• Journal of Communication Design
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• v.64
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• pp.64-75
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• 2018

Luxury fashion brands, which have dominated the market of high-priced apparel, bags and shoes, are recently showing changes of stepping into the cosmetics market. The purpose of this study is to examine how luxury fashion brand identity is transferred to cosmetic brand while expanding into luxury cosmetic brand, and to analyze the plastic signs of cosmetic package design and to analyze visual identity through a semi-symbolic system. Therefore, in this study, we tried to analyze the visual semiotic analysis of the package design such as the cushion compact, the lip tint and the brand logo which appeared in the popular product line of the fashion luxury brand such as Yves Saint Laurent and Armani. As a result of the analysis, this study has identified the semantic qualities expressed by each plastic element through the visual semiotic analysis process of the cosmetic package of Yves Saint Laurent and Giorgio Armani. These traits were found to be used as visual signs to reveal the 'Classicism' identity pursued by Yves Saint Laurent and the 'Baroque' identity pursued by Armani. Based on the results of this study, this study finds that the brand identity as a fashion brand is not transferring to the visual identity of cosmetic brands in the case of Yves Saint Laurent. On the other hand, this study found that Armani uses visual communication strategies to effectively transfer the brand identity as a fashion brand to the visual identity of cosmetic brands. On these two different results, it is necessary to examine whether luxury fashion brands and also Korean fashion brands are expanding into the cosmetics market and how they can better grasp the existing brand identity and apply it to the communication strategies of cosmetics brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.10
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• pp.1640-1650
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• 2008

The purpose of this study is to make clear the difference between Original brands and extended brands in images and preference of overseas fashion luxury goods. 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, ANOVA, Duncan test. The results of this study is as follows; 1. It was found that both original brand and brand extension in images were regarded as the most 'Reputed' image. 2. It was found that original brand reflected more brand images such as 'Luxurious', Conspicuous', 'Reputed' and so on than brand extension. 3. It was found that customers tended to prefer Chanel original brand, fashion goods to Chanel brand extension, cosmetics. On the other hand, it was found that customers tended to prefer Christian Dior brand extension, cosmetics to Christian Dior Original brand, fashion goods.

• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.2
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• pp.29-43
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• 2020

This study investigated the luxury supply chain management called 'See now, Buy now'. This has been a new way of controlling the supply and demand for luxury brands in the fashion industry since 2016. In this study, we explored the backgrounds and impacts of 'See now, Buy now' in the digital era. 'See now, Buy now' was launched by the fashion brand, Burberry in February 2016. It was the first luxury brand to showcase its entire collection using 'See now, Buy now' among the brands which showcase in Paris, Milan, New York, and London fashion weeks. That has not only caused many controversies in the fashion world but also generated followers. In this study, we analyzed 'See now, Buy now' in three aspects, economics, efficiency, and management strategy, and this was done through a literature survey on articles pertaining to 'See now, Buy now' and empirical surveys on Burberry's collections. Based on 'See now, Buy now', Burberry tried a new process of supply and sale. In the era of SNS, the spread of information is getting faster. The speed of SNS and changes in the fashion market combining IT and mobile technology are major changes faced by the fashion industry. 'See now, Buy now', a model of the new supply and demand in luxury fashion brands, should be noted as a new directional aspect for the future of the fashion industry. Since it was a relatively recent trend that started from the September show of Burberry in 2016, there was still a lack of academic discussion or prior research on this phenomenon. Therefore this study aimed to predict future directions by recognizing the importance of 'See now, Buy now' in the fashion industry. Also, based on this research, the significance of this study was to present a management strategy that applies 'See now, Buy now' to the future of the fashion industry in the digital era.

• Journal of the Korean Society of Costume
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• v.66 no.7
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• pp.1-16
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• 2016

The purpose of this study was to examine the characteristics of conspicuous kids fashion and its intrinsic meaning as the popular trends of luxury product consumption expand into the area of kids' fashion. For methodologies, literature study was conducted along with empirical study. The literature study was based on various literatures and preceding studies, including books. The empirical materials used the internet photos, overseas kids fashion magazines, and free newspapers available on the basis of membership targeting the upper class. Conspicuous kids fashion refers to imported luxury kids brands, which signify higher status of the wearer due to the high prices and high quality. These brands were thrust into limelight amid the Wanna-Be Phenomenon, which resulted from the emergence of kids' fashion icons. Imported luxury brands launched the products in the form of brand line extensions. It promoted exhibition of vicarious consumption to show off the wealth and social prestige of parents. It came into prominence due to emotional consumption among kitty moms. Moreover, this study examined the intrinsic meaning of conspicuous kids fashion. The results showed components of conspicuous kids fashion, which was classified into the emphasis on outward appearance, consumption for vicarious satisfaction, inheritance of cultural capital, and network configuration.

• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.13-22
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• 2023

Recently, global luxury fashion brands such as Gucci, Saint Laurent, and Louis Vuitton have been showing special interest in Korean contemporary artists and actively collaborating with them. This can be said to be a new change that is distinguished from previous collaborations of fashion brands. Therefore, this study investigated the cases of collaboration between global luxury fashion brands and Korean contemporary artists, and analyzed the types and characteristics to examine the trends and characteristics and draw meaning. As a result, fashion brands combine the characteristics of Korean art works of various genres with the brand concept and pursued values to create new sensibility and high value-added products. It can be seen that the intention was to prepare a place to draw out. In addition, it was found that collaboration was also utilized in terms of marketing so that domestic customers could visit the brand store with a sense of familiarity by utilizing Korea's artistic and cultural sentiments. Based on the results of this study, we intend to provide basic data for the development of creative contents for various collaborations between fashion and art that can help develop the modern fashion industry.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.2 s.150
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• pp.286-295
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• 2006

