• Journal of Fashion Business
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• v.9 no.6
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• pp.160-174
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• 2005

Despite the decrease in the number of children due to low birth rate, the domestic children's apparel market has been achieving steady growth as family income is rising thanks to more opportunities for working women, parents spend more on their children, and they prefer brand products that make their children look special. In addition, the market is suffering from hard competition as large enterprises have joined the race. The present study purposed to survey the children's apparel market in Korea, which is in a transitional period, and to contribute to the development of the market with Korean brands. For this purpose, we analyzed the characteristics of children's apparel brands in the 21st century based on the current state of the domestic children's apparel market and, based on the findings, forecasted the future trend of children's apparel brands, suggested improvements for expected problems, proposed standards for coping with changes such as diversification, high quality and differentiation in the children's apparel market, and provided consumers with information on how to purchase products. According to the result of analyzing the characteristics of children's apparel brands in the 21st century, brands are categorized largely into four types - life cultural brands, functional product brands, character brands and brands advancing to China. Life cultural brands equipped with all necessities for children are expanding, and with the deepening social problems of environmental pollution and the reduction of the child population, functional products made of environment-friendly materials are spreading widely, targeting infants and children. Furthermore, for extending age targets and diversifying products, children's apparel is using characters. The use of characters is expected to have a considerable effect on the growth of brands because children are more subjective as consumers than before and they are more easily persuaded with characters. Domestic children's apparel brands advancing to China have a high expectation of success in overcoming the limitation of the local market that has reached its peak and growing into global brands. Korean apparel makers are struggling to overcome the depressed domestic market, to recover consumers' consumption, to cope with market opening, to pursue high value of sensibility and to expand the seniors' market, etc. In this situation, future trends of children's apparel brands will be the expansion of family brands, brand totalization, quality price, niche market (pre-teen market), etc. In response to these trends, we made the following suggestions for improvement. 1. Children's apparel brands are evolving into family brands as well as into total brands through voluming. Today, however, apparel makers are advancing to the children's apparel market with the concept of adults' apparel and, as a result, children's apparel is merely adults' apparel of reduced size, having problems in design, color and materials. Thus, apparel makers must develop design considering the wide range of size and the characteristics of children's apparel, strengthen sourcing abilities to create revenues, and make thorough survey of customers to find common denominators between adults' apparel and children's apparel considering that characteristic that the target class is different from the buyer class. Furthermore, they must make active investments in human resources, develop outstanding products through advanced planning and design, and support marketing techniques and management systems to stores. 2. As the declining birth rate will continue to have a negative effect on the market, it may be difficult to expand the market size but there is still a margin for growth through high-sensibility and high-quality products. The competitiveness of brands is determined by their market shares. Accordingly, concepts should be specialized according to lifestyle, customers' diverse needs should be satisfied, and cross-coordination should be achieved within a brand. 3. Considering Korean parents who do not spare investment in their children despite shrinking consumption, functional products must be high value-added goods that can enhance efficiency. However, in the current situation of the infants' apparel industry where a textile manufacturer supply its products to multiple brands, it is difficult to develop unique products only based on materials. Thus, it is considered urgent to appeal to consumers not by relying on materials only but by finding methods of applying their own characters to children's dress.

• The Research Journal of the Costume Culture
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• v.14 no.5
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• pp.790-801
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• 2006

This study analyzed features of elements that compose a logo of inner wear brands to get the following results: First, it was found that "elegance" was the most frequently used word to express the concept of inner wear brands to be followed by words like dignity, high-end and aristocratic, words emphasizing femininity, such as feminine, romantic and sexy, words emphasizing practicality, such as convenient, practical, modern, functional and reasonable, and words emphasizing hygiene, such as clean, healthy and hygienic. This suggests that consumers nowadays pursue image more than functional aspects in the shopping of inner wear and consumers' pursuit of such values is reflected in the concept of inner wear brands. Second, unlike logos for outerwear brands that generally used initials of brand name, word-type logos for inner wear brands used the full name of brands, thus suggesting that they put more emphasis on delivery of information rather than on the symbolic aspect. In case of combining characters with concrete objects, they were found generally to use objects that give an soft, elegant and feminine image, such as flowers, woman's head and ribbons. Third, colors in the series of pink and red seemed to be used to convey the concept of inner wear brands that pursue such images as romanticism, femininity, elegance and sensibility, while colors in the series of blue, black and grey for such concepts as functionality, practicality, simplicity, health, hygiene and refinement. With reference to typeface used in the design of logos, unlike outerwear brands of which 83% use sans serif typeface for logos, relatively high percentage of inner wear was found to use typefaces of serif series to stress feminine flexibility and delicacy and give the image of elegance and classical tenderness. With reference to language used in logo naming for inner wear brands, 33 brands were found to use English and only three brands used Korean among the 36 brands surveyed. Even with inner wear brand logos that have Korean name, it was found that they used English in the use of logo marks. Like the result of previous studies, the result of this study indicates that methods to design brand logos for clothing should be incessantly sought in a way to build brand power as an important component to represent concept or function of brands and reinforce brand image.

