• Journal of Distribution Science
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• v.18 no.1
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• pp.5-13
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• 2020

Purpose: The purpose of this study is to examine the growth and change process of Korean cosmetic market that has grown more than three times since 2000. It also examined how the growth and decline of the cosmetics brands are related to the change of the cosmetic distribution structure. Research methodology: This study tried to classify the change of the Korean cosmetics market into four stages based on the market sales information. It analyzed the sales information of Korean cosmetic companies and the relationship with the sales of the brands by distribution channel. Results: One-brand store channel had played a leading role in the market growth, and multi-brand stores have grown and a number of brands also grew through that channel since 2013. Since 2016, multi-brand stores have continued to grow and have dominated the market beyond one-brand store channel. Conclusions: The changes in sales of domestic cosmetics companies have been classified based on the distribution channel type in four stages: the emergence of one-brand store, the growth of one-brand store channel, the growth of multi-brand store channel, and the decline of one-brand store channel. In conclusion, multi-brand store channels have recently grown in the Korean cosmetics market, and this trend is expected to continue.

• Journal of Fashion Business
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• v.9 no.5
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• pp.96-113
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• 2005

The purpose of this study was to examine acutely effective marketing strategies for bridge line imported handbag brands in order to succeed in launch and establishment in local market. Based on the successful bridge line imported handbag brands status in local market, this selected the brands, "LeSprotsac", "Longchamp", "Sequoia" that execute brand strategy including positioning strategies such as basic concept, prices, materials, promotion, distributions in order to succeed in local launching. For corroborate analysis, three staffs in each brands, consecutive in-person interviews and continuous telephone interviews, mail survey were used for this study. The results were as follows; First, differentiate brand positioning strategy that has considered accurate analysis of niche market and domestic market environment when brand launch effects on brand value enhancement. Second, marketing mix activity based on positioning strategy effects on establishing brand image and spreading brand awareness. Third, marketing activity based on positioning strategy should be executed based on consistent brand strategy.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.4
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• pp.529-540
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• 1999

The purpose of this study is examine how price attitude and risk perception affect6 consumer's attitude to clothing discount stores. As for the methods of the research 313 female consumers who just finished shopping at discount stores were interviewed and questioned. The result is as the following. 1. The factors such as discount price inclination effective value inclination price-quality association and price-social grade association in the price attitude as well as social psychological risk and the risk of losing opportunity in the risk perception affected consumer's attitude to clothing discount store. 2. The domestic national brand discount store acquired the highest scores in all factors but discount inclination factor and low price inclination factor. No difference was seen between stores in terms of the risk perception. 3. The determining factors for repurchase intention were found to be store satisfaction and the attitude to clothing discount store. 4. The convenience of transportation the availability of exchange or repair the payment option the quality of the product and the attributes of the store e, g, good quality with relatively low price affected the store satisfaction. 5. Domestic national brand discount store showed higher score in 'good quality with relatively low price' than domestic casual brand discount store did. And difference between groups was found in repurchase intention, Conclusively most consumers using clothing discount stores are effective value-oriented.

• Fashion & Textile Research Journal
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• v.6 no.2
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• pp.195-204
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• 2004

As Korea fully entered the fashion industry in the early 1980s, the casual lifestyle trend has led the casual trend of fashion, and segmentation and specialization of the casual wear market began from the early 1990s. As of 2003, which is twelfth year after On & On's launch in 1992, this brand has succeeded in advancing into the Chinese market and has also arisen as a successful brand in the domestic market. The present research was carried out by consulting on the proposal of the marketing strategies for On & On. Firstly, in 1994 the marketing research for the consumers visiting the shop was carried out. A second investigation was conducted on the basis of the first analysis in 2003, ten after the first investigation. This research was performed to propose the future marketing strategies for On & On through an analysis of the changes of On & On consumer's purchase. This research established marketing strategies for the young casual brand.

• Korean Journal of Agricultural Science
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• v.38 no.3
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• pp.593-606
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• 2011

Brand is becoming more important as a way to achieve differentiation since consumers tend to buy brands not products. This study primarily aims to determine the critical success factors of two world famous fruit brands, Sunkist and ZESPRI, and to present management strategies to enhance the value of domestic fruit brands. The lessons learned from the case studies of Sunkist and ZESPRI reconfirm the importance of essential factors for a successful fruit brand, that is, quality control, steady supply, advertising and promotion, recipes and processed products, handling items and regional boundaries.

• Journal of the Korean Society of Costume
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• v.47
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• pp.101-112
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• 1999

This study examined 1) retail buyer's reasons for buying imported apparel and brand license business and 2) types of information sources which they searched for the businesses 3) types of product/vendor selective criteria Seventy subjects of one hundred samples responded. They were designers merchandisers of apparel companies and buyers of department stores. The results of empirical studies were summarized as follows: 1) Buyers & merchandisers recognized domestic market responses as the most important information source for selecting foreign brand. The critical problem of buying and brand license was deficiency of professionals in fashion retail 2) Buyers & merchandisers primarily recognized brand identity and exclusive style of the product when selecting puoduct or vendor. 3) Buyers & merchandisers primarily recognized return policy and good delivery of the vendor when selecting vendor 4). There were relationships among incormation sources selective criteria of product/vendor and buyer's characteristics.

