• 패션비즈니스
• /
• 제9권2호
• /
• pp.1-19
• /
• 2005

The purpose of this study is to investigate the practice d social marketing of fashion business in Korea. A questionnaire was designed by the researcher and consisted of items of 30 items of social marketing practice in fashion business. Responsers are administrators and merchandisers who work in fashion business. Data were analyged using SPSS by frequency, mean, standard deviation, $x^2$-test, ANOVA and Duncan's multiple range test. The results of this study were as follows : 1. In decision-making method of social marketing, degrees of practice were shown comparatively high. And, three practice factors (consumerism, humanism, and environmentalism) showed indifference in six business characteristics (store type, staff number, annual budget, annual education method, education frequency, and the location). 2. In feedforward method of social marketing, degrees of practice were shown comparatively high. And, two practice factors (business strategy, and product strategy) showed indifference in seven business characteristics (date of establishment, store type, staff number, annual budget, education method, annual education frequency, and the location). 3. In administrative method of social marketing, degrees d practice were shown comparatively high. And, four practice factors (product development, price decision, distribution management, and advertisement and promotion) showed indifference in eight business characteristics (date d establishment, store type, staff number, annual budget, education method, annual education frequency, the location, and distribution structure). 4. In total system method of social marketing, degrees of practice were shown comparatively high. And, two practice factors (marketing planning, and self-audits system) showed indifference in six business characteristics (business size, store type, annual budget, education method, annual education frequency, and distribution structure). The present findings provide that social marketing of fashion business in korea has been practiced comparatively high.

• 한국생활과학회지
• /
• 제14권1호
• /
• pp.179-192
• /
• 2005

The purpose of this study is to investigate into the practical cases of social marketing and to seek the practical strategy in fashion business. These practical cases were investigated through theses, professional books, fashion magazines, fashion newspapers, daily newspapers and web site, etc. The results of this study were as follows : 1. The social marketing by decision-making is able to practice and to set up a strategy in consumerism, humanism and environmentalism. 2. The social marketing by feedforward is able to practice and to set up a strategy in business strategy and product strategy. 3. The social marketing by administrative is able to practice and to set up a strategy in product development, price decision, distribution management and advertisement & promotion. 4. The social marketing by total system is able to practice and to set up a strategy in marketing planning and self-audits system.

• 복식
• /
• 제53권5호
• /
• pp.155-169
• /
• 2003

The purpose of this study was to find out criteria for classifying fashion brand from the viewpoint of fashion business practice in order to develop strategy of fashion brands and to manage brand effectively and systematically, and to suggest theoretical frame for application of these criteria. Survey was implemented for this research. 388 Data from the people who works for merchandising, sales or design in fashion business company was analyzed. Questionnaires were developed based on 37 fashion brand classification criteria. SPSS package and LISREL program were used to analyze data. Factor analysis, one-way ANOVA, $$\mu$tiple response analysis, correlation analysis, and structure equation model analysis were applied. The results of this study were as follows First, factor analysis considering 37 classification criteria identified 7 factors as classification criteria which can be used effectively by fashion business company. Second, in two cases, based on the job description and the responsible items, analysis showed that importance of the 7 classification criteria factors was different. And all of 7 criteria were correlated to each other. Third, the effective method to classify fashion brands was proposed by establishing the model of the relationship among the values of 7 criteria and by proving it by the structure equation model analysis. And the two types of the courses to classify fashion brand were shown. Forth, according to the evaluation of these criteria in the importance of appropriateness and difficulty of implementing, classification criteria factor of "the level of product concept" was found to be very effective and "the level of brand value" was ineffective to apply.

