Àíäðååâà_4.p65

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1 (01 16) ｨｪ ｨ : ｨｰｨ ｨｰｨｹ ｨｨｨｪ07ｨｰｨ ｨｰｨｺｨ ｨｬｨｮ05ｨｨ080609ｨ ｨｰｨｹ 0609ｨｪ ｨｺ06ｨｪ ｨｨｨｨ ｨｰ ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨｪ ｨ ｨｨ04ｨｪ ｨ 0909ｨｬｨ ｨｰ08ｨｨ09ｨ 02ｨｰ ｨ 0502ｨｬｨ 01ｨｨ ｨｨ00ｨｨｨｺｨ 02ｨｨｨｨ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ010609, ｨｺ05ｨ 0909ｨｨ00ｨｨ02ｨｨ08ｨｮ06ｨｰ ｨｪ0609ｨｪ ｨｺ ｨｬｨｨ080609ｨ ｨｪｨｨ06 ｨｨ ｨｮ0708ｨ ｨｪｨｨ06 ｨｬｨ 0806 ﾂｨｪ04ｨｬ ｨｰ ｨｬ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨｪ06 ｨ 09ｨｰ060809ｨｺ ｨｪｨｨ02 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺ ｨ 0802ｨｪ01ｨ ｨｪ ｨ ｨｨ04ｨｪ ｨｪ ｨ ｨｨ04ｨｪ0209 1, ｨｹ 0601ｨｪ06ｨｦ ｨｨ04 ｨｪｨ ｨｨｨ ｨｨｨｪｨ ｨｬｨｨ ﾂｨｪ06 08ｨ 0409ｨｨ09ｨ 06ｨｴｨｨ ｨｬｨｨ ｨｨｨｪ01ｨｮ09ｨｰ08ｨｨｨｦ, 09 09ｨｨ05ｨｮ ｨｦ ｨｨ00ｨｨｨｺｨｨ, ｨｺ ｨｺ06ｨｰ060806ｨｦ ｨｮ06 06 ﾂ ｨｹ 06ｨｰｨｪ0609ｨｨｨｰ ｨｪｨｪ0609ｨｰｨｹ (060902ｨｪｨｹ/04ｨｨｨｬｨ, ｨｪｨ /0502ｨｰ06), ｨ ｨｰ0608ｨｮ06 ｪ ｨｰ0607ｨｪｨｪ ｨｪｨｨｨｬｨ ｨｪｨｨ02 ｨｺ 00ｨｮｨｪｨｺ02ｨｨ06ｨｪｨ 05ｨｹｨｪ04ｨｬ, 0509ｨｰ02ｨｰｨｨ ﾂ0209ｨｺｨｨｨｬ ｨｨ ｨｨｨ 05ｨｹｨｪ04ｨｬ ｨｪｨｮ0301ｨ ｨｬ ｨｨ ｨ ｨｪｨｨ07ｨｬ 0706ｨｰ0802ｨ ｨｨｨｰ020502ｨｦ, ｨｰ0607ｨｪｨｪｨ 07 ｨｨ0008ｨ ｨｪｨ ｨｪｨｨ ｨｰ0802ｨ ｨｨｨｰ0205ｨｹ09ｨｺｨｨ01 09ｨｺｨｮ ｨｨ 0708ｨｨ09ｨｰ08ｨ 09ｨｰｨｨｨｦ, ｨ ｨ 06ｨｰｨ 05 ｨｮｨｪｨｨｨｺｨ 05ｨｹｨｪｨｮ06 09ｨｨ09ｨｰ02ｨｬｨｮ 01ｨｨ ｨｨ00ｨｨｨｺｨ 02ｨｨｨｨ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨｨ ｨｬ04 ｨｮ0708ｨ ｨｪｨｨ07 ｨｬｨ 0806 ﾂｨｪ04ｨｬｨｨ ｨｰ ｨｬｨｨ ｨ ｨ 05ｨｹｨｪ ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ02 ｨ 0802ｨｪ ｨｪ ｨ ｨｨ04ｨｪ ｨｰｨ 09ｨｨｨｬ ｨｰ06ｨｨｨｬ0609ｨｰｨｨ ｨｮｨｴｨｨｨｬｨｨ 0706ｨｰ0802ｨ ｨｨｨｰ0205ｨｹ09ｨｺｨｨｨｬｨｨ ｨｨ ｨｬ ｨｪｨｪ04ｨｬｨｨ ｨ 0802ｨｪ01ｨ ｨｬｨｨ. 0308ｨｨ 05ｨｰ06ｨｬ ｨｬ02ｨｰ0601ｨｨｨｺｨｨ ｨｨ ｨｬ ｨｨ ｨｮ0708ｨ ｨｪｨｨ ｨｪｨｨｨｬｨｨ ｨｰ ｨｬ02ｨｰ06ｨｬ 0708ｨｨ09ｨｰｨ 05ｨｹｨｪ ｨｪｨ ｨｮ ﾂｨｪ ｨｨ 0708ｨ ｨｺｨｰｨｨ ﾂ0209ｨｺ ｨｨ04ｨｮ ﾂ02ｨｪｨｨ ｨｬ02ｨｪｨｪ06ｨｦ 06ｨｰ02 ﾂ0209ｨｰ0902ｨｪｨｪ06ｨｦ ｨｦ 03ｨｮ08ｨｪｨ 05ｨｨ09ｨｰｨｨｨｺ02 04ｨ ﾂｨ 09ｨｰｨｮ06 09ｨｬ0203ｨｨ09ｨ 06ｨｰ ｨｪ07ｨｰｨｨ ｨｪ ｨ ｨｨ04ｨｪ ｨｨ 00ｨｬ ｨｹｨｪ04ｨｦ ｨ ｨｨ04ｨｪ020903, ﾂｨｰ ｨ ｨｪ06, ｨｦ ｨｰｨｪ0609ｨｰｨｨ, ｨｪｨｨ02ｨｬ ｨｪ060906ｨｦ ｨｨｨｨ ｨｨ06ｨｪｨ 05ｨｹｨｪ06ｨｦ 0008ｨｮ ｨｬ ｨｦ03 ｪ ｨｬｨ ｨｪ02ｨｺ02ｨｪｨｴｨｨ02, 0102ｨｬ06ｨｪ09ｨｰ08ｨｨ08ｨｮ06ｨｴｨｨ ｨｮ ｨｨ ｨ ｨｺ ｨｮｨ 0804 ｨｨ ｨｴｨｨ ｨｨ09ｨｪ06ｨｦ ｨｨ06ｨｪｨ 05ｨｹｨｪ06ｨｦ 0008ｨｮ070706ｨｦ ｨｪ ｨ ｨｨ04ｨｪ0209ｨ ｨｬ. 0306ｨｪ07ｨｰｨｨ ｨｪ ｨ ｨｨ04ｨｪ ｨｬ.: [08ｨｪ ｨ, 2002, ｨC111] ｨｰ0902ｨｰ09ｨｰ09ｨｨｨｨ ｨｬｨｨ08ｨｮ06ｨｴ02ｨｦ ｨｨｨｪ0009ｨｨ09ｨｰｨｨ ﾂ0209ｨｺ06ｨｦ ｨｰ08ｨ 01ｨｨ02ｨｨ02ｨｦ ｨｬ02ｨｪｨｪ06ｨｬ 08ｨｮ0909ｨｺ06ｨｬ ｨｺ02 09ｨｮｨｴ0209ｨｰ09ｨｮ06ｨｰ ｨｬ04 ｨｰ08ｨ ｨｪ0905ｨｨｨｰ0208ｨ 02ｨｨｨｨ ｨ ｨｪ ﾂｨｪ ｨｰ0208ｨｬｨｨｨｪｨ 00Brand03: ｨ 0805ｨｪ01 ｨｨ ｨ 0802ｨｪ ｨｰ ｨｨ ｨｨ09ｨ 02ｨｰ ｨｪ02ｨｦ ｨｨ04 09ｨｮｨｴ0209ｨｰ09ｨｮ06ｨｴｨｨ ｨｬ ｨｪ ｨ,

2 ｨｪｨｨ ｨｰ0802ｨ ｨｨｨｰ0205ｨｹ09ｨｺｨｨ01 ｨ 0802ｨｪ01ｨｨ080609ｨ ｨｪｨｪ ｨｮｨｺｨｰ ｨｬ ｨｪｨｪ ｨｨ ｨｰ09ｨ ｨ 01 ｨｪｨ 02ｨｨ06ｨｪｨ 05ｨｹｨｪ ｨ 00ｨｨ ﾂ0209ｨｺｨｨ ｨｪｨｺ0609 ｨｨ09ｨｰ0608ｨｨｨｺｨｨ ｨ ｨｨ04ｨｪ0209ｨ 06ｨｰｨｪ060907ｨｰ ｨｺ [Low, Fullerton, 1994, p. 175]. 0308ｨｨｨ 05ｨｨ04ｨｨｨｰ0205ｨｹｨｪ ｨｰ ｨｬ ｨｰ ｨｦ ｨ 0802ｨｪ01ｨｨ080609ｨ ｨｪｨｪ04ｨｦ ｨｮｨｺｨｰ ｨｪ ｨ ｨｨ04ｨｪ020902, ｨ ｨｪｨｪ04ｨｦ ｨ ｨｪ0005ｨｨｨｦ09ｨｺｨｨｨｬ ｨｰｨｪ04ｨｬ ﾁ ｨｰ06ｨｬ (Charles Frederick Worth) (1825ｨC1895), 0609ｨｪ0609ｨ ｨｰ020502ｨｬ 0008ｨ ｨｪ02ｨｮ0409ｨｺ ｨｰ ｨｺｨｮｨｰ0608, 01ｨ 0903ｨｨｨｬ 09 ｨｺｨ ﾂ0209ｨｰ0902 ｨｬｨ 0806 ﾂｨｪ ｨｪｨ 0409ｨ ｨｪｨｨ07 (brand name) 0906ｨ 09ｨｰ0902ｨｪｨｪ0602 ｨｨｨｬ ｨｨ00ｨｨｨｪｨ 05ｨｹｨｪ04ｨｬ ｨ 09ｨｰ060809ｨｺｨｨｨｬ 0705ｨ ｨｰｨｹ07ｨｬ. 0201ｨｪｨ ｨｺ ｨｨ05ｨｮ ｨｪｨｪ ｨｨｨ 05ｨｹｨｪ06-05ｨｺ06ｨｪ06ｨｬｨｨ ﾂ0209ｨｺｨｨ ｨｨ ﾂｨｨｨｪ, ｨｺ ｨｺ06ｨｰ060804ｨｬ ｨｮ06 06 ﾂ ｨｹ 06ｨｰｨｪ060907ｨｰ ｨｮｨｴ0209ｨｰ090609ｨ ｨｪｨｨ02 ｨｰ08ｨ 01ｨｨ02ｨｨｨｨ 04ｨ ｨｺ0804ｨｰ ｨｨ 0902ｨｬ02ｨｦｨｪ ｨ ｨｨ04ｨｪ0209ｨ ｨｨ ｨｰ0902 ｨｨ ｨｬｨ 08ｨｺ02ｨｰｨｨｨｪ ｨｪ ｨｮｨｺｨｰ0609, 08ｨ 0409ｨｨｨｰｨｨ02 ｨｨ ｨｮ0708ｨ ｨｪｨｨ02 ｨ 0802ｨｪ01ｨ ｨｬｨｨ ｨｪ ｨ ｨｨ04ｨｪ ｨｪ ｨｨ09ｨｹ ｨｬ02ｨｰｨ ｨｬｨｨ ｨｪｨ ｨｮ ﾂｨｪ ｨｨ04ｨｮ ﾂ02ｨｪｨｨ07, ｨｨ 09 05ｨｰ06ｨｦ 06ｨ 05ｨ 09ｨｰｨｨ 0708ｨ ｨｺｨｰｨｨｨｺｨ ｨｰ08ｨ 01ｨｨ02ｨｨ06ｨｪｨｪ ｨ 02ｨｰ ｨｰ020608ｨｨ06. 05ｨ 01ｨ ﾂｨ ｨｨ04ｨｮ ﾂ02ｨｪｨｨ07 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨｪ ｨ ｨｨ04ｨｪ ｨｰ0907 ｨ ｨｺｨｰｨｮｨ 05ｨｹｨｪ06ｨｦ ｨｺｨ ｨｺ ｨｨｨｦ09ｨｺｨｨ01 ｨｬｨ 08ｨｺ02ｨｰ , ｨｰｨ ｨｺ ｨｨ 09 06ｨ ｨｴ02ｨｬｨｨ ｨｬ ｨｬｨ 0903ｨｰｨ ｨ , ｨ ｨ 05ｨｹｨｪ06ｨｬ ｨｬｨ 0903ｨｰｨ ｨ ｨｨ ｨｨｨｰ ｨｬ06ｨｪ ｨｨ04ｨ 02ｨｨ ｨｪｨｺｨ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨｪ ｨ ｨｨ04ｨｪ ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨｨｦ ｨ 0802ｨｪ01 09ｨｰｨ 05 ｨｨｨｪ090209ｨｰｨｨ02ｨｨ06ｨｪｨｪ ｨｨ090502ｨｺｨ ｨｰ0205ｨｹｨｪ04ｨｬ 06ｨ ｨｲ02ｨｺｨｰ06ｨｬ, ｨｰｨ ｨｺ 0302 ｨｺｨ ｨｺ ｨｨ 06ｨ ｨｲ02ｨｺｨｰ06ｨｬ ｨｺｨｮ0705ｨｨ ｨ 03ｨｨ. 06ｨｰｨ ｨｰ02ｨｪ0102ｨｪ02ｨｨ07 ｨｺ ｨｺ06ｨｪ0202ｨｪｨｰ08ｨ 02ｨｨｨｨ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨ ｨｬｨｺｨ ｨｪ06ｨｦ ｨｮ0708ｨ ｨｴ02ｨｦ ｨｺ06ｨｬ07ｨ ｨｪｨｨｨｨ ｨｮ ﾂｨｨ05ｨ 01ｨ ｨｨｨ 05ｨｹｨｪ0602 ｨｪｨ 0409ｨ ｨｪｨｨ ｨｬ0609 ｨ 0802ｨｪ (House of Brands). 06ｨ ｨｺ, 09 ｨｬｨ 0806 ﾂｨｪ06ｨｬ ｨｪ ｨｰ ｨｮ LVMH (Moet Hennessy. Louis Vuitton) ｨｺ ｨ 08ｨ ｨｪ ｨｮ06ｨｴｨｨ02 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ02 ｨ 0802ｨｪ0104: Louis Vuitton, Givenchy, Christian Lacroix, Celine, Loewe, Berluti, Stefanobi, Kenzo, Mark Jacobs, Fendi, Emilio Pucci, Thomas Pink, Donna Karan, ｨ ﾂｨｨ09ｨｰ ｨ 03ｨｨ ｨｪ 01ｨｨ09ｨｨ04ｨｨ06ｨｪｨ LVMH ｨｰｨｨ0005ｨｨ 3612 ｨｬ05ｨｪ [LVMH Annual Report, 2001, p. 45]. 00 ｨｬｨ 0806 ﾂｨｪ04ｨｦ ｨｪ ｨｰ000205ｨｹ Gucci Group ｪ 0108ｨｮ ｨｺ08ｨｮ07ｨｪ02ｨｦ ｨｨ000806ｨｺｨ ｨｪｨ ｨｬｨｨ ｨｬ ｨｪ 0804ｨｪｨｺ02 ｪ ｨｰ ｨｰｨ ｨｺｨｨ02 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ02 ｨ 0802ｨｪ0104, ｨｺｨ ｨｺ Gucci, Yves Saint Laurent, Sergio Rossi, Bottega Veneta, Alexander McQuinn, Stella McCartney, Balenciaga, ﾂｨｨ09ｨｰ ｨ 03ｨｨ 0008ｨｮ ｨｰｨ 09ｨｨ05ｨｨ 2285 ｨｬ05ｨｪ [Gucci Group, 2001, p. 5] ｨｰ , ｨｨｨｦ09ｨｺｨｨｨｦ ｨｪ 0804ｨｪ06ｨｺ ｨｰ0907 ｨｺ08ｨ ｨｦｨｪ ｨｨ090502ｨｺｨ ｨｰ0205ｨｹｨｪ04ｨｬ ｨｨｨｪ0609ｨｰ08ｨ ｨｪｨｪ0401 ｨｨ000806ｨｺ ｨｺ ｨｰｨｪ04ｨｬ ｨｪｨｺｨ ｨｬ, 06ｨ ｨｰ ｨｰ0605ｨｹｨｺ06 ｨｬ0609ｨｺ060909ｨｺ ｨｪｨｺｨ ｨｺ05ｨ 0909ｨ 0506ｨｺ ｨｰｨ 09ｨｨ05 1ｨC1,5 ｨｬ [05ｨｰ , 2002, ]. 