• 패션비즈니스
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• 제26권2호
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• pp.28-47
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• 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
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• 제3권4호
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• pp.103-112
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• 1999

The purpose of this study is to investigate the various expressions in fashion design using logo. For this study, fashion magazines such as Vogue, Elle, WWD, Hi Fashion, Mode et Mode, Fashion News, Collezioni were analyzed. A corporate identity consists of the logo and name owned by a company together with the rules and guidance on how these are to be used, for example in printed material such as letterheads, catalogues and reports, in advertising, marketing and promotion, and on produsts and services. Logos provide the bedrock for the development of corporate identities, for the evolution of commercial brands, and for the nurturing of corporate culture. Logo is a primary means of communicating corporate values to customers and designers. It represents an asset of incalculable value, because it has been consistently maintained and protected over the years. The logo is the cornerstone of the company‘s image and the style of a logo or products name must harmonize with the feeling of the product or brand image. Fashion designers today are using their logos in different forms of communication. It is common to see a brand’s logo proudly emblazoned the classic chic garments as well as accessories such as bags, shoes, caps. The consumer, then becomes a ‘walking ad’ for the brand.

• 한국의류산업학회지
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• 제23권5호
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• pp.598-610
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• 2021

Korean textile and fashion companies have played a major role not only in developing the Korean economy since Korea's industrialization started in the early 1960s but also in providing opportunities to form and expand chaebols (conglomerates of family-owned businesses). This study reviewed and analyzed the historical development of chaebols, which started the fiber/textile/fashion business before the 1960s and maintained their chaebol status until 2010. The Samsung, Samyang, Kolon, Taekwang, Hyosung, LG, and SK groups were included in the study, and data were collected from diverse sources, including the publications and websites of the chaebol companies, newspapers, magazines, and research articles. The strategies of the companies at the corporate and group levels were examined based on the corporate lifecycle, which consists of existence, growth, maturity, rebirth, and decline stages. The results showed that all the analyzed companies actively engaged in product line expansion during the growth stage. Vertical integration, especially backward integration, was common during the growth stage. Some groups established new companies to manage additional product lines and integration, while others pursued growth strategies mainly at the corporate level. The rebirth stage occurred in only a few companies and groups. Some seemed to be going through the decline stage, and the rest of the groups exited the textile and fashion business.

• 한국의상디자인학회지
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• 제5권3호
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• pp.63-77
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• 2003

This study was to analyze the trademarks of The Polo Lauren Company in fashion products and its analogous trademarks that have been applied or registered in the Korean Patent Office. The data was collected from the Korean Patent Office and KIPRIS search system was used. Total 468 trademarks applied by the date of September 10, 2003 including 317 registered trademarks of the Polo Lauren Company and 151 its analogous trademarks applied for fashion products, were used for the analysis. The results were follows. (1) Total 73 different types of trademarks of the Polo Lauren Company were registered for 26 product classification. Trademarks were composed of all possible combination of letter, sign and sketch to prevent the registration of its analogous trademark. Also even the same trademarks were registered for each different product classification. Since the early 1990s the extended trademarks for each segments reflecting diverse lifestyles were frequently registered. (2) Total 134 trademarks that had applied for registration were rejected due to its analogousness to the Polo Lauren. Most of them were seem to purposely analogous to mislead and to confuse consumers. The major type was to add one or two words as brand extention to the genuine Polo brand. Next type was minor modification of genuine trademark. The last type was almost same brand names in different product categories. (3) Total 3 trademarks were not permit to register by the objection of the Polo Lauren Company. Total 19 trademarks were permit to register. Those showed low degree of analogousness. However most of these trademarks were cancelled by the lawsuit of the Polo Lauren company.

• 패션비즈니스
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• 제6권4호
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• pp.17-31
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• 2002

This study is, to the special company with corporate brand, to investigate the effect of its reputation, credibility and the similarity of business area on consumer's attitude toward its clothing products. It is another topic of the study to reveal statistical significance in comsumer's attitude when naming new product with two different brand strategy. The major findings of this study can be summarized as follows. First, there was positive relationship between corporate reputation and consumer's attitude toward new brand and also between corporate credibility and consumer's that. Second, corporate credibility is proven to be grown in proportion to company's reputation. In other words, a corporate credibility is grown with a corporate reputation. Third, the influence of similarity or fitness of business area has a positive effect on a attitude toward new brand. The case of use the new brand name, the variable had low effect on attitude toward new brand, comparing to the case of use the existing brand name but seems to be statistically significant. Fourth, comparing to the inclination toward company's product based on brand name, strategy of supporting brand extension is more effective than that of new brand name on evaluating company's reputation, credibility and the similarity of business area. Fifth, the similarity of business area and the interaction of brand name on the basis of the strategy of use the existing brand name(;brand extension strategy) and new one have significant effect on the inclination to a brand. When participating a new business, it is more effective that a company is extending its business where the similarity of business area is growing. For the case of low similarity, the brand-new strategy is proven to be effective.

