• Human Ecology Research
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• 제62권1호
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• pp.1-13
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• 2024

This study analyzed the current operational status, business continuity, and business continuity strategies of 11 Soho fashion shopping malls through a longitudinal case study (2019/2020 and 2022/2023). The aim was to determine how Soho fashion shopping malls are continuing their business having been successfully established in the fiercely competitive current online fashion market. Regarding changes in shopping mall operation status, all cases displayed changes in items, distribution channels, marketing channels, core values, and profit structures. After establishing the businesses, a crisis arose due to the COVID-19 pandemic, leading to difficulties in creating new customers. Moreover, there was excessive business expansion, resulting in saturation of the online platform store market. This meant companies were experiencing reduced sales (5) or difficulties in maintaining their business (3). However, there were differences in the direction of overcoming the crisis and continuing or converting the business. These revealed that to continue the business after successful establishment of an online fashion shopping mall, it is essential to have the expertise of entrepreneurs, work performance, and marketing ability, as well as differentiation capabilities such as product power and management strategy and core competitiveness that provides a relative advantage over other shopping malls. Customized government support at the level of the start-up ecosystem is also essential for the survival and business continuity of a SOHO online fashion shopping mall with poor human and material resources.

• 복식
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• 제55권3호
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• pp.19-32
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• 2005

Internet shopping has transformed our daily lives as well as the pattern of consumption. In the word, the development and the growth of online shopping site have led to new pattern of consumption. This applies in particular to clothing, among the product on sale, on the internet. The purpose of this research is to analyze the characteristic of colors and images on internet fashion soho mall web site, and to provide efficient color information which is usefull in color planning and suitable for brand image on fashion web site. 147 color sample used by 40 fashion soho mall web site were collected and analyzed. The results of this study are as follows. First, dominant color on fashion web site is static color as black and it's ratio is 33$\%$. Second, G color is not used. Third, Hue and tone mainly used It tone of P color except V tone. And the color image on internet fashion soho mall web site are modern, chic, dandy, formal. Results from analyzing the fashion soho mall Web site. it is important to unity the company's image but its more important to make a color plan considering the sites feature and the customers's sensitivity.

• 한국의류산업학회지
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• 제13권2호
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• pp.234-241
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• 2011

In this study, the effect of Internet clothing soho mall attributes on attitude toward site and revisit intention was investigated. A total of 292 female college students participated in the experiment to explore a clothing soho mall out of 20 highly-ranked soho malls for shopping and to complete a questionnaire. In exploratory factor analysis results, five factors were generated out of 18 question items indicating clothing soho mall attributes. Among those five factors, 'product assortment and presentation' was the most important factor affecting attitude toward site and revisit intention toward a clothing soho mall. In addition, 'site construct' was another factor affecting attitude toward a clothing soho mall site specifically in the group who shops clothing more often on the Internet shops than off-line shops. Based on study results, implications and insights were discussed.

• 한국의상디자인학회지
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• 제10권2호
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• pp.163-178
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• 2008

The purpose of this study is to search the characteristics and strategy of sales promotion in on-line fashion SOHO (Small Office Home Office) shopping malls. 87 of these shopping malls have been selected through a ranking service called 100HOT (http://www.100hot.co.kr), and 906 cases of sales promotion activities have been executed on web-sites of these shopping malls. The cases have been analyzed by descriptive statistics and chi-square analysis. The results are as follows: First, on-line fashion SOHO shopping malls have frequently used sales promotion tactics such as demonstration, display, viral marketing, sale, event, customer compensation, community marketing, experimental marketing, coupon, premium, reserve fund and delivery service. Second, there are significant differences between shopping malls for men and women in sales promotion tactics such as demonstration, viral marketing, sale, and community marketing, but there is no significant difference in tactics such as demonstration, event, and customer compensation. Third, the shopping malls have used various sales promotion strategies such as maximizing the sales, characterizing product features, procuring new customers, preserving existing customers, enhancing customer loyalty, improving customer relationship and controlling returns.

