• Fashion & Textile Research Journal
• /
• v.9 no.2
• /
• pp.211-220
• /
• 2007

The purpose of this study is to analyze characteristics and marketing strategies of the British, French and Italian luxury fashion brands. The subjects of this study are 27 fashion brands which have more than 50 years of tradition and are also members of the Walpole, Comit$\acute{e}$ Colbert, and Altagamma. The common marketing strategies of the luxury fashion brands were; the renewals in the product concept which harmonized traditional elements with modern elements which are designed to meet the needs of new target consumers, the renewals in the promotion such as the large scale of advertising, the frequent publications about the brands, sponsorship of events, the renewals and expansion of distribution channels in global fashion cities, the opening of flagship shop and the renovation of existing shops. Simultaneous renewals in product concepts, in promotion and in distribution will be an effective marketing strategy. Also, a continuous investment in renewal strategies is a key to the success of luxury fashion brand renewals.

• The Korean Journal of Food & Health Convergence
• /
• v.3 no.1
• /
• pp.1-7
• /
• 2017

The study has made theoretical system by thesis journals at home and abroad, material of the Association of Convenience Store Industry of Korea, materials of Statistics Korea and reference books. First, the study examined convenience store's brand image, cognized value, quality level, reliability upon brand, structural relation of purchasing intention, and designed models and theses. Second, the first questionnaire consisted of test items of precedent study, and inspected in advance to inspect reliability and appropriateness, and made correction and supplemented problems. Third, SPSS and AMOS statistics were used to conduct empirical analysis and to find out conclusion and implications. In this study, the subject was consumers who visited local convenience stores such as GS25, Seven Eleven and CU last 3 months to buy PB food. Consumers' consumption pattern and culture made change to be reasonable and practical owing to aging society, nuclear family, women's entering into the society, one person household consumer, and convenient and prompt buying to make different consumption pattern and to make change of commodity distribution pattern. Convenience store took action against change of the trend to expand business area by new distribution channels to get another growth source. Private brand (PB) food that was distributor's brand was expanded. The PB product has been competitiveness of food service industry.

• Journal of Fashion Business
• /
• v.6 no.2
• /
• pp.17-28
• /
• 2002

With the most popular and beloved Verdi's "La Traviata" as the subject in the year 2001, which is the 100th anniversary of his death, the present study discusses the arias by the main character "Violetta" and the characteristics, images, clothes and their symbolism expressed through and stage costumes of major performances shown in Korea and abroad. Furthermore, the purposes of the present study are to propose a new fashion brand image called "Violetta look" by incorporating this image into current fashion to join fashion and stage, and to actually design and producing these clothes. Therefore, stage costumes of characters shown in the limited space called stage were connected with the study of characters' images and applied into the current fashion as a brand image, and from the industrial aspect, a high value added fashion brand image was created.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.38 no.5
• /
• pp.743-754
• /
• 2014

This study identified the internal motives for the purchase behavior of Korean male consumers in multi-brand fashion stores by conducting in-depth interviews with 8 men in their 20s and 30s. All respondents had significant experience with this type of store. Data were analyzed in an inductive way and compared with Bohemianism to interpret and described the results as a recent phenomenon of men's fashion. The five internal motives were extracted from analysis: the pursuit of freedom of expression, the counter-cultural resistance to department stores and domestic fashion brands, which tend to copy designs from international brands, the pursuit of mobility and adventure for trying to search and wear a new fashion style, the pursuit of pleasure through store experience, and the pursuit of artistic value by considering goods purchased in multi-brand fashion stores as artistic and cultural goods.

• The Research Journal of the Costume Culture
• /
• v.22 no.2
• /
• pp.258-272
• /
• 2014

This study aims at comprehending the characteristics of fashion communications through case study about an art marketing that Prada develops in the field of modern fashion and providing theoretical materials on creativity-based art marketing and communication spread as expression strategy for brand philosophy and personality. For its research method, theoretical study was reviewed about art marketing and Prada's fashion philosophy and then cases on Prada's art marketing were analyzed according to their types. Prada's types in their art marketing are classified into several groups: support of art foundation and artists, differentiation via flagship store, application of image fashion, exhibition project, and cooperative work with different realms. From the above marketing strategies, we can find the values in that the brand image imbedded in enterprises with culture and art was contributable to set up the brand identity, that they were much beneficial to continuous activation for fashion culture and art fields, and that fashion communications of artistic emotion based on challenge and innovation were proposed. This fashion communication in Prada via way of art marketing is not just expression of Prada's luxury fashion brand but willingness to make their unique style from different facades. This also suggests the orientation that modern fashion should look forward to in finding a new way through cooperative relationship with other fields.

• The Journal of the Institute of Internet, Broadcasting and Communication
• /
• v.20 no.5
• /
• pp.97-105
• /
• 2020

As smartphone app use and untact consumption activities become more common, a new consumption environment is starting. The purpose of this study is to measure preference and brand trust as an advertising effect through experience of UI functional factors of shopping brand app and to establish causal structural relationship to satisfaction.Based on theoretical research, the research model was set and the data of 223 people collected in the survey were analyzed using the SPSS 25.0 program.App UI functional factors partially affect advertising effects, and advertising effects have been found to affect satisfaction. This could provide basic research on marketing communications for brand shopping apps.

