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

The Korean Society of Clothing and Textiles (한국의류학회)
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Consumer's Perception of Types of Fashion Film

국내 여성복 브랜드의 패션필름 유형에 따른 소비자 인식차이

  • Ahn, Sang Ah (Dept. of Fashion Design & Textiles, Inha University) ;
  • Shin, Mi Hye (Dept. of Fashion Design & Textiles, Inha University) ;
  • Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
  • 안상아 (인하대학교 의류디자인학과) ;
  • 신미혜 (인하대학교 의류디자인학과) ;
  • 이현화 (인하대학교 의류디자인학과)
  • Received : 2015.03.10
  • Accepted : 2015.06.02
  • Published : 2015.08.31
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Abstract

This research investigates consumer responses to different types of fashion film used in national women's wear brands. The content analysis was conducted as a preliminary study for women's wear fashion brand based on the 2012/2013 fashion brand yearbook. Three types of fashion film (Wearing Apparel Products, Brand Advertising and Storytelling were used as stimuli for the present study. We analyzed 224 data gathered using SPSS 22.0. The results showed significant differences among types of fashion film in regards to film attitude, product evaluation, creativity, information literacy, re-watching intention and word of mouth intention variables. This study revealed that the Brand Advertising type received the most positive evaluation in many aspects. Especially, the Storytelling type received the most positive evaluation in creativity. Wearing Apparel Products type gained high points in information literacy. The present study helps brand managers determine a fashion film that best suits each brand characteristics.

Keywords

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