• The Research Journal of the Costume Culture
• /
• v.13 no.1
• /
• pp.174-187
• /
• 2005

Recently the issue of brand equity has emerged as one of the most critical areas for fashion marketing management. Despite strong interest in the subject, there is little evidence of how brand equity is created by marketing mix elements and what their effects are. This study explores the influences of marketing mix elements on the brand equity of apparel products. Based on a literature review, a conceptual model for the quality, design, price, advertisements, and brand leadership on consumer's view on brand equity through brand identification and brand values was formulated and tested. For comparative purposes, two basic casual brands are tested, one is Polo and the other is Giodano. The subjects were Korean .50 college women living in Seoul and Daejeon. Results showed that brand equity of casual brand is affected by quality, brand leadership, design, price, advertisements. Therefore marketers should develop the core element to position its brand strategy to create competitive advantages.

• Fashion & Textile Research Journal
• /
• v.14 no.1
• /
• pp.37-47
• /
• 2012

The purpose of this study was to explore an intrinsic concept of 'company innovativeness' based on qualitative data obtained from 54 practitioners with at least 5 year-experience in the industry. Data were analyzed based on the grounded theory and Nvivo 2.0 program. Based on results, seven theme were generated. Seven intrinsic theme include 5 intrinsic concepts such as learning orientation, excellence of human resource, treatment for employees, market orientation and work efficiency, and 2 performance concepts such as business performance and innovation performance. These diverse concepts were considered as an important guideline in judging whether a company is innovative or not. In addition, diverse programs were provided by companies for a purpose of enhancing company innovativeness. Based on results, a research model was suggested to be elaborated in future studies. Implications and suggestions were generated based on results.

• Fashion & Textile Research Journal
• /
• v.13 no.1
• /
• pp.73-81
• /
• 2011

The purpose of this study was to examine the effect of consumption values on well-being attitude and the effect of well-being attitude on well-being oriented behavior. This study administered a questionnaire survey to adults between 10s and 60s who lived in Seoul, Daegu, and Kyungbuk region. Data collected from 285 respondents were analyzed by descriptive statistics, t-tests, ANOVA tests, factor analyses, and structural equation modeling (SEM). The model of the study was tested by structural equation modeling and the results of SEM revealed positive effects of social value and functional value on well-being attitude and positive effect of well-being attitude on well-being oriented behavior. The results of t-tests and ANOVA tests showed that there were significant differences in consumption values, well-being attitude, and well-being oriented behavior among marital status, age, educational level, and income level groups.

• Journal of Fashion Business
• /
• v.22 no.3
• /
• pp.16-29
• /
• 2018

The present study examines whether consumers' perception of waiting time and their behavioral intentions are influenced by the presence of background music in an online shopping environment. In particular, this study aims to explain the underlying mechanism for the effects of background music on consumers' perceived wait and behavioral intentions toward the online retailer by proposing the mediating role of emotions drawing on the Stimulus-Organism-Response (S-O-R) framework. A lab experiment was employed to test the hypotheses. A total of 102 college students were used for data analyses. Results show that the presence of music has a significant impact on participants' emotions, perceived waiting time, and approach behavior. Moreover, the findings show that pleasure and the perceived waiting time serve as mediators in the relationship between the presence of music and approach behavior. Implications of the model for theory, practice, and further research are discussed.

• Journal of Fashion Business
• /
• v.24 no.6
• /
• pp.63-79
• /
• 2020

This study analyze consumers' unconscious visual attention to color and images of internet shopping malls by using eye-tracking method. Twenty-nine participants, including 15 females and 14 males, participated. The average ages of the male and female participants were 27.3 years and 27.7 years, respectively. Ten images of five layouts (multi-composition images, single-model images, gender-composed images, videos, and moving banner images) of internet shopping malls were shown on an eye-tracker computer screen. Quantitative analyses of the eye-tracking responses were conducted. SPSS was used to analyze the descriptive characteristics and to conduct an independent-sample t-test, along with an ANOVA. The data analysis showed that the image area generally had the shortest time to first fixation (TFF), the longest duration of fixation (DOF), the highest number of fixations (NOF), and the highest numbers of revisits(NOR).Notably, visual attention towards female models was high among various images. The results can be used to improve credibility and design online shopping layout with a scientific evidence that helps consumers through their purchase decisions.