• 패션비즈니스
• /
• 제22권2호
• /
• pp.40-50
• /
• 2018

This study is intended to develop a fashion styling training program for female international marriage immigrants. To collect basic data for program development, a total of ten female international marriage immigrants living in Changwon, Gyeongsangnam-do, were interviewed on relevant subjects, such as clothing life and their interest in fashion and fashion training programs. According to the interviews, they prefer Korean fashions, have difficulty purchasing and coordinating clothes while living in Korea, and felt that others were staring at them because of their appearance and fashion styles. For the question about interest in fashion, most respondents answered that they have great interest in fashion and managing their appearance. For the question about the need for a training program in fashion styling for female international marriage immigrants, most respondents answered that it is necessary, and most respondents also answered that they would participate in such a program if it were available. The contents of the training program for fashion styling for female international marriage immigrants was composed of the following sections: Understanding of Fashion Styling, Variety of Fashion Styling, and Fashion Styling Practice. The section on the understanding of fashion styling is composed of the concept of fashion styling and the elements of fashion styling. The section on variety in fashion styling is composed of styling based on fashion image, face type, body type, and TPO. The section on fashion styling practice is composed of the practice of fashion styling on an actual person based on the knowledge obtained through the program.

• 패션비즈니스
• /
• 제27권2호
• /
• pp.88-107
• /
• 2023

This study aimed to understand the current status of practice for sustainability in luxury fashion brands. A total of five luxury brands (Louis Vuitton, Hermès, Gucci, Burberry, and Prada) were selected. Each company's official website, sustainability reports, and articles on sustainability practices were compiled. In addition, analysis was performed based on criteria of sustainability such as environmental, social, economical, and cultural dimensions. As a result, the biggest commonality of the five brands was that they promoted the most active change in the environment. These brands tried to reduce energy consumption in materials and production processes. Among them, Burberry, Gucci, and Louis Vuitton had their own departments for sustainability. However, there were differences in strategies of activities between brands for social, economical, and cultural sustainability. Among the five companies, Burberry and Gucci pursued sustainability strategies the most aggressively. They separated their sustainability strategies in terms of environmental, social, economical, and cultural aspects and shared them with consumers. A set of outcomes for the plan were provided as objective data. The sustainable management strategy has become a key strategy for long-term growth of the luxury brand market. To survive in the market, luxury brands should elaborate sustainable management strategies and actively share them with consumers.

• 한국의상디자인학회지
• /
• 제14권3호
• /
• pp.177-193
• /
• 2012

The purpose of this study is making a contribution to expand course of employment precluding students from fear and perception of danger related to establishing fashion business and improving self-confidence with practical businesses through an education experiencing in establishing fashion business with united both theory and practice. In this study, A Merchandise-Process consisting of researching, merchandising, marketing, selling has been applied after selection of fashion items by 4 groups of applicants. As a result, the result of these applicants's reaction has shown that most of them has improved self-confidence and felt a sense of accomplishment about practical businesses. The Applicant has experienced the market situation, realized reality of the business and formed human relationships with many people through the marketing. In conclusion, experience of applicants has shown that practical education is important because it was providing applicants with self-confidence of establishing fashion business, importance of teamwork and a sense of accomplishment about making a profit. Therefore, converting theoretical education to practical education is needed. A limitation of this study is that the detailed part of merchandising was omitted because the whole course of merchandising should be accomplished within a semester. To develop this study, detailed proceeding methods divided by one process is required.

• 복식문화연구
• /
• 제30권1호
• /
• pp.102-120
• /
• 2022

With the growing importance of ESG as a must-have business strategy, this study attempted to analyze the current state of ESG practices in the Korean fashion businesses. The ESG cases of fashion business were collected from news articles searched on the largest Korean internet portal by November 2021 from October 2020 when the number of articles began to increase meaningfully. Three hundred ninety one ESG cases of 112 fashion manufacturing brands and 332 ESG cases of 49 retail brands were analyzed. Casual and outdoor/sportswear brands among fashion manufacturers were most active in ESG practices, and various online and offline retailers were practicing ESG. Approximately one-third of the fashion brands were positioned as eco-friendly concept. While environmental practices were the most practiced ESG, governance was the least practiced. Among environmental practices, fashion manufacturing businesses were most active in eco-friendly product development, while retail businesses were in eco-friendly campaign-event-service and eco-friendly packaging. The most active social practice was the contribution to communities, followed by retail businesses' sharing growth with partner businesses. Governance practices were focused on the structure and operation of the board. Various ESG collaborations with various partners were also observed. The research result is meaningful verifying and diagnosing the ESG practices of the Korean fashion businesses.