0102ｨｪ0208ｨ 05ｨｹｨｪ04ｨｦ 01ｨｨ0802ｨｺｨｰ0608 Gucci Group ｨｨｨｪｨｰ020809ｨｹ06 00ｨ 0402ｨｰ ｨｬ0609ｨｰｨｨ ｨｮ 06ｨｰｨｺ0804ｨｰｨｨ07 ｨｪ ｨ ｨｮｨｰｨｨｨｺｨ Gucci ｨｺ ｨ ｨｬ02ｨｰｨｨ05, ﾂｨｰ ｨ ｨｲ02ｨｬｨｮ ｨ 03 09ｨｰｨ 0804ｨｦ ｨｬ0609ｨｺ060909ｨｺｨｨｨｦ ｨ ｨｮｨｰｨｨｨｺ ｨｪｨ ｨｨｨｰ0907 ｨｪｨ 09ｨｰ060806ｨｬ ｨｬ0209ｨｰ ｨｪｨｹ06-ｨｦ0608ｨｺ09ｨｺ [01ｨｮｨ 09ｨｺｨｨｨｦ, 2001, ]. 0105ｨ 09ｨ ｨｬ020301ｨｮｨｪｨ ｨｪ ｨ ｨｪｨｨ07 ｨｨｨｰｨ 05ｨｹ07ｨｪ09ｨｺ06ｨｦ ｨｺ06ｨｪ09ｨ 05ｨｰｨｨｨｪ ｨｦ ｨｺ06ｨｬ07ｨ ｨｪｨｨｨｨ Ambrosetti ｨ ｨｰｨ 09 ｨｨｨｪｨｰ020809ｨｹ06 03ｨｮ08ｨｪｨ 05ｨｮ 0006ｨｺ ｨｰ03 ｨｪｨ ｨｰ06ｨｬ, ﾂ02ｨｬ ｨｨｨｪｨｰ ｨｪ ｨｨｨｦ09ｨｺｨｨｨｦ ｨｪ 0804ｨｪ06ｨｺ ｨｨｨｪ0609ｨｰ08ｨ ｨｪｨｪ04ｨｬ ｨｨ000806ｨｺｨ ｨｬ, 06ｨｰ0902ｨｰｨｨ05: 0004ｨ 04ｨｬ020806ｨｬ ｨ ｨｪｨ ｨｺ09ｨ ｨｺｨ ｨｺ ｨｹ00ｨｨ0703 [05ｨｰ08ｨ 09ｨｰｨｹ ｨｺ , 2002, ]. 29

3 1300-ｨｰ0802ｨｰｨｹｨｨ01, ｨｪｨ ｨｨｨｦ09ｨｺ06ｨｬ ｨｪ 0804ｨｪｨｺ02, ｨｪ0209ｨｬ06ｨｰ0807 ｨｪｨ ｨｰｨ ｨｰ06 ﾂｨｪ ｨｪ ｨｪｨｨ ｨｪ ｨｨｨｪ01ｨｮ09ｨｰ08ｨｨｨｨ ｨｨ ｨｬ ｨｪｨｪ ｨｨ ｨｰ09ｨ , ｨ ｨｪｨｪ ｨｮ09ｨｰｨ ｨ ｨｪｨｨ02ｨｬ ｨｨ ｨｰ0902ｨｪｨｪ ｨｮ ｨｨ ｨ ｨｪｨｨ ﾂ02ｨｪｨｪ04ｨｬｨｨ ｨｨｨｪ090209ｨｰｨｨ02ｨｨ06ｨｪｨｪ04ｨｬｨｨ ｨｬ0603ｨｪ0609ｨｰ07ｨｬｨｨ, ｨ ｨｺｨｰｨｨ09ｨｪ06 08ｨ 0409ｨｨ09ｨ 06ｨｰ ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ02 ｨ 0802ｨｪ0104, ｨｨｨｬ0206ｨｴｨｨ02 ｨｬ06ｨｴｨｪ04ｨｦ ｨｺ0802ｨ ｨｰｨｨ09ｨｪ04ｨｦ 0706ｨｰ02ｨｪ02ｨｨｨ 05, 0906ｨ 09ｨｰ0902ｨｪｨｪ ｨｹｨｪ ｨｺｨｮ07ｨ ｨｰ ｨｨ ｨ ｨｬｨ ｨｨ02ｨｨｨｨ 0904ｨｦｨｰｨｨ ｨｪｨ ｨｬｨｨ080609ｨｮ ｨｪ ｨ 0802ｨｪｨｮ ｨｨ05ｨｨ ｨｺｨ ｨｺ ｨｬｨｨｨｪｨｨｨｬｨｮｨｬ 09ｨｰｨ ｨｰｨｹ 06ｨ ｨｲ02ｨｺｨｰ06ｨｬ ｨｺｨｮ0705ｨｨ ｨ 03ｨｨ ｨｬｨｨ ｨｪ ｨｺ06ｨｪ000506ｨｬ0208ｨ ｨｰ ｨｪｨ 09ｨｰ0607ｨｴ02ｨｦ 09ｨｰｨ ｨｰｨｹ ｨｨｨｪ07ｨｰｨ ｨｰｨｺｨ ｨｬｨｮ05ｨｨ080609ｨ ｨｰｨｹ ｨ 0502ｨｬｨｮ ｨｬｨ 0806 ﾂｨｪ ｨｰ ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨｪ ｨ ｨｨ04ｨｪ ｨ 07 ﾂｨ 09ｨｰｨｹ 09ｨｰｨ ｨｰｨｹｨｨ ｨ 00ｨ 02ｨｰ 06ｨ ｨｬ02ｨｪｨｪ06ｨｦ ｨｪｨ ｨｮ ﾂｨｪ06ｨｦ 05ｨｨｨｰ0208ｨ ｨｰｨｮ ｨ 0502ｨｬｨ ｨｰｨｨｨｺ02 09ｨｰｨ ｨｰｨｹｨｨ ｨｰ060806ｨｦ ﾂｨ 09ｨｰｨｨ 0708ｨｨ ｨｰ0907 ｨ 09ｨｰ060809ｨｺ ｨｪｨｨ02 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺ ｨ 0802ｨｪ01ｨ ｨｪ ｨ ｨｨ04ｨｪ020902, ｨ 02ｨｪｨｪ0609ｨｰｨｨ ｨｨ ｨｨ00ｨｨｨｺｨ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨｰ0802ｨｰｨｹ02ｨｦ ﾂｨ 09ｨｰｨｨ 09ｨｰｨ ｨｰｨｹｨｨ ｨｨｨｰ ｨｪ07ｨｰｨｨ02 ｨｬｨ 0806 ﾂｨｪ ｨｰ ｨｨ04ｨ ｨｦｨｪ020809ｨｺ ｨ 0802ｨｪ01ｨ, ｨ ｨｺ0202ｨｪｨｰｨｨ08ｨｮ07 09ｨｪｨｨｨｬｨ ｨｪｨｨ02 ｨｪｨ ｨ ｨ ｨｬｨ 08ｨｺ02ｨｰｨｨｨｪ ｨｬ02ｨｪｨｪ0401, 01ｨ 08ｨ ｨｺｨｰ0208ｨｪ ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨｬ. 02ｨ ｨｨｨｰ0208ｨ ｨｰｨｮ ｨ 0909ｨｬｨ ｨｰ08ｨｨ09ｨ ｨ ｨｪ06 08ｨ 04ｨｪ0402 ｨｪｨ ｨｮ ﾂｨｪ ｨｺ ｨｨ ｨｪｨ 0708ｨ ｨｪｨｨ ｨｬ02ｨｪｨｪ0401 ｨｨ ｨ ｨｪｨｨｨｦ 09 06ｨ 05ｨ 09ｨｰｨｨ ｨ 0802ｨｪ01ｨｨｨｪ00ｨ, 06ｨｰｨｬ02 ﾂｨｮ, ﾂｨｰ ｨｬ 06ｨ ｨｴ ｨｰ0607ｨｪｨｨ02 ｨｪｨ ｨｮ ﾂｨｪ06ｨｦ ｨｬ040905ｨｨ ｨｪｨ ｨｨｨｰ0907 ｨｪｨ 05ｨｰｨ ｨｰｨｨ [Laforet, Saunders, 1994, p. 65]. 0209ｨｪ0609ｨｪ06ｨｦ ｨｰ0204ｨｨ09 06 ｨｰ06ｨｬ, ﾂｨｰ06 09ｨｮｨｴ0209ｨｰ090609ｨ ｨｪｨｨ02 ｨ 0802ｨｪ01ｨ ｨｮｨｬ02ｨｪｨｹ03ｨ 02ｨｰ 08ｨｨ09ｨｺ 0706ｨｰ0802ｨ ｨｨｨｰ ｨｨ 0706ｨｺｨｮ07ｨｺ ｨｮｨｺｨｰｨ, ｨｪ020601ｨｪ06ｨｺ08ｨ ｨｰｨｪ ｨｰ ｨｪ ｨｨ ｨ ｨｪｨｨ07ｨｬｨｨ ｨｨ ｨｪ ｨ 02ｨｰ ｨｮ ｨｬｨ 08ｨｺ02ｨｰ [Cox, 1967; Roselius, 1971; Wernerfelt, 1988] ｨｰ06ｨｬ ｨｺ06ｨｪｨｺｨｮ0802ｨｪｨｰｨｪ06ｨｦ ｨ ｨｺｨｰｨｨ09ｨｪ0609ｨｰｨｨ 0708ｨ ｨｺｨｰｨｨｨｺｨｮ06ｨｴｨｨ02 ｨｬｨ 08ｨｺ02ｨｰ ｨｨ ｨｪｨ ﾂｨ 05ｨｨ ｨｨ09ｨｺｨ ｨｰｨｹ ｨｪ ｨ 04 ｨｮ090205ｨｨ ﾂ02ｨｪｨｨ ｨｨ 0804ｨｪｨｺｨ ｨｨ01 ｨ 0802ｨｪ010609, 09ｨｪｨｨ0302ｨｪｨｨ07 04ｨ ｨｰ08ｨ ｨｰ, ｨ ｨｪｨｪ ｨｬ ｨｪ ｨｮｨｺｨｰｨ ｨｪｨ 0804ｨｪ06ｨｺ ｨｨ ｨｨ ｨｹ040609ｨ ｨｪｨｨ02ｨｬ ｨｮ ｨｮｨｴ0209ｨｰ09ｨｮ06ｨｴｨｨ01 ｨｬｨ 0806 ﾂｨｪ0401 ｨｪｨ 0409ｨ ｨｪｨｨｨｦ. 06ｨ ｨｺ ｨｪｨｨｨｺ05ｨ 09ｨｰ08ｨ ｨｰ0200ｨｨ07 08ｨ 09ｨｰ070302ｨｪｨｨ07 ｨ 0802ｨｪ (brand extension strategy), ｨｺ060001ｨ 09ｨｮｨｴ0209ｨｰ09ｨｮ06ｨｴ0202 ｨｬｨ 0806 ﾂｨｪ0602 ｨｪｨ 0409ｨ ｨｪｨｨ02 ｨｨ05ｨｨ ｨｪ0609ｨｪ ｨｰｨ ｨｴｨｨ ｨｨ0909ｨ ｨｨ09ｨ 06ｨｰ0907 ｨｪ060904ｨｬ ｨｮｨｺｨｰｨ ｨｬ, ｨｴｨｨｨｬ 09 ｨｪ ｨｰ0609ｨ 08ｨｪ0402 ｨｺｨ ｨｰ ｨｨｨｨ ｨｨ05ｨｨ ｨｰ0609ｨ 08ｨｪ0402 ｨｪｨｨ03ｨｨ. 0308ｨ ｨｺｨｰｨｨｨｺｨ ｨ 0802ｨｪ01ｨｨｨｪ00ｨ ｨｨ 09ｨｺ0506ｨｪｨｪ0609ｨｰｨｹ ｨ 0802ｨｪ01ｨｬ02ｨｪ ｨｺ 08ｨ 09ｨｰ070302ｨｪｨｨ06 ｨ 0802ｨｪ ｨｨ090205ｨｨ ｨｺ ｨｪｨｨ ｨｹ0204ｨｪ0401 ｨ ｨｺｨ 0102ｨｬｨｨ ﾂ0209ｨｺｨｨ01 ｨｨ ｨ ｨｪｨｨｨｦ 09 06ｨ 05ｨ 09ｨｰｨｨ 09ｨｰ08ｨ ｨｰ0200ｨｨｨｨ 08ｨ 09ｨｰ070302ｨｪｨｨ07 ｨ 0802ｨｪ ｨｨ , ｨｮ ﾂｨ 02ｨｬ ｨｰ 0708ｨｨｨｬ02ｨｪ02ｨｪｨｨ ｨ ｨｪ ｨｰ08ｨ ｨｰ0200ｨｨｨｦ, ｨｺｨｮ01ｨ 06ｨ 04 ﾂｨｪ06 09ｨｺ0506 ﾂｨ 06ｨｰ ｨｨｨｪｨｨｨｬｨ 02ｨｬ ｨｰ0802ｨ ｨｨｨｰ020507ｨｬｨｨ ｨ 0802ｨｪ01ｨ (brand benefits), ｨｮ090205ｨｨ- ﾂ02ｨｪｨｨ ｨｨ 0804ｨｪｨｺｨ ｨｨ 0802ｨｺ05ｨ ｨｬｨｪｨ ｨｺｨｰｨｨ09ｨｪ0609ｨｰｨｹ [Aaker, Keller, 1990; Herr et al., 1996; Kapferer, 1997; Smith, Park, 1992] ｨ ｨｪｨｨ ｨｪ ｨｹｨｰｨ 0106ｨｺｨ 04ｨ 0506, ﾂｨｰ06 00ｨｨ08ｨｬｨ, ｨｮ0708ｨ ｨｴｨ 07 ｨｬｨｮ05ｨｹｨｰｨｨ ｨｮｨｺｨｰ060904ｨｬ ｨｬｨ 0806 ﾂｨｪ04ｨｬ ｨｰ ｨｬ, ｨｨ ｨｹ04ｨｮ02ｨｰ ｨｬｨ 0806 ﾂｨｪ0602 ｨｪｨ 0409ｨ ｨｪｨｨ02 09 ｨｺｨ ﾂ0209ｨｰ ｨ 08ｨ ｨｪｨｰｨｨｨｨ ｨｨ 09ｨｰ08ｨ ｨｺｨｨ ｨｺ ｨｺｨ ﾂ0209ｨｰ09ｨ ｨｪ ｨｮｨｺｨｰ0609 [Wernerfelt, 1988]. 05ｨｮｨｴ0209ｨｰ090609ｨ ｨｪｨｨ02 09ｨｨ05ｨｹｨｪ0401 ｨ 0802ｨｪ ｨｰｨ ｨｺ ｨ 09ｨｰ09ｨｮ02ｨｰ 05ｨｮ ﾂ0302ｨｦ ｨｨ0102ｨｪｨｰｨｨ00ｨｨｨｺｨ 02ｨｨｨｨ ｨｺ06ｨｬ07ｨ ｨｪｨｨｨｨ ｨｪｨ 0804ｨｪｨｺ02 ｨｨ ｨｮ090205ｨｨ ﾂ02ｨｪｨｨ ｨｹｨｪ ｨｰ0802ｨ ｨｨｨｰ020502ｨｦ [Aaker, 1996; Kapferer, 1997; Keller, 1998]. 30

