• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.6 s.154
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• pp.880-891
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• 2006

This study is to be focused on the sportswear combining common wear with the design elements of activewear. The objectives of this study are four designers in compliance with the book of Ann Marie Fiore and Patricia Anne Kimle; Calvin Klein, Donna Karan, Ralph Lauren and Anna Sui and the times to be studied are limited to the early 21st Century from 2001 to 2005. Main results are as follow. This research divides sportswear into four groups; 'Function oriented style', 'Sensible style', 'Retro American sports style', and 'Street sports style'. Comparison of four designers' sportswear shows that Calvin Klein is function oriented, Donna Karan is function oriented and sensitivity driven, whereas Ralph Lauren focuses on retro American sports style along with function oriented characteristics. Anna Sui places emphasis on youth oriented street sports style. In terms of color, Calvin Klein and Donna Karan use White & Black and natural tone while Ralph Lauren uses pastel tone, and Anna Sui uses mostly vivid colors. In terms of material, Calvin Klein and Donna Karan use mostly elastic and synthetic materials whereas Ralph Lauren and Anna Sui use natural materials.

• The International Journal of Costume Culture
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• v.5 no.3
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• pp.173-183
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• 2002

The main focus of this study is to understand realities of postmodern consumer culture by deconstructing fashion advertisements, Calvin Klein's ck One and cK be. The metaphysics of critical theory, visual and textual analysis are used to deconstructing the ads applying one of the postmodern cultural critics, Baudrillard' s notion of hyperreality. Through deconstructing the ads five postmodern characteristics representing hyperreality were found. First, there is no message regarding functional characteristics of the product offered in the ad, which is far from the modernist's utilitarian Point of view. Hyperreality in Postmodern consumer culture is consumption centered and focuses on the product's symbolic meanings. Second, especially for cK be, the ad uses atypicai, irrelevant models and images, which are introduced as a concept of ‘real people’ rather than the ideal person or body type. Third, there are transformations of the meanings from cK one to cK be such as the notions of globalization and gender which clearly represent ongoing reality in the Postmodern culture. Fourth, there are hidden meaning of hedonism and relativism, which are prevalent in postmodern ideology. Finally, models' bodies are used to convey messages as well as form the ground and figure in the ad that is a significant characteristic of postmodern consumer culture. In conclusion, the study of Calvin Klein's fashion ads supports the notion that advertising mirrors reality in postmodern consumer culture, which is hyperreality.

• The Journal of Natural Sciences
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• v.8 no.2
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• pp.181-189
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• 1996

We investigated the relationship between the attitudes and brand preference on the expression techniques of advertisement of underwears and actual buying. A total of 233 females living in Seoul and Taejon were surveyed to compare these points of five major underwear brands (Vivien, Ravora, Wacoal, Calvin Klein, Let'xes).The survey showed that the responders reacted more positively to the revolutionary advertising techniques of the Calvin Klein, and Let'xes than to the more conservative techniques of the Vivien, Ravora, and Wocoal.The most positive response was obtained from the Calvin klein's revolutionary techniques while the most negative response from the Ravora. The most preferred brand was the vivien, followed by the Calvin Klein, Wacoal, Ravora, and Let'xes. The degree of preference varied according to the demographic variables like age, schooling, income, occupation, and residential area. As for the motive of preference, the Calvin Klein ranked best in respect to shape, quality, advertisement, and comfortability. The price factor was best for the Ravora. The Let'xes ranked worst in all aspects. However, there was discrepancy between the attitudes on advertisement and the actual buying, this implying that the attitudes on advertisement did not seem to directly affect actual purchasing behavior.

