• Title/Summary/Keyword: Fashion dual leader

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A Study of Cosmetic Impulse Buying and Psychological Characteristics of College Women by Their Fashion Leadership (유행선도력에 따른 여대생의 화장품충동구매와 심리적 특성에 관한 연구)

  • Choi, Su-Koung;Choi, Mi-Ok
    • Fashion & Textile Research Journal
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    • v.10 no.2
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    • pp.155-163
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    • 2008
  • The college students selected by random sampling were classified into several groups by their cosmetic impulse buying pattern and the internal characteristics that cause them. Their shopping orientation, life styles, makeup self-confidence, makeup interest and self-image were the subjects of comparative analysis. The results of this research can be summarized as follows.; fashion leader was classified fashion dual leader, fashion opinion leader, fashion innovator and fashion follower. The fashion dual leader and fashion innovator were more impulse buying orientated. The fashion dual leader and fashion innovator were highly evaluated in intellectual self faithfulness and life decoration preference style. The fashion dual leader and fashion innovator attached great importance to leisure pursuit and name brand preferring shopping. They showed the tendencies to the makeup self-confidence and makeup interest. But the fashion follower showed quite different tendencies. The fashion dual leader and fashion innovator perceived themselves as varied life style. These internal characteristics were supposed to contribute to their impulse buying.

Korean Fashion Brand Purchasing Behavior by Fashion Leadership and Korean Wave of College Women Students in China (중국 여자대학생의 유행선도력과 한류 선호에 따른 한국 패션브랜드 구매행동)

  • Hong, Keum-Hee;Liu, Jing
    • Journal of the Korean Society of Clothing and Textiles
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    • v.33 no.4
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    • pp.655-665
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    • 2009
  • The purpose of this study is to find out the Korean fashion brand purchasing behavior of Chinese woman college students who would be the one of major customers in Chinese market along with their preferences of Korean wave and fashion leadership. The data was collected from 379 Chinese female college students on Qingdao, China. The results based on the data analysis were as follows. 1. The students's preferences for Korean wave about Korean drama, popular song, films were relatively high. 2. Chinese female college students's evaluation of Korean fashion brand was high, especially, for the fashion trend, design/style, color, cutting and sewing, fitting, and material. However, they valued that its price was expensive. 3. The fashion leadership was classified as fashion innovation or fashion opinion leadership. 9.0% of the respondents were fashion dual leaders who were fashion innovator and fashion opinion leader. 4. The higher family income of the respondents was the better fashion leadership, preferences for Korean wave, perceived quality and attitude toward Korean fashion brand. The results showed that promotion strategy focused on keeping the Korean wave through drama, films, and popular song. And the development of high fashion brand and the word of mouth marketing through fashion dual leader were also needed in order to make inroads into China market.

Study on the Characteristics of Fashion Leaders in College Clubs' Fashion Networks

  • Yun, So Jung;Jung, Hye In;Choo, Ho Jung;Jeong, So Won
    • International Journal of Costume and Fashion
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    • v.14 no.1
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    • pp.1-15
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    • 2014
  • Fashion leadership is divided into visual influence, linguistic influence, and dual leadership. We refer to people exercising such influential power as fashion innovators, fashion opinion leaders, and fashion double leaders, respectively. Scholars and marketers have raised continuous questions on this issue: who are these fashion leaders and what characteristics do they have? In this study, social network analysis is applied to grasp the existence of three types of fashion leaders in college clubs, examine their positions in fashion process networks and investigate their individual and social characteristics. For this study, three college clubs were recruited through convenience sampling and surveyed online. Peer nomination questions for structuring fashion process networks and self-evaluation questions for measuring personal characteristics are included. Two fashion networks, an opinion leadership network and an innovativeness network, embrace four to six leaders and illustrate similar structure patterns in the three groups, which indicates that dual leaders enjoyed the lion's share in college clubs. The number of fashion innovators tends to be fewer compared to that of fashion opinion leaders, and we infer that peer relationship appears to intervene with fashion opinion leadership. Other personal characteristics supporting results from previous studies are also confirmed in this study.