4 ｨｮ ｨｰ02ｨｬ 09 05ｨｨｨｰ0208ｨ ｨｰｨｮ ｨ 0802ｨｪ01ｨｨｨｪ00ｨｮ ｨｪ0609ｨｪ06ｨｬ ｨ ｨｪｨ 05ｨｨ04ｨｨ08ｨｮ02ｨｰ ｨｰ0802ｨ ｨｨｨｰ0205ｨｹ09ｨｺｨｨｨｦ 0804ｨｪ06ｨｺ ｨｬｨ ｨ (FMCG 3 ) ｨｨ05ｨｨ ｨｪｨｪ0402 ｨｺｨ ｨｰ ｨｨｨｨ 0706ｨｰ0802ｨ ｨｨｨｰ0205ｨｹ09ｨｺｨｨ01 ｨｰ0609ｨ [de Chernatony, McDonald, 1992; Hankinson, Cowking, 1993; , 2001; 0206ｨｬｨｪｨｨｨｪ, 2002]. 09ｨｨ03ｨｹ 09 08ｨ ｨ 06ｨｰ ｨ ｨｦ0502ｨｬｨ ｨｪｨ ｨｨ ｨｨ [Wileman, Jary, 1997] 0209ｨｰｨｹ 0005ｨ 09ｨ, ｨ ｨｪｨ 05ｨｨ04ｨｨ08ｨｮ06ｨｴｨ ｨｰ ｨ 03ｨｨ ｨｰｨ ｨｺ ｨｪｨ ｨ 02ｨｬ0401 ｨｮ05ｨｨ ﾂｨｪ0401 ｨｬｨ 0806ｨｺ, ｨｨ 09 ｨｬ06ｨｪ060008ｨ 00ｨｨｨｨ ｨ ｨｺ0208ｨ [Aaker, 2000] 0708ｨｨ090601ｨｨｨｰ ｨｨｨｬ0208 ｨ 0801ｨｨｨｰ02ｨｺｨｰｨｮ0804 ｨ 0802ｨｪ01ｨ Polo Ralph Lauren. 06ｨ ｨｺ ｨｨｨｪ ｨｨ ｨｨｨｬ , ｨｨ ｨｰ08ｨｨ08ｨｮ06ｨｴｨｨ ｨ 0502ｨｬｨ ｨｰｨｨｨｺｨｮ ｨｮ0708ｨ ｨｪｨｨ07 ｨｬｨ 0806 ﾂｨｪ04ｨｬ ｨｰ ｨｬ, ｨ ｨｨｨｬ02ｨｪｨｪ ｨｨｨｬ Moet Hennessy Louis Vuitton Group (LVMH) ｨｦ 0106ｨｬ 0506ｨｺ09-ｨ 0802ｨｪ ｨｨ ｨｪ 09 ｨｺｨｪｨｨ ｨｬ070608ｨ 05ｨ [0602ｨｬ070608ｨ 05, 2003, ] ｨｨ ｨｰｨ ｨｰ ｨｺ02ｨｦ ｨｨ ｨｨｨｨ ｨｨ ｨ 01 ｨｺ ｨｮ0708ｨ ｨｪｨｨ06 ｨｬｨ 0806 ﾂｨｪ04ｨｬ ｨｰ ｨｬ LVMH ｨｰ0607ｨｪｨｨ06 ｨｪｨ ｨｬ06ｨｰ0807 ｨｪｨ ｨｪｨｨ02 ｨｰ0208ｨｬｨｨｨｪｨ ｨｪ ｨｬｨ 08ｨｺ02ｨｰｨｨｨｪ0003 (09ｨｬ.: [Bohdanowicz, Clamp, 1984; Easy, 1995; Jeringan, Easterling, 1997; Mueller, Smiley, 1995]), ｨｪｨｨ ｨｪ06ｨｬ ｨｨ04 09ｨｮｨｴ0209ｨｰ09ｨｮ06ｨｴｨｨ01 ｨｮ ﾂ02ｨ ｨｪｨｨｨｺ0609 ｨｨ ｨｬ06ｨｪ060008ｨ 00ｨｨｨｦ ｨｪ ｨ ｨｨ04ｨｪ0209ｨｮ ｨｨ ｨｪ ｨｬｨ 08ｨｺ02ｨｰｨｨｨｪ00ｨｮ ｨｪ02ｨｰ 08ｨ , ｨｴ02ｨｪｨｪ ｨ 0502ｨｬｨ ｨｬ ｨ ｨｪｨｨ07, 08ｨ 0409ｨｨｨｰｨｨ07 ｨｨ ｨｮ0708ｨ ｨｪｨｨ07 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨｨｬｨｨ ｨ 0802ｨｪ01ｨ ｨｬｨｨ ｨｮ ﾂ0302ｨｬ 0905ｨｮ ﾂｨ 02 ｨｺ06ｨｪ09ｨｰｨ ｨｰｨｨ08ｨｮ02ｨｰ0907, ﾂｨｰ06 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ02 ｨ 0802ｨｪ ｨｪ ｨ ｨｨ04ｨｪ ｨｮｨｴ0209ｨｰ09ｨｮ06ｨｰ. 0309ｨｰｨｹ 05ｨｨ03ｨｹ ｨｪ0209ｨｺ0605ｨｹｨｺ06 ｨｺ02ｨｦ090609, ｨｴ02ｨｪｨｪ ｨ 0409ｨｨｨｰｨｨ06 08ｨｨｨｰ02ｨｦ ｨｺｨｨ ｨｰ02ｨｦ, ｨｰ060800ｨｮ06ｨｴｨｨ ｨｦ [Pellegrini, 1994, Burt, 1994, Christopher, Peck, 1994, Moore, 1997]. 0306ｨｰ0802ｨ ｨｪ0609ｨｰｨｹ 09 ｨｪｨ ｨｮ ﾂｨｪ ｨ 0408ｨ ｨ 06ｨｰｨｺｨ ｨ 05ｨ 09ｨｰｨｨ ｨｬｨ 08ｨｺ02ｨｰｨｨｨｪ00ｨ ｨｨ ｨｮ0708ｨ ｨｪｨｨ ｨｪ ｨｮｨｺｨｰｨ ｨｬｨｨ 0708ｨｨ090205ｨ ｨｺ ｨｪｨｨ ｨｬ020301ｨｮｨｪｨ ｨｪ ｨｨ ｨ ｨｰ0205ｨｹ09ｨｺ ｨｮ08ｨｪｨ 05ｨ 00Journal of Fashion Marketing and Management03, 0609ｨｪ0609ｨｪ06ｨｦ ｨｹ06 ｨｺ06ｨｰ ｨｰ ｨｰ060806ｨｪｨｪ0202 ｨｨ04ｨｮ ﾂ02ｨｪｨｨ ｨｪｨｨｨｺｨ 06ｨｴｨｨ01 ｨｰ02ｨｪ0102ｨｪ02ｨｨｨｦ ｨｨ ｨ 0502ｨｬ, 0905ｨｨ0706ｨｴｨｨ01 ｨｪｨ ｨ 0409ｨｰ0806 ｨｨ04ｨｬ02ｨｪ0706ｨｴｨｨ ｨｮ ｨｨ ｨｪ ｨｨｨｪ01ｨｮ09ｨｰ08ｨｨｨｨ03 [Emerald Journals..., 2001] ｨｨｨｬ ｨｺ0506 ﾂ020904ｨｬ ｨｨｨｬｨｮｨｴ0209ｨｰ09ｨ ｨｬ ｨｪ060904ｨｦ 03ｨｮ08ｨｪｨ 05 06ｨｰｨｪ0609ｨｨｨｰ ｨｬ0603ｨｪ0609ｨｰｨｹ 0706ｨｪｨｨｨｬｨ ｨｪｨｨ07 ｨｪ ｨｮ0708ｨ ｨｪ ﾂ0209ｨｺｨｨ01 ｨｰ0201ｨｪｨｨｨｺ ｨｨ ｨｺ06ｨｪ ｨｨｨｦ ｨｪ ｨｨｨｪ01ｨｮ09ｨｰ08ｨｨｨｨ; 0908ｨ 09ｨｪｨｨｨｰ0205ｨｹｨｪ04ｨｦ ｨ ｨｪｨ 05ｨｨ04 ｨｺｨ ﾂ0209ｨｰ09ｨ ｨｨ 0202ｨｪ04 ｨｬ020301ｨｮｨｪｨ ｨｪ ｨｰｨ 09ｨｴｨｨｨｺ ; ｨｨ04ｨｮ ﾂ02ｨｪｨｨ ｨｪ ｨｰ020608ｨｨｨｨ, 09ｨｰ0607ｨｴ02ｨｦ 04ｨ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨｨｬｨｨ ｨｪｨ 0708ｨ ｨｪｨｨ07ｨｬｨｨ ｨｮｨｴｨｨ ｨｬ0609 ｨｬ060104; ｨｨ04ｨｮ ﾂ02ｨｪｨｨ ｨｰｨ ｨ 0802ｨｪ01ｨｨｨｪ00ｨ ｨｪ ｨｮｨｺｨｰ ｨ ｨｪｨｨ ｨ 02ｨｬ ｨｨｨｬｨｨ0103ｨ ｨｮｨｺｨｰ0609 ｨｨ ｨｰ ｨｪ0609ｨｪ0402 ｨｰ02ｨｬ04, ｨｴｨ 02ｨｬ ｨｮ08ｨｪｨ Journal of Fashion Marketing and Management03, ｪ 05ｨｰ06 ｨｨｨｪｨｪ0609ｨ 02ｨｨｨｨ ｨｪ ｨｨｨｪ01ｨｮ09ｨｰ08ｨｨｨｨ, ｨｹｨｪ0609ｨｰｨｹ ｨｪ ｨ 0802ｨｪ01ｨ ｨｬ, 0706ｨｰ0802ｨ ｨｨｨｰ0205ｨｹ09ｨｺｨｨ ｨｪｨｨ07 ｨｨ ｨｪｨｨ ｨｰｨｪ060302ｨｪｨｨｨｨ 0706ｨｺｨｮ0706ｨｺ, ｨｨ02ｨｨ06ｨｪｨｨ080609ｨ ｨｪｨｨ ｨｪ ｨｮｨｺｨｰ0609, ｨｬ0208 ﾂ02ｨｪ01ｨ ｨｦ04ｨｨｨｪ ｨｪ ｨｨｨｪ01ｨｮ09ｨｰ08ｨｨｨｨ, ｨｨｨｬｨｨ ｨｪ ｨｮｨｺｨｰ0609, ｨ 0502ｨｬ ｨｺ ｨｨ 07ｨｨ08ｨ ｨｰ09ｨｰ09ｨ 09 06ｨｰｨｪ06-3 FMCG ｪ Fast Moving Consumer Goods, 06ｨ 0604ｨｪｨ ﾂｨ 02ｨｰ 0706ｨｰ0802ｨ ｨｨｨｰ0205ｨｹ09ｨｺｨｨ02 ｨｰ0609ｨ 0804, ｨｪｨｨ ｨｺｨｮ07ｨｺ02 ｨｺ06ｨｰ ｨｨｨｪｨｨｨｬｨ 02ｨｰ ｨｪｨｰｨ ｨｪｨｪ ｨｰｨ ｨｺｨｨｨｬ ｨｺｨ ｨｰ ｨｨ07ｨｬ 0706ｨｰ0802ｨ ｨｨｨｰ0205ｨｹ09ｨｺｨｨ01 ｨｰ0609ｨ ｨｰｨｪ060907ｨｰ ｨ ｨｰ0205ｨｹｨｪｨｮ ｨｨｨｪｨｺｨｮ, 0306ｨｺ0605ｨ 01, ｨ 01ｨｨｨｰ0205ｨｹｨｪ0402 ｨｪｨ 07ｨｨｨｰｨｺｨｨ, 07ｨｨ0906, ｨ ｨｪｨｰ04, 04ｨｮｨ ｨｪｨｮ06 07ｨ 09ｨｰｨｮ, 07ｨ ｨｺ02ｨｰｨｨ080609ｨ ｨｪｨｪ04ｨｦ ﾂｨ ｨｦ ｨｨ ｨｰ

5 130302ｨｪｨｨｨｨ ｨｪ ｨｮｨｺｨｰ ｨ 09ｨｪ04ｨｦ ｨ ｨｺｨｰ ｨｮ08ｨｪｨ 05ｨ ｪ ｨｪ09 (Richard Jones) ｪ 09ｨｰｨ 0803ｨｨｨｦ ｨ 09ｨ ｨｰ0205ｨｹ ｨｺ06ｨｪ06ｨｬｨｨｨｺ02 ｨｺｨ ｨｨ04ｨ ｨｦｨｪｨ ｨｨ ｨｰ0201ｨｪ ｨｨｨｨ ｨ ｨｪ ﾂ0209ｨｰ020809ｨｺ ｨｰ ｨｨｨｰｨ ｨｪ 07ｨｪｨｨ ｨｨｨｰ02ｨｰｨ, ｨ 09ｨｰ ｨｮｨ 05ｨｨｨｺ0609ｨ ｨｪｨｪ ｨｮ ﾂ02ｨ ｨｪｨｨｨｺｨ 0006ｨｪ01ｨｮ09ｨｰ08ｨｨ (Apparel Industry) ｨ ｨｺ02ｨｨ06ｨｪｨｪ04ｨｦ ｨｰ ｨｰ ｨｮ ﾂ02ｨｪ0402, ｨｨｨ 05ｨｨ04ｨｨ08ｨｮ06ｨｴｨｨ ｨ 05ｨ 09ｨｰｨｨ ｨｬｨ 08ｨｺ02ｨｰｨｨｨｪ00ｨ, ｨｨ ｨｨｨｨ, ｨ ｨｨ04ｨｪ0209ｨ, 01ｨｨ04ｨ ｨｦｨｪｨ, ｨｪｨｨ ｨｰ0802ｨ ｨｨｨｰ020502ｨｦ ｨｪ ｨｨｨｪ01ｨｮ09ｨｰ08ｨｨｨｨ ｨｨ ｨｮｨｴｨｨ ｨｦ09ｨｺｨｨ01 ｨｨ ｨ ｨｬ0208ｨｨｨｺｨ ｨｪ09ｨｺｨｨ01 ｨｮｨｪｨｨ ｨｨｨｰ02ｨｰ ｨｺ06ｨｰ ｨｨ04 07ｨｮｨ 05ｨｨｨｺｨ 02ｨｨｨｦ 00Journal of Fashion Marketing and Management03 ｨｨ ｨｹ040609ｨ ｨｪ04 09 ｨｪｨ 09ｨｰ0607ｨｴ02ｨｦ 09ｨｰｨ ｨｰｨｹ02. 02ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ02 ｨ 0802ｨｪ ｨｪ ｨ ｨｨ04ｨｪ ｨｰ06 ﾂｨｪ06ｨｬｨｮ 04ｨ ｨｬ02 ﾂｨ ｨｪｨｨ06 ｨ 09ｨｰ ｨｬ ｨｨ ｨ ｨｪ ｨｰ08ｨ ｨｪ ｨｬｨ 02ｨｨｨｨ (The fashion transformation process model), ｨｪ0609ｨｪ06ｨｬ ｨ 0802ｨｪ ｨ ﾂｨｨ09ｨ 06ｨｰ ｨｬ0603ｨｪ0609ｨｰｨｹ ｨｪ0201ｨｨ ｨｪ02ｨｨ080609ｨ ｨｪｨｪ04ｨｬ ｨｪ ｨｮｨｺｨｰｨ ｨｬ (fashion commodities) ｨｺ060502ｨ ｨ ｨｰｨｹ ｨｰ ｨｪｨ ｨｨｨ ｨｺ ｨｪｨ ｨｨｨｬ02ｨｪ0202 ｨｬ0601ｨｪ04ｨｬ, 06ｨ 0905ｨｮ03ｨｨ09ｨ 07 08ｨ 0405ｨｨ ﾂｨｪ0402 ｨｮ080609ｨｪｨｨ 0706ｨｰ0802ｨ ｨｪ0609ｨｰ02ｨｦ, 04ｨ 09ｨｨ0907ｨｴｨｨ01 06ｨｰ 09ｨｰ020702ｨｪｨｨ ｨｪ ｨｪｨ ｨｪｨｨ07 (fashion-consciousness) 0706ｨｰ0802ｨ ｨｨｨｰ020502ｨｦ03 [Cholachatpinyo et al., 2002, p. 18] ｨｪ ｨ ｨｨ04ｨｪ ｨｺ ｨｪｨ ﾂｨ 05ｨｮ XXI ｨｮｨｴ0209ｨｰ09ｨｮ06ｨｰ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ02 ｨ 0802ｨｪ0104, 00ｨ ｨ 08ｨｨ ﾂｨｪ0402 ｨ 0802ｨｪ0104, ｨ 0802ｨｪ ｨｪｨｨ ﾂｨｪ ｨ ｨｨ ｨ 0802ｨｪ0104 ｨｬｨ ｨｪｨｺｨ, 08ｨ 0405ｨｨ ﾂｨ 06ｨｴｨｨ ｨｪ06ｨｦ, 09ｨｰｨｨ0502ｨｬ, ｨｺｨ ﾂ0209ｨｰ0906ｨｬ ｨｪ ｨｮｨｺｨｰｨ, ｨｨｨ 05ｨｹｨｪ04ｨｬ 09ｨｰｨ ｨｰｨｮ0906ｨｬ 0706ｨｰ0802ｨ ｨｨｨｰ020502ｨｦ [08ｨｪ ｨ, 2002]. 02ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ02 ｨ 0802ｨｪ0104, ｨｺｨｮ01ｨ ｨｰ08ｨ 01ｨｨ02ｨｨ06ｨｪｨｪ06 09ｨｺ0506 ﾂｨ 02ｨｰ ｨ, 06ｨ ｨｮ09ｨｹ ｨｨ ｨ ｨｺ ｨｮｨ ｨｰ ｨｺｨｮｨｰ0608 ｨｨ ｨｰ-ｨ ｨｰ02, 0708ｨｨｨｪｨ ｨ ｨｰ 0804ｨｪｨｺｨｮ ｨｰ0609ｨ ｨｺ0603ｨｨ [Dubois, Duquesne, 1993, p. 35]. 