• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.11
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• pp.1659-1668
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• 2008

The purpose of this study was to examine the impact of advertising expressive factors on brand equity and to investigate the role of brand personality as a factor mediate variable. The subject used for this study were 352 female university students. The data was analyzed by descriptive analysis, correlation analysis and confirmatory factor analysis using SPSS program and Amos program. As the result, model fit index showed $X^2$=57.824, df=19, GFI=0.969, CFI=0.959, NFI=0.942, and RMSEA=0.076, providing good model fit. Out of the advertising expressive factors, sophistication and model preference factors gave impact on brand personality. Also, among advertising expressive factors, novelty, sophistication, model preference, information factors affected brand equity. Finally, brand personality influenced on brand equity. Brand equity was affected directly by advertising expressive factors. It was also affected by brand personality which is a mediate factor between advertising expressive factors and brand equity. The results of this study would provide advertising strategy for fashion brand.

• Journal of Fashion Business
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• v.10 no.4
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• pp.45-54
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• 2006

This study analyzed the purchasing behavior for underwear, with the subjects of pregnant women, and the trend of its fit preference and thereby looks into the practices of their clothing life to provide the basic data for the formation of maternity clothing industry, focusing on the underwear development in response to pregnant women's body type features. The conclusion were as follows: 1. The analysis of underwear wearing practices for the women in the pregnancy of eight months or longer and those after the delivery within one month showed that about 80-90% of them wore panties or brassieres and about 70% of them did not wear girdles, thus with a lower level for girdles than for panties or brassieres. 2. The surveys of the satisfaction and fit for two designs each with the high wearing frequency did not show any relatively significant difference in assessment by the design. The analysis of the satisfaction by the part with the maternity underwear indicated that in the case of panties the respondents were dissatisfied with the length as to be long, and also dissatisfied with waist circumference, abdomen circumference, private parts, and groin as to be small, reflecting that the circumference coverage of the panties in the market was not effectively managed.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.1
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• pp.96-106
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• 2020

This study designed four types with a different halter-neck shoulder straps of an athleisure brassiere for women in their 20-40s as well as analyzed the shoulder strap pressure, shoulder strap position, subjective sensation, and design preference when wearing them. The design basis was to reduce the pressure at the back of the neck area, to allow the shoulder strap to pass down the neck as far as possible, and to send the anatomically sensitive side neck out as far as possible. As a result, H, which had the best subjective sensation and design preference, had the shoulder strap positioned more towards the shoulder point; in addition, the back of the neck did not pass. It was also found that the shoulder strap pressure near the neck was small. However, E, with the lowest subjective sensation, had the highest shoulder strap pressure and was placed up the neck. This confirmed that the position and pressure of the shoulder strap are variable when influencing the subjective sensation.

• Korean Journal of Human Ecology
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• v.22 no.4
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• pp.651-665
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• 2013

The purpose of this research was to investigate preference and clothing images for T-shirts utilizing Hyojemunja Textile Pattern. The results of this study showed that the secondary students who participate in the study had low interest in Folk-painting and that the female students were more willing to buy T-shirts utilizing The Hyojemunja Textile Pattern than the others. Secondary students preferred letters-pattern to other ones of T-shirts and they opted for the patterns with black curve scripts and the patterns located in upper parts of T-shirts. However, the participants considered straight scripts more sophisticated, unique and feminine than curve scripts and therefore, this awareness helped them become more interested in Hyojemunja Textile Pattern. The findings of the study may suggest T-shirts utilizing Hyojemunja Textile Pattern can give those who have a low interest in Folk-painting increased chances to learn Folk-painting in secondary education.

• Journal of the Korean Society of Costume
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• v.53 no.2
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• pp.87-100
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• 2003

In this study, the modern street fashion of Kangnam and Kangbuk was qualitatively examined and comparatively analyzed through the field case study, and it is expected that the results of this study be importantly used in planning commodity of fashion brand. The photographs taken in the Kangnam and Kangbuk streets were classified as looks. which were comparatively analyzed each other. Also, a questionnaire was carried out in return for women in those streets, and data related with an age group, occupation, school, academic major, etc. for participant personality and with time purchasing clothing. average expenses for clothing per month. market and reasons for buying clothing, current fashion style, etc. for fashion preference trend were obtained. The streets around Kangnam subway station and KOEX mall for the Kangnam fashion style were selected for the sampling, and Sinchon and entrance of Ewha University for the Kangbuk, where college students and middle/high school students mostly gather. Results showed that an easy casual style was most popular in the Kangbuk area, and a romantic feminine style including a bobos style most popular in the Kangnam area. This case studied on the street fashion gaves the qualitative results about the fashion trend and fashion prediction information, and they could be compared with quantitative those known previously. Also, it could be a basis research on strengthening the competitive power in fashion commodity. However, this study was subjected to restriction in the sampling due to the short time and a few streets. This study will be extended into longer time and various streets including Apgujungdong in Kangnam and many colleges in Kangbuk.

