• Journal of Fashion Business
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• v.25 no.2
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• pp.80-97
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• 2021

In this study, the changes in fashion consumption culture in the post-COVID-19 era were examined through big data analysis. Considering that the Chinese market plays a pivotal role in the global fashion industry, big data was collected in the most famous and professional fashion network in China, LADYMAX.cn. As a result of text mining and social network analysis, three major changes were identified as the emerging fashion consumption culture in the post-COVID-19 era. First, as a trend in new media consumption, COVID-19 disease and the development of digital technology tended to encourage consumers to put more importance on the relationship between bloggers and fans than previously. Second, as a trend in reward consumption, consumers tended to be rewarded for their hard work to relieve and comfort their high stress caused by spending a long time worrying about the prolonged COVID-19 situation. Third, as a trend in home-economy consumption, consumers tended to prefer homewear and sportswear more because they were spending longer times at home as the social distancing period was prolonged.

• Design Convergence Study
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• v.14 no.4
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• pp.277-292
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• 2015

Recently, as TV home shopping has entered into the stage of stability, competition between the same lines of business has become more intense. Thus, this research goals have been determined in order to analyze the purchase intent of customers related with the genre and tempo of background music of TV home shopping by different types of products. In order to achieve the research goals, thorough research on related literatures have been conducted and found out about the background music. Furthermore, the characteristics of background music of actual TV home shopping broadcasting have been analyzed, focusing on the genre and tempo of the music. In addition, a survey has been conducted in order to verify what kind of music genre and tempo of the background music has an influence on the highest purchase intent of the chosen three products(sportswear, household appliances, fresh and processed foods). This study investigated the influence of background music of TV home shopping in relation to the purchase intent of customers. Also, this study has significance in the sense that it analyzed the causal relationship between the background music of home shopping and reactions of customers by categorizing products in details and using the music genre and tempo as the independent variables that affect the purchase intent of customers.

• Journal of Fashion Business
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• v.2 no.4
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• pp.93-101
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• 1998

Knit products which had been limited only to underwear, recently became popularized, fashionized and highly classified covering even outer garments such as sportswear like golfwear, woman's dress, and man' s suit. As fashion cycle is getting shorter and the more a nation advanced prefers knit to woven fabrics knit industry has a very bright prospect, particularly woman's knit which is sensitive to fashion can be said as a fashion product with high value added. This study is to grasp the physical properties of stitch which are fundamental to the development of knit products. For this purpose, 2/20s of 100% wool were woven by the author of this study to basic plain stitch, rib stitch, varied transfer stitch, and float stitch on a SEMASEIKI cross knitter 7G to test the physical properties, and the result was as follows; 1. As for the relation between knit stitch and rate of extension recovery, rate of extension recovery was higher in the course direction than in the wale direction of three stitches except transfer stitch; rib stitch showed the highest rate of extension recovery in the course direction while float stitch showed the highest rate of extension recovery in the wale direction. 2. As for the relation between knit stitch and bursting strength elastic rib stitch showed higher bursting strength to indicate elasticity is an important factor of bursting strength and float stitch showed higher bursting strength too to indicate that the floating yarn on the surface plays a role of support. 3. As for the relation between knit stitch and air permeability perforated transfer stitch showed the lowest air permeability to prove that the size of perforation affects on the air permeability a great deal. 4. As for the relation between knit stitch and warmth retaining rib stitch through two lined needle bar showed the highest degree. The reason the warmth of perforated transfer stitch didn't decrease much was because the perforation wasn't big enough and content of air increased from the unevenness of the perforated parts through stitch variation. Based upon this result, each stitch can be characteristically summarized as follows; plain stitch showed a stable condition of knit cloth in four kinds of physical property test. And rib stitch is proper to tighten the edge of sleeve or clothe making use of its excellent extension recovery and to make socks for the highest bursting strength and warmth retaining. In the case of transfer stitch, seasonable designs can be taken by controlling the size of loop. Considering the pleasantness, underwear should be made of stitches with good air permeability float stitch was revealed to have color and pattern effects and a great bursting strength. This study has limitations in the aspect that it dealed with a small part of various knit stitches and the items of physical property test were not enough. The author of this study hopes that further studies would make deeper understandings about knit stitch based on more varied stitches and physical property tests ultimately to contribute to the development of fashionable designs proper to maximize the usage, function and originality.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.2
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• pp.254-265
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• 2017

This study examines the possibility of a neuro-scientific approach to fashion Visual Merchandising (VM), by researching the brain activation of customers about fashion stores in terms of VM. Study subjects were in 20's-30's residing in Busan and ten ordinary person or fashion industry related individuals, it measures the change of cerebral blood flow on positive/negative photo stimulus in terms of VM using a functional Near Infrared Spectroscopy (fNIRS) device, and then compared the brain activation to the difference of the fashion store VM. Photo stimuli utilized in the experiment were selected through a preliminary study in advance. The results of this study are as follows. First, the brain activation was found in all 16 channels of stimulus ranges of fashion store VM regardless of positive/negative stimulus. This means that the VM of fashion store causes changes to the cerebral blood flow of consumers, which implies that consumer behavior can be affected by store VM. It also shows that the brain is more active in negative VM stimulus than positive VM despite slight differences in the subjects. In terms of VM, this suggests that the negative factors of fashion stores have a greater effect on the brains of consumers compared to the positive factors. Second, the reaction of the brain channel is different according to the positive/negative VM stimulus of the fashion store by product group and confirms that positive/negative VM stimulus can be distinguished by brain-reaction for the three product groups except for the underwear group among four product groups (men's wear store, women's wear store, underwear store, and sportswear store). The results indicate that more objective scientific measure and decision-making are possible through neuro-science in the strategic execution of VM. This study verified the possibility for a neuro-scientific approach to fashion VM; therefore, there are expectations for the various activation of interdisciplinary research and subsequent development of VM that utilize neuroscience in fashion marketing.

