| Home | Sitemap | Contact Us |  
top_img
J. Korean Home Econ. Assoc > Volume 49(4); 2011 > Article
Journal of the Korean Home Economics Association 2011;49(4):25-35. doi: https://doi.org/10.6115/khea.2011.49.4.025
Overseas Expansion Strategy of Korean Fashion Character through Sensitive Space Creation
Hyun Hee Park
School of Business Administration, Kyungpook National University
Corresponding Author: Hyun Hee Park ,Tel: +82-53-950-7322, Fax: +82-53-950-6247, Email: c21ircle@hanmail.net
Received: January 20, 2011; Revised: February 11, 2011   Accepted: March 16, 2011.
ABSTRACT
This study was intended to suggest overseas expansion strategy of Korean fashion character through sensitive space creation. This study reviewed literature, and did internet searching and observation. For the research methods were the analysis of the main retail spaces utilizing character and case study for the classification of collaboration types between retail space and character. As a results, 8 collaboration types between space and character were extracted: collaboration between retail distribution space and character, collaboration between product space and character, collaboration between service space and character, collaboration between experience space and character, collaboration between moving space and character, collaboration between publicity & advertising space and character, and collaboration between exhibition space and character. This study suggested the necessity of consistent identity strategy between character and retail space for a new character brand and the effectiveness of collaboration strategy for enhancement of character brand awareness.
Keywords: fashion character, retail space, collaboration, overseas expansion
TOOLS
PDF Links  PDF Links
Full text via DOI  Full text via DOI
Download Citation  Download Citation
Supplement  Supplement
  E-Mail
Share:      
METRICS
0
Crossref
1,098
View
0
Download
Editorial Office
The Korean Home Economics Association
TEL : +82-2-561-6416, +82-2-561-6446    FAX : +82-2-562-2999    
E-mail : khea6416@daum.net
About |  Browse Articles |  Current Issue |  For Authors and Reviewers
Copyright © 2014 The Korean Home Economics Association. All rights reserved.                powerd by m2community