• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.935-951
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• 2013

The recent entry and heated competition of numerous fashion brands in the luxury fashion market have all compelled luxury businesses to change. The issue of brand equity has emerged as one of the most critical areas for luxury marketing management. Despite strong interest in the subject, there is little evidence of how brand equity is created by marketing activities and what their effects are. This study identifies the effects of luxury marketing activities on the brand equity of luxury items, utilizing Keller's (2001) 'CBBE (Customer Based Brand Equity) Model' as a theoretical framework. Based on literature review, a conceptual model for brand signature, heritage, premium price, controlled distribution, and promotion on customers' view on brand equity was tested. To test the hypothesized building paths of luxury brand equity, statistical analysis were performed with an AMOS 7.0 program using a confirmatory factor analysis and structural equation model. The results were: First, luxury brand equity was defined in terms of four components (brand awareness/association, customer judgment, customer feeling, and customer-brand resonance). Second, the proposed conceptual framework of this study was partially significant. We can provide an effectiveness of Keller's CBBE model to conceptualize the building process of luxury brand equity; subsequently, marketers should develop core elements to position a brand strategy to create a competitive advantage.

• Journal of Fashion Business
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• v.21 no.4
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• pp.34-43
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• 2017

Paperweave wallcoveing is necessary to develop new designs based on the analysis of global trend and reflection of Korean traditional image to improve commercial value in the worldwide market. The purpose of this study was to understand design trend and share valuable data by product analyzing of major paperweave wallcovering brands - Yeomyung (Korea), Phillip Jeffries (USA) and Omexco (Belgium). In the dominant color, the largest proportion is YR. Analysis of each brand color, Omexco is using the widest range of colors, the colors of each brand uses an exclusive of its own brand compared to other brands are Green (Yeomyung), Blue (Phillip Jeffries), Red (Omexco). The number of colors, Yeomyung and Philip Jeffries have a high ratio of bi-color, Omexco is revealing various color expression methods such as 55% solid color, two or three multi-color are each half of the balance. Analysis of weaving, Yeomyung has a high ratio of balanced plain, at number of mixture, Yeomyung and Phillip Jeffries are using mostly paper-yarn but Omexco is using multi-mixture materials in some part of theirs. Regarding analysis of finishing, all three brands are mostly selling unfinished paperweave wallcovering but some solid coated are appearing at Yeomyung and Omexco. Yeomyung has more foil transfer compared with the other brands, Phillip Jeffries has some digital printed products.

• The Research Journal of the Costume Culture
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• v.28 no.1
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• pp.131-145
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• 2020

As the population of consumers of outdoor wear expands, there is increasing interest among consumers in trendy lifestyle outdoor. Accordingly, it is essential to develop designs that are drawn from outdoor wear. This can be limited to traditional mountaineering suits, and designs developed from men's outdoor zip-up T-shirts, which are highly utilized in everyday life, are very important. This study developed the design of a summer zip-up T-shirt for men with both functional and aesthetic qualities. Visual images of foreign brands and domestic outdoor-focused T-shirts from the spring/summer seasons of 2013-2019 were collected to analyze the following modeling elements: silhouettes, details, colors, materials, and prints. In addition, the design concept was derived by analyzing presentations from the global outdoor trade Fairs (2013-2019). To develop a sustainable eco-friendly outdoor summer T-shirt for men, the concept was derived according to three categories: eco-friendly, sportism-expressed active elements of sports, and an outro-concept of urban town wear as an outdoor lifestyle. Thus, a total of 12 styles of design were developed. High utilization of the outdoor wear T-shirts (which are also popular as lifestyle wear), is an important aspect of building a segmented lineup of the slow-growing outdoor wear market and supports expansion of the scope of theoretical research on outdoor wear design.