03ｨ 08ｨ 0106ｨｺ09ｨ 05ｨｹｨｪ06, ｨｪ06 00ｨ ｨｺｨｰ: ｨｪ0209ｨｬ06ｨｰ0807 ｨｪｨ ｨ ﾂ02ｨｬ 09ｨｰ060502ｨｰｨｪ0606 ｨｨ09ｨｰ0608ｨｨ06 09ｨｮｨｴ0209ｨｰ090609ｨ ｨｪｨｨ07 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ010609, 09 05ｨｨｨｰ0208ｨ ｨｰｨｮ0802, ｨｴ02ｨｪｨｪ06ｨｦ ｨｪ ｨ ｨｨ04ｨｪ0209ｨｮ, ｨｪ02 09ｨｮｨｴ0209ｨｰ09ｨｮ02ｨｰ 09ｨｮｨｴｨｪ0609ｨｰｨｪ ｨｪｨｨ07 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺ ｨ 0802ｨｪ01ｨ. 06ｨ ｨｺ, 09 ｨｬ06ｨｪ060008ｨ 00ｨｨｨｨ 0000ｨ 08ｨｺ02ｨｰｨｨｨｪ ｨｬ02ｨｪｨｪ06ｨｦ ｨｬ ｨｪ07ｨｰｨｨ07 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨｨｦ ｨ 0802ｨｪ01, 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨ 07 05ｨｨｨｪｨｨ07 ｨｨ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨｨｦ 0502ｨｦｨ ｨｰ ｨｨｨｪ06ｨｪｨｨｨｬｨ ｨｬｨｨ ｨｨ ｨｰ0907 ｨｺｨ ｨｺ 00ｨｪｨ ｨｨｨ ｨ 07 ｨｺｨ ｨｰ ｨｨ , 01ｨ 08ｨ ｨｺｨｰ0208ｨｪ06ｨｦ ﾂ0208ｨｰ06ｨｦ ｨｺ06ｨｰ060806ｨｦ ｨｰ0907 ｨｪｨ 05ｨｨ ﾂｨｨ ｨｰｨｨ03ｨｪ ｨｨｨｬ02ｨｪｨｨ ｨｨ ｨｨｨｰ ｨｨ05ｨｨ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺ ｨｦｨ 05ｨ, ｨｰｨ ｨｺ ｨｺｨ ｨｺ Donna Karan, Ralph Lauren, Calvin Klein03 [Mueller, Smiley, 1995, p. 234]. 00 ｨｬ06ｨｪ060008ｨ 00ｨｨｨｨ ｨ : 06ｨｰ ｨｺ06ｨｪ ｨｨｨｨ ｨｺ 0706ｨｰ0802ｨ ｨｨｨｰ ｨ ｨｲ0709ｨｪ02ｨｪｨｨ02 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺ ｨ 0802ｨｪ01ｨ 01ｨ 02ｨｰ0907 ｨｰｨ ｨｺ ｨｨｨｪ06ｨｪｨｨｨｬｨｨ ﾂ0209ｨｺ06ｨｬ ｨｮ ｨｪ07ｨｰｨｨ02ｨｬ 0502ｨｦｨ 05: 0002ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ ｨｦｨ 0504 ｨｨ05ｨｨ ｨ 0802ｨｪ ｨｰ ｨｰ0906ｨｬ ｨｨ0102ｨｪｨｰｨｨ00ｨｨｨｺｨ 02ｨｨｨｨ ｨｮｨｺｨｰｨ ｨｨ ｨｨｨｰ ｨｺ06ｨｰ ｨｰ0802ｨ ｨｨｨｰ0205ｨｨ ｨ 06ｨｰ 0706ｨｺｨｮ07ｨｺｨｮ ｨｪｨ 0609ｨｪ0609ｨ ｨｪｨｨｨｨ ｨｮｨｰｨ 02ｨｨｨｨ ｨ 0802ｨｪ01ｨ, ﾂｨ 09ｨｰ ｨ ｨｪｨｪ06ｨｦ ｨｬ06ｨｴｨｪ06ｨｦ 0802ｨｺ05ｨ ｨｬ06ｨｦ03 [Frings, 2002, p. 58]. 03ｨｴ ｨｪｨ ｨｬ06ｨｪ060008ｨ 00ｨｨ ｨｨ04ｨｪ0209 ｨｬ060104: 01ｨｨ04ｨ ｨｦｨｪ, ｨｨ ｨｰ0906 ｨｨ ｨｬｨ 08ｨｺ02ｨｰｨｨｨｪ ｨ ｨｴ02 06ｨ ｨｨｨｰ0907 ｨ ｨｪ07ｨｰｨｨ07 ｨ 0802ｨｪ ｨｨｨｬ02ｨｪｨｨｨｰ0205ｨｹｨｪ06 ｨｺ ｨｪ ｨ ｨｨ04ｨｪ0209ｨｮ, 0607ｨｨ090409ｨ 07 ｨｺｨ ｨｰ ｨｨ ｨｰ-ｨ ｨｰ ｨｨ 0706ｨｬ06ｨｴｨｨ 0202ｨｪ ｨｪ, ｨ 07 ｨｨ04 ｨｺ06ｨｰ ｨｪ0609ｨｨｨｰ ｨｪｨ 0409ｨ ｨｪｨｨ ｨｨ04ｨ ｨｦｨｪ020809ｨｺ06ｨｦ03 [Burns, Bryant, 1999, p. 111]. 08ｨｬ0208ｨｨｨｺｨ ｨｪ09ｨｺｨ 07 ｨ ｨｨｨ 02ｨｨ07 ｨｬｨ 08ｨｺ02ｨｰｨｨｨｪ00ｨ (080008) ｨｰ ｨ 0802ｨｪ01 ｨｺｨ ｨｺ 00ｨｪｨ 0409ｨ ｨｪｨｨ02, ｨｰ0208ｨｬｨｨｨｪ, 04ｨｪｨ ｨｺ, 09ｨｨｨｬ ｨｨ05ｨｨ 01ｨｨ04ｨ ｨｦｨｪ, ｨ ｨｰｨ ｨｺ0302 ｨｨ01 ｨｺ06ｨｬｨ ｨｨｨｪｨ 02ｨｨｨｨ, ｨｺ06ｨｰ06-32

6 ｨｪｨ 04ｨｪｨ ﾂ02ｨｪ ｨｨ0102ｨｪｨｰｨｨ00ｨｨｨｺｨ 02ｨｨｨｨ ｨｰ0609ｨ ｨｨ05ｨｨ ｨｮ0905ｨｮ ｨｪ ｨ 0902ｨ ｨｨ05ｨｨ 0008ｨｮ ｨ ｨｨ ｨｨ ｨｪ02ｨｨｨ 02ｨｨｨｨ ｨｨ01 06ｨｰ ｨｰ0609ｨ ｨｨ05ｨｨ ｨｮ0905ｨｮ00 ｨｺ06ｨｪｨｺｨｮ0802ｨｪｨｰ [ 02ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨｨｦ ｨ 0802ｨｪ ｨｪ ｨ ｨｨ04ｨｪ ｨｨ0102ｨｪｨｰｨｨ00ｨｨ02ｨｨ08ｨｮ02ｨｰ ｨｪ02 09ｨｰ0605ｨｹｨｺ ｨ 0902ｨ, 09ｨｺ0605ｨｹｨｺ06 ｨｺ0802ｨ ｨｰ0608ｨ ｨｪｨｪ ｨｰｨｨ0507, ｨｬ0601ｨｪ ｨｪｨ 0708ｨ ｨｪｨｨ07, 01ｨｨ ｨｪ02ｨｨ08ｨｮ ｨｪ ｨｮｨｺｨｰ 0708ｨｨ 0706ｨｬ06ｨｴｨｨ ｨｺ06ｨｪｨｺｨｮ0802ｨｪｨｰｨｪ ｨｨｨｬｨｮｨｴ0209ｨｰ09, ｨ 0302ｨｪｨｪ0401, , 09 09ｨｰｨｨ0502 (01ｨｨ04ｨ ｨｦｨｪ02), ｨｰ , 09 ｨｺ06ｨｬｨ ｨｨｨｪｨ 02ｨｨｨｨ 09ｨｰｨｨ0507 (01ｨｨ04ｨ ｨｦｨｪｨ ) 09 ｨｪｨ 0409ｨ ｨｪｨｨ02ｨｬ, 04ｨｪｨ ｨｺ06ｨｬ ｨｨ 09ｨｨｨｬ ｨｬ ｨｨ, 09-ｨｰ0802ｨｰｨｹｨｨ01, 09 04ｨ 01ｨ ｨｪｨｪ06ｨｦ ｨｪ ｨｰ08ｨ 01ｨｨ02ｨｨ02ｨｦ ｨｪｨｪ0609ｨｰｨｨ. 00 ｨｰｨ ｨｺ06ｨｬ 0905ｨｮ ﾂｨ 02 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨｨｦ ｨ 0802ｨｪ ｨｪ ｨ ｨｨ04ｨｪ ｪ 05ｨｰ06 ｨｨｨｪ01ｨｨ09ｨｨ01ｨｮｨ 05ｨｨ04ｨｨ080609ｨ ｨｪｨｪ0602 ｨｪｨ 0409ｨ ｨｪｨｨ02, ｨｰ0208ｨｬｨｨｨｪ, 04ｨｪｨ ｨｺ, 09ｨｨｨｬ ｨｨ 01ｨｨ04ｨ ｨｦｨｪ, ｨ ｨｰｨ ｨｺ0302 ｨｨ01 ｨｺ06ｨｬｨ ｨｨｨｪｨ 02ｨｨｨｨ, ｨｺ06ｨｰ ｨｨｨｬ02ｨｪ0706ｨｰ ｨｨ0102ｨｪｨｰｨｨ00ｨｨｨｺｨ 02ｨｨｨｨ ｨｪｨｪ06 ｨｬ0601ｨｪ0401 ｨｰ0609ｨ , ｨｨｨｬ0206ｨｴｨｨ01 ｨ ｨｰ08ｨｨｨ ｨｮｨｰｨｨ080609ｨ ｨｪｨｪ ｨ ｨｰ (01ｨｨ04ｨ ｨｦｨｪ0208ｨ ), ｨｨ ｨｨ ｨｪ02ｨｨ080609ｨ ｨｪｨｨ07 ｨｨ01 06ｨｰ ｨｪ ｨｮｨｺｨｰ0609 ｨｺ06ｨｪｨｺｨｮ0802ｨｪｨｰ ｨ 05ｨｹｨｪ02ｨｦ0302ｨｬ 09 ｨｪｨ 09ｨｰ0607ｨｴ02ｨｦ 09ｨｰｨ ｨｰｨｹ02 ｨ ｨｮ0102ｨｰ ｨｨ ｨｹ040609ｨ ｨｪ06 05ｨｰ06 ｨ 09ｨｰ060809ｨｺ ｨｪｨｨ02 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺ ｨ 0802ｨｪ01ｨ ｨｨ00ｨｨｨｺｨ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨｴｨｪ ｨｨ07ｨｪｨｨ02 ｨｪｨ ｨｬｨ 08ｨｺ02ｨｰｨｨｨｪ00ｨ ｨｬ 06ｨｺｨ ｨ 02ｨｰ ｨｨ00ｨｨｨｺｨ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨｪ ｨ ｨｨ04ｨｪ020902, ｨｰ0607ｨｴｨ ｨｮ06ｨｴ02ｨｬ: 7ｬ ｨｪｨｪ0609ｨｰｨｹ: ｨｬｨｨｨｪｨｨｨｬｨｮｨｬ ｨｺ ｨｺ02ｨｨｨｨ (060902ｨｪｨｹ/04ｨｨｨｬｨ, ｨｪｨ / 0502ｨｰ06), 0708ｨｨ ﾂ02ｨｬ ｨｬｨｨ ｨｦ ｨｪ ｨｺｨ 0502ｨｪ01ｨ 08ｨｹ 01ｨｨｨｺｨｰｨｮ02ｨｰ ｨｹｨｬｨ 0903ｨ ｨｰ ｨｺｨｨ 08ｨ 0408ｨ ｨ 06ｨｰｨｺｨｨ, ｨｨ ｨｰ09ｨ, 0802ｨｺ05ｨ ｨｬ04 ｨｨ ｨ 03ｨｨ ｨｪｨｪ0401 ｨｺ ｨｺ02ｨｨｨｦ (ｨｰｨ ｨ 05. 1). ﾁｨｰ06ｨ 04 ｨｮ090702ｨｰｨｹ ｨｺ ｨｪ060906ｨｬｨｮ ｨｬ0601ｨｪ06ｨｬｨｮ ｨｪｨｮ ｨｪｨｹ/04ｨｨｨｬｨ ｨｮ06ｨｴ ｨ, 01ｨｨ04ｨ ｨｦｨｪ0208 (ｨ 08ｨｰ-01ｨｨ0802ｨｺｨｰ0608) ｨｪｨ ﾂｨｨｨｪｨ 02ｨｰ 08ｨ 0408ｨ ｨ 06ｨｰｨｺｨｮ ｨｺ ｨｺ02ｨｨｨｨ (0609ｨｪ0609ｨｪｨ 07 ｨｰ02ｨｬｨ, ｨｺ06ｨｪ ｨｨ07, 0509ｨｺｨｨ0404, ｨｰ0609ｨ 07 00ｨ ｨｬｨｬｨ ) ｨｰ08ｨｨ ｨｬ ｨ ｨｰ02ｨｺｨｮｨｴ ｨ ｨｰ ｨｬ ｨ 06ｨｰ ｨｰ06ｨｰｨｨ ｨｰ06ｨｦ ｨｪ060906ｨｦ ｨｪｨｪ02-04ｨｨｨｬｨｪ02ｨｦ ｨｺ ｨｺ02ｨｨｨｨ, ｨｺ06ｨｰ ｨｨｨｪ060001ｨ ｨｪ060907ｨｰ ｨｪｨ 0409ｨ ｨｪｨｨ ｨｨｨｮｨｬｨｪ06ｨｦ ｨｺ ｨｺ02ｨｨｨｨ03, ｨｰｨ ｨｺ ｨｺｨ ｨｺ ｨｪ0609ｨｪ06ｨｬ ｨｪｨ 04ｨｪｨ ﾂ02ｨｪ ｨｺｨ ｨｨ06ｨｪｨ 05ｨｹｨｪ06ｨｦ ｨｨ ｨｨ04ｨ 08ｨ ｨｪｨｪ06ｨｦ 07ｨｮｨ 05ｨｨｨｺ02. 03ｨ 08ｨ ｨｹｨｪ ｨｨ ｨｨｨｰ ｨ 0608 ｨｬｨ ｨｰ0208ｨｨｨ ｨｰ06ｨｦ ｨｺ ｨｺ02ｨｨｨｨ, ｨｨ 09 ｨｰ02- ﾂ02ｨｪｨｨ ｨｮ06ｨｴｨｨ01 ｨｰ ｨｬ ｨｮｨｴ0209ｨｰ ｨｰ ｨｺ06ｨｪ ﾂｨ ｨｰ0205ｨｹｨｪ ｨｰｨｨ05ｨｨ09ｨｰｨｨ ﾂ0209ｨｺｨｨ ｨｪｨｨ07, ｨｺ06ｨｰ ｨｬ06ｨｪ09ｨｰ08ｨｨ08ｨｮ06ｨｰ0907 ｨ ｨ ｨｦ0208ｨ ｨｬ ｨｬｨｨ080609ｨ ｨｪｨｨ ｨｨ ｨｰ0902ｨｪｨｪ ｨｰ ｨ 0802ｨｪ01ｨ. 0308ｨ ｨｺｨｰｨｨ ﾂ0209ｨｺｨｨ 0601ｨｪ ｨｬ02ｨｪｨｪ06 ｨｪ0609ｨ 07 ｨｺ ｨｺ02ｨｨ07 04ｨ 07ｨｮ09ｨｺｨ 02ｨｰ ｨｨ ｨｰ0906, ｨｨ 04ｨ 0502ｨｰｨｪｨｨｨｦ ｨｨ0601 ｨｺ ｨｺ02ｨｨ ﾂｨｰｨｨ ｨｪ0609ｨｰｨｹ06 06ｨｰ03ｨｨ09ｨ 02ｨｰ ｨ ﾂｨｨｨｪｨ ｨｨ ｨｮｨｴ0209ｨｰ ｨｰ ｨｰｨ 09ｨｺｨｨ ｨｪ060906ｨｦ ｨｺ ｨｺ02ｨｨｨｨ 09 ｨ ｨｮｨｰｨｨｨｺｨｨ ｨｨ 01ｨｨ09ｨｰ08ｨｨｨ ｨｹ06ｨｰ0608ｨ ｨｬ ｨｰ ｨｬ07 ｨｪｨ ﾂｨｨｨｪｨ 02ｨｰ0907 ｨ ｨｺｨｰｨｨ09ｨｪｨ ｨｺ05ｨ ｨｬｨｪｨ 07 ｨｺｨ ｨｬ07ｨ ｨｪｨｨ07 ｨｪ060906ｨｦ ｨｪｨｪ ｨｨｨｬｨｪ02ｨｦ ｨｺ ｨｺ02ｨｨｨｨ ｨ 03ｨｨ ｨｰ ｨｨｨ 05ｨｨ04ｨｨｨｰ0205ｨｹｨｪ ｨｨｨｪ04 07ｨｪ09ｨ 0807 ｨ ｨｮ01ｨｮｨｴ ｨ, ﾂ ｨｨ ｨｨｨｰ ｨｪ 08ｨ ｨ ｨｨ 08ｨ ｨｪｨｹ0302 ｨｰ02ｨｪ0102ｨｪ02ｨｨ07 08ｨ 0409ｨｨ09ｨ 05ｨ 09ｨｹ 09 ｨｰ02 ﾂ02ｨｪｨｨ02 ｨｪ0209ｨｺ0605ｨｹｨｺｨｨ ｨｪ0609 ｨｨ 0708ｨｨ010601ｨｨ05ｨ ｨｺ ﾂ02ｨｬｨｮ-ｨｰ06, ｨｨ ｨｬ04 ｨｬ060302ｨｬ 08ｨ 0909ｨｮ0301ｨ ｨｰｨｹ 06 09ｨｨ05ｨｮ05ｨｰ ｨｰｨｨ ｨｰ0401, 06 09ｨｨ05ｨｮ05ｨｰ ｨｰｨｨ ｨｰ0401, ｨｰ06 09 ｨｺ06ｨｪ ｨ 0102ｨ ｨｰ ｨｺｨ ｨｬ0601ｨ ｨ ｨｰｨｨ05ｨ 09ｨｹ 09 ｨｺｨ ｨｺｨｮ06-ｨｰ06 ｨｺｨ ｨｺ060006ｨｪｨｨ ｨ, ｨｰ09ｨｺｨｨ ｨｪｨ 03ｨｨ, , ｨｺｨｰ06 ｨｪｨ ｨｨｨｰ0907 ｨｪｨ 09ｨ ｨｬ06ｨｦ ｨｮ03ｨｺ02 ｨ ｨｦ09ｨ ｨ 0706ｨｰ0802ｨ ｨｨｨｰ020502ｨｦ, ｨｰ0802ｨ ｨｮ06ｨｰ ｨｪ ｨｨ0102ｨｦ ｨｺｨ ｨｦ ｨｪ ｨｰ06ｨｰ ｨ ｨｪ04ｨｦ 08ｨｨｨｰｨｬ ｨｪ02 01ｨ 02ｨｰ ｨｬ0603ｨｪ0609ｨｰｨｨ ﾂ ｨｺｨｮ

