• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.6
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• pp.1122-1130
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• 2001

Recently the importance of distribution channel design has been focused on due to a turbulent environment. The channel design strategy involves the choice of an optimal channel arrangement including channel width, channel depth, the types of intermediaries to be used, and the specific responsibilities of each channel member. The purpose of this paper is to investigate changes of distribution intensity in the infant & children's wear brand from 1997 to 1999, when Korea has faced changes before and after IMF intervention that influenced the Korean economy greatly. Thus, this study provides channel managers with some guidelines for establishing and adjusting the infant & children's wear channel strategies. The data is collected by the Korean Fashion Brand Annual published by Apparel News Co., from 1997 to 1999. infant & children's wear brands are selected and analyzed with Pearson correlation. Statistic analysis has shown different results in the type of brands in terms of distribution intensity. The type of brands between infant's wear and those for children differ in price and launching period. In the case of infant's wear brands, the launching period and total sales should be considered in designing channel distributions, while for children's brands total sales are significant. As the price increases, children's wear brands are significantly linked to their distribution intensity only in certain times at the starting point of IMF intervention. IMF intervention do not seem to influence the distribution intensity of infant's wear brands much as it did children's wear brands. It seems that the infant's wear industry is more stable than the children s wear industry. As a result, the marketer who plans distribution intensity for the infant's and children's wear brands should consider total sales, the launching period and the price according to the type of brands he deals with.

• Journal of Fashion Business
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• v.27 no.3
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• pp.1-18
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• 2023

The online shopping industry in China has experienced rapid growth, particularly in the infant goods sector, which is considered highly promising in terms of its growth potential. This growth can be attributed to the Chinese market's increasing economic power, the implementation of new policies concerning marriage and childbirth, changes in family structure, and evolving and diverse consumer demands for infant products. While the infant clothing industry has emerged as a significant player in the Chinese market, there is still a lack of sufficient academic research on the online shopping environment specific to China's infant clothing industry. The objective of this study was to explore the influence of online experiential marketing on brand loyalty and purchase intention among Chinese consumers of children's wear. The study findings indicated that the emotional experience, action experience, and relationship experience encountered by consumers during online interactions had a positive and significant impact on brand loyalty. Both perceptual experience and cognitive experience had a positive and significant influence on consumers' willingness to make a purchase. The study also revealed that brand loyalty had a positive and significant effect on consumers' purchase intention. The perception of online experiential marketing, brand loyalty, and purchase intention varied based on individual attributes, and gender was found to moderate the relationship between online experiential marketing and brand loyalty.