Journal of the Korea Institute of Information and Communication Engineering (한국정보통신학회논문지)

The Korea Institute of Information and Commucation Engineering (한국정보통신학회)
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Study of Marketing Activation Strategy of Leggings Fashion Product in Women's Clothing Market

여성 의류 시장에서 레깅스패션 상품의 마케팅 활성화 전략방안에 대한 연구

  • Lee, Hyun-Chang (School of Information and e-Commerce, Institute of Convergence and Creativity, Wonkwang University) ;
  • Jin, Chan-Yong (School of Information and e-Commerce, Institute of Convergence and Creativity, Wonkwang University) ;
  • Shin, Seong-Yoon (Department of Computer and Information Engineering, Kunsan National University)
  • Received : 2013.12.19
  • Accepted : 2014.01.29
  • Published : 2014.02.28
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Abstract

With the development of economy, people's self-interest about one's appearance has been increasing. Among them, especially interest of fashion in women's clothing market is increasing very. By increasing interest of women's appearance, requirements of various women's fashion marketing ways are increasing and the women's fashion market is expanding as much as it is. Therefore, in this paper, we propose the strategies for marketing activation in women's fashion after consideration of general women's fashion marketing strategies. Also, we build a web site to implement the strategies. Through the activation of the marketing strategies, marketing in a women's fashion market is expected to be competitive.

경제 발전과 더불어 사람들의 자기 외모에 대한 관심이 많이 증가하고 있다. 그중에 특히 여성 의류시장에서 패션에 대한 관심은 매우 증가하고 있는 추세이다. 여성들의 외모에 대한 관심이 증가함으로써 여성들의 패션 마케팅에 대한 요구가 점차 증가하고 있으며, 그만큼 여성 패션 시장이 확대되어지고 있다. 이에 본 연구에서는 여성의 패션 시장을 중심으로 여성 패션에 대한 마케팅 활성화 전략에 대해 살펴보고 전략을 제시해 보고자 한다. 이를 위해 전략에 따른 구축 사례를 살펴보며, 이를 바탕으로 본 연구의 여성 패션 활성화 전략을 통해서 여성패션 마케팅 시장에서 경쟁력 있는 기대 효과를 얻을 수 있다.

Keywords

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