Skip to main content
SpringerLink
Log in
Book cover

International Conference on Human-Computer Interaction

HCII 2020: Social Computing and Social Media. Participation, User Experience, Consumer Experience, and Applications of Social Computing pp 325–335Cite as

A Study on the Similarity of Fashion Brands Using Consumer Relationship and Consumer Sense

  • Conference paper
  • First Online:

  • 6939 Accesses

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12195))

Abstract

In recent years, in the apparel industry, the EC market and SNSs have been expanding. Then it is needed a marketing strategy considering the needs of customers. In this study, we aim to identify fashion brands related to similar brands and customer growth (named “key brands”) which promote brand transition using a questionnaire data targeting about 30,000 monitors. Specifically, we used questions about consumption values and favorite fashion brands. We conducted the factor analysis using the question items to obtain potential factors of consumption values. Next, we classify monitors based on the result of factor analysis. Then, we aggregate question about favorite fashion brands and reveal key brands at each age and cluster. Finally, we compare to similar brands from questionnaire data with similar brands from tweet data from Twitter.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

References

  1. Nomura Research Institute: Changes in Japanese Consumption Values and Consumption Behavior in 10,000 Consumer Questionnaire Surveys (8th Survey) (2017)

    Google Scholar 

  2. Yamashita, T., Sato, H., Koyama, S., Kurihara, M.: Community extraction from Twitter based on following relations. Inf. Process. Soc. Jpn. 75, 107–108 (2013)

    Google Scholar 

  3. Ministry of Internal Affairs and Communications: Survey report on information communication media usage time and information behavior (2018)

    Google Scholar 

  4. Kanemitsu, J.: Structure of high fashion brands: examination of a three-partite network model of brands linking consumers with life values/personas. Kyoto Manag. Rev. 20, 93–109 (2012)

    Google Scholar 

  5. MacQueen, J.: Some methods for classification and analysis of multivariate observations. In: Proceedings of the Fifth Berkeley Symposium on Mathematical Statistics and Probability, vol. 1, pp. 281–297. University of California Press (1967)

    Google Scholar 

Download references

Acknowledgement

We would like to thank the questionnaire survey companies who provided the data for this research. This work was supported by JSPS KAKENHI Grant Number 19K01945 and 17K13809.

Author information

Authors and Affiliations

  1. Graduate School of Science and Engineering, Chuo University, 1-13-27 Kasuga, Bunkyo-ku, Tokyo, 112-8551, Japan

    Yuzuki Kitajima

  2. School of Information and Telecommunication Engineering, Tokai University, 2-3-23 Takanawa, Minato-ku, Tokyo, 108-8619, Japan

    Kohei Otake

  3. Faculty of Science and Engineering, Chuo University, 1-13-27 Kasuga, Bunkyo-ku, Tokyo, 112-8551, Japan

    Takashi Namatame

Authors
  1. Yuzuki Kitajima
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Kohei Otake
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Takashi Namatame
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Yuzuki Kitajima .

Editor information

Editors and Affiliations

  1. Towson University, Towson, MD, USA

    Gabriele Meiselwitz

Rights and permissions

Reprints and permissions

Copyright information

© 2020 Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Kitajima, Y., Otake, K., Namatame, T. (2020). A Study on the Similarity of Fashion Brands Using Consumer Relationship and Consumer Sense. In: Meiselwitz, G. (eds) Social Computing and Social Media. Participation, User Experience, Consumer Experience, and Applications of Social Computing. HCII 2020. Lecture Notes in Computer Science(), vol 12195. Springer, Cham. https://doi.org/10.1007/978-3-030-49576-3_24

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-49576-3_24

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-49575-6

  • Online ISBN: 978-3-030-49576-3

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation