• Science of Emotion and Sensibility
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• v.20 no.2
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• pp.59-72
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• 2017

In the flood of information, many consumers want to choose the style that is suitable for their sensibility, which is usefulness and need for personalized services have been steadily increasing. This study made a video of personalized internet shopping mall and then university students (N=170) who have been using the internet shopping mall were asked to experience this and the change in consumer response was measured. According to level of personalization, this study found difference of web-site evaluation, satisfaction/internet behavior and quality evaluations of products. With regard to preferred types of internet shopping malls and the number of access, the difference was investigated. The results are as follows. First, subjects who experienced internet shopping mall of active personalization showed higher level of active personalization. Level of passive personalization differed depending on preferred types of internet shopping malls, for example, people who prefer online apparel shopping mall were low but people who prefer complex big shopping mall and social commerce were high. Second, after experiencing internet shopping mall of active personalization, satisfaction/internet behavior and quality evaluations of products did not change but passive personalization decreased and active personalization and web-site evaluation increased. Third, the number of access to internet shopping mall positively correlated with satisfaction/internet behavior and web-site evaluation, on the other hand, active personalization negatively correlated with satisfaction/internet behavior and web-site evaluation.

• Journal of the Korean Society of Costume
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• v.64 no.1
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• pp.136-151
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• 2014

This study systematically analyzed types of fashion brand application focusing on accounts created in Korea. While referring to 'Chanel' which has developed a fashion brand app for the first time in August of 2008, not only for App store by Apple Inc. of the greatest market share but also for Android market, the one and only competitor of App store, the study examined cases of fashion brand app in Korea and foreign countries which have been in service till August of 2013 since the year of 2008. To achieve the research goal, the study conducted a literature research and a case review, categorizing the app by their distinctive functions which were Basic Information, SNS, AR, LBS, Entertainment, Mobile Shopping and Live Streaming. As for the first function, Basic Information, it was considered to provide information on a brand such as prices, sizes and colors of products which should be the most fundamental function of a fashion brand. The function would include look book, catalogues, photographs and others of products, helping users of the app with their understanding on images and concepts of the brand. Second, SNS function was considered useful for its mobility and communication and with the help of theirs, the users share fashion information with each other. Third, AR function as in a filed of virtual reality would edit virtual objects to look real in an actual environment. This would eventually offer the users a chance to try for clothes virtually. The fourth function, LBS, would work with GPS to find a store closest from a present location. This would be a help when the users try to find stores holding promotion events or trails while hiking in mountains. The fifth Entertainment function would include all sorts of games and chances for the users to listen to music and keep fashion diaries. The sixth function, Mobile Shopping, would help the users purchase items online via the app as they would not visit a store in person. The seventh function, Live Streaming, would give the users chances to actually see fashion collections in real time, held all over the world in every season. Because of this function, not only fashion experts but also regular people have become able to enjoy the fashion shows. The distinctive characteristics of the fashion brand application discussed in the study will be a useful reference when any relevant fields try to design other new fashion brand application.

• Journal of the Korean Society of Costume
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• v.38
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• pp.193-211
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• 1998

Without a solid marketing system in placed, the fashion industry cannot flourish on out-standing design or technology alone. Even though the significance of collecting and analyzing information, merchandising, and retail distribution is recognized, these functions are not firmly rooted or prevalent in our industry. In contrast, Italy which possesses similar demographic traits such as the lack of natural resources and other physical factors has succeed-ed in globalizing its fashion market by responding swiftly and exercising flexiblity to its constantly changing consumer demand. This in turn has earned Italy the competitive edge in the global fashion arena. Italy's unique management skills and operation know-how, along with successful market strategies come into play in bringing competitiveness to Italy's fashion market. Firstly, smaller companies with ability to adopt swiftly to the ever changing market. Secondly, fashion friendly social environment. Thirdly, niche marketing through highly specialized system and differentiation. Fourthly, timeless innovation through intense corporate competition. Lastly, establishment of foundations to support the industry through diverse networking. The alone building blocks have formed a basis for erecting an unparalleled market with a reputation for excellence in design and quality in the global fashion world. This study has examined how Italy's fashion industry has evolved from an underdeveloped textile business into a cutting edge fashion in-dustry. Italy's unique business processes and practices were studied to come up with a collection and merchandising ideas in a niche market. By selecting this venue we are able to continuously grow and develop in a market with diverse consumer needs. To analyze the Italian fashion market, data from 3 institutions were utilized, namely, CIT-ER which has provided consumer trends and sales analysis, SITA,a data service provided statistics from the textile and apparel businesses, and NBI has also furnished valuable data. Italian consumer preference, buying behavior, consumer profile, retail channels and other related data from the above institutions has formed a backbone for market segmentation and target markets, and as a result, we were able to zero in on the type of consumer, produce, pricing and retail channels for our womenswear. Going forward the direction is to elevate product image and pretige, and create syn-ergy between related industries, and at the same note, in order to develop internationally recognized brands such as Max Mara and Benetton. Certain elements such as the specialization of the fashion industry, alon-g with fashion-related data base and systems support, and most importantly experts with acute fashion sense and capacity to analyze pertinent data are in need. I firmly believe that we can achieve Italy's level in the fashion market with support from the government and unrelenting effort within the industry itself, and hope that this report can prove to be useful.

