• 한국복식학회:학술대회논문집
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• 한국복식학회 2003년도 International Costume Conference
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• pp.74-74
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• 2003

The study was done to provide domestic fashion multi-shops with basic information about the marketing strategies through an investigation the marketing strategies for domestic multi-shop dealt with imported product only.

• 패션비즈니스
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• 제27권1호
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• pp.16-35
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• 2023

The advent of Omni Channel has changed the fashion business model and the role of fashion sales persons. In such situation, internal marketing can become an important organizational management strategy for fashion companies. Therefore, the purpose of this study is to identify the components of internal marketing of fashion companies for fashion shop masters in an omni channel environment. To achieve the purpose of this study, To achieve the purpose of this study, a qualitative study was conducted to investigate the internal marketing sub-factors of fashion companies. In-depth interviews were conducted for qualitative study. Seven respondents to the in-depth interview were fashion shop masters who had at least 10 years of field work experience. As a result of the qualitative study, internal marketing was derived from five factors, including empowerment, education and training, rewards, internal communication, and management supports. Empowerment factors consist of initiative, encourage creativity, and problem solving. Education and training factors consist of the degree of education and training opportunities, the value of education and training, and the scope of education and training. Rewards factors consist of diversity of rewards, fairness of rewards, and source of rewards. Internal communication factors consist of communication flexibility, diversity of communication and receptivity of communication. Management support factors consist of headquarters support and department store support.

• 한국의상디자인학회지
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• 제9권3호
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• pp.133-149
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• 2007

Amid a wave of informatization, the world is allowing diverse exchanges and cooperations in the global village to be promoted. And, a change in the life environment and the consumption pattern allows the key word in distribution revolution called 'online' and 'emotion' to be recalled. As the emotion is being positioned as the trend of the new era, this study has its significance in that even the fashion industry desperately requires the emotion marketing aiming at the artistic value and practicality in fashion and the creation in value-added, and requires the development and utilization plan for diverse VMD programs on the rational dress shop, like the successful case of the trendy shop such as America's large bookstore 'Barnes & Noble.' Accordingly, the purpose of this study is to design and suggest the virtually trendy dress shop as one plan of utilizing VMD, by examining about the fashion business environment and about 'emotion trend' according to the consumer purchase needs, and through researching into the cases of the trendy dress shops with the emotion marketing. The virtual trendy dress shop 'Muse,' which was proposed as its research result, was designed with having the main concept as urban naturalism, which points to the urban and sophisticated coordination, and to the simple personality and rational value, as one method of utilizing VMD in the differentiated dress shop. And, it is desired to be performed the researches on the development and the utilization plan for diverse VMD programs in the dress shop down the road.

• 복식
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• 제54권3호
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• pp.53-64
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• 2004

The study was done to provide domestic fashion multi-shops with basic information about the product and price strategies through an investigation the marketing strategies for domestic multi-shop dealt with imported product only. Data were collected from Interview with a buyer or a staff of marketing department of Domestic Fashion Multi-shop dealt with Imported Product only. Through the study, it was clarified that these multi-shops showed a tendency to compose of promising brands. brands set a high value on unique character or technique, and brands of promising designer noticed at the main collection. And they also extended their lines as a total life style shop dealt with accessory. shoes and home collection as well as clothing. Therefore, they had to analyze their target consumer's life style and applied this to organization of product, brands or sizing. To maintain the balance of multi-shop they bought products keeping the balance between all the brands and didn't lose variety of concept, it was demanded to develop new brands as well. Their distribution channels had to be planned by regional characteristic that could be accepted their target consumers.

• 복식문화연구
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• 제22권6호
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• pp.955-964
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• 2014

This study is to explore the relationships between sensibility images of mannequins and apparel shops. A total of 113 consumers participated in experiments with photo stimuli of 2 mannequin types (realistic and semi-abstract mannequins) and 4 brand shops of women's casual wear. In results, luxurious, chic, strong, sexy, and young images were more strongly perceived from realistic mannequins than semi-abstract mannequins whereas simple and soft images were more strongly perceived from semi-abstract mannequins than realistic mannequins. Shops using realistic mannequins indicated strong images whereas shops using semi-abstract mannequins presented soft, comfortable, and feminine images. In the correlation analysis, luxurious, chic, strong, and young images of realistic mannequins were consistent with shop images using realistic mannequins. Also, luxurious, chic, soft, comfortable, and feminine images of semi-abstract mannequins were consistent with shop images using semi-abstract mannequins. In order to clearly communicate brand concepts with consumers, mannequin that is a key element of visual merchandising in the apparel shop, should be carefully selected, considering the accordance with shop image.

• 한국의류산업학회지
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• 제13권4호
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• pp.572-581
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• 2011

The purpose of this study was to investigate the effect of duty free shop consumers' store benefits sought and fashion merchandise shopping orientation on store satisfaction. Survey data were collected from questionnaires filled out by 194 domestic consumers who had purchase experience of fashion goods in duty free shops located in Korea. The data were analyzed by reliability analysis, factor analysis, and multiple regression analysis. The results of this study were as follows: First, the store benefits sought was categorized into five factors such as pursuit of convenience, salesperson/atmosphere, promotion, product quality, and product fashionability/variety. The fashion merchandise shopping orientation was categorized into six factors such as pleasure orientation, pursuit of fashion, pursuit of brand, planned orientation, pursuit of confidence, and convenience orientation. The store satisfaction was categorized into six factors such as atmosphere/reputation of store, promotion, product fashionability/variety, convenience, price, and salesperson. Second, the store benefits sought, composed of pursuit of convenience, salesperson/atmosphere, promotion, product quality, and product fashionability/variety, had an effect on the store satisfaction. Third, the shopping orientation such as pleasure orientation, pursuit of fashion, pursuit of brand, and planned orientation, with the exception of pursuit of confidence and convenience orientation, had an effect on the store satisfaction.