• Journal of Distribution Science
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• v.11 no.9
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• pp.5-15
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• 2013

Purpose - The research aim is to shed empirical light on whether quality-focused retailer brands such as Premium brand of Tesco Korea, Prime of Lotte Mart, and Best of E-Mart in the grocery market, make a contribution to developing store loyalty in the Korean market particularly. Research design, data, methodology - After developing sixconstructs, such as higher quality, stock availability, price levels, national brands, retailer brand attitudes, and store loyalty, the authors adopted exploratory factor analysis, confirmatory factor analysis, chi-square test and structural equation modelling as a research technique. Results - It was found that higher quality strongly influences the retailer brand attitude formation, and that retailer brand customers were sensitive to price levels. Buyers are, nevertheless, relatively less aware of price levels, when purchasing quality-oriented retailer brand types. Conclusions - The research implied that quality-oriented retailer brand types make a significant contribution to retailer brands attitude formation, and further, building store loyalty.

• Journal of Wellbeing Management and Applied Psychology
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• v.3 no.3
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• pp.15-19
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• 2020

Consumers exposed to aesthetic brands can not only experience sensory pleasure but also lead to strong customer loyalty. Furthermore, aesthetic brands can expect to lead to the overall experience of the brand. They include the brand's sensory, emotional, behavioral and intellectual experience. Since aesthetic brands related to the sensory representation of customers, consumers exposed to aesthetic brands can expect to have a meaningful impact on the overall experience of the brand. The study will select aesthetic brands that distributed in Korea and then compare the aesthetic characteristics of each brand. It also seeks to verify the brand attractiveness, consistency, prominence and influence of brand motifs on the brand's sensual, emotional, behavioral and intellectual experience. To verify the influence between variables proposed in this study, we would like to conduct a multiple regression analysis. SAS 9.4 used to verify the hypotheses proposed in this study. Cronbach's α measure to verify reliability of each measurement item. In particular, brand attractiveness and brand motif can verify empirically to confirm that they play an important role in inducing brand experience.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.10
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• pp.1701-1716
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• 2010

This is a follow-up study of "A study on the color image of baby's wear brands". This study was performed to classify the style images and analyze the style and color images of 7 baby wear brands that suggests how their harmony and consistency identify their clothing images. In order to classify the style image, questionnaires were organized with 40 pieces of the style board of 7 brands and 20 baby wear images adjectives. The total 324 copies were used to survey students who majored in fashion design. Questionnaires were analyzed by factor analysis from the SPSS 12.0 package program. The results of this study are as follows: First, the style image of baby wear brands was classified by 4 factors, 'loveliness', 'chic', 'liveliness', and 'pureness'. This was similar with the results of the color images that were surveyed in advance of this study. There were different characteristics for the style image of 7 baby wear brands. Second, gender (boy, girl, and new-borns) affected the style image and not season. Third, the harmony and consistency of the style and color image of 7 baby wear brands were different. It was possible to identify the clothing image of 5 baby wear brands by consistency and harmony in style and color images. However, it was evaluated that 2 baby wear brands were needed to plan the style and color image closely as well as harmoniously to make their clothing image definitive.

• Journal of the Korean Society of Tobacco Science
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• v.16 no.2
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• pp.163-171
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• 1994

This experiment was conducted to investigate the discrimination of cigarette brands and the similarity between Korea and America cigarette brands by near infrared spectra. Statistical tools such as principal component analysis (PCA) and mahalanobis distance(M.D) were used. The discrimination rate of the Korea and the America cigarette brands, determined by position number which was calculated with PCA and M.D, was 94% and 87%, respectively. The spectra of the 10 America cigarette brands were selected by averaging 5 sample spectra for each brand and another 5 spectra for each brand were investigated to use as the sample spectra. Comparing the sample spectra with the selected spectra by M.D using 410-1090 nm, 1110-1850 nm and 1970-2490 nm wavelength, the discrimination rate which was determined by the closest M.D between the sample and the selected spectra was 100% when each spectra was investigated on the same time. But the discrimination rate decreased 50% when the sample and the selected spectra were investigated on the different time. Excluding 1970-2490 nm wavelength, the discrimination rate increased up to 90% when the sample and the selected spectra were investigated on the different time. Comparing the spectra of Korea cigarette brands with those of America cigarette brands by M.D using only 410-1090 nm and 1110-1850 nm wavelength, the spectra of Expo(G) was similar to Winston, Vantage(U.L) and Benson & hedges(M.), the spectra of Hanaro(D) was similar to Carrel, Winston(L), Vantage(U.L), \Vantage and Carrel(L), the spectra of Hanaro(L) was similar to Winston(L) , Carton, Vantage and Carmel(L) and the spectra of Pinetree was similar to Kent, Kool, Kent(G.L), Merit and Benson & hedges(L), respectively. Key Words : NIRS, cigarette brands discrimination

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.11
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• pp.1719-1732
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• 2009

