Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Brand Image and the Benefit of 20′s Female Apparel Market(Part I) -The Clothing Behavior of 20′s Working Women by Benefit Segmentation-

20대 여성정장의류의 편익과 상표이미지 연구(제1보)-20대 직장 여성이 정장의류에서 추구하는 편익 및 편익 세분화에 따른 의복행동 연구를 중심으로-

  • 박혜원 (오산대학 의상디자인과) ;
  • 임숙자 (이화여자대학교 의류직물학과)
  • Published : 2000.08.01
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Abstract

This study intended to investigate the benefits sought in 2(i s female formal wear and the clothing behaviors of 20's working women segmented by the benefits of female apparel and to provide marketing strategy on the segmented market. The subject of this study were 605 working women in their 20's living in seoul, and survey based on references and formal studies was used. The results of data analysis are as follows: 1. The factor structures of the benefit sought in clothing products were classified into symbolismㆍaesthetics, and practicality. 2. Consumer groups were segmented into four groups by the benefit factors sought in clothing products. 3. Product involvement, fashion involvement, information search and brand loyalty were proven significantly different among the segmented consumer groups. Demographic variables and purchasing traits such as subjective social class, average monthly expenditure on clothing, and usage of fashion credit card or credit cards were proven to significantly different among the segmented consumer groups.

Keywords

References

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