• Journal of the Korean Home Economics Association
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• v.50 no.6
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• pp.33-42
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• 2012

Today, many fashion companies use brand extension and it is especially important to conduct brand extension that coincides with consumer self-image, and maintains brand loyalty in order to succeed. The purpose of this study is to investigate the effect of congruency of parent brand image with self-image, brand loyalty, and brand involvement on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect information from 170 female college students, and collected data were subjected to descriptive analysis, factor analysis, and regression analysis. Results showed that the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension, with a positive mediating effect of brand loyalty, and a negative mediating effect of brand involvement. Also, the congruency of parent brand image with self-image and brand loyalty of the parent brand had a positive effect on the attitude towards the extended product, whereas brand involvement had a negative mediating effect on the attitude towards the extended product in fashion brand extension. The results of this study provide some useful suggestions to marketers in fashion industry: marketers should consider some psychological aspects of consumers such as congruency of parent brand image with self-image, brand loyalty, and brand involvement when conducting brand extension.

• Fashion & Textile Research Journal
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• v.15 no.1
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• pp.103-115
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• 2013

This study identifies how the luxury brand marketing mix affects customer equity drivers and suggests intangible equity management strategies so that companies can make long-term profits through luxury brands based on empirical studies of Korean luxury consumers. The results of the study are as follows: First, this study classified the properties that use 8 key factors (product integrity, heritage, exclusivity, premium image, environment and consumption experience, premium price, luxury communication strategy, and brand signature). Second, it shows that product integrity and luxury communication strategy have a positive effect on all customer equity drivers, that brand signature has a positive effect on value equity and brand equity, and that premium price has a negative effect on relation equity. It is important to provide products and services equipped with high quality and luxurious designs based on excellent craftsmanship in order to establish brand equity and value equity. Brand identity needs to be maintained and unique brand signatures need to be developed based on the long history of luxury brands against a traditional backdrop. A diversified communication strategy improves brand recognition while playing a part in facilitating brand association and brand image. In order to improve relationship equity, actions such as a loyalty program to strengthen brand loyalty, need to be taken as well as measures to maintain and enhance customer trust through a reasonable price strategy.

• Journal of the Korean Society of Fashion and Beauty
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• v.4 no.1 s.7
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• pp.4-11
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• 2006

Masstige goods aimed consumers who want the fame and the emotional contents with reasonable price are presented overall and around the life style, from all the fashion items like bag and apparel to car, electric household, food, sports goods, furniture, toys, pets and performance of art, etc. Masstige casual, essentially different from the passed casuals which emphasized only price strategy, appeals to teenagers and young of twenties with a definite brand concept. Therefore masstige casual might be separated from business casual of a target aged thirties. Established celebrity brands have launched masstige brands matching the popularization of prestige goods. Armani Exchange from Armani, Marc by Marc Jacobs from Louis Vuitton are representative ones. DKNY from Donna Karen, MiuMiu from Prada, Paul smith Pink from Paul Smith can be added. These are relatively inexpensive, however the quality, design and shop's atmosphere are more exclusive than general brands. Consumers are over middle class and have a pride and fidelity to those brands. Leading Masstige trend, new luxury brands put the importance to the quality and aims middle class. To succeed in this field, companies should know exactly what consumers want, considering not only functional aspect but also emotional pleasure. Even though masstige has a weakness in pricing, it has to keep brand's proper benefit. Its price range could be wide to be in great demand but has to have elasticity and not to be expanded too much. Masstige industry should do its best not to damage original brand's identity. Forming family brand, like Armani made Georgic Armani, Emporio Armani and Armani exchange, system of parent brand and sub brands would be recommendable. From the launching time, masstige needs the effects to create a sensation and bring it into vogue and offer emotional value to the consumers.

