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RISS 인기검색어
- 검색키워드
- 저자 : Sabrina Gadolini (검색결과 4 건)
- 무료
- 기관 내 무료
- 유료
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Internet of Things in Apparel Industry : A Case Study of OVS, Italian S.p.A. Brand
홍의,Sabrina Gadolini 한국경영컨설팅학회 2019 경영컨설팅연구 Vol.19 No.1
The purpose of this study is to examine the actual influences of IoT on apparel industry as IoT has been in the limelight among entire industry since the millennium and it is recently flourishing along with a boom in the Fourth Industrial Revolution. To fit into the new era, this study investigates into both the fast fashion industry and the Internet of Things applied to an Italian S.p.A. brand, OVS, carrying practical examples and comparisons between several well known fast fashion companies in Europe and two apparel companies in Korea. The Korean apparel companies which adopt IoT technology into their business mostly focus on wearables and mobile applications while European fashion companies utilize smart fitting room in their stores. The next main part is constituted by the case of the Italian S.p.A. brand called OVS. Analyzing its key successful aspects of proper brand positioning, marketing strategy, IoT in their customer services, outsourcing of SCM, and a future strategy for a possible spread out the OVS products together with its technology and skills in the Korean fast fashion market. Finally, the social recognition was suggested as the essential strategy for OVS when they expand their business in Korean market at the end of the paper.
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Corporate Social Responsibility of Apparel Industry: A Case Study of OVS
홍의,Sabrina Gadolini 한국경영컨설팅학회 2019 경영컨설팅연구 Vol.19 No.3
Sustainable fashion is the new alternative to the fast fashion, The purpose of this paper is to investigate the sustainable operations at an Italian fast fashion brand, OVS and also prove how the fashion industry is related to its CSR. OVS has been improving its value successfully by conducting profound CSR activities in their securing eco-materials, monitoring sustainable manufacturing, reducing carbon emission in distribution, and building social development program. These sustainable operations were also attested empirically. The linear regression analyses were conducted to examinate the relationships between the number of suppliers in each country and their corresponding sustainable society index (SSI) as well as the number of OVS’ store in each country and their SSI. The results showed that human well-being ranking among three sectors of SSI is the only index directly related to the number of suppliers and the number of stores worldwide. To sum up the results, OVS has more stores in the countries which records a higher level of human well-being, while they have less suppliers in the countries which were ranked in higher places in terms of their human wellbeing.
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Eligible Marketing Strategies of Low-price Italian Brand : A Case Study of D.A.T.E. Sneakers
홍의,Sabrina Gadolini 한국경영컨설팅학회 2018 경영컨설팅연구 Vol.18 No.1
Sneakers have became a symbol of daily life. To prevent from creating an ephemeral and blurred image of sporting industry, the sneakers manufacturing companies have created an emotional aura around their brands and surround their items with exclusivity with personality traits: sneakers became a cult object that implies its own philosophy of life. The triumph of the sneakers in the market was preceded by adopting very sophisticated marketing techniques. This research was initiated from a fundamental inquisition: "Why do Korean customers are willing to pay 300$~400$ to purchase a pair of expensive imported sneakers, while low-end imported brands or domestic brands are still available?“ In order to find out the answer, literature research has been conducted on brand awareness, brand loyalty and brand switcher. For projecting the concepts regarding brand to the current business world, a case study of an Italian sneakers brand, D.A.T.E. was introduced. Through a insightful exploration about its features, we examined how this brand will be able to put their products on Korean sneakers market. D.A.T.E sneakers reaches their customers through unique marketing approaches including SNS marketing to promote their products rather than using mass media such as TV commercials or OOH advertisement. It was also found that customers are more appealed from the indirect and emotional approaches, for example, blending fashion with cultural events like music concerts, vernissages or festivals. In addition, D.A.T.E used minorism that is popular among recent young consumers very strategically and successfully. D.A.T.E. will be able to appeal to Korean customers if it uses the youthful features of the brand, and provides the supreme design and quality of typical Italian manufactures at reasonable prices.
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Corporate Social Responsibility of Apparel Industry : A Case Study of OVS
Hong, Eui,Gadolini, Sabrina 한국경영컨설팅학회 2019 경영컨설팅연구 Vol.19 No.3
Sustainable fashion is the new alternative to the fast fashion, The purpose of this paper is to investigate the sustainable operations at an Italian fast fashion brand, OVS and also prove how the fashion industry is related to its CSR. OVS has been improving its value successfully by conducting profound CSR activities in their securing eco-materials, monitoring sustainable manufacturing, reducing carbon emission in distribution, and building social development program. These sustainable operations were also attested empirically. The linear regression analyses were conducted to examinate the relationships between the number of suppliers in each country and their corresponding sustainable society index (SSI) as well as the number of OVS’ store in each country and their SSI. The results showed that human well-being ranking among three sectors of SSI is the only index directly related to the number of suppliers and the number of stores worldwide. To sum up the results, OVS has more stores in the countries which records a higher level of human well-being, while they have less suppliers in the countries which were ranked in higher places in terms of their human wellbeing.
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