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A Study on a Brand Management Model for Hang-Tags in Clothing
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문지애 Ji-ae Moon , 임효선 Lim Hyo Seon |
JEWNR 55(0) 7-20, 2017 |
ABSTRACT
Background Recently, in fashion and clothing markets, consumers` purchase channels separated online and offline have become unified and formed omni channels in terms of consuming trends. Along with that, companies, too, are striving to use those omni channel services as their brand strategies. In the past, brand awareness or loyalty influenced consumers` purchase intension considerably, but now, information sources influence that more and more. Consumers can collect information about their purchase item mostly online fast and easily; however, in clothing purchase, for the items` characteristics, they tend to make reasonable decisions in the spot of purchase through complex thinking. Therefore, the Hang-Tags containing crucial information at the last step of product purchase play important roles in consumers` decision-making process for purchase. However, there are not enough tools or models to manage Hang-Tags in terms of companies` brand strategies.
Methods this study aims to develop a brand management model for Hang-Tags in terms of brand strategies by reviewing literatures and drawing the information factors of Hang-Tags and conducting homogeneity analysis on them.
Result the brand management model for Hang-Tags is composed of 6 steps: product information, material·technology information, safety·certification information, brand information, logistics·service information, and promotion information.
Conclusion It is expected that companies will recognize Hang-Tags as a crucial factor in their brand management and use this 6-step brand management model for Hang-Tags strategically as a tool to manage their brand.
keyword : 행택, 브랜드 택, 브랜드 매니지먼트 모델, Hang-Tag, brand Tag, brand management model
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Recent Strategy, Characteristic, Cases of Worldwide Design Museums
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이현경 Lee Hyun-kyung |
JEWNR 55(0) 21-29, 2017 |
ABSTRACT
Background Design museum has been grown explosively and got the spotlight worldwide. In this study, we explorer why recently new and remodeled design museums are briskly open and shed light on the characteristic and strategy of global design museum with great success in the world.
Methods This study is qualitative research based on case study. The research question posed in this study is: What are the best practices of the design museums as seen by selected stakeholders in relations to its structure and strategies. Grounded theory approach was used to make sense of the collection and analysis of the data. Data collection of document analysis was used primarily.
Result Among global design museums that represent their nations, several design museums focus on the diversity of design work and others specialize in specific field. However, common point of those is that they do not just display the object, but apply their design history, culture, and value. Also, they continuously sympathize and communicate with spectators for further development.
Conclusion Throughout the successful design museum cases, we could know that true design museum is the place where they pursue design that arouses people`s empathy, communicate with spectators through experience and seek practicality with aesthetic value.
keyword : 디자인뮤지엄, 공감 및 소통, 글로벌 트렌드, Design Museum, Empathy & Communication, Global Trend
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Lifestyle and Fashion Products Purchase Behavior of Single Households
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이지용 Ji-yong Lee , 황진숙 Jin-sook Hwang |
JEWNR 55(0) 31-48, 2017 |
ABSTRACT
Background Recently, single person households are receiving much attention from many fields as it creases as the main consumer target. Also, it is not only spreading in the country but also quickly increasing overseas. Unlike other households, these households spend a lot of their time by themselves and have a different lifestyle that demands more time to shop or solve all their problems. The purposes of this study are to determine the lifestyle factors and to investigate the differences among the lifestyle segments.
Methods This study carried out focused interviews with 14 single person households of both men and women from the ages of 20~40 and who were not legally married or lived in single generation residence. After, a survey of both men and women from the ages of 20~40 were taken and a result analysis of 717 people was made. The analysis used SPSS 18.0 to analyze frequency, primary factor, dependability, K-clustering and cross analysis.
Result According to the focused interview the reason for a single person household were due to 8 factors pursuing stability, health, social activity, economic, trend, self-centrism and self-development. With this, the single person household was classified into the 4 groups `economic/stability focused group`, `active trend/social group`, `non-economic/passive group`, and `nonsocial/ apathetic group`. By looking at the difference between the demographic characteristics and fashion purchase conditions of the 4 groups, it was verified that there is notable difference in all factors except age.
