• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.7
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• pp.851-861
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• 1998

The present study examined the consumer's evaluations of apparel quality and price, and the brand recognition according to the consumer's decision making styles(quality-conscious, brand-conscious, and price-conscious consumers). The two hundred and three subjects were asked to evaluate the quality and price of the two almost identical experimental blouses except for brand labels. One was the national brand, Keith and the other was the private brand, Ivy house. Also, the subjects were asked to answer if they recognize these two brands. The data were collected by self-administered questionnaire and were analyzed by frequency, percentage, one-way ANOVA, two-way ANOVA, and factor analysis. The results of the study were as floows: (1) Examining the perceptions of product qualities, generally speaking, all three types of the consumers evaluated the national brand's qualities more highly than those of the private brand. However, in-part, the price-conscious consumers evaluated some product charac-teristics more highly than those of national brand: touch of fabric, sewing, and the hemline finishing. (2) Investigating the perceptions of product prices, All three types of the consumers evaluated the price of the national brand more highly than that of the private brand. Among those, the price-conscious consumers recognized the price of the national brands most expensively. (3) Identifying the brand recognition of the two brands, the brand-conscious consumers showed the highest brand recognition and the price-conscious consumers showed the lowest brand recognition in both national and private brands, 51.9% of the total respondents identified the private brand showing comparatively high brand recognition. (4) Examining the relationship between the demographic factors and the consumer decision making styles, the monthly household income was statistically significant. Namely, 71.4% of the brand-conscious consumers have the monthly household income of 3,000,000 Won or higher which means that the higher monthly household income, the higher tendency to be brand-conscious consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.2
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• pp.315-329
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• 2016

The $21^{st}$ century is the age when the revolution of digital technology enables two-way communication and when emotional values are emphasized. Thus, it exerts influence on the fashion industry and fashion communication. Along with fashion shows, advertising and displays, many fashion brands have increased the use of fashion films. For that reason, this study examines the characteristics of fashion films made by fashion brands, based on the frame work of persuasion communication. For the research, literature reviews and internet website research were done and films of Chanel, Prada, Kenzo and Alexander Wang were analyzed. The definition and types of fashion films were redefined as terminology varied throughout previous studies prior to analyzing each case. As a result, a fashion film would be redefined as 'a digital image which a fashion brand publishes to consumers for the promotion of brand comprehension'. Also, five fashion film types, 'short film', 'campaign film', 'animation film', 'brand film' and 'show film' were redefined. The analysis provided three communication characteristics: reliability, engagement and intuition. First, reliability is attained when a fashion brand (sender) delivers brand message to consumers (receiver) consistently and unitedly. Second, engagement is attained when the type of fashion film (channel) delivers creative image features such as format, music, video technique to attract consumers' interest. Lastly, intuition is attained when a fashion brand (sender) delivers a message akin to brand identity and deepens consumers' understanding. In addition, this study tried to identify the unique usage tendency of brands that could serve as practice guidelines for other fashion brands.

• Culinary science and hospitality research
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• v.16 no.3
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• pp.66-75
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• 2010

The purpose of this study is to examine the competitive positions of five coffee shop brands(i.e., Starbucks, Coffee Bean & Tea Leaf, Hollys, Angelinus, and Tom N Toms) in Korea. For this study, data were gathered from the residents of Seoul, Busan and Daegu from September 22 to October 11, 2009. In order to accomplish the purpose of the study, MDS was utilized to investigate differences in customer's perception of the position of five coffee shop brands. The results of positioning analysis showed that there was competitive relationship between Hollys and Angelinus. Also, the positioning of Tom N Toms was close to Hollys and Angelinus. However, Starbucks, the market leader, and Coffee Bean & Tea Leaf, the market follower, were their own identity in their brands. According to the result of the study, it will be helpful for the marketers who need to establish a marketing strategy. Future studies could include other various variables and more thorough investigation into them.

