Asian apparel brands’ Internationalization: the application of theories to the cases of Giordano and Uniqlo

우홍주,Byoungho Jin 한국의류학회 2014 Fashion and Textiles Vol.1 No.1

How did Asian apparel brands internationalize in the competitive global apparel market? Although Asian brands are becoming global, most of previous research on internationalization was limited to the cases of the brands having Western-origins. This study aimed to explore the internationalization patterns of two leading Asian apparel brands, Giordano and Uniqlo, applying existing internationalization theories. For analysis, a case study approach was adopted by analyzing the secondary data from company reports, websites, and trade publications, following the previous case studies. Today Giordano and Uniqlo are operating more than 2,000 stores worldwide. They internationalized to the geographically close markets first, and then extended the businesses to far distance countries following the Uppsala model. Both brands are focusing on Asian developing countries recently. The two brands’ integrated supply chains and the positioning concept as basic, quality apparel at low price contributed to facilitating their internationalization. The findings confirm the existing internationalization theories and add the empirical cases of Asian brands to literature. This study also provides a managerial implication for the other brands seeking internationalization opportunities, especially for the brands with Western-origins, that need to compete with growing Asian competitors in global marketplaces.

How Are Born Globals Different from Non-Born Global Firms? Evidence from Korean Small- and Medium-Sized Enterprises

진병호,우홍주,정재은 한국무역학회 2015 Journal of Korea trade Vol.19 No.3

Born global (BG) firms internationalize rapidly at or near their inception to the world’s multiple lead markets such as the US and Europe, which contrasts with the classic internationalization theory (i.e., Stage model) that views internationalization as a gradual process. Most BG studies focus on describing BGs and why firms choose rapid internationalization has yet to be sufficiently addressed. This study was designed to understand what factors are related to BG among Korean small- and medium-sized enterprises (SMEs). Bounded by the liability of smallness, SMEs are deficient in financial and human resources, which are typically known as inhibitors of internationalization. Nonetheless, some SMEs internationalize rapidly at or near founding beyond the home continent and become BGs. In order to clearly identify factors related to BGs, two groups (BGs versus Non-BGs) were predicted by eight potential BG related factors. Analyses of 480 survey data collected from Korean SMEs nationwide revealed that among the eight BG related factors, five are found to be significant. That is, Korean SMEs with high entrepreneurial proclivity, highly unique product development, high R&D investment, less foreign network and export consumer products were discovered to be BGs. The findings of this study contribute to advancing BG theories in that, it provides empirical evidence that clearly articulates the “why rapid” aspect of BGs.

Modeling consumers’ intention to use fashion and beauty subscription‑based online services (SOS)

Bharath Ramkumar,우홍주 한국의류학회 2018 Fashion and Textiles Vol.5 No.1

This study examined one of the new consumption styles of modern consumers, subscription-based online services (SOS), which is often called as box retailing. The purpose of this study was to empirically test six antecedents—utilitarian motivations, hedonic motivations, fashion consciousness, consumer innovativeness, desire for unique products, and online transaction self-efficacy—as predictors of consumers’ attitude toward and intention to use fashion/beauty SOS. The theory of reasoned action was used as a theoretical foundation. With responses from 385 American consumers on an online survey, the theoretical model was tested in the fashion/beauty SOS context using structural equation modeling on LISREL. Results indicated that utilitarian and hedonic motivations, fashion consciousness, and online transaction self-efficacy indirectly influence intention to use fashion/beauty SOS, mediated by attitude towards fashion/beauty SOS. Instead of being mediated by attitude towards fashion/beauty SOS, consumer innovativeness and desire for unique products directly influence intention to use fashion/beauty SOS. Subjective norm positively influences intention to use fashion/beauty SOS. By identifying the factors that can predict consumers’ attitude towards and intention to use this new type of fashion/beauty consumption, this study addresses an evolving trend in home-based shopping behavior. Theoretically, as one of the earliest studies in this phenomenon, this study lays the theoretical groundwork paving way for further exploration in this area. Managers of fashion and beauty SOSs also can utilize these findings to more accurately target the appropriate consumer segment and streamline their marketing messages in accordance.

Global fashion retailers’ responses to external and internal crises during the COVID‑19 pandemic

Sanghee Kim,우홍주 한국의류학회 2021 Fashion and Textiles Vol.8 No.1

During the COVID-19 pandemic crisis, the media reported diferent kinds of issues that global fashion retailers face. They had to unexpectedly dismiss garment workers and employees internally, while they had to perform CSR practices for their sufering communities externally. The purpose of this study is to investigate how global fashion retailers responded to these external and internal crises during the pandemic through a case study. Based on corporate social responsibility (CSR) contribution types and the Situational Crisis Communication Theory (SCCT), various secondary sources which are related to three selected global fashion retailers’ (Zara, H&M, and Uniqlo) responses to external and internal crises during the pandemic are analyzed. The fndings indicate that global fashion retailers showed some diferent approaches in their responses to external and internal crises during the pandemic. Externally, all of them practiced CSR by providing monetary and in-kind contributions to the society. However, toward the internal issues related to their factory workers and employees, some of them denied or diminished the problems that had been raised, while all of them attempted to make a deal with the parties who had been afected. The results of this study propose an agenda to discuss global fashion retailers’ responsibilities during the pandemic, as well as to inform fashion retailers of how leading retailers have responded to the crises.

What Do Consumers Expect and Gain from the Sharing Economy? A Systematic Literature Review (2016-2021) on the Antecedents and Outcomes

김지수,이소영,동정호,우홍주 한국의류학회 2024 한국의류학회지 Vol.48 No.2

The sharing economy (SE) describes an economic system in which consumers share a product or service via collaborative consumption. Reasonably, the SE receives much attention in the fashion industry as a sustainable form of consumption. However, a systematic review of the antecedents and outcomes of consumer participation in SE is limited by researchers' and practitioners' hindered understanding of what consumers expect and gain from the SE. This study offers a systematic review of the SE research conducted from January 2016 to July 2021 and proposes a conceptual model. In terms of antecedents, three factors, composed of nine categories and 153 variables, were identified: 1) consumer factors (80 variables), 2) platform/product factors (69 variables), and 3) environmental factors (4 variables). The outcomes included 14 variables divided into two categories: 1) positive outcomes (8 variables) and 2) negative outcomes (6 variables). The results provide recommendations for future research on applying the SE to the fashion sector. First, to more thoroughly investigating antecedents of consumer participation in fashion sharing, the research must focus on barriers and environmental factors, in addition to demographic and psychological variables. Secondly, research on the outcomes of participating in fashion sharing, including economic and social benefits, is needed.