• 한국의류산업학회지
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• 제11권6호
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• pp.925-933
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• 2009

This research was carried out by analyzing a form and composition in baseball cap targeting 97 marketing products, and we have typified it by frequency analysis. We have carried out comparing and wearing test between comparative pattern and the most preferred three products of sports brand, fashion brand A, and fashion brand B (flex fit). And also, in order to provide basic indices for developing new pattern, we have carried out analysis of variance. 1. As a result of analyzing a form in baseball cap, the most general pattern type for crown is central cutting with six pieces. In a cap, a basic type with no decoration was the most general. In the size adjustment and decoration, belt type and embroidery type (front or side embroidery of the crown) was the most common, respectively. 2. As a result of comparing and analyzing six-piece typed crown pattern, the comparative pattern was the same and symmetric in size and form of three patterns in front, side, and back. However, the patterns of marketing products of three brands were different in size and form of three patterns in front, side, and back. The patterns of sports brand were the largest in crown height and width, thus it was good at providing activity and motion. The patterns of fashion brand A were the shortest in the crown length and well-curved in front pattern, so it was well-matched with head shape. The patterns of fashion brand B were well-described back side of head since its convex and long patterns in the back head. 3. As a result of wearing test by five-point Likert scale among brand, pattern of fashion brand B outperformed the others since it was well-matched with head shape. In the cap, pattern of fashion brand A is the most preferred which was 7.5 cm of length and 18cm of width.

• 패션비즈니스
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• 제6권4호
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• pp.113-124
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• 2002

The purpose on this study identified the purchasing conditions of Sports wear of the Chinese men residing in Beijing, Shanghai, Dalian, Tianjin, Harbin and Guangzhou, so that it helped sports wear manufacturers and retailers offer the basic data. For the study, a questionnaire used as a method of measurement, the 863 Chinese men were selected as a sample, SAS(Statistical Analysis System) program was used to analyze the data. The results from the study were as follows: 1. According to the investigation, the most preferred sports of Chinese men is soccer, as a whole. Swimming, basketball and ping-pong keep rank the next to soccer. 2. Accordingly age, area, profession and income, Chinese men maintained sports suit in order of training suit, swimming suit, soccer suit, tennis suit. It is found that holding amount of high-quality sports wears as ski, golf is on a low level. 3. It is appeared that Chinese men purchased in good order as follow brand: No-bran, Nike, Lening, Adidas. And except Nike, they purchased more Lening brand than foreign sports brand. 4. As the result of researching on the item of sports wear, it is found that they purchased various kind items in a higher rank 5 brands. 5. Sports wear's color that Chinese men purchased is blue, white, black, red. 6. The purchasing price that Chinese men favored is 200$\sim$599RMB. Thus, they expend average per head for sports suit buying, 486.0RMB. 7. Chinese men purchased very often at specialty store. And, coefficient of utilization at the usual market is on a low level. 8. In purchasing satisfaction, 80 % Chinese men were satisfied with goods(sports wear) that purchased in a higher rank 5 brands. So, average satisfaction degree showed over 3.8 as a high rate. 9. According to the result of satisfaction on Chinese men, 70% Chinese men showed satisfaction. Therefore, the average of satisfaction degree appeared 3.81 as a high rate.

• 한국의류산업학회지
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• 제10권2호
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• pp.181-190
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• 2008

Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as luxury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer's experiential marketing perception by analyzing the formation process of brand attitude. The path from experiential marketing strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust. Two sports brands were selected as stimuli brands, and a survey was conducted on 286 consumers in their 20s and 30s. The study validates the importance of sense/feel marketing for apparel brands as it had extensive effects on brand affect which is highly significant in the formation of brand loyalty. As a result of comparative analysis of brand attitude and the path model of its formation for two brands which were different in consumers' perception of experiential marketing brand activities, the study realized that the higher the level of perceived experiential marketing, the higher the levels of brand affect, brand trust and brand loyalty. In particular, for brands perceived as actively engaged in experiential marketing, the path from the perception of experiential marketing activity to brand loyalty was clearly segmented between sensibility and rationality as sense/feel marketing had significant effects only on brand affect, and act/relate marketing only on brand trust. This study verifies the positive effects of perceived experiential marketing activities of apparel brands on brand equity, and proposes the strategic appropriateness of experiential marketing that embeds sensibility and feeling appeals.

