• Journal of the Korean Society of Costume
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• v.66 no.7
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• pp.154-170
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• 2016

The female leadership styles in the 21st century have been established as a major axis. Especially, the fashion of female politicians being exposed to the public during political activities has become a main element of a measure displaying visually female leadership styles in the 21st century and image making as well. Consequently, this study conducted qualitative research through the interview method to figure out regular voters' thoughts in depth about images being required for female political leaders and the fashion maximizing those images, and drew the detailed design elements. Suggesting the clothes design reflecting those elements for female political leaders by 3D virtual clothing works emerging as a new market creating profits related to fashion. The images which female political leaders have to have and were extracted through the interviews in this study, showed as feminine, strong leader, honest, and intelligent images, and also it was shown that female political leaders displaying proper images depending on the circumstances and using those images in politics rather than sticking to a fashion identity were favored by interviewees. The present study intends to contribute to being used as basic data of various research and fashion items of virtual reality and establishment of successful fashion strategy for female political leaders.

• Journal of Fashion Business
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• v.10 no.6
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• pp.110-121
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• 2006

The purpose of this study is to analyze the various types and areas of recent collaborations in fashion industry and to find the utility value of collaboration. Seventy seven cases of fashion collaboration marketing strategies were selected from officially announced literature survey and enterprises information around the world. Among the seventy seven cases of fashion collaboration surveyed in this study, collaboration with other fields made up 59.7 percent, collaboration between the same fashion categories made up 40.3 percent. Among the areas of other fields, collaboration with IT(Information Technology) or Motor enterprises were included and made up 36.4 percent. Collaborations with Culture and art world that fashion brands collaborate with world-renowned industrial designer or artist and star entertainers were also included and made up 23.3 percent. Among the areas of the same categories, collaboration of fashion designer and sports or casual brand made up 22.1 percent. Collaborations of home shopping mall and fashion designer made up 18.2 percent. Collaboration cases surveyed in this study were classified according to three types; co-product development, co-branding, and co-marketing. Collaboration for co-product development made up 72.7 percent. Collaboration for co-branding made up 27.3 percent. Collaboration for co-marketing made up 37.7 percent. These collaboration marketing strategies are very efficient to upgrade brand image and cut the marketing cost by creating new target, product, brand, and promotion through successful partnerships. Therefore, much more various types and areas of fashion collaborations should be developed to create something new for future consumers.

• Fashion & Textile Research Journal
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• v.14 no.6
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• pp.928-940
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• 2012

The present study aimed to propose the competitive strategy to fashion brand franchise stores by analyzing articles regarding success stores as published in fashion magazines. A total of 91 articles were selected from three fashion magazines and content analysis was applied to extract major factors. Four types of trading areas and eight product types were compared by the major factors. As results, six major factors composing competitive strategy were analyzed such as personal selling, management of sales forces, promotion, customer relationship management, management of store space, and relationship with headquarter. Comparing competitive factors by the types of trading area, management of sales forces and personal selling were crucial for central district and for outlets/interchange district. On the other hand, personal selling and customer relationship management were important for local district while management of store space and personal selling were critical for tenants of the large discount store/shopping mall area. Comparing by product types, personal selling was the most important factor for all product types except young casualwear whereas the second important one was management of sales forces for adult casualwear, womenbbbs wear, and others. For menbbbs wear, sales promotion was the second important one whereas management of store space was the second crucial one for underwear and childrenbbbs clothing. Based on the present study result, it is proposed that competitive strategy of individual fashion brand franchise store should be differently developed because the characteristics of trading area and product type are different and in turn, customers benefit and competition might be different.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.6
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• pp.1087-1106
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• 2020

The emergence and development of innovative science and technology is changing lives at a rapid pace with the expansion of human perception. The development of the media extends the scope of activities of the body and the mind, realizing the imagination and challenging the limits of experience. In this process, the transformation of media into new forms such as disassembly, merging, and fusion have emerged that have resulted in the emergence of transmedia. In recent years, the fashion industry has responded quickly to trends and is actively engaged in transmedia communication activities. Among them, Gucci's media utilization strategy has attracted interest in the millennial generation. This study examines the strategy of transmedia storytelling by concentrating on the case of Gucci among luxury fashion brands that utilize media effectively in various aspects. It reveals the aspect of how the use of transmedia can be used to enjoy the story of fashion content and spread its value.

• Journal of the Korea Fashion and Costume Design Association
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• v.9 no.2
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• pp.155-166
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• 2007

The purpose of the research is to provide the operation plans of internet marketing for effective application as marketing tools by analyzing the application status of marketing mix through the 30 websites of sportswear brands. Firstly, a study on the marketing mix strategy of sportswear brands presents that most brands put a high priority on promotion strategy by achieving online marketing. Secondly, compared with the other company brands which have online shopping mall, the website of sportswear brands consists of centered brand image. Therefore, based on the analysis about the variety of products and merchandise picture in each item and detailed information offer of neo-products introduction, marketing mix is insufficient in the website of sportswear and the price strategy has the least information. After website of sportswear brands is connected with online-shopping mall, guidance for its price and product is performed mainly. Consequently the sales promotion strategy of price needs development through the incentive and discount price. Promotion strategy occupies more parts than any other strategy. Especially, it allows a high proportion of the variety of events and information for the customer services. Also it needs to improve its bulletin board and Q&A board on the website for better communication with customers. Furthermore distribution strategy focuses on information such as location, contact numbers and address of the online shopping mall. Although online shopping mall has its own advantage which is marketing on the internet, it is not yet in progress.