Conclusion This study will later be considered to be useful in the usage of detailed consumer marketing activities and basic educational materials of the life styles of single person households.
keyword : 싱글 1인 가구, 라이프스타일, 패션제품구매실태, Single person households, lifestyle, fashion product purchases behavior
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Characteristics of Avant-garde in Anrealage Fashion Collections - Focusing on Collections from 2015S/S to 2016F/W -
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김선영 Kim Sun Young |
JEWNR 55(0) 49-62, 2017 |
ABSTRACT
Background The trend of modern fashion features a mix of styles with various diverse facades and views as it take a step towards innovative value. This study is to find out the characteristics embedded inside Anrealage works framing the creative avant-garde fashion world through their assessment.
Methods The research was carried out by taking literature reviews and analytic case studies of collection. First, literature works about concept and characteristics on avant-garde and the relation of fashion and avant-garde were reviewed, as well as history of Anrealage and published works. Second, analysis of collections as case study was done on works from 2015S/S to 2016F/W introduced in the global stage. Theme, shape, color, material and pattern, and ornament were examined according to the season. Third, the research looked into the trend of avant-garde in the Anrealage works, based on the analyzed outcome.
Result Collection themes were developed into seasonally unique one that reflects the designer`s conceptual idea. Shape followed the A and H lines on the whole. Modifications appeared, however, with some combination of asymmetry and symmetry as well as distortion and exaggeration according to the theme. Color mainly took an achromatic series, which was used for an instrumental usage to express the changing textile pattern or differentiated tone, depending on the given theme. For material, various textures were adopted. Effort to accept a new material was seen to highlight the theme. Pattern was expressed with convergence of elaborate manual work and cutting-edge hightech, showing diversity including geometry, abstract, flower pattern and such. The collection presentation gave a dramatic performance with hightech skill, where hidden images showed up rather than the models`images to bring the audience view to the clothing itself. To conclude, Anrealage works were thought to portray an avant-garde character with experimentalism of conceptual introspection, deconstructive dynamism of transboundary, and scientism of innovative creation.
Conclusion This study suggested a new possibility of integrated aesthetics in fashion with creative value and high technology. Spirit of avant-garde for innovation would be a driving force for the forthcoming creativity in the fashion field.
keyword : 언리얼에이지, 아방가르드, 패션컬렉션, Anrealage, Avant-garde, Fashion collections
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Classification of Korean elderly men` body types - Focused on Aged 70 to 85 -
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류영실 Young-sil Ryu , 오순 Soon Oh |
JEWNR 55(0) 63-74, 2017 |
ABSTRACT
Background As aged population increases, demand for industrial products considering aged persons` body or movement characteristics increases as well; however, research on the body types of aged men over 70 relies on data acquired 10 years ago. Therefore, this study is going to examine how aged men`s body size has changed and classify their body types and analyze the characteristics based on data directly measured by 「The Development Project for 3D Measurement on Aged Persons` body type s」, the latest research conducted in 2014.
Methods The subjects are aged men at the age of 70 to 85, and to examine how their body has changed, this study compared data from 2004 and 2014. In this study examines the characteristics of aged persons` body type factors and classifies their body types based on that. To examine the characteristics of each body type, factor analysis, cluster analysis, and variance analysis were conducted.
Result 1. According to the results of aged persons` body change for the last 10 years, their girth has changed more than their height in general. 2. According to the results of aged persons` obesity distribution by time, in all age groups, low or normal weight ratios have decreased while overweight, obesity, and extreme obesity ratios have increased. It means that they have become more obese in general. 3. According to the results of comparatively analyzing aged persons` body size with different age groups in 2014, 70 to 74 years old showed the largest value in the height and width of the upper body, upper body and upper limbs of the upper body and limbs. 4. According to the results of analyzing aged persons` body type factors, five factors were chosen. 5. According to the body type, the body type was classified into 4 body types.