• Journal of Distribution Science
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• v.13 no.7
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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.

• Journal of the Korea Fashion and Costume Design Association
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• v.9 no.3
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• pp.47-57
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• 2007

This study focused on the properties natural dyeing and natural material and on the development of functional material for well-being in apparel industry. Comus officinalis Siebold et Zuccarini is used as natural dyeing material which had been reported that have curable effect for unbalanced immunity, geriatric diseases like urinary tract system, diabetes, hypertension, arthritis, tinnitus, hyperhidrosis and women's diseases like hypermenorrhea. And this material also has anti-cancer effect so that can restraint cancer cells. 3 kinds tester of cotton, wool and silk are dyed by boiled with each dye (flower, fruits, bark of tree) as first dyeing and dried in the shade. These testers are done by post-mordanting method. Aluminium Potassium(Alk(SO4)2), Cuprie Sulfate($CuSO4{\cdot}5H2O$), Stannous Chloride($SnCl2{\cdot}2H2O$), Ferrous Sulfate($FeCl2{\cdot}4H2O$), Titanium Sulfate 24% aqueous solution(Ti(SO4)2) are used as mordants. Dyeing results of Comus officinalis Siebold et Zuccarini flower and bark are shown as yellow color series. And dyeing result of fruits is pink color series. Silk shows the best dyeing property. As the point of view for dyeing property, Ti, Sn, Fe would be the properchoice for mordant. Following results are extracted in this study. Yellow color is resulted in dyeing with Cornus officinalis flower as non-mordanting condition. Yellowish red color is come from dyeing with Comus officinalis fruit as non-mordanting condition. Grayish yellow tone is resulted in dyeing with bark as non-mordanting condition. Orange tone color with Ti-mordanting, green tone color with Sn-mordanting and gray tone color with Fe-mordanting is resulted respectively. However light-fastness of Comus officinalis(flower, fruit, bark) is very low as 1 or 2 level in non-mordanting condition, Comus officinalis flower dyeing is turned out 3 or 4 level and fruit dyeing is 4 or 5 level, bark dyeing is 2 or 3 level with Ti-mordanting respectively. Eventually Comus officinalis fruit has the best light-colorfastness property among all of dyes. dry cleaning colorfastness of Cornus officinalis(flower, fruit, bark) is good as 4 or 5 level in Ti-mordanting condition, perspiration-colorfastness of Cornus officinalis(flower, fruit, bark) is good as 4 or 5 level in Ti-mordanting condition, With these results, this study could conclude that dye-ability, colorfastness problem is getting better after mordanting process and practical usage would be possible.

• Archives of design research
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• v.12 no.4
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• pp.317-326
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• 1999

The Korean traditional color passed down over countless generations has surpassed both surpassed both time and space and continue today to breathe life into its people's everyday. In order to clarify the characteristics of Korean traditional color blue and red, we investigate the names of them and measured the color tones of textile remains in Chosun era. The characteristics of Korean traditional color blue and red have been surveyed by means of the examination of color names in many famous literatures in Chosun era. Korean terms for color tones were characterized by enormous variety of epithes crowned on them. The color names mentioned contain many unaccountable epithes which were characterized also deep colors and light colors were dominant in it. As a means of enhancing possibilities within limited colors, the commoners increased the names for varying tones of blue color group(32kinds) and red color group(40kinds). These "blue(indigo dyeing)' and 'red(safflower dyeing)' in Chosun era were shown very high frequency in use and the costume colors in Royal Court. With combination of these various blue and red colors they represented a thought of color based on Yinyang Theory and created a polished aesthetic taste. The color samples of textile remains in museum were measured and designated by Munsell color system and the ISCC-NBS color designation system. THe appeared rates were derived on Chosun era and features of colors using on the period were discussed. We aim to present specific recipes in indigo dyeing and safflower dyeing for using our apparel product and folk art.

