• Journal of the Korean Society of Fashion and Beauty
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• v.5 no.3
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• pp.87-91
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• 2007

The increased average life expectancy and an aging society mean a lot of change socially and economically. With the increased population of the new elderly generation, holding a desire to pursue high quality life, plans and marketing strategies towards this group have progressed in the clothing industry. Purchases of clothing will lead the silver clothing industry to a huge consumer market and silver clothing brands are expected to have a lot of potential to grow, especially in department stores in Korea. From now on, there is a need for attacking the market with distinct tactics and characteristics that will satisfy the elderly consumers emotionally. Psychological views towards the elderly generation must be changed and our unique environment state must be considered. With all that, there is also a strong need for researches and development technically and industrially.

• Journal of the Korean Society of Costume
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• v.55 no.5 s.95
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• pp.28-42
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• 2005

Objectives of this study were to investigate about the avatar's fashion products efficiency on casual wear advertisements to study about the effect of avatar's clothing image provided by apparel industry and to investigate about the effort of avatar's fashion product on apparel advertisement for fundamental data on the avatar's fashion marketing. Following were the summaries of the results: First, in terms of the correlation between avatar's clothing and casual brand images of nate avatar's fashion marketing, avatar's clothing image of FUBU male, female and maru male, female that is reformative, characteristical, unique and sensitive to latest fashion has positive correlation with FUBU and maru brand images. Therefore, consumers' higher perception on avatar's clothing image that are 'reformative', 'characteristical' and 'unique', indicated higher casual brand image perception, proving avatar's clothing image is effective in suggesting the brand. Second, in terms of advertising the avatar by clothing them with garments of each brand and comparing avatar's clothing and casual brand images, active avatar's clothing image of FUBU male, female emphasized active brand image of FUBU. However, FUBU male avatar's clothing image did not emphasize 'reformative', 'characteristical', 'cool', or 'sensitive to latest fashion' images compared to FUBU female avatar's clothing image. Also, in case of maru, 'male', 'conseuative' and 'insensitive to latest fashion' image of male avatar clothing emphasized maru brand image. Maru female's 'unpractical' ,'female' and 'characteristical' images emphasized maru brand image.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.3_4 s.141
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• pp.547-560
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• 2005

The purpose of this study was to segment Chinese career women by experience in purchasing Korean clothing and to analyze and compare clothing purchasing behavior between the 2 groups and to provide useful information to Korean manufacturers for establishment of marketing strategies for China. The subjects were 602 career women of middle and high class In their 20's and 30's. A total of 602 questionnaires were analyzed by using frequency, mean, Cronbach's $\alpha$, factor analysis, t-test and $X^2$-analysis. The results were as follows: 1. The demographic variables such as an age, residential city, marriage, and total monthly income were proven to be significantly different between the 2 groups except an academic background. 2. The clothing purchase behavior variables such as purchasing motive, using informants, clothing selection standards, store selection standards, purchasing place, satisfaction after purchasing clothes, shopping time, average monthly expenditure on clothing, purchasing frequency of casual wear, purchasing price, and paying method were proven to be significantly different between the 2 groups. However, the clothing purchase behavior variables such as purchasing frequency of formal wear and purchasing price of fur coat and sweater were proven not to be significantly different between the 2 groups.

• Journal of the Korean Society of Costume
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• v.24
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• pp.217-233
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• 1995

The ultimate purpose of this study is to suggest the most effective marketing strategy for the clothing consumer market based on the new generation consumer's clothing selection behavior analysis. In this thesis, it is appempted to make a progress in the new gen-eration consumer's clothing life style types, in clothing purchase behavior analysis among the clothing life style, and also in the marketing strategy for marketers. The subjects selected for the final analysis are 412 the new gerneration women of age 20 thru 34 in seoul and satellite town area. Data were processed the spss package program. As for the analytic method, factor analysis, clustering analysis, XCross-tubulation, F-test with ANOVA, frequency and percentage were applied in the survey. The major findings are as following : life style is classified into four types : The characteristic fashion-directory type(25.7%) ; The reason traditional type(9.0%) ; The sen-sitivity fashion-following type(11.0%) ; The community brand-conscious type(54.3%). 2 Clothing life style types characteristic of the new generation consumer proved that clothing life style types are a significant difference according to the life style, the fashion consciousness and the average monthly spend-ing on clothing. 3. There is an important discrimination according to the clothing life style types in their clothing purchase behavior such as infor-mation usage, clothing choice criterion and brand loyalty. 4. Based on the result of our analysis and the review of literature, the marketing strategy is suggested that characteristic and new design development is efficient way to consumer's purchase need. Therefore apparel industary which pursue an added value must frame marketing strategy on the basis of the target consumer's sensitivity characteristic according to the life style and fashion consciousness.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.4
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• pp.663-672
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• 2010

This study analyzes how the relationship marketing implement factors of masstige fashion brands influence the trust, satisfaction and repurchase intention of consumers. The survey was conducted from October $15^{th}$ to $30^{th}$ in 2008 with 330 responses used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The results show that the relationship marketing implement factors of masstige fashion brands were customer orientation, salesperson expertise, communication, brand expertise, and inducement. The relationship marketing implement factors of masstige fashion brands influence the trust and satisfaction of consumers. The trust and satisfaction of consumers influence the repurchase intention in the masstige fashion brands.

