• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.5
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• pp.815-829
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• 2016

This study investigates Korean consumers' general perception on brand authenticity, tests the influences of authenticity determinants on the evaluation of fashion brand authenticity and compares the influences in terms of brand category (luxury/non-luxury). A three-stage methodological approach was adopted: (1) A literature review identifies authenticity determinants and generates measurement items. (2) A preliminary study uses a quantitative survey (n=50) to purify the determinants. (3) A quantitative consumer survey (n=150) identifies general perceptions on brand authenticity by measuring the perceived relevance of brand authenticity on determinants and explores the influence of determinants on authenticity evaluations using purified measurements of authenticity determinants. The results of general perception on brand authenticity show that Korean consumers deem authentic brands as honest, sincere and socially responsible. The results indicate obvious differences between luxury and non-luxury brands towards the influence of perceived authenticity determinants (genuine, consistent, original, traditional and authoritative) on authenticity evaluation of luxury/non-luxury brands. In non-luxury brands, only 'genuine' and 'consistent' have significant effects that are similar to the results of the general perception on brand authenticity. However, only 'consistent' and 'authoritative' have significant effects for luxury brands and are different from the general perception.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.2
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• pp.258-272
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• 2016

This study estimated a structural model for examining causal relationships among flagship store experiences, store emotion and loyalty, and to compare the structural models between luxury and fast fashion SPA brands. A total of 416 responses were collected from consumers who had experience with a variety of luxury and SPA flagship stores. Findings confirmed that flagship store experience consisted of four factors, such as sensory, affective, intellectual and behavioral experiences. Sensory and behavioral experiences had positive effects on store emotion that influenced loyalty. Affective and cognitive experiences influenced loyalty. All aspects of experiences explained store emotion or loyalty for luxury flagship stores; however, two of experiences (i.e., sensory and affective) were important to determine store emotion or loyalty for SPA flagship stores. The study discussed managerial implications for fashion brands to develop and manage flagship stores.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.7
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• pp.1007-1018
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• 2004

Luxury fashion brand business is one of the most successful global businesses in these days. The luxury fashion brands with strong brand power permeates through various regions of the world with high added value and buying power. This study was conducted to determine the dimensions of the luxury fashion brand equity so that the fashion marketers can develop strategies to increase their brand power. ID find out the dimensions of the luxury fashion brand equity, qualitative as well as quantitative research methods were employed. Qualitative research was conducted by interviewing 12 consumers who were loyal to the luxury fashion brands. A total of ten dimensions(uniqueness, sophistication, display, economical and utility value, overall pleasure, satisfaction, reputation, trust respect, social acceptance) were identified as a result of the literature review and the qualitative analysis, and a questionnaire was developed based on them. The questionnaire was administered to 250 subjects and the responses were analyzed by factor analysis to confirm the dimensions empirically. As a result of factor analysis, 7 dimensions of fashion luxury brand equity are ＇chic and pleasure＇, ＇trust＇, ＇distinction＇, ＇reputation＇, ＇economical and utility value＇, ＇social acceptance＇, and ＇status＇. First, ＇reputation＇, ＇economical and utility value＇ and ＇social acceptance＇ are similar to the result of the literature review and the qualitative analysis. Next, ＇Chic and pleasure＇ included ＇overall pleasure＇,＇display＇and＇sophistication＇that were identified previously. We knew that People would expect emotional responses such as display through luxury fashion brand. ＇Trust＇ included ＇trust＇ and ＇satisfaction＇ that were identifed previously. ＇Distinction＇ included ＇uniqueness＇ and ＇respect＇ that were identifed previously. Finally, ＇status＇ included ＇sophistication＇ and ＇reputation＇ It seemed that the concept of ＇sophistication＇ was near symbolic rather than descriptive.

• Fashion & Textile Research Journal
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• v.19 no.4
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• pp.411-420
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• 2017

With the increasing popularization of low-priced luxury markets, maintaining the genuine values of luxury has become crucial for luxury fashion brands to attract customers who want exclusivity and rarity. The world-leading luxury fashion houses have employed a variety of experiential marketing strategies like special order product strategies and mobile SNS promotion strategies, yet little research exists on there the strategies actually positively impact brand luxury images and customer attitudes towards the brand. This study empirically analyzed the effects of customer experience of special order products on perceived brand luxury and brand relationship. Furthermore, the study also tested relationships among perceived brand luxury, brand relationship, and brand loyalty. A survey was conducted with Korean female consumers who had purchase experiences of special order products from the brands. We analyzed the data of MTO-experienced respondents due to the lack of respondents who had experienced custom-made product services. The result indicates the significant effect of experience of MTO on brand relationship; however, we found only a partial support for the effect of MTO on brand luxury. Likewise, we found a partial support for the effect of mobile SNS promotion strategies on perceived brand luxury versus full support for the effect on brand relationship.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.2 s.150
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• pp.221-232
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• 2006

The purposes of this paper were to identity the present condition of the imported fashion luxury brands' market arid to analyze the differences of marketing strategies according to the types of retailers. We selected 3 department stores, 5 luxury brands, 5 stores in Dongdeamun Market, and 5 internet luxury shopping malls, and conducted key informant survey to 20 experts. The brands in department stores consisted the goods according to VIPs' pre-orders, sales of the previous year, and fashion trends, and offered the differentiated customer services to VIPs. The stores in Dongdaemun Market bought the products from the parallel importers or imported the goods from the original nations of the brands by themselves. The goods in stock and steady sellers were comprised of the main portion of all products, and leather goods were dominated. The price of goods in stock was about $30\∼50\%$ lower than the normal price of department stores, but the new products' price was only about 10$\%$ lower than that of department stores. Luxury shopping malls could be classified into two types; one conducted both product buying and commission sale, and the other conducted commission sale only. In former case, however, the product buying portion was under 30$\%$. Product assortments and the price strategy were similar to the stores of Dongdeamun Market, and CRM was conducted partially.