• 패션비즈니스
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• 제17권3호
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• pp.99-108
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• 2013

The purpose of this study is to do a detailed analysis of the layouts and components of the main pages of the SOHO malls, which serve as its display window, and in turn, find a successful strategy for SOHO malls in the over saturated Internet shopping mall market. To analyze the components and layout of the main page of the SOHO Internet apparel shopping malls, top 50 Internet apparel shopping malls for woman and top 50 Internet apparel shopping malls for man, ranked within Internet shopping mall were selected. Data were collected from the coding sheets surveyed on the Internet apparel shopping malls for one month (September 2012). The result showed different patterns in various aspects between women's and men's malls. 1) The men's malls used product pictures more frequently in their main pages than the women's malls 2) The sections for jewelry and beauties were usually included in men's apparel shopping malls. 3) Men's malls usually had a rather crowded layout with numerous banners in order to expose their promotional items to the fullest. 4) men's malls provided a more detailed promotional and product information regarding the display items on its main pages. 5) Women's malls had a wider range of price distribution and generally higher prices.

• 한국의상디자인학회지
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• 제9권3호
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• pp.59-73
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• 2007

The purpose of this study is to find out the promotion methods for successful management of 'the fashion saho internet shopping mall' with a small capital. This study analyze the research reports, the news items, the documents on the internet shopping mall and data on promotion method which are offered by the hosting companies of the internet shopping mall like 'Cafe 24', 'Make shop', 'Whoismall' and the promotion consulting companies like 'Whoisad', 'Naver keyword shop'. And also analyze the data that interviewed the administrator of internet shopping mall and directly observed the famous internet shopping mall sites. Generally speaking, the promotion mix, marketing communication program can classify 'advertisement', 'publicity', 'personal selling', and 'sales promotion'. This study analyze the research materials on the basis of advertisement, publicity, personal selling, and sales promotion. The result are as follows. 1. The promotion methods at the stage of information the shopping mall site to the consumer are advertisement, and publicity. ${\bigcirc}$ The methods of advertisement are 'searching engine registration', 'advertisement of key word', 'advertisement of overture', 'advertisement of banner', 'advertisement cooperation marketing', 'advertisement of e-mail'. ${\bigcirc}$ The methods of publicity are using 'cafe', 'blog', 'Naver information site', 'community bulletin board', 'the fashion magazine or a press report' and 'cosponsorship'. 2. The main promotion methods at the stage of inducing the purchase are 'personal selling', and various 'sales promotion'. ${\bigcirc}$ 'Personal selling' at the shopping mall have an effect on the communication at bulletin board over the internet and the telephone. ${\bigcirc}$ 'Sales promotion' are attempted by 'VMD', 'deposit system', 'sale', etc.

• 한국의류산업학회지
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• 제15권4호
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• pp.543-553
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• 2013

This study analyzes the influence of price, product and promotion on clothing impulse buying according to internet shopping mall type. This study conducted a survey of 346 male and female consumers in their 20s-40s who have experienced clothing impulse buying from an internet shopping mall. Respondents were selected using convenience sampling through an online survey conducted in August 2012. For statistical analysis, descriptive statistics, reliability analysis, $X^2$-test, factor analysis, and regression analysis where carried out using SPSS for Windows 12.0. The results were as follows. First, there were significant differences for consumer gender, age, marital status, and education on clothing impulse buying according to shopping mall type. Second, there were differences for the influence of each component (price, product and promotion) on clothing impulse buying according to shopping mall type. Third, it was identified that influence of components (price, product and promotion) on clothing impulse buying were in the following order: low price, freshness, prize promotion, scarcity, open market price discount, prize promotion, freshness, fashionability, low price in general shopping malls, payment term benefit, freshness, and scarcity in fashion SOHO shopping malls. This study provides information for consumer management and promotion strategies according to each shopping mall type by understanding clothing impulse buying by consumers and factors according to shopping mall type.

