• Journal of Fashion Business
• /
• v.20 no.2
• /
• pp.107-123
• /
• 2016

The purpose of this study is to obtain specific data about the characteristics of color preference on Women's street fashion within China and Korea. Photos of Women's street fashion from the twenties and thirties were taken in person in four cities in China(Beijing, Dalian, Qingdao and Nanjing) and Seoul from July 2nd to August 10th, 2015. Three hundred photos in each city were selected, making a total of 1,500 photos. In the analysis of the colors of the clothing in these five cities, the uses of the multi color was most frequent in Dalian, while those of Black was most prevalent in Beijing, Qingdao, Nanjing and Seoul. The Black proved to be commonly preferred through all the items, regardless of terms of the nationality, areas and seasonal changes. The high incidence of Purple Blue color in Beijing, Dalian and Qingdao might be attributed to their preference of the blue jeans. The Multi color was highly shown in all the cities which might be due to their preference of compound colors rather than the mono ones. The high preference for the chromatic colors such as Red, Yellow Red and Yellow might be ascribed to the Chinese traditional color preferences. The differences lies in the color tones, such as the dark and light grayish tone emphasized in Seoul and Nanjing, and vivid and strong tones in Beijing, Dalian and Qingdao. Seoul shows a liking for the achromatic colors, preferring dark and grayish tones, compared with four cities in China, only Nanjing has a similar trend to Seoul. This study analyzes geographical preferences in China that possibly contribute to the launching of Korean fashion brands in view of the design and marketing as a useful basic resources.

• Journal of Fashion Business
• /
• v.17 no.3
• /
• pp.58-73
• /
• 2013

In China, the phenomenon called 'Korean Wave' has boosted the interest in Korean pop culture, such as TV drama, music and films, and even in the general culture and society. As Korean singers, movie actors and talents become popular beyond acceptance of public culture, those who learn Korean, buy Korean products and visit Korea have emerged. Especially, most Chinese women have used Korean hair cosmetics and the interests in Korean hair cosmetics are increasing, since cosmetic companies entered China early due to Korean wave. Thus, the status of purchase of Korean hair cosmetics is growing day by day in China. In particular, since the environment is established to buy hair cosmetics easily in Myeong-dong which is one of the shopping tourism special districts, many Chinese tourists are crowded there. Based on such phenomenon, this study explored the differences in perceptions towards 'Korean Wave' among Chinese tourists who purchased Korean hair cosmetics in Myeong-dong, and analyzed the factors that largely determine the interest in Korean hair cosmetics and their purchase behavior. Therefore, this study is aimed at contributing to the development of hair cosmetics products and the market amid Korean Wave. As the research methods, 100 answered questionnaires were collected with target of Chinese tourists at 20s and 40s who purchased Korean hair cosmetics in Myeong-dong once 120 questionnaires were distributed. In-depth analysis was conducted and final research data were used. It was confirmed that Korean fever positively affected the Chinese tourists' purchase behavior and satisfaction of hair cosmetics, and the interests in Korean hair cosmetics at 20s were higher than at 40s. People at 20s had higher awareness, satisfaction and intention of repurchase of hair cosmetics compared rather than people at 40s. The research confirmed that Chinese tourists are very interested in Korean hair cosmetics as the pop music craze has led to the general Korean Wave, and differences in such perceptions have led to significant differences in the product purchase behavior.

• Journal of the Korean Society of Costume
• /
• v.61 no.10
• /
• pp.119-134
• /
• 2011

The present study proposes and tests an integrative model for global consumers to examine the relation among fashion marketing mix, brand attitude, brand loyalty, and purchase intention in the jeans market. The questionnaire surveys 692 consumers in the United States, China, and France. The statistical analysis methods that are used are as follows: frequency analysis, factor analysis, SEM analysis, and multi-group analysis. The results show that fashionability, perceived quality, and advertising have a direct and also a positive effect on brand attitude; however, advertising didn't have a direct effect on purchase intention. In addition, the results of the SEM analysis show that brand attitude leads to brand loyalty, while also showing a direct and indirect positive effect on purchase intention. Furthermore, the multi-group analysis reveals significant differences in SEM among countries such as the United States, China, and France.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.23 no.2
• /
• pp.93-104
• /
• 2021