• Proceedings of the Korea Information Processing Society Conference
• /
• 2022.11a
• /
• pp.40-42
• /
• 2022

People's focus steadily shifted toward fashion as a popular aesthetic expression as their quality of life improved. Humans are inevitably drawn to things that are more aesthetically appealing. This human proclivity has resulted in the evolution of the fashion industry over time. However, too many clothing alternatives on e-commerce platforms have created additional obstacles for clients in recognizing their suitable outfit. Thus, in this paper, we proposed a personalized Fashion Recommender system that generates recommendations for the user based on their previous purchases and history. Our model aims to generate recommendations using an image of a product given as input by the user because many times people find something that they are interested in and tend to look for products that are like that. In the system, we first reduce data dimensionality by component analysis to avoid the curse of dimensionality, and then the final suggestion is generated by neural network. To create the final suggestions, we have employed neural networks to evaluate photos from the H&M dataset and a nearest neighbor backed recommender.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.42 no.5
• /
• pp.839-854
• /
• 2018

This study (1) explores female consumers' attitudes toward fat people and perceptions about plus-size models, (2) addresses female consumers' responses to models with different body sizes, and (3) examines the effect of plus-size model presence on female consumers' body image. We collected an online questionnaire from a total of 600 female participants in their 20's and 30's. Stimuli included six full-colored photo images of models with thin and plus body sizes (three in each group). Images were captured from the online shopping site of the fashion brand currently providing both average and plus-size clothes. Respondents were randomly assigned one of the groups by model size. Results support the sociocultural perspective that a thin/ideal body of models has a negative influence on female viewers' sociocultural attitudes toward appearance, mood state and body satisfaction. Findings also suggest that exposure to plus-size models can reduce negative media effects on females body image perceptions, regardless of individual body size.

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

• The Research Journal of the Costume Culture
• /
• v.29 no.1
• /
• pp.1-15
• /
• 2021

The Internet of Things (IoT) has gained enormous popularity in various fields of industry. An IoT shopping environment is considered an effective tool for convenient use by consumers. Perceived values (including convenience and privacy risks) of IoT shopping can be the main factors that influence consumers' shopping intentions. The current study proposed a research model based on a value-based adoption model, which integrated perceived benefit and sacrifice, shopping attitude, and shopping intention in an IoT shopping environment. As potential customers, participants in their 20s and 30s were recruited through a marketing research firm. Responses collected via an online questionnaire validated the proposed research model and hypothesis. The results confirmed significant, positive relationships between perceived benefit, including both remote control and access convenience, and consumers' positive attitudes toward IoT shopping. The association between perceived privacy risk and consumers' shopping attitudes was not significant. The indirect effects of two benefits of IoT shopping on shopping intention were also significant and positive. From a practical perspective, this study can help marketers and service providers manage their IoT shopping platforms or applications more effectively to attract consumers. The implications and limitations of this study are discussed. Directions for future research and development of IoT shopping environment are suggested.

• Fashion & Textile Research Journal
• /
• v.21 no.6
• /
• pp.789-799
• /
• 2019

This study classified and analyzed the upper body types of 7-13 years old elementary school boys, using 3D data from the 6th Size Korea. The results of this study are as follows. Seven factors were extracted from the factorial analysis as an independent factor for a cluster analysis. The cluster analysis generated four body types. Type 1 has large ratio of front and back depth as well as circumference, with a front protrusion. In Type 2, the vertical value of upper torso is longer than average; in addition, its flatness is the largest and produces a thin body type. Type 3 has a smaller flatness in the bust, waist, abdomen and hip than other types, while also having the largest BMI. Type 4 is characterized by a greater shoulder angle than other types and its other factors are close to average. As a result of the logistic regression analysis, the prediction model used eight variables to generate and its accuracy is 88.679%. The classification of upper body types from this study can be used as basic data to improve patternmaking for each body type. The generated prediction model is also expected to be used as a method to help classify upper body types using the eight variables.