프로모션 매체로서의 Fashion Show에 관한 소비자와 주최자의 인식비교

Comparision of Fashion Show Effectiveness Perception as a Tool of Sales Promotion between Consumers and Sponsors

The purpose of this study was to identify and to compare the fashion show effectiveness between consumers and sponsors. The data were analyzed by using frequency, factor analysis, cross-tab, t-test and Kruskal Wallis with utilizing SPSS for Windows. The results of this study were as follow: 1. There was a favorable attitude towards fashion show itself but negative attitude towards possibility of purchasing clothes through fashion show. 2. Possibility of purchasing clothes through fashion show was very rare. Only 7.3% of consumers showed the experience of purchasing clothes through the show. 3. There were significant differences in the perception of watching fashion show purpose between consumers and sponsors. Consumers considered fashion show as more entertaining factor but sponsors considered show as more informative and sales promotion factor. 4. There was different recognition about purpose of having fashion show between consumers and sponsors. Sponsors utilized fashion show for the sales promotion medium but consumers recognized the fashion show as publicity for the company. 5. Sponsors showed more favorable attitude towards fashion show than consumers group.