• Journal of the Korean Society of Costume
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• v.15
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• pp.217-231
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• 1990

The purposes of this study were to research 1) the background of origination, 2) the process of development and 3) the influences to modern clothing culture of American sportswear. The most Influential sportswear designers in America from beginning period to present : such as Claire McCardell, Calvin Klein, Ralph Lauren and Donna Karan were selected to study their life and achievements in the world sportswear market. The Results were as follows : 1) World War I & II have caused the greatest changes to modern history America became the center of world economy, society and culture. Politically, they have influenced democracy world-wide and raised the social status of women. The free American women enjoyed sports, Jazz drinking and car-driving. The advanced technology have accelerated mechanization and mass-production to the fashion industrv. 2) The above historical backgrounds have caused to change women's clothing to casual, practical and simple form. Dorothy Shaver at Lord & Taylor began promoting American designers who created the original American spirit. Claire McCardell created the seperated American sportswear to become world-wide fashion. Calvin Klein and Ralph Lauren, the sportswear designers who have the unique American feeling have come to have riches and fames equal to the top designers in Paris. 3) The American sportswear and fashion industry influenced Paris Mode, the traditional Haute Couture to open Pret-a-porter-a-porter. The concept of seperated coordination in American sportswear have promoted the advanced marketing techniques and merchandising systems to modern ready-to-wear industry. Fashion in 1980s have increased the mutual interdepedence between the American sportswear industry and the creative Paris Mode. And then, the fashion world in 1990s and 21C will be changed and developed on the basis of American sportswear mechanism.

• Journal of the Korean Society of Clothing and Textiles
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• v.19 no.1
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• pp.13-22
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• 1995

The objectives of this study were (1) to investigate the differences of evaluations of blue jean according to the level of apparel advertising acceptance, (2) to examine the differences of effect of brand Name on evaluations of blue jean, (3) and to investigate the differences of evaluations between Clothing and Textiles mojors and non Clothing and Textiles mojors. Questionnaire was comprised of 10 Likert type items of apparel advertising acceptance measure, and 11 items of 7-point scale for clothing evaluation measure. "Mcgreger" was selected for the blue jean evaluations of unrecognized brand, and "Calvin Klein" was for recognized brand. The subjects were 154 college female students in Seoul; 39 females were asked about evaluations of the blue jean of unrecognized brand name (Mcgreyer) without the brand name label, 40 unrecognized brand with the label, 41 recognized brand (Calvin Klein) without the brand name label, 34 recognized brand with the label. The data were analyzed using t-test, one-way ANOVA, and Duncan's multiple-range test. The results of the study were the followings: 1. Females with high scores in apparel advertising acceptance were more influenced by brand name in evaluations of blue jean than those with low scores. 2. The evaluations of blue jean was influenced by reputation of brand name in all evaluation criteria. Female group who evaluated the blue jean with recognized brand name label evaluated more positively than the other groups.an the other groups.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.1
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• pp.29-40
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• 1998

This study is to develope positioning strategy of fashion underwear market through the perceptual map which can analyze the psychological positioning of the existing fashion underwear brand. A positive study has been made on 176 women in their teens and twenties who live in the Seoul area through questionaire. The collected data was analyzed with Multidimensional Scaling Method, Conjoint Analysis and Cluster Analysis and so on. The results of analyzing the competitive relationships for attributes and the ideal points are as follows: The consumers groups are divided into three market segments on the basis of the ideal points about fashion underwear attributes. $\ulcorner$calvin Klein$\lrcorner$ evaluated excellent in design and color, brand and function attributes, and also appealed well to the segment market 2. $\ulcorner$calvin Klein$\lrcorner$ has good positioning at the fashion underwear market, and as well as the possibility of growth. $\ulcorner$Body Guard$\lrcorner$ appealed well in segment market 1 which highly valued the material and price attributes and $\ulcorner$Body Guard$\lrcorner$ competes with $\ulcorner$Benetton Undercolor$\lrcorner$ in this market. $\ulcorner$Hunt Innerwear$\lrcorner$ has possibilitiy to be appealed in segment market 3. Finally, it is necessary for each fashion underwear company to analyze and develope the segment market 3. Each company has to develope the brand that can appeal in the segment market 3 in which function was highly valued, and has better to make strategies that develope more functional products like sports underwear, bodysuit and bodywear and so on.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.5
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• pp.606-617
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• 2002

