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빅데이터 분석을 활용한 하이서울패션쇼에 대한 소비자 인식 조사
A Study on the Consumer's Perception of HiSeoul Fashion Show Using Big Data Analysis 원문보기

패션비즈니스 = Fashion business, v.23 no.5, 2019년, pp.81 - 95  

한기향 (건국대학교 디자인대학 패션디자인전공)

Abstract ▼ AI-Helper 아이콘AI-Helper

The purpose of this study is to research consumers' perception of the HiSeoul fashion show, which is being used by new designers as a means of promotion, and to propose a strategy for revitalizing new designer brands. This was done in order to secure basic data from fashion consumers, to help guide ...

주제어

#하이서울패션쇼   #신진디자이너 브랜드   #빅데이터   #텍스트마이닝  

표/그림 (8)

AI 본문요약
AI-Helper 아이콘 AI-Helper

* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

문제 정의

  • 따라서 앞에 언급한 바와 같이 빅데이터를 이용해 하이서울패션쇼에 대한 소비자의 인식을 조사하여 패션디자이너 브랜드가 하이서울패션쇼를 홍보와 마케팅의 수단에 적극적으로 이용하는 전략을 수립하도록 할 뿐 아니라 주관기관인 서울산업진흥원의 효율적인 마케팅전략 수립에도 도움을 줄 수 있는 기초자료를 제시하고자 한다
  • 하이서울패션쇼는 서울시와 서울산업진흥원(Seoul Business Agency[SBA])이 국내 패션 시장 활성화를 위해 운영하는 사업으로 신진디자이너 브랜드를 아리고 정착하며 성장할 수 있도록 하는 매개체이자 촉매제이다(KOCCA, 2018). 본 연구는 텍스트 마이닝 기법을 이용한 빅데이터 분석을 통해 하이서울패션소에 대한 소비자들의 실질적인 관심을 도출하고 결과를 바탕으로 패션쇼를 이용한 다양한 마케팅전략수립에 도움이 되고자 한다.
  • 본 연구의 목적은 신진 디자이너 브랜드의 성장 도모 및 패션시장의 활성화를 위한 방안을 제안하는데 있다. 패션쇼는 패션산업의 맥체이자 원동력으로써 패션시자 활성화의 촉매제 역할을 하고 있다(Joo, 2016).
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