• 한국의류산업학회지
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• 제12권5호
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• pp.657-666
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• 2010

As the beauty industry has strong intangible attributes unlike the other service industry, the provision of service quality capable of fulfilling customer's desire and customer's satisfaction activity due to this are important. The purpose of this research is to provide marketing materials capable of maximizing consumer's satisfaction as a study on assessment of service quality according to a character type of customers by beauty shop type with the target of customers using a beauty shop. The sub-dimension of a personality type of beauty shop's customers is five factors, which were named neurose, sincerity, extroversion, openness and affinity, and the sub-dimension of service quality is five factors, which were named specialty, responsiveness, empathy, tangibility and reliability. It could be known that the service quality according to the character type of customers by beauty shop has influence on all of tangibility, reliability, expertise, responsiveness and empathy factors. Accordingly, this research would be utilized as good material for service improvement that can divide service quality by beauty shop and maximize satisfaction of consumers. Based on the above research results, marketing implications are that the customized promotional management according to the character type of customers by beauty shop is necessary and the granular management manual according to customer's differentiation by beauty shop is necessary. The effect that a personality type of customers by beauty shop has on the empathy factor among service quality factors shows a significant difference in neurose and openness factors in case of beauty salons, and shows a significant difference in sincerity and openness factors in case of skin care salons.

• 복식
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• 제63권7호
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• pp.17-30
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• 2013

An understanding of store patronage behavior is a critical issue for retail managers, especially when it comes to a new kind of retail store, as it enables them to identify and target potential customers. Reflecting this managerial need, this study is focused on the fashion multi-brand shop, specifically investigating its store attributes, customers' shopping orientation, and store patronage. Accepting the shifting marketing paradigm from 4P's marketing mix to 7P's marketing mix, the 7P's marketing mix is employed in this study to measure the store attributes, including people(sales oriented and customer oriented), price, place, promotion, physical environment, process, and product. The store attributes significantly influencing patronization are found as customer oriented sales people, product, physical environment, and process. The shopping orientations of the customers, 222 female adults aged from 20s to 40s are found as ostentatious, pleasant, fashion pursuant, rational, and addictive. The consumers who are ostentatious, pleasant, and fashion pursuant are highly likely to be patronize to the fashion multi-brand shops.

• 한국의류산업학회지
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• 제8권6호
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• pp.647-654
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• 2006

The purpose of this study is to identify the differences among goods attribute and brand awareness on fashion brand type. we were intended to suggest characteristics of each consumer group by identifying the differences of consumers' purchasing activities. 672 of consumers by brand who frequently purchase casual brand were chosen for the analysis according to common brand classification of national brand, private brand and no brand. For the purpose of data analysis, we performed factorial analysis of measuring tools and credibility test. Concerning the differences of goods attribute, brand awareness by brand type, MANOVA, ANOVA was employed, complimented with Sheffe-test as a post hoc test in case of occurrence of any differences by group. The findings from the analysis are described in the following. Regarding goods attribute by fashion brand type, there existed a significant difference between brand types in all the sub factors of goods attribute such as product attribute, shop attribute, and price attribute. Especially, the difference of product attribute is much more significant in the areas of material suitableness, product assortment, aesthetic expression, size & quality, clothing maintenance, and clothing comfortableness. In case of shop attribute, there was a significant difference between groups in all the factors such as shop environment, convenience of shopping, sales promotion, service quality of sales clerk, location, and shop reputation. Concerning price attribute, we found a significant difference between groups in the factors of price value, price reasonableness, price information, and economical efficiency of price. As for the difference of brand awareness by brand type, among other factors, brand value had a difference between groups; that is, private brand was found to obtain the highest brand value awareness.

• 대한가정학회지
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• 제45권1호
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• pp.51-61
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• 2007

The purpose of this study was to examine if multi-shop's store image affects store loyalty and brand switching. Two hundred fifty females and males who have purchased fashion products in multi-shop participated in this survey. For data analysis, descriptive statistics, factor analysis, Pearson's correlation and regression analysis were used for this study. The results were as followed. First, respondents' the most favorite multi-shop was MUE, followed by Boon the shop and ABC mart. Second, store image was classified into four factors such as store atmosphere, service of store, store recognition and product variety. Store loyalty was classified into five factors such as emotional relationship, pursue of novelty, trust about salesperson, satisfaction about service, and active loyalty. Third, result revealed that 'product variety' and 'store atmosphere', 'store recognition', 'service of store' accounted for 39.6% of the explained varience in store loyalty, and 'store recognition' accounted for 4% of the explained varience in brand switching behavior, while 'trust about salesperson', 'pursue of novelty' accounted for 5% of the explained varience in brand switching behavior. Based on these results, multi-shop's fashion marketing strategy would be suggested.