• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.5
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• pp.475-484
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• 2003

The objectives of this study were to investigate the consumers' general perceptions and attitudes in response to the leaflet fashion advertisements, and to examine how much differently the level of price and the advertisement type affect brand images and consumers' buying intentions. Subjects for this study were 192 female university students in the twenties. Through the pre-test, several casual brands with such various the level of price as high, middle. and low were selected. Stimuli consisted of 8 photographs of the advertisements types which were manipulated according to the price level(highㆍmiddle & low) and the advertisements type(generalㆍleaflet). The results showed that consumers got the information on the fashion products mostly from the advertisements in magazines. It was also found that consumers showed the highest interests on the design and the discount rate of prices in the leaflet fashion advertisements. The price range(highㆍmiddle & low) of casual brands had significantly affected on the brand image and the consumers' buying intention. And the higher the prices of casual brands were, the worse brand images were when products were advertised by fashion leaflets. The advertisements types(generalㆍleaflet) gave some influences only on the brand image. Based on these results, marketing strategies of fashion advertising would be ,suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.3
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• pp.444-456
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• 2009

The purpose of this study is to understand consumer needs through Fashion Sensibilities and Consumer Sensibilities on Men's Casual Brand's Patterned Shirts. This study suggests the basis of planning effective design of Men's Casual Brand's Patterned Shirts by categorizing. The product from 2005 S/S to 2007 F/W is divided into the following sector: years, seasons, and product zones(adult, character, traditional), focusing on the design property of Men's Casual Brand's Patterned Shirts. An evaluation tool is composed of 19 pairs of image adjectives and 3 questionnaire as consumer need tool. Data were collected on March 3th to 31th in 2008 over Busan area. The data were sorted by using the SPSS statistics package program. Fashion sensibility of Men's Casual Brand's Patterned Shirts were expressed with 4 factors of attractivity, visibility, sensibility, hardness occupied 58.6% of the total. Therefore as attractivity, visibility, sensibility, hardness are important for product planning, it would be effective to consider these 4 factors before product planning.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.7
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• pp.1203-1214
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• 2001

This study is to analyze the competition structure and the brand image in underwear market, and to examine the relationships between brand preference and evaluation criteria on purchase among the age of 20's females. The samples are composed of 591 females aged 20's in cheong-ju city. For data analysis, MDS, AVOVA, t-test were used. The results of this study are followed as; Brand group I [BYC·Try·Vicman] was positioned on the dimensions of casual/classic image, brand group II [BodyGuard·DonandDons·schaolphio·x-zon] was positioned on the dimension of casual/fashionable image, and brand group III [Wacor·Venus·Ravora] was posiotioned on the dimension of elegant image. Brand preference in group III was the highest, and brand preference had significant difference by age, occupation, and education level. Customers who prefer the group I evaluated useful and management attributes the most and customers who prefer the group II, considered economical and esthetic arributes for purchasing underwaer. Also, customers who prefer the group III, evaluated the esthetic appreciational quality, the functional quality, and the brand-symbolic quality. Also, the influence of advertisement is most effective to purchase underwears. A main source of information is the broadcast medium such as TV or radio. The main store types on purchase were types like a department store and underwear special store.

• Journal of the Korea Fashion and Costume Design Association
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• v.25 no.4
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• pp.133-145
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• 2023

Competition is intensifying as the golfwear market grows and expands rapidly due to the influx of MZ generation golfers, so it is necessary to plan knit golfwear products suitable to consumer needs The purpose of this study is to contribute to product planning by analyzing knit design factors according to the brand image of golfwear. First, the top five sales brands surveyed by Apparel News were selected. The selected brands were G-Fore, PXG, Malbon Golf, Titleist, and Mark & Lona. Knit products sold by the selected golfwear brands were investigated based on design factors, such as image, item, stich, yarn, color, and pattern to analyze knit design factors according to brand image. G-Fore's modern classical image was influenced by pullovers, vest items, 100% wool, color contrast, intasha stich, and monotone colors. PXG's sporty modern image was due to a mixture of rayon and polyester in jumper items, while Malbon Golf's American casual image applied character patterns and intasha knitwear. Line points, plain knitwear, and monotone colors were analyzed as design factors for Titleist's modern minimal image, while Mark & Lona's classic casual was analyzed as knit design factors, such as check patterns and jacquard knitwear. Differences in knit design factors according to brand image can be identified.

• Journal of the Korean Society of Clothing and Textiles
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• v.19 no.6
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• pp.1040-1050
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• 1995

The Purposes of this study were to investigate the choice dimensions in purchasing the medium-low priced casual clothing, the influence of them on the preference of medium-low priced casual clothing, and the brand images of six medium-low priced casual clothing using the perceptual map. The Questionnaires were administered to 540 college students living in Seoul (340) and County of Chungnam(200). The data were analyzed by frequency, factor analysis and multiple regression analysis. The results were summarized as follows: 1) The choice dimensions in purchasing the medium-low price casual clothing were identified as exclusiveness/style, intrinsic characteristics, promotion and price/distance. 2) Exclusiveness/style dimension influenced most on the preference of medium-low priced casual, intrinsic characteristics, price/distance dimension were followed. Promotion dimension appeared to have an insignificant influence. These results were consistent in both Seoul and the County of Chungnam. 3) Perceptual mapping showed Hunt and J-vim had the best brand images, Maypole and Omphalos were followed. Tipi Cosi and I-land appeared to have the worst brand image. The college students living in the County of Chungnam perceived that all six brands of medium low priced casual clothing to be exclusive in their style. In addition, it was perceived less promoted, more expensive and farther than Seoul counterparts.

