컬러 마케팅의 이해와 적용 - 국내 남성복을 중심으로 -

Abstract

In textile industry, many trials for great sucess have been executed by applying effective color. It is because, in accordance with increase of income, the propensity to consume has been changed from a rational pattern to a sensible. When a company design a product, color planning has been one of the most important factor accordingly. Using a substantial approach of color planning, we are able to maximize the added value of the product. It is very keenly subject that the company secures the competitive power through improving the brand acknowledgment. At this point, the color marketing is necessary from the first stage of the product planning. The color marketing is based on memory effect and association of image of color. As a practical color planning depending on trend analysis and market survey, we need to make a study how to develope the 'color marketing'. This study focuses on men's wear for 2006 domestic market through consumers' trend analysis, market survey, and product color analysis in order to apply an effective color marketing to a product.