• Journal of the Korea Fashion and Costume Design Association
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• v.10 no.3
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• pp.37-46
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• 2008

The purposes of this article are segmenting consumers by brand attachment motives and discovering the differences among the segmented groups in relation to clothing involvement and clothing behavior (ready-to-wear satisfaction, brand loyalty, purchased items, and purchased places). The subjects of this study were male and female consumers, who were residents in Seoul, Korea. The data had been collected during May, 2007, and statistical analyses used for the study were factor analysis, cluster analysis, t-test, and chi-square test. The results showed that brand attachment motive is composed of two factors: brand personality/individuality expression and conformity/status improvement. Based on cluster analysis, there were two brand attachment motive groups: individuality expression and status improvement segments. T-test showed that brand attachment motive segments were significantly different in terms of clothing involvement and clothing behavior (ready-to-wear satisfaction, brand loyalty and purchased items). For example, the individuality expression group was more interested in clothing, was more satisfied with ready-to-wear clothing, had higher brand loyalty, and usually purchased casual wear. Meanwhile, the status improvement group had a higher perceived risk in clothing involvement, was less satisfied with ready-to-wear clothing, had a lower degree of brand loyalty, and preferred to purchase formal wear. The results implied that brand attachment motive is an important variable in market segmentation, in which specific marketing strategies should be implemented for each targeted consumers.

• Journal of the Ergonomics Society of Korea
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• v.34 no.5
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• pp.531-540
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• 2015

Objective: The objective of this research is to investigate the fundamentals of human computer interaction for wearable computers and derive technology requirements. Background: A wearable computer can be worn anytime with the support of unrestricted communications and a variety of services which provide maximum capability of information use. Key challenges in developing such wearable computers are the level of comfort that users do not feel what they wear, and easy and intuitive user interface. The research presented in this paper examines user interfaces for wearable computers. Method: In this research, we have classified the wearable user interface technologies and analyzed the advantages and disadvantages from the user's point of view. Based on this analysis, we issued a user interface technology to conduct research and development for commercialization. Results: Technology requirements are drawn to make wearable computers commercialized. Conclusion: The user interface technology for wearable system must start from the understanding of the ergonomic aspects of the end user, because users wear the system on their body. Developers do not try to develop a state-of-the-art technology without the requirement analysis of the end users. If people do not use the technology, it can't survive in the market. Currently, there is no dominant wearable user interface in the world. So, this area might try a new challenge for the technology beyond the traditional interface paradigm through various approaches and attempts. Application: The findings in this study are expected to be used for designing user interface for wearable systems, such as digital clothes and fashion apparel.

• Journal of the Korean Society of Costume
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• v.65 no.8
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• pp.22-34
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• 2015

This study was intended to investigate the influences of consumer's self-monitoring, pioneer brand awareness, types of endorsers on quality perception of "me-too" brands with a focus on outdoor brands. The design of this research was comprised of 2 types of self-monitoring(high vs. low), 2 types of pioneer brand awareness(high vs. low), 2 types of endorsers(professional expert vs. typical consumer). The study was carried out by using samples from residents of Seoul and Gyeonggi area. The number of subjects used in the final analysis totaled 243, with age of the consumers ranging grom 20's to 50's. The results of this study were as follows. Self-monitoring, pioneer brand awareness and types of endorsers had shown a statistically significant correlation effect on the quality perception of me-too brands. Especially, in the high-level self-monitoring group, the effect of pioneer brand awareness on quality perception of me-too brand was significant when typical consumer model was given. The result presents that using a professional expert model in the market rather than a typical consumer model can offset the quality perception of pioneer brand with low awareness.

