• Journal of the Korean Society of Clothing and Textiles
• /
• v.45 no.1
• /
• pp.73-93
• /
• 2021

This study typifies fashion mobile plays in a digital environment and explores the experiential value created by them through a case study of a fashion brand mobile app. For the case analysis, mobile plays were divided into four types: intrinsic motivation/active participation, intrinsic motivation/passive participation, external motivation/active participation, and external motivation/passive participation, depending on the mobile players motivation and level of participation. Among the global fashion brand mobile apps released from 2009 to 2019, 16 cases suitable for the analytical framework were used for final analyses. The main results are as follows. First, mobile play value include characteristics such as networkability, immersion, hyper-spatiality, and super-temporality in addition to the attributes of a traditional play such as spontaneity, uncertainty, regularity, and playfulness. Second, the four types of mobile play provide participants with an experiential value such as creative value, emotional value, social value, and exploitative value. This study has academic implications in terms of introducing a new framework that can typify mobile plays and suggest practical implications for what experiential value fashion companies can give consumers through mobile app marketing.

• Journal of Service Research and Studies
• /
• v.13 no.3
• /
• pp.39-56
• /
• 2023

Due to restrictions on offline activities caused by COVID-19, the use of mobile applications is increasing along with interest in online shopping, which are non-face-to-face commerce. Accordingly, mobile applications and various industries are combined, and the number of cases of using mobile applications in the fashion industry is increasing. In this study, the effect of e-service quality of fashion mobile applications on user's flow, user satisfaction, and service loyalty was examined. To conduct this study, a survey of 274 people who experienced the 'ABLY' fashion mobile application was used for analysis to verify the hypothesis. As a result of the analysis, it was found that informativity and responsiveness among the e-service quality of fashion mobile applications had a positive (+) effect on flow. And it has been confirmed that informativity, reliability, and responsiveness affect user satisfaction. In addition, flow has a positive (+) (+) effect on user satisfaction, and user satisfaction has a positive (+) effect on service loyalty. However, among the e-service quality of fashion mobile applications, reliability did not have a positive (+) effect on flow. And ease of use did not have a positive (+) effect on both flow and user satisfaction. Finally, it was confirmed that flow did not directly affect service loyalty. Through this study, we intend to contribute to the establishment of marketing strategies for fashion mobile application users, who are increasing with the development of mobile technology, and provide practical implications for the post-COVID-19 era.

• Journal of Fashion Business
• /
• v.20 no.1
• /
• pp.142-156
• /
• 2016

Convergence of IT devices and fashion is enabling the industry to take fully different approaches in various areas including product planning, fabric selecting, distributing, and marketing. At the same time, it also transforms the definition of clothing itself. Convergence of IT technologies in the realm of fashion and textiles industries can create a powerful synergy through connection digital devices, such as mobile phone. In this context, this study attempts to suggest how IT technology can be efficiently harnessed through the usage of mobile devices in the planning stage of fashion materials, where the initial production plan of a clothing item is mapped out. This study ultimately aims to enhance the effectiveness of databases on fashion material information by using mobile devices to utilize NFC, an RFID technology having as much revolutionary power as Internet - which can be the convergence between IT and fashion across the software dimensions. To pursue this research, data on fashion material information regarding 200 woven fabric specimens were provided by textile companies. The information includes elements such as its composition, weight, width, yarn, density and sales report. These pieces of information were organized into a database. Drawing on this data, Android-based applications that allow smart phones to read off fabric information from NFC tags were developed for this study using two methods. The system works as follows: 1. NFC tag stickers are attached onto the hangers where 200 fabric samples are hanging. 2. The NFC tag stickers are tagged, or read off from a smart phone that support NFC functions. 3. Upon tagging, the Smart phone swiftly displays all information available on its screen - not only the aforementioned six elements, but also the image of the clothing item from the fabric in its finalized product form, and the video of the model wearing the item - for convenient view. The method harbors immense potential for the fashion industry in general, and will also be useful in those fields inside the industry that harness NFC technology.