A firm seeking to enter a foreign market must make an important strategic decision of which market entry mode to use. Because entry modes involve resource commitments, the initial choice by a firm on a particular entry mode is difficult to change without a considerable loss of time and money. Substantial prior research has been undertaken to explain why firms select a particular entry mode into global markets. However, there exists limited research on this area in the field of foreign apparel brands in Korea, although some research has analyzed influential entry mode factors when Korean textile and clothing companies went overseas. This study reviews prior research on the entry mode choice and analyzes the factors that influence the entry mode choice for 510 foreign clothing brands in Korea. Price range, clothing types, distribution strategy, and cultural distance were considered as influential determinants for different entry mode choices. Crosstabs with a chi-square test and logistic regression are used for analysis. This study shows that high-priced brands and luxury brands are associated with the export orientated entry mode in the Korean market. Brands that pursued the strategy of multiple distribution channels showed a preference for a licensing mode or direct investment over other entry modes, and brands from higher-cultural-distance countries entered the Korean clothing market by licensing mode. The findings of this study are appropriate for the strategic planning of foreign apparel intent on entering the Korean market or for Korean apparel firms planning to enter the global market.

• Journal of Korean Society for Quality Management
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• v.39 no.4
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• pp.486-499
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• 2011

Now, the Korean consumer market enters into the stage of the advanced country type's mature consumption, totally different from the consumption of the past, and among these changes, the quality enhancement and bipolarity of the consumption show clearly the rising trends together with the popularization of the Masstige Brand due to the big expansion of the quantity. Unlike the old luxury brands, available only to the rich people in the past, the Masstige Brands are tagged with reasonable and affordable prices and provide the consumers with the good quality and convenient sensibilities as good as the old famous brands, which have become new high-class brands for the middle-income class. As the middle-come people get more income and are eager to live a better life, the Masstige Brands rise fast. Therefore, the study is aimed at examining the consumer-related factors affecting the purchase of the Masstige Brands on the basis of the fashion brands. In other words, the factors affecting the formation of the positive purchasing intentions of consumers will be verified by examining the influence of such factors, as the consumer value, brand charisma, attitude and loyalty, the variables affecting the purchasing intentions of the Masstige Brands, which are found out through the proceeding researches. As the result of the verification on the assumption, it is found out that the consumer value has a positive influence on the brand charisma. Also, it is found out that the consumer value has a positive influence on the brand attitude. And, it is discovered that the brand charisma has a positive influence on the brand loyalty. It is shown that the brand attitude has a positive influence on the brand loyalty. Lastly, it is indicated that the brand loyalty has a positive influence on the purchasing intention of consumers.

• Fashion & Textile Research Journal
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• v.10 no.2
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• pp.181-190
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• 2008

Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as luxury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer's experiential marketing perception by analyzing the formation process of brand attitude. The path from experiential marketing strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust. Two sports brands were selected as stimuli brands, and a survey was conducted on 286 consumers in their 20s and 30s. The study validates the importance of sense/feel marketing for apparel brands as it had extensive effects on brand affect which is highly significant in the formation of brand loyalty. As a result of comparative analysis of brand attitude and the path model of its formation for two brands which were different in consumers' perception of experiential marketing brand activities, the study realized that the higher the level of perceived experiential marketing, the higher the levels of brand affect, brand trust and brand loyalty. In particular, for brands perceived as actively engaged in experiential marketing, the path from the perception of experiential marketing activity to brand loyalty was clearly segmented between sensibility and rationality as sense/feel marketing had significant effects only on brand affect, and act/relate marketing only on brand trust. This study verifies the positive effects of perceived experiential marketing activities of apparel brands on brand equity, and proposes the strategic appropriateness of experiential marketing that embeds sensibility and feeling appeals.

• Journal of Fashion Business
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• v.6 no.5
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• pp.87-95
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• 2002

The purpose of this study is to survey toddlers' apparel brands in Korea for operation of pattern work rooms, pattern sizes and uses of bodies and measurements, and thereby, provide for some basic data useful to development of toddlers' apparel prototypes and production of bodies. For this study, 13 domestic brands were surveyed. The results of this study can be summarized as follows; As a result of surveying the pattern work rooms, it was found that 53.8% of the sample brands employed a director of pattern work room, while 38.5% of them did not employed any pattern director. 7.7% of the sample brands employed two pattern directors. Such findings suggests that pattern works for toddlers' apparels are neither specialized nor differentiated as for adults' apparels, and therefore, that apparel production is not efficient. In view of the body profiles, only six brands possessed some or other bodies produced in Japan. The average breast size of No. 3 body was found 51.7cm, waist 48.4cm and hip size was 53.7cm. According to National Standard Body Size Survey Report, average breast size of three-year-old toddlers is 51.2cm, The average waist size is 49.5cm, and the hip size is 52.6cm. All in all, our toddlers' sizes are slightly different from Japanese toddlers', and so, it is deemed necessary to produce the bodies for our toddlers' apparels. As a consequence of surveying the measurements used for pattern production, it was found that five brands of the sample brands were using some or other 'body measurements', and another five brands were body measurements and apparel ones in parallel. All the brands sampled were found using some or other 'apparel measurements'.