• 한국의류학회지
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• 제30권8호
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• pp.1301-1311
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• 2006

This study rearranged a concept of Friday wear considered as casual wear by searching social background through analysis of literature study and photo materials and classifying by characteristics of casual wear. It investigated growing changes of casual wear and the progress of changes casual brands through a market survey based on departments in Seoul. And then, it examined characteristics of a design and the critical point of easy casual selecting GIORDANO, TBJ and NII of three easy casual brands. Conclusions of the study are as follows: Firstly, present casual wear showed subdivision of casual wear as abundant grouping vocabularies appeared contrary to the past. Secondly, easy casual wear has continuously increased by results of investigating departments in Seoul on the progress of changing easy casual wear brand including the concept of Friday wear. Thirdly, if a main target sets the early 20s, women workers in their 20's and 30's are likely to be reluctant to wear it according to results of investigating designs and characteristics based on GIORDANO, TBJ and NII of existing three easy casual brands through the market survey. Also, it was verified that most of these brands have no a luxurious image because they adhere to middle-low price. Fourthly, it improved problems of easy casual through developing designs of easy casual wear. Easy casual wear supplementing weak these points of easy casual wear was evaluated as suitable clothes for workers to wear in on and off their own time in Friday.

• 한국의류학회지
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• 제33권4호
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• pp.574-585
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• 2009

This study intended to identify regional and gender differences between high school students groups in clothing-wearing motives, casual brand preference and actual purchasing condition. Using a $2{\times}2$ sampling frame, 100 responses were collected for each regional and gender group: male students in Seoul, females in Seoul, males in Gumi, and females in Gumi. In terms of clothing-wearing motives, Gumi students and female students showed more highly extroverted motives than males and Seoul students, respectively. And three groups were determined on the basis of clothing-wearing motives: the extroversion group, the introversion group, and the least clothing-cognizing group. Concerning the brand preference factor, female students showed more dispersed brand preference than males. Adidas and Puma were preferred by all 4 groups. Polo and Guess were preferred by Seoul students, and Clide, Banila B, and TBJ were preferred by female students. The determinants of brand preference were identified as quality, reliability, affirmative image, and some brand personas such as 'neat', 'natural' and 'polished'. The students from Seoul tend to pay more money for clothing than those from Gumi, and Seoul students' main purchasing place was identified as department store while Gumi students shop more at brand chain stores.

• 한국의류학회지
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• 제30권4호
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• pp.531-541
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• 2006

The purpose of this study is to examine the semantic structure about the image shown on the product, brand and advertisement and figuring out its features through the correlation among brand images. For the study, nine brands(Guess, Bangbang, ONG, NIX, TBJ, Levi's, OPT, FRJ, Jambangee) as subjects for investigation has been selected and divided into the image of brand(9 brands), product(108 products, 12 pieces for each product) and advertisement(9 points) by the measure of 26 adjective pairs. The survey has been collected on the subject of 540 men and women who live in around Busan city areas and has been taken the statistics. The results on investigating the semantic structures of the product images about jean brands, there are five main factors, such as, individuality, attractiveness, activeness, modernity, hardness & softness. The results on examining the semantic structures of the brand images about jean brands, the factors are attractiveness, activeness, vitality, hardness & softness, fadness. The results on investigating the semantic structure of the advertisement images about jean brands, the factors are attractiveness, individuality, modernity, activeness. The results on the classification of brand images are presented as four groups, the first group is that brand and advertisement image are pretty similar but product image is differential according to brand and the second group, product and advertisement image are similar but brand image is differential. The third group is that product and brand image are similar but advertisement is differential and the fourth group, product, brand and advertisement are similar.