tested. The distribution intensity of jean casual wear and uni-sex casual wear have related to the price after IMF and the total sale before and after IMF Management System while there is no relationship with the launching period before and after IMF Management System. The distribution intensity of the domestic brand have related to the price, and the total sale, while the foreign brand has a relationship with the total sale before and after IMF Management System. The foreign brand has related only to launching period after IMF Management System.

• 패션비즈니스
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• 제21권1호
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• pp.124-133
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• 2017

This study analyzed consumers' online fashion shopping site usage by site type and analyzed how product information search and product purchase differ. In addition, by comparing and analyzing preference and selection factors of PC and mobile shopping, we tried to provide basic data of effective mobile commerce operation strategy according to expansion of mobile market in fashion industry. We surveyed the use of 6 types of online sites (portal site, open market, general shopping mall, social commerce shopping mall, brand shopping mall and non-brand shopping mall) to understand the usage of mobile shopping site for consumers' fashion products. Consumer survey subjects were 373 college students in their early 20s who had the most mobile shopping experiences. The questionnaire consisted of online fashion site usage items, internet and mobile fashion shopping preference (6 items), internet and mobile shopping choice behavior (10 items), and purchase intention (3 items) .Data were analyzed using SPSS 14.0 program. The high preference of portal sites, open market, social commerce, and non-brand shopping malls in shopping online fashion products is a result of the perceptual changes of major distribution channels and the trends of consumers' value consumption tendency. Therefore, it is necessary for fashion companies to actively cope with fashion product distribution competition with huge shopping sites of current online market by well understanding consumers' preference trends and factors of online sites.

• 한국의류산업학회지
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• 제9권2호
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• pp.211-220
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• 2007

The purpose of this study is to analyze characteristics and marketing strategies of the British, French and Italian luxury fashion brands. The subjects of this study are 27 fashion brands which have more than 50 years of tradition and are also members of the Walpole, Comit$\acute{e}$ Colbert, and Altagamma. The common marketing strategies of the luxury fashion brands were; the renewals in the product concept which harmonized traditional elements with modern elements which are designed to meet the needs of new target consumers, the renewals in the promotion such as the large scale of advertising, the frequent publications about the brands, sponsorship of events, the renewals and expansion of distribution channels in global fashion cities, the opening of flagship shop and the renovation of existing shops. Simultaneous renewals in product concepts, in promotion and in distribution will be an effective marketing strategy. Also, a continuous investment in renewal strategies is a key to the success of luxury fashion brand renewals.

• 복식
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• 제64권2호
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• pp.84-97
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• 2014

This research aimed to explore strategies to develop the cashmere industry in Mongolia. Questionnaire consisted of questions regarding the necessity of development in different sectors in the cashmere industry, and areas of necessary competition for the development of Mongolian cashmere industry. In addition, characteristics of respondents and their companies were questioned. Surveys were distributed to people working in cashmere manufacturing companies in Ulaanbaator, Mongolia between July 25th, 2012 to September 3rd, 2012, and a total of 79 questionnaires were included in the final analysis using descriptive analysis, t-test, one-way ANOVA, and Duncan test. Results showed that respondents perceived design as the sector that needed the most improvement, and product related strategies such as product quality, product differentiation, and design were more important than distribution or promotion related strategies. The perceptions on the development strategies differed according to company size and their target markets (domestic vs. export). Overall, respondents working in smaller companies showed greater concern for most sectors, and also felt technology, product quality and design were more important than those in working in larger companies. Companies that targeted the domestic market showed greater concern for herding and scouring sector than companies that exported, while the latter evaluated government policy, network, distribution/export channels more importantly than the former in developing the Mongolian cashmere industry.

• 복식
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• 제50권4호
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• pp.53-61
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• 2000

The purpose of this study is to classify the characteristics of color communication tools and the color range applied in the Korean fashion industry. To collect the color sample and related references, a questionnaire was distributed during the time period, December, 1995 to June, 1996. From the responses, 2641 color samples used by 109 domestic brands, from 1993 spring/summer to 1996 spring/summer, were collected and analyzed. The data was measured by L*a*b*, and the H V/C formula found in the Munsell notation was used to calculate the data. To classify the color range served for the fashion industry, the distribution of colors are analyzed by difference of season and fabric. The results of this study are as follows : 1. Dominant colors in the Korean fashion industry are Red, Yellow-red, Yellow, purple-blue and low chromatic range colors. 2. While high value colors, such as pale, light greyish, light, dull, dark and vivid tone colors, are dominant in the spring/summer season, low value colors, such as greyish, dark greyish. and deep tone colors and warm colors such as Red, Yellow-red, are prevalent in the fall/winter season. 3. The number of colors commonly used for color planning is less than 20 colors, and both hue and tone are considered important when making color selections. 4. All brands take consumers' color preferences into consideration for color planning, and most of them also take color trends into account. 5. Hue and tone color characteristics analyzed by types of fabrics show more seasonal influence than the fabric itself.

• 한국의류산업학회지
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• 제9권5호
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• pp.516-527
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• 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.