• The Research Journal of the Costume Culture
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• v.26 no.6
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• pp.1015-1027
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• 2018

In the retail environment where online-shopping malls are growing, offline store are find it difficult to survive simply by selling their products. As a result, offline retailers are trying to find unique services that are appealing to their customers. In such a market environment, marketing strategies that stimulate the five senses other than the sight can be an alternative. Therefore, this research is aimed at observing the effect of the senses on emotion and purchase intention in a fashion retail context. A two by two experimental design (existence vs non-existence of scent x existence vs. nonexistence of eating chocolate) between subjects was used. A total of 120 participants were randomly assigned to the four situations, and they were asked to complete the questionnaires about emotion and purchase intention. The survey data were statistically analyzed using SPSS 23.0, and results are as follows. After a two-way ANOVA, we observed a statistically significant effect of the scent service on pleasure and purchase intention the sweet offering service on purchase intention. Moreover, when scents service and sweet offering service were provided at the same time, the highest purchase intention was obtained among other services. In addition, we studied the effects of emotions on purchase intentions, and the pleasant emotions resulting from the services have a positive effect of on purchase intentions.

• Journal of Fashion Business
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• v.11 no.4
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• pp.221-231
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• 2007

SCM system is required inter-industrial cooperation as well as inter-organizational cooperation. It means not only standardization of inter-organization but also standardization of inter-industry. SCM makes possible one circulation from fiber to retail industry in the respects of information and product flows. QR is the SCM of textile apparel industry, which satisfy customer need with least cost and maximum profit. Customer-oriented supply chain system focused on information sharing, cost reduction, inventory control, lead time reduction, quick response on customer demand. How we can measure the performance of successful SCM is issued on the approach of Balanced Scorecard which evaluates 4 perspectives such as customer perspective, internal business perspective, financial perspective, and innovation and learning perspective. This can project the blueprint of textile fashion business to right direction with vision.

• Journal of the Korean Society of Costume
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• v.64 no.3
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• pp.47-61
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• 2014

Dongdaemun Fashion District has been successfully positioned as the main hub for fashion product distribution in Korea since 1960 thanks to its unique and successful fashion merchandising system. This system enables the distributors to respond quickly to consumer need and inexpensive price. However, at the present time, Dongdaemun Fashion District has been facing serious challenges from new types of retail stores such as fast fashion brands like ZARA and online shopping malls. To achieve this result, statistical analysis was performed using data from 68 employees of wholesalers in the Dongdaemun Fashion District. They were required to answer questions regarding the marketing system supporting program, amenities like restrooms, and traffic congestion. For the case study, C.I.S, a successful global wholesale system in Italy, was selected. C.I.S has 130 offices offering professional services in the field of trade, legal and tax issues, and insurance. This study suggests cooperation among related wholesalers in order to make an area management plan in the Dongdaemun Fashion District. Also, for the wholesalers to build up product information system and infrastructure for the Global marketing strategy.

• Fashion & Textile Research Journal
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• v.17 no.6
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• pp.919-931
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• 2015

Recently, with the rapid development of the Internet, the importance of the multi-channel retailing strategy including online channel has been emphasized in fashion business. The purpose of this research is to give some practical ideas of multichannel strategy for fashion retailers through comparison for multichannel choice behaviors between Korean and US consumers. The online survey was conducted on the 400 fashion customers aged between 20s and 50s living in Korea and America. The survey consisted of measurement items about channel choice behaviors for purchase or information search, risk perception on channel, repurchase intention at same channel, perception on experience or search goods among apparel items. The data were analyzed by frequency, regression, t-test using SPSS 18.0 program. The ratio of utilization multichannel was higher in fashion goods area in Korea fashion business. Also, most of Top-ranked fashion or accessory retailers in America were taking advantage of multichannel strategy. There were some differences between Korea and US consumers in channel choice behaviors for purchase or information search, risk perception for retail channel, repurchase intention at same channel, perception on experience or search goods among apparel items, etc. Some suggestion for the future research for multichannel strategy in fashion retailing was given.