• Journal of the Korean Society of Costume
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• v.62 no.3
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• pp.73-83
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• 2012

The purpose of this study is to contribute in developing guidebooks that can be used in the courses of needlework study by comparing and analyzing the contents and organizations of needlework-related teaching resources available at the present university and fashion-related educational institutions. This research could help us train technical human resources to be highly adaptable in industrial settings. The results of this study showed that the overall organization of contents is mostly divided into such categories as needlework kits, basic hand sewing, seam finishing, partial needlework and decorative needlework. The study results also indicated that such content organization must be considered in basic needlework/sewing processes and that each content needs to provide more various and detailed information by reflecting recent trends in design. Partial needlework has different applications in terms of interlining attachment, subsidiary materials, or sewing techniques; therefore, consistent descriptions and standard guidelines should be given according to what material is used and which design is planned. This study found that most teaching resources covered only needlework or sewing techniques without giving specific descriptions of types of materials, lining and interlining that can have great influence on sewing methods and instructions on how to use the materials. These findings suggest that the teaching resources need to add further technical instructions for the proper use of materials especially in response to the recent release of brand-new materials and sewing machines in the market.

• Fashion & Textile Research Journal
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• v.8 no.5
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• pp.562-570
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• 2006

Knit industry requires versatile knit designers who have to control whole process such as material select, color, type of machine, technique, structure and shape. In other words, knit designers urgently need to interplay between technology and design aesthetics. It becomes essential to learn and master basic principles of knitting in order to design and develop effectively for innovative knitwear design. The main purpose of this study is to show fresh methodology through examining the various applications of 'Stitch transfer knitting structure' used in women's knitwear design development. Stitch transfer knitting structure is one of the most popular techniques among various basic knitting methods. Eight knitwears were designed and produced with various types of formative applications which differ from existent stitch transfer knitwears of flat and simple style in the market. These are produced by computer knitting machine 'Shima Seiki 122S' and programmed by 'Knit CAD' software. Among various basic stitch transfer pattern, 'Leaf' pattern is selected as a most effective example for this study. This fabric applied to collar, sleeves, body pattern and accessories as formative decoration. It is expected that this study of methodology helps to get open mind and to indicate possibility to develop and show creative and innovative knitwear and knitted textile design.

• The Research Journal of the Costume Culture
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• v.18 no.6
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• pp.1138-1152
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• 2010

The purposes of this study are to segment women consumers on the basis of clothing shopping orientation and to investigate clothing purchasing behaviors of each segmented group by age variable for development of effective fashion marketing strategies to meet very changeable modern consumers' needs. The research methodology is survey and subjects were 650 women aged from 20s to 60s. The questionnaire consist of measurement items for clothing shopping orientation, clothing purchasing behaviors and subjects' demographic attributions. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, $x^2$ test, ANOVA and Duncan's multiple range test, using SPSS program. The results are as follows. First, 5 factors were emerged on clothing shopping orientation. Second, women consumers are segmented into 4 types(conspicuous, convenient, pleasurable, and unconcerned type) by clothing shopping orientation. Third, each consumer type divided by age variable showed some important differences on demographic characteristics and various clothing purchasing behaviors. Therefore, the results of this study support that clothing shopping orientation can be useful as one of the effective differentiated variables to segment women consumer market and age variable has important mediate effects on the differences of clothing purchasing behaviors by clothing shopping orientation type.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.1
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• pp.170-181
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• 1999

The aim of this paper was to look at the distribution intensity for the women's formal wear industry. Most of the previous works on the distribution design have stressed product characteristics and consumer's shopping behaviours. The firm especially in women's aopparel industry recently has had difficulty in how to decide and to select the distribution numbers in the domestic market. Thus five hypothesis were set based on the data in '98Korea Fashion Guide describing the brand of women's wear in detail. It has been published by Korea Fashion Association in 1997. The variables of this study were the price the total sale the launching period the target customer's age and brand origins related with domestic or foreign. 579 brands had been analyzed with percentage anova duncan's test pearson's correlation and t-test. the results were as follows: In general the higher the price of the product is the less intensive the distribution of the women's apparel industry is. The higher the total sale is and the younger the target customer's age is the more intensive the distribution of the women's apparel industry is Besides there is difference between the domestic brand and the foreign brand in the distribution intensity. There is no relationship between the launching period of the brand and the distribution intensity. In addition four brand types were classified into the national brand the designer brand the licensed brand and the imported brand. Satatistically variables have shown different relations in terms of each brand type.