• 한국의류학회지
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• 제33권5호
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• pp.721-731
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• 2009

The purpose of this study was to investigate the effects of VMD consciousness on importance of VMD components and clothing purchasing behaviors of university students. The research method was survey and subjects were 545 male and female university students in Chungnam province. The questionnaire consisted of 4 measuring instruments; VMD consciousness, importance of VMD components, clothing purchasing behaviors, and demographic attribution. The data were analyzed by factor analysis, $X^2$ test, t-test, cluster analysis, ANOVA and Duncan's multiple range test, using SPSS program. The results were as follows. First, university students had high VMD consciousness and attended to fashion trend, brand image, product information, and enjoyment of shopping, and felt appetite to purchase. Second, university students considered store arrangement and show window display as the important VMD components to purchase clothing. Third, university students were categorized into 3 consumer types(shopping/brand pursuit type, utilitarian information pursuit type, and trend/information pursuit type) by VMD consciousness. Forth, the consumer types by VMD consciousness showed many differences in importance of VMD components and clothing purchasing behaviors. Shopping/brand type considered show window display, cleanness and lighting/music/properties/color as more important VMD components, and used more money to purchase clothing and shopped more often than other consumer types.

• 복식문화연구
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• 제15권3호
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• pp.483-495
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• 2007

The purpose of this study is to examine the current situation of IMC strategies of Korean fashion brands which enter into Chinese market and to propose the efficient IMC strategies. Twenty Korean fashion brands which enter into Chinese market were selected and in-depth interviews with the managers were conducted. First, advertising is focused on magazines, and outdoor advertising, advertising in departments' magazines, distributing catalogs, and star marketing are performed in some cases. Brands often execute sales promotion activities such as price deduction, offering coupons, and presenting gifts. PR activities like events and sponsorship marketing which targets uncertain public or loyal customers are performed. PPL is conducted passively though it can be very effective. CRM is not operated systematically and customer management is conducted through tele-marketing and direct mail by shop managers. Web sites of brands have insufficient contents and are operated ineffectively. VMD follows brand's basic policy, but in cases of agents whose copyrights are transferred or branches which are place in areas where managing them is hard, shop managers operate their stores by themselves. Finally, because of socialistic consciousness, the perception about service of sales people is lacked.