• 복식문화연구
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• 제8권4호
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• pp.611-622
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• 2000

The purposes of this study are as follows. First, it is to review the features of discount stores that are expected to grow rapidly and continuously due to their low price, low cost, bulk purchase, and multiple shops, and to pinpoint problems arising from the establishment and position of the stores. Second, it is to analyze relevant issues in regard to the present status of fashion good distribution in discount stores by studying the situation, structure and problems of domestic fashion distribution along with the present status of the distribution in discount stores, and to suggest directions for the development of fashion distribution and discount stores. A positive study was carried out on the buyers of big domestic discount stores through one-to-one interviews focusing on the distribution of fashion products within Seoul and the Metropolitan area. The following is the directions for the development of clothing distribution and discount stores ; 1. The relative importance of fashion goods in a discount store will be increased with the tendency of fashionable and differentiated shops ; 2. The GMS or category killers will be established from around 2003 when the market is expected to become saturated with a great deal of discount stores. 4. Discount stores will change and reform without being restricted to a certain existing industry or business condition, and distribution channels will diversify over the border. The demand and supply system will be balanced based on a global marketing which will be adjusted on the international level.

• 복식문화연구
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• 제14권4호
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• pp.647-656
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• 2006

A purpose of this research was to analyze an effect of discount stores image on brand equity of fashion brand. One hundred ninety-four women living in Seoul and its suburb were surveyed for this study. For data analysis, descriptive statistics, factor analysis, multiple regression, and ANOVA were used for this study. As the results, first, discount stores image was classified into five factors such as convenience, service, store atmosphere, familarity, and easy use. Second, brand equity was divided into three factors such as brand loyalty, perceived quality and brand recognition. Generally, discount stores images were correlated with brand equity factor. Third, results revealed that service, easy use, convenience, and familarity were 32% of the explained variance in brand loyalty. Also, store atmosphere convenience, service, and easy use were 26% of the explained variance in perceived quality. Results revealed Store Atmosphere and easy use, and familarity were 21% of the explained variance in brand recognition. Based on these results, discount stores in private brand marketing strategies would be suggested.

• 복식문화연구
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• 제8권1호
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• pp.15-29
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• 2000

Nowadays every part no company continues to gain the upper hand of a competitive superiority. Strategic Alliances between companies have been rapidly increased to preoccupy a market. The purpose of this study is to find devices of strategic alliances for the competitive distribution environment of Korean fashion industries. This reseach has been done by the literature review of the related articles, books, and the case studies in domestic markets as well as foreign ones. Strategic alliances are business relationships established by tow or more companies which cooperate out of mutual need and share risk in achieving a common objective. Today the purpose of international strategic alliances is to be competitive in global markets by meeting of exceeding new standards for products and technology use. Various types of alliances are occurred and this situation will be more common and generalized since one parter's weakness is offset by the other's strength. Strategic alliances are characterized by being horizontal, collaborative, and mutually beneficial to all parties. When used in good faith, the strengths gained in a strategic alliance are great. Therefore retailer should find that to gain faithful partners is important and should effort positively to enrich alliances based on a mutual belief. Finally, to become a company for leading the global market, it is necessary that we operate strategic alliances mixed foreign investments and domestic technology with local distributions.

• 한국의류산업학회지
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• 제10권3호
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• pp.289-297
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• 2008

This paper was to examine the salesperson's service that the consumer demands in different types of fashion retailing formats including department store, discount store and outlet store. Data has been collected from June to August in 2005 in Pusan and Seoul on subject of 1000 adult over18 years old and 979 pieces were used to analyze. Data analysis was conducted by factor analysis, regression using the SPSS statistics package program. Services in common in 3 fashion retailing formats were "individual concerning", "kindness, courtesy/customer respect", "quick correspondence/convenience", and "product knowledge". Unique services that consumer demanded for the department store were professional and polite attitude; for the discount store, honesty and convenience for refund and exchange; for the outlet store, wide range of product selection. The results has shown that the part of salesperson's service dimensions influenced the consumer's purchase, repurchasing intention and the level of satisfaction. Therefore fashion marketers need to carefully implicate operation and service management depending on the retailing formats.