• The Research Journal of the Costume Culture
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• v.29 no.6
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• pp.865-880
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• 2021

The purpose of this study was to examine job competencies for sales training program development to maximize profits in fashion retailing. An empirical online survey was conducted from September to December 2019, and data was collected from 200 salespeople and store managers working in fashion stores. Results were analyzed using frequency analysis, factor analysis, variance analysis, and regression analysis with SPSS 25.0. The major findings of this study were as follows. First, the most important job competencies identified by fashion store managers were: sales sense know-how, customer service skills, and sales person's fashion style sense, product knowledge, fashion marketing and customer management. The job competency factors for sales training programs included empathy with the customer, product knowledge, communications and networking, basic job requirement, and sales skills. These five factors positively influenced the employment intentions and expectations of work performance of graduates. These factors also had a positive influence on the need of sales training program and intention to participate in retraining. Store managers in fashion retail thought the most appropriate period for on-the-job training was either 2-4 days or more than 1 week. The results of this study can be used as a base to develop training programs for job efficiency for salespeople in fashion retailing.

• Journal of the Korea Fashion and Costume Design Association
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• v.10 no.3
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• pp.27-36
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• 2008

This article aims to identify the current status of outsourced production of Dongdaemun brands and to discover the consumers' perception of those outsourced products, their degree of satisfaction, and preference in purchasing those products. Moreover, the strengths and weaknesses of the outsourced products, as perceived by the consmers, have been identified, and specific methods and directions for efficient overseas outsourcing of Dongdaemun brands are suggested. This study also contains experimental works, in which I have prepared questionnaires, and my advisor have collected data. This survey was conducted on corporation managers, who directly operated clothing stores in Dongdaemun Market in December 2007. The collected data have been analyzed using SPSS 12.0 with various techniques such as t-test, paired t-test, frequency analysis and $X^2$-test. The results are summarized as the following: a) Comparison of the current outsourcing status of Dongdaemun brands showed that only eight out of the total 42 investigated companies have actually been outsourcing the production of their clothes. The biggest advantage of outsourcing was the reduced unit production cost, while low quality of products, delayed production, difficulty of control and management were shown as its disadvantages; b) the reason for purchasing clothes in Dongdaemun Market was to buy various clothing products. Comparing these reasons among different groups showed that there was a significant discrepancy in terms of trend design and copy design, in which wholesale consumers had shown a higher degree than retail consumers; c) and the preference for outsourced products of Dongdaemun brands was negative in both wholesale consumers (71.05%) and retail consumers (83.54%), as they both prefer clothes manufactured in Korea. Both groups selected the expensive price as the biggest disadvantage of Korean products, and picked design as the biggest strength of the outsourced clothes. Furthennore, both wholesale consumers (63.16%) and retail consumers (74.68%) selected Italy as the most preferred country for outsourcing clothing production. in which their reason had been their expectation for good product quality. The least preferred country for both wholesale (47.37%) and retail (50.63%) consumers was China, a country which they expected poor product quality.

• Journal of Distribution Science
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• v.22 no.10
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• pp.43-54
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• 2024

Purpose: Market competition in the fashion industry is intensifying, pushing brands to strive for consumer preference and market leadership. Mobile fashion applications have emerged as key distribution channels, with live streaming being a common feature for product distribution and consumer loyalty. Therefore, this study will analyze the loyalty model in live streaming on mobile fashion applications by integrating the quality loyalty model, parasocial relationships, and uses and gratifications (U&G) theory. Research design, data and methodology: Data were collected from a survey of 427 respondents who are customers of a fashion product that had been purchased through live streaming on a mobile fashion application and processed using the PLS-SEM method Results: The results of the study show that the live streamer and product quality significantly influence satisfaction and loyalty. Conversely, AR content and live streaming content do not directly influence loyalty but have an indirect effect through satisfaction Conclusions: this study is the first to model loyalty in mobile fashion applications by integrating the quality loyalty model, parasocial relationship, and U&G theory. Practically, fashion companies are advised to conduct live streaming by considering aspects of content, live streamer, and product quality to enhance satisfaction and loyalty.