• Journal of the Korean Society of Costume
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• v.66 no.5
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• pp.1-15
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• 2016

Within globalization of fashion business Korean culture is affecting fashion business. Although Korean culture is creating new content and economic value presently, the research on Korean fashion culture has been limited. Therefore, this study has identified attributes influencing cognitive, affective response as well as consumer preference and purchase towards contemporary Korean culture clothing. This study aims to do the following: (1) examine the effect of the identified contemporary cultural apparel product attributes on cognitive, affective response (2) Analyze the effect of cognitive, affective response on preference and purchase intention (3) Determine the relationship between preference and purchase intention. This study result defines the importance of studying contemporary cultural apparel product attributes for better fashion marketing business in the fashion and cultural field to attract consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.8 no.2
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• pp.11-17
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• 1984

The purpose of this study was to explore the characteristics of Fashion leadership in relation to social partipation, mass communication, and socioeconomic level among married women living in Seoul. Fashion opinion leadership was measured by Schrank Fashion Opinion Leadership Inventory. Fashion Preference Scale was designed to determinefashion innovativeness. Social parti-cipationana mass communication were assessed by selected items from the inventory of Summer and Kim. Hollingshead's two-factor index and weighting system was selected to assess socioeconomic level. The questionnaires were adminstered to a random sample of married women in Seoul. The date for 214 respondents were analyzed by Pearson correlation, analysis of variance, and t-teat. The results were as followers : 1) Fashion opinion leadership was significantly related to fashion preference. 2) Fashion leadership was significantly related to social participation, mass communication, socioeconomic level. 3) There was a significant difference between fashion leadership and age. 4) Women's occupation had little influence on fashion opinion leadership as well as fashion preference.

• Korean Journal of Human Ecology
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• v.11 no.3
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• pp.263-271
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• 2002

This research was designed to investigate the preference to textiles for shirts of college students. 105 subjects majored in fashion design were surveyed and SPSS WIN 11.0 program was used for statistical analysis. The results of this study were as follows: 1. Design was the primary factor in purchasing a clothing and college students considered color and texture as important factors for clothing materials. 2. There were significant differences in preference to textiles for winter shirts, especially grade and resident area. 3. College students preferred plain wool two and two check foremost as a textile for spring and fall. 4. Plain cotton poplin was the most preferred material for summer. 5. Twill cotton drill was the most preferred textile for winter. 6. Textiles for winter were thicker and heavier than others and natural fiber were preferred such as cotton and wool. 7. Plain weave was preferred for spring. fall and summer, and twill weave for winter. 8. College students preferred plain texture foremost and blue shaded light color was preferred for spring. fall and summer and brown shaded dark color was for winter.

• The Research Journal of the Costume Culture
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• v.20 no.3
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• pp.319-329
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• 2012

The market share of conglomerates is increasing in the Korean school uniform market these days. Functional fit problems occurred. Girls choose slim silhouette often experienced fit problems. The purpose of this study is to probe for functional design elements of high school girls' uniforms. A questionnaire survey was carried out. 202 high school girls took part in the survey. The questionnaire measured school uniform brand preference and size of school uniform jackets. The results of the survey show that over half of participants(56.6%) wore their jackets over nine hours per day. They considered the aesthetics of the design as the most important factor when purchasing school uniforms. That element affected their brand preference. In analyses of the fit suitability, there were no significant differences between brands. The jacket lengths were significantly different among brands, but all were evaluated as being short. About 60% of students had difficulty raising their arms while wearing their school uniform jackets. The results of this study revealed that high school girls' uniform jackets are too short and tight. Ergonomic design elements should be applied to high school girls' uniform jackets.

• Fashion & Textile Research Journal
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• v.21 no.1
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• pp.104-111
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• 2019

This study was developed using the DTP (digital textile printing) jacquard fabrics with a three-dimensional pattern for bag and evaluated the preference and emotional structure. The following conclusions were obtained. Three-dimensional patterns of 12 species using the illustrator program, including six kinds of designs based on the text and six kinds of character types based on the geometry of the basic design was developed. As a result of evaluating the preference of the three-dimensional pattern jacquard fabric, the most preferred fabric was a three-dimensional patterned jacquard fabric with a motif of the Korean consonant "ㅅ". The results of analyzing the emotional dimension of the three-dimensional pattern jacquard fabric, eight factors including simple image, feminine image, exotic image, graphic image, sporty image, masculine image, dynamic image and stereoscopic image were derived. Between emotional factors and preferences correlation analysis showed the stronger the simple image, the feminine image, and the sporty image, the more preferable. It suggested the possibility of a morphological and new fabric for bag, textile design motifs by using Hangul consonants attempt to limit the flatness of the existing geometric form patterns that can be applied to three-dimensional bag whether swirly patterns overcome.