• 한국의류산업학회지
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• 제6권6호
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• pp.815-824
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• 2004

학계에서나 업계에서도 패션에 민감한 상품의 상품구색계획이 체계적이고 객관적으로 연구된 사례는 찾아보기 힘들다. 이 연구의 목적은 현장에서 실제 사용되는 상품 구색 모델을 연구하여 개념적인 상품구색 모델과 조합함으로써 여성복 유통 바이어에게 제안하는 상품구색모델을 개발하기 위한 것이다. 개념적인 상품구색모델을 개발하기 위해서 이 연구는 문헌들에서 발견되어지는 상품구색 활동들에 대한 단편적인 묘사들을 IDEF0 모델링 분석 도구를 이용하여 수집하고 분류하였다. 실제 사용되는 상품 구색 모델을 개발하기 위해서 백화점과 유통전문점에서 근무하는 10명의 유통 바이어들과 인터뷰했다. 인터뷰 내용은 IDEF0 분석도구에 의해 개념과 연구 요인들에 의해 분류되고 요약되었다. 요약한 내용은 인터뷰 대상자들에 의해 검증되었고 실제 사용되는 모델을 위해 재구성되었다. 5명의 전문가들이 개념적인 모델과 실제 사용되는 모델을 비교하고 관계분석과정을 거쳐 최종적으로 제안 모델을 완성하였다. 최종 제안 모델에 포함된 모든 업무활동의 유효성과 신뢰성 검증을 위한 설문지를 인터뷰 대상자들에게 보내어 검증과정을 거치었다. IDEF0 모델 상의 추상 개념 단계에서 상품구색모델과정은 (가) 문제 인식, (나) 정보 조사, (다) 상품의 질적 평가, (라) 상품의 양적 평가, (마) 상품 선정, (바) 계획 수립의 단계로 정리되었다.

• 한국의류학회지
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• 제17권2호
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• pp.265-279
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• 1993

The channel of distribution exists for the purpose of moving product from the manufactuerer to the final consumer. In order to satisfy consumer needs, channels provide for the those products to arrive at the right place, at the right time and in the quantity, quality and price desired. Currently, there has been an emerging interest in the improvement of distribution system in many areas of industries and Korean government because of a market liberalizatiion begun at 1989 and still has processed step by step. In the wave of market liberalization, an understanding of the channel of distribution and structure would be very crucial when developing the opportunities of competitive advantages in Korean apparel industry. The purposes of this study were to investigate the determinants of the distribution channel and to identify how to respond to the market liberalization for developing the possible future strategies in the apparel industry. Data for this study were obtained from interviews with managers in apparel company in addition to a questionnaire mailed to over 106 middle management position of apparel company. Data were analyzed by using descriptive statistics. The results of this study were summarized as follows. 1. In the distribution channel of the apparel industry, a vertical marketing system, comprising producer, apparel company, retailer, prevailed without intermediaries such as wholesalers or vendors. Especially, the apparel company controlled marketing channel members. This type of system may reflect added product cost and may be not advantageous to retailers and consumers because most apparel companies are responsible for its own transfortation, storage and stocks after season. 2. In the view of market liberalization, most apparrel companies showed double-edged viewpoints. In terms of positive aspect, it would give stimulus to broaden variety of fashion merchandise and to improve product quality of fashion merchanise which were the most disadvantageous factors in competing with oversea's brands. In terms of negative aspect, it would bring the bankruptcy of small or medium sized apparel firms and the foreign products' penetration in domestic market. From this study, severel recommedations were suggested forward to improve the present condition in apparel industry. They included eliminating the power of apparel company and reinforcing middlemen for more efficient distribution system and for satisfying consumer needs in rapidly changing environment. Also it included government supports, reinforcement of information system, improvement in channel structure, and career development program in conjunction with apparel companies and academic society for improving scientific management and future potential strategies in Korean apparal industry.

• 유통과학연구
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• 제13권7호
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• pp.85-90
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• 2015

Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.