• Journal of the Korea Society of Computer and Information
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• v.27 no.12
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• pp.239-249
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• 2022

This study attempted to categorize the motivation for participation in leisure sports and analyze the difference in consumer demand for leisure sports wear according to the type. As a result of the analysis, the functionality of the preferred material consisted of movement, comfort, and body temperature maintenance. When purchasing, the factors to consider were extracted such as basic emphasis, emphasis on flaunting, and emphasis on practicality. The improvement requirement was composed of basic function improvement and various function additional factors, and the purchase satisfaction factor was composed of three factors: brand, practicality, design, and functionality. Motives for participation in marine leisure sports were grouped into mania, leisure, and health types. As for the functionality of the preferred material, the mania type and leisure type preferred movement, comfort, and body temperature maintenance functionality over the health type. As for the factors to consider when purchasing, the mania type and leisure type had higher consideration for the factors of basic emphasis, ostentation, and practicality than the health type. In the improvement requirements, both basic function improvement and various function additions had the highest mania type and the lowest health type. In terms of purchase satisfaction factors, practicality and brand were found to have a high leisure type, and functional factors were found to have a high mania type. For the enthusiastic group, it is thought that product development should focus on functionality and additional functions, and health types should be focused on design and utilization.

• Journal of Korean Home Economics Education Association
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• v.34 no.4
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• pp.113-129
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• 2022

The purpose of this study is to propose implications by analyzing the textiles and clothing curriculum of vocational high schools. Literature and data were analyzed, surveys and FGI were conducted, and the following research results were derived. First, many schools chose 'Basic dress design' or 'Basic dress composition' as basic subjects. Through this, it was confirmed that technical training for practice is a priority for vocational schools, and that more discussion is needed regarding the lack of theoretical subjects. Second, similarly to the basic subjects, practical subjects offered are concentrated on 2 to 3 subjects. The teachers asserted that some subjects such as 'Knit apparel production' and the 'Leather and fur design production', which require a lot of equipment and advanced technology, cannot be offered without support from the government. Third, the NCS competency unit of the practical subjects is easy to proceed with the class or is closely concentrated on the type of manpower training presented by each department. Fourth, this study proposes that for technical education to expand students' choice, it is necessary to cultivate teachers competencies linked to the industry. The results of this study are expected to provide basic data on the organization of the next textiles and clothing professional curriculum and help understand vocational education at vocational high schools. In addition, it is believed that this study will contribute to developing and settling various subjects when the high school credit system is implemented by expanding students' choice of major-related subjects.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.15-26
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• 2010

