본 연구는 다국적 기업 해외 자회사 직원의 언어 능력이 본사의 주재원 파견에 어떤 영향을 미치 는지 고찰한다. 전 세계 55개국에 위치한 한국 다국적 기업의 9,580개 해외 자회사를 다층 모델링 을 사용하여 분석한 결과, 현지 노동력의 영어 능력이 낮은 국가에 위치한 해외 자회사에서는 다국 적 기업들이 더 많은 주재원을 파견하는 경향이 있음을 밝혀내었다. 또한, 본 연구는 다국적 기업 의 해외 자회사 현지 운영 기간이 증가함에 따라 현지 노동력의 영어 능력이 낮은 국가에 위치한 자회사 내에서 주재원에 대한 의존도가 현저하게 감소함을 보여준다. 이러한 결과는 현지 노동력의 언어 능력이 상이한 다양한 국가에 진출하여 활동하는 다국적 기업들의 해외 자회사 관리에 있어 의미 있는 이론적, 실무적 시사점을 제공한다.

중국 국가 통계국에서 발표한 데이터에 따르면, 2022년 60세 이상 인구는 전체의 19.6%이며, 2035년에는 4억을 초과하여 고령화 사회의 단계에 접어들 것이라고 한다. 질병의 발병률이 매우 높은 고령층은 의약품의 복용 과정에서 주의해야 할 점이 많은 반면, 이에 대한 이해가 부족하여 의약품의 복용에 따른 잠재적인 위험에 항상 노출되어 있다. 이에 따라 의약품 포장에 대한 고령층의 요구를 수용하고, 의약품 복용의 정확성과 편의성을 향상시키는 문제는 당면의 과제가 되고 있다. 본 연구는 디지털 휴먼 기술을 도입하여 의약품 포장의 혁신적인 디자인을 강구하고, 이를 통해 고령층의 의약품 관련 문제에 대한 해결을 목표로 한다. 의약품 포장 디자인에 디지털 휴먼 기술을 적용하는 것은 최근 디지털 발전의 추세에 부합하며, 고령층을 대상으로 하는 의약품 포장 디자인에 새로운 사로를 제공할 수 있다. 따라서 본 연구는 문헌 분석법 및 사례 분석법 등을 통해 고령층을 대상으로 하는 의약품 포장 디자인의 발전 현황을 파악하여, 기존 제한적인 정보만을 제공하던 단일 시각 형태의 전통적인 의약품 포장 디자인의 한계를 극복하고, 새로운 디자인 방안을 제시하여 고령층이 더 다양한 방식으로 의약품 포장을 통해 필요한 정보를 인식할 수 있도록 만들고자 하였다. 기존 의약품 포장 디자인에 대한 분석을 바탕으로 본 연구는 디지털 휴먼 기술과 의약품 포장의 결합에 대한 타당성을 도출했고, 실례를 통해 디지털 휴먼 기술이 의약품 포장에 있어 상당한 응용 가치와 잠재력을 가지고 있다는 사실을 검증하였다.

Clothing is intimately intertwined with daily lives as every individual relies on it. The pervasive issue of plagiarism in the fashion industry has led to an increased demand to protect intellectual property rights. Currently, studies on the protection of fashion design intellectual property rights in China remain in the exploratory stage and warrant further investigation. This paper addresses the issue in two parts. The first part contains an analysis of the theoretical foundation for the protection of fashion design copyrights. It is further divided into three subsections. The first subsection primarily examines the concept of copyrights and laws. The second subsection focuses on the concept of fashion design copyrights and laws. The third subsection analyzes copyright laws concerning fashion designs in China. The second section offers an analysis of infringement cases involving fashion designs published during the Baiyi Cup Intellectual Property Case Summary Writing Competition held in China in 2023. It outlines the shortcomings of the current Chinese copyright laws regarding the protection of fashion designs, and proposes measures for improvement. This study argues that the institutional framework for intellectual property rights in the Chinese fashion industry should align with practical considerations and explores suitable legal regulations and how they relate to specific circumstances in China. Besides refining the legal framework, fashion designers and enterprises must take measures to entablish the intellectual property rights of their clothing brands.

This study investigates consumer experiences and word-of-mouth (WOM) intentions in luxury brand pop-up stores, including standalone and department store setups. Grounded in experience economy theory, this study examines the experiential elements based on the types of pop-up stores and the relationships among consumer experience, pop-up store image, and WOM intentions for each type. Data were collected from 300 visitors to luxury brand pop-up stores between January and July 2023 and analyzed using Smart PLS 4.0. The findings reveal several key insights. First, standalone pop-up stores offer educational and escapist experiences, while pop-ups within department stores have a single identified factor of consumer experience. Second, regardless of the store type, luxury pop-up store experiences significantly influence pop-up image perceptions. Third, luxury pop-up store image drives WOM intentions for both standalone and department store pop-ups. Notably, the unique image significantly impacts solely department store pop-ups and does not influence standalone pop-ups. Moreover, image perceptions in both pop-up store types do not significantly affect brand WOM intentions. Finally, WOM intentions for pop-up stores significantly influence WOM intentions for brands. This study contributes to the theoretical understanding of consumer experiences in luxury pop-up stores, providing practical insights for stakeholders in the luxury brand industry to enhance pop-up store image perceptions and WOM intentions.