• The International Journal of Costume Culture
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• v.9 no.2
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• pp.149-159
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• 2006

The purpose of the study is to compare the clothing purchasing behaviors between Korean and American college women and to gather a basic data to establish a clothing marketing strategy and effective world marketing strategy in the fashion marketing. 1,150 questionaries were distributed to 3 universities in Korea and 3 universities America from March, 15 to 30 in 2006 and a total of 800 questionnaires, 466 from Korea and 334 from American, were utilized in the final analysis. The SPSS 12.0 was used to analyze the technical statistics like average and frequency, t-test, X$^2$, factor analysis and multi-variate analysis of variance.

• Proceedings of the Korea Society of Costume Conference
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• 2003.10a
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• pp.78-78
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• 2003

Due to changes in the forms of consumption, consumers promote purchase behavior in which they can practice self-ego and satisfy their taste. Therefore, companies began to establish marketing strategies that aim for consumers and one of those strategies is sensitivity marketing.

• Journal of Fashion Business
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• v.7 no.1
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• pp.55-71
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• 2003

The purpose of this research are to enhance the understanding of color marketing and to suggest future implementation strategy in the fashion industry. To do so, (1) the concept, requirements, tactics are discussed, (2) various cases are analyzed and key points of color marketing are suggested, (3) the current situation of color marketing and the problems are discussed, and (4) the future implementation strategies for the fashion industry are suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.8
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• pp.1121-1131
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• 2004

The main objectives of this study were to examine the research trend in fashion marketing which has developed relatively recently among all subject areas in clothing and textiles, and to make suggestions regarding the future direction of the area. Research papers published in the first volume to the year 2000 volume of the Journal of the Korean Society of Clothing and Textiles, Journal of the Korean Home Economics Association, and Journal of the Korean Society of Costume were examined and a total of 252 papers were categorized as fashion marketing papers. The results showed that the research topics were concentrated around consumer behavior, particularly decision making stage, and approximately a quarter of the papers dealt with 4P＇s -product, price, place and promotion- in marketing. Over 80% of the papers used survey method, and more than half of the papers examined female subjects exclusively, while only 6 research papers focused on males. The results indicated how fashion marketing area has been developing and what are needed to expand and strengthen the area.

• Journal of the Korean Society of Costume
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• v.57 no.2 s.111
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• pp.172-189
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• 2007

The purpose of this study was to identify the characteristics of ambivalent consumption appeared in the purchase behavior of apparel products by the 4Ps element of marketing mix and to clarify the relation between consumption value and clothing involvement that were the antecedent variable. Among the 4Ps element of marketing mix, brand was selected in the exterior criteria of products, and fashionability was selected in the internal criteria of products. Meanwhile, it was considered that there were no objects of conflicted or ambivalent criteria in the element of promotion. Finally, brand, fashionability, price, place, etc. were selected as the elements of marketing. A self-administered questionnaire was distributed to 550 subjects from Jun, 8th, 2006 to Jun, 22nd, 2006; 507 were used for the data analysis. The results from data analysis were following: firstly, it was identified that ambivalent consumption showed up, as the result from measuring the individual conflicting consumption by elements. Brand was the highest in the frequency of ambivalent consumption among the elements of marketing mix, and price, place, and fashionability were followed. Secondly, by product characteristics, the frequency of ambivalent consumption of casual shirt, group II, was lower than that of mountain climbing jacket, group III, in the brand element and the price element. Thirdly, as the results from conducting factorial analysis to consumption value, it had 5 dimensions, which were practical value, distinguishable/aesthetic value, conspicuous value, social/confirmative value, and enjoyable value. Also clothing involvement was classified into 4 dimensions of emotion, fashionability, symbolic and brand involvement in the result from conducting the factorial analysis to clothing involvement. Fourthly, the mean of ambivalent consuming group by each element was highest among that of other consuming groups in all the dimensions. Fifthly, ambivalent consuming group had the highest mean among other consuming groups in all the dimension of clothing involvement, such as emotion, fashionability, and symbolic by each element of marketing mix, and it means that overall, ambivalent consuming group is highly involved in all the dimension of clothing involvement.