The worldwide coronavirus pandemic has brought to light the importance of having a reliable supply of masks for each person. This study aims to understand the effect of personal awareness (including community, others', and safety awareness) on consumption conformity and the repurchase intention of masks. The research method used the SPSS 22.0 and AMOS 22.0 statistical systems to analyze descriptive statistics in terms of reliability, validity, structural equation modeling, and moderated regression analysis. A total of 272 Chinese participants were recruited via an online survey website (www.sojump.com) from May 1 to May 14, 2020. Findings indicated that mask users' awareness can be categorized into three distinct types: community, others', and safety awareness. The more community and safety awareness is perceived, the higher the level of consumption conformity. In contrast, others' has no statistical effect on consumption conformity or repurchase intention. The positive influence of consumption conformity on the repurchase intention of masks is also weaker than price perception. However, another moderating variable, mask quality, has no moderating effect. The results of this study can help mask manufacturers and distributors retain their customers, resulting in reasonable protective measures while maintaining market order. Theoretical and managerial implications for mask suppliers are also provided.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.46 no.2
• /
• pp.250-271
• /
• 2022

Traditional wedding dresses have had a high market demand in China in recent years. Traditional wedding dresses from the Tang dynasty occupy an important position among traditional Chinese dresses, and they are also favored by young women. This study was conducted to develop the rushan and qun patterns of traditional wedding dress styles from the Tang dynasty for women in their twenties in China. For this purpose, the rushan and qun patterns of Tang and Song dynasty dresses and modern traditional dresses were collected and analyzed. Additionally, the developed patterns were validated for suitability through appearance evaluations of virtual and real fittings. The following proportions of the developed patterns were proposed: H/3.3 for rushan length, H/33 for collar width, H/1.08 for total sleeve length, H/6 for sleeve width, H/8.5 for sleeve hem width, and H/1.55 for qun length. In addition, the developed patterns received high scores in the appearance evaluations of the virtual and real fittings. Therefore, the developed rushan and qun patterns are expected to have high utility in the current traditional wedding dress industry.

• Fashion & Textile Research Journal
• /
• v.21 no.5
• /
• pp.574-585
• /
• 2019

The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K-beauty products. This study analyzes how K-beauty SNS influencers are related to Chinese consumers. A survey was conducted among Chinese millennial consumers after watching videos provided by K-beauty SNS influencer; subsequently, 456 responses were used for data analysis. As a result, the analysis based on the Elaboration Likelihood Model (ELM) distinguishes the central route and the peripheral route in the process of Chinese consumers accepting new SNS products. The study findings suggested that information quality, credibility, accuracy, and usefulness had significant effects on acceptance intention for new products among central route factors, and similarity, trustworthiness, pleasure, expertise, and attractiveness also had significant effects on the acceptance intention of new product among peripheral route factors. It was found that variables of the central route, rather than those of peripheral route, had stronger effects on the acceptance intention for new products. Consequently, the central route of K-beauty SNS influencer is more important to Chinese consumers' acceptance of new products. It is expected that this study will offer beauty influencer marketing-based cosmetics brands efficient consumer management suggestions.

• The Research Journal of the Costume Culture
• /
• v.24 no.4
• /
• pp.511-529
• /
• 2016

The current study aims to segment Chinese female consumers using their lifestyle dimensions in the cosmetics market, and analyze their cosmetics purchasing behavior based on that segmentation. Specifically, lifestyle groups were examined to see if there is any group difference(s) in consumer behavior for Korean cosmetics. Lifestyle groups were examined based on: consumers' demographic characteristics, perceived brand attributes, loyalty toward Korean cosmetics, usage of Korean cosmetics products, preferred stores of shopping for Korean cosmetics, and use of information sources in purchase decisions. An online survey was administered to female consumers who live in Beijing and Shanghai. A total of 493 surveys were used for data analyses. The results of the study were as follows: First, factor analysis revealed 11 significant lifestyle dimensions. Second, using these 11 lifestyle dimensions, cluster analysis was conducted, which revealed four distinct groups of consumers: (1) "timid inactive group," characterized by having low scores in most lifestyle dimensions; (2) "showcase goers," who tend to be highly fashion/appearance-conscious and brand-oriented; (3) "practical buyers," who tend to be price-conscious, sensitive and timid; and (4) "sensible buyers," who enjoy finer meals and wellbeing lifestyles, as well as hardworking in everything and impulse-buy things. Third, consumer behavior of purchasing Korean cosmetics brands were examined; significant differences among the four lifestyle groups were found. The study concludes with a discussion of the results and practical implications.