• Journal of the Korean Society of Costume
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• v.59 no.5
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• pp.152-166
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• 2009

The purpose of this study was to propose a brand image profile by analyzing how the consumer perceived the rival brands having relative structure between corporate image, store image, and. product image. Fifty-two questions were prepared for the respondents, and 262 questionnaires were selected for analyzing. The data were analyzed by a frequency, a mean, a reliability, and a paired t-test of the SPSS 12.0. The results were as follows : 1. As influence rank of the brand image, a product image had greatest influence followed by a store image and a corporate image. 2. The factors, which were regarded as important from consumer, and satisfaction of those factors were evaluated. As a result of the analysis, the degree of satisfaction of the factors was relatively low than that of the importance. It was proved that the important factors of the brand's image and the degree of satisfaction of the factors were not the same from this study.

• Journal of Fashion Business
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• v.4 no.2
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• pp.51-67
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• 2000

The purpose of the study was to investigate general characteristics of brand images of men's wear manufacturers and differences in their brand images according to characteristics of their brands and their merchandise. Thus, this study was to be an exploratory study to search apparel niche-market in men's wear market for the marketers by exploring trends of brand images of men's wear manufacturers. The questionnaire consisted of questions on brand images and characteristics of men's wear manufacturers and their merchandise. The subjects were to evaluate their brand images and rated on 5 point Likert-type scales of 36 adjectives. For the survey, the subjects were 100 employees (62 merchandisers, and 24 designers, etc.) who are employed by men's wear manufacturers which have national brands, designer brands, license brands, import brands or private brands. The SAS PC+ package was used to calculate factor analysis, mean, ttest, ANOVA, Duncan's test, and Tukey's test. The results from the study were as follows: 1) High scores of mean of brand images were simple, prestigious, mannish, and dynamic. 2) The brand images of men’s wear manufacturers were divided into 10 factors which explain 73.91% of the whole image. 3) There were significant differences in brand images according to types of brands, price lines of merchandise and ages of target consumers. 4) There were significant differences in brand images according to categories of apparel (suits vs. casual clothing), types of suits, and types of casual clothing. 5) There were significant correlations between brand images, such as simple image to conservative image, prestigious image and chic image, prestigious image to conservative image, chic image and simple image, etc.

• Fashion & Textile Research Journal
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• v.11 no.6
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• pp.878-886
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• 2009

The purpose of this study was to identify clothing shopping orientation of university students and brand loyalty in Jinju, Korea. In addition, the effect of consumer's shopping orientation and brand equity factors on brand loyalty were analyzed. A self-administrated questionnaire was developed based on previous studies. A total of 257 useful data were analyzed by SPSS 13.0 program. About 64.6% were female with the mean age of 22.2 years old. The results of this study were as follows. First, clothing shopping orientation was classified into 6 factors: hedonic, store patronage, planned, brand-pursued, economic, and convenience shopping orientation. Second, brand equity was identified into two factors, brand image and brand-consumer relationship. Third, store patronage and hedonic orientation were significant predictors of brand loyalty($R^2$=.275). Brand image and brand-consumer relationship showed significant effects on brand loyalty($R^2$=.541). Findings of this study were expected to contribute to understand young consumers in a typical trading area and to develop marketing strategy for casual brands to increase and maintain brand loyalty.

• Journal of the Korean Society of Costume
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• v.39
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• pp.125-138
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• 1998

In order to help apparel manufactures and marketers to promote apparel products more efficiently, and aid them in instilling brand names or brand images more distinctively in the minds of target consumers, it is the intent of this study (1) to investigate on the high-school girls brand loyalty and the brand discernment, self image(product image), and the buying behavior of casual wear. The subjects were 532 female high school students selected from the four high school in Seoul. The data were collected by self-admin-istered questionnaires. The data were analyzed by frequency, percentage, T-test, x2-test, and correspondence analysis. (1) 29.1% of the female students were cat-egorized as the brand loyalty group that was smaller than the non-brand loyalty group(70.9%). (2) In identifying the relationship between the demographic factors and the brand loyalty, the monthly household income and the month-ly personnel expenses were statistically significant. Namely, higher household income and the monthly personnel expenses were statistically significant. Namely, higher household income and the monthly personnel expenses there were, higher the brand loyalty was revealed. (3) The power of discernment was statistically significant according to the brand loyalty. That is, the brand loyalty group was more outstanding than latest fashion brands, the high-price brands, and the better-style brands in terms of design, color, and fabric. (4) The self image was also statistically significant according to the brand loyalty, Wher-eas the brand loyalty group preferred the unique, high-quality, sexy, and active self-images, non-brand loylty group revealed to prefer the non-noticeable and feminine self-images. The findings of this study will assist apparel manufactures and marketers in better identifying the target market, and in subsequently adjusting their products, brand image, and promotional activities in order to reach the target market more efficiently.

• The Research Journal of the Costume Culture
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• v.18 no.2
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• pp.337-347
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• 2010

The purpose of this study was to figure out consumer's recognition on brand's peculiar style on Korean contemporary women's apparel brand. The contemporary women's apparel brands show advanced and stylish merchandise at better price points. This segment of the Korean ready-to-wear market has been growing fast in last decades. Four contemporary women's apparel brands(I, K, M, and T) were participated in this study. The data(n=216) were collected with questionnaire survey at 24 apparel retail shops in metro Seoul area. The questionnaire measured the consumers' recognition on each brand's peculiar style. The subjects evaluated each brand's typical silhouette, materials, and style image. The results of the survey showed that the style image factors were 'stylish', 'simple', 'casual', 'feminine', and 'classic'. The style image of each brand was differentiated from others. The brand T had classic image, the brand K had simple and casual image, brand M had stylistic image, and the brand I had feminine image. The features of materials that used at the four brands were not very different by the brands. They used the high valued materials. The common features of the materials were 'smooth', 'thin' and 'light weight.'