7 13ｨｪｨｮｨｰｨｹ03, ｪ 0708ｨｨ04ｨｪｨ 02ｨｰ0907 ｨｬ0609ｨｺ060909ｨｺｨｨｨｦ 01ｨｨ04ｨ ｨｦｨｪ ｨｹ ﾁｨ 07ｨｮ08ｨｨｨｪ, 0201ｨｨｨｪ0605ｨｨ ﾂｨｪ04ｨｦ 0905ｨ ｨｬｨ 08ｨｺｨｨ Chapurin, 04ｨ ｨｨ09ｨｰ08ｨｨ080609ｨ ｨｪｨｪ06ｨｦ ｨ 0409ｨｨｨｰ ｨｰ08ｨ ｨｪｨ 01 ｨｬｨｨ08ｨ [01ｨｮ080609ｨ, 2002, ] ｨｪ ｨ ｨｨ04ｨｪ ｨ 08ｨ ｨ 06ｨｰｨ 02ｨｰ 09 ｨ 0409ｨｰ0806 ｨｨ04ｨｬ02ｨｪ0706ｨｴｨｨｨｬ ｨｮｨｺｨｰ06ｨｬ ｨｨｨｬ 09ｨｰｨｨ05ｨｨ09ｨｰｨｨ ﾂ0209ｨｺｨｨｨｬ ｨｨ 00ｨｨ04ｨｨ ﾂ0209ｨｺｨｨｨｬ 01ｨ 08ｨ ｨｺｨｰ0208ｨｨ09ｨｰｨｨｨｺｨ ｨｬ ｨｪ01 09 ｨｰｨ ｨｺ06ｨｦ 09ｨｨｨｰｨｮｨ 02ｨｨｨｨ ｨｪ0702ｨｰ 0601ｨｪｨｮ ｨｨ ｨｨ ｨ 09ｨｪ ｨｮｨｪｨｺ02ｨｨｨｦ ｪ 00ｨｮｨｪｨｺ02ｨｨ06 ｨｨ0102ｨｪｨｰｨｨ00ｨｨｨｺｨ ｨｰ0608ｨ ｨｮｨｺｨｰｨ ｨｨ 09ｨｰｨｨ05ｨｨ09ｨｰｨｨ ﾂ0209ｨｺｨｨ ｨ 02ｨｪｨｪ0609ｨｰ02ｨｦ ｨｪｨ. 7ｬ ｨｹ 01ｨｨ04ｨ ｨｦｨｪ0208ｨ (ｨ 08ｨｰ-01ｨｨ0802ｨｺｨｰ0608ｨ ) ｨｬｨｨ080609ｨ ｨｪｨｨｨｨ ｨ 0802ｨｪ01ｨ ｨ ｨｪｨｨ ｨｪ ｨｰ02ｨｪ0102ｨｪ02ｨｨｨｨ, ｨ ｨｪｨｨ02 09ｨｰｨｨ05ｨｨ09ｨｰｨｨ ﾂ0209ｨｺ06ｨｦ ｨｮｨｪｨｨｨｺｨ 05ｨｹｨｪ0609ｨｰｨｨ , ｨｮ ﾂｨ 09ｨｰｨｨ ｨ 0408ｨ ｨ 06ｨｰｨｺ ｨｪｨｪ06ｨｦ ｨ ｨｬｨｬ04 ｨｬｨ 08ｨｺ02ｨｰｨｨｨｪ ｨｺ06ｨｬｨｬｨｮｨｪｨｨｨｺｨ 02ｨｨｨｦ ｨ 0802ｨｪ01ｨ ｪ 05ｨｰ06 05ｨｨ03ｨｹ ｨｪ ｨｪ04ｨｦ ﾂ02ｨｪｨｹ ｨｨ06ｨｪｨ 05ｨｹｨｪ ｨ 0704ｨ ｨｪｨｪ0609ｨｰ02ｨｦ 01ｨｨ04ｨ ｨｦｨｪ0208ｨ ｨｮ ﾂｨ ｨｦｨｪ06, ﾂｨｰ06 ｨｰｨ ｨｺｨ ﾂ02ｨｪｨｪ0609ｨｰｨｹ 01ｨｨ04ｨ ｨｦｨｪ0208ｨ ｨ 09ｨｰ0902ｨｪｨｪ0602 ｨｰ ｨｪｨｨ ｨｨ090205ｨ ｨｺ ｨｰ06ｨｬｨｮ, ﾂｨｰ ﾂｨｰｨｨ ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ02 ｨ 0802ｨｪ ｨｺｨ ﾂ0209ｨｰ0902 ｨｬｨ 0806 ﾂｨｪ ｨｪｨ 0409ｨ ｨｪｨｨ07 ｨｨｨｬ0206ｨｰ ｨｨｨｬ ｨ 09ｨｰ0902ｨｪｨｪ0602 (Dolce & Gabbana, Versace, Valentino, Prada). 0201ｨｪｨ ｨｺ06 01ｨｨ ｨｨ00ｨｨｨｺｨ 02ｨｨ07 ｨ 0802ｨｪ010609, ｨｴｨｨ01 09 ｨｬｨ 0806 ﾂｨｪ04ｨｦ ｨｰ000205ｨｹ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨｬ0601ｨｪ ｨｬ0609, 0708ｨｨ090205ｨ ｨｺ ｨｰｨ ｨｰ06 ﾂｨｪ06 09ｨｰ ｨｬｨｮ 08ｨ ｨ ｨｪｨｨ ﾂ02ｨｪｨｨ ﾂ02ｨｪｨｪ0609ｨｰｨｨ 01ｨｨ04ｨ ｨｦｨｪ0208ｨ ｨｰ0609ｨｺｨｨ ｨｪ060906ｨｦ ｨｺ ｨｺ02ｨｨｨｨ ｨｮ ﾂｨ ｨｨ ｨｬ0601ｨｪ04ｨｦ 0106ｨｬ 0006ｨｰ0609ｨｨｨｰ ｨｺ ｨｺ02ｨｨ06 06ｨｰ ｨｺｨｮｨｰ0608, ｨｰ06 01ｨｨ04ｨ ｨｦｨｪ0208 (ｨ 08ｨｰ-01ｨｨ0802ｨｺｨｰ0608) ｨｪ020902ｨｰ ｨｪｨｮ06 06ｨｰ0902ｨｰ09ｨｰ0902ｨｪｨｪ0609ｨｰｨｹ 04ｨ 09ｨｰｨｨ05ｨｨ09ｨｰｨｨ ﾂ0209ｨｺｨｨ02, ｨｰ , 00ｨ ｨｺｨｰｨｮ08ｨｪ ｨｪｨｨ07 ｨｺ ｨｺ02ｨｨｨｨ. 0308ｨｨ ｨｰ0609ｨｺ02 ｨｺ ｨｺ02ｨｨｨｨ ｨｰ-ｨ ｨｰ02 01ｨｨ04ｨ ｨｦｨｪ ｨ ｨｰ 06ｨｰ0902ｨｰ09ｨｰ0902ｨｪｨｪ0609ｨｰｨｹ 04ｨ 01ｨｮ ｨｰ0902ｨｪｨｪ ｨｪｨｨ ｨｺ ｨｺｨｰｨｨ0906ｨｬ 09ｨｰｨｨ05ｨｨ09ｨｰ0609, 0608ｨｨ02ｨｪｨｰｨｨ08ｨｮ0709ｨｹ ｨｪｨ 0708ｨｨｨｪ02ｨｨ0704, 04ｨ ｨｪｨｪ ｨｺ ｨｺ02ｨｨｨｨ 06ｨｰ ｨｺｨｮｨｰ0608 (020905ｨｨ ｨｰｨ ｨｺ0609ｨ ｨ 09ｨ 05ｨ 09ｨｹ). 0308ｨｨ ｨｰ0609ｨｺ02 ｨｺ ｨｺ02ｨｨｨｦ 01ｨｨ0000ｨｮ04ｨｪ0401 ｨ 0802ｨｪ (diffusion brands), ｨｺｨｮ01ｨ 06ｨ 04 ﾂｨｪ ｨｰ 09ｨｰ ｨｨ ｨｰ0802ｨｰｨｹｨｨ 05ｨｨｨｪｨｨｨｨ ｨｰ-ｨ ｨｰ02, ｨ ｨｰｨ ｨｺ ｨｮｨｪｨｺ02ｨｨ06ｨｪｨ 05ｨｹｨｪ0402 ｨｬｨ 08ｨｺｨｨ ( ｨｰｨｨ09ｨｪ0402, ｨｬ ｨｪ0402, ｨｪ0402 ｨｨ ｨｰ. 07.), 01ｨｨ04ｨ ｨｦｨｪ0208 (ｨ 08ｨｰ-01ｨｨ0802ｨｺｨｰ0608) ｨｪ02 04ｨ ｨｪｨｨｨｬｨ 02ｨｰ ｨｰｨ 05ｨｹｨｪ06ｨｦ 08ｨ 0408ｨ ｨ 06ｨｰｨｺ06ｨｦ ｨｬ ｨｦ ｨｨ02ｨｪｨｰｨｨ0806ｨｬ ｨｺ ｨｺｨｰｨｨ09ｨ 09ｨｰｨｨ05ｨｨ09ｨｰ ｨｮ03ｨ ｨｰ 01ｨｮ ｨｰ0902ｨｪｨｪ0402 ｨｪｨ 0708ｨ ｨｪｨｨ07, 04ｨ 01ｨ ｨｪｨｪ0402 ｨｺ ｨｺ02ｨｨ02ｨｦ 06ｨｰ ｨｺｨｮｨｰ ｨ ｨｺｨｨｨｬ 06ｨ 08ｨ 0406ｨｬ, ｨｨ ｨｨｨｰ ｨｨ0102ｨｪｨｰｨｨ00ｨｨｨｺｨ 02ｨｨ07 01ｨｨ04ｨ ｨｦｨｪ0208ｨ ｨｺｨ ｨｺ ｨｰ ｨ ｨ 0802ｨｪ01ｨ, ｨ ｨｰｨ ｨｺ0302 ｨｨ0102ｨｪｨｰｨｨ00ｨｨｨｺｨ 02ｨｨ07 09ｨｰｨｨ05ｨｨ09ｨｰｨｨ ﾂ0209ｨｺｨｨ ｨ 02ｨｪｨｪ0609ｨｰ02ｨｦ ｨ 0802ｨｪ01ｨ. 7ｬ4 0805ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨ02 ｨｬｨ 00ｨ 04ｨｨｨｪ ｨ 01ｨｨ02ｨｨ06ｨｪｨｪ06 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ02 ｨ 0802ｨｪ ｨ 06ｨｰ ｨｨｨ 06 ﾂ ｨ 09ｨｰ0902ｨｪｨｪ0402 ｨｬｨ 00ｨ 04ｨｨｨｪ04, 05ｨｨｨ 06 ﾂ ｨｨ09ｨｰ02ｨｬｨｮ 0008ｨ ｨｪ ﾂｨ ｨｦ04ｨｨｨｪ ｨｨ050208ｨ ｨｬｨｨ, 09 ｨｺ06ｨｰ ｨｰ ｨｪｨｪ ｨ ｨｲ02ｨｬ04 ｨｨ ｨｺｨｨ 04ｨ ｨｺｨｮ0706ｨｺ, ｨｰ0802ｨ 0609ｨ ｨｪｨｨ07 ｨｺ ｨ ｨｪｨｨ04ｨ 02ｨｨｨｨ ｨｰ ｨｰ08ｨ ｨｪ09ｨｰ09ｨ, ｨｺｨｨ ｨｰｨ 09ｨｺｨｨ ｨｺ ｨｺ02ｨｨｨｦ. 00ｨ 03ｨｪｨ 07 ｨｰ02ｨｪ0102ｨｪ02ｨｨ07 ｪ ｨ ｨｪｨｨ02 ｨｰｨ ｨｺ ｨｪｨ ｨ 02ｨｬ ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨ01 ｨｬｨ 00ｨ 04ｨｨｨｪ0609 (flagship stores), ｨｺ06ｨｰ , ｨｹ ｨｺ09ｨｨｨｪｨｰ ｨｪ02ｨｨ02ｨｦ 0509ｨｰ02ｨｰｨｨ ﾂ0209ｨｺ06ｨｦ 00ｨｨ ｨｨｨｨ ｨ 0802ｨｪ01ｨ, ｨ 06ｨｰ ｨｮｨｪｨｨｨｺｨ 05ｨｹｨｪｨｮ06 ｨ ｨｰｨｬ ｨｮ ｨｨ ｨｮ ｨｪｨｨ ｨｺｨｮ07ｨｺｨｨ ｨ ｨｺ0208, ｨ 0709ｨｹ ｨｪｨ ｨｨ ｨ ｨｪｨｨ02, ｨｪｨｪ0602 ｨｺ06ｨｬ07ｨ ｨｪｨｨ02ｨｦ Prophet Brand Strategy [Aaker, 2000, p. 182ｨC183], ｨｰ ｨｰｨｹ ｨｪｨ 0708ｨ ｨｪｨｨｨｦ ｨ ｨｪｨｨｨｨ 0005ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨ01 ｨｬｨ 00ｨ 04ｨｨｨｪ0609, ｨ 09ｨｰ09ｨｮ06ｨｴｨｨ01 ｨｮ ｨｪ06ｨｬｨｮ 09ｨｰ0806ｨｨｨｰ0205ｨｹ09ｨｰ09ｨｮ ｨ 0802ｨｪ01ｨ (brand building). 04ｨ 0909ｨｬ06ｨｰ08ｨｨｨｬ 05ｨｰｨｨ ｨｪｨ 0708ｨ ｨｪｨｨ ｨｨｨｬ02ｨｪｨｨｨｰ0205ｨｹｨｪ06 ｨｺ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨｨｬ ｨ 0802ｨｪ01ｨ ｨｬ. 34

8 ｨ ｨｪｨｨ02 ｨｺ ｨｺ02ｨｨｨｨ, 01ｨｨ04ｨ ｨｦｨｪ 0306ｨｺｨ 04 06ｨ 08ｨ ｨｺ ｨｺ02ｨｨｨｨ (Pre-collection) ｨ ｨ ｨｦ ｨｨ ｨｰ ｨｺｨ 0404 ( ｨ + 07ｨｮｨ 05ｨｨｨｺｨ ) 02ｨｨ09ｨｰ08ｨｨｨ ｨｮ02ｨｨ ｨ 03ｨｨ 04ｨ ｨ 03ｨｨ/ 09ｨｺｨｨ01ｨｺｨｨ 04ｨ ｨ 03ｨ 09ｨｰ06ｨｺ0609 (Stock reduction) 00ｨｨ ｨｦ ｨｪ ｨｺｨ 0502ｨｪ01ｨ 08ｨｹ 06ｨ ｨ 05ｨｨ02ｨ 1 08ｨｪ09ｨ 08ｨｹ ｨ 05ｨｹ 00ｨ 08ｨｰ ｨｹ 00ｨ ｨｦ 0606ｨｪｨｹ ｨｹ ｨｮ09ｨｰ 0502ｨｪｨｰ07ｨ 08ｨｹ 02ｨｺｨｰ07ｨ 08ｨｹ ｨ 08ｨｹ 0202ｨｺｨ ｨ 08ｨｹ ｨｪｨｹ/04ｨｨｨｬｨ ｨｮ06ｨｴ ｨ ｨｪｨ /0502ｨｰ06: 09ｨｰｨｨ05ｨｨ09ｨｰｨｨ ﾂ0209ｨｺｨｨ ｨｪｨｨ ｨ 0608 ｨｬｨ ｨｰ0208ｨｨｨ ｨｪｨ /0502ｨｰ ｨｮ06ｨｴ ｨ ｨｪｨｹ/04ｨｨｨｬｨ : 09ｨｰｨｨ05ｨｨ09ｨｰｨｨ ﾂ0209ｨｺｨｨ ｨｪｨｨ ｨ 0608 ｨｬｨ ｨｰ0208ｨｨｨ ｨｪｨｹ/04ｨｨｨｬｨ ｨｮ06ｨｴ ｨ ｨｪｨ /0502ｨｰ ｨｮ06ｨｴ ｨ ｨｪｨ /0502ｨｰ06 ｨｰ02ｨｺｨｮｨｴ ｨ ｨｪｨｹ/04ｨｨｨｬｨ ｨｮ06ｨｴ ｨ ｨｪｨ /0502ｨｰ ｨｮ06ｨｴ ｨ ｨｪｨｹ/04ｨｨｨｬｨ ｨｮ06ｨｴ ｨ ｨｪｨ /0502ｨｰ06 ｨｰ02ｨｺｨｮｨｴ ｨ ｨｪｨ /0502ｨｰ06 ｨｰ02ｨｺｨｮｨｴ ｨ ｨｪｨｹ/04ｨｨｨｬｨ ｨｰ02ｨｺｨｮｨｴ ｨ ｨｪｨ /0502ｨｰ06 ｨｰ02ｨｺｨｮｨｴ ｨ ｨｪｨｹ/04ｨｨｨｬｨ ｨｰ02ｨｺｨｮｨｴ ｨ ｨｪｨｹ/04ｨｨｨｬｨ ｨ ｨｪｨ /0502ｨｰ06 ｨｰ02ｨｺｨｮｨｴ ｨ ｨｪｨｹ/04ｨｨｨｬｨ ｨ ｨｪｨ /0502ｨｰ06 ｨｰ02ｨｺｨｮｨｴ ｨ