• 한국의상디자인학회지
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• 제13권1호
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• pp.147-158
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• 2011

This study analyzed the effective and suitable promotion method to increase visitors on the internet fashion soho shopping mall by surveying of female university students. The methods were in-depth interviews for 20 students and questionnaires for 363 students. The results indicated that the main routes of visiting the internet fashion shopping mall were keyword search window, banner advertisement window, and open market. Others were price comparison sites, the rank shop, fashion magazines or internet news, information in e-mail, broadcasting sponsor advertisements, name cards, and leaflets. So the effective methods to increase the number of visitors is to implement keyword advertisements, banner advertisements, and enter the open market to expose the brand names and item information. Being on price comparison sites or rank shops, advertisements in the fashion magazines, internet news or e-mail, broadcast sponsorships, and distribution of leaflets or name cards were also effective methods.

• 감성과학
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• 제25권3호
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• pp.91-106
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• 2022

본 연구에서는 온라인 패션시장에서 소호 패션쇼핑몰의 성공적 창업의 성장 과정을 알아보기 위해 현재 성공적으로 운영되고 있는 4개 소호 패션쇼핑몰을 대상으로 기업가 과정을 창업기회포착, 사업모델, 위기관리 및 사업성과 등 3개 단계로 구분하여 분석하였다. 사례연구의 결과는 다음과 같다. S사는 짧은 경력의 창업자가 패션감각과 기업가정신으로 전자상거래를 창업한, 가격경쟁력과 디자인력, 다양한 상품구색을 갖춘 캐주얼 쇼핑몰로 데이터 관리/분석, 유통채널 다각화를 통해 성장한 사례이다. B사는 짧은 경력의 창업자가 SNS 네트워크 역량과 기업가정신으로 제조업/전자상거래를 창업한, 아이템 경쟁력과 스타트업 특성을 갖춘 컨템포러리 쇼핑몰로 브랜드 정체성 확립, 시장 확장을 통해 성장한 사례이다. M사와 C사는 보다 긴 경력의 창업자가 브랜드 인지도가 있는 소호 패션쇼핑몰 사례이다. M사는 풍부한 경력과 디자인 정신의 창업자가 감성적/감각적 패션디자이너 브랜드를 창업하여 기업 지평을 넓히는 다양한 활동을 통해 성장하였고, C사는 디자인 역량과 기업가정신의 창업자가 감성 표현에 집중한 럭셔리 패션브랜드를 창업하여 적극적인 고객관리를 통한 브랜드인지도 및 매출 확보 등을 통해 성장한 사례이다. 본 연구 결과는 소호쇼핑몰 예비창업자나 창업과정의 교육 및 연구에서 기초자료로 활용될 수 있다.

• 한국의상디자인학회지
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• 제17권4호
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• pp.173-189
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• 2015

The purpose of this study is to present the classification and operation systems of fashion offline stores. This research analyzed fashion literatures, articles and papers published by fashion-related companies and interviewed fashion practitioners. This research can be used as information for practitioners of the domestic fashion brand and students of fashion majors. The classification and operation systems of fashion offline stores are as follows. 1. The types of fashion offline store is classified as a form of road shop, department store, complex shopping center, select shop, outlet, and fashion wholesale retail specialty store. 2. The road shop is classified flagship store, franchise store, direct sales store, and street brand store. 3. The department store is recently using strategy to improve the profit rate, as setting up the select shop, expand the import contemporary brand stores, the men's brand stores, SPA brand stores, the street brand stores, and the soho internet shopping mall brands instead of reducing the national brands. 4. Most forms of fashion offline stores enhanced the functions to combine the catering, cultural activities and purchasing the lifestyle-related products, as well as fashion items. 5. The types of the operation system in fashion offline stores is classified as direct operations, franchise operations, middle management operations, and fully insert operations. 6. Franchise operations are tended to decline, however middle manager operations are overwhelming.