• The Research Journal of the Costume Culture
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• 제19권2호
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• pp.296-308
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• 2011

The purpose of this study is to understand Qipao, that Chinese traditional women's cloth, and analysis the aesthetic characteristics of that. Joining WTO in 2002 and 2008 Beijing Olympic made China get the attention by the world and get the opportunity that advent of China style. Chinese fashion cultural contents have abundant meanings in internal or external, therefore characteristics aesthetic of Chinese traditional fashion had much influence in world fashion design. Qipao that has influence in contemporary fashion design could be used special fashion design data for China market. A variety of literature and prior researches for Qipao's history and transition process was studied. Internal and external documents, fashion magazines, internet information were investigated to study features of Qipao. Total 20 seasons fashion collections from 2000S/S to 2009F/W was examined, and selected 22 brands that showed Qipao style, after then extracted 418 photos among them. By the seasons, Eit showed 193 pieces in S/S and 225 pieces in F/W, and was put to practical use in F/W season than S/S. The results are as follows. The contemporary fashion collections shown in the Qipao style silhouette, detail, color, material, pattern and the results obtained by each, were in all respects diversity. In silhouette, including traditional tight silhouettes, 'H' silhouettes, boxy silhouette was such a variety. The five colors traditionally preferred color from the color was more of a tendency to be gorgeous. Modern reinterpretation of pattern designs by graphic pattern that has emerged. Also, shown in a contemporary fashion collection Qipao style leather material in application utilizing the glossy feel of a plastic material and has emerged feeling.

• Journal of the Korean Society of Costume
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• 제64권1호
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• pp.89-105
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• 2014

This study researched the changes in everyday wear in China since the mid-20th century. The study was conducted by interviewing 13 Chinese persons who were familiar with the public awareness and donning practices of the Chinese from 1949 to now, and the results were analyzed through categorical analysis and subject analysis. First of all, due to the influences of Zhongshan-zhuang, Liening-zhuang and Bulaji, political characteristics were represented the most during the reconstruction time, and during this time, Jieyueling also became famous. Second, during the period of the Cultural Revolution, the government used many mechanisms to control people's thought, so Junfu/Junbianfu and sailor shirt were the most common clothing. Third, information from the West began to enter the Chinese market and it started to influence and change the Chinese thinking. Suit, bat wing sleeves, colorful skirt, flares and jeans became more and more popular in the reform and open times. Fourth, during the personality expression time, people not only copied fashion icons' styles, but also created new styles like sexy, cute, ethnic, K-pop, street, and DIY style, in order to show their personality. Finally, during these 60 years, the changes of Chinese everyday wear were characterized by de-politicization, ready-made, diversification and individualization.

• Science of Emotion and Sensibility
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• 제16권3호
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• pp.351-362
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• 2013

This study aims to investigate the characteristics of Chinese consumers, who are growing up as the global biggest consumption market, according to G sensibility types, and to provide the data base for China market by analyzing the consuming pattern per sensibility and the preferred color. For the investigation, the survey on G sensibility and consuming pattern was conducted for consumers in four cities of China. As a result of classification of G sensibility types, it was found that Chinese consumers tended to behave in accordance with their values and identities and the most general type in them was G1 pursuing the reasonable and logical consumption, unlike Korean consumers who tended to be shown as G3 for the most general type according to the preceding study. As to characteristic of consumption, Chinese consumers preferred to purchase clothes from the department store, and in case of G2 type, the characteristics was corresponded with Actionist's character which shows the wide range of behavior and high-consumption, by preferring the road-shop next to the department store. Chinese consumers tended to purchase the clothes on the basis of their preferred colors, and especially it was shown that achromatic color was very commonly preferred. Also the black color was on the highest preference, and white, dark gray and light gray were followed. Meanwhile, in chromatic color, it was found that brown, orange, red and blue were preferred in order, and in case of G4, it was found that they preferred more various colors compared to the other types. This result could be used as the data base for the marketing strategy of fashion design industry and the related companies, as well as the new communication method for the consumers.