9 131. ﾁ02ｨｰｨｺｨ 07, 0706ｨｪ07ｨｰｨｪｨ 07 ｨｨ0102ｨｪｨｰｨｨ ﾂｨｪ0609ｨｰｨｹ ｨ 0802ｨｪ01ｨ. 00ｨ ｨｰ0208ｨｨｨ 05ｨｹｨｪ0402 ｨｨ ｨｪ02ｨｬｨ ｨｰ0208ｨｨｨ 05ｨｹｨｪ0402 ｨ ｨｰ08ｨｨｨ ｨｮｨｰ04 ｨ 0802ｨｪ01ｨ, ｨ 06ｨｴｨｨ02 ｨｮｨｪｨｨｨｺｨ 05ｨｹｨｪ04ｨｦ ｨｪｨ ｨ ｨｨ04ｨｪｨ ｨｺ0609, 0706 ｨｺ06ｨｰ060804ｨｬ ｨｨ0102ｨｪｨｰｨｨ00ｨｨ02ｨｨ08ｨｮ02ｨｰ ｨ 09ｨｰ0902ｨｪｨｪ06 ｨ 0802ｨｪ01, ｨｪ ｨｨ09ｨｮｨｰ09ｨｰ090609ｨ ｨｰｨｹ 0708ｨｨ ｨ ｨｪｨｨｨｨ ｨｺ06ｨｪ ｨｨｨｨ 0005ｨ 00ｨｬｨ ｨｪ09ｨｺ ｨｬｨ 00ｨ 04ｨｨｨｪｨ. 0606ｨｬ , ｨ 08ｨｰ-01ｨｨ0802ｨｺｨｰ0608 Gucci, 06ｨ ｨｲ0709ｨｪ ｨ 01ｨ ﾂｨｨ, 09ｨｰ0607ｨｴｨｨ ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨｨｬ ｨｬｨ 00ｨ 04ｨｨｨｪ06ｨｬ ｨｺ06ｨｬ07ｨ ｨｪｨｨｨｨ, ｨｮ06ｨｴｨｨｨｬ 06ｨ 08ｨ 0406ｨｬ: ｨｰ0205ｨｨ ｨ ｨｰｨｹ ｨｬｨ 00ｨ 04ｨｨｨｪ, ｨｨｨｪ0706ｨｴｨｨｨｦ ｨｪ ｨｹ ﾂｨｮ0909ｨｰ0902ｨｪｨｪ04ｨｦ 0509ｨｰ02ｨｰｨｨ ﾂ0209ｨｺｨｨｨｦ ｨｰ, ｨｺ06ｨｰ060804ｨｦ ｨｴｨｮｨｴｨ 02ｨｰ02, ｨ 0605ｨｹ ｨｬ02ｨｴ02ｨｪｨｨ ｨｬｨ 00ｨ 04ｨｨｨｪ ｨｪ ｨ 04ｨｰｨｹ ｨ 02ｨｪ ｨｪ02, ｨ 09ｨ 07 ﾂｨｮ0909ｨｰ09ｨ, ｨｪ ｨ 03ｨｨｨｬ ｨｪｨｨ02ｨｬ ｨｪｨ ｨｨｨｰｨｨｨｰ0205ｨｹｨｪ ｨｰ0608ｨ ｨｪｨ. 00 ｨｰ ｨ ｨｬ ｨｬ07 ｨｪ0206ｨ ｨｨｨｬ06, ﾂｨｰ06ｨ ｨｬｨ 00ｨ 04ｨｨｨｪ ｨｨ09ｨｮｨｰ09ｨｰ090609ｨ 05ｨ ｨｺ0603ｨｹ ｨｬ0601ｨｪ ｨｨ05ｨｹ07, ｨｰｨ ｨｺ, ﾂｨｰ06ｨ 04, ｨｪｨ ｨｹ 09ｨｪｨｮｨｰ08ｨｨ, 0004 ﾂｨｮ0909ｨｰ090609ｨ 05ｨｨ 0902ｨ ｨｪ0609ｨｰｨｹ06 6 7ｨｮ07ｨ ｨｺ0609ｨ ｨｪｨｪ04ｨｬ ｱ ｨｨ 08ｨ ｨ ｨ 0502ｨｪｨｪ04ｨｬ03 [Gucci Opens..., 2001]. 08ｨｨ ｨｨ07 Gucci, ｨｨ05ｨｨ 00ｨｨ ｨｨ07 08ｨ ｨ ｨ 0502ｨｪｨｪ06ｨｦ ｨｺ0603ｨｨ, ｨｪｨ 0305ｨ ｨｴ02ｨｪｨｨ02 09 ｨ 0801ｨｨｨｰ02ｨｺｨｰｨｮ08ｨｪ0401, 00ｨｮｨｪｨｺ02ｨｨ06ｨｪｨ 05ｨｹｨｪ0401 ｨｨ ｨｰ ｨｪｨｨ ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨ01 ｨｬｨ 00ｨ 04ｨｨｨｪ0609 ｨｺ06ｨｬ07ｨ ｨｪｨｨｨｨ ｨｰ0802ｨ ｨｨｨｰ0205ｨｹ09ｨｺｨ ｨ, ｨ ｨｪｨｪｨ ｨ 0802ｨｪ0106ｨｬ ｨｰ0802ｨ ｨｨｨｰ ｨ 04 ﾂｨｪ06 ｨｪ02ｨｰ ｨｬ0603ｨｪ0609ｨｰｨｨ ｨｪｨ ｨｺ06ｨｬｨｨｨｰｨｹ ｨｰ ﾂ0209ｨｺ06ｨｦ 05ｨ ｨ 0608ｨ ｨｰ0608ｨｨ02ｨｦ 01ｨｨ04ｨ ｨｦｨｪ0208ｨ ｨｨ ｨｬ ｨ ｨｪｨｨ07 09ｨ ｨｬ06ｨｦ ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨ02 ｨｬｨ 00ｨ 04ｨｨｨｪ04, ｨｰｨ ｨｺｨｨｨｬ 06ｨ 08ｨ 0406ｨｬ, ｨｪ0706ｨｰ 00ｨｮｨｪｨｺ02ｨｨ ｨｨ02ｨ 03 ｨｨ05ｨｨ ｨｬｨ 03 ｨ 0802ｨｪ01ｨ. 06ｨｪｨｰ0208ｨｹ0208 ｨｰｨ ｨｺｨｨ01 ｨｬｨ 00ｨ 04ｨｨｨｪ0609 ﾂｨ ｨｴ ｨｮｨｪｨｨｨｺｨ 0502ｨｪ, 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ ｨｪｨｨ07 ｨｪｨ 0708ｨ ｨｪ04 ｨｪｨ ｨ ｨｪｨｨ02 ｨ ｨ ｨｰｨｪ ｨｺ06ｨｬ000608ｨｰｨ ｨｺｨｮ07ｨ ｨｰ020502ｨｦ (08ｨ 04ｨｬ ｨｨｨｬ ﾂｨｪ0401, ｨｰｨ ｨｨ 03ｨｨ08ｨｨｨｪｨ ｨｰ ｨ 0608ｨｮ010609ｨ ｨｪｨｨ07, ｨｬ0209ｨｰｨ ｨｰ010401ｨ ｨｨ ｨｰ. 07.) 0608ｨ 01ｨｨ02ｨｨ06ｨｪｨｪ ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨｨｦ ｨｬｨ 00ｨ 04ｨｨｨｪ ｨｪｨ ｨｨｨ ｨｪ ｨｰｨ ｨｰ ｨｪｨｪｨｮ06 ｨｺ ｨｺ02ｨｨ06, 01ｨ 02ｨｰ ｨｬ0603ｨｪ0609ｨｰｨｹ 0706ｨｺｨｮ07ｨ ｨｰ020507ｨｬ 04ｨ ｨｺｨ ｨ ｨｰｨｹ ｨｪｨｪ0402 ｨｬ ｨｨ ｨｨ ｨ ｨｺ ｨｮｨ , ｨｨ ｨｨ01 09 ｨｪｨ 09ｨｰ0607ｨｴｨｨｨｦ ｨｬ06ｨｬ02ｨｪｨｰ ｨｪ02ｨｰ ｨ ｨｴ ｨｪｨ 00ｨｮｨｪｨｺ02ｨｨ07, ｨｺ06ｨｰ0608ｨｮ06 ｨｨ0008ｨ 06ｨｰ 0005ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨ02 ｨｬｨ 00ｨ 04ｨｨｨｪ04, ｪ ｨ ｨｪｨｨ02 ｨｺ08ｨｮ00ｨ ｨｰ0607ｨｪｨｪ0401 ｨｺ05ｨｨ02ｨｪｨｰ0609, ｨ ｨｪｨｨ04ｨ 02ｨｨ07 ｨｬ ｨｨ07ｨｰｨｨｨｦ ｨ ｨｪｨｨ06 ｨｨ ｨ ｨｪｨｨ ｨｹｨｪ0609ｨｰｨｨ 0706ｨｺｨｮ07ｨ ｨｰ020502ｨｦ ｨｨ0502ｨｪｨｨ02 ｨ ｨｺｨｰｨｨ ｨ 0802ｨｪ01ｨ ｨ 00ｨｬｨ ｨｪ09ｨｺ ｨｬｨ 00ｨ 04ｨｨｨｪｨ ｨｨｨｬ0202ｨｰ ｨｬ0603ｨｪ0609ｨｰｨｹ ｨｰｨ ｨｰｨｹ ｨｬ ｨｬ0603ｨｪ0401 ｨ ｨｺｨｰｨｨ ｨ 0802ｨｪ01ｨ, 09ｨｺ0506 ﾂｨ 07 09ｨｨｨｬ , ｨｰ, ｨｬｨｮ0404ｨｺｨｮ, ｨｮｨｪｨｨｨｺｨ 05ｨｹｨｪ ｨｨｨｪｨｨｨｨ ｨｮｨｺｨｰ ｨｺｨ 04ｨ ｨｰ020502ｨｪ 09 05ｨｰ06ｨｬ 06ｨｰｨｪ060302ｨｪｨｨｨｨ ｨｬｨｨ05ｨ ｨｪ09ｨｺｨｨｨｦ ｨ ｨｮｨｰｨｨｨｺ Giorgio Armani ｨｴｨ 01ｨｹ06 8 ｨｰ0409. ｨｺ09. ｨｬ, 09 ｨｺ06ｨｰ060806ｨｬ 08ｨ ｨｪ ｨｰ08ｨ ｨｪ09ｨｰ0902ｨｪｨｪ ｨ ｨｪｨｪ0402 ｨｬｨ 00ｨ 04ｨｨｨｪ04 Emporio Armani ( ｨ, 01ｨｨ0000ｨｮ04ｨｪ04ｨｦ ｨ 0802ｨｪ01), Armani Jeans ( ｨ, 0103ｨｨｨｪ090609ｨ 07 05ｨｨｨｪｨｨ07), Armani Casa (ｨｬ02ｨ 0205ｨｹ, ｨｰ0205ｨｹｨｪ0602 ｨ 0205ｨｹ02, 0106ｨｬｨ 03ｨｪｨｨｨｦ ｨｰ02ｨｺ09ｨｰｨｨ05ｨｹ), Armani Sony Gallery (ｨ 04ｨｰ0609ｨ 07 ｨｰ0201ｨｪｨｨｨｺｨ, ｨｬｨｮ0404ｨｺｨ, 00ｨｨ05ｨｹｨｬ04), Armani Profumi (07ｨ ｨｬ0208ｨｨ07), Armani Fiori (020902ｨｰ06 ﾂｨｪ04ｨｦ ｨｬｨ 00ｨ 04ｨｨｨｪ 09 ｨｮｨｪｨｨｨｺｨ 05ｨｹｨｪ04ｨｬ ｨｨ04ｨ ｨｦｨｪ06ｨｬ), Armani Libri (ｨｺｨｪｨｨ00ｨｨ), Armani Arte (01ｨｮ ｨｰ0902ｨｪｨｪｨ 07 00ｨ ), Armani Caffe (ｨｺｨ 0002ｨｰ0208ｨｨｨｦ) ｨｨ Armani Nobu (080209ｨｰ0608ｨ ｨｪ ｨｪ09ｨｺ06ｨｦ ｨｺｨｮ01ｨｪｨｨ) ｨｮ ｨｪ06, ｨｰｨｨｨｰ0205ｨｹ, ｨｰｨ ｨｺ06ｨｦ ｨｬｨ 00ｨ 04ｨｨｨｪ, ｨ 01ｨ 02ｨｰ 09 ｨｪｨ 09ｨｰ0607ｨｴｨｨｨｦ 00ｨｬｨｨ Armani03, ｨｺ06ｨｰ060804ｨｦ 09ｨｰ0802ｨｬｨｨｨｰ ｨｨｨｰｨｹ 0006ｨｰ ｨｪｨｨ

10 ｨｰｨｮ Armani03 ｨｪ02 ｨｰ0605ｨｹｨｺ06 00ｨｨ04ｨｨ ﾂ0209ｨｺｨｨｨｬ 0706ｨｰ0802ｨ ｨｪ0609ｨｰ07ｨｬ ﾂ ｨｺｨ, ｨｪ06 ｨｨ 01ｨｮ010609ｨｪ04ｨｬ ｨｨ 0509ｨｰ02ｨｰｨｨ ﾂ0209ｨｺｨｨｨｬ ｨｬ0603ｨｪ0609ｨｰｨｹ ｨｮｨｪｨｨｨｺｨ 05ｨｹｨｪ ｨｰｨ 0708ｨｨ ｨｪｨｨｨｨ 0706ｨｺｨｮ0706ｨｺ. 0805ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨｨｦ ｨｬｨ 00ｨ 04ｨｨｨｪ ｨｰ ｨｰｨ ｨｺｨｨ ｨｬｨ 00ｨ 04ｨｨｨｪ06ｨｬ, ｨ ｨｪｨｪ04ｨｬ ｨｪｨｨ ｨｺｨｮ0706ｨｺ, ｨｪ0209ｨｬ06ｨｰ0807 ｨｪｨ ｨ ｨｺｨ ｨｰ0205ｨｹｨｪ0402 ｨｨ 06ｨ 08ｨ ｨ ｨｰ0205ｨｹｨｪ0402 ｨｬ06ｨｬ02ｨｪｨｰ04, ｨ ｨｪｨｪ ｨｴ02ｨｪｨｨ02ｨｬ. 00 ｨｪｨｹ06-ｨｦ0608ｨｺ09ｨｺ06ｨｬ ｨ ｨｮｨｰｨｨｨｺ02 Prada, ｨｨｨｪ090209ｨｰｨｨ02ｨｨｨｨ ｨ ｨｪｨｨ02 ｨｺ06ｨｰ ｨｰｨ 09ｨｨ05ｨｨ 30 ｨｬ05ｨｪ , ｨ 00ｨ 02ｨｰ ｨｺｨ ｨ ｨｰｨｹ 00ｨｨ05ｨｹｨｬ04, ｨｮ09ｨｰ08ｨ ｨｨ09ｨ ｨｰｨｹ 0502ｨｺ02ｨｨｨｨ ｨｨ ｨｰｨ ｨｪｨｨ07 ｪ 0609ｨｪ0609ｨｪ ｨｬ02ｨｴ02ｨｪｨｨ ｨ ｨｪ06 09ｨｬ0209ｨｰｨｨｨｰｨｹ ｨｮ010906ｨｰ 0408ｨｨｨｰ020502ｨｦ ｨｰ ｨｨ ｨｮ ｨｨｨｨ, ﾂｨｰ ｨｨｨｬ ﾂｨｪ0402 ｨｮ Prada 06ｨ 0608ｨｮ010609ｨ ｨｪ ｨｨｨ 05ｨｹｨｪ04ｨｬｨｨ ｨｺｨ ｨｬ0208ｨ ｨｬｨｨ, ｨｺ06ｨｰ ｨｰ 0902ｨ 07 ｨｮ09ｨｨ0102ｨｰｨｹ ｨｰ060806ｨｪ. 09ｨｮｨｰｨｨｨｺ 0609ｨｪｨ ｨｴ02ｨｪ ｨｺ06ｨｬ07ｨｹ06ｨｰ0208ｨ ｨｬｨｨ, ｨｺ06ｨｰ ｨｬ0600ｨ 06ｨｰ ｨ 08ｨ ｨｰｨｹ ｨｰ0609ｨｮ06 00ｨ ｨｬｨｬｨｮ ｨｨ 00ｨ ｨｺｨｰｨｮ08ｨｮ , ｨ ｨｺ ｨｮｨ ｨｬ06ｨｴｨｹ06 ｨｨｨｪｨｰ0208ｨ ｨｺｨｰｨｨ09ｨｪ ｨｨ , ｨｪ ｨｨ ｨｨｨｬ ﾂｨｪ06ｨｦ, ｨｬ0603ｨｪ ｨｪｨｨｨｰｨｹ, 