• 한국의류산업학회지
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• 제14권3호
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• pp.400-412
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• 2012

This study explores the characteristics and effects of a pop-up store based on how the store attributions of a pop-up store influence brand attitude and brand patronage intention. The questionnaire consisted of 3 instruments: store attributes, brand attitude, and brand revisiting intention. Data were analyzed by factor analysis, frequency analysis, reliability analysis, and multiple regressions, using SPSS 18.0. We surveyed 123 males and females, who had an experience of a pop-up store, and interviewed five experts who work in the fashion related area. The results of this study were as follows. First, it was shown that VMD has positive impacts on brand patronage intention, but with no significant relationship to brand attitude. Second, a brand culture's experience of a pop-up store has a strong influence on brand attitude and brand patronage intention. Third, products in the store are the most important factors that influence brand attitude. The findings indicate that the promotion of diverse attributes of apop-up store is critical to make customers perceive brand attitude and brand patronage intention that are expected to be used to establish advanced marketing strategies.

• 복식문화연구
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• 제18권2호
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• pp.348-370
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• 2010

The purpose of this study was to propose some plan which could satisfy consumer's expectation emotional needs by comparing emotional scale between fashion brand image and brand website coloration image. For this study, 12 brand websites within four fashion zone, men's clothing, women's clothing, casual wear, and sports wear were chosen. The questionnaires were comprised of 27 emotional adjectives which were selected from previous studies. The questionnaires were distributed to university students and office workers for 3 to 17 on September. Among them, 118 questionnaires were analyzed by SPSS tool. The qualitative analysis for emotional adjective sorting, content analysis for website color chip sorting, and quantitative analysis for consumers were used in this study. Some differences exist between brand image and website coloration band image as the result. As the numbers of internet user became larger, the costumer's emotional image which gives maximum satisfaction is getting more important in fashion brand website. Therefore, fashion website managers should satisfy consumers with functional and emotional needs.

• 패션비즈니스
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• 제26권1호
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• pp.140-157
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• 2022

This study examined the types of retro marketing of fashion brands and explored the difference in retro characteristics and nostalgic emotions. Additionally, the effects of retro characteristics on nostalgic emotions and the influence of nostalgic emotions on brand attitude were examined. A total of 33 fashion brands, including eight designer brands, 10 sports and outdoor brands, 11 casual brands, and four SPA brands were investigated to categorize the retro marketing types. An online survey was also conducted of respondents in their 20s to 50s, and a total of 363 responses were analyzed using SPSS 26.0. The results were as follows. First, the retro marketing of fashion brands was categorized into four types including brand heritage marketing, retro design marketing, retro emotional experience-oriented marketing, and brand collaboration marketing. The four retro marketing types showed differences in retro characteristics and nostalgic emotions. Second, the retro characteristics consisted of four dimensions including familiarity, attractiveness, uniqueness, and historicity. Nostalgic emotions consisted of four dimensions including sadness, longingness, comfort, and pleasure. Third, the results showed that familiarity and attractiveness had significant effects on comfort and pleasure, while uniqueness and historicity had significant effects on longingness. Fourth, the results showed that longingness, comfort, and pleasure had positive effects on brand attitude, whereas sadness had a negative effect on brand attitude.