The purpose of this study is to develop a decision model that helps manufacturers and retailers determine the optimal timing of markdown in order to maximize their profit. An optimal timing decision model was developed based on three steps; conjoint measurement, scenario analysis and simulation. Data were collected from the sample of 149 out of 170 undergraduate and graduate students in Seoul in 1997. From the Jeans market, 8 brands; Levi's, lee, Guess, Calvin Klein, Pintos, Get used, MFG, and Basic, were selected as competitors for this study. In the conjoint measurement, respondents estimated the level of preference, from 1 to 100, for each item in which brand, price, style, and colors were used to explain product characteristics. Then, in order to reflect competitive situation in Jeans market, four types of scenarios were developed. In each scenario, simulations were applied to decide optimal timing of markdowns that leads to maximal profitability and sales volume. The profit was calculated based on the equation; Profit = Jean's market volume x market share of each brand - cost, where market volume was obtained by integral calculus for market utility function, and market share by logit value of part-worth from the conjoint analysis. For the purpose of the parsimony of the research, costs and the level of markdown were fixed to 30% of the regular price. In results, the optimal timing decision model identified 3 different types of brands. The brands that do not need to take markdown were Ievi's, MFG, and Basic Jeans characterized by the highest brand power and the highest price zone. The brands that needed to take early markdowns were Guess, Lee, Calvin Klein, and Get Used with the intermediate level of brand power and price. The brand that need late markdown was Pintos with the weakest brand power among the competitors and the lowest price. The optimal range of markdown remains for further research.

• Journal of the Korean Society of Clothing and Textiles
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• v.19 no.1
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• pp.80-95
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• 1995

This paper analyses the effect of social atmosphere on fashion model image with a study on two Periods, 1960s and 1990s. To be specific, we focus on two fashion models, Twiggy and Kate Moss who were famous in the late 60s and the early 90s respectively. We also study the works of Mary Quant and Calvin Klein in order to understand Twigg9y '||'&'||' Moss syndromes. Thee "waif" image which is usually associated with those uncared, homeless, pitiful, and immature is commonly found in Twiggy and Moss. It is argued that this dramatic change of image, that is, from a confident, mature one to the opposite, is strongly influenced by economic recession and a concomitant increase of social tension and pessimistic and decadent attitude.e.

• Korean Journal of Human Ecology
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• v.19 no.6
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• pp.1071-1082
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• 2010

This study examined the effects of underwear brand identity color on brand equity. A self-administered questionnaire mainly consisted of BI color, brand image, and brand equity for underwear. Five underwear brands (Calvin Klein, Yes, Solb, Venus, and Body Guard) were selected based on the frequency they were purchased in pilot study. To collect data, respondents were asked to choose a brand which they were most familiar with, and to assess BI color, brand image, and brand equity including cognitive value, emotional value and purchase intention. A total of 228 usable questionnaires were obtained from consumers aged 19 to 46. BI colors were classified into four color groups: Achromatic (white, black, gray), Vivid (red, blue, yellow), Pink, and Beige. Additionally, underwear brand images consisted of four factors: Sophisticated, Classic, Casual, and Elegant images. Findings showed significant differences in the four factors of brand image and cognitive brand value between the BI color groups. Also, the factor of cognitive value was higher for achromatic or beige brand color groups, than for vivid or pink color groups. Also, brand image factors had positive effects on cognitive or emotional brand value. Especially, the factor of emotional value was more likely to increase purchase intentions than cognitive value in the BI color groups. The implications for managerial decision marking in fashion marketing strategy were also discussed.

• Journal of Digital Convergence
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• v.10 no.3
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• pp.71-78
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• 2012

In this study, we tried to find the moderating effect as an interaction between brand concept variables and thinking style variables as well as the main effect of each. To this end, the inner wear bradns, CalvinKlein(symbolic concepts) and bodyguard(functional concept), as two parent brands and wallets as an extension product were selected. The results of this study were as follows: (i) Extension evaluation as well as fit judgement based on brand concepts was higher in symbolic brand than functional brand. (ii) The holistic thinkers were higher in fit judgement and expansion evaluation than the analytic ones. (iii) In case of symbolic brand, there was little differences in fit judgement and expansion evaluation between holistic thinkers and analytic thinkers. But In functional brand, there was some differences relatively. So, we found the interaction effect between variables in fit judgement and expansion evaluation. We can expect this research result to be helpful in working out diverse and practical marketing strategies using existing brand concepts in the global market environments.