• Journal of Global Scholars of Marketing Science
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• v.19 no.1
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• pp.47-58
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• 2009

The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer's attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers' loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers' brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.59-69
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• 2010

Green or an environmental consciousness has been a major issue for businesses and government offices, as well as consumers, worldwide. In response to this movement, the Korean government announced, in the early 2000s, the era of "Green Growth" as a way to encourage green-related business activities. The Korean fashion industry, in various levels of involvement, presents diverse eco-friendly products as a part of the green movement. These apparel products include organic products and recycled clothing. For these companies to be successful, they need information about who are the consumers who consider green issues (e.g., environmental sustainability) as part of their personal values when making a decision for product purchase, use, and disposal. These consumers can be considered as eco-sumers. Previous studies have examined consumers' purchase intention for or with eco-friendly products. In addition, studies have examined influential factors used to identify the eco-sumers or green consumers. However, limited attention was paid to eco-sumers' disposal or recycling behavior of clothes in comparison with their green product purchases. Clothing disposal behaviors are ways that consumer can get rid of unused clothing and in clue temporarily lending the item or permanently eliminating the item by "handing down" (e.g., giving it to a younger sibling), donating, exchanging, selling, or simply throwing it away. Accordingly, examining purchasing behaviors of eco-friendly fashion items in conjunction with clothing disposal behaviors should improve understanding of a consumer's clothing consumption behavior from the environmental perspective. The purpose of this exploratory study is to provide descriptive information about Korean eco-sumers who have ecologically-favorable lifestyles and behaviors when buying and disposing of clothes. The objectives of this study are to (a) categorize Koreans on the basis of clothing disposal behaviors; (b) investigate the differences in demographics, lifestyles, and clothing consumption values among segments; and (c) compare the purchase intention of eco-friendly fashion items and influential factors among segments. A self-administered questionnaire was developed based on previous studies. The questionnaire included 10 items of clothing disposal behavior, 22 items of LOHAS (Lifestyles of Health and Sustainability) characteristics, and 19 items of consumption values, measured by five-point Likert-type scales. In addition, the purchase intention of two eco-friendly fashion items and 11 attributes of each item were measured by seven-point Likert type scales. Two polyester fleece pullovers, made from fabric created from recycled bottles with the PET identification code, were selected from one Korean brand and one US imported brand among outdoor sportswear brands. A brief description of each product with a color picture was provided in the survey. Demographic variables (i.e., gender, age, marital status, education level, income, occupation) were also included. The data were collected through a professional web survey agency during May 2009. A total of 600 final usable questionnaires were analyzed. The age of respondents ranged from 20 to 49 years old with a mean age of 34 years. Fifty percent of the respondents were males and about 58% were married, and 62% reported having earned university degrees. Principal components factor analysis with varimax rotation was used to identify the underlying dimensions of the clothing disposal behavior scale, and three factors were generated (i.e., reselling behavior, donating behavior, non-recycling behavior). To categorize the respondents on the basis of clothing disposal behaviors, k-mean cluster analysis was used, and three segments were obtained. These consumer segments were labeled as 'Resale Group', 'Donation Group', and 'Non-Recycling Group.' The classification results indicated approximately 98 percent of the original cases were correctly classified. With respect to demographic characteristics among the three segments, significant differences were found in gender, marital status, occupation, and age. LOHAS characteristics were reduced into the following five factors: self-satisfaction, family orientation, health concern, environmental concern, and voluntary service. Significant differences were found in the LOHAS factors among the three clusters. Resale Group and Donation Group showed a similar predisposition to LOHAS issues while the Non-Recycling Group presented the lowest mean scores on the LOHAS factors compared to the other segments. The Resale and Donation Groups described themselves as enjoying or being satisfied with their lives and spending spare-time with family. In addition, these two groups cared about health and organic foods, and tried to conserve energy and resources. Principal components factor analysis generated clothing consumption values into the following three factors: personal values, social value, and practical value. The ANOVA test with the factors showed differences primarily between the Resale Group and the other two groups. The Resale Group was more concerned about personal value and social value than the other segments. In contrast, the Non-Recycling Group presented the higher level of social value than did Donation Group. In a comparison of the intention to purchase eco-friendly products, the Resale Group showed the highest mean score on intent to purchase Product A. On the other hand, the Donation Group presented the highest intention to purchase for Product B among segments. In addition, the mean scores indicated that the Korean product (Product B) was more preferable for purchase than the U.S. product (Product A). Stepwise regression analysis was used to identify the influence of product attributes on the purchase intention of eco product. With respect to Product A, design, price and contribution to environmental preservation were significant to predict purchase intention for the Resale Group, while price and compatibility with my image factors were significant for the Donation Group. For the Non-Recycling Group, design, price compatibility with the factors of my image, participation to eco campaign, and contribution to environmental preservation were significant. Price appropriateness was significant for each of the three clusters. With respect to Product B, design, price and compatibility with my image factors were important, but different attributes were associated significantly with purchase intention for each of the three groups. The influence of LOHAS characteristics and clothing consumption values on intention to purchase Products A and B were also examined. The LOHAS factor of health concern and the personal value factor were significant in the relationships with the purchase intention; however, the explanatory powers were low in the three segments. Findings showed that each group as classified by clothing disposal behaviors showed differences in the attributes of a product, personal values, and the LOHAS characteristics that influenced their purchase intention of eco-friendly products. Findings would enable organizations to understand eco-friendly behavior and to design appropriate strategic decisions to appeal eco-sumers.