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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.
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
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