• Fashion & Textile Research Journal
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• v.11 no.3
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• pp.383-389
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• 2009

The purposes of this study were to investigate the level of technological collaboration and technological innovation, and to analyze the effects of these variables on performance of textile and clothing companies. The data were collected from participants of Preview in Daegu Exhibition and Seoul Fashion Sourcing Fair as well as a panel on the Research Institute. The results showed that the numbers of technological collaboration and technological innovation were relatively low but the level of technological collaboration was slightly high. The regression analyses indicated that technological collaboration had a significant effect but technological innovation didn't have a significant effect on company performance. However, these two variables had significant effects on innovation performance.

• The Research Journal of the Costume Culture
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• v.10 no.3
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• pp.293-305
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• 2002

This paper describes the new trends of fashion industry in the era of digital media and Internet paradigm, where fashion is no longer just static contents. Fashion becomes crucial and dynamic contents for infotainment, mobile Internet, and digital media. As therefore, the fashion industry could be positioned as fashion information industry and key elements of fashion communication. In the future, fashion education should be repositioned as dynamic Intermediary not only for traditional textile design, costume design, and merchandising, but also for dynamic fashion information provider, fashion communication and fashion-oriented media related to digital Information, and Internet. As a case study, we briefly describe the successful co-marketing strategies of world-class luxury fashion brands, fashion media, and Internet service provider.

• Proceedings of the Costume Culture Conference
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• 2003.12a
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• pp.29-44
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• 2003

최근 Online Shopping Mall의 확산으로 더욱 질 좋은 제품을 낮은 가격에 구매할 수 있게 됨에 따라 각 Fashion Brand들은 차별화 된 Marketing Strategy로 다양한 소비자들의 Needs를 만족시키지 않으면 성장은 말할 것도 없고, Brand의 생존에까지의 위협이 되는 상황이 되었다. 그리고 주기가 빠른 Fashion의 특성상 Fashion Brand들에서 이러한 현상은 더욱 심화되고 있다. (중략)

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.7
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• pp.1152-1163
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• 2009

Product development and marketing that appeal to consumer emotions are important as shown by a variety of product and service industries that integrate fashion and arts into product design and marketing through collaboration. This study attempted to analyze the patterns in the collaborations of fashion and arts across industry disciplines. A total of 278 collaboration cases reported in news articles were collected from internet databases. Cases were categorized into 5 disciplines of fashion-fashion, arts-arts, fashion-arts, fashion-other industries, and arts-other industries, with each category analyzed in frequency distribution and collaboration type along with related partner and industry characteristics. Collaborations with other industries were observed more than internal ones, and individuals (rather than firms) were more involved in collaborations. Though the collaboration characteristics were different by partner category and sub-category, by individual or firm, and by related industries, a variety of collaborations integrating fashion and arts into product design and development, a new brand launching, product line extension, and co-marketing were observed across product and industry disciplines. The study also described fashion and arts that were integrated into consumer life styles.

• Journal of Fashion Business
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• v.26 no.3
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• pp.1-18
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• 2022

The COVID-19 pandemic has not only increased customer preference for contactless methods but also created digital business opportunities in a variety of industries. Particularly in the fashion industry, contactless distribution and contactless shopping have increased significantly. This study identifies the changed consumers' perception of contactless shopping, which has been expanded due to the COVID-19 pandemic and analyzes specific factors that influence shopping switching intention to derive efficient marketing plans for post COVID-19 era. The study targeted Korean male and female consumers. The perceived value, usefulness, and alternative attractiveness of contactless shopping had a significant effect on shopping switching intention, and a moderating effect of offline fashion stores was confirmed. These results indicate that customers' experience in a fashion store influences their next online and offline shoping. This study, therefore, proposed the direction that the fashion industry should advance from a marketing perspective in the post COVID-19 era.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.125-147
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• 2024

