Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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The Impact of Benefit Sought on Store Attributes and Brand Loyalty of Children's Clothing Line in Global SPA Brands

추구 혜택이 글로벌 SPA브랜드의 유·아동복 제품에 대한 점포 속성 평가 및 브랜드 충성도에 미치는 영향에 관한 연구

  • Kim, Go-Eun (Fashion Design Major, Graduate School of Design, Kookmin University) ;
  • Lee, Eun-Jung (Dep. of Fashion Design, College of Design, Kookmin University)
  • 김고은 (국민대학교 디자인대학원 의상디자인 전공) ;
  • 이은정 (국민대학교 조형대학 의상디자인학과)
  • Received : 2016.01.01
  • Accepted : 2016.03.28
  • Published : 2016.04.30
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Abstract

The purpose of this study is to explore the effectiveness of marketing strategies of children's clothing line for global SPA brands among Korean consumers. The following factors were evaluated as the dependent variables: benefits sought, store attributes, and brand loyalty. We employed a survey method to test our research questions. The subjects of our survey were mothers with preschool kids between 2 and 7 years who had purchase experiences of children's clothing lines of global SPA brands. The major findings are as follows: First, among the three factors of benefits sought ('trend'/'brand value'/'practicality'), the 'trend' factor only positively impacted the 'product' factor, which is part of the store attributes. 'Practicality' and 'trend' factors had a positive effect on the 'service' factor of store attributes. However, all three factors of benefits sought had no impact on the 'store' factor, and 'practicality' and 'trend' factors had positive effects on the price factor of store attributes. Second, 'practicality' and 'trend' factors among the three factors of benefits sought, had positive effects on brand loyalty. Third, the 'product', 'price', 'store', and 'service' factors had a significant positive effect on brand loyalty in decreasing order. Suggestions from our results for national SPA brands are as follows: National SPA children's clothing lines should focus more on unique designs and unique marketing strategies better reflecting Korean consumers' interest and needs in competing with their global counterparts.

Keywords

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