• Title/Summary/Keyword: Human brand

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A study on Mongol women's imported apparel selection behavior according to their conspicuous consumption orientation (몽골 여성들의 과시적 소비성향에 따른 수입의류 선택행동)

  • Munkhtuya, Bavuudorj;Kim, Yongsook
    • The Research Journal of the Costume Culture
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    • v.20 no.6
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    • pp.811-825
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    • 2012
  • The purpose of this study was to identify imported apparel selection behavior according to Mongol women's conspicuous consumption orientation. A self-administered questionnaire was used for data collection. First, factors of conspicuous consumption orientation were high price and luxury brand, fashion style, altruism, prestige, and brand. Mongol women were segmented into the price and prestige pursuit group, the fashion and brand pursuit group, the altruism pursuit group, and the conspicuous consumption retard group. Second, factors of motivating the selection of imported apparel were value, symbolism, and aesthetics, and Mongol women considered the aesthetics of imported apparel important. Married Mongol women in their 30's chose imported apparel because of its symbolism. More married women selected imported apparel because of its value and more educated women selected imported apparel because of its aesthetics. Women with higher apparel expenditure selected imported apparel because of its value and symbolism. Quality, diversity, and the fit of imported apparel were the selection criteria for Mongol women and they were satisfied with the quality, diversity, and fit of the imported apparel. Brand awareness was very important when selecting imported apparel but the women's satisfaction level was significantly low. Third, more women in their 30's, unmarried, or with a lower educational level were found in the price and the prestige pursuit group, and the price and prestige pursuit group and the altruism pursuit group selected imported apparel for its aesthetics. More unmarried women in their 30's with a higher educational level were found in the fashion and brand pursuit group and selected imported apparel for its value, symbolism, and aesthetics. More unmarried women in their 20's with a higher educational level were found in the altruism pursuit group, but unmarried women in their 20's with a lower educational level were found in the conspicuous consumption retard group.

Relationships among CEO Image, Corporate Image and Employment Brand Value in Fashion Industry

  • Ko, Eun-Ju;Taylor, Charles R.;Wagner, Udo;Ji, Hyun-Ah
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.4
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    • pp.307-331
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    • 2008
  • The CEO and the Corporate Image is considered very important in the aspect of marketing. The fact that CEO image itself influences the company or value of the product directly and indirectly has been verified through many cases. Recently, the differentiation of products and services between companies became difficult because the disparity in technique between companies retrenched. As a result, the rate of people who decide to purchase or invest their money based on the corporate image or reputation has been increased. Also in the knowledge society like today, the talented employees are the company's customer and the company's necessity for managing those brains of marketing perspective on how to satisfy and attract the customers is being embossed. The Fashion industry is one of the most value-added industry and in those value-added businesses, the most important factor is the human resources' knowledge power. However the study of the relationships among the CEO image, the corporate image and employment brand value in fashion industry has not been carried out yet. This research considers that dynamic relationship exists among the CEO image, corporate image and employment brand value that affects a company's main goal of pursuing benefits and intends to investigate the relationships of the three concepts. The specific purposes of this study were, 1) to analyze the impact of CEO image on a corporate image, 2) to analyze the impact of corporate image on employment brand value, 3) to analyze the impact of CEO image on employment brand value, 4) to analyze whether corporate image plays a mediating role in the relationship between CEO image and employment brand value or not. A survey design with a structured questionnaire was employed for this research. A convenience sample of 398 subjects was selected from two groups, which are university students majoring in fashion and practitioners working in fashion industry. For the data analysis, descriptive statistic (i.e., frequency, percentage), factor analysis, and multiple regression analysis were used by utilizing SPSS 12.0 for Windows program. The results for this research are as follows, first, the study of the impact of CEO image (i.e., Managerial Competence, Reliability/Leadership, Personal Attractiveness) on corporate image (i.e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) brought conclusion that the CEO image generally affected the corporate image in fashion industry. Managerial Competence and Reliability/Leadership affected Product Image, Corporate Social Responsibility Image and Corporate Cultural Image. However, while CEO's Personal Attractiveness affected Product Image and Corporate Social Responsibility Image, it did not affect Corporate Cultural Image. Second, the study of the impact of corporate image on employment brand value brought conclusion that corporate image (i.e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) affected employment brand value. Corporate Cultural Image affected employment brand value the most and then the Corporate Social Responsibility Image and Product Image. Third, the study of the impact of CEO image on employment brand value brought conclusion that CEO image (i.e., Managerial Competence, Reliability/Leadership, Personal Attractiveness) affected the employment brand value. CEO's Reliability/Leadership affected the employment brand value the most and then CEO's Personal Attractiveness and CEO's Managerial Competence. Forth, the study examined whether corporate image plays a mediating role in relationship of CEO image and employment brand value and concluded that it does. Corporate image played a full mediating role between CEO's Managerial Competence and employment brand value while it played a partial mediating role between CEO's Reliability/Leadership and CEO's Personal Attractiveness. This study is meaningful in a sense that it examines the relationship among the CEO image, corporate image and employment brand value which has not been carried out yet in fashion industry. It will ultimately contribute to the success of a fashion company by providing useful information of establishing strategies for managing proper the CEO and the corporate image to the fashion company and operating the talented employees.