The purpose of this study was to identify the determinants of purchasing non-deceptive counterfeit luxury brands. As determinants, this study exmained subject-related variables(consumer ethnoncetrism and attitude toward counterfeit), product-related variable(similarity with originals), and social influence(social recognition by others). Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and 323 questionnaires were used in the statistical analysis. In analyzing data, confirmatory factor analysis and path analysis were conducted using structural equation modeling. Results showed that consumers' attitudes toward counterfeits significantly influenced their attitudes toward purchasing counterfeit luxury brands which directly influence purchasing frequency of counterfeit luxury brands. Consumers who evaluated the counterfeit more similar to the originals had more positive attitudes toward purchasing counterfeit luxury brands. The results show why consumers have increasing demands for counterfeits and the implications for anti-counterfeit business are suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.8
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• pp.1290-1302
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• 2010

This study examines the effects of competency and service orientation of imported fashion luxury brands salespersons on the organizational commitment and service delivery level. Questionnaire data from 162 salespersons of imported fashion luxury brands were analyzed. The results were summarized as follows. First, self-management ability, professional executive ability, and the friendly attitude of six competency factors had significant effects on organizational commitment. Second, professional executive ability, self-management ability, and friendly attitude of the six competency factors had significant effects on service delivery level. Third, all factors of service orientation had significant influences on organizational commitment. Finally, special treatment/awareness of needs and instant response/communicative skill of three service orientation factors had significant influences on the service delivery level.

• Journal of the Korea Fashion and Costume Design Association
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• v.21 no.4
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• pp.139-152
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• 2019

This study aims to find out the influence of brand awareness and preference of collaboration products created by SPA and luxury brands using specific examples of collaborations, which are now becoming prevelent in the fashion industry. For this study, data collection was carried out through a distribution of 350 copies of the questionnaire, 333 responses were used for data analysis. Using a statistical package program with SPSS, a frequency analysis, a factor analysis, and a multiple regression analysis were conducted. The results of this study are summarized as follows. Awareness and preferences of the SPA and luxury brands lead collaboration products to be preferred. In addition, consumers happen to have more favorable attitudes regarding the purchase of collaboration products. This means that matching brands with high preference is a very important factor to create profits from the collaboration products as awareness and the preference are important factors for the success of projects. In particular, the recognition and preference of luxury brands was found to have greater impact on the preference and recognition of collaboration the SPA brands. Accordingly, brands should expand and actively collaborate through a variety of methods and support proper collaborations that fit their image.

• Fashion & Textile Research Journal
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• v.8 no.5
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• pp.530-536
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• 2006

The purpose of this study was to classify the clusters based on two behavioral intentions toward purchasing originals and counterfeits of foreign fashion luxury brands and to examine the differences in personality characteristics and demographics. This study included attitude toward counterfeit, consumer ethnocentrism, materialism, and need for uniqueness as personality characteristics and gender, monthly household income, and pocket money as demographics. Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and 320questionnaires were used in the statistical analysis. In analyzing data, cluster analysis, x-test, and One-way ANOVA were conducted. As a result of the cluster analysis based on two behavioral intentions toward purchasing originals and counterfeits, four groups were identified. There were significant differences in attitude toward counterfeit and materialism according to the purchasing intention clusters. x-tests also showed there were significant differences between the number of male and female subjects in each of the four clusters. Females are significantly more represented than females in all four clusters.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.27-34
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• 2010

During the past 10 years, sales of luxury goods increased significantly to more than US$ 130 billion in 2007. In this industry, more than half of the revenue comes from Asia where the average income has risen significantly, and the demand for luxury products is forecast to grow rapidly. Purchasing luxury brands appears to be an intriguing social phenomenon that is profitable for companies in this region. As a newly developed country, Korea is one of the most attractive luxury markets in Asia. Currently, a total of 120 luxury fashion brands have entered the Korean market, primarily in luxury districts in Seoul where the competition is fierce. The purposes of this study are to: (1) identify antecedents of attitude toward luxury brands, (2) examine the effect of attitudes toward luxury brands on customer equity, (3) determine the impact of attitudes toward luxury brands on customer lifetime value, and (4) investigate the influence of customer equity on customer life time value. Previous studies have examined materialism, social need, experiential need, need for uniqueness, conformity, and fashion involvement as antecedents of attitude toward luxury brands. Richins and Dowson (1992) suggested that that materialism influences consumption behavior relative to quantity of goods purchased. Nueno and Quelch (1998) reported that the ownership of luxury brands conveys information related to the owner's social status, communicates an image of success and prestige, and is a determinant of purchase behavior. Experiential need is recognized as an important aspect of consumption, especially for new products developed to meet consumer demand. Since luxury goods, by definition are relatively scarce, ownership of these types of products may fulfill consumers' need for uniqueness. In this study, value equity, relationship equity, and brand equity are examined as drivers of customer equity. The sample (n = 114) was undergraduate and graduate students at two private women's universities in Seoul, Korea. Data collection was conducted using a self-administered questionnaire survey in March, 2009. Data analysis included descriptive statistics, factor analysis, reliability analysis, and regression analysis using SPSS 15.0 software. Data analysis resulted in a number of conclusions. First, experiential need and fashion involvement positively influence participants' attitude toward luxury brands. Second, attitude toward luxury brands positively influences brand equity, followed by value equity and relationship equity. However, there is no significant relationship between attitude toward luxury brand and customer lifetime value. Finally, relationship equity positively influences customer lifetime value. In conclusion, young consumers are an important potential consumer group that tries different brands to discover the ones most suitable for them. Luxury marketers that use effective marketing strategies to attract and engender loyalty among this potentially lucrative consumer group may increase customer equity and lifetime value.