A Study on Children's Wear Brand Positioning according to the Fashion Life Style of Missy Woman

신세대 주부의 의생활 양식 유형에 따른 아동복 상표 포지셔닝에 관한 연구

  • Ku, Yang-Suk (Dept. of Clothing & Textiles, Kyungpook National University) ;
  • Lee, Seung-Min (Dept. of Clothing & Textiles, Kyungpook National University) ;
  • Park, Hyun-Hee (Dept. of Clothing & Textiles, Kyungpook National University)
  • Received : 2000.08.16
  • Published : 2000.11.30

Abstract

The purposes of this study were to identify the brand positioning of children's wear according to fashion life style and to construct brand positioning maps by using multidimensional scaling (MDS). A total of 222 responses were collected from married women aged 25 to 35 through questionnaire. Cluster analysis on fashion life style factors identified three groups: Fashion Indifference group (34%), Fashion & Individuality Oriented group (27%) and Rationality Oriented group (37%). ANOVA revealed significant differences among the three groups on the six fashion life style factors. MDS analysis showed that three segmented groups evaluated nine children's wear brand for seven attributes(color, design, price, utility, quality, brand name, fashion).