• 패션비즈니스
• /
• 제1권1호
• /
• pp.27-42
• /
• 1997

The Korean fashion industry is composed of originality, technique and business management. It is going to be the main role in the living and cultural industry in 21th century as a strategic advanced industry. On the other hand, more than 15,000 persons who majored in correlated fashion are graduated from universities, colleges, and fashion schools every year. But professional and competent persons specialized in clothings are very insufficient. So cultivation of the talented for fashion industry must be suitablely and differentially carried out, according to regional distinction or characteristics of each university, college level, institute and so on. At same time, it is for the subdivided professional educations in fashion field, also. Education institutions related fashion have to practice not only theory but also field-oriented education of fashion industry. The fashion enterprise must invest resolutely in reeducations for incoming and reading employees, too. Briefing the program of cultivating the competent as follows : (1) The execution of certification programes based on professional job series. (2) Cultivation of the talent by cooperation of industry and educational field. (3) Upbringing the specialists who have both abilities of foreign language and living cultural profession. (4) Establishment of a base oriented north-east Asia as the central fashion business. (5) Efficient using of multi-media. (6) Innovation of technology. (7) Preferential treatment of skilled labors apparel industry field. (8) Establishment of the Korean Society of Fashion Business for a bridge of industrial-educational complex and government, for cultivation of the talent. The programs of 'cultivation of the talent' must be differed from to whom', 'what', 'how long'. But the commonness in all is to need the stimulative education and creativity. Through it, 'what and how think' and 'how application' to all directions is acquired.

• 패션비즈니스
• /
• 제26권2호
• /
• pp.28-47
• /
• 2022

Rapid development of information and communication technology is leading the digital transformation (hereinafter, DT) of various industries. At this point in rapid online transition, fashion manufacturers operating offline-oriented businesses have become highly interested in DT and artificial intelligence (hereinafter AI), which leads DT. The purpose of this study is to examine the development status and application case of AI-based digital technology developed for the fashion industry, and to examine the DT stage and AI application status of domestic fashion manufacturers. Hence, in-depth interviews were conducted with five domestic IT companies developing AI technology for the fashion industry and six domestic fashion manufacturers applying AI technology. After analyzing interviews, study results were as follows: The seven major AI technologies leading the DT of the fashion industry were fashion image recognition, trend analysis, prediction & visualization, automated fashion design generation, demand forecast & optimizing inventory, optimizing logistics, curation, and ad-tech. It was found that domestic fashion manufacturers were striving for innovative changes through DT although the DT stage varied from company to company. This study is of academic significance as it organized technologies specialized in fashion business by analyzing AI-based digitization element technologies that lead DT in the fashion industry. It is also expected to serve as basic study when DT and AI technology development are applied to the fashion field so that traditional domestic fashion manufacturers showing low growth can rise again.

• 패션비즈니스
• /
• 제27권5호
• /
• pp.13-25
• /
• 2023

The implementation of ESG practices in the fashion industry has been accelerating, and its significance has been growing across all industries. This paper aims to examine the strategies for ESG implementation in domestic fashion brands and analyze how ESG principles are applied in the context of domestic conscious fashion. To analyze conscious fashion as a means of ESG implementation, the evaluation criteria of ESG from the Textile Fashion Policy Research Institute were utilized as analytical tools. As a result, five categories of domestic conscious fashion emerged: animal-free vegan fashion, eco-friendly plant-based vegan materials, upcycled fashion, regenerated fiber fashion utilizing waste materials, and fair trade fashion. The characteristics of these ESG practices in conscious fashion were identified with four key features. Firstly, the adoption of environmentally friendly materials demonstrates a tendency towards resource conservation, minimizing environmental degradation, and protecting ecosystems. Secondly, technology-driven circular practices are predominant in vegan and upcycled types, evident in the development of fashion materials and secondhand content. Thirdly, design practices based on scarcity incorporate characteristics of upcycling and fair trade. Lastly, the practices of social and ethical values underlie the philosophies of three types of conscious fashion. With the acceleration of ESG practices in the fashion industry and the increasing importance thereof, it is expected that domestic conscious fashion in South Korea will diversify in the future.