• Journal of Fashion Business
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• v.15 no.3
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• pp.32-50
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• 2011

This study is designed to analyze the effects of demographic factors on children's wear brand preference and their reasons, and brand evaluations. A total of 355 usable data was collected from housewives in three metropolitan cities (Seoul, Daejeon, and Sungnam) in Korea. An ANOVA and crossing analysis were used to determine the strength(percentage) among several dependent variables. Also, regression analysis was used to examine the effects of demographic factors on each factor and component related to fashion brand evaluation. Overall, ANOVA and crossing analysis results showed that the visual attributions (variables) of clothing marked significantly higher scores than others (functional attributions). This result is noteworthy because it is opposite of common stereotypes and prejudices that selectors who first recognize visual information (aesthetic attributions) as a clothing buying criteria should be unsatisfied with them after wearing. Therefore, this research suggests that the chief reason in determining the outcome of success or failure in fashion industry depends on their trend productions with fashion image creation by reflecting the exclusive trends based on consumer's taste and wants.

• Fashion & Textile Research Journal
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• v.22 no.6
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• pp.705-715
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• 2020

The domestic fashion industry of the middle and late 20th century emphasized the importance of a standardized design process; however, the values of differentiated brand individuality have become increasingly important with the qualitative·quantitative growth of designer brands. Therefore, paying attention to designer individuality (or a differentiated element of a designer brand growing up in the domestic fashion industry) this study reestablished factors of the designer brand individuality. An in-depth interview was conducted with 13 designers and consumers for empirical analysis. In order to identify concepts of designer individuality based on the theory of the brand personality by Aaker along with precedent studies, the study devised a theoretical frame to explain a conceptual structure of designer brand individuality as well as reestablish its factors as the designer individuality, design and non-design factors through empirical research. Empirical research derived the designer individuality factors as an external designer image, designer taste, design philosophy and designer personality. Design factors were derived as concept, working process and method, style and formativeness. Non-design factors were also extracted as wearing experience, wearer image, lookbook image, fashion shows and exhibitions. It is meaningful that little empirical research has been conducted on domestic fashion designers who actually run designer brands and that this study helped understand designer brands through a new approach called designer individuality.

• Fashion & Textile Research Journal
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• v.24 no.2
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• pp.173-182
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• 2022

As consumption pattern and fashion communication become digitalized, fashion houses are being inherited by creative directors owing to their expanding role. While the roles and responsibilities of creative directors have been changing extensively along with the dynamic nature of the fashion industry, researches on creative directions have mostly focused on luxury brands. This study examined the creative direction of John Galliano for Maison Margiela, a conceptual brand to be maintained by a creative director. To analyze this, the authors established a creative direction analysis model constituting five elements: brand heritage, trend, democratization, brand status, and persona, drawing on the luxury brand architecture by Kapferer and Bastien. Thus, Galliano has maintained anonymity as a heritage of Maison Margiela, expanding the existing Replica lines, and introduced fashion shows focusing on current issues or social phenomena. As a democratization strategy, he directed the brand to associate with more popular brands or expanded diffusion lines to secure broader customer base, while demonstrating couturier-like showmanship in the media and establishing his own persona. His direction for Maison Margiela recreates and expands brand heritage by transforming the brand philosophy. Therefore the new creative direction communicates with the wider public and diversifies customer bases through democratization strategies, while building Galliano's own persona.

• The Journal of Industrial Distribution & Business
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• v.14 no.1
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• pp.49-56
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• 2023

Purpose: This research aims to explore the impact of fashion marketing on the sales of luxury brand items and to identify the strategies that can be used to market luxury fashion items successfully, addressing the research gap of how fashion marketing can lead to increased sales, customer loyalty, and satisfaction for luxury brand items. Research design, data and methodology: The present study conducted the method of the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) which is a reporting guideline for methodical assessments and meta-analyses. It offers a consistent approach for conducting and reporting these types of studies, which can help to improve their quality and transparency. Results: The findings indicated that fashion marketing can positively impact luxury brand sales. It can significantly increase the number of luxury brand purchases. the presence of the quality label increased the participants' purchase intention and attitude towards the brand, suggesting that the quality label can create a positive perception of the brand and increase the likelihood of purchasing. Conclusions: This research concludes that fashion marketing can have a positive effect on improved customer recognition of the brand. Thus, companies should focus on developing campaigns that capture the attention of potential consumers, creating an emotional connection with them.

• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.1
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• pp.87-102
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• 2021

The purpose of this study is to consider effective digital marketing strategies through analysis of luxury fashion brands. This study conducted both quantitative analysis and case studies of the brands Louis Vuitton, Gucci, Burberry, and Chanel. To measure the brand image of the luxury fashion brands, the survey was distributed to Millennials, and total of 277 responses were used for the final analysis by using SPSS 25.0 statistical program. Other than survey, this paper analyzed digital marketing strategies of luxury fashion brands through brand-related papers, website and social media of each brand, Samsung Designnet's database, and news posted on search engines. The results of this study are as follows: First, according to the result of examining brand image of luxury fashion brands, there was no significant difference between brands, except Gucci. Second, this study analyzed each luxury fashion brand to understand the characteristics of digital marketing, and common characteristics were identified. Third, by analyzing the brand image and digital marketing strategies of luxury fashion brands, it was confirmed that Gucci's brand image and digital marketing strategies were consistent, while there was a difference between Burberry's brand image and digital marketing strategy. Therefore, this article proposes the following digital marketing strategies that are suitable for luxury fashion brands. First, is the connection of on/offline channels. Second, is the use of AI technology. Third, is a blockchain-based platform.

• Korean Institute of Interior Design Journal
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• v.25 no.4
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• pp.135-146
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• 2016

The purpose of this study is to analyze the correlation between fashion brand image and store space image. To investigate this study further, one of the luxury fashion brands was selected for a case study and surveys were conducted to 200 participants. This study evaluates the factors of fashion brand images that customers associate with a brand before stepping inside the flagship store. Also it analyzes the factors of store space image after the experience of the flagship store. As a result of the correlation analysis based on quantitative statistic measures, the fashion brand image and store space image coincided highest with extraordinary, young and strong characteristics. According to the space elements of the flagship store, the relationship of the brand image with the store image was investigated. As a result of analysis, customers felt the high correlation with the facade among the architectural elements of flagship store. This resulted in that customers consider that the black box of the facade represents originality of this fashion brand as a concept of spatial elements. As a practical implication, companies should understand that the architectural design is a very crucial component in designing the flagship store, as it gives customers their first impression about a brand. The brand image is required to be integrated through the exterior design of the store. The final conclusion of this study shows that the flagship store provides a space where you can experience the corporate value and brand through the space of brand experience and share an emotional image created by the brand as well.

• Fashion & Textile Research Journal
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• v.10 no.4
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• pp.506-514
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• 2008

The purpose of this study was to investigate the effect of attitude towards parent brand on extended fashion products in case of fashion brand extension. The subjects of this study were 386 college students and data were collected using survey questionnaire. For data analysis, factor analysis and path analysis were applied. The results showed that there were four factors (e.g., familiarity attitude, emotional attitude, value-expressive attitude, utility information attitude) in attitude towards parent brand and six factors (e.g., economical risk, utilitarian risk, social risk, psychological risk, time/advantage loss risk, risk for losing opportunity) under perceived risk in extended product. The results showed that attitude towards parent brand had a negative effect on perceived risk in extended products and had a positive effect on attitude towards extended products. Perceived risk in extended products then had a negative effect on purchase intention of extended products whereas attitude towards extended products had a positive effect on purchase intention of extended products.

• 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 Korea Fashion and Costume Design Association
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• v.18 no.1
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• pp.105-120
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• 2016

The purpose of this study is to verify the effects of brand experience on Brand Loyalty according to Emotional Responses. For this study, data were collected through Google questionnaires site. The survey ran from March to May, 2015, the total of 329 respondents was used in analysis. The subject consisted of adults living in domestic region, and convenience sampling. For statistical analysis, AMOS were used to verify the study model. The major results of the research are as follows. First, as to the relation between brand experiences and affectional responses, all of experience dimensions positively affect affectional responses. Second, regarding the relation between brand experience and brand attitude, partially experience dimensions affect brand attitude. Third, affectional responses affect positively brand attachment. Forth, brand attitude affect positively brand attachment. Fifth, brand attachment positively affect attitudinal brand loyalty and behavioral brand loyalty. Finally, with regard to the relation between brand experiences and brand attitude, consumer need for uniqueness has partially moderating effects when behavior experience affect brand attitude.

• Fashion & Textile Research Journal
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• v.15 no.1
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• pp.73-83
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• 2013

This study explores the ideal corporate social responsibility(CSR) that fashion consumers expect from a fashion firm in the identification of dimensions and levels of consumer expectations as well as examines the impact of CSR expectations on customer-base brand equity. The data of 315 adults were collected through a nationwide online survey. In order to analyze the data, this study employed Confirmatory factor analysis (CFA), paired t-test, structural equation modeling(SEM), and descriptive analysis. This study first identified seven fashion CSR expectations (environmental, ethical, social, internal management, philanthropic, economic, and legal expectations). Internal management and environmental activities were highly expected from fashion firms; however, economic activity was low in expectations. Five models separately tested the relationship between CSR expectations and brand equity (trustworthiness, attachment, performance, social image, and value). Economic, environmental, internal management, social and ethical CSR expectations influenced customer-based brand equity; however, philanthropic and legal expectations did not influence any dimension of customer-based brand equity. This study provides a framework of ideal CSR from a consumer perspective and suggests that fashion marketers should focus on economic, environmental, internal management, social and ethical CSR activities to meet the expect Haitians of fashion consumers and build stronger brand equity.