A Study on the Analysis and Design Development of Licensed Fashion Products of Professional Baseball

프로야구 라이센싱 패션제품 현황 분석 및 디자인 개발

Abstract

The purpose of this study was to develop licensed fashion products based on the analysis of Korean professional baseball licensing. This study reviewed the introduction of sports marketing, licensing programs, and analyzed the current status of licensing brands and products in Korean baseball clubs. Based on this analysis, high value added licensed products were developed for Korean professional baseball clubs. The results of this study were as follows. First, all Korean baseball clubs operated offline shopping malls in their home stadiums and posted online shopping mall links on their websites. Moreover, licensed products were developed through agreements with sports and licensing companies, and sales were being done through official shopping malls, open markets, and shopping malls. Various marketing for specific events or targets were not done well. Second, licensed products were mostly fashion products such as clothing and hats. Most of them were unisex wear, but the proportion of fashion products for women was not large. Also, while the licensed products used elements that made the baseball team feel symbolic throughout, they sometimes sold products that did not reveal the identity of the professional baseball team, with an emphasis on motifs that were unrelated to the team. Third, this study selected KIA Tigers and developed 27 kinds of women's licensed fashion products including textile designs. Through this research, it was derived that there is the need for integrated marketing of Korean professional baseball, diversification of consumer-based licensing products, and enhanced entertainment products for the Korean baseball cheering culture.

Figure 1. Number of Licensed Products by Korea Professional Baseball N(%)

Figure 2. Categories of Licensed Products of Professional Baseball N(%)

Figure 3. Items of Licensed Products of Professional Baseball N(%)

Figure 4. User Types of Licensed Clothing of Professional Baseball N(%)

Figure 5. User Types of Licensed Hat of Professional Baseball N(%)

Figure 6. Design Motives on Licensed Clothing of Professional Baseball N(%)

Figure 7. Non-B.I Design Motives on Licensed Clothing of Professional Baseball N(%)

Figure 16.Mass Customizationon Licensed Products N(%)

Figure 18. Price of Licensed Fashion Products of Professional Baseball N(%)

Figure 17.Types of Mass Customization on Licensed Products N(%)

Figure 19. Price of Licensed Cloths of Professional Baseball N(%)

Figure 20. Licensed Products of KIA Tigers Baseball Team(www.tigersshop.kr)

Figure 21. Licensed Fashion Products of KIA Tigers Baseball Team

Figure 8. Doosan Bears Logo, Symbol T-Shirts & Cap (www.doosanbears wefan.shop)

Figure 9. LG Twins Descent T-Shirts (twins.lockerdium.co.kr)

Figure 10. Micky Mouse LG Twins T-Shirts & Doosan Bears Cap (www.hellotwins.co.kr, www.doosanbearswefan.shop)

Figure 11. SK Wyverns Spiderman Toy & Cheer Towel (www.wyvernsshop.co.kr)

Figure 12. LG Twins Ironman & Star Wars Replica (www.hellotwins.co.kr)

Figure 13. SK Wyverns “가을동화” Uniform (www.wyvernsshop.co.kr)

Figure 14. KIA Tigers Champions Field T-Shirts (www.tigersshop.kr)

Figure 15. Lotte Giants Seagull, Gwangan Bridge T-Shirts & “마!” Towel www.lottegiantsshop.com)

Table 1. Status of Licensed Product Shopping Mall of Korea Professional Baseball Team

Table 1. Continued

Table 1. Continued

Table 2. Design Motive Collection

Table 3. Textile Designs