패션 브랜드의 디지털 트랜스포메이션 전략에 관한 연구 - 버버리 사례를 중심으로 -
DC Field | Value | Language |
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dc.contributor.author | 김 소 영 | - |
dc.contributor.author | 마 진 주 | - |
dc.date.available | 2020-07-10T04:04:02Z | - |
dc.date.created | 2020-07-06 | - |
dc.date.issued | 2019 | - |
dc.identifier.issn | 1226-0401 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/2241 | - |
dc.description.abstract | Today, the fashion business environment of the 4.0 generation is changing based on fashion technology combined with advanced digital technologies such as AI (Artificial Intelligence), big data and IoT (Internet of Things). “Digital Transformation” means a fundamental change and innovation in a digital paradigm including corporate strategy, organization, communication, and business model, based on the utilization of digital technology. Thus, this study examines digital transformation strategies through the fashion brand Burberry. The study contents are as follows. First, it examines the theoretical concept of digital transformation and its utilization status. Second, it analyzes the characteristics of Burberry’s digital transformation based on its strategies. For the research methodology, a literature review was performed on books and papers, aligning with case studies through websites, social media, and news articles. The result showed that first, Burberry has reset their main target to Millennials who actively use mobile and social media, and continues to communicate with them by utilizing digital strategy in the entire management. Second, Burberry is quickly delivering consistent brand identity to consumers by internally creating and providing social media-friendly content. Third, they have started real-time product sales and services by using IT to enhance access to brands and to lead consumers towards more active participation. In this study, Burberry’s case shows that digital transformation can contribute to increased brand value and sales, keeping up with the changes in the digital paradigm. Therefore, the study suggests that digital transformation will serve as an important business strategy for fashion brands in the future. | - |
dc.language | 한국어 | - |
dc.language.iso | ko | - |
dc.language.iso | ko | - |
dc.publisher | 복식문화학회 | - |
dc.title | 패션 브랜드의 디지털 트랜스포메이션 전략에 관한 연구 - 버버리 사례를 중심으로 - | - |
dc.title.alternative | A study on the digital transformation strategy of a fashion brand - Focused on the Burberry case - | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | 마 진 주 | - |
dc.identifier.doi | 10.29049/rjcc.2019.27.5.449 | - |
dc.identifier.bibliographicCitation | 복식문화연구, v.27, no.5, pp.449 - 460 | - |
dc.relation.isPartOf | 복식문화연구 | - |
dc.citation.title | 복식문화연구 | - |
dc.citation.volume | 27 | - |
dc.citation.number | 5 | - |
dc.citation.startPage | 449 | - |
dc.citation.endPage | 460 | - |
dc.type.rims | ART | - |
dc.identifier.kciid | ART002520621 | - |
dc.description.journalClass | 2 | - |
dc.description.journalRegisteredClass | kci | - |
dc.description.journalRegisteredClass | other | - |
dc.subject.keywordAuthor | digital transformation(디지털 트랜스포메이션) | - |
dc.subject.keywordAuthor | Burberry(버버리) | - |
dc.subject.keywordAuthor | digital media strategy(디지털 미디어 전략) | - |
dc.subject.keywordAuthor | fashion communication(패션 커뮤니케이션 | - |
dc.subject.keywordAuthor | digital transformation | - |
dc.subject.keywordAuthor | Burberry | - |
dc.subject.keywordAuthor | digital media strategy | - |
dc.subject.keywordAuthor | fashion communication | - |
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