• Fashion & Textile Research Journal
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• v.9 no.5
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• pp.516-527
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• 2007

This study was designed to make a proposal of a classifying model of Korean fashion brands as the first step in a long-term research plan developing a globalization roadmap for Korean fashion industry. On the basis of ownership advantages of a brand which included firm level attributes and brand level characteristics, fashion brands were classified into eight types. The proposed model was expected to provide an efficient and meaningful framework in developing global strategies both for academic and practical purposes. The model proposed four major categories of fashion brands including manufacturer brands, designer brands, retailer brands, and non-brands. Manufacturer brands were further classified into three groups of conglomerate fashion brands, fashion brands, and sports-specialized brands. Non-brands included small/very small-sized manufacturer non-brands, small/very small-sized non-brands, and OEM/ODM exporters. The classifying dimensions, brand type characteristics, and the globalization approach were discussed. Methods to test the reliability and validity of classifying were also discussed in the text.

• The Research Journal of the Costume Culture
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• v.19 no.5
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• pp.970-980
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• 2011

As a type of intimate architecture, fashion has always mediated the dialogue between clothes and the body, or fashion and figure. This study seeks to inquire the current aesthetic consciousness of the body and dress in Japanese avant-garde fashion and intends to research the features and meanings in the pastiche of Western sartorial convention in Japanese avant-garde fashion in order to examine the changing aesthetic attitude in postmodern fashion. The study investigates subjects of the fashion collections of the turn of the twenty-first century, when pastiche strategies frequently appeared in Japanese avant-garde fashion, through the methodology of literature research and case analysis. The results of the study are as follows: by developing the strategy of pastiche, Japanese avant-garde fashion exposes the defectiveness of the Western idea of the idealized and standardized body for mass productions, thus freeing design from its traditional confinement to the human body. Drawing on the re-conceptualization of the sartorial convention of Western tradition, Japanese avant-garde fashion designers tend to experiment with extreme exaggeration in form, refusing to subscribe to the traditional Western values built on the balance and symmetry of the body. Through the combination of the past and the present as well as the inner-wear as outerwear strategy, the historical pastiche challenges convention and symbolism, which results in the discord between signifiant and signifi$\acute{e}$ of clothing.

• Journal of the Korean Home Economics Association
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• v.49 no.4
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• pp.25-35
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• 2011

This study was intended to suggest overseas expansion strategy of Korean fashion character through sensitive space creation. This study reviewed literature, and did internet searching and observation. For the research methods were the analysis of the main retail spaces utilizing character and case study for the classification of collaboration types between retail space and character. As a results, 8 collaboration types between space and character were extracted: collaboration between retail distribution space and character, collaboration between product space and character, collaboration between service space and character, collaboration between experience space and character, collaboration between moving space and character, collaboration between publicity & advertising space and character, and collaboration between exhibition space and character. This study suggested the necessity of consistent identity strategy between character and retail space for a new character brand and the effectiveness of collaboration strategy for enhancement of character brand awareness.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.7
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• pp.882-891
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• 1998

This study purported to analyze the condition of the degree standardization and types of global ads. in the multinational fashion brand corporations. The analyzed ads. were sampled from monthly magazines on same seasons in 1997. This study was done by means of checklists were modified other researcher's research measurments. Researcher counted of advertising message. Zero point meant perfect stan-dardization and 13 points meant perfect non-standardization. The types of advertising appeal were analyzed according to constituent unit's expression types. The results of the study proved that the degree of standardization was considerably high, which means that the multinational fashion brand corporations used the standardization strategy. In particular, the degree of standardization in sports wear and casual wear ads. was low compared with the degree of standardization in the other ads. Most of the global fashion ads. were composed of illustrations only. Besides, emotional appeal type was usually used in glabal fashion ads.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.2
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• pp.216-230
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• 2014

The importance of the Chinese fashion market is increasing; therefore, this study investigates the possibility of implementing a Word-of-Mouth (WOM) marketing strategy among Chinese students in Korea. This study examines the effects of consumer characteristics (similarity, opinion leadership, and fashion innovativeness), awareness of Korean fashion brands, satisfaction with Korean fashion products on WOM experiences and WOM behavior (off-line as well as on-line). A total of 161 responses from Chinese students in Korea were gathered and analyzed using SPSS 20.0 for descriptive statistics, factor analysis, and regression analysis. The results show that consumer characteristics (except similarity) significantly influence WOM experiences, opinion leadership influence off-line WOM behavior, and fashion innovativeness influence online WOM behavior. However, similarity has no influence on WOM experiences and WOM behavior. Second, Korean brand awareness affect both WOM experiences and behavior; however, satisfaction with Korean fashion products only affected WOM experiences. This study showed the feasibility of conducting a WOM marketing strategy using the WOM effects of Chinese students in Korea. The study may help the Korean apparel industries establish an entry strategy for the Chinese market.