• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.2
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• pp.190-203
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• 2015

The fashion industry has been rearranged by Global SPA brands (like ZARA and H&M), which are powerful retailers that integrate the value chain ranging from manufacturing to sales. SPA brands can offer good quality of clothing at a reasonable price by cutting the margin between the supply chain. They are also called fast fashions since they make expedited efforts to respond to market trends and consumers. Despite the slow growth of the fashion industry in Korea, as global SPA brands rapidly expand market share, traditional fashion companies have launched several SPA brands such as MIXXO and SPAO (E-LAND), 8SECONDS (CHEIL INDUSTRIES). The few academic studies on this subject are focused on the analysis of secondary data such as news and books. The current research is qualitative and empirical attempts to explore the success factor of SPA brands with analysis of 1:1 in-depth interviews with experts who have worked for global SPAs such as Uniqlo, H&M, and ZARA, based on the grounded theory. The main phenomenon was shown to be that global SPA brands were popular since they offer a variety of products with a large assortment at reasonable and cheap prices in a large scale and multifunctional retail store. Most of them displayed main phenomena that can be realized due to the purchasing cycle of clothing that is shorter with consumers' regarding clothing as consumables. Global SPA brands had three types of marketing strategy: sellable product, sales strategy according to consumer response, and multifunctional stores. Each global SPA brand developed marketing strategies based on core competency and national conditions. The three success factors shorten the consumer decision making process of clothing. This study concludes with implications for practitioners of SPA brands born in Korea.

• International Journal of Costume and Fashion
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• v.4 no.2
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• pp.30-39
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• 2004

This study aims to investigate various cultural activities of the Korean youth including the subcultural and popular cultural activities and their characteristics and influences on the youth fashion during the period 1996-2004. This study employs a qualitative approach based on the previous discussions of relevant literatures dealing with Korean youth culture and their fashion styles. The result of the study shows that the most prominent characteristic in youth fashion of the period was 'bricolage.' The appearance of 'Seotaiji' and the activities of his group laid the cornerstone of youth culture in the early 1990's. The influence of postmodernism changed the conventional sexism and androgynous outfit thrived. The androgynous effect also had strong influence on men's fashion in what turned out to be Metro-Sexual in early 2004. During the period 2000-2004 the postmodernism regained its popularity both in culture and fashion. 'Body' was also an important part of youth culture and has become the most popular and prevalent word of this era. At the same time the 'Well-Being' and sports look were the new trend of youth fashion. Sports look, also known as Caports, is one of these new trends and the most important youth fashion style like mix & match reformation. The youth became more and more aware of the body image and were interested in fashion as well. This trend awareness of their body and Well-Being image as well as their inclination to the fashion in the youth is expected to continue. Therefore the fashion industry, as their marketing strategy, needs to analyze the characteristics of the cultural trends among the youth and to prepare for the future need of youth fashion.

• Journal of the Korean Society of Costume
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• v.61 no.6
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• pp.60-73
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• 2011

Men's fashion has not much changed due to the pervasive patriarchy Because of the change of gender roll and attitude towards one's appearance and fashion, men began to express themselves with fashion in the late 90's. The purpose of this study is to categorize men's image and their fashion styles from Korean TV dramas to provide informations for predicting men's fashion trend in rapidly changing market. Through the analysis of three dramas with 30% or more of audience rating by all age groups from January to July, 2009, nine distinctive male images were selected and their styles were analyzed; silhouette, details, materials, color, accessories, and hair-style. The results are as follows: In the past holding neat and straight line silhouettes but today shows tight silhouette. In color and detail, the use of brilliant chromatic colors, use of hight saturation colors, big and brilliant pattern, ruffles, frills, beads, knitwear, mix matched new composed materials, and light materials are dominant. While short and simple shape of hair-styles were predominant in the past, now we see more varied hair length. Not only that, variety of perms and colors are showed on TV screens. Hence, the results show that a lot of radical change has happened in the men's fashion, and marketing propositions that reflects this change in men's fashion market are requested along with trendy emotional product development and coordination proposals, and finally calls for more multilateral study and market search of male consumers.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.35-48
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• 2010