• Journal of Fashion Business
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• 제27권3호
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• pp.1-18
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• 2023

The online shopping industry in China has experienced rapid growth, particularly in the infant goods sector, which is considered highly promising in terms of its growth potential. This growth can be attributed to the Chinese market's increasing economic power, the implementation of new policies concerning marriage and childbirth, changes in family structure, and evolving and diverse consumer demands for infant products. While the infant clothing industry has emerged as a significant player in the Chinese market, there is still a lack of sufficient academic research on the online shopping environment specific to China's infant clothing industry. The objective of this study was to explore the influence of online experiential marketing on brand loyalty and purchase intention among Chinese consumers of children's wear. The study findings indicated that the emotional experience, action experience, and relationship experience encountered by consumers during online interactions had a positive and significant impact on brand loyalty. Both perceptual experience and cognitive experience had a positive and significant influence on consumers' willingness to make a purchase. The study also revealed that brand loyalty had a positive and significant effect on consumers' purchase intention. The perception of online experiential marketing, brand loyalty, and purchase intention varied based on individual attributes, and gender was found to moderate the relationship between online experiential marketing and brand loyalty.

• Journal of the Korean Society of Clothing and Textiles
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• 제39권4호
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• pp.625-639
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• 2015

The number of Chinese tourists visiting Korea has rapidly increased over the last decade. It is important to understand Chinese consumption patterns and shopping behavior because they have become major customers in the Korean fashion market. This study focuses on how Chinese tourists feel while shopping in Korea and how emotions influence their attitude towards purchased products. We examine how planned purchase and unplanned purchase impact shopping emotions and product usage satisfaction. A survey was conducted on 550 women between 20 and 60 years of age who have visited Seoul more than once with an online panel from an international survey firm. Data are analyzed using structural equation modeling by AMOS 20.0. Respondents were asked to recall most impressive fashion product that they bought in Korea during their recent visit and to answer if it was a planned or unplanned purchase. This study also measures emotions during product purchases and usage satisfaction. The respondents are categorized into heavy and light buyers according to purchasing power to determine the moderating effects of purchase amount. The results indicate that planned purchases tend to deliver positive emotions that enhance product usage satisfaction. In the case of unplanned purchases, without the mediating role of positive shopping emotions, it has a negative impact on product attitude and shows the importance of positive emotions during shopping. The influence of unplanned purchases on shopping emotions or product attitude in light buyers is not significant for the moderating effect of purchasing power. Only planned purchases trigger product usage satisfaction when it is mediated by positive emotions.

• Journal of Distribution Science
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• 제13권7호
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• pp.85-90
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• 2015

Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.

• Journal of Fashion Business
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• 제16권1호
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• pp.26-40
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• 2012

The purpose of this study is to examine the fashion lifestyle variable of global consumers and to compare among US, Chinese and EU consumers. The data were collected in US(n=749), China(n=702) and EU(n=1083) from 2008 to 2010. For analysis, factor analysis, reliability analysis, K-means cluster analysis and chi-square analysis of SPSS 18.0 are used. The research results are as follow: First, it is shown that significant lifestyle factors of global fashion consumers are "adventure seeking", "fashion-oriented", "conspicuous consumption", "leadership", "brand-oriented", and "DIY". As a result of the cluster analysis of lifestyle types, four cross-national market segments are identified. These segments can be labeled as follows: "conservative fashion-oriented group", "passive consumer group", "neutral consumer group", "active fashion-oriented group". Second, findings also reveal that fashion lifestyle segments had meaningful differences between nationality and by year. Third, the US consumers tended to have conservative fashion-oriented lifestyle in 2008, however global consumers were changed to have active fashion lifestyle in 2010. This research will be useful to global brands in planning marketing strategies by offering specific information for global consumer fashion lifestyle.