This study assessed the effectiveness of brand image communication on consumer perceptions of cruelty-free fashion brands. Brand messaging data were gathered from postings on the official Instagram accounts of three cruelty-free fashion brands and consumer perception data were gathered from Tweets containing keywords related to each brand. Web crawling and natural language processing were performed using Python and sentiment analysis was conducted using the BERT model. By analyzing Instagram content from Stella McCartney, Patagonia, and Freitag from their inception until 2021, this study found these brands all emphasize environmental aspects but with differing focuses: Stella McCartney on ecological conservation, Patagonia on an active outdoor image, and Freitag on upcycled products. Keyword analysis further indicated consumers perceive these brands in line with their brand messaging: Stella McCartney as high-end and eco-friendly, Patagonia as active and environmentally conscious, and Freitag as centered on recycling. Results based on the assessment of the alignment between brand-driven images and consumer-perceived images and the sentiment evaluation of the brand confirmed the outcomes of brand communication performance. The study revealed a correlation between brand image and positive consumer evaluations, indicating that higher alignment of ethical values leads to more positive consumer assessments. Given that consumers tend to prioritize search keywords over brand concepts, it’s important for brands to focus on using visual imagery and promotions to effectively convey brand communication information. These findings highlight the importance of brand communication by emphasizing the connection between ethical brand images and consumer perceptions.

This study examines options to revitalize a B2B textile trading platform, exploring user satisfaction and perceptions of the importance of several website features. Between June 8 and June 21, 2023, fashion studies majors and domestic fashion brand product planners were asked to use the website of an open B2B textile platform for 30 minutes and then evaluate its features by responding to a survey. The final sample for analysis wad comprised of 150 questionnaires. To analyze the key textile website features, a paired t-test, Importance-Performance Analysis (IPA), and multiple regression analysis were utilized. The analysis classified the key textile website features related to user importance and satisfaction into the following categories: convenience, appearance, product information, and uniqueness. An analysis investigation of the differences in importance and satisfaction for each website evaluation attribute found significant differences in 12 attributes. The IPA analysis revealed that attributes such as product reliability, quality, a convenient search function, and convenient page movement are highly important to users and garner high user satisfaction; these findings demonstrate the importance of maintaining these elements. Images on the main screen, the latest trend information, and product prominence attributes also garner high importance ratings, but result in low user satisfaction, which signifies extensive revision is required. Finally, user evaluation of the convenience, appearance, and product information of the website was found to affect user recommendation intention.

The changing media landscape has diversified how and what is discussed about fashion. This study aims to examine expert discussions about fashion shows on social media from the perspective of fashion criticism. To achieve this goal objectively, a text mining program, Leximancer, was used. In total, 58 videos were collected from the panel discussion section of Showstudio from S/S 21 to S/S 24, and the results of text mining on 24,080 collected texts after refinement are detailed here. First, the researchers examined the frequency of keywords by season. This revealed that in 2021–2022, digital transformation, diversity, and fashion films are now commonly used to promote fashion collections, often replacing traditional catwalk shows. From 2023, sustainability and virtuality appeared more frequently, and fashion brands focused on storytelling to communicate seasonal concepts. In S/S 2024, the rise of luxury brand keywords and an increased focus on consumption has been evident. This suggests that it is influenced by social and cultural phenomena. Second, the overall keywords were analyzed and categorized into five concepts: formal descriptions and explanations of the collection’s outfits, sociocultural evaluations of fashion shows and designers, assessments of the commerciality and sustainability of the current fashion industry, interpretations of fashion presentations, and discussions of the role of fashion shows in the future. The significance of this study lies in its identification of the specificity of contemporary fashion criticism and its objective approach to critical research.

Until now, research on consumers’ purchasing behavior has primarily focused on psychological aspects or depended on consumer surveys. However, there may be a gap between consumers’ self-reported perceptions and their observable actions. In response, this study aimed to investigate consumer purchasing behavior utilizing a big data approach. To this end, this study investigated the purchasing patterns of fashion items, both online and in retail stores, from a data-driven perspective. We also investigated whether individual consumers switched between online websites and retail establishments for making purchases. Data on 516,474 purchases were obtained from fashion companies. We used association rule analysis and K-means clustering to identify purchase patterns that were influenced by customer loyalty. Furthermore, sequential pattern analysis was applied to investigate the usage patterns of online and offline channels by consumers. The results showed that high-loyalty consumers mainly purchased infrequently bought items in the brand line, as well as high-priced items, and that these purchase patterns were similar both online and in stores. In contrast, the low-loyalty group showed different purchasing behaviors for online versus in-store purchases. In physical environments, the low-loyalty consumers tended to purchase less popular or more expensive items from the brand line, whereas in online environments, their purchases centered around items with relatively high sales volumes. Finally, we found that both high and low loyalty groups exclusively used a single preferred channel, either online or in-store. The findings help companies better understand consumer purchase patterns and build future marketing strategies around items with high brand centrality.

Fashion stress is a pertinent aspect of modern consumer culture that has been underexplored in academic research. This study developed a conceptual framework of fashion stress and a multidimensional scale to measure consumers’ fashion stress. The qualitative study included literature reviews on consumption stress, shopping stress, and consumer behavior, as well as focus group interviews to gain insight into various dimensions of fashion stress. NVivo 12.0 was used to analyze the qualitative data and identify core categories following the grounded theory methodology. The quantitative study involved a preliminary and a primary surveys to verify the validity and reliability of the fashion stress scale. A total of 220 questionnaires were used for data analysis. The results show that fashion stress consists of eight factors: care, shopping, fit, brand, financial, closet, style, and disposal. Choice difficulty plays a significant role in all factors of fashion stress. Moreover, shopping stress had a negative impact on impulse buying, while other factors such as fit, brand, closet, and disposal stress had a positive impact on impulse buying. Thus, fashion stress is a potential antecedent of impulsive consumer behavior. The results also confirm the validity and reliability of the scale. The fashion stress scale developed in this study offers researchers a valuable tool for assessing and understanding consumer experiences.