인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
개인구독
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논문을 무제한 열람 이용할 수 있어요.
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
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초록·키워드
This study explores loyal customers’ aging issue with regards to fashion brands that have sustained longevity. When such customers’ brand commitment lasts many years, their average age increases whilst the acquisition of new customers decreases, which means the brand eventually becomes aged. In this study, the researcher considers how seriously fashion brands perceive the issue of loyal customers’ aging and how actively they confront this issue. The researcher conducted in-depth interviews with eight middle managers that work in marketing, design and merchandising departments at Korean fashion brands with sustained longevity. The researcher analyzed fashion brands by dividing their approach into product, price, communication, and distribution; and proposed desirable strategies for fashion brands with sustained longevity who want to attract Millennials by strategically developing targeted products and adjusting materials to lower product prices. As brands regard the young designs that result from collaborating with illustrators as loved by Millennials, such brands need to expand their retail channels to various online retailers familiar with Millennials and prepare communications that focus on increasing brand awareness. Such approach should consider that Millennials are unfamiliar with such brands, despite such brands currently holding a dominant market position.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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UCI(KEPA) : I410-ECN-0101-2020-381-000273632
