Despite the declining birth rate and consequent lower children population in Korea in recent years, there has nevertheless been found to be a positive trend in relation to the purchase of toddler and children’s wear. This has led toddler and children’s wear to pursue sales and marketing strategies. There is especially a growing number of experiential marketing that provide an empirical element, which stimulate consumers’ emotions, and also create a relationship with a brand. Therefore, this research aims to serve as practical data for the planning and implementation of experiential marketing strategies through the analysis of experiential marketing cases conducted by brands of toddler and children’s wear. The study examines the status of the Korean toddler and children’s fashion market between 2009 and 2018. The domestic brands of toddler and children’s wear were analyzed with the application of Bernd H. Schmitt’s five experiential modules. The analysis results first showed that of the five modules, ‘feel’ held the highest proportion, followed by ‘think’ and ‘act’, and lastly ‘sense’ and ‘relate’. Second, the experiential marketing stimulated more than three of the five senses. Third, experiential marketing that provided educational experiences to children was conducted. Fourth, an experience was provided for parents and children to enjoy together. Finally, product promotion and purchase were naturally linked. The study’s results have confirmed that toddler and children’s wear brands implement experiential marketing strategies, which convey the emotional and cultural experiences shared by parents and children in various ways.

The research employs factor analysis, followed by a MANOVA procedure to explore relationships between fashion consumption and social media usage behavior based on data collected from 447 individuals. Findings suggest that social media usage and apparel consumption motivations interact, particularly for whom use social media for instant-self presentation.

Marketing automation influence the marketer’s decisions, enables them to automate traditionally marketing. Customers should receive automated and personalized communications. Marketing automation is the fastest growing tools in terms of adoption among digital marketers because of its capacity to achieve one-to-one communications and marketing tasks without any technical or personal skills.

Influencer marketing for the past decade has proven to have a powerful voice for brands in the age of digital marketing. The role of influencer(s) continues to have the ability to motivate social attitudes and behavior within their online community towards the brand(s) endorsed by the influencer. The communities built by these social media influencers continue to gain social acceptance with their authentic voices and aspirational content. There has been much research on the effectiveness of social media influencers for brands the past decade, and in this research, we will look towards virtual influencers (VIs), which are not human but are digital recreations with levels of human likeness. In our study, we want to get a better understanding of whether VIs are capable of achieving comparable success to the traditional influencer, as well as the advantages and shortcomings of both types of influencers hold.

The study finds placing informational message first generates increased brand attitude for female consumers, while males prefer informational message placed last. High construal level leads to increased brand attitude for both males and females, low construal level consumers do not differ significantly in brand attitude across information order or gender.

The present study investigated fashion Instagram marketing, applying the concept of gamification. It set out to examine the following specific issues: 1) perceptions of flow, pleasures, dimensions of game dynamics (challenge, competition, achievement, reward, relationships among participants, and relationships between brands and consumers), and consumer responses based on frequency and involvement in exercise; 2) the effects of game dynamics dimensions on flow and pleasure; and 3) the effects of flow and pleasure on consumer responses. An online survey was used to gather data and the study analyzed a total of 200 responses. The results of the study were as follows. Perception differences were found only in relation to exercise involvement. Competition, relationships among participants, and relationships between brands and customers positively predicted flow. Among the dimensions of game dynamics, challenge, competition, reward, relationships among participants, and relationships between brands and consumers positively influenced pleasure. In addition, the study also found that pleasure and flow had positive effects on intention to participate and brand loyalty. Meanwhile, only pleasure predicted word-of-mouth. These findings suggest that fashion brands implementing Instagram as a marketing channel should seek to stimulate pleasure and fun to provoke positive consumer responses. Furthermore, the findings of the study provide practical and useful insights for fashion brands implementing Instagram marketing.

With the greater importance of lifestyle shops and experience marketing, research is needed for the effective experience marketing of lifestyle shops by fashion product type. This study establishes effective and differentiated experience marketing strategies for fashion lifestyle shops by examining the effect of the experience marketing satisfaction with lifestyle shops on purchase intention and loyalty. This study categorizes lifestyle shops by fashion product types into a suit-oriented lifestyle shop, a casual/leisure/sportswear-oriented lifestyle shop and a home fashion lifestyle shop, Then a survey was conducted on participants who had visited lifestyle shop. As an analysis method, factor analysis, reliability analysis and regression analysis were conducted. In this study, we identified the experience marketing factors of fashion lifestyle shops. This study found that the satisfaction from experience marketing factors of fashion lifestyle shops by fashion product types affected purchase intention and loyalty differently. Considering the results of this study, it will be able to increase not only purchase intention and loyalty but also brand sustainability by establishing, applying, and executing a differentiated strategy considering the detailed factors of experience marketing for each fashion product type when planning and operating a fashion lifestyle shop. Through this study, effective marketing of fashion lifestyle shops by fashion product type will be implemented.

A teaching manual was developed to incorporate the creative problem solving process into a fashion marking course. Students’ creativity, problem solving, critical thinking, and analytical thinking are promoted by applying the creative problem solving process systematically to solve authentic business problems experienced by local apparel business owners. This teaching manual is based on the FourSight Model that consists of Clarify, Ideate, Develop, and Implement. Various tools promoting divergent thinking are also utilized in the process. A local fashion business is invited as a problem owner and four resource groups are formed with students based on the results of the Kirton Adaption Innovation Inventory. Each resource group consists of 6-8 students. The creative problem solving process is implemented into a classroom setting as four 75-minutes sessions that are held twice a week for two consecutive weeks. The local fashion business owner will be in presence during the first (Clarify) and last (Implement) sessions. The instructor facilitator meets with the problem owner outside the classroom three times including pre-session client interview, after the second (Ideate) session, and before the third (Develop) session. This modified CPS manual for fashion marketing and merchandising courses provides practical guidelines to work with local fashion businesses while providing students with learning opportunities of the creative problem solving process.

황금배’에서 염화칼슘 침지 처리에 따른 유통 중 품질을 조사한 결과, 0.5% 염화칼슘 처리구가 20.5-21.3N으로 다소 높게 유지되었다. 과피색의 변화에 있어 적색도인 a*은 무처리구는 -2.62로 가장 높았고, 염화칼슘+ 초음파 처리구가 -3.03~-4.13으로 가장 낮아 과피의 녹색소실이 지연되었다. 유통환경에서 가장 많이 발생한 생리장해는 과육갈변으로 무처리구 과실에서 지수 28로 가장 높았고, 0.5% 농도에서는 침지 13, 초음파병행구 10으로 유의하게 낮았다. FSD 발생은 무처리구에서 지수 9로 칼슘처리구에 비해 발생이 높았고 과심갈변 발생은 처리간 유의한 차이를 볼 수 없었다. ‘원황’를 대상으로 리소포스파티딜에탄올아민(LPE)의 수확 후 처리 효과를 1-MCP 처리와 비교 조사한 결과, 과실 경도는 1-MCP 처리구는 유통과정 중 33N 이상으로 일정하게 유지되는 등 유통 중 경도저하가 낮았으나 유통 21일에 LPE 처리구에서 29.04N으로 다소 낮았다. 생리장해 발생에 있어 1-MCP 처리구는 유통 14일까지 유의하게 생리장해 발생지수가 낮아 효과적이었는데 유통 21일에 FSD 발생이 무처리구 및 LPE 처리구에 비해 2배 증가한 결과를 제외하고는 전반적으로 생리장해 발생이 유의하게 낮았다. 한편, LPE 처리구는 무처리구에 비해서는 생리장해 지수가 낮았으나 1-MCP에 비해서는 상대적으로 높은 결과를 보였다.