• Journal of the Korean Society of Clothing and Textiles
• /
• v.29 no.5 s.142
• /
• pp.692-702
• /
• 2005

The purpose of this study was to explore global consumer behavior with fashion products, Korean fashion products, and Korean traditional fashion products (i.e., Han-Bok). Clothing selection criteria for fashion products and Korean fashion products were included as major constructs far the comparison among global consumers based on their nationality. Other consumer behavior variables were shopping place, buying frequency, purchase experience/plan, preferred brand, purchase items, information source, purchasing usage, and the product evaluation of Hanbok. A convenience sample of 236 global consumers was selected for this study. A questionnaire was pilot tested, and the revised questionnaire was used for the interview survey. Descriptive statistics and ANOVA were used for data analysis. Various nationality were existed such as Europe, North America, Japan, China, South East Asia. The results indicated that the most important criteria for fashion buying were design, fit, and size in order. Fit, size, and color item from buying criteria were significantly different among global consumers by nationality. Country of origin was found as less important factor among global consumers. Department store was most favorable shopping place, and once a month is the most mentioned category in buying frequency. Preferred brands were Levi's, Polo, Gucci, and Prada, etc. Secondly, regarding the evaluation of Korean fashion products, textile quality was highly evaluated. Significant difference except design/style category were existed among global consumers by nationality. Thirdly, regarding the evaluation of Hanbok, the product evaluation of Hanbok highly represented as special event clothing, unique image, beautiful details and oriental beauty in order. Significant difference in good quality of textiles, oriental beauty, coordination with good colors and fabrics, beautiful details and unique style and design were existed among global consumers by nationality. Managerial implications were discussed.

• The Research Journal of the Costume Culture
• /
• v.17 no.5
• /
• pp.878-885
• /
• 2009

The Y generation born between 1981 and 1995 is the largest consumer group in the United States. This study is to provide an insight of understanding Y generation's decision factors of purchasing Jeans and the fit issues. This study investigated their purchasing decisions factors, including fit, cost, brand, color, and the media/internet influences. It is revealed that the Y generation might have access to the internet, but they still rely more on their peers and savvy skills to decide what they purchase. They preferred to shop from the land based retail stores rather than the internet. The fit was the most important factor of their purchasing decision, but less concerns of the brand. In this study, 87% of them chose "fit" as the reason to buy a pair of jeans. Fit problems were related to the price category. This study suggests apparel manufacturers should understand Y generation's fit issues in the global market.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.36 no.4
• /
• pp.422-431
• /
• 2012

The influence of a marketing mix on the consumer purchasing process is well documented in academic fields; however, studies of when consumers purchase fashion brands or products in terms of the day-of-the-week effect and 10-days-of-the-month effect on various channels to a given brand in practice are limited in the fashion industry. This study empirically describes the purchase timing behavior for athletic shoes using daily sales data from a domestic brand in Korea from January in 2006 to December in 2010. The results show that Saturday and Sunday have significantly higher sales than weekdays. In addition, the first and third 10-days-of-the-month yield a higher sales volume than the second 10-days-of-the-month. The department store's sales volume (compared with discount and franchised stores) was higher in the first 10-days-of-the-month; however, the discount and franchised stores have a higher sales volume in the second 10-days-of-the-month. Three store types have no significant differences in sales volume for the third 10-days-of-the-month. Based on the results, in practice, marketers for a specific domestic brand can develop a new marketing expenditure plan, store supply plan, and cash-in and cash-out plan to maximize profits. This research can introduce constructs such as purchase timing distribution, the day-of-the-week effect, and the ten-days-of-the-month effect for the fashion industry.

