패션기업의 SNS (Social Network Service) 활용 현황에 대한 사례연구 -Twitter를 중심으로-

The purpose of this study was to examine how recently fashion corporate did use SNS applications for their product promotion strategies as case studies, and to provide what kinds of SNS marketing strategies would be developed for fashion corporate. Specifically, this study was focused on Twitter among SNS applications. For this study, Internet webs, news paper, articles, and other press work were used for resources. Five fashion corporate such as Buckaroo, MLB, North Faces, Kolon, and ABC Mart were analyzed. As the results, first, fashion corporate used Twitter as the marketing tool for their product promotion. Second, they tried to make an increase the numbers of Twitter follower from their customers. Third, Twitter was used for making higher customer loyalty by fashion corporate through a variety of program such as special events, game, music, or viral marketing. However, there were still some limitations on fashion corporate`s Twitter usage, compared to other non-fashion corporate. Thus, fashion corporate needs to provide more creative and unique Twitter marketing strategies. Therefore, based on these results, fashion brand merchandising marketing strategies of fashion products would be provided from this study.