• 한국산학기술학회논문지
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• 제20권9호
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• pp.279-289
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• 2019

2018년 연간 애완용품의 온라인쇼핑 거래액은 8,223억 원으로 4% 증가년 전과 비교하여 4배 이상 급증하였고, 반려동물과 관련된 지출액 중 반려동물 관련 패션잡화, 내구재 등에 대한 지출규모가 증가하고 있어 반려동물 용품시장은 성장세를 이어갈 것으로 보고 있다. 이러한 추세에 따라서 본 연구는 반려동물에 대한 애착도가 반려동물 용품 구매속성에 미치는 영향과 구매속성과 만족, 행동의도간의 영향관계를 확인함으로써 성장하는 반려동물 관련 시장에 마케팅적 시사점을 제공하고자 실시하였다. 반려동물을 키우고 있는 사람들 중 반려동물 용품(미용/목욕 용품)을 구매해 본 적이 있는 173명의 응답자를 대상으로 설문조사를 실시하여 SPSS 22.0과 AMOS 21.0을 이용하여 확인요인분석과 경로분석을 실시하였다. 분석 결과, 반려동물에 대한 애착도는 반려동물 용품 구매속성인 가격적절성, 품질, 디자인, 평판, 판매환경에 유의한 영향을 미치는 것으로 나타났다. 구매속성과 만족, 행동의도간의 관계에서는 구매속성 중 가격적절성, 품질, 판매환경은 만족에 유의한 영향을 미치나 디자인과 평판은 영향을 미치지 않는 것으로 나타났다. 만족은 행동의도에 유의한 영향을 미치고 있다. 이러한 연구결과를 통해 반려동물 용품 시장에서는 주인의 선호도에 따른 디자인이나 평판보다는 반려동물의 특성에 따른 제품품질과 가격적절성, 이용 및 접근이 용이한 판매환경을 고려해야 함을 알 수 있다.

• 한국의류학회지
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• 제38권4호
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• pp.455-466
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• 2014

This study examines the effectiveness of CSR through the expectancy disconfirmation theory. The change of CSR belief after a corporate social irresponsibility (CSIR) crisis was investigated in terms of activity timing (proactive activities before CSIR crisis/reactive activities after CSIR crisis). Study 1 explores the influence of CSR belief perceptions formed through usual CSR activities on CSR belief decline after a CSIR crisis and the moderating effect of CSR activity types. Higher CSR belief perceptions are formed through usual CSR activities that result in a large CSR belief decline. The moderating effect of CSR activity types on CSR belief decline is found. Volunteer activity has the strongest depending effect on CSIR crisis. Study 2 explores the influence of CSR belief perceptions formed through CSIR crisis on a CSR belief incline after CSR activities and the moderating effect of CSR activity types. The lower CSR belief perception after CSIR crisis results in a high CSR belief incline after CSR activities. The moderating effect of CSR activity types on CSR belief incline is found. Cause-related marketing has the strongest overcoming effect on a CSIR crisis.

• 한국의상디자인학회지
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• 제9권1호
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• pp.173-187
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• 2007

The purposes of this study were to examine the consumer's behavior on the brands applying the characters by gender, age and residential district, and then to propose the future planning of brands applying the characters and distribution strategies. From Junior on middle school to forty-year olds were selected for this study and areas were grouped to five for comparing the residential distinction. The questionnaire was consisted with 25 questions. Nominal scale and 5-interval scale were used for analysis. The SPSS 12.0 was used to analyze the technical statistics such as average, frequency, t-test, ANOVA, and $x^2$. The results of this study were as follows : 1) The characters influenced on remembering the brand's name regardless gender, agen and residential district. 2) When consumer bought the brand with character, the most important factor is the brand name recognition. 3) It would be desirable to use the one or two mixed methods which express the characters on the clothes. 4) When they distribute the character brands, they would supply more feminine characters in 3rd district, more manly one in 4th district and less quantities in the 3rd and 4th district for lowering inventory. The next must be follow to succeed the character using strategy of fashion brands. It is needed to segment the target for new character creation of specific generation, and to grasp the point of the trend which oriented by the target, and to reflect what they like and what they feel sympathy on character image and brand concept.