• 한국의류학회지
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• 제16권4호
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• pp.471-484
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• 1992

The purpose of this study was 1) to find out Market segmentation possibilities according to consumer's store selection factors by analysis of Consumer's attitude and oriteria of apparel store selection, 2) to provide marketing strategies of segment marker for apparel stores Research problems were as follows. 1) To find out the important factors of consumer's store selection and to segment markets according to their factors. 2) To find out consumer characteristics (demographic variables, clothing life factors, cloth-ing purchase behaviors) according to segment markets. 3) To find out preference store types and preference factors according to segment markets. 4) To provide marketing mix strategy for retail apparel store sales. The subjects selected for the final analysis were 586 female college students, housewives, and workers living in Seoul. A questionnaire was developed in order to measure consumer's selection criteria of apparel store, consumer characteristics and preferred store types and preferential factors. The results of this study were as follows: 1. There were 8 factors of consumer's store selection such that: the high quality, convenience, store atmosphere, economy, dependency commercials, store patronage, the conformity, product assortment. the result of cluster analysis based on these 8 factors of store selection verified that market was able to be segmented as four different market, which were the store loyalty group, the aligned economical group, the assortment pursuing group, the store fame dependent group. 2. There were significant differences among four groups, for 4 variables related to consumer's characteristics such as demographic characteristics (sex, age, job, level of education, the living quarters, marrige or unmarrige), clothing life factors, clothing evaluating criteria, and favorite fashion information sources. 3. There were significant differences among four groups for 2 variable related to store preference such as preference types of store and preference factors of store.

• 복식
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• 제55권8호
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• pp.15-29
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• 2005

In these days, T-shirt is not only the simple wearing goods but also the suggestive communication, which is not showed outward as well as being intended. Also, it indicates expression of contemporary sensitive living, expression of substantial oneself, and the effective commercial promotion fer advertising fashion brand and promoting the object's sale. Following the above concept, the aim of this study is to understand the outstanding tendency of ' The T-shirt one-point graphic's functions and visual image ', which is appeared after 2001 in the fashion industry's commercial aspects. The visual image's applicative rate of the T-shirt one point graphic is the following; The best applicative rate on T-shirt one- point graphic is the visual image using the mix & match technique shown 42.8 percent applicative rate. The second one is the visual image using the typography shown 38.7 percent. The third one is the visual image using the animals and plants shown 8.5 percent. The fourth one is the visual image using the person's character shown 3.8 percent. The fifth one is the visual image using the geometry shown 2.4 percent. The least one is the visual image using the cartoon character shown 1.6 percent. On the other hand, another important function of t-shirt one-point graphic is the following; 1, The essential function as t-shirt design factor. 2, The promotional function as brand image marketing and brand advertisement. 3. The communicative function as discriminative strategy of object. 4. The achievable function as value added goods.

• 한국의류학회지
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• 제35권1호
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• pp.37-50
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• 2011

This study analyzed the content of special selling events in internet shopping malls to establish academic standards for special selling events as tools for sales promotions and to suggest systematic guidelines for marketers designing special selling events. Based on a content analysis, the titles of special selling events from four internet shopping malls selling women's apparel were analyzed. A total of 692 titles were analyzed. The results are as follow. First, the contents categories of special selling events could be classified into two groups such as 'theme' and 'tool'. Season, product characteristics, style, advice/information, brand, annual/social events, and marketing events were the main content categories that came under the 'theme' group; in addition, the price benefit, free offers, product mix, and marketing technique were the main content categories that came under the 'tool' group. Each main content category was subdivided into several segment content categories. Second, most of the titles were composed of more than two segment content categories that involved various information and benefits; however, the portion of titles composed of only theme related content categories or only tool related content categories was substantial. Furthermore, the theme related content categories were more than the tool related content categories. Third, the usage frequencies of the contents categories were analyzed. The upcoming season, single brand, sale/discount, item/material/color, special price/lowest price, and period/time/quantity limits were the segment content categories that held a high rank. Forth, most of the factors that evoked the unplanned purchases of consumers were related to the content categories of special sale events.