• Fashion, Industry and Education
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• v.16 no.1
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• pp.36-45
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• 2018

Recently China has become one of the major markets for luxury brands. In addition, practicing social responsibility by manufacturers of luxury brands has become ubiquitous because consumers' perception of such practices may affect their purchase decisions positively. This study explored Chinese shoppers' perception of luxury brands' social responsibility practices and their information seeking behavior. In this study, value congruence was used as a theoretical framework. Twelve participants were selected out of customers in a shopping mall in Beijing, and they were subject to in-depth interview. The interview consisted of open-ended questions about perception of luxury brands' social responsibility practices, sources to access such practices, and the degree of personal value congruence to such practices as well as demographic information. Qualitative approach was used to analyze the data. Half of the participants indicated their awareness of the social responsibility practices of luxury brands, which sets up a foundation for understanding importance of luxury brands' social responsibility practices. Approximately half of the participants preferred to learn about luxury brands' socially responsible practices online especially via social media. These findings imply that Chinese luxury shoppers' trust and preference for the companies would be enhanced by effective development and advertisement of companies' social responsibility practices, and thus provide luxury companies with useful information on marketing strategies.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.2
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• pp.231-241
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• 2005

The purpose of this study was to identify the buying intentions for luxury fashion brands. The data used in this study were gathered through surveying university students living in Seoul metropolitan area. The variables included in this study were demographics, which are gender, age, academic major, area of residence, expenditure for apparel, pocket money, and family income, and fashion orientation and consumer needs for uniqueness were included as personal value variables. All demographic variables except academic major and area of residence were significantly related to the buying intentions. Among the fashion orientation factors, fashion intered was significantly related to the buying intentions while fashion leadership and importance of being well-dressed were not. Consumer needs for uniqueness was indirectly related to the buying intentions for luxury brands through fashion interest. The creative choice counterconformity was positively related to fashion interest, whereas the unpopular choice counterconformity was negatively related to it.

• Journal of the Korean Society of Costume
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• v.66 no.5
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• pp.99-112
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• 2016

The purpose of this study is to examine the higher value-added characteristics of tailored jacket designs, which are major items of French luxury brands, in an effort to raise the competitiveness of domestic fashion designs. The characteristics of the jacket designs from the 1940s to the 1970s, the golden age of Haute Couture, were examined. Based on this, the characteristics of the higher value-added expressions of the luxury brands were established by analyzing the tailored jacket designs that appeared in the Paris collection after 2010. The results are as follows: the characteristics were categorized into 'traditional value expression,' 'conceptual value expression,' 'retro value expression,' and 'creative value expression.' Traditional value was expressed as the representation of the styles inherent to the golden age of the Haute Couture houses, and the status of the luxury brands with history was represented by equally arranging the size and characteristics of the elements of the designs related to jacket silhouette. Conceptual value was reestablished as contemporary identity into which the traditional ideology of the houses and the present designers' sentiments were grafted by developing the designs with the theme containing the identity of the past Haute Couture houses. Retro value was utilized as the strategy to differentiate the luxury brands with long history from contemporary products. Creative value was expressed as tailored jackets with new concepts of shape variation and usage conversion by combining creative sentiments with the high quality techniques of Haute Couture and appears to be able to create a new consumption market of luxury brands in the global fashion market.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.721-731
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• 2022

The purpose of this study is to examine and categorize the cases of luxury fashion brands and art collaboration and find out their effects. The research method examined the theoretical background of luxury fashion brand and art collaboration and proceeded with content analysis through major cases. The research results were classified into the following two types through case analysis. The first is art collaboration for product design, and the second type is art collaboration for exhibition works. Content analysis according to type was organized from the perspective of brands and artists, respectively, and the resulting collaboration effect was finally derived. The main effects are the integration of design and art, diversification of social and cultural backgrounds, and innovative vision of expression. This study is meaningful in examining the expanded design methods and effects of luxury fashion brands through grafting artworks and presenting basic data for future fashion art collaboration design research.

• Journal of the Korean Society of Costume
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• v.58 no.10
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• pp.148-163
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• 2008

The purpose of this study is to review the previous researches, to make clear the difference between general image and brand image in overseas luxury fashion brands. The questionaries were given to female residents in the ages of $20s'{\sim}40s'$ in Seoul and Kyung-gi province in October 2007. The collected data were analyzed by using SPSS 12.0 software such as paired t-test. The results of this study as fellows; 1. As the result of the analysis of the difference across general images, it was regarded as the most Reputed' and 'Conspicuous' image. 2. As the result of the analysis of the difference across brand images of oversea fashion luxury brands, it was regarded as the most Reputed' image. 3. As the result of analysis of the difference between general images and brand images in overseas fashion luxury goods, it was found out that Chanel brand was regarded as more 'luxurious' and 'original' image, on the other hand, Giorgio Armani and Burberry were not.