Conclusion A study on the classification of body shape of Korean elderly men is a study of body shape for aged men aged 70 to 85 who have not been studied in recent years. The results of this study can be widely applied to upgrading products for elderly people and designing and developing products in various product groups.
keyword : 고령자, 체형분류, 체형요인, the Aged Man, Classification on Body Type, Body Type Factors
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The Effect of Omni-channel Consumers` Pre-purchase Searching Behavior on Post-purchase Satisfaction and Word-of-Mouth
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이은아 Lee Euna , 황진숙 Hwang Jin-sook |
JEWNR 55(0) 75-86, 2017 |
ABSTRACT
Background The purpose of this study was to investigate the effects of pre-purchase searching behavior on post-purchase satisfaction and word-of-mouth of omni-channel consumers by adapting AISAS theory.
Methods An online survey was performed from November 7 to 10, 2016, targeting male and female consumers aged between 20 and 30, living in Seoul and the capital area, having the experience of shopping and purchasing fashion products. A total of 320 consumers responded to the survey, and the final analysis was conducted using SPSS 18.0 and AMOS 18.0.
Result The study results can be summarized as below. First, as a result of examining the effects of pre-purchase searching on satisfaction, online search influenced channel satisfaction. The smart search had significant effects on both channel and product satisfaction. Second, product satisfaction significantly influenced word-of-mouth. Lastly, channel satisfaction influenced word-of-mouth mediated by product. satisfaction.
Conclusion The results of study are expected not only to contribute to providing practical implications for establishment of appropriate distribution strategies for omni-channel being highlighted in the distribution industry, but also to offer baseline data to the academic world lacking the research on omni-channel consumers.
keyword : 옴니채널 구매 전 검색행동, 만족, 구전, Omni channel pre-purchase searching behavior, satisfaction, word-of-mouth
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Characteristic Analysis of Graffiti Art Collaboration - Focusing on the art collaboration of graffiti artists and brands -
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조정현 Jung-hyun Jo , 임경호 Kyung-ho Lim |
JEWNR 55(0) 87-96, 2017 |
ABSTRACT
Background Graffiti artists and art graffiti works through the collaboration of companies approaching the familiar and friendly to the public. Art collaboration has its own brand of competitiveness and effective ways the image generating synergy with the likely expecting. In the future by graffiti Art Features and the type shown through a collaboration more graffiti artist and art collaboration in various fields. We expect to happen.
Methods A total of 10 art collaboration works were applied to graffiti artists and products and packages. This course analyzes the characteristics of graffiti art collaboration focusing on the type of expression of graffiti and the type of art collaboration.
Result Expression type of graffiti tags and character, analysis, 3D of ensuring the highest. Art Collaboration, type analysis, new Art Collaboration to create the added value were many cases. Rather than using one type of leverage and mix various types of work.
Conclusion The collaboration of the features that suggest graffiti art now a lot of graffiti art new and enhance the value of collaboration products using the characters and three Being done to create the added value. Limited to consumers, products and draw the attention, drama, music video festival, and located deep in our lives.
But graffiti art collaboration is the height of the value and create new value-added part of the product is on is not about to be desired. Art for collaboration in the future with prejudices and different types of methods of graffiti art more friendly and cordial collaboration is in our lives. I want them to feel.
keyword : 그래피티, 아트 컬래버레이션, 그래피티 아트 컬래버레이션, graffiti, art collaboration, graffiti art collaboration
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Symbol Mark On Hospital Identity - Focused on Plastic Surgery-
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김수빈 Su-bin Kim , 주혜영 Hye-young Chu , 이현주 Hyun-ju Lee , 박가미 Ka-mi Park |
JEWNR 55(0) 97-106, 2017 |
ABSTRACT
Background Due to rapid change in the market, the medical market has recently been trying to establish differentiated brands through hospital identity. Therefore, a symbol mark, which is an important visual communication medium that symbolizes the identity of a hospital, is added as an important factor to communication between hospital and consumer. The purpose of this study is to analyze the visual characteristics of the shape and color of symbol marks for plastic surgery, which in a more locally, environmentally and intense competitive field.