• Fashion & Textile Research Journal
• /
• v.20 no.3
• /
• pp.343-352
• /
• 2018

The objective of this study is to investigate the market of fitness compression wear as well as to design an optimal fitness compression wear by analyzing the muscle and movement characteristics of the elderly women in Korea. In this regard, research for functional garments is needed to increase muscle activity of elderly people during physical exercise. Firstly, we investigated the brand, design, size, material, and pattern of fitness wear based on the market survey. Secondly, we identified preference, evaluation items, evaluation method, and pattern design method based on the literature review. Finally, in addition, the motion type, range, angle to improve the muscle strength of the elderly were investigated and the maximum muscle strengths of each motion were analyzed by using 2007 Size Korea data (n = 386). It is also designed for muscle fatigue through exercise and rapid fatigue recovery after exercise. The evaluation methods for fitness compression wear were classified as motor functionality, physiological comfort, pattern and material suitability evaluations. The muscle strength at leg (pushing force) and waist (lifting force) of the ages of 60 to 69 years old showed 239.3 N and 274.5 N, respectively, which were the lowest forces compared to younger age groups. By applying these results to the design process of fitness wear, it is anticipated that the fitness wear will have a proper fit to the body shape of elderly people in South Korea as well as it can increase muscle efficiency to promote physical capability and healthy life for senior people.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.36 no.8
• /
• pp.860-874
• /
• 2012

This study provides size information on current imported medical compression stockings in Korea. A total 20 brands from 6 countries imported and sold in the Korean on-off line markets were selected for this study and the sizing system of medical compression stockings was researched. The results of this study were as follows: there were size differences among different USA brands according to product type or compression class of medical compression stockings. To establish the sizing system for medical stockings of the German brands, the basic body measurements standard was set as cA, cY, cB, cB, cC, cD, cE, cF, cG, cH, cT, lD, lG, and lT. Italian brands developed the sizing system for medical compression stockings by compression class. In the Swiss brands, size types were sub-divided as 'Normal', 'Plus', 'Short', and 'Long'. The sizing 1 were confined within very narrow limits. There were differences of the basic body measurements between Taiwan brands. The results of the comparison of the size range of the imported brands with Size Korea (KATS, 2010) by two-way size distribution shows that the sizing systems of the imported brands were unsuitable for Koreans. To enhance the suitability of the sizing system for medical compression stockings, a new sizing system for Korean adult males and females needs to be established.

• Science of Emotion and Sensibility
• /
• v.18 no.4
• /
• pp.87-98
• /
• 2015

As SPA brands are growing in Korean apparel markets, they are extending their well-established brands into new markets (i.e., SPA brand extensions). To investigate psychological mechanism underlying SPA brand extensions, this study conceptually proposed such consumer information processing of SPA brand extensions as (1) perception of similarity between SPA brand extensions and their original brands and (2) evaluations on the SPA brand extensions (i.e., attitude and purchase intent). For hypothetical SPA brand extensions (high, moderate and low similarity conditions), perceived similarity was measured by using a eye-tracker and evaluations were assessed by using a self-reported questionnaire. The results reveal that the amount of external information searching for SPA brand extensions was larger in the following order: moderate, low and high similarity conditions. The depth of SPA brand information processing was also deeper in the same order. Evaluations on SPA brand extensions were higher in high and moderate similarity conditions than in low similarity condition. The findings suggest that the evaluations are affected by perceived similarity and the amount of cognitive efforts in processing SPA brand extensions.

• Fashion & Textile Research Journal
• /
• v.16 no.4
• /
• pp.614-624
• /
• 2014

This study is intended to offer basic data for developing outdoor clothing exported to China by identifying how Chinese consumers use outdoor clothing. To accomplish the objective, a survey was conducted on 300 male and female Chinese tourists in their 10s to 40s who have purchased outdoor clothing before. As more than twice as many respondents said they wear sweatsuit or everyday clothes for mountain-climbing instead of outdoor clothing, the necessity of outdoor clothing is obviously perceived at a low level. Among them, 57.4% wear outdoor clothing as townwear in everyday lives, and other respondents are dissatisfied with the design. Thus, it is necessary to develop townwear-style design. When buying outdoor clothing, wearability was the biggest consideration. Also, the first criteria for evaluating outdoor clothing was practicality for mountain-climbing activities. The functionality of outdoor clothing they needed the most was air permeability. As for outdoor clothing top, the main inconvenience was tightness around the neck. As for bottoms, it was tightness of pants when bending knees. In terms of areas to be improved, the No. 1 was unformed design. Thus, it is imperative to develop design of diverse styles. As the Chinese outdoor clothing market has grown significantly in recent years, the following should be executed by domestic companies before advancing to the market. First, they should form Korean brand image and boost the brand awareness with various activities, amid Korean Wave. Second, they should develop preferred designs among Chinese consumers and strengthen functionality of products, based on consumer survey.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.30 no.2 s.150
• /
• pp.221-232
• /
• 2006