• Journal of Fashion Business
• /
• v.18 no.1
• /
• pp.1-21
• /
• 2014

This study exceeds the view on the fragmentary fact-finding surveys related to the application of mobile commerce which further develops the evaluation model of fashion mobile commerce website and considers the validity of comprehensive fashion mobile commerce with quality evaluation factors according to the Task-Technology Fit. To fulfill the study objectives, a total of 433 questionnaires are being conducted to the customers with first-hand experience on fashion merchandises through mobile commerce. The judgement sampling method is employed according to the sample population ages from 20s to 30s during two months period. Based on the results of the above-mentioned path analysis, we have observed the following: First, the path relation analysis results show that the M-marketing (M-marketing) between perceived usabilities had effects to the perceived usability and the M-sales had effects to the perceived usability. Second, as seen from the fashion mobile shopping conformance (TTF), the perceived usability, customer satisfaction, and path pipe analysis result conformances between perceived values and immersions have effects of perceived usability, customer satisfaction and perceived value, and thus, indicate that the perceived usability had effects on the customer satisfaction and immersion. Third, the customer satisfaction, perceived value and immersion all have effects on the purchasing intention.

• Journal of Fashion Business
• /
• v.19 no.6
• /
• pp.82-100
• /
• 2015

Mobile fashion apps present much opportunity for marketers to engage consumers, however not all apps provide enough functions for their targeted audience. This study aims to determine how mobile fashion apps can be used to build brand community with consumer engagement. Qualitative data on fashion mobile apps were collected from the Apple app store and Android market during the spring and summer of 2015. A total of 110 fashion mobile apps were collected;, 50 apps were identified as apparel brands that either manufacture or sell apparel to consumers, which we categorized as "brand" fashion apps, and the remaining 60 were categorized as "non-brand" fashion apps. The result of the study can be summarized as below. The 60 non-brand fashion apps were grouped into 5 app types: shopping, searching, sharing, organizational, and informational. The main functions are for informational use and shopping needs, since at least half (31 apps) are used for either retrieving information or for shopping. However, in contrast, social networking and location were infrequent and not commonly utilized by these apps. The most common type of non-brand fashion apps available were shopping apps;, many shopping apps enable users to shop from several different websites and save their items into one universal shopping cart so that they only check out once. Most of these apps are informational and help consumers make more informed decisions on purchases;, in addition many offer location services to help consumers find these items in store. While these apps perform several functions, they do not link to social media. The 50 brand apps were grouped into 5 brand types: athletic, casual, fast fashion, luxury, and retailer. These apps were also checked for attributes to determine their functionality. The result shows that the main functions of brand fashion apps are for information (82% of the 50 apps) as well as location searching (72% of 50 apps). Conversely, these apps do not offer any photo sharing, and very few have organizational or community functions. Fashion mobile apps and m-marketing elements: To build brand community, mobile apps can be designed to motivate consumer's engagement with brands. The motivations of fashion mobile apps are useful in developing fashion mobile apps. Entertainment motives can be fulfilled with multimedia attributes, functionality motives are satisfied with organizational and location-based features, information motives with informational service, socialization with community and social network, learning and intellectual stimulation from informational attributes, and trend following through photo sharing. The 8 key attributes of mobile apps can correspond to the 4 m-marketing elements (i.e., Informative content, multimedia, interactions, and product promotions) that are further intertwined with m-branding elements. App Attributes and M-Marketing aim to Build Brand Community;, the eight key attributes can impact on 4 m-branding elements, which further contribute to building brand community by affecting consumers' perceptions of brands preference and advocacy, and their likelihood to be loyal.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.37 no.7
• /
• pp.1000-1014
• /
• 2013

This study identifies the determinants that influence attitude toward and the intention to use mobile shopping services through fashion applications (apps) based on the technology acceptance model. In addition, gender and age group differences were examined. Data were collected from subjects who have used smartphone fashion related apps; subsequently, a total of 327 data were analyzed. About 46% of respondents were males, with a mean age of 34.4 years that ranged from 20 to 49 years old. Multiple regression models were developed based on the research model. Perceived usefulness, perceived ease of use, perceived enjoyment, perceived risks (security risk and quality risk), fashion involvement, and fashion app attributes (product attributes and service attributes) were employed as predictors of attitudes towards mobile shopping. Attitudes towards mobile shopping and subjective norms with the aforementioned variables measured the intention to use. Attitudes towards mobile shopping were predicted by perceived enjoyment, perceived usefulness, and service attributes. Attitudes toward mobile shopping and subjective norms were the most important predictors of the intention to use. Gender differences were found in that service attributes were significant for attitudes towards mobile shopping only in the male model. Age differences were also found and perceived usefulness was the most important predictor of attitudes toward mobile shopping among those in their 20's; however, perceived enjoyment was the most important among those in their 30's and 40's. Quality risk was only significant to explain intention to use among those in their 40's. The findings of this study are useful to understand the possibility of the adoption of mobile shopping though fashion apps and provide basic insight into market segmentation.

