• Journal of the Korea Fashion and Costume Design Association
• /
• v.17 no.3
• /
• pp.1-11
• /
• 2015

This study comparatively analyzed the images and preference of lighting space using the emotion-based technique in order to effectively use it in clothing shops and fashion marketing. In terms of color temperature for light sources, 2,800K of lamp color, 6,500K of daylight color and 4,200K of white color were used. For the assessment, sensory evaluation technique was used. Then, the study found the followings: In terms of the image of lighting space by light source, different images were observed by light source with significant difference by the evaluation category. For factor analysis by the evaluation category, 7 factors were extracted. Among them, evaluation on lighting space was influenced by the following three images: modern space, elegant space and classical space. In particular, the modern space comprised of the following adjectives had the biggest effect on the assessment of the image of lighting space ('refreshing,' 'transparent,' 'bluish,' 'bright' and 'non-classical') (primary evaluation 30.13%). According to assessment on the preference of lighting space, the respondents' most favorite lighting space was 4,200K while their least favorable one was 6,500K in terms of color temperature. In terms of preference by the image of lighting space, they didn't like 'non-elegant' and 'non-beige' images even though they had the images of modern space. Therefore, it was confirmed that beige and elegant space images have an effect on the preference of lighting space.

• Journal of the Korean Home Economics Association
• /
• v.34 no.3
• /
• pp.47-57
• /
• 1996

Ther purpose of this study was to investigate the perceptual differences in brand images of national medium-low price casual clothing according to purchase volume and brand loyalty. Additionally, differences between Seoul and County of Chungnam in purchase volume of each brand of medium-low priced casual, information source and companion in purchasing the brands were analyzed. The questionnaires were administered to 540 college student living in Seoul and County of Chungnam, and the method used to analyze the data were frequency, factor analysis, and t-test. The results were as follows: 1) Perceptual mapping showed that preference ranks among the six brands were same regardless of purchase volume and brand loyalty, but heavy users and loyal consumers to medium-low priced casual brands had more favorite brand image than light users and non loyal consumers. 2) Those who live in County of Chungnam purchased all six brands more than those who love in Seoul with the exception of Hunt. Information sources such as catalogs and celebrity were more used in County of Chungnam. Most accompanied shopping alone both in Seoul and County of Chyngnam, however family members were more influential in Seoul, whereas the same sex friends were in County of Chyngnam.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.33 no.7
• /
• pp.1038-1049
• /
• 2009

A hat is an important fashion accessory item for a total fashion coordination and the number of millineries is increasing in the current accessory market. This research provides basic information about the millinery in relation to consumer consumption behavior, preference, and satisfaction with hat products. A survey was conducted among 395 individuals age 20 and over who were quota sampled according to age and gender to investigate the differences between genders and different age groups. The collected data were statistically treated with the SPSS 12.0 program in terms of frequency, percentage, mean, standard error, cross tabulation, t-test, one-way ANOVA, and a Duncan-test. The results are as follows: 1. Respondents wear hats for ornamental purposes regardless of the season. They discard hats when they become out of style 2 to 3 years after the purchase. 2. In general, consumers prefer the baseball cap design among various hat product categories. Achromatic colors were the favorite color tone and the preferred material was woven cloth. 3. Consumers were most satisfied with colors and most dissatisfied with deformation after laundering. 4. There was a significant difference in preferences among the different age groups. Younger consumers were more concerned about individual image and style. Older consumers considered hats as a functional means such as protecting themselves from the sun. 5. There was a significant gender difference. Compared to males, female consumers were more concerned about the quality of sewing and colorfastness than male consumers.

• Journal of Fashion Business
• /
• v.9 no.2
• /
• pp.20-27
• /
• 2005

To find suitable color for an individual is very important in personal image-making. In recent years, the importance and role of personal image is also more emphasized. This study deals with the necessity d personal color system and the proposal of color which looks nice on a person as a result d personal color system. It also includes the method of making personal image by balancing between and using both favorite color and unfavorite color. Besides, I study how does the color image affect the personal appearance image in this paper. From clinical experiments, I concluded as follow. First, Each person has his suitable color. When the color is used, the color, pimples, flows and so on are covered and defects of his face are made up for. Second, By changing the factors of his own original color-group and decision factors - color d skin, hair, eye, etc -, I can change personal color-group. Third, The image of color affects the personal appearance image, when it used in make-up and hair-color. Considering above results, If one uses one's suitable color, one will complement defects done's face and improve merits of one's. Besides, One will be more confident and active by using one's suitable color.

• Fashion & Textile Research Journal
• /
• v.14 no.2
• /
• pp.251-260
• /
• 2012

Nowadays, global wedding dress companies are interested in the Chinese wedding market because of expectations in consumption patterns of the post 80's generation. Therefore, wedding behavior, selection criteria for wedding dresses, and favored image by segmented groups targeting 20's to 30's Chinese women were studied to help the Korean wedding dress industry to establish their business in China. The survey was conducted in Shanghai city and three neighboring cities-Wuxi, Zhengziang, and Hangzhou-, and the primary data were analyzed using the SPSS program. As results, Chinese women thought that the wedding ceremony should be elegant and dignified, and they wanted to choose their favorite style rather than a recommended style. The criteria of selection were classified into four factors. Overall image and well fitting with their face and body were the most important factors in the selection of wedding dress. The most favored image was unique/novel image. Several favored images for their wedding dress were significantly different by occasion (ceremony day and photo shoot day) and education level. People of higher education level preferred more luxurious and classic image during the ceremony, and a classic and gorgeous image on the photo shoot day. A white dress and a colored dress for weddings were favored more than the Chinese traditional dress on both occasions. There was also a significant difference between general consumers and the wedding business employees in the quantity of wanted wedding dress.