• Fashion & Textile Research Journal
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• v.16 no.4
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• pp.564-579
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• 2014

Packaging of shopping bag is a 'silent salesman' which plays an important role in marketing communication due to the increase of self-service outlets and changing lifestyles of customers. Retail shopping bags, which are defined as bags provided by retailers to customer as a means of transporting merchandise, are a type of secondary packaging. This study explored the effect of a fashion product's shopping bag types in sense of shopping value, customers' response, attitude toward advertising, and purchase intention. Data was analyzed by factor analysis, frequency analysis, correlation, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study were as follows. Consumers' responses about shopping bags show that there are some differences between consumers who have either hedonic or utilitarian shopping value. Hedonic shopping value influences on consumers' response as unique, interesting, and attention; however utilitarian value affects prestige in addition to those four significant factors. Therefore, this study shows that consumer response is different in accordance with shopping value. Thus, using the various types of shopping bags can be influenced on effective advertising. It will also great effect on marketing activity with lower cost. The significant result from this study has proven that the shopping bag is correlates to the definition of pop art today because it can offer an opportunity to look at, play with and buy sophisticated visual stimulus. Therefore, retail and brands have to concern about shopping bag considering their decisive role in the apparel market.

• Science of Emotion and Sensibility
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• v.21 no.1
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• pp.45-58
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• 2018

As information and communication technologies (ICTs) become more advanced, consumers are able to experience retailing activities such as searching for products and services in online retail shops and for Internet-exclusive branded contents. Specifically, fashion retailers are facing the need to develop more novel experiential design than one another to maximize customers' experience in Internet websites and secure sustainable competency. Confirming methods of organic integration of experiential and visual features of both online and mobile channels is an important aspect of the study of extended consumers' interfaces of retail channels. Mehrabian and Russell's stimulus-organism-response (S-O-R) paradigm and Sugiyama and Andree's attention, interest, search, action, and share (AISAS) model were used for this research. Specifically, the present study considered the effect of e-commerce website features on consumers' emotional reactions (pleasure and arousal) and the consequent impact on online consumer behaviors (search, action, and share). Hence, plus the self-reported survey methods, each subject's psychophysiological indicators (i.e., pleasure and arousal) were measured to obtain more objective and reliable data and to redeem the results of the self-reported survey. Findings revealed the implications of the e-commerce website feature by comprehending the S-O-R paradigm and AISAS model and extending the understanding of the role of variables associated with comprehended frameworks based on psychophysiological data.

• Fashion & Textile Research Journal
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• v.20 no.5
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• pp.509-519
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• 2018

This study is to examine the effects of salespeople' attributes (i.e., empathy, availability, professional appearance) on consumer cognition, emotion, and behavior. A conceptual model was developed based on stimulus-organism-response (S-O-R) theory and cognition-emotion theory. A total of 542 questionnaires were collected online and some incompletely written questionnaires were excluded. Because of the high possibility of memory distortion, only the questionnaires (n=220) written by those who visited fashion stores within one week were used for the final analysis. The results of PLS analyses demonstrated that 1) salespeople's empathy directly affected consumers' shopping emotion; 2) salespeople's availability and professional appearance indirectly affected consumer's shopping emotion through store image; 3) consumers' shopping emotion positively affected purchase intention. Theoretical and practical implications of the results are discussed in conclusion. As a result of this research, the main characteristics of the salespeople were identified in order to allow the consumers visiting the fashion store to buy the fashion products naturally and the basic directions of sales manuals for the salespeople in the fashion store were presented. It is also hoped that academic researchers will be able to use the characteristics of salespeople as the main data to understand how they affect consumers' cognitive and emotional responses and how they are connected to purchase behavior.