• 패션비즈니스
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• 제16권6호
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• pp.144-159
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• 2012

This study was to examine the effect of standards of selecting jeans and appearance management behavior on leisure lifestyle. Questionnaires were administered to 253 college students living in Deagu and Kyoungbuk. Data were analyzed by using frequency, factor analysis, regression analysis, t-test, and ${\chi}^2$-test. The findings are as follows. Factor structure of each concept appeared to be brand-valued, functionality valued and design-valued for standards of selecting jeans, diet management, exercise management, weight management and appearance satisfaction. Leisure lifestyle consisted of sports activity-type, sociality-type and self-management-type while value lifestyle consisted of active sociality-oriented, family-oriented and economic feasibility-oriented. There was a significant difference in brand-valued and design-valued of standards of selecting jeans and in frequency of wearing jeans male students showed higher than female students. The result of this study showed brand-valued, diet management, exercise management, weight management, and appearance satisfaction had significant effect on sports activity-type and design-valued and weight management had significant effect on sociality-type. Brand-valued affected self-management-type significantly and brand-valued, design-valued, diet management and appearance satisfaction had a significant effect on active sociality-oriented and brand-valued and diet management affected family-oriented.

• 한국의상디자인학회지
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• 제20권1호
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• pp.183-197
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• 2018

This study examined outdoor sports wear purchase behaviors among middle-aged male consumers based on outdoor sports wear shopping orientation. Data research was conducted on 300 internet users in their 40s and 50s located all parts of the country. The SPSS 24.0 software program was used to conduct data analyses such as descriptive statistics, frequency analysis, factor analysis, cluster analysis, $x^2-test$, t-test, ANOVA, and Duncan test as a post-hoc analysis. The results of this study were as follows: Firstly, outdoor sports wear shopping orientation was identified with fivefactors : the tendencies of wanting to show off a brand name, conservative purchasing, economical purchasing setting a high value on a salesperson, and impulse purchasing. Secondly, the middle-aged male consumers were classified in to three groups by the cluster analysis: a rational group, an indifferent shopping group, and pursuit brand shopping group. Thirdly, the evaluation criteria of products were significantly different depending on outdoor sports wear shopping orientation subdivision in all factors. Fourthly, in the case of fashion information sources regarding outdoor sportswear, significant differences were found according to shopping orientation subdivision in mass media/store source, personal source/ prior shopping experience. Fifthly, all types of stores were significantly different depending on shopping orientation subdivision except for large discount stores.

• 한국콘텐츠학회논문지
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• 제18권6호
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• pp.217-234
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• 2018

본 연구는 국내외 스포츠용품 브랜드에 대한 빅데이터 분석을 실시하였다. 이를 위해 소셜 매트릭스 프로그램인 텍스톰과 패션데이터 분석 플랫폼인 MISP를 통해 텍스트 마이닝, TF-IDF, 오피니언 마이닝, 관심도 그래프를 실시하였으며, 스포츠브랜드에 대한 최근 인식을 살펴보기 위해 2017년 1월 1일부터 2017년 12월 31일까지 1년간을 연구대상 기간으로 한정하였다. 분석 결과, 첫째, 각 브랜드를 대표하는 상품을 확인할 수 있었다. 둘째, 각 브랜드를 대표하는 마케팅을 확인할 수 있었다. 셋째, 각 브랜드에서 공통적으로 추출된 단어를 확인할 수 있었다. 넷째, 각 브랜드의 긍정 및 부정에 대한 감정을 확인할 수 있었다.

• 한국의류학회지
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• 제32권3호
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• pp.418-430
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• 2008

The purpose of this study were 1) to subdivide sportswear consumers according to consuming desire of sports 2) to identify the differences in lifestyle and sportswear benefits sought. The data were collected via a questionnaire from 312 consumer who have been purchased sportswear and living in Seoul. The results of this study were as follows: 1) Sportswear consumers were divided into four segments: sports mania, attractive body pursuers, passive followers, mind purifiers. 2) Six realms of lifestyle such as clothing, food, home & interior, leisure life, consumption and sense of values were factor-analysed separately, and lifestyle factors which showed significant differences among segments are I) fashion ostentation in the realm of clothing ii) western style, health-oriented in the realm of food, iii) sports life enjoyment, sociable life, hoped-for foreign travel in the realm of leisure life, iv) brand oriented, price comparison, sale goods preference in the realm of consumption, and v) realist, interpersonal skills, strong personality, individualism in the realm of values 3) Five factors of sportswear benefits sought which showed significant differences among segments are comfortability/practicality, ideal body/good-looking, individual character, fashion! ostentation, and brand oriented.