Due to the globalization across various industries and cultural trade among many countries, oriental concepts have been attracting world’s attentions. In fashion industry, one's traditional culture is often developed as fashion theme for designers' creation and became strong strategies to stand out among competitors. Because of the increase of preferences for oriental images, opportunities abound to introduce traditional fashion goods and expand culture based business to global fashion markets. However, global fashion brands that include Korean traditional culture are yet to be developed. In order to develop a global fashion brand with Korean taste, it is very important for native citizen to accept their own culture in domestic apparel market prior to expansion into foreign market. Loungewear is evaluated to be appropriate for adopting Korean traditional details into clothing since this wardrobe category embraces various purposes which will easily lead to natural adaptation and wide spread use. Also, this market is seeing an increased demand for multipurpose wardrobes and fashionable underwear (Park et al. 2009). Despite rapid growth in the loungewear market, specific studies of loungewear is rare; and among research on developing modernized-traditional clothing, fashion items and brands do not always include the loungewear category. Therefore, this study investigated the Korean loungewear market and studied consumer evaluation toward loungewear with Korean traditional fashion design elements. Relationship among antecedents of purchase intention for Korean traditional fashion design elements were analyzed and compared between lifestyle groups for consumer targeting purposes. Product quality, retail service quality, perceived value, and preference on loungewear with Korean traditional design elements were chosen as antecedents of purchase intention and a structural equation model was designed to examine their relationship as well as their influence on purchase intention. Product quality and retail service quality among marketing mixes were employed as factors affecting preference and perceived value of loungewear with Korean traditional fashion design elements. Also effects of preference and perceived value on purchase intention were examined through the same model. A total of 357 self-administered questionnaires were completed by female consumers via web survey system. A questionnaire was developed to measure samples' lifestyle, product and retail service quality as purchasing criteria, perceived value, preference and purchase intention of loungewear with Korean traditional fashion design elements. Also, loungewear purchasing and usage behavior were asked as well in order to examine Korean loungewear market status. Data was analyzed through descriptive analysis, factor analysis, cluster analysis, ANOVA and structural equation model was tested via AMOS 7.0. As for the result of Korean loungewear market status investigation, loungewear was purchased by most of the consumers in our sample. Loungewear is currently recognized as clothes that are worn at home and consumers are showing comparably low involvement toward loungewear. Most of consumers in this study purchase loungewear only two to three times a year and they spend less than US$10. A total of 12 items and four factors of loungewear consumer lifestyle were found: traditional value oriented lifestyle, brand-affected lifestyle, pursuit of leisure lifestyle, and health oriented lifestyle. Drawing on lifestyle factors, loungewear consumers were classified into two groups; Well-being and Conservative. Relationships among constructs of purchasing behavior related to loungewear with Korean traditional fashion design elements were estimated. Preference and perceived value of loungewear were affected by both product quality and retail service quality. This study proved that high qualities in product and retail service develop positive preference toward loungewear. Perceived value and preference of loungewear positively influenced purchase intention. The results indicated that high preference and perceived value of loungewear with Korean traditional fashion design elements strengthen purchase intention and proved importance of developing preference and elevate perceived value in order to make sales. In a model comparison between two lifestyle groups: Well-being and Conservative lifestyle groups, results showed that product quality and retail service quality had positive influences on both preference and perceived value in case of Well-being group. However, for Conservative group, only retail service quality had a positive effect on preference and its influence to purchase intention. Since Well-being group showed more significant influence on purchase intention, loungewear brands with Korean traditional fashion design elements may want to focus on characteristics of Well-being group. However, Conservative group's relationship between preference and purchase intention of loungewear with Korean traditional fashion design elements was stronger, so that loungewear brands with Korean traditional fashion design elements should focus on creating conservative consumers' positive preference toward loungewear. The results offered information on Korean loungewear consumers' lifestyle and provided useful information for fashion brands that are planning to enter Korean loungewear market, particularly targeting female consumers similar to the sample of the present study. This study offers strategic and marketing insight for loungewear brands and also for fashion brands that are planning to create highly value-added fashion brands with Korean traditional fashion design elements. Considering different types of lifestyle groups that are associated with loungewear or traditional fashion goods, brand managers and marketers can use the results of this paper as a reference to positioning, targeting and marketing strategy buildings.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.12
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• pp.1903-1914
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• 2008

The purpose of this study was to propose an efficient and feasible global market entry strategy for the Korean apparel industry by analyzing the Italian fashion industry. In particular, the study investigated the role of foreign exhibitions and showrooms supported and organized by Italian fashion organizations. The methodology for this study was to analyze industrial reports, review previous studies and conduct in-depth interviews with 23 industry experts in Italy, Korea and LA. The results indicated that the most prominent factor in the Italian fashion industry was the fashion cluster, which is a strong and organic network of diverse fashion related areas No matter the size of the enterprise, firms can get practical, prompt and efficient support from diverse associations. The network operated by the associations provides strong support to each firm by organizing collections and exhibitions, and providing promotional activities. Showrooms and agents are another supportive "gate keeper", directly related to an enterprise's sales. However, Korean fashion firms did not have enough information or knowledge for foreign exhibitions, nor did they make aggressive promotional efforts in the global market. Despite the many fashion-related associations exist in Korea, their programs are too focused on visible accomplishments and are too oriented on "big company" and "big voice", rather than many "small firms". In conclusion, the Korean fashion industry-particularly the fashion industry in Seoul-has strong potential to become the center of the global fashion market in the future. However, the fashion support system that can act as the channel to promote firms and to meet global buyers needs to be supplemented. To feasibly create this system, government or industry associations should develop a strong and generous support system and network, and they must recognize the need for small firms to exist.