• Fashion & Textile Research Journal
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• v.14 no.2
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• pp.251-260
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• 2012

Nowadays, global wedding dress companies are interested in the Chinese wedding market because of expectations in consumption patterns of the post 80's generation. Therefore, wedding behavior, selection criteria for wedding dresses, and favored image by segmented groups targeting 20's to 30's Chinese women were studied to help the Korean wedding dress industry to establish their business in China. The survey was conducted in Shanghai city and three neighboring cities-Wuxi, Zhengziang, and Hangzhou-, and the primary data were analyzed using the SPSS program. As results, Chinese women thought that the wedding ceremony should be elegant and dignified, and they wanted to choose their favorite style rather than a recommended style. The criteria of selection were classified into four factors. Overall image and well fitting with their face and body were the most important factors in the selection of wedding dress. The most favored image was unique/novel image. Several favored images for their wedding dress were significantly different by occasion (ceremony day and photo shoot day) and education level. People of higher education level preferred more luxurious and classic image during the ceremony, and a classic and gorgeous image on the photo shoot day. A white dress and a colored dress for weddings were favored more than the Chinese traditional dress on both occasions. There was also a significant difference between general consumers and the wedding business employees in the quantity of wanted wedding dress.

• Archives of design research
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• v.15 no.4
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• pp.369-378
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• 2002

The washing and cleaning the clothing has been considered one of the hardest task of house chores to house wife. It is still big drudgery of house keeping in the so-called high tech society. General statistics says the efforts for better washing condition has developed in minimal. It is hard task as it was before. This study is focusing the appliances for the labor reduction have developed favorably to work more effectively. In the context of home mechanization, it is very important to explore the process of the invent, development and design of washing machine. Another point of view for the washing machine is that it is one of the household artifacts, and we witness a specific character by analyzing how it was evolved. Research shows the invention, innovation, improvement and modification of the washing machine by areas and companies such as Miele and Maytag, where present established washing machine manufacturers around on Europe and USA.

• The Research Journal of the Costume Culture
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• v.23 no.5
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• pp.846-860
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• 2015

The purposes of this study were to investigate the influences of need for cognition (NFC) and fashion leadership on regret after purchasing fashion goods in female consumers and examine the relationships between regret and its dependent variables (i.e., dissatisfaction, regret resolution, and rebuying intentions). Data collection was conducted through a survey for females in their 20s~40s, and 642 questionnaires were used for final data analyses in which frequency analysis, factor analysis, reliability analysis, and regression were applied using SPSS 14.0. The results were as follows. The higher NFC was or the lower fashion leadership was, the higher the degree of regret, as NFC and fashion leadership both had a significant influence on regret. In terms of the dependent variables, the higher the degree of regret, the higher the degree of dissatisfaction and ultimately the lower the rebuying intentions. In addition, the influence of regret on regret resolution and the influence of regret resolution on rebuying intentions were significant. This study verified that consumers' characteristics and feelings of regret had a significant influence on their buying behavior of fashion goods. The results suggest that consumers' feelings of regret (which influence consumer satisfaction and rebuying intentions) should be considered in terms of competitive marketing strategies at fashion companies.

• Journal of the Korea Fashion and Costume Design Association
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• v.10 no.1
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• pp.69-78
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• 2008

A new coinage which calls a modern was appeared variously by values, taste, feature of lifestyle and the meaning of a new coinage has influence in the change of lifestyle. Particularly a popular star is a person who situates in the center of a new coinage, his role, behavior, and appearance have great influence in the birth of a new coinage. He is a fashion leader as well as the object of fashion imitation to the new generation being sensitive for fashion. As his fashion is appeared with important fashion icon in fashion market, fashion companies have developed actively star marketing marking him as an advertising model. Therefore, because the fashion trends of a popular star introduce season's fashion trends and can be important factor forecasting fashion behavior of consumer, this study aims at analysis for fashion trends of a popular star including a public entertainer. The dates of this study were collected by TV drama, internet, and magazines, etc. The fashion trends were divided into feminine fashion trend, sexy fashion trend, tomboy fashion trend, and retro fashion trend. Feminine fashion trend was based on feminity but it was classified in masculine look, simple look, chic look, and natural & romantic look according to the standard of a transformation of feminine image. Sexy fashion trend was divided into two sexy images according to the method wrapping oneself in a dress and the method exposing a specific body part. Tomboy fashion trend could be the immature boyish style which concealed bust or hip or pelvis symbolizing feminity. Retro fashion trend could be style being based on 1980's style and Y line. Fashion items as leggings, baby doll dress, tunic style, dot pattern, garsonne look were come into fashion.

