• Asia Marketing Journal
• /
• 제16권3호
• /
• pp.101-118
• /
• 2014

Parkland, which is one of the pioneer brands in men's fashion in Korea, specifically suits, has recently undertaken bold brand repositioning activities to respond to the fast-changing environment and to overcome limitations in its current image positioning. As a result, in a short time period, Parkland achieved remarkable marketing and communication success. This case study explains how Parkland drew successful brand repositioning from the fierce fashion market. This study systematically analyzes the brand repositioning strategy process and implementation strategy used to resolve the conceptual and structural issues of Parkland as a mature brand. To this end, this study assesses Parkland's brand strategy focusing on brand environment and positioning. Accordingly, the study analyzes the target concept and basic direction of the brand repositioning in terms of the repositioning strategy process, and from an integrated marketing perspective, examines the specific implementation program for repositioning. Finally, the study addresses the outcomes of brand repositioning efforts as well as steps to be taken in the future.

• Asia Marketing Journal
• /
• 제7권3호
• /
• pp.161-176
• /
• 2005

1988년 이래 국내 남성복 시장에서 자사 브랜드인 파크랜드를 통해 내수 사업을 전개해온 (주)파크랜드는 기업 특유의 경영혁신적 사고에 의거하여 생산혁신, 유통혁신, 관리혁신을 구현하고 차별적인 마케팅전략을 추진함으로써 국내 신사복 시장의 대표 브랜드로서의 괄목할만한 경영성과를 이룰 수 있었다. 본 사례는 파크랜드의 성공적인 포지셔닝을 위해 기울인 통합적이고 체계적인 노력에 대해 생산혁신, 유통혁신, 관리혁신 등 전사적 경영혁신을 중심으로 소개하고, 이에 따른 차별적인 마케팅전략을 경영성과와 함께 살펴본 후, 파크랜드의 장기적 발전을 위한 전략적 과제를 제시하고 있다.

• 한국BIM학회 논문집
• /
• 제6권4호
• /
• pp.1-8
• /
• 2016

This study is to examine the public participation activities in the progress of the design competition, purposed to provide urban public spaces by the reuse of industrial heritages. Through the case studies of Berlin Tempelhof Parkland, Mapo Depot and Seoul Station 7017, following activities are common: citizen idea competition, forum, field trip, survey and winners exhibition. However, those activities are more closely organized to the competition process in Tempelhof Parkland, than other tow projects of Seoul Metropolitan Government. Also, it enables to clear and develop the public ideas more that those programs such as survey, citizen idea competition and field trip, are linked to each other in the case of Tempelhof Parkland. It could be achieved by the unified organization between competition preparation and public participation operation.

• 한국의류학회지
• /
• 제34권3호
• /
• pp.459-471
• /
• 2010

This study examines the exposure effects of the brand of fashion manufacturers on the brand attitude of consumers towards the private brand of fashion retailers. In addition, it investigates the exposure effects of the brand of fashion manufacturers on the brand attitude of consumers towards the private brand of fashion retailers based on the sensitivity of consumers as related to the brand. Data are analyzed by a reliability analysis, a factor analysis, the correlation analysis, t-test, and one-way ANOVA. The main results are summarized as follows. First, when the private brand of fashion retailers (Perry Jensen) was shown to customers, three groups ('PB without exposing the brands of fashion manufactures', 'PB with exposing Galaxy', and 'PB with exposing Parkland') revealed statistically significant differences in consumer purchase intentions as well as brand preferences to the PB products of fashion retailers. The group of 'PB with exposing high-sensitive Galaxy group' showed an overall higher brand attitude than the other two groups-'PB without exposing the fashion manufactures' brands' and 'PB with exposing low-sensitive Parkland'. Second, in comparison with the effects of the brand sensitivity of each group, the group with the higher brand sensitivity showed statistically significant browsing intension as well as purchase intention on both brands of fashion manufactures (Galaxy and Parkland).

• 한국환경복원기술학회지
• /
• 제18권2호
• /
• pp.119-131
• /
• 2015

The purpose of this study was to compare the differences of the ecological attributes in the two types of urban park at Suwon and Goyang city. 'Directly linked park' is forests and rivers in the vicinity, it is capable of re-supply of the species and 'Isolated park' is forests and rivers apart, it is a difficult re-supply of the species. The result of assessment of the ecological attributes in the two types of urban park was analyzed as the percentage of 'Forest zone' was high, but the percentage of 'Area of permeable pavement' and 'Bush area' was low. 'The planting structure' was mostly 1-layer structure(47%) and 'Foreign tree species' is high by half the proportion. 'Age classes' were a 2-3age classes level, and 'Water body' could barely. Thus, ecological attributes degree was very low. In addition, results of investigation whether the difference of ecological attributes degree between the two types of urban park, also statistically analyzed that there is no difference. Therefore, when establishing the composition of the future plans of the city park, to take full account of the ecological situation in the surrounding parkland, and identify the ecological potential with the parkland. Next, it should be designed and planned of the park that fully utilizing the potential of this ecological attributes.

• 복식
• /
• 제55권4호
• /
• pp.1-15
• /
• 2005

For every country, the flag is a major symbol that represents the country. Establishing image though the use of the country's symbol is more important for achieving national competitiveness in this global age. In Korea, Taekuki has not been actively applied to fashion products, however Korean people began to realize the Taekuki as a motif of fashion with 2002 World Cup. Thus, research on fashion product development applying Taekuki is needed. This research developed designs for fashion product development applying Taekuki. In addition, through suggesting various applied motives, this research explored the product possibility of global fashion design that represents Korean identity and fashion. For research method, after research on fashion design process, design development was progressed according to the 4-phases that comprehends processes previous researchers presented. First, in the problem recognition phase, background on the introduction of Taekuki to products and Taekuki fashion during 2002 World Cup was analyzed. Then, the need and possibility of fashion product development applying Taekuki's formative characteristics were found. Second, in research and analysis phase, meaning and history of Taekuki as well as flag fashion product developments in the U.S. and England examples were reviewed. Also, individual interviews with experts and consumers were conducted to collect qualitative data regarding product and design direction. Third, in idealization for problem solving phase, 62 designs including 43 apparels and 19 accessories were emerged. Finally, in evaluation phase, 40 university students majoring design evaluated designs' creativity, function, uniqueness, symbol, aesthetics, and harmony. Through this research, it is expected that fashion products applying Taekuki will be formly established as a fashion item. Furthermore, it is also expected that product development in other categories, brand planning, and product development using other national symbols such as name, anthem, and flower will be followed.