Earticle

초록

영어

Demand forecasting in the fashion industry is crucial for operational success, yet remains challenging due to the industry's reliance on trends and consumer emotions. This paper addresses this complexity by examining the interplay of sensory and cognitive elements— specifically, product images and brand characteristics—in influencing customer responses and actual sales in online fashion malls. Unlike conventional approaches focusing solely on image vectors for demand prediction, this study emphasizes the intermediary role of brand-related characteristics. Through empirical analysis, we demonstrate that the similarity of a product to its brand significantly impacts product views, which subsequently correlate with sales. Our findings underscore the nuanced relationship between brand perception and consumer behavior, providing insights for enhancing demand forecasting models in the apparel sector. By elucidating these dynamics, this research contributes to a deeper understanding of how brand- image associations influence purchasing decisions in the online fashion market, thereby informing strategic marketing and inventory management practices.

목차

Abstract
Introduction
Literature Review
Apparel Market
Brand Consistency
Self Congrugence
Demand Forecasting
Hypothesis Development
Data
Main Study
Result
Contributions and Implications
Acknowledgments
References

저자

• 김진우 [ 한국과학기술원 경영대학 ]
• 박성혁 [ 한국과학기술원 경영대학 ]

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