0209ｨｰｨｹ 05ｨｨ 0108ｨｮ00ｨｨ02 08ｨ 04ｨｬ020804, ｨｰｨ, ｨｺｨ ｨｺ 0904ｨ ｨｨ08ｨ 02ｨｬｨ ｨ ｨ ｨｮ0102ｨｰ 09ｨｬ06ｨｰ0802ｨｰｨｹ0907 ｨｪｨ 09ｨ 0302ｨｦ 00ｨｨ00ｨｮ ｨｨ 08ｨ 0405ｨｨ ﾂｨｪ06ｨｬ ｨｴ02ｨｪｨｨｨｨ, ｨｨ 01ｨ ｨｬｨｪ06ｨｬ 09ｨｰ02ｨｺ0507ｨｪｨｪ06ｨｬ 02ｨｨ05ｨｨｨｪ0108ｨｨ ﾂ0209ｨｺ06ｨｬ 05ｨｨ00ｨｰ02 ｨｬ0603ｨｪ ｨ ｨｰｨｹ 0706ｨｺｨｮ07ｨｺｨｨ ｨｰ0607ｨｪｨｪ0402 ｨｨｨｪｨｪ0609ｨ 02ｨｨｨｨ ｨ ｨｪｨｨ ｨｰｨ ｨｨ07ｨｰｨｨ07 ｨ 0802ｨｪ01ｨ ｨｦ 0708ｨｨ ｨｬ0601ｨ ﾂ ﾂｨ ｨｦｨｪ06 ｨｨ04ｨｬ02ｨｪ ﾂｨｨ09ｨ, ｨｨ, ｨｺｨ ｨｺ ｨｮ ﾂ0208ｨｺｨｨ09ｨ ｨｹ, 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ02 ｨｨｨｪｨｪ0609ｨ 02ｨｨｨｨ 0609ｨｮｨｴ0209ｨｰ ｨｰ ｨｪ ｨ ｨｨ04ｨｪ ｨｺｨ ｨｺ ｨｬｨｨｨｪｨｨｨｬｨｮｨｬ 0109ｨ , 09 04ｨ 09ｨｨ09ｨｨｨｬ0609ｨｰｨｨ 06ｨｰ ｨｬ0601ｨｪ ｨｪ ｨｬｨｨｨｬ ｨｮ050708ｨｪ06ｨｦ 09ｨｬ02ｨｪ0702ｨｬ0609ｨｰｨｨ ｨｪ ｨｮｨｺｨｰ ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨ01 ｨｬｨ 00ｨ 04ｨｨｨｪｨ 01 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨｨ09ｨｮｨｰ09ｨｰ09ｨｮ06ｨｰ ｨｰ0607ｨｪｨｪ0402 ｨｬ0208 ﾂ02ｨｪ01ｨ ｨｦ04ｨｨｨｪ ｨｨｨｪｨｪ0609ｨ 02ｨｨｨｨ ｨｬ0502ｨｪｨｨ02 09ｨｨｨｰ08ｨｨｨｪ ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨ01 ｨｬｨ 00ｨ 04ｨｨｨｪｨ ｨｪ ｨｹ 0106 ｨｮ080609ｨｪ07 ｨｪ ｨｨ04ｨｮｨ 05ｨｹｨｪ ｨｨ01ｨ ｨｨ09ｨｺｨｮ0909ｨｰ09ｨ. 00ｨｨ05ｨ ｨｪ09ｨｺｨｨｨｦ ｨ ｨｮｨｰｨｨｨｺ Moscino ｨｨ ｨｮ06 ｨｺ06ｨｬｨｪｨ ｨｰｨｮ ｨｰ02ｨｺ0506ｨｬ, ｨｴｨｨｨｬ ｨｪｨ ｨｮ05ｨｨ02ｨｮ, 09 ｨｺ06ｨｰ060806ｨｦ 08ｨ ｨ 00ｨ 02ｨｰ0907 ｨｪｨ 09ｨｰ0607ｨｴｨ 07 ｨｨｨｪ09ｨｰｨ ｨｨ07, ｨｰｨ ｨｴｨ ｨ 06ｨｦ ｨ ｨｨ ﾂ0209ｨｺｨｮ06 ｨｰ08ｨ ｨｺｨｰ0609ｨｺｨｮ 0609ｨｪ0609ｨｪ06ｨｦ ｨｨ0102ｨｨ ｨｬ0601ｨｪ ｨｪｨ, ｨｪｨ ｨ ｨｪｨｨ02ｨｬ ｨｺ06ｨｰ060806ｨｦ 08ｨ ｨ 06ｨｰｨ 02ｨｰ ｨ 07 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨ ｨｮ0707ｨ. 06ｨｰ06 ｨｬ060302ｨｰ ｨ 04ｨｰｨｹ 00ｨｨ00ｨｮ08ｨ ｨ 04ｨｺｨ 09 ｨｪｨ 09ｨｰ0607ｨｴｨｮ ｨｨ ﾂｨｨｨｪｨｮ 09 08ｨ ｨ ｨｪｨｪ04ｨｬ 09 ｨｺ0506 ﾂｨｹ07 ｨｺ08ｨ 09ｨｪ04ｨｬ 0705ｨ ｨｰｨｹ02ｨｬ ｨｪｨ ｨ 01 ｨｨ05ｨｨ 0302ｨｪｨｴｨｨｨｪｨ, 0708ｨｨ ｨ 07 ｨｺ 09ｨｰ0605ｨｮ ｨｨｨｰｨｹ ﾂｨ 03ｨｺｨｮ ｨｺ060002, 0708ｨｨ ﾂ02ｨｬ ｨｺ06ｨｬ070604ｨｨ02ｨｨ07, 09ｨｺ0506 ﾂｨ 07 ｨｬｨ ｨｪ02ｨｺ02ｨｪ, 09ｨｰ0605, 09ｨｰｨｮ05, ｨｺ060002ｨｦｨｪｨｮ06 ﾂｨ 03ｨｺｨｮ, 0706ｨｺ0804ｨｰｨ ｨｰ ﾂｨ ｨｬｨｨ ｨｺ ｨ ｨ ｨ 06 ﾂ02ｨｺ ｨｪ0203ｨｪ02ｨｦ03ｨｨ ｨｰ ｨ ｨｺｨ 07 09ｨｨｨｰ08ｨｨｨｪｨ ｨ ｨｪｨ ｨ ｨｰｨｹ ｨｪｨｨｨｰ0205ｨｹｨｪ ｨｬ0602ｨｨｨｨ ｨｮ 0408ｨｨｨｰ020507, ｨｨｨｪｨｰ08ｨｨ000609ｨ ｨｰｨｹ, ｨ 00ｨ ｨｰｨｹ 0706ｨｰ02ｨｪ02ｨｨｨ 05ｨｹｨｪ06ｨｬｨｮ 0706ｨｺｨｮ07ｨ ｨｰ ｨｪ060904ｨｦ ｨ ｨｨ07ｨｰｨｨ07 ｨｬ0601ｨｪ06ｨｦ ｨｰ02ｨｪ0102ｨｪ02ｨｨｨｨ ｨ ｨｪ0609ｨｰｨｹ ｨｺ 07ｨ ｨ 05ｨｨ09ｨｨｨｰｨｨ. 07ｨｪｨｨｨｺｨ 05ｨｹｨｪｨ 07 ｨ ｨｰｨｬ ｨ 0005ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨ01 ｨｬｨ 00ｨ 04ｨｨｨｪ0609, ｨ ｨｪｨｨ ｨ 06ｨｦ ｨｪｨｨ ｨｺｨｮ0706ｨｺ, ｨｺ06ｨｪ02 ﾂｨｪ06, ｨｪ ｨｰｨ ｨｰ ｨｮ 08ｨ 09ｨｪ0601ｨｮ03ｨｪ06ｨｦ. 02 ｨｪ ｨｬｨ 00ｨ 04ｨｨｨｪｨ 01 07ｨｨ03ｨｮｨｰ, ｨｨ01 06ｨ 09ｨｮ0301ｨ 06ｨｰ ｨｰｨｨｨｰ0205ｨｨ, ｨｨｨｬ 01ｨ 06ｨｰ ｨｪｨｺｨｨ. 08ｨｮ05ｨｹｨｰｨｮ ｨｨ ﾂ0209ｨｺｨ ｨ 02ｨｪｨｪ0609ｨｰｨｹ ｨｪ ｨ ｨｺ 01ｨｨ04ｨ ｨｦｨｪｨｮ ｨｰ ｨｰ08ｨ ｨｪ09ｨｰ09ｨ ｨｰ06ｨｨｨｰ 09 ｨｰ06ｨｬ, ﾂｨｰ ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨ02 ｨｬｨ 00ｨ 04ｨｨｨｪ04 ｨｪｨ ｨｮ 09 ｨ 0801ｨｨｨｰ02ｨｺｨｰｨｮ08ｨｪ04ｨｬｨｨ 07ｨ ｨｬ07ｨｰｨｪｨｨｨｺｨ ｨｬｨｨ ｨｨ ｨｬｨｮ040207ｨｬｨｨ ｨ ｨｴｨ 06ｨｰ ｨｰｨｮ08ｨｨ09ｨｰｨｨ ﾂ0209ｨｺｨｨ ｨｰ060708ｨｨｨｬ02 ﾂｨ ｨｰ0205ｨｹｨｪ0609ｨｰｨｨ. 0402ｨｨ 08ｨ 09ｨ ｨｺｨｮｨ 06 (Comme des Garcons) 37

11 ｨｨｨｰ ｨｨｨｬｨｨ ｨｪｨｹ06-ｨｦ0608ｨｺ09ｨｺｨｨｨｬ ｨｨ ｨｰ06ｨｺｨｨｨｦ09ｨｺｨｨｨｬ ｨ ｨｮｨｰｨｨｨｺｨ ｨｬｨｨ: 0006ｨｮ08ｨｨ09ｨｰ04 06ｨｰｨｺ0605ｨｮ070409ｨ 06ｨｰ 06ｨｰ 00ｨ 09ｨ 01ｨ ｨｺｨｮ0906 ﾂｨｺｨｨ ｨｪｨ 09ｨｮ0902ｨｪｨｨ [08ｨｨ05ｨｨ0709, 2002, ] ｨｬ02ｨｪｨｪ ｨｮｨｰ ｨｨｨｰ0205ｨｨ, ｨ ｨｰｨ ｨｺ ｨ 0906 ﾂｨｪｨｨｨｺｨｨ ｨｨ04 ｨｺｨ ｨｰ ｨｨｨｨ 00Shopping Guide03 06ｨ 0704ｨ ｨｰ0205ｨｹｨｪ06 06ｨｰｨｬ02 ﾂｨ 06ｨｰ ｨｪｨ ｨｨ01 09ｨｰ08ｨ ｨｪｨｨ02ｨ 01 ｨｮｨｪｨｨｨｺｨ 05ｨｹｨｪ ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨ02 ｨｬｨ 00ｨ 04ｨｨｨｪ04 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ010609, 01ｨ 09ｨ ｨｰ06ｨｬ ﾂｨｨ ｨｺ08ｨ ｨｰｨｺｨｨｨｦ 06ｨ ｨｰｨｨ05ｨｨ09ｨｰｨｨ ﾂ0209ｨｺｨｨ ｨ 02ｨｪｨｪ0609ｨｰ02ｨｦ 05ｨｰｨｨ01 ｨ 0802ｨｪ ｨｬ, ｨｪｨ ﾂ02ｨｪｨｨｨｨ ｨｪ060906ｨｦ ｨｰ02ｨｪ0102ｨｪ02ｨｨｨｨ ｨ ｨｪｨｨ04ｨ 02ｨｨｨｨ ｨ ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ010609, ｨｬ0603ｨｪ ｨ ｨｰｨｹ0907 ｨｪｨ ｨｬｨｪ02ｨｪｨｨ02 ｨ ｨｪ0005ｨｨｨｦ09ｨｺｨｨ01 ｨｨ ｨ ｨｰ020502ｨｦ ｨｪ ｨ ｨｨ04ｨｪ0209ｨ, ｨｺ06ｨｰ ﾂｨｨｨｰｨ 06ｨｰ, ﾂｨｰ ｨ 00ｨｬｨ ｨｪ09ｨｺｨｨ02 ｨｬｨ 00ｨ 04ｨｨｨｪ ｨｪｨｨｨｺ05ｨｨ ｨｺｨ ｨｺ 09ｨ 03ｨｪ02ｨｦ03ｨｨｨｦ ｨｺ06ｨｬ0706ｨｪ02ｨｪｨｰ 09ｨｰ08ｨ ｨｰ0200ｨｨｨｨ ｨｬｨ 08ｨｺ02ｨｰｨｨｨｪ ｨｺ06ｨｬｨｬｨｮｨｪｨｨｨｺｨ 02ｨｨｨｦ ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ ｨｬ [Moore, Fernie, Burt, 2000, p. 930]. 7ｬ ｨｨ02ｨｨ06ｨｪｨｨ080609ｨ ｨｪｨｨ02. 07ｨｪｨｨｨｺｨ 05ｨｹｨｪ0609ｨｰｨｹ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺ06ｨｦ ｨｰ ｨｦ ｨｬｨ 08ｨｺｨｨ ｨｰ0907 ｨｪ02 ｨｰ0605ｨｹｨｺ06 09ｨｰｨｨ05ｨｨ09ｨｰｨｨｨｺ06ｨｦ, ｨｬ06ｨｦ ｨｨ ｨｰ06ｨｬ ｨｪ ｨｮｨｺｨｰｨ, ｨｪ06 ｨｨ ﾂ02ｨｰｨｺ ｨｪｨｪ06ｨｦ ｨｨ02ｨｨ02ｨｦ ｨｪｨ ｨｪｨｨｨｨ ｨｦ ｨ ｨｮ01ｨｨｨｰ0608ｨｨｨｨ, ｨｮ ｨｺ06ｨｰ060806ｨｦ ｨｺ ｨｰ06ｨｬｨｮ ｨｰｨｹ ｨｦ 0906ｨ 09ｨｰ0902ｨｪｨｪ04ｨｦ 09ｨｺｨｮ09, 0708ｨｨ09ｨｰ08ｨ 09ｨｰｨｨ07, ｨｨｨ 05ｨｹｨｪ ｨｮｨｪｨｺ02ｨｨｨｨ, 09ｨｰｨｨ05ｨｹ ｨｪｨｨ07 ｨｨ, ｨｺ06ｨｪ02 ﾂｨｪ , ｨｪｨｪｨ 07 ｨｰ0605ｨｴｨｨｨｪｨ ｨｺ ｨｹｨｺｨ, ｨｰ ｨ ｨｪ0609ｨｰｨｹ ｨｬｨｨ080609ｨ ｨｰｨｹ ｨｪｨ ｨｰ06ｨｰ ｨｨ05ｨｨ ｨｨｨｪ06ｨｦ ｨ 0802ｨｪ ｨｺｨｰｨｪ ｨｨ02ｨｨ06ｨｪｨｨ080609ｨ ｨｪｨｨ02, ｨｮｨｴ0202 ｨｺ ｨ ｨｪｨｨ06 ｨｺ06ｨｪｨｺｨｮ0802ｨｪｨｰｨｪ ｨｨｨｬｨｮｨｴ0209ｨｰ09ｨ, 0609ｨｪ ｨ 02ｨｰ0907 ｨｪｨ 0906 ﾂ02ｨｰｨ ｨｪｨｨｨｨ 0202ｨｪ04 ｨｨ 01ｨｨ ｨｪ02ｨｨｨ 02ｨｨｨｨ 09ｨ ｨｬ ｨ 0802ｨｪ01ｨ ｨｰ ﾂｨｰ06ｨ 04 ｨｪ0609ｨｨｨｰｨｹ Givenchy, ｨｬｨ 0506 ｨ 04ｨｰｨｹ ｨ 0600ｨ ｨｰ04ｨｬ, ｨｪｨ 0106 ｨ 04ｨｰｨｹ 09ｨｬ020504ｨｬ03, ｪ ｨｮｨｰ ｨ 02ｨｰ ｨｹ02ｨｪ 00ｨ ｨｺ0106ｨｪｨ 05ｨｹ01 ｪ 0005ｨ 09ｨｪ04ｨｦ ｨｬ ｨｹ ｨｪ06ｨｨｨｬ02ｨｪｨｪ ｨｬｨ. 0008ｨｰ ｨｨｨｰ ｨｰｨｨ0302ｨｬ, 0506ｨ ｨｨｨｰ ｨｺｨ ﾂ0209ｨｰ0906 ｨｨ 04ｨｪｨ 02ｨｰ 0905ｨ 09ｨｰｨｹ 09ｨｨ05ｨｹｨｪ ｨｨｨｬｨｨ0103ｨ, 06ｨ 0704ｨ ｨｰ0205ｨｹｨｪ ｨｪｨｨｨｰ ｨｪ060904ｨｦ 09ｨｰｨｨ05ｨｹ Givenchy ｭ 00 Givenchy 0209ｨｰｨｹ ｨｰ06 ｨｨ 0209ｨｰｨｹ ｨｬｨｮ05ｨ ｨｪ060906ｨｦ ｨｺ0603ｨｨ03 [01ｨｨｨｺ0605ｨ 0209ｨｨ ﾂ, 2002, ]. 