• Journal of the Korean Society of Clothing and Textiles
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• v.19 no.4
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• pp.651-662
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• 1995

The purpose of this study was 1) to find out the benefits sought factors of jeans and to segment the consumer market 2) to analyze Purchase behavior, brand loyalty, and demo- graphic characteristics of benefit segments. The subjects were 350 male and female university students who have purchased at least one of the nine jeans brands selected for this study. For statistical analysis, reliability test, percentage, factor analysis, cluster analysis, x2-test, and analysis of variance were used. The results of this study were as follows; 1. Benefits sought by consumer were found to include four different factors-brand value, individuality, fashionability, and practicality. 2. As a result of subdividing the consumers, three distinctive groups were formed on the basis of benefit factors-individuality.fashion oriented group, brand value oriented group, and practicality oriented group. 3. Brand value oriented group rated the highest in all of following variables number of jeans possessed and purchased annually, brand loyalty, average household income, average monthly allowences, and amount of money spent in purchasing clothes in each season. Individuality - fashion oriented group rated the second.

• Culinary science and hospitality research
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• v.19 no.2
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• pp.130-148
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• 2013

Domestic pizza market in Korea is in the age of maturity, and competition in the market is getting intense. Brand personality that can prompt consumer sensibility is evaluated as a proper method to differentiate the image of a corporate rather than products or technology that can be copied easily by competitors. In this study, we examined the structural relationships among brand personality of pizza brands in Korea, customer-brand relationship quality, and repurchase intention with selected measurement based on Aaker's Big 5. Based on questionnaires answered by 291 customers, this study examined validity and reliability by using SPSS 16.0 and AMOS 5.0 for its hypotheses. The result of the study modelling were GFI=0.900, NFI=0.922, CFI=0.965, RMSEA=0.050 at the level of ${\chi}^2$=384.130(df=1.715, p<0.001). First, sincerity, competence, and sophistication of the pizza brand personality had a positive effect on intimacy. Second, sincerity, competence, sophistication, and strength of the pizza brand personality had a positive effect on brand partner quality. Also, intimacy and brand partner quality had a positive effect on repurchase intention. Therefore, in the practical perspective, pizza brand management can utilize the findings of specific pizza brand personality in creating a competitive edge for marketing.

• Korean Institute of Interior Design Journal
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• v.26 no.2
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• pp.45-54
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• 2017

Recently, cosmetic shops play important roles in effectively delivering brand identity to customers. As a most effective mean to deliver brand identity to customers, a shop becomes the space to sell and buy brand image. This study divides brand identity into external identity as a space and internal identity as a brand philosophy with analysis of brand identity structure. To do this, the study proposition that brand awareness is high when there is high conformity between brand identities and survey to five Korean domestic cosmetic manufacturers that have a flagship store has been conducted to prove the proposition. With oneway Analysis of Variance on the survey, the result that the conformity between group's brand identities has significant relationship with brand awareness has been drawn. The findings are as followings; The spatial expression elements that have the strongest effects on the conformity between brand identities are facade, logo and sign, spatial image, fixtures image, symbolic sculpture and programs in order. For spatial elements, colors, shapes and materials have effects on conformity between brand identities in order. With analysis of spatial elements and their colors, shapes and materials, it is shown that all brand colors are used. In addition, brand conformity is emphasized with shapes and materials as well as colors. Futhermore, the brand awareness is improved when emphasis with such spatial elements is repeated in continuous manner. Also, the higher brand identity got, the higher brand awareness went up.

• Journal of the Korea Fashion and Costume Design Association
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• v.20 no.1
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• pp.49-59
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• 2018

The purpose of this research is to study the semantic characteristics of men's cosmetics brand names by analyzing 51 brand names in the domestic market, so as to find ways to develop strategic brand names. In order to investigate this area, the study looked at the Interbrand Company's Name Spectrum, and the results are as follows. The men's cosmetics brand names turned out to be freestanding brand names, descriptive brand names, and associative brand names, in that order. The freestanding brand names were found to be the initial combinations of the words that have the desired benefits in the concepts of the pertinent brands; in other words, coined brand names that were made by synthesizing words such as nice men, naturalism, eco-friendly plant-derived materials and ideal skin. Associative brand names are generally used to express the effect of enhancing brand awareness by considering the phonetic image of the word or prompting a masculine and favorable image. Descriptive brand names use language symbols such as men, homme, man, monsieur and gentle to represent specific business and product categories for men, and also use stem, plant, flower, skin, beauty, moisturizing, tosowoong and so on to provide the properties and beneficial information related to the products. In conclusion, the men's cosmetics brand names embody an important factor that symbolizes the concepts, functions or features of the brand, and there is a need for men's cosmetic brands to develop more unique and distinctive brand names to promote their brand names as constitutional factors that can build brand power and strengthen brand image.