• Journal of Global Scholars of Marketing Science
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• v.15 no.3
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• pp.49-65
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• 2005

In the modem times, consumers are exposed in a plethora of advertisements either consciously or unconsciously. Generally, companies try to make eye-catching advertisements by using highly attractive models (HAM). In the case of apparel, consumers mainly collect information on fashion trends from advertisements they see in magazine, newspaper, catalogue, and television programs which are created by marketers. Therefore, the advertisements which are supplied by marketers affect consumers apparel purchasing behavior. In this study, a structural equation model is developed to examine how consumers determine the match-up suitability between models in the advertisements and the apparel they promote. As a result, we find two dimensions, sensuality and cuteness, in model attractiveness. Empirical results show that each dimension of the attractiveness plays different role in enhancing model-apparel match-up in the advertisements. Several implications of this study are discussed.

• Journal of the Korean Society of Costume
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• v.56 no.8 s.108
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• pp.15-34
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• 2006

Knit wear was industrialized, diversified, specialized and was made into high-class and it is including knitted cloth and small product for fashion as well as cardigan, sweater, and jacket etc. unlike past recognition only with underwear and inner wear. To consider elasticity to be the best strength of knit wear, middle-aged women that form change is serious are wearing knit wear as clothes for going out, and this may be regarded as clothes action to be conscious of form than vogue. Thus, in this study, this researcher tried to suggest solution scheme through the development of design of knit wear to supplement the form defect of middle-aged women. This researcher tried to develop the design of knit wear to supplement the form defect of middle-aged women, after examining the theoretical background of knit wear, the bodily and mental feature of middle-aged women. Internal and external knit wear brand that middle-aged women prefer as the scheme for solving the problematic form of middle-aged women with knit wear. As the result first, to see the present situation of inland production enterprise of knit wear, almost all the brand companies are concentrating energies on widening age class. Second, middle-aged women become far off from the form which is regarded ideal form in modern society. Third, result that this researcher examined the brand of knit wear of middle-aged women is as follows : MORADO, Cartknit, Escalier. And, in foreign knit wear brand, ST John, Missoni, ESCADA. Fourth, as the result that this researcher did work manufacture for the supplement of form defect of middle-aged women, it has practical and active side, and off-time has high-class and elegant refined beauty.

• Journal of the Korean Society of Costume
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• v.63 no.1
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• pp.42-55
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• 2013

As performing arts including operas are getting popular these days, the importance of stage costumes is strengthened. Stage costume is one of the artistic requisites for opera performance, it plays an important role in describing the play's situation, the director's style and the person's character. Nevertheless the study regarding the opera's costumes is not active, especially the comparative study on the same opera's costumes performed by different opera companies have hardly been made. Therefore this study compared 5 Manon Lescaut opera performances: the Metropolitan Opera(1980), the Flemish Opera(1991), the Metropolitan Opera(2008), the Seoul Metropolitan Opera(2010) and the Vienna State Opera(2010) and made clear the difference between the four. From this study, we can get the following conclusions. First, the Metropolitan Opera's costumes in 1980 act and in 2008 act ascertained Rococo dressing. Because the costume designer for both acts was the same person, the general costume styles of the two acts are similar. Second, as for the Flemish Opera and Seoul Metropolitan Opera, there was a significant drop in fancy details and trimmings in the costumes. But the costumes made strong impressions dues to its color and luminosity contrast. Third, Vienna State Opera costumes had the boldest designs and it reflected modern designs as well. This study is meaningful in that it is based on the comparison study on the same opera stage costumes designed by different directors. Afterward this study is expected to contribute toward study on opera stage costumes and stage costume's development.