Today, the fashion business environment of the 4.0 generation is changing based on fashion technology combined with advanced digital technologies such as AI (Artificial Intelligence), big data and IoT (Internet of Things). “Digital Transformation” means a fundamental change and innovation in a digital paradigm including corporate strategy, organization, communication, and business model, based on the utilization of digital technology. Thus, this study examines digital transformation strategies through the fashion brand Burberry. The study contents are as follows. First, it examines the theoretical concept of digital transformation and its utilization status. Second, it analyzes the characteristics of Burberry’s digital transformation based on its strategies. For the research methodology, a literature review was performed on books and papers, aligning with case studies through websites, social media, and news articles. The result showed that first, Burberry has reset their main target to Millennials who actively use mobile and social media, and continues to communicate with them by utilizing digital strategy in the entire management. Second, Burberry is quickly delivering consistent brand identity to consumers by internally creating and providing social media-friendly content. Third, they have started real-time product sales and services by using IT to enhance access to brands and to lead consumers towards more active participation. In this study, Burberry’s case shows that digital transformation can contribute to increased brand value and sales, keeping up with the changes in the digital paradigm. Therefore, the study suggests that digital transformation will serve as an important business strategy for fashion brands in the future.

The purpose of this study is to analyze the factors influencing consumers’ selection of web-toon service through AHP (Analytic Hierarchy Process) analysis and to provide the strategy of web-toon service. To accomplish this study, theories, existing research and references related to AHP were sufficiently examined and selected the factors in the selection criteria. Surveys from consumers who used the web-toon service were conducted with selected factors. Through this, the results were analyzed by AHP analysis to find out the weighting values and the differences were examined and analyzed. The highest weighting factor in the first layer that consists of web-toon service was cinematic quality. The cinematic quality was the most important factor in the selection criteria of customers who use the web-toon service regardless of their preferred genre. Furthermore, it was confirmed that the weighting value or ranking changed in the second layer by genre. In this study, the effective basis of strategy were suggested by ranking the quantitative selection factors according to the preferred genre of consumers using web-toon services. In addition, This research provides some practical implications. That is, the web-toon service provider can easily recognize and respond to the customer’s requirements, which factors are important when the customer selects a specific genre from the web-toon genre.

파괴적 혁신과 디지털화로 더욱 빠르게 변화하는 동태적인 혁신적 시장과 기술에 있어, 기존의 정태적인 법은 혁신을 저해하고 지연시키기까지 한다는 지적이 있어 왔다. 대량생산이라는 근대 이후의 상품 제조 방식에서 개인 맞춤형 상품 제조 방식으로 변화되고, 온라인상에서 거래되는 디지털 상품이 증가되고 있는 현시점에서, 이러한 디지털 환경에 부합될 수 있도록 상표법상 상품에 대한 개념, 상표의 사용, 출처의 오인 혼동 판단 등에 대한 검토가 요구된다. 디지털 상품은 비디오 이미지 등 기존에는 저작물로서 취급되던 특정을 가지고 있으면서도, 최근에는 그 자체로서 상품의 특성을 가지고 활발히 거래되면서 디지털 환경에서의 디지털 상품을 둘러싼 침해 문제에 있어서 저작권으로만의 책임이 아닌 상표법상의 책임을 묻는 사례가 나타나게 되었으며, 이에 디지털 상품의 상표법상 취급의 문제가 대두되게 되었다. 디지털 상품이 거래되는 인터넷 상에서의 상표 사용과 관련하여, 실무상으로는 불사용취소제도에 있어 사용으로 인정되는 증거자료에 대한 기준이 필요하다. 인터넷 공간에서의 상표 사용 입증자료와 관련하여, 인터넷 상에 상표를 표시하고 자료를 올리는 것은 오프라인 상에서의 증거자료를 준비하는 것보다 훨씬 손쉽게 이루어질 수 있고, 그 조작이 용이하다는 점 등에서 디지털 상품과 인터넷 공간에서의 특성에 부합되는 심판원 및 법원의 판단 기준이 요구된다. 한편, 출처 오인 혼동에 대한 기존의 법리는, 시각적으로 상품에 표시된 양 상표를 전제로 판단하는 기준에 관한 것으로, 디지털 상품이 사용되는 인터넷 공간에서 시각적으로 표시되지 아니한 상표 사용의 경우 출처 오인 혼동 판단에 대한 판단 기준으로서는 한계가 있다.

This article discusses the nature of Korean classical Chinese texts, or Sino-Korean texts and pays attention to the need for compiling various reference works in pre-modern Korean studies. And it suggests that the introduction of Digital Humanities to the field is necessary and discusses the conditions for successful Digital Humanities in the field. Due to the ambiguity and complexity of Sino-Korean texts, students of the field need various reference works to refer to for a clear understanding of the texts. It is recently and widely accepted as an urgent task to compile various reference works for Korean studies, ranging from linguistic and term dictionaries to encyclopedias. However, since the number of people who want to use paper dictionaries and reference books continues to reduce, reference work projects for Korean studies need to consider changing the direction. Adopting the Digital Humanities methods in the whole process of the projects can bring promptness, accuracy, and up-to-date-ness to the projects, and enable the field to extend the territory and maximize versatility. In doing so, the projects of reference work for Korean studies can continue to contribute to the development of Korean studies. It can also be used as a useful cultural content on the Internet. There are two issues to take into consideration regarding adopting Digital Humanities for reference work making for Korean studies. One is fostering editors and project managers of Digital Humanities projects for Korean studies; the other is to establish a standard for reference work making projects for effective communication, project planning & evaluation, and manpower training, etc.

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.

Small, independent and privately owned luxury companies face a number of challenges in today’s globalized and increasingly digitalized luxury market dominated by big luxury groups. However, the Internet and Social Media also create new opportunities. They enable luxury brands with limited resources to reach out to an international clientele and build brand awareness. Moreover, new channels and platforms allow for multifaceted storytelling, interactive communication with customers and data analysis for quick and continuous learning and improvement of strategies. While many luxury brands have long struggled in the digital sphere, which in many cases represents the exact opposite (e.g. openness, accessibility, dynamic change, etc.) of what luxury stands (or stood) for, a growing number of young and daring luxury brands with no legacy and heritage, embraces digital technology as an important, if not vital part of their business model from day one. Given the often high investment needed to start and sustain a company in the luxury segment, “born digital” luxury start-ups need to show a great deal of creativity, pragmatism, flexibility and a good sense for the actual tastes and preferences of their globally dispersed target group in order to be successful and cut out their share of the market in due time and despite fierce competition. By analyzing the case of VAULT, a Swiss luxury watch brand founded in 2014, the present study explores the main challenges of the young luxury brand with regards to positioning, communication, distribution and business development and the role of the Internet and Social Media for the company’s success. By deriving recommendations for similar brands, the study aims at a practical, but also a theoretical contribution.

This research investigates the effect of digital advertising on the customer-brand relationship, looking at the mediating role of privacy risk perceptions on consumers’ purchase intentions. Through an online experiment, authors show how the source of the customized promotion via e-mail (known source vs. unknown source) has implications on privacy risk perceptions which in turn influence purchase intentions. Theoretical and managerial implications are discussed.