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Study on the Digital Storytelling Types and Characteristics of Fashion Designer Brands (패션 디자이너 브랜드의 디지털 스토리텔링 유형과 특성)

  • Hong, Yun Jung;Kim, Young In
    • Journal of the Korean Society of Costume
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    • v.63 no.8
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    • pp.43-57
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    • 2013
  • The purpose of this research is to systemize the fashion digital storytelling by analyzing the communication method and its elements, and extracting the characteristics and processes of digital storytelling. Based on the previous study on the characteristics and types of storytelling the following things have been researched: 1) the process of digital storytelling in the communication process, 2) the concept and the feature of the academia of digital storytelling 3) storytelling in the document research. On the groundwork of the document research, we were able to sort out the various types, and formed a system of the features in the fashion digital storytelling cases, mainly in the four collections (Milan, Paris, London, New York) from 2000's to recent years of 2010. The types of fashion digital storytelling are episode type, narrative type, and creative type. The characteristics of each of the types are as follows. Firstly, the episode type communicates through the digital media based on the information or fact of the fashion designer brand. Secondly, narrative type communicates with the consumers using previous literature or an existing idea of the original cultural form that is rearranged in digital story expressed by the digital media. Lastly, creative type makes the designer's and consumer's susceptibility and creativity communicate through the newly made story, which expresses the unique originality of the designer. It seems that the cases and studies of using the fashion digital storytelling will increase because of its short history and lack of the case study. Fashion designer brands will show their brand image using the digital storytelling because they are able to better express originality, creativity and imagination of the fashion designer, which were factors that could not be conveyed through fashion alone.

The Comparative Study of the First Ladies' Fashion Style from a Perspective of Modernism and Postmodernism - Centering around Jacqueline Kennedy and Michelle Obama - (모더니즘과 포스트모더니즘 관점에서 본 퍼스트레이디 패션 스타일 비교연구 - 재클린 케네디와 미셸 오바마를 중심으로 -)

  • Lee, Misuk
    • Journal of the Korean Society of Costume
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    • v.63 no.8
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    • pp.14-26
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    • 2013
  • The purpose of this study is to compare and analyze Jacqueline Kennedy and Michelle Obama's fashion style from a perspective of modernism and postmodernism. The method utilized in this study was first, to examine the properties of modernism and postmodernism. Next, we explored the types of role performance of the first ladies and the application of their fashion as an aid to their roles through the precedents of the research concerning modernism and postmodernism. The results of the study are as follows. First, there was a trend of formalism and anti-formalism. Jacqueline Kennedy made her public appearances wearing a formal dress in order to express the first lady's authoritarian figure of restrained elegance. The fashion of the first lady aspired to formalism. Meanwhile, Michelle Obama followed more of a free style by eschewing the typical formality of the first lady. She created diverse styles utilizing a variety of items, which were not interrupted by form or by using heterogeneous items. Second, there is a trend of elitism and populism. While Jacqueline Kennedy preferred only haute couture designers' costume in order to show the prestige and dignity of the upper class, Michelle Obama patronized unknown designers' clothing or mid-level casual brand goods that the public favors in order to interact with the public through her fashion. Third, while modernism regards totality or unity to be important, postmodernism puts an emphasis on the eclecticism by pursuing complexity and diversity through the deconstruction of an indigenous genre. In case of Jacqueline Kennedy, this tendency featured monotone clothing color, which presented a unified full set dress that excluded decoration. Michelle Obama, in contrast, mixed and matched formal dresses and a casual cardigan or felicitously mixed luxury brand or low to middle priced brand goods.