• Journal of Fashion Business
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• 제15권4호
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• pp.28-42
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• 2011

Philp Lim, Alexander Wang and Jason Wu are the American fashion designers as descendants of Chinese immigrants. They had the honor of being given the Swarovski Awards- new premier fashion designer- from CFDA(Council of Fashion Designers of America). The purpose of this study were to investigate the characteristics of their collection, and offered the informations for Korean designers entering the American market. This research categorized characteristics of these designers'- whole characteristics and the characteristics of details such as formal characteristics, optimistic characteristics, tactile characteristics-, and fashion styles from the S/S season of 2009 to the F/W season of 2010 were analyzed. These young and male designers being received attention as a star, didn't make creative art pieces. But they made pragmatic, commercial, and con-temporary works in whole characteristics and succeeded in their fashion business like other American designers. On the other hand they oriented high fashion clearly in terms of the detail characteristics - their own accent color, tiny change in variety, unique material, delicate ornaments. Therefore Lim created chic and stylish, Wang made a sporty street style, Wu made a luxury style with mannish and casual through work characteristics suitable for their costumer.

• Journal of Fashion Business
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• 제19권2호
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• pp.53-68
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• 2015

The Beijing Opera is one of the leading representatives of Chinese culture, which includes literature, music, dance, martial arts, and a type of performance that stems from the Chinese cultural history that is still relevant today. The purpose of this study is to develop fashion-cultural products from the Lian Pu of the Beijing Opera, a Chinese cultural tradition that receives abundant positive feedback from around the world, showing its value in both academic and practical fields. This study was carried out first as a theoretical study of the literature, definition and types of facial make up used in the Opera, as a way of examining the formative aspect. Secondly, an analysis was conducted on the main characters, 'Guan Yu' and 'Zhang Fei' of "The Romance of the Three Kingdoms", 'Li Kiu' and 'Lu Zhishen' of "All Men are Brothers" and 'Monkey King' of "Journey to West", employing the collection belonging to 'Yongqi Zhao' who is an expert on the Chinese Beijing Opera. Thirdly, two concepts were categorized, based on the analytic results of the abovementioned characters, each of which were then further categorized into three sub concepts. In regard to cultural development designs, the results of an analysis on the facial make-up color, form, and texture of the four main characters were utilized to construct the themes, "Modern Chic" and "Traditional Splendor". The simplest form that has been represented in the four figures has been applied to "Modern Chic" to show a modern image in which black, white and light blue has been used alongside the vivid red, which is a Chinese favorite, to highlight the characters. In "Traditional Splendor", which is focused on the stage art of the Opera, we see more artistic traditions and colors, to further appeal to our emotions. Traditional motifs have been applied using traditional Chinese arts, in order to develop strong and brilliant colors. The two styles of cultural products were developed in the form of women's scarves and men's ties; a total of 24 designs were expressed, using Illustrator CS6. In the final step, 4 scarves and 6 ties were produced as a sample, using high quality silk. The development of these cultural fashion products will bring an opportunity to show how Chinese traditional culture can be widely utilized in commercial market design.

• Fashion & Textile Research Journal
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• 제17권4호
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• pp.561-573
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• 2015

The influence of tourists on the retail market in Korea continues to grow, and China has become the largest outbound-spending nation in the world. Korea's retail industry must comprehend the sophisticated consumption behavior of Chinese tourists. Hence, we explored how the experiential value of shopping in Korea affected Chinese tourists' satisfaction levels regarding stores and products. Findings from this study suggest entertainment and escapism mediate the effect of experiential value on consumer attitudes toward products and stores. This research was conducted with Chinese female tourists who shopped in Korea during their latest visit to this country. CFA and SEM were implemented using AMOS 20.0. The analysis of survey data produced interesting results. Visual appeal, crowding, and service excellence had positive impacts on entertainment, and they had a positive influence on both store satisfaction and product satisfaction. Regarding escapism, crowding and economic benefits had positive impacts, whereas visual appeal and service excellence had no effects. Results showed that escapism had a negative influence on attitudes toward both products and stores. To be clear, escapism refers to the status of absorption by which consumers are highly occupied with pleasant feelings, therefore, shopping when the motive of escapism is high is likely to be less rational and more impulsive. In this study, the diverse roles of different emotions associated with entertainment and escapism in the context of tourism shopping were identified. The findings provide practical implications for developing retail strategies and highlight the importance of the experiential values of shopping for tourists.