• Journal of Fashion Business
• /
• v.12 no.1
• /
• pp.93-108
• /
• 2008

This study held physical measurement for male subjects in their 20s living in Ningbo City, Zhejiang Province in China, showing the biggest market in men's clothes. Their representative lower body types with average shapes and sizes were chosen so as to develop men's slacks patterns with better dimension fitness. The following are the results of the analysis: 1. Slacks patterns were made based on the mean measurement values of 5 people, who were closest to the representative body types, from the index*absolute group of 47 people. The dimensions of application for slacks pattern-making were 77cm(omphalion waist circumference), 91cm(hip circumference), and 103cm(slacks length). 2. For the comparison of high-fitness and more-room pattern dimensions, 5 styles of slacks were made: Korean, Chinese, British, Japanese, and industrial. In the dressing fitness tests, industrial patterns had excellent appearance and Japanese ones had the best function. 3. Based on the analysis results of slacks pattern comparison, the target slacks were experimentally made and received superior evaluation points to the compared slacks patterns in two times of evaluation for appearance and function. 4. The final slacks pattern in this research had the following dimensions: front waist circumference: W(1-2cm with room included)/4-1cm, back waist circumference: W/4+1cm, front hip circumference: H(9$\sim$10cm with room included)/4-1cm, back hip circumference: H/4+1cm, crotch length: H/4-1.5cm, hip length: crotch length-H/12, front crotch extension: H/16-1.5cm, back crotch extension: H/8+3cm, knee line: 33cm below crotch line, front tuck amount: 4cm, back dart amount: 2.5cm(center) and 1.5cm(side), and back dart length: 10cm (center) and 6cm(side).

• Human Ecology Research
• /
• v.59 no.3
• /
• pp.419-432
• /
• 2021

To help korean fashion brands establish CSR activities in the chinese market in the future, this study investigated the influence of korean fashion brands' CSR fit with Chinese Consumers on Consumer Satisfaction and brand attitude, with the moderating effect of ethnocentrism. An online survey was conducted with 20-39 year-old consumers in China from April 18 to April 30, 2021. Data analysis was conducted using SPSS 24.0 and Amos 24.0. The results of this paper are as follows. First, environmental CSR fit had the greatest impact on consumer satisfaction, followed by financial CSR fit and social contribution CSR fit. Second, environmental CSR fit and social contribution CSR fit had positive effects on brand attitude, while financial CSR fit did not have a positive effect on brand attitude. Third, as customer satisfaction has a favorable effect on brand attitude, it can be inferred that the greater the satisfaction customers feel for a Korean fashion brand in China, the more positive the attitude they develop toward Korean brands. Fourth, there was no significant difference between groups that had a high and low degree of ethnocentrism, confirming that ethnocentrism does not have a moderating effect on consumer satisfaction. On the other hand, in the relationship between environmental and social contribution CSR fit and brand attitude, there was a greater impact in the low ethnocentrism group compared with the high ethnocentrism group, which verifies the moderating effect of ethnocentrism.

• Fashion & Textile Research Journal
• /
• v.14 no.2
• /
• pp.251-260
• /
• 2012

Nowadays, global wedding dress companies are interested in the Chinese wedding market because of expectations in consumption patterns of the post 80's generation. Therefore, wedding behavior, selection criteria for wedding dresses, and favored image by segmented groups targeting 20's to 30's Chinese women were studied to help the Korean wedding dress industry to establish their business in China. The survey was conducted in Shanghai city and three neighboring cities-Wuxi, Zhengziang, and Hangzhou-, and the primary data were analyzed using the SPSS program. As results, Chinese women thought that the wedding ceremony should be elegant and dignified, and they wanted to choose their favorite style rather than a recommended style. The criteria of selection were classified into four factors. Overall image and well fitting with their face and body were the most important factors in the selection of wedding dress. The most favored image was unique/novel image. Several favored images for their wedding dress were significantly different by occasion (ceremony day and photo shoot day) and education level. People of higher education level preferred more luxurious and classic image during the ceremony, and a classic and gorgeous image on the photo shoot day. A white dress and a colored dress for weddings were favored more than the Chinese traditional dress on both occasions. There was also a significant difference between general consumers and the wedding business employees in the quantity of wanted wedding dress.