• 복식
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• 제59권5호
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• pp.167-179
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• 2009

The purposes of this study were to explore the influence on fashion brand image and brand loyalty according to fit of the fashion brand with cultural art field, motivation in culture marketing of the apparel company, and involvement of the consumers in art activities. The subjects ware 274 male and female in 20s and 30s living in Seoul and Gyeonggi area. The study was obtained through the use of an experimental design which was $2{\times}[2{\times}2]$ mixed factorial design. The summary main results were as follows. First, as far as the effect of the three variables on the social contribution image of the fashion brand, the results of the 3-way interaction are positive. Second, as far as the effect of the three variables on the product image of the fashion brand, the data suggests that only the main-effect of motivation in culture marketing of the apparel company is meaningfully positive. Third, as far as the effect of the three variables on fashion brand loyalty, both fit of the fashion brand with cultural art field and involvement of the consumers in art activities variables show positive results.

• 한국의상디자인학회지
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• 제18권3호
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• pp.213-228
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• 2016

This study is performed the design and production of the real hotel uniforms around the actual case. The purpose of the study is to research and develop the uniform design which is partially utilized for image integration. After reviewing and making up a theoretical background of general hotel uniforms, we designed I hotel's uniforms based on the uniform design process. Research Scope of uniform design is up to the development of it for practicians who have many opportunities to meet customers directly at front desk, banquet reservation office and restaurant. Based on logo of company C.I.(Corporate Identity) and symbol colors, the concept and an illustration according with I hotel are drawn up. Also design is planed and a real is produced. This like objective design development becomes the basis for building a uniform image suitable for C.I.(Corporate Identity) of hotel I and realizing a positive service. Also this study associated with the company would help the design development of corporate uniform.

• 한국의류산업학회지
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• 제6권1호
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• pp.71-77
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• 2004

Various types of industry, from manufacturing industry to service industry, can be a subject of exhibition. So, subdivided studies about exhibition for each type of industry or field are necessary. However, there are still insufficient studies about them. Also, fashion industry related exhibitions should be classified differently from other industries' exhibitions because of their special features. Therefore, this study examines that how an exhibition is utilized as a promotion means of a company and the present condition of a fashion exhibition. It also compares a fashion exhibition with other industrial exhibitions to suggest the effective operations and the progressive promotion of the fashion exhibition. This study uses questionnaire from 140 companies for 5 exhibitions, which participated fashion related exhibitions. Data of this study is statistically analyzed using SPSS for window ver. 10.0 program. It also uses frequency, cross tabs, paired t-test, Independent Samples t-test. As a result of this study, fashion related companies' recognition of exhibitions has been increased. However; in terms of exhibition participation, attitudes such as pre-promotion or pre-education for the staff, who are in charge of the exhibition booths, and the outcome of the exhibition aren't maximized because the right understanding concerning exhibitions is lacking and long-term preparation is insufficient. Also, advertisement for the exhibitions isn't enough because of insufficient preparation and absence of pre-promotion, so consultation with promising buyers can't be activated. Even though there are consultations, the consultations don't have much effect.

• 복식
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• 제53권5호
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• pp.155-169
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• 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
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• 제15권6호
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• pp.163-175
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• 2011

This study tried to improve the design of the symbol mark for the fashion industry and effectively publicize the brand image of a small fashion accessory company through a powerful visual communication strategy. For this purpose, this study performed research and an analysis of the features of existing fashion accessory companies as well as the current status and features of their utilization of symbol marks for the enhancement of the brand's image. Total 48 fashion accessory brands focued on jewerly were selected from the Dictionary of Fashion Brand and the types of symbol analyzed the concepts and formative aesthetics of the symbol mark design in each brand. Based on the data, this study designed the fashion accessory company's logo and a new symbol mark design. It makes full use of the characteristics of the logos and the symbol mark that reflect the most critical issues of fashion accessory design so as to promote the consumers' level of product recognition as well as the product symbol characteristics. In the case of combining characters with concrete objects, they were found generally to use objects that give elegance, cute and feminine images, such as rings, hearts and small pets. Moreover, colors in the series of black/grey seemed to be used to convey the concept of accessory brands that pursue modern, sophisticate, and practical images. As these design plans, enhancement of the consumers' level of recognition of the brand is attempted as well as the execution of an effective publicity of the feature of the product through the use of the logo and symbol marks reflecting the features of the fashion accessory, instead of simply introducing the brand or product. The result of this study indicates that methods to design brand symbol marks for clothing should be incessantly sought in a way to build brand power as an important component to represent concepts and reinforce brand image.