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Analysis of Properties of Fashion Trading Areas Using Network Analysis Technique

네트워크 분석 기법을 통한 패션 상권의 특성 분석

Kim, Yunjeong;Lee, Joeun;Lee, Yuri
김윤정;이조은;이유리

  • Received : 2015.04.10
  • Accepted : 2015.09.30
  • Published : 2016.04.30

Abstract

This research analyzed characteristic changes in trading areas and the success factors of popular fashion trading areas (Garosu-gil, Dongdaemun, and Itaewon). This research adopts a social network analysis method to semantically analyze trading areas. Articles on the three fashion trading areas were located through KrKwic software to extract keywords and calculate word frequency. Keywords with high frequency were placed through NodeXL software to identify relationships among keywords. Researchers created a network of relationships among trading areas and between past and present of trading areas to analyze and visualize. In the past (2008-2009), the trading areas of Dongdaemun, Garosu-gil and Itaewon were placed horizontally with a limited number of shared keywords between them. However, the three trading areas retain diverse rage of keywords and an organic realtionships five years later (2013-2014). Compared to the past, all three areas see the emergence of relevant fashion keywords such as 'designer', 'design', 'brand'. Additional cultural keywords such as 'culture/art/performance', 'exhibition', and 'event' have commonly appeared and imply that related industries are an important factor as well. Fashion companies that consider evaluating areas for a new store opening need to understand the trading area characteristics and select the most suitable area. In addition, it is necessary to equip the trading area with basic fashion elements as well as relavant industry when the government tries to develop fashion trading areas.

Keywords

Network analysis;Fashion trading areas;Garosu-gil;Dongdaemun;Itaewon

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Acknowledgement

Grant : BK21플러스

Supported by : 서울대학교