패션 브랜드 연관 키워드 변화 추이에 관한 빅데이터 기반 탐색적 연구: 브랜드별 주요 마케팅 전략과의 연계성을 중심으로
An exploratory analysis of the web-based keywords of fashion brands using big-data: Focusing on their links to the brand’s key marketing strategies
0
조회
0
다운로드
8
인용
0
참고문헌
키워드
초록
This study empirically analyzed the influence of fashion brands’ marketing issues on actual sales and consumer preference—focusing on evaluation trends of brands over time by using the theoretical background and big data provided through literature. This study examined the influence of three fashion brands (Balenciaga, Vetements, and Off-White) that have recently seen a drastic increase in the number of searched volumes through social networks. To identify the consumer-brand evaluations and trends and the marketing issues, the time period was divided into Groups A and B, which are from 2014 to 2015 and from 2016 to 2017, respectively. This study analyzed the frequency of overlapping keywords by using the R program to graphically visualize the changes over the timeline. Specifically, this analysis extracted data mainly related to bags, wallets and accessories for 2014-2015, but in 2016-2017, all four brands saw a vast increase in the frequency of searching product keywords related to clothing and footwear, and newly extracted ones were the top keywords. When analyzing the big data with these keywords as indicators, I confirmed that the products related to bags, wallets, and accessories were shifted to those related to apparel and footwear. Consumers previously recognized luxury brands such as Balenciaga as accessories- oriented brands that were focused on handbags and sunglasses, but now they are gaining popularity and recognition among consumers as a fashion brand.
Abstract
This study empirically analyzed the influence of fashion brands’ marketing issues on actual sales and consumer preference—focusing on evaluation trends of brands over time by using the theoretical background and big data provided through literature. This study examined the influence of three fashion brands (Balenciaga, Vetements, and Off-White) that have recently seen a drastic increase in the number of searched volumes through social networks. To identify the consumer-brand evaluations and trends and the marketing issues, the time period was divided into Groups A and B, which are from 2014 to 2015 and from 2016 to 2017, respectively. This study analyzed the frequency of overlapping keywords by using the R program to graphically visualize the changes over the timeline. Specifically, this analysis extracted data mainly related to bags, wallets and accessories for 2014-2015, but in 2016-2017, all four brands saw a vast increase in the frequency of searching product keywords related to clothing and footwear, and newly extracted ones were the top keywords. When analyzing the big data with these keywords as indicators, I confirmed that the products related to bags, wallets, and accessories were shifted to those related to apparel and footwear. Consumers previously recognized luxury brands such as Balenciaga as accessories- oriented brands that were focused on handbags and sunglasses, but now they are gaining popularity and recognition among consumers as a fashion brand.
참고문헌 (13)
- Ahn, H., "A study on the sentiment analysis in fashion design using big data: Focused on text mining and semantic network analysis", doctoral, pp.2017
- Camiciottoli, B. C., "The integration of netnography and text mining for the representation of brand image in fashion blogs", Paper presented at the 11th International Marketing Trends Conference (2012)
- 엄경희, "빅데이터 기반 패션 큐레이션서비스 디자인 중요성에 관한 연구 - 3⋅40대 한국남성 라이프스타일을 중심으로 -", 한국디자인문화학회지, 23(4), pp.559~570 (2017), 한국디자인문화학회
- "Extracting value from Chaos" (2011)[URL]
- (2018)[URL]
- 김종선, "텍스트 마이닝을 통한 패션 스트리밍 서비스 인식에 관한 연구 - 프로젝트 앤 사례를 중심으로 -", 한국패션디자인학회지, 18(1), pp.107~118 (2018), 한국패션디자인학회[DOI]
- 이정학, "빅데이터 텍스트마이닝 분석을 통한 수영복 인식에 관한 연구", 체육과학연구, 28(1), pp.104~116 (2017), 국민체육진흥공단 한국스포츠정책과학원[DOI]
- Mayer-Schönberger, V., "Big data:A revolution that will transform how we live, work, and think" (2013), 21st Century Books
- Steven Ovadia, "Digital Content Curation and Why It Matters to Librarians", Behavioral & Social Sciences Librarian, 32(1), pp.58~62 (2013), Informa UK Limited[DOI]
- Tracy Anna Rickman, "The changing digital dynamics of multichannel marketing:The feasibility of the weblog: text mining approach for fast fashion trending", Journal of Fashion Marketing and Management: An International Journal, 11(4), pp.604~621 (2007), Emerald[DOI]
- (2018)[URL]
- Song, T. M., "Social big data research methodology with R" (2016), Hannarae Academy
- "Balenciaga is Kering’s fastest growing brand" (2018)[URL]