Methods This study firstly examines the function of symbol marks, which are the representative symbols of hospital identity, as reported by previous studies. Second, 372 plastic surgery symbol marks were collected in Gangnam-gu and analyzed according to the symbol marks` types and the color classification system used by previous studies. Third, the symbolic meanings and development directions of the brand identities of plastic surgeons were sought based on the shapes and colors of the symbol marks.
Result In the shape, mixed marks, which contain both pictures and letters, made up the largest portion of symbols, followed by picture and letter marks. In the analysis by motif, shapes that symbolize beauty and women are main. Most of symbol marks were express by one color. The most frequently used colors were achromatic(black, white), followed by red purple and blue Through the I.R.I color image scale, we extracted keyword of soft and dynamic in the symbol marks.
Conclusion Recent symbol marks of plastic surgery tend to emphasize femininity in shapes and colors. In the future, it is necessary to plan the symbol mark as a differentiation strategy to reflect changes in the diversification of consumer society and the medical market of plastic surgery.
keyword : 병원 아이덴티티, 심벌마크, 성형외과, Hospital Identity, Symbol Marks, Plastic Surgery
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The Effects of In-Store`s Visual Design Elements on Image and Purchase Intention by Mediating of Emotion in Department Stores
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최철재 Chul-jae Choi |
JEWNR 55(0) 107-118, 2017 |
ABSTRACT
Background The purpose of this study is to examine the effects of visual elements in department stores on image and purchase intention and the effect of image on purchase intention, And to identify the mediating role of emotion.
Methods A survey study was conducted to collect the data with consumers who have purchase experience in department stores. Analysis was conducted using SPSS 23.0 statistical package program to evaluate the factor structure, reliability, validity, and to test the research hypothesis.
Results The results of the study are as follows. First, visual design elements have a direct impact on images and purchase intentions, and images have a direct impact on purchase intentions. Second, the mediating role was confirmed by verifying that the emotion interacts with the visual - design, image, and purchase intentions.
Conclusion Therefore, a marketing manager or a marketing manager of a department store needs to present a visual multi-element of the interior of a department store in accordance with the desire for a customer to generate a positive emotion for the department store and a favorable image.
keyword : 시각서비스요소, 이미지, 감정, Visual Service Elements, Image, Emotion
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A study on the Korea related design research as a regional study which published in the major design academic journals and media in US & European countries
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장주영 Juyoung Chang |
JEWNR 55(0) 119-130, 2017 |
ABSTRACT
Background The primary goal of this study is to examine trends in Korean design studies as a regional study in major foreign media and academic journals; and to examine the direction of the discourse of Korean design identity in terms of globalization and localization.
Methods Firstly, the discourses on tradition and identity within Korean design were examined and their limitations were discussed. Subsequently, narratives of regional and national design in the world were investigated; as well as recent trends of regional design discourses. The articles and researches regarding Korean design which were mentioned in major overseas media and journals within the last six years were analyzed.
Result Most articles introduced Korean design and arts related events and exhibitions. Other articles introduced Korean traditional culture and other innovative products. Majority of articles were rather light descriptions of Korean culture. There were only ten articles related to Korean design that had been published in acclaimed journals. Interestingly, all of these articles were written by Korean researchers. As a result, it seems that there are no foreign researchers on Korean design yet. These have been acting as a tool to actively promote Korean culture abroad.
Conclusion The purpose of this study is to investigate the current situation of design research related to Korea from abroad and to examine the direction of discourse of identity of Korean design from a global and regional viewpoint. It is expected that the discourse of Korean design from the transnational perspective will be actively spread around the world.
keyword : 디자인 담론, 국가정체성, 한국디자인, Design Discourse, National Identity, Korean Design
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