• Journal of the Korean Home Economics Association
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• v.35 no.1
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• pp.357-372
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• 1997

The purpose of this study was to 1) segment female adolescent consumers into consumer groups displaying different consumer decision-making styles 2) to determine the consumer characteristics(clothing involvement information search store patronage and demographic variables) that related to each consumer segment and 3) to identify the interrelationship between the consumer characteristics. Decision-making styles were measured by 32 seven-point Likert type scales adapted from Sproles & Kendall and Shim & Kot A total of 78 statements dealing with three aspects of consumer characteristics was adapted from previous research. Data were collected from 567 2nd grade female middle and high school students in Seoul via self-administered questionnaires. and were analysed by frequency factor analysis ANOVA cluster analysis χ2 -test and Duncan's multiple range test. The results of this study were as follows: As a results of cluster analysis and ANOVA on seven factors of desion-making styles(1. brand-consiousness 2. novelty/fashion-consciousness 3. recreational/hedonis-tic orientation, 4. impulsive/carelessness, 5. price-consciousness/value-for-money, 6. perfectionism/high quality orientation 7. habitual/brand-royal consciousness) three consumer groups were identified and labeled as puality-oriented/non-utlitarian shoppers price-oriented shoppers and apathetic shoppers. Quality-oriented/non-utilitarian shoppers showed the highest clothing involvement scores of all aspects the highest consumer knowledge/experience most active ongoing information search and prepurchase information search. They preferred department store and franchise store for apparel shopping and considered service/reliability atmosphere variety of goods as important store attributes, Price-oriented shoppers showed prepurchase information search and planned purchase behavior actively. They preferred factory outlet store specialty stre and considered price very important as store attributes. Apathetic shoppers showed the lowest scores of all aspects of clothing involvement and most passive behavior in information search activities except showing the highest planned purchase. They preferred regional markets.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.6
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• pp.825-836
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• 2019

This study focuses on how to improve the use of the sustainable clothing through consignment clothing Stores. This study finds factors for activating consignment clothing stores that can help expand and implement the clothing consumption culture of Korean consumers towards sustainable clothing behavior. The objectives of this study are as follows. First, we identify consumer's sustainable apparel behavior through an in-depth interview with a manager who is currently working in a consignment-selling apparel company in Seoul. Second, we analyze factors for activating a consignment clothing store that help enable the implementation of concrete action plans into Korean culture and towards a sustainable clothing behavior. The study results on consignment clothing stores serve as service factors. First, it increases the participation of consumers in the mindset of secondhand apparel. Second, it secures the quality of used apparel products. Third, it can be seen by expanding the market channel. There is a need to rethink the specialty of apparel products in order to secure the quality of used apparel products and appraisal of experienced apprentices of commodity appraisers.

• Journal of Distribution Science
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• v.13 no.7
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• pp.85-90
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• 2015

Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.

• 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.

• Journal of the Korea Fashion and Costume Design Association
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• v.20 no.1
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• pp.1-16
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• 2018

The purposes of this study were to investigate actual use, design preference, and purchasing behaviors of bedding among married women in their 30s to 60s, and to determine the differences by age groups on these variables. The subjects were 623 married women and the research method was survey. The data were analyzed by descriptive statistics, cross tab analysis, multiple response analysis, ANOVA, and Duncan's multiple range test, using SPSS program. The results were as follows. First, on the actual use of bedding, the possession quantity of the bed cover and mattress was 2~4 while bedclothes and pillow was 7~8. The period of use of bedding was about 2~4 years and the frequency of washing was about 2~3 times a month. Second, married women generally preferred white and pastel tones, floral patterns, cotton fabrics, and a clean and comfortable image on bedding designs. Third, on the purchasing behaviors of bedding, married women considered functional damage and health & sanitary aspects as important purchase purposes. The most important selection criterion was fabric. Price, tactility, functionality, and manageability were also important criteria. Married women generally used the internet and store displays as important information sources, and considered bedding specialty stores as important purchase places. They generally spent about 200,000~300,000 won a year to purchase bedding. Fourth, the actual use, design preference, and purchasing behaviors of bedding showed many differences by age group. Therefore, it is needed to establish product development and marketing strategy of bedding, considering customers'age variable.

• Journal of Fashion Business
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• v.6 no.4
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• pp.113-124
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• 2002

The purpose on this study identified the purchasing conditions of Sports wear of the Chinese men residing in Beijing, Shanghai, Dalian, Tianjin, Harbin and Guangzhou, so that it helped sports wear manufacturers and retailers offer the basic data. For the study, a questionnaire used as a method of measurement, the 863 Chinese men were selected as a sample, SAS(Statistical Analysis System) program was used to analyze the data. The results from the study were as follows: 1. According to the investigation, the most preferred sports of Chinese men is soccer, as a whole. Swimming, basketball and ping-pong keep rank the next to soccer. 2. Accordingly age, area, profession and income, Chinese men maintained sports suit in order of training suit, swimming suit, soccer suit, tennis suit. It is found that holding amount of high-quality sports wears as ski, golf is on a low level. 3. It is appeared that Chinese men purchased in good order as follow brand: No-bran, Nike, Lening, Adidas. And except Nike, they purchased more Lening brand than foreign sports brand. 4. As the result of researching on the item of sports wear, it is found that they purchased various kind items in a higher rank 5 brands. 5. Sports wear's color that Chinese men purchased is blue, white, black, red. 6. The purchasing price that Chinese men favored is 200$\sim$599RMB. Thus, they expend average per head for sports suit buying, 486.0RMB. 7. Chinese men purchased very often at specialty store. And, coefficient of utilization at the usual market is on a low level. 8. In purchasing satisfaction, 80 % Chinese men were satisfied with goods(sports wear) that purchased in a higher rank 5 brands. So, average satisfaction degree showed over 3.8 as a high rate. 9. According to the result of satisfaction on Chinese men, 70% Chinese men showed satisfaction. Therefore, the average of satisfaction degree appeared 3.81 as a high rate.