• Journal of the Korean Society of Costume
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• v.62 no.8
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• pp.28-44
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• 2012

The aim of this research is to examine the tendency of national tastes reflected in global SPA brands based on the theories of Gans' taste culture and Bourdieu's cultural capital. In this study, the leading global SPA brands such as H&M, ZARA, GAP and UNIQLO can be considered as a representative taste culture as well as an icon of popular culture in the $21^{st}$ century global fashion and also the aesthetic taste of each brand differentiated from their national aesthetic values based on socio-cultural backgrounds. H&M represents fashionableness, practicality and environmental friendliness based on naturalism, democratic humanism, and functional practicality of Sweden. ZARA emerges as the most trend oriented brand as well as customer centered on the basis of cultural diversity, passion and glamorous artistic sensibility of Spain. GAP shows American iconic style, which is the functional sports casual wear, originated from American leisure culture and mass production. Lastly, UNIQLO represents high-tech functionalism and practical simplicity based on Japanese delicate workmanship and simple, concise lifestyle while relatively does not much follow the fashion forward trends. Consequently, the national taste has been proved as a solid foundation to identify each global brand. This should be the key component also applied to Korean global brands for developing their concepts and strategies more successfully based on our own national aesthetic taste.

• Journal of the Korean Society of Costume
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• v.62 no.8
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• pp.45-54
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• 2012

The increase in the consumption of outdoors sportswear is not because of an increase in sales from hiking enthusiasts but rather the general public's desire to wear them as everyday clothing. We expect that the market for the outdoors sportswear will grow gradually as people feel the need to wear extra outerwear for protection from wind everyday. Furthermore, as the consumers' demands for these outerwear increase, their desire for more variety increases as well. Five prominent domestic brands were chosen for the analysis. The selection method included two factors: 1) the brands with the highest sales figures in the last five years 2) brands that were mentioned most frequently in fashion articles (i.e apparel news, fashion biz) from 2009 to 2011. the goal is to analyze each of the brands' different concepts of outerwear design so that the results from the analysis can be used to develop better more diverse products in the market and satisfy with the consumers' need. In the end we have to develop better technology and more diverse designs in order to meet the increase in consumers' need. They are interested in sportswear and functional clothing; we have to satisfy their need. for diverse selections in their outerwear and this is especially the case with consumers in their teens and twenties.

• Fashion & Textile Research Journal
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• v.19 no.4
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• pp.434-447
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• 2017

This study investigated the effects of influencing factors on the sales volume of apparel products. Based on previous studies, weekend effect, discount rate, and meteorological factors including daily average temperature, rainfall, sea level pressure, and fine dust were selected as independent variables to calculate their effects on sales quantity of apparel products. The daily sales data during 2015 - 2016 were collected from casual brands and outdoor brands which "A" apparel manufacturing company had operated. The actual data of "A" company were analyzed using SAS(R) 9.4 and SAS(R) Enterprise Miner 14.1. The results of this study were as follows: First, the influencing factors on total sales volume of apparel products were proved to be the weekend effect, discount rate, and fine dust. Second, the analysis of influencing factors on sales volume of apparel products according to season showed: 1) In casual brands, the average temperature had a significant influence on the sales volume of spring/summer products, and the sea level pressure affected the sales volume of summer/fall/winter products significantly. 2) In outdoor brands, the average temperature and the fine dust had a significant influence on the sales volume of all season's products. The sea level pressure affected the sales volume of summer/fall/ winter products significantly. The weekend effect and the discount effect affected the sales volume of apparel products partly. Third, the effect of rainfall was not proven significant, which was different from the results of past studies.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.426-438
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• 2016

The purpose of this study was to examine whether or not social media could have influence upon diplomatic activities and become effective means of diplomatic communication, focusing on the communication channel of public diplomacy. Study subjects were 301 foreigners from 42 countries in 7 continents, and influencing relationship among the fondness of social media-utilized public diplomacy cultural contents, country images and country brands was examined, together with its effectiveness. The results attained are as follows: First, all independent variable except interactivity and immediacy had significant influencing relationship with the fondness of public diplomacy cultural contents. Second, the fondness of public diplomacy cultural contents had significant influence upon country images, whereas country images had significant influence upon the fondness of country brands and the loyalty of country brands. Based on study findings, the influence of social media as effective means of communication of public of diplomacy policy in the 21st century was confirmed. In addition, This study contribute to expansion of public diplomacy research area from pre-exisiting study and provide basic information to future activities.