• Journal of the Korean Society of Costume
• /
• v.64 no.1
• /
• pp.136-151
• /
• 2014

This study systematically analyzed types of fashion brand application focusing on accounts created in Korea. While referring to 'Chanel' which has developed a fashion brand app for the first time in August of 2008, not only for App store by Apple Inc. of the greatest market share but also for Android market, the one and only competitor of App store, the study examined cases of fashion brand app in Korea and foreign countries which have been in service till August of 2013 since the year of 2008. To achieve the research goal, the study conducted a literature research and a case review, categorizing the app by their distinctive functions which were Basic Information, SNS, AR, LBS, Entertainment, Mobile Shopping and Live Streaming. As for the first function, Basic Information, it was considered to provide information on a brand such as prices, sizes and colors of products which should be the most fundamental function of a fashion brand. The function would include look book, catalogues, photographs and others of products, helping users of the app with their understanding on images and concepts of the brand. Second, SNS function was considered useful for its mobility and communication and with the help of theirs, the users share fashion information with each other. Third, AR function as in a filed of virtual reality would edit virtual objects to look real in an actual environment. This would eventually offer the users a chance to try for clothes virtually. The fourth function, LBS, would work with GPS to find a store closest from a present location. This would be a help when the users try to find stores holding promotion events or trails while hiking in mountains. The fifth Entertainment function would include all sorts of games and chances for the users to listen to music and keep fashion diaries. The sixth function, Mobile Shopping, would help the users purchase items online via the app as they would not visit a store in person. The seventh function, Live Streaming, would give the users chances to actually see fashion collections in real time, held all over the world in every season. Because of this function, not only fashion experts but also regular people have become able to enjoy the fashion shows. The distinctive characteristics of the fashion brand application discussed in the study will be a useful reference when any relevant fields try to design other new fashion brand application.

• Journal of the Korean Society of Costume
• /
• v.67 no.1
• /
• pp.40-55
• /
• 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.

• Fashion & Textile Research Journal
• /
• v.23 no.5
• /
• pp.611-623
• /
• 2021

In the era of COVID-19 and advanced ICT technology, retail technologies such as those that use virtual reality(VR) have been drawing significant attention in the fashion industry. This study investigated the impact of shopping motivation and telepresence on consumer attitude, trust, and behavioral intentions in VR fitting room application environments. An online survey was conducted on female consumers in their 20s and 30s after exploring a VR fitting room application. Overall, 225 responses were used for the analysis. The study demonstrated that usefulness had a significant effect on attitude toward product (ATP) and trust toward app (TTA), while enjoyment had a significant effect on ATP, but did not significantly affect TTA. Telepresence did not significantly affect TTA, but had a significant influence on ATP and behavioral intention. TTA had a significant influence on ATP, and both ATP and TTA had significant effects on behavioral intention. Moreover, the effects of usefulness, enjoyment, and telepresence on ATP, TTA, and behavioral intention were significant, as the self-congruity between consumers and avatars increased. The application of the motivation theory and technology acceptance model offers theoretical perspectives for understanding VR fitting room application users' attitudinal and behavioral responses in mobile shopping environments. In addition, this study provides practical implications to mobile retailers that utilize advanced technologies.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.45 no.5
• /
• pp.741-757
• /
• 2021

In addition to direct sales to consumers, the direct-to-consumers (D2C) strategy, which provides specialized experiences and services, communicates closely with a consumer's perspective. This tendency is related to the recent trend wherein the luxury fashion system is being transformed into a new luxury. Therefore, this study analyzes the development of online D2C platforms and investigates the characteristics of new luxury from the functional, symbolic, and experiential dimension perspectives based on mobile apps, which is becoming increasingly important among online D2C platforms. Based on the study results, the premium of new luxury fashion displayed in Louis Vuitton's mobile D2C platform in terms of product utility and functionality is newly defined as a usable luxury experience. Moreover, from the heritage perspective, based on the cultural sympathy of the brand contents, we determine that an attachment can be formed between new luxury fashion consumers and brands. Additionally, the personalization service and experiential content on the D2C platform can directly afford emotional and bonding induced brand immersion in a playful way.