• The Journal of Information Systems
• /
• v.29 no.1
• /
• pp.113-136
• /
• 2020

Purpose In recent years, "Internet + " is a new social form. Has already brought the vitality of social and economic entities. The rapid development of Internet globalization, promote the development of an emerging network interaction, "Live broadcast". Viewers from all over the world can watch various types of live programs by connecting to the Internet. Viewers and live broadcasters can generate instant and efficient interactions. Design Many companies have taken advantage of the advantages of the live broadcast platform. Use live broadcasts for brand marketing activities. Branding compared to offline, online advertising is cheaper, Spread more quickly, get feedback from consumers more realistic. Merchants are also aware that this type of interaction creates a closer connection between consumers and businesses. This article will deduce a unique research model through lots of prior studies. Establish independent variables from two aspects of live software features and consumer features, and from the seven hypotheses derived, summarize how to make consumers more loyal to the same brand. The audience of Korean and Chinese live broadcast software is also growing. In order compare the differences between the consumer groups in Korea and China, this article uses the same research model, analysis of consumers in Korea and China. Findings Finally based on the results of the study. Proposal for rationalization of companies that use Korean-Chinese live broadcast platforms for brand marketing.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.21 no.3
• /
• pp.607-620
• /
• 1997

The purpose of this study was to identify the variables which could predict advertisement preference and intention to purchase product in sexuality-oriented fashion advertising. The data were collected using questionnaires which contained nine advertisements of Guess jeans, selected from Vogue magazine published from 1990 to 1996.441 college students (female= 225, male=216) living in Seoul, Korea participated in the study. The data were analyzed by factor analysis and stepwise elimination method of multiful regression analysis. The results of this study were as follows: First, seven factors of New Young Generation oriented characteristics were identified: fashion, individuality, preferences of caffa or reggae bar with affective mood, expression of emotion, individualism, preferences of a foreign-made product/western culture oriented tastes and activity of fan club/chatting through personal computers. Three factors of fashion advertising involvement were identified: social involvement, hedonic involvement and utilitarian involvement. Second, the variables which predicted preferences of advertisements in sexuality-oriented fashion advertising were perceived eroticism levels, hedonic involvenent, prior brand attitude and preference of a foreign-made product/western culture oriented tastes in the case of females, while perceived eroticism levels, hedonic involvenent prior brand attitude, preference of a foreign-made product/western culture oriented tastes and activity of fan club/ chatting through personal computers were identified as predictor variables for males. Third, the intention to purchase product was predicted by preference of a foreign-made product/western culture oriented tastes, prior brand attitude, hedonic involvenent and fashion for females, and by perceived eroticism levels, fashion opinion leadership, hedonic involvenent and prior brand attitude in the case of males.

• The Korean Journal of Franchise Management
• /
• v.3 no.2
• /
• pp.55-78
• /
• 2012

The purpose of this study is to devise successful strategies for launching of new brands in franchise companies based on cases of 'Gamarogangjung' of Masedarin Inc. The results of case analysis shaw following successful strategies. First, Masedarin Inc. has used its core competence; Masedarin Inc., which managed chicken franchises for many years, launched the new brand, 'Gamarogangjung' based on its differentiated technologies and infrastructure. Second, the brand, 'Gamarogangjung' has used market oriented strategy actively; the brand has reflected customers' needs to its adminstration immediately by understanding and sharing of customers' needs at the corporate level. Third, Masedarin Inc. has differentiated a business model from other companies; by using 'take out' purchasing system instead of 'delivery to doors' or 'purchasing by visiting', the company has saved huge management cost. Fourth, Masedarin Inc. developed a new kind of business which is differentiated from existing chicken franchise brands or take-out restaurants. Fifth, Masedarin Inc. has appealed its sincerity to franchisees; its business information session, which explains about the business openly without exaggeration, has drawn a high rate of franchise agreement. Sixth, Masedarin Inc. changed its way of thinking about conditions of a location for member stores. The company has selected 'A' level locations for their member stores which enables 'quick sales at small profits' while other take-out stores are usually located at 'B' level location. Lastly, Masedarin Inc. has given thorough instructions to the staff of member stores. And immediately after opening of the stores, franchisees were able to operate the stores comfortably because the company educated the staff repeatedly over a long period to make them master skills before the opening of the store.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.12 no.5
• /
• pp.163-175
• /
• 2017

The purpose of this study is to find out how to improve the brand image and loyalty of cafe by recognizing that social culture of middle school cafe, which is an important service quality in cafe establishment, emerges as a main characteristic of new coffee business. First, reliability, confidentness, professionalism, accessibility, and socio - culturality of the service quality of coffee specialty shops improve brand image. Confidence and professionalism play an important role in enhancing brand loyalty, and brand image has a significant effect on brand loyalty. Respectively, Among the service quality, social culture has a strong influence on brand image but it is not a direct influence on brand loyalty. Second, in the relationship between brand loyalty of coffee service quality, brand image shows full mediation effect on reliability, partial mediation effect on confidence, professionalism, accessibility, socialcultural property, and mediation effect on response and empathy. Third, as a result of analyzing the moderating effects of coffee shop types on the relationship between service quality and brand image of coffee specialty shops, reliability, confidentiality, and accessibility are positive factors in the nationwide franchise. On the other hand, in the private $caf{\acute{e}}$, professionalism and socio-culturality are the main factors for improving the brand image. In the case of the local franchise, similar to the franchise in the country, the improvement of service quality for responsiveness and professionalism is a positive factor Respectively. As a result, nationwide franchise $caf{\acute{e}}s$ have priority in enhancing brand image and brand loyalty through accessibility and assurance of service quality. On the other hand, in case of local franchise $caf{\acute{e}}$, it can be seen that the service quality is enhanced and the brand image and brand loyalty can be further improved through service professionalism and accessibility. On the other hand, regional cafes are more important than national franchises or local franchise cafes, and a strategy to enhance customer loyalty is needed through service strategies emphasizing socio - cultural aspects.