• The Research Journal of the Costume Culture
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• v.24 no.1
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• pp.67-78
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• 2016

The Indonesian population is estimated at 250 million and ranked as the world's fourth-largest. It is also one of the world's largest Muslim nations. Seventy percent of the population of Indonesia is young consumers in their 20s and 30s. In additions, Indonesian consumers have recently developed a great interest in fashion in general and Korean fashion in particular. This paper addresses issues related to young Indonesian consumers' clothing behavior in terms of clothing image, clothing style, body image, clothing and attitudes toward Korean fashion brands. The survey method was used as a primary research instrument. All measurements were adapted from the existing scales from previous studies. A total of 172 questionnaires were used for the final statistical analysis. Empirical results showed that Indonesian consumers' preferences regarding clothing image were new, casual, humorous, futuristic, soft, interesting and active. In terms of style, Indonesian consumers scored high in their preferences of casual and classic styles. With regard to body image, Indonesian consumers have significant concern for their appearance and body, but at the same time they are more satisfied with their body shape. More than half of the respondents had experience in purchasing Korean fashion products. Indonesian consumers recognized the clothing image of Korean fashion brands as new, futuristic, and hi-tech. Furthermore, they perceive the clothing style of Korean fashion brands as casual, feminine, and sexy. Korean fashion brand purchase intension was significantly influenced by recognition and preference of Korean fashion brand.

• Journal of the Korean Society of Costume
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• v.50 no.3
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• pp.161-178
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• 2000

This study intended to provide the visual basic data of efficient fashion advertising for Missy Brands in the 21 th by investigating and analyzing the creative strategy related to expression of fashion advertisement. The Research methdologies were as follow. First, the change of domestic advertising industry, theoretical background of the creative strategy and the condition and problems in the domestic Missy market were studied through the relevant fashion advertisement and periodical publications. Second, the content analysis was done using the advertisement of Missy Brands in Fashion magazine, " ELLE" which were published from 1992 to 1998. (3/6/9/12). The results were summarized as follows: First, the ELLE's analysis results were to increase in number of the advertisements for the teenager Brand fro 1993 and for the I.B.(Imported Brand) or L.B(License Brand) from 1995. As a result of the analyses, we suppose that a number of advertisements are proportional related to the sales of Brands. Second, the re were significant differences between D.B. (Domestic Brand) and I.B(Imported Brand) or L.B.(License Brand ) in the change of creative strategy for Missy Brands advertisements. The creative strategy of D.B. ads was used more importantly in linsuistic message than in visual message. On the contrary, the creative strategy of I.B.(L.B) ads, attached importance to the visual message(photo). Third, the ads of TIME showed ads, effect to have relevance to sales. The creative strategy of TIME ads. appeals to consumer for consistent Brand image, at the same time reflects the distinctive Brand image from the other. This study was suggested the creative strategy change of TIME through the visual data base.data base.

• Journal of the Korean Society of Costume
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• v.66 no.1
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• pp.135-154
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• 2016

The purpose of this study is to research the characteristics and types applied to Korean and foreign luggage brands, and then develop pattern designs for the luggage by applying Korean cultural contents that meet the various fashion needs of travel goods. To select the Korean and foreign luggage brands, a web search was utilized by inputting the keyword, 'luggage brand'. The results, which were extracted from 200 web documents, produced 27 Korean brands and 29 foreign brands that met the requirements. For the data analysis, images and contents were collected through luggage brand websites, and then 927 pattern designs were extracted. The results were as follows. First, characters, figures, animals, and plants were commonly used for the pattern design motifs applied to Korean and foreign luggage. A notable trend was that these motifs were expressed in a stylistic way with a graphic touch. Also, a singular point was formed from the luggage overall, and regularly repeated patterns were very common as well. Secondly, pattern designs for luggage were developed through the application of 'Hangul', 'Hanbok', and 'Hanok'. Nine kinds of patterns were designed via the phases of change into a vector image and color adjustments, and were simulated in luggage design. Adobe Photoshop CS 7.0, and Adobe Illustrator CS 5.0 programs were used for the pattern designs and simulations. This study is meaningful in that it suggested pattern designs for different kinds of luggage in the motifs of Korean cultural contents. It can be used as a useful reference, as we are in a time period where travel goods have become individualized, advanced, and fashionable, as well as laying stress on original design based on cultural interpretation.