• The Research Journal of the Costume Culture
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• v.15 no.1 s.66
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• pp.1-12
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• 2007

The purpose of this study is to identify the SPA(Specialty store retailer of Private label Apparel) characteristics and product supply process of Korean casual apparel brands. The research was conducted by questionnaire surveys to 63 casual apparel brands. SPA characteristics of each brand were measured with four SPA characteristic indices: short product supply cycle, spacious retail floor, single brand retail store, and low product price compared to the quality of the product. The 63 apparel brands were grouped by SPA index score. The brands belonged to group H had high index score and brands in group L had low index score. The results of this study showed that the most of the casual apparel brands' products were sold at department stores, especially the brands belonged to group L greatly depended on department stores. Few apparel brands have spacious retail floor. The retail product price of the brands belonged to group H was low price while the product price of the brands belonged to group L was in the medium-high price. The supply time of the new products was short in general. The most brands supplied new styles to the retail floor within 1 to 3 weeks. The information technology was heavily used. The brands belonged to group H highly used information technology including bar codes system, pas data analysis, and inventory control system. The current style trends were analyzed with street fashion and feedback from the shop managers.

• Journal of Fashion Business
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• v.19 no.5
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• pp.139-156
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• 2015

The purpose of this study is to investigate various information relating to research on the dimensions of clothing used in the sale of products via the internet that used to target global SPA((Specialty Store Retailer of Private Label Apparel) brands sold in Korea. A total of 12 SPA brands including seven global SPA brands and five national. SPA brands were surveyed in this study. Brands were chosen net sales and consumer preferences the last three years. In all SPA brands, literal size designation such as S, M, L and numeric size designation such as 0, 2, 4 or 32, 34, 36 etc. were mixed, but in case of Jean, the size codes mark waist circumference were dominant. European size codes were more common in case of European brands while literal codes were more dominantly used for American size codes with in the US brands. By reviewing the measurement information of the body and product size, the product measurement methods of UNIQLO, FOREVER 21 and TOPTEN were much more accountable and excellent than other brands. However, most of the others didn't offer proper information such as pictograms or figures about measurement methods relating body sizes and product sizes. In addition, most of global SPA brands offered size conversion chart which consumers could reference, however of none of the national SPA brands offered a conversion size chart on their website. Regardless of the type of clothing, the coverage of clothing size was higher than in global SPA brands such as H&M GAP compared to national SPA brands. In particular, 8seconds did not present apparel size ranges that fit consumers' individual clothes sizes.

• Journal of Korean Home Economics Education Association
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• v.23 no.2
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• pp.1-16
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• 2011

This study investigates the relationship between the purchasing behavior for hair-care products and the attitude toward hair-care products by adolescents. A total of 412 middle and high school students located in Seoul and Gyunggi-do province participated in this research. SPSS 12.0 for Windows Program was utilized for statistical analysis. As a result, the hair concerns and the satisfaction of adolescents as well as their attitudes towards hair-care products were significantly affected by gender, school level, and educational experiences. Female high school students with some degree of educational experiences had a more rational and brand-oriented attitude. Students having a higher rational and brand-oriented attitude bought hair-care products in regards to the quality of the product and environmental impact. On the other hand, those having a conspicuous and fashion pursuit attitude showed an image and fashion concern purchasing behavior. Adolescents usually purchased styling and dyeing products at a cosmetic specialty store and hair-care cleaning products from a discount store. They obtained the information about hair-care products from relatives, personal experiences, and TV advertisements.

• Journal of the Korean Society of Costume
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• v.58 no.4
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• pp.128-138
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• 2008

The purposes of this study were to identify the effects of body satisfaction and self-esteem on the make-up degree of middle and high school girls. Self-administered questionnaire was used for data collection from 432 students. The results were as follows: 1) Most of middle and high school girls were in height of 161-165cm and weight of 56-60kg. Satisfaction level of middle and high school girls with their eyes was the highest and that of weight was the lowest. They showed strong intention to modify their appearances and were dissatisfied with their body. 2) Middle and high school girls' satisfaction level of home life self-esteem was the highest, but that of school life was the lowest. 3) Middle and high school girls used cosmetics to protect their skins and paid much attention to their skins. They collected cosmetics informations from their friends or family members, and began to use point make-ups from their middle school years. They purchased cosmetics at cosmetic specialty store or internet shopping mall frequently. Most of them spent less than 10,000 won monthly for cosmetics, and used lip gloss and ultraviolet rays interceptors over their face with basic cosmetics. 4) Expenditures for cosmetics, self-esteem on their appearances, and pocket money affected on make-up degree. Middle and high school girls who spent more money for cosmetics and more pocket money with higher self~esteem on their appearances showed higher degree of make-ups.