• Journal of Fashion Business
• /
• v.12 no.5
• /
• pp.1-13
• /
• 2008

This study is largely aimed at presenting ways to improve the working clothes and help companies create more positive images by suggesting designs of the clothes, which take into accounts the corporate image, symbolism, function and aesthetic appreciation through introduction of companies' CIP. And, it is significant to propose working clothes development condition and process with introduction of companies' CIP(Corporate Identity Program : work that systematize and simplify visually images which companies or public bodies have) A way of this study was made up with working clothes design development process which a student planned. First of all, this study looked into Company D's Corporate Identity Program(CIP) to develop the design that corresponds with the characteristics of the company's favorite design, working environment and demands of the employees. And, then, the study conducted a survey of 30 employees and intensive interviews with heads of four teams including the Safety Team, the Working Clothes Management Team and the General Affairs Team to find out the requirements of the clothes and the characteristics of the company. Based on them, the concrete image that the company pursues and the direction of design were set up through image positioning. In the end, three different concept designs were presented through image-mapping and the concrete design of each item was developed. A total of seven items including upper and lower garments (a jacket and trousers) for the spring-summer seasons, upper and lower garments (a jumper and trousers) for the winter season, cold-protecting vest and winter clothes (a coat and trousers) were presented in accordance with the three concepts. One of the concept designs, which was selected through evaluation by employees of Company D, was produced as a sample and then the final design was chosen after a discussion attended by the head of each team and representatives of the employees. Based on the aforementioned design planning, one design was selected from each of the three concept designs for production. And each of these was requested to special production enterprise and manufactured. Following the result of study, by looking into a case of a practical joint design project between a university and a company, this study suggested ideas for business to improve working clothes through the academic-industrial cooperation and presented conditions and process of design development. And, this study also aims to examine the feasibility of academic-industrial cooperation based on the cases in which enterprises and universities staged joint projects to develop working clothes.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.17 no.2
• /
• pp.185-205
• /
• 2015

The modern trend in costumes, influenced by postmodernism, is to use of various patterns and images borrowed from diverse cultures of many ethnic groups. The Yi tribe studied in this paper is miner ethnic group in China, whose traditional costume is very splendid and modern. In addition, its embroidery or $appliqu{\acute{e}}$ pattern have a high artistic value in that its shapes are diverse, splendid and each one has its own peculiar elegance. As for the research method, I examined the Yi tribe's history, culture, traditional costumes and patterns through related books, research papers and inter web sites. As for the result, the Yi tribe's costumes consisted of a jacket, trousers or a skirt, an apron and a belt. Although the favorite color of the costume is black color, there are splendid embroidery or $appliqu{\acute{e}}$ decorations with the colors of red, yellow, green and purple on the chest or shoulder part of a jacket, the adjusting lines, cuffs or a part of a trousers and aprons. Patterns in their traditional clothing also show details that depict traditional cultural ideas that have long been formed in various fields, such as aesthetics, religion, philosophy, and customs. Moreover, most patterns displayed in their traditional clothing contain nature motifs and represent unique and beautiful designs; some patterns are even reminiscent of abstract paintings by modern artists. In conclusion, the traditional patterns of Chinese ethnic minorities reflect the values and notions of these races as well as decorative magnificence and a unique spiritual image. In other words, traditional patterns indicate the spiritual depth or symbolic stories beyond mere formative beauty.

• The Research Journal of the Costume Culture
• /
• v.23 no.3
• /
• pp.368-383
• /
• 2015

The purpose of this study is to find an expression method for Korean fashion design that can have competitiveness in the global fashion market. For this, fashion specialists at home and abroad were interviewed, focusing on their opinions on the Korean motifs outlined in existing literature studies. First, aesthetic sense and expression characteristics that have appeared in existing studies on Korean art, Korean traditional costume, and Korean fashion were explored. As a result, they were categorized into: Modesty/plainness, freewheelingness, religion/custom, and humor/joke. During this process, Korean design motifs were extracted based on the aesthetic characteristic and expression method of aesthetic sense. According to the opinions on Korean design motifs and Korean fashion design works drawn from the interviews with fashion specialists at home and abroad, Changhomun was the favorite design motif to be utilized in Korean fashion design. The Korean specialists thought that visual design motifs were important, while the overseas specialists had more interest in abstract design motifs, which embody the background and story behind the motif. Regarding the fashion design associated with the Korean design motif, all specialists at home and abroad favored the design using ceramics and wrapping cloth. Regarding the choice of fashion image, Korean specialists chose the design utilizing Hangeul as the most Korean, while the foreign specialists chose designs reflecting the design motifs of Hangeul and Hanbok for women. The Korean specialists chose relatively more Korean images, while the foreign specialists chose more eastern images or other images than Korean images.

• Journal of Global Scholars of Marketing Science
• /
• v.19 no.1
• /
• pp.47-58
• /
• 2009

The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer's attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers' loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers' brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.