Today, the fashion market challenged by a maturing retail market needs a new paradigm in the "evolution of brand" to improve their comparative advantages. An important issue in fashion marketing is lifestyle brand extension with a specific aim to meet consumers' specific needs for their changing lifestyle. For fashion brand extensions into lifestyle product categories, Gen Y and Baby Boomer are emerging as "prospects"-Baby Boomers who are renovating their lifestyle, and generation Y experiencing changes in their life stage-with demands for buying new products. Therefore, it is imperative that apparel companies pay special attention to the consumer cohort for brand extension to create and manage their brand equity in a new product category. The purposes of this study are to (a) evaluate brand equity between parent and extension brands; (b) identify consumers' perceived marketing elements for brand extension; and (c) estimate a structural equation model for examining causative relationship between marketing elements and brand equity for brand extensions in lifestyle product category including home fashion items for the selected two groups (e.g., Gen Y, and Baby boomer). For theoretical frameworks, this study focused on the traditional marketing 4P's mix to identify what marketing element is more importantly related to brand extension equity for this study. It is assumed that comparable marketing capability can be critical to establish "brand extension equity", leads to successfully entering the new categories. Drawing from the relevant literature, this study developed research hypotheses incorporating brand equity factors and marketing elements by focusing on the selected consumers (e.g., Gen Y, Baby Boomer). In the context of brand extension in the lifestyle products, constructs of brand equity consist of brand awareness/association, brand perceptions (e.g., perceived quality, emotional value) and brand resonance adapted from CBBE factors (Keller, 2001). It is postulated that the marketing elements create brand extension equity in terms of brand awareness/association, brand perceptions by the brand extension into lifestyle products, which in turn influence brand resonance. For data collection, the sample was comprised of Korean female consumers in Gen Y and Baby Boomer consumer categories who have a high demand for lifestyle products due to changing their lifecycles. A total of 651 usable questionnaires were obtained from female consumers of Gen Y (n=326) and Baby Boomer (n=325) in South Korea. Structural and measurement models using a correlation matrix was estimated using LISREL 8.8. Findings indicated that perceived marketing elements for brand extension consisted of three factors: price/store image, product, and advertising. In the model of Gen Y consumers, price/store image had a positive effect on brand equity factors (e.g., brand awareness/association, perceived quality), while product had positive effect on emotional value in the brand extensions; and the brand awareness/association was likely to increase the perceived quality and emotional value, leading to brand resonance for brand extensions in the lifestyle products. In the model of Baby Boomer consumers, price/store image had a positive effect on perceived quality, which created brand resonance of brand extension; and product had a positive effect on perceived quality and emotional value, which leads to brand resonance for brand extension in the lifestyle products. However, advertising was negatively related to brand equity for both groups. This study provides an insight for fashion marketers in developing a successful brand extension strategy, leading to a sustainable competitive advantage. This study complements and extends prior works in the brand extension through critical factors of marketing efforts that affect brand extension success. Findings support a synergy effect on leveraging of fashion brand extensions (Aaker and Keller, 1990; Tauber, 1988; Shine et al., 2007; Pitta and Katsanis, 1995) in conjunction with marketing actions for entering into the new product category. Thus, it is recommended that marketers targeting both Gen Y and Baby Boomer can reduce marketing cost for entering the new product category (e.g., home furnishings) by standardized marketing efforts; fashion marketers can (a) offer extension lines with premium ranges of price; (b) place an emphasis on upscale features of store image positioning by a retail channel (e.g., specialty department store) in Korea, and (c) combine apparel with lifestyle product assortments including innovative style and designer’s limited editions. With respect to brand equity, a key to successful brand extension is consumers’ brand awareness or association that ensures brand identity with new product category. It is imperative for marketers to have knowledge of what contributes to more concrete associations in a market entry into new product categories. For fashion brands, a second key of brand extension can be a "luxury" lifestyle approach into new product categories, in that higher price or store image had impact on perceived quality that established brand resonance. More importantly, this study increases the theoretical understanding of brand extension and suggests directions for marketers as they establish marketing program at Gen Y and Baby Boomers.

• The Research Journal of the Costume Culture
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• v.22 no.1
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• pp.86-98
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• 2014

This study analyzed fashion businesses based on the 6P's, products, prices, place, promotion, people, and patron for business owners in the Myeongdong commercial fashion district. Furthermore, this study proposed plans that would activate the Myeongdong fashion district and continuously develop it as a global fashion city. A survey was conducted from August to September, 2012 for 249 fashion business owners in Myeongdong. Eventually, only 208 questionnaires were used for the analysis. The research results were as follows. First, domestic brands have the largest share in the market and sales of fashion accessories were higher than the sales of clothes. Second, the prices for those fashion items ranged from low to mid-price. Third, the opening of new shops keeps increasing, and the size of the shops falls between ten and twenty pyeong generally. 'Self-production' was the highest form of production compared to any other form, and regarding importation sites, importation from overseas was the highest. Fourth, regarding promotion types, the sales in shops was the most commonly used promotion method compared to television and magazine advertising, and personal selling. Fifth, the proportion of male proprietors was larger than that of female proprietors. Most employees had less than five years of sales experience. Sixth, the main customers were females in their 20s and the proportions of Korean and foreign customers was similar.

• Journal of the Korean Society of Costume
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• v.66 no.8
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• pp.109-122
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• 2016

This study is to explore the ways to increase the export performance of start-up companies, as opportunities are rising along with more companies entering the global market. Thus the study analyzed the factors affecting export performance of the start-up company by mainly looking at the international marketing capabilities of enterprises type of marketing strategy and internal environmental capabilities. The following were derived as factors for marketing 4P strategy: innovation of product, flexibility of export price, differentiation of distribution channels, diversity of promotional activities, and positive-ness of promotion. For internal capabilities of enterprises, innovation of CEO, initiative of CEO, risk susceptibility of CEO, information power of export market, and information power of competitor were derived as factors. Two types of performances were considered for export performance, financial and non-financial. Among innovation of product and risk susceptibility of CEO the non-financial performance of export performance, and only differentiation of distribution channels of marketing 4p strategy the financial performance. It showed that since performance was different depending on the entrepreneurship of the CEO, only innovative products differentiated from small and medium enterprises. risk susceptibility of CEO increased export outlook by corporate acknowledgment and image, creation of potential customers, and financial performance affected only differentiation in distribution channel rather than entrepreneurial spirit, information power, or organizational flexibility because of short business career and insufficient period enough to gain trust. Therefore, start-up companies need to improve their non-financial export performance by increasing innovation of product and risk susceptibility of the CEO. The companies need to widen the differentiation of distribution channels in the financial export performance.

• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.403-427
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• 2001

The purpose of this study is to deeply understand consumer characteristics of department stores in pusan to cope with intensive competition of distribution channels. To complete this purpose, literature study was done through secondary data, than statistical research was conducted from 23th April to 17th May, 2001, through interview with 600 consumers of Hyundai department store in Pusan. Consumers of department stores earn more money than average, and they purchase fashion goods rather than necessities at department stores. Thus to deal with discount store, department stores need to lay stress on prestigious image and fashion goods. And to deal with other competitive department stores, they have to develope more distinctive and superior marketing mix than counter part. These days distribution situations of pusan are changed owing to prohibition of shuttle bus, opening of second section of subway line 2, and opening of Lotte department store at Dongrae. Thus departments stores also have to investigate the change of shopping behavior of consumers.

• 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.535-546
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• 2005

The purposes of this study are to verify the validity of the conceptual structure of clothing shopping orientation(CSO) developed in the previous research, and to explore the difference of CSO structure between male and female consumer groups. For those purposes, data of 499 male and female consumers were collected. Confirmatory factor analysis, ANOVA, and simultaneous factor analysis were used for data analysis. The results are as follows. First, as a result of confirmatory factor analysis, the validity of conceptual structure of CSO was verified. Second, as a result of ANOVA, male and female showed significantly different CSO at the lower-dimensions level, and as a result of simultaneous factor analysis, male and female showed significantly different relationships between dimensions within the structure. This means that the CSOs of both male and female can be explained by the same CSO structure model, but the specific relationships between CSO dimensions are different by the gender of consumers. Finally, directions for fashion marketing mix concerning the CSO structures of male and female were suggested.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.4
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• pp.63-81
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• 2013

This study examines the impacts of antecedents on the outdoor sportswear brand personality dimensions and identifies the effects of brand personality dimensions on brand attachment and brand commitment. An online survey was conducted on women in their 20s to 50s, who have experienced to purchase the outdoor sportswear before and 420 responses were analyzed. The results of this study were as follows: 1) The results of factor analysis and the reliability test on the outdoor sportswear brand personality clearly showed factorial structures that include sincerity, excitement, vitality, and prestige. 2) The antecedents of brand personality including quality, price, advertising, and store environment had different influences on the outdoor sportswear brand personality. 3) The dimensions of outdoor sportswear brand personality had a different influence on the brand attachment and commitment. 4) The brand attachment showed a significantly positive influence on the brand commitment. This study indicates that the brand personality could be a useful tool for enhancing the brand attachment and commitment and marketers should develop and utilize the marketing mix according to the brand personality which they want to convey.

• Journal of Fashion Business
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• v.8 no.3
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• pp.59-69
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• 2004

This thesis has an intention to examine how much Bobos, which has appeared as a new ruling class in the age of digital information economy, has had an influence on the fashion design and which aspect Bobos fashion assumes specifically. The existence of Bobos in Korea and its cultural disposition are examined. To do so, questionnaire survey has been performed for 400 persons. According to the result, it is shown that they control themselves thoroughly through exercise and have much interest in their health; for example, they prefer organic agricultural products and nonpolluting foods. They also consume goods reasonably, emphasizing on their own individuality, rather than purchase high-price articles for no good reason, and enjoy their life while seeking for success in the society. Such a disposition is almost same as that in the U.S, showing a small difference in the occupation or origins. It is examined which aspect Bobos fashion design, a new trend, assumes in more detail. Bobos seeks for a thing that is not cheap, has a recognized brand, and is not behind the fashion. They like the nature friendly, classical, and not vulgar thing. design should be casual and practical, and the quality of the material should be good. Especially, an individual disposition is emphasized in Bobos fashion, in which they disregard a brand and try to be the subject of a trend, by creating a fashion by themselves, to express their originality freely. Bobos fashion the first style it harmonizes the appear things not to be matching with each other and depending on pursuing the mix & match. The second style of Bobos fashion nature is friendship and fight. The hazard which it does like that the fact that it attempts is the composition characteristic of idea. The namely design is an utility cheap assuredly with high-class characteristic of subject matter is not a recognize cheap. The third style of Bobos fashion is expressed in nostalgic about the art. Of course Bobos style is not a possibility fashion as main stream of doing still today, but the effect of Bobos is magnified gradually from cultural, social, economic area. It analyzes style is a tendency where trend of the consumer is gradually converted marketing. This paper is meaningful in the sense that Bobos class, which has not been examined yet systematically, and the fashion are connected closely, and the fashion trend in the next is examined.