A Study on Products Analysis of the Domestic and Overseas Cycling Wears (시판 국내외 사이클 웨어의 제품 분석)

  • Park, Hyunjeong;Do, Wolhee
    • Fashion & Textile Research Journal
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    • v.22 no.3
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    • pp.368-377
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    • 2020
  • This study provided basic data to develop functional and fitness cycling wear for cyclists. We analyzed the domestic and overseas cycling wear brand patterns for tops and tights as well as compared pads attached to tights. The results were as follows. The tops of the cycling wear were designed with cutting lines in the lateral or yoke in the back to reflect cycling posture. It is necessary to study if there is a difference in the air resistance or fitness of the athlete. The sleeve hem band affected by arm movement during cycling, proper sewing and band pressure are also important. The tights have a brand that does not insert a band in front of the waist in consideration of the cyclist's breathing. It should take into account methods of constructing a proper garment pressure that does not interfere with cycling. Analyzing the cycling pad indicated that the three-dimensional shape and size of the pad show many differences for each brand, indicating a difference in cycling movement suitability. In addition, many of the cutting lines should account for the productive aspects because of the high consumption of the fabric in order to design a pattern considering the cycling posture.

An Analysis of Ready-to-Wear in Madam Brand Sizing System of Jackets for Middlescence Women (중년 여성을 위한 마담브랜드 기성복의 재킷 치수체계 분석)

  • Kweon, Soo-Ae;Kim, In-Hwa
    • Korean Journal of Human Ecology
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    • v.14 no.4
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    • pp.653-663
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    • 2005
  • The society advance of a development of the science technique and women from the industrialization, women prefered the tailor-made clothes to the convenient ready-made clothes in the aspect to be economic and save time in the clothing habits. After marriage, middle age women change the comparison of their body due to the pregnancy and birth, the body girth of them increases compared with young woman, the winding of the waist comes to be small and they show the feature of body which the vibration thickness and the brachial girth grows bigger. The reason is that the problem on the fitness of the ready-made clothes comes into being. According to this result which analyzes a ready-made clothes body of the jacket-brand which does the middle age woman to the target in research, actual purchasing age appears than the age which most companies do to the target so that it is high, and though the body is divided in KS standard, the measurement distinguished without the body and most companies were producing the jacket. There was many case to select a fitting model Among a designer or within firm employee with the similar body and measurement. It was revealed that high rate of mending relation of a sale jacket of the company. Research about the body of the ready-made clothes is thought by continuing over there.

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A Study on the perception of Hairless Head dummy for Development of Various Hair Design (다양한 민두 개발을 위한 민두 인지도에 관한 연구)