The purposes of this paper were to identity the present condition of the imported fashion luxury brands' market arid to analyze the differences of marketing strategies according to the types of retailers. We selected 3 department stores, 5 luxury brands, 5 stores in Dongdeamun Market, and 5 internet luxury shopping malls, and conducted key informant survey to 20 experts. The brands in department stores consisted the goods according to VIPs' pre-orders, sales of the previous year, and fashion trends, and offered the differentiated customer services to VIPs. The stores in Dongdaemun Market bought the products from the parallel importers or imported the goods from the original nations of the brands by themselves. The goods in stock and steady sellers were comprised of the main portion of all products, and leather goods were dominated. The price of goods in stock was about $30\∼50\%$ lower than the normal price of department stores, but the new products' price was only about 10$\%$ lower than that of department stores. Luxury shopping malls could be classified into two types; one conducted both product buying and commission sale, and the other conducted commission sale only. In former case, however, the product buying portion was under 30$\%$. Product assortments and the price strategy were similar to the stores of Dongdeamun Market, and CRM was conducted partially.

• Fashion & Textile Research Journal
• /
• v.7 no.3
• /
• pp.283-290
• /
• 2005

The purpose of this study was to investigate the shopping condition of Dongdaemoon Shoppingmall. A depth interview was administered to eight consumers aged 10s through 30s who had shopping experiences at Dongdaemoon Shoppingmall. The contents of interview were about the reasons of preference for Dongdaemoon Shoppingmall, the merchandise categories purchased, assortment, price, shopping environment, and service offered by Dongdaemoon Shoppingmall. The results of this study were as follows: The reasons of consumers' Dongdaemoon Shoppingmall preference were reasonable price, variety of merchandise assortment, easy catch of fashion trend, entertainment place, and opening hour at nighttime. The mainly purchased items were casual and fashionable clothes. Children's wear was mainly bought item by housewives too. The unique design, similar merchandises sold at department stores and new style in early adoption of fashion cycle were perceived as positive aspects, but copied merchandises and large quantity of same merchandise as negative aspects. The fixed price system was not trusted by consumers. Consumers' complaints about shopping condition were crowded pathways and shopping booths, the lacks of facilities such as fitting room, toilet, lounge area, sales persons' service, and difficulty of using credit cards. From these results, some implications for marketing strategies and practices might be suggested. In order to improve the design variety of merchandises, marketers and apparel manufacturers should make efforts by managing merchandise planning, production, selling, and promotion cooperatively. Fixed price system, acceptance of credit cards, and merchandise return/exchange service should be improved. The training the salespersons was the most important and basic step and easy way to get to successful business.

• Fashion & Textile Research Journal
• /
• v.11 no.3
• /
• pp.390-398
• /
• 2009

The research purposes are (1) to identify male market segmentation based on fashion involvement, (2) to compare purchase intention of clothing items and store attribute evaluation at two different retail formats, department store and internet shopping mall, and (3) to compare the influence of store attributes on intention to purchase fashion products at two retail formats among segments. The data are collected from 275 male consumers through internet research institute. The major results of this study are as follows. First, the dimensions of fashion involvement are identified into external involvement and internal involvement. Male respondents present high mean scores on external involvement items, emphasizing social roles of clothing. Two involvement factors generate three market segments: high involvement group(32.4%), external involvement group(44%), and low involvement group(23.6%). Second, high involvement group shows higher mean scores on purchase intention of seven clothing items than low involvement group. Third, department store attributes are identified into four factors, product assortment, quality per price, service, and symbolic image, while internet shopping mall includes assortment & convenience, quality per price, and symbolic image. High involvement group again presents higher mean scores on each retail attribute factor than low involvement group. Finally, quality per price is the most significant variable to explain the purchase intention at department store among three market segment, whereas assortment & convenience and quality per price are important predictors to increase purchase intention at internet shopping mall. However, relative importance of each attribute variable is different among three involvement groups.