7ｬ ﾂ02ｨｰｨ 02ｨｬ0609ｨｰｨｹ ｨｬ ｨｦ ｨｨ ｨ ｨｺ ｨｮｨ 08ｨｪｨ ｨｨｨｰｨｨｨｺｨ ｨｬ0603ｨｪ0609ｨｰｨｹ ｨｺｨｮ07ｨ ｨｰ ｨ ｨｰｨｹ 00ｨ ｨ ｨｨｨｺ06ｨｬ 06ｨｰ 0601ｨｪ ｨｨ04ｨ ｨｦｨｪ0208ｨ, ｨｨ05ｨｨ ｨｰ06ｨｰｨ 0505ｨｮｨｺ (total look), ｨｰ ｨｴ ｨｪ06ｨｦ 01ｨ 08ｨ ｨｺｨｰ0208ｨｪ06ｨｦ ｨ 02ｨｪｨｪ0609ｨｰｨｹ06 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺ ｨ 0802ｨｪ01ｨ ｨｪｨｨ06 05ｨｰ06ｨｦ 04ｨ 01ｨ ﾂｨｨ 0905ｨｮ03ｨｨｨｰ ｨｮ06 06 ﾂ ｨｹ 0906 ﾂ02ｨｰｨ 02ｨｬ0609ｨｰｨｹ ｨｬ ｨｦ ｨｪ02 ｨｰ0605ｨｹｨｺ06 09ｨｪｨｮｨｰ08ｨｨ ｨｪｨｪ06ｨｦ ｨｺ ｨｺ02ｨｨｨｨ, ｨｪ06 ｨｨ 09 ｨｺ ｨｺ02ｨｨ07ｨｬｨｨ ｨｰ, ｨｰ0608ｨｮ06 ｪ ｨ ｨｪｨｨ ｨｨｨ 05ｨｹｨｪ ｨｪ0706ｨｴｨｨ01 ｨｺ ｨｺ02ｨｨ06 05ｨｨｨｪｨｨｨｦ ｨ ｨｺ ｨｮｨ , ｨｺｨｮ01ｨ 09ｨｺ0506 ﾂｨ 06ｨｰ ｨ ｨｮ09ｨｹ, 09ｨｮｨｬｨｺｨｨ, 0802ｨｬｨｪｨｨ, ｨｮｨｺ08ｨ 0302ｨｪｨｨ07, 06 ﾂｨｺｨｨ, ﾂｨ ｬ4 02ｨｨ ｨｨ00ｨｨ02ｨｨ080609ｨ ｨｪｨｪ0609ｨｰｨｹ ｨ 0802ｨｪ ｨｪ0609ｨｪ06ｨｬ ｨｺ06ｨｪ0202ｨｪｨｰ08ｨｨ08ｨｮ0709ｨｹ 09 ｨｺｨ ｨｰ ｨｨ ｨｰ-ｨ ｨｰ ｨｺ09, ｨｰ-ｨ ｨｰ02 ｨｨ 01ｨｨ0000ｨｮ04ｨｪ0402 ｨ 0802ｨｪ0104, 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ02 ｨｬｨ 08ｨｺｨｨ ｨｰ08ｨ 01ｨｨ02ｨｨ06ｨｪｨｪ06 01ｨｨ ｨｨ00ｨｨ02ｨｨ08ｨｮ06ｨｰ ｨ 09ｨｨ09ｨｨｨｬ0609ｨｰｨｨ 06ｨｰ 0002ｨｪ010208ｨｪ0401, 00ｨｮｨｪｨｺ02ｨｨ06ｨｪｨ 05ｨｹｨｪ0401, 09ｨｨｨｰｨｮｨ 02ｨｨ06ｨｪｨｪ ｨ 02ｨｪｨｪ0609ｨｰ02ｨｦ ｨｨ ｨ ｨｮ01ｨｨｨｰ0608ｨｨｨｦ. 06ｨ ｨｺ, ｨｪｨ 0708ｨｨｨｬ0208, ｨｰ ｨ 07 ｨｬｨ 08ｨｺｨ Kenzo ｨ 02ｨｰ ｨｺ ｨｺ02ｨｨｨｨ ｨｪｨｴｨｨｨｪ (Kenzo Femme) ｨｨ ｨｬｨｮ03 ﾂｨｨｨｪ (Kenzo Homme), MaxMara 08ｨ ｨ 06ｨｰｨ 02ｨｰ ｨｰ0605ｨｹｨｺ ｨｪｨｴｨｨｨｪｨ ｨｬｨｨ, Dolce & Gabbana, 04ｨ ｨｨｨｪｨｰ ｨ 0903ｨｨ09ｨｹ ｨｬ ｨｬ 0706ｨｰ0802ｨ ｨｨｨｰ020502ｨｬ, ｨ 05ｨ 05ｨｨｨｪｨｨ06 ｨｬ ｨｪ06ｨｦ D & G. 04ｨ 0409ｨｨｨｰｨｨ02 ｨｨｨｪ01ｨｮ09ｨｰ08ｨｨｨｨ 06ｨｰ010401ｨ, ｨｬ060809ｨｺｨｨ01 ｨｺ08ｨｮｨｨ ｨｰｨｨｨｬｨｮ05ｨｨ080609ｨ ｨ ｨｪｨｨ02 ｨｮ04ｨｺ0600ｨｮｨｪｨｺ02ｨｨ06ｨｪｨ 05ｨｹｨｪ

12 13ｨ 0802ｨｪ010609, ｨ ｨｪｨｪ ｨｬ ｨｪｨｨ02ｨｬ ｨｪｨ ｨｬ ｨｨ , ｨｰｨ ｨｺ, ｨｪｨ 0708ｨｨｨｬ0208, ｨｨ05ｨｨ09ｨｹ Versace Mare ｨｨ Byblos Mare. 05ｨｰ0802ｨｬ0502ｨｪｨｨ02 ｨｺ ｨｬｨｮ 06ｨ 08ｨ 04ｨｮ 03ｨｨ04ｨｪｨｨ, 08ｨ 0409ｨｨｨｰｨｨ02 ｨｨｨｪ01ｨｮ09ｨｰ08ｨｨｨｨ ｨｰｨ ｨｨ 00ｨｨｨｰｨｪ0209ｨ ｨ ｨｪｨｨ ｨｬｨｪ ｨｺ0605ｨｨ ﾂ0209ｨｰ09ｨ ｨｰｨｨ09ｨｪ ｨｨｨｪｨｨｨｦ ｨｮ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ010609: Versace Sport, DKNY Sport, SportMax, D & G Sport, Trussardi Sport, Pal Zileri Sport ｨｦ03ｨ 07 ｨｰ02ｨｪ0102ｨｪ02ｨｨ ｨｪ ｨ ｨｨ04ｨｪ ｪ 0906ｨｰ08ｨｮ01ｨｪｨｨ ﾂ0209ｨｰ0906 ｨｺ06ｨｬ07ｨ ｨｪｨｨｨｦ, ｨｮ04ｨｺ ｨｨｨ 05ｨｨ04ｨｨ08ｨｮ06ｨｴｨｨ ｨｪｨ 08ｨ 0408ｨ ｨ 06ｨｰｨｺ02 ｨｨ ｨｨ ｨｰ ｨｰｨｨ09ｨｪ06ｨｦ ｨｪ 01ｨｨ04ｨ ｨｦｨｪ0208ｨ ｨｬｨｨ. 06ｨ ｨｺ, ｨｺ06ｨｬ07ｨ ｨｪｨｨ07 Adidas ｨｨ0005ｨ 09ｨｨ05ｨ 01ｨｨ04ｨ ｨｦｨｪ0208ｨ ｨｨ 08ｨ ｨｬ06ｨｬ06ｨｰ06 (Joshi Yamomoto) ｨ ｨｪｨｨ07 ｨｬ0601ｨｪ06ｨｦ 05ｨｨｨｪｨｨｨｨ ｨｰｨｨ09ｨｪ0401 ｨｰ0609ｨ Joshi Yamomoto for Adidas. 0806ｨｪ ｨｨ ｨｰ ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨｪ0102ｨｪ02ｨｨ07 01ｨｨ ｨｨ00ｨｨｨｺｨ 02ｨｨｨｨ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨｺ ｨｺ06ｨｪ02ｨｮ ｨｨ090205ｨ ｨｺ ｨｮ09ｨｰ06ｨｦ ﾂｨｨ0906ｨｬｨｮ ｨｰ0607ｨｪｨｨ06 ｨｬ0601ｨｪ06ｨｦ ｨｨｨｪ01ｨｮ09ｨｰ08ｨｨｨｨ, ｨｺ060001ｨ 09ｨｪｨｮｨｰ08ｨｨ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺ ｨｬｨ 09ｨｮｨｴ0209ｨｰ09ｨｮ06ｨｰ ｨｰ08ｨｨ 0708ｨｨｨｪ02ｨｨ07ｨｨｨ 05ｨｹｨｪ0401 ｨｪｨ 0708ｨ ｨｪｨｨ ｨｨ04ｨ ｨｦｨｪ02 ｨｬ0601ｨｪ06ｨｦ : 06ｨｰ ｨｺｨｮｨｰ0608, ｨｰ-ｨ ｨｰ02 ｨｨ 01ｨｨ0000ｨｮ04ｨｪ0402 ｨ 0802ｨｪ0104, ｨｺｨｮ01ｨ 09ｨｺ0506 ﾂｨ 06ｨｰ ｨｰ ｨｨ ｨｰ0802ｨｰｨｹｨｨ 05ｨｨｨｪｨｨｨｨ ｨｰ-ｨ ｨｰ02, ｨ ｨｰｨ ｨｺ0302 ｨｮ04ｨｺ0600ｨｮｨｪｨｺ02ｨｨ06ｨｪｨ 05ｨｹｨｪ ｨｨｨｪｨｨｨｨ ｨｮｨｴ0209ｨｰ090609ｨ ｨｪｨｨｨｨ 01ｨｨ0000ｨｮ04ｨｪ ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ010609, ｨｮｨｬ0209ｨｰｨｪ ｨｰｨ ｨｪ0609ｨｨｨｰｨｹ0907 ｨｪｨ ｨｨ09ｨｰ0608ｨｨｨｨ ｨｨ ｨｪｨｨ07 05ｨｰ ｨｰ0208ｨｬｨｨｨｪｨ. 02ｨｨ0000ｨｮ04ｨｪｨ 07 ｨｰ020608ｨｨ07 (diffusion theory), ｨｨ05ｨｨ ｨｰ020608ｨｨ07 08ｨ ｨｰ08ｨ ｨｪ02ｨｪｨｨ07, ｨｰ ｨｰｨ 09ｨｪ06ｨｦ ﾂｨ 09ｨｰｨｹ06 ｨｺ06ｨｬｨｬｨｮｨｪｨｨｨｺｨ 02ｨｨ06ｨｪｨｪ06ｨｦ ｨｰ020608ｨｨｨｨ ｨｨ ｨｨ ｨｹ04ｨｮ02ｨｰ ｨｨ09ｨ ｨｪｨｨ ｨ 08ｨ ｨｰ08ｨ ｨｪ02ｨｪｨｨ07 ｨｨｨｪｨｪ0609ｨ 02ｨｨｨｦ, ｨｪ ｨｨ0102ｨｦ ｨｨ05ｨｨ 0708ｨ ｨｺｨｰｨｨ- ﾂ0209ｨｺｨｨ01 08ｨ 0408ｨ ｨ 06ｨｰ06ｨｺ 09ｨｪｨｮｨｰ08ｨｨ ｨｨｨ 05ｨｹｨｪ06ｨｦ 09ｨｨ09ｨｰ02ｨｬ04 09 ｨｰ02 ﾂ02ｨｪｨｨ ｨｪｨｪ ｨｨ0601ｨ ｨｬ02ｨｪｨｨ [Rogers, 1983] ｨｪｨｪｨ ｨ ｨｺｨｰｨｨｨｺｨｮ ｨｬｨ 08ｨｺ02ｨｰｨｨｨｪ00ｨ 02ｨｴ ｨｨｨｪ [Arndt, 1967; Bass, 1969; Frank, Massy, Morrison, 1964; King, 1963; Robertson, 1967; Silk, 1966], 01ｨｨ0000ｨｮ04ｨｪｨ 07 ｨｰ020608ｨｨ ｨｮ ﾂｨｨ05ｨ 03ｨｨ0806ｨｺ ｨ ｨｰ08ｨ ｨｪ02ｨｪｨｨ02 ｨｨ 0708ｨ ｨｺｨｰｨｨ ﾂ0209ｨｺ ｨｨｨｬ02ｨｪ02ｨｪｨｨ ｨｪｨｨｨｨ 09ｨｰ08ｨ ｨｰ0200ｨｨｨｨ ｨｬｨ 08ｨｺ02ｨｰｨｨｨｪ00ｨ ｨｪ ｨｮｨｺｨｰ0609, ｨｪｨ 0708ｨ ｨｪｨｪ06ｨｦ ｨｪｨ 0708ｨｨ ﾂ02ｨｪｨｨ ｨｰ02ｨｪ02ｨｨｨ 05ｨｹｨｪ0401 ｨｪ0609ｨ ｨｰ (innovators) ｨｨ ｨ ｨｰ020502ｨｦ (early adopters) ｨｬｨｨｨｪ 0001ｨｨ0000ｨｮ04ｨｪ0402 ｨ 0802ｨｪ ｨｨｨｬ02ｨｪｨｨｨｰ0205ｨｹｨｪ06 ｨｺ ｨｪ ｨ ｨｨ04ｨｪ0209ｨｮ ｨｨ ｨｪｨ ﾂｨ [Moore, Fernie, Burt, 2000, p. 933], ｨｺ060001ｨ ｨｨ ｨｨ ｨｹ0204ｨｪ0402 ｨｨ04ｨｬ02ｨｪ02ｨｪｨｨ ｨｰ08ｨ ｨｰ0200ｨｨｨｨ 08ｨ 09ｨｰ070302ｨｪｨｨ07 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨC ｨｰｨ ｨｺｨｨ02 ｨ 0802ｨｪ0104, ｨｺｨ ｨｺ Gucci ｨｨ Pierre Cardin, ｨ 09ｨ 05ｨｨ 05ｨｨ0202ｨｪ04ｨｨｨｨ ｨｪｨ ｨｨ ｨｹ040609ｨ ｨｪｨｨ02 ｨｬｨ 0806 ﾂｨｪ ｨｨｨｬ02ｨｪｨｨ 0708ｨ ｨｺｨｰｨｨ ﾂ0209ｨｺｨｨ 0506ｨ 06ｨｬｨｮ ｨｨ ｨｨｨｰ ｨ 06ｨｦ ｨｺｨ ｨｰ ｨｨｨｨ 0706ｨｰ0802ｨ ｨｨｨｰ0205ｨｹ09ｨｺｨｨ ｨｮｨｺｨｰ0609, ﾂｨｰ ｨｨ ｨｺ ｨｪｨｨ06, ｨｪｨ 0708ｨｨｨｬ0208, ｨｰｨ ｨｺ ｨｪ06ｨｪ0902ｨｪ09ｨ, ｨｺｨ ｨｺ 0601ｨｪ0608ｨ ｨ 03ｨｨ00ｨ 05ｨｺｨｨ Gucci ｨｨ05ｨｨ ｨｨ0008ｨｮ03ｨｺｨｨ ｨ ｨ ｨｺ Gucci [060509ｨｮ01, 2002, ] ｨｮ05ｨｹｨｰｨ ｨｰ02 ｨｺ ｨｬｨ 0806 ﾂｨｪ0602 ｨｨｨｬ07 Gucci 0708ｨｨｨｪｨ ｨ ｨｪｨ ｨｨｨｬ02ｨｪ0609ｨ ｨｪｨｨｨｦ ｨｮｨｺｨｰ ｨ ｨｪ ｨ 09ｨｰ070302ｨｪｨｨ02 ｨ 0802ｨｪ01ｨ ｨｪｨ ｨｪ ｨｮｨｴ0209ｨｰ0902ｨｪｨｪ04ｨｦ ｨｺ09ｨｺ050604ｨｨ09ｨｪ0609ｨｰｨｨ ｨｨ ｨｰｨｨ03ｨｮ, ｨｴｨｨｨｬ0907 ｨｪ0206ｨｰｨｲ02ｨｬ0502ｨｬ04ｨｬｨｨ ｨｺｨ ﾂ0209ｨｰ09ｨ ｨｬｨｨ 01ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ010609, ｨｪ ｨｮ ｨ 06ｨｰ08ｨｨ02ｨ ｨｰ0205ｨｹｨｪ06ｨｬ 0905ｨｨ07ｨｪｨｨｨｨ ｨｰｨ ｨｺｨｨ01 08ｨ 09ｨｰ070302ｨｪｨｨｨｦ ｨｪｨ 09ｨｰ06ｨｨｨｬ0609ｨｰｨｹ ｨ 0802ｨｪ01ｨ. 0201ｨｪｨ ｨｺ ｨ ｨｹ ｨｨ04ｨ ｨｦｨｪ020809ｨｺｨｨ01 ｨ 0802ｨｪ ｨｰ ﾂ02ｨｰ05ｨｨ ｨｪｨｨ- 39