The Brand Image and the Benefit of 20’s Female Apparel Market(PartII) -Positioning Strategy of Brand Image in 20’s Female Apparel Market according to Benefit Segmentation-

20대 여성정장의류의 편익과 상표이미지에 관한 연구(제2보) -편익 세분화에 따른 20대 여성정장의류의 상표이미지 포지셔닝 전략 연구를 중심으로-

This study intended to analyse the factors of brand image and brand image positioning of domestic 20’s female apparel(formal wear) among the consumer groups segmented by benefits sought in apparel and to provide marketing strategy of brand image. The subject of this study were 605 working women in their 20’s living in seoul, and the model sampling was done by convenienced sampling method based on the subjects age and occupation. Survey based on references and former studies was used. and statistical methods such as frequency, percentage, mean, factor analysis, preference regression were applied. The results of this study were as follows. 1. The factor structures of brand image were classified into symbolism/aesthetics, and practicality. 2. Perception, ideal preference vector, and brand preference of brand image were proven to be significantly different among the four segmented consumer groups.