This study aims to analyze consumer perceptions of the metaverse platform and luxury fashion brands in relation to consumer lifestyles, thereby providing foundational data for future marketing strategies of fashion brands using the metaverse. A survey on the lifestyle and perceptions of the metaverse, as well as on luxury fashion brands, was conducted among 300 men and women between their 20s and 40s. Statistical analyses included frequency analysis, cross-tabulation, chi-square (χ²) analysis, factor analysis, cluster analysis, one-way ANOVA, and Duncan's post-hoc test. Factor analysis of the participants' lifestyles revealed five distinct types: "Indifferent," "Social, individual, and leisure-oriented," "Trend-leading and brand-oriented," "Appearance and fashion-oriented," and "Self-improvement-focused and individualistic" types. The analysis of luxury fashion brand perceptions based on lifestyle types showed that the "Trend-leading and brand-oriented" type had higher awareness and preference for brands such as Gucci, Burberry, and Balenciaga, while the "Indifferent" type showed lower levels of awareness and preference. Regarding brand perception related to luxury fashion brand content experiences within the metaverse, Gucci, Burberry, and Balenciaga showed consistent results across all types. Specifically individuals classified under the "Trend-leading and brand-oriented" category exhibited higher awareness and preference for these brands within metaverse experiences, while those categorized as "Indifferent" displayed comparatively lower levels. Therefore, digital marketing strategies targeting consumers under the "Trend-leading and brand-oriented" category are expected to be highly effective for luxury fashion brands. This study is poised to contribute to the expansion of the marketing landscape within the metaverse virtual world for fashion.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.5
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• pp.537-546
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• 2011

This study shows the necessity of internal marketing activities and the need for effective internal marketing programs for fashion shop. This research tests the hypothesized relationships between internal marketing and its determinants such as job satisfaction, organizational commitment, and customer orientation. To measure these hypotheses, a total 200 questionnaires were distributed and 185 were collected. Finally, 163 questionnaires were used for the analysis, while 22 were found invalid. The frequency analysis, factor analysis, reliability analysis, and multiple regression were conducted after coding and cleaning by SPSS 18.0. The internal marketing activities were classified into five factors (internal communication, welfare system, empowerment, educational training program, and incentive system). The results of this study are as follow. First, internal marketing activities have a positive influence on job satisfaction and organizational commitment. Second, job satisfaction has an effect on organizational commitment. Third, internal marketing activities, job satisfaction, and organizational commitment have a positive influence on customer orientation. Accordingly, it should raise the standard of customer orientation, if it is promote the job satisfaction and organizational commitment of employee through internal marketing activities such as internal communication and empowerment.

• Journal of the Korean Society of Costume
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• v.66 no.2
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• pp.76-89
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• 2016

Because of consistent growth of the outdoor-wear market, many outdoor wear brands have implemented diverse marketing strategies to catch consumers' attentions. This research was started with a purpose of examining sponsorship marketing and its effects on outdoor-wear brands. Future research should be conducted by modifying and supplementing the points that were not considered in this study. The factors used to analyze the effects of sponsorship marketing on outdoor-wear brands were brand attitude and purchase intention, and the study used questionnaires collected from 396 men in the Daegu-Gyeongbuk Province. Analysis of the data was performed using factor analysis, independent sample t-test, ANOVA, and cluster analysis. The study result is as follows. First, there was no difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to the level of information consistency. Second, there was a significant difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to age, income, clothing expenditure, and spending for products. Third, there was no difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to the shopping orientation group.

• The Research Journal of the Costume Culture
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• v.27 no.2
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• pp.154-168
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• 2019

The present study investigated fashion Instagram marketing, applying the concept of gamification. It set out to examine the following specific issues: 1) perceptions of flow, pleasures, dimensions of game dynamics (challenge, competition, achievement, reward, relationships among participants, and relationships between brands and consumers), and consumer responses based on frequency and involvement in exercise; 2) the effects of game dynamics dimensions on flow and pleasure; and 3) the effects of flow and pleasure on consumer responses. An online survey was used to gather data and the study analyzed a total of 200 responses. The results of the study were as follows. Perception differences were found only in relation to exercise involvement. Competition, relationships among participants, and relationships between brands and customers positively predicted flow. Among the dimensions of game dynamics, challenge, competition, reward, relationships among participants, and relationships between brands and consumers positively influenced pleasure. In addition, the study also found that pleasure and flow had positive effects on intention to participate and brand loyalty. Meanwhile, only pleasure predicted word-of-mouth. These findings suggest that fashion brands implementing Instagram as a marketing channel should seek to stimulate pleasure and fun to provoke positive consumer responses. Furthermore, the findings of the study provide practical and useful insights for fashion brands implementing Instagram marketing.

• Proceedings of the Korea Society of Costume Conference
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• 2002.10a
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• pp.91-91
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• 2002