  • Lee, Jin-Hee;Kim, Sang-Eun
    • Korean Journal of Human Ecology
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    • v.15 no.4
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    • pp.623-630
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    • 2006
  • The purpose of this study is to do research hairdressers' knowledge of hairless head dummy's brand name, and to suggest and develop various hairless head dummy for the students who are learning hair styling in the colleges and the academies, for the hairdressers working in the beauty salons. Using only one and same kind of hairless head model is not appropriate for hairdressers and students being trained hair styling skill, because people have a variety of head shapes. Three hundred twenty nine persons who live in Iksan area are selected as subjects. The results of the study are as follow: by the analysis of subjects' knowledge of hairless head dummy's brand name, most of them didn't know it exactly. This study deduced that there is a significant relation between the utility of hairless head dummy and subjects' intention of purchasing the dummy. To put it in detail, in case of college students, there is little significant difference between them. But in case of academy students, there is. By the regression analysis, especially, in case of hairdressers working in beauty salons and academy students, four conditions did significantly matter in their purchasing the dummy: first, whether the respondents owns it, second, whether it is helpful to themselves, third, whether they have ever used foreign products and, finally, whether they have intention to purchase various hairless head dummys or not. In conclusion, it depended on each group position whether their knowledge of brand names of hairless head model affects their purchase of the dummy or not.

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A study on the status of domestic jewelry market and Revitalization -Focused on Namdaemun market- (국내 패션 주얼리 시장의 현황과 활성화 방안 연구 - 남대문 상가를 중심으로 -)

  • Kim, Min-Ji;Lee, Yong-Jae
    • Korean Journal of Human Ecology
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    • v.24 no.3
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    • pp.423-436
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    • 2015
  • Namdaemun Market is located in the heart of history and has the volume and the budget for nearly half of the total Namdaemun. But it has been undergoing the crisis of stagnation without reviving the merit of only the 'jewelry' wholesale industrial cluster in the nation. The purposes of this study were that analyzed the status and design of jewelry in Namdaemun and identified the characteristics of successful domestic jewelery brands and then the revitalized the way of the Namdaemun jewelry industry. Problems being currently facing the Namdaemun jewelry shopping are most likely caused by products' design did not respond to changes quickly, while China's jewelry products are in leaps of the quality and the affordable jewelry market in Korea has lost the large number of the customers by china's cheap jewelry products. The most feature of successful domestic jewelry companies, Red Eye, Naughty Cat and Jackie Moon. put the most effort to unique design development and then constantly develope new designs to meet the diverse needs of consumers. It is a conclusion that the Namdaemun jewelry market need to produced under the name of brand not by the traditional whole sale market style. Development unique jewelry brand requires a high-end commercial strategy of the logo, packaging and interior. The high-end quality require for the advanced designs as well as the study of new materials needed for the advanced materials.

Clothing Behavior of Male Popular Music Enthusiasts (남자 대중음악 애호가의 의복행동에 관한 연구)

  • Jo, Sung Hee;Park, Mi Hye;Kim, You Jin;Shin, Ji Young;Park, Soon Jee
    • Korean Journal of Human Ecology
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    • v.24 no.1
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    • pp.79-96
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    • 2015
  • The purpose of this research was to analyze the clothing behavioral attributes of male music enthusiasts. A questionnaire was developed based on previous researches. Respondents were men who were concerned with music in terms of a job, a major or a hobby. A total of 200 responses were analyzed by SPSS 20.0 through factor analysis with Varimax rotation, ANOVA with post-hoc test(SNK-test) and ${\chi}^2$-test. Music preference was classified into 3 factors: New age/jazz, Hiphop/dance, and Metal rock/ballad factor. 5 Clothing purchasing orientation factors were extruded: hedonic, planned, convenience, brand pursued, and fashion pursued purchasing orientation. Using those factor scores, 3 groups were classified: Group1(G1), preferring Hiphop/dance music with lower hedonic and brand/fashion pursued purchasing orientation; G2, preferring Hiphop/dance music with no interest in clothing shopping and fashion; G3, preferring New age music with high convenience and brand pursued purchasing orientation. In addition, there were significant differences among groups in clothing behavior such as social ostentation, individuality, self-expression, fashionability, conformity; in purchase motivation such as hedonic and trend/designer oriented purchase motivation; in information source like advertisement/media source; and in store choice criteria such as store light/music and popularity. The findings showed even the enthusiasts for the same music showed the different sopping orientation and different clothing behavior, suggesting that a personal value or taste can be a plausible factor to figure out attributes of consumers. An interest/involvement in clothing could be helpful to subdivide the music enthusiasts as the target market.