• Journal of Fashion Business
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• v.12 no.5
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• pp.14-23
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• 2008

Recently, our society has been expanding with its consumption of brand products as it is referred to as brand product syndrome. In particular, the trend is that young consumers in 20$\sim$30s prefer the fashion brand product for their wedding. In our study, the lifestyle and shopping tendency of consumers who prefer the fashion brands are found out, and the influence impacted on the intent of repurchase of fashion brand product are clarified through the path analysis with the following outcome. First, for the group factors in life style of the consumers who prefer fashion brand products for wedding, it is shown with the self-advancement type, home striving type, economy striving type, high class brand striving type, and social activity type. Second, as for the factor of shopping tendency of the consumers who prefer fashion brand products for wedding, it appears for the factors of pursuing for enjoyment, pursuing for show off, pursuing for individuality, and pursuing for convenience. And third, when the life style group for high class brand type of consumers goes for shopping for fashion brand for wedding, it displays the shopping tendency for pursuing for enjoyment, pursuing for show off, and pursuing for individuality, and these factors influence the most in the intent to re-purchase of fashion brand goods.

• Journal of Fashion Business
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• v.12 no.5
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• pp.67-76
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• 2008

The study surveyed preference and Actual Condition of wedding fashion masterpiece brand by consumer's lifestyle group. First, it was found that the brand preference by wedding fashion masterpiece consumer was Bulgari in precious metal, Burberry in scarf, Louisvuitton in bag and Chanel in cosmetics. Second, as a study result of purchase status, wedding fashion masterpiece brand consumers, who enjoy shopping about 1 time a month, usually purchased the masterpiece in masterpiece hall of department store. Their total purchase amount for wedding was less than 5 million in most cases. Third, regarding purchase-experience brand by consumer's lifestyle group, in clothes, there was significant difference between 4 groups such as shopping unconcerned type, reasonable economic type, self-focused brand-oriented type and social achievement type. In bag, slight difference appeared in 4 groups. Fourth, as a study result of the brand preference by consumer's lifestyle group, there was somewhat significant difference between precious metal, clothes, scarf, bag and cosmetic variables. Fifth, as a study result of the difference of information source use by consumer's lifestyle group, it was found that social achievement type used most various sources such as commerce, store and personnel information. Sixth, as a study result of shopping trend by consumer's lifestyle group, social achievement group searched for pleasure, unique personality and ostentation. Shopping unconcerned type searched for necessary shopping with comfortable style without sparing time in shopping.

• Journal of the Korean Society of Fashion and Beauty
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• v.5 no.2 s.13
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• pp.68-74
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• 2007

The purpose of this study was to find out the difference between high self-esteem and low self-esteem about the product. The study used the questionnaire method to find out the control effect of self-esteem on apparel brand types. The survey data was analyzed by SPSS Hangul 10.0 Statistic Package. 16 apparel brands that had been selected by a preliminary study were surveyed by using. Brand Mapping was performed in each group for brand classification, and ANOVA was conducted in order to compare the variables depending on brand types. The self-esteem was surveyed by using the self-esteem scale by Rosenberg was used. Multivariate analysis was conducted to identify brand preference, product involvement according to purchase intention and the interactive effects of the brand types that are divided into familiarity and control recognition. For the purpose of the study was to compare searched the results of the high self-esteem comparison with the low self-esteem. The results of the study found the differences on perception about the brand between the high self-esteem and the low self-esteem on the preference. People with high self-esteem liked the brand that was perceived obedience. But the low self-esteem liked the brand that was perceived control.

• Journal of the Korean Society of Costume
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• v.66 no.7
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• pp.50-68
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• 2016

The objectives of this study are to identify the self-image and preferred fashion styles that Korean career women seek in different daily situations, and to propose a positioning map in accords with the findings. The study conducted a survey and in-depth interviews. The study used twenty items of self-image adjectives extracted from existing studies, and eighteen fashion style stimuli collected by examining women's wear brands. The study surveyed 329 career women. Their daily situation was classified into five situations; external meeting and presentation, ordinary work, wedding and family gathering, blind date or date, and meeting with friends and acquaintances. The analysis results of this study showed that self-image and fashion style preferences are relevant to daily situation. The image most sought in external meetings and presentation was the 'Elegant' image, and the image most sought in meetings with friends and acquaintances was the 'active' image. Women on dates or blind dates sought the 'feminine' image the most, however they preferred to avoid this image during external meetings and presentations. Among fashion styles, the 'elegant/classic' style was most preferred, and the 'sexy/avant-garde' style had the lowest preference among all the styles. 'Mannish' was preferred in ordinary work and meeting with friends and acquaintances, however, it was shown as having the lowest preference level in blind dates or dates. The 'romantic/natural' style was highly preferred in meeting with friends and acquaintances, however it had a low level of preference for external meetings and presentations. This study has significance in providing practical information to utilize in fashion industry by identifying the relationship between self-image and preferred fashion style sought by career women according to daily situation, and using the results to propose a positioning map.

• Journal of Fashion Business
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• v.5 no.2
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• pp.87-104
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• 2001

The purpose of this study is to understand the distributions of fashion market and it's characteristics by investigating the attributes and changes of three representative fashion markets i. e. Chungjang Street Market, Underground Shopping arcades, Department Stores in Kwangju Metropolitan city. This study might contribute to the construction of more attractive fashion markets and also to consumer convenience by providing information about fashion. The method of investigation is by direct market visiting and interview from 2000. 7. 11 until 7. 30. The result is as follows; 1. Chungjang Street: This is the most famous and fashionable area, situated mainly on Chungjang street and Hwangkum-dong. The various kind of designer's boutiques, national brands, wedding shops, multi-shops etc. take place. Teenagers and people in their early twenties are the main customers. This point should be born in mind in a strategy of marketing. 2. Underground Shopping arcades: This market is open to customers of all ages and to the passengers crossing the streets and the purposeful visitors, even in rainy or snow days. However it is hard for novices to find it. 3. Department Stores: There are three department stores which are very competitive with each other by granting not only spacious and comfortable shopping areas but also places for children and cultural activities. The strategy of exhibiting unique items unparalleled in it's quality, might be needed with providing a comfortable parking lot, high quality commodes, appropriate sales program and more effective sales managements.