• Asia Marketing Journal
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• v.6 no.2
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• pp.3-22
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• 2004

Prior researches related to private brands have mainly focused on the competition between private brands and national brands. But private brands can be allied with national brands to overcome its weak points such as low perceived quality. The purpose of this study is to investigate the consumer responses to the alliance between private brands and national brands. Especially this paper focused on the situation in which national brands are used as ingredient brands to improve the consumers' preference toward private brands. We hypothesized that using national brands as ingredient brands would improved the consumers' perceived quality and buying intention toward private brands. Also we supposed that when national brands had moderate congruity with product category, consumers' preference would be most positive. And this study examined the moderating effects of functional risk. Factorial experimental design and scenario method were employed to test the hypotheses. Also we classified the products as utilitarian-hedonic products and compared the effects of ingredient brands on utilitarian products with hedonic products. Empirical results show that when private brands use national brands as ingredient brands, consumer responses become positive. Also when ingredient brands have moderate congruity with products, consumer responses are most positive. But moderate congruity effect is significant only when functional risk is low.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.3
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• pp.408-418
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• 2015

This study investigates the purchasing and wearing conditions of wetsuits, and analyzes consumer awareness on wetsuit functional factors between domestic and imported brands. This research provides basic information on presenting competitiveness and developing suitable wetsuits for the Korean body shape through an investigation of a size system. An in-depth interview was conducted to consider consumer awareness with 10 persons of different levels of scuba diving experience. The survey variables consist of classified suggestion of inquires for functional factors and size systems. We distributed 80 questionnaires to scuba diving club members; subsequently, a total of 66 usable data sets were coded for statistical analysis through SPSS WIN 18.0. The result shows that respondents preferred imported ready-to-wear brands, whereas national ready-to-wear brands were purchased less often. However, the difference in customer awareness of functional factors between domestic and imported brands was not significant. In evaluating the size system of six brands (including three domestic and three imported brands), wetsuits of domestic brands were better fitted to the Korean body shape than imported brands; however, competitiveness has been hindered by public perception that domestic brands imitate imported brands. The results suggest that domestic brands can strengthen their competitiveness through promoting a lower price and size suited to Koreans while trying to change public perception as imitators of imported brands.

• Journal of Distribution Research
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• v.12 no.4
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• pp.109-125
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• 2007

Even though private brands have low cost advantages to national brands, consumers perceive the qualities of private brands lower than the qualities of national brands. To overcome such perceptions of consumers, alliances between private brands and national brands should be tried. This study investigates the effects of consumers' attitude for private brands and national brands on the evaluation of brand alliance between private and national brands, especially when national brands are used as ingredient brands of the private brand. We also study the moderating effects of consumers' price sensitivity and quality sensitivity on this brand alliance evaluation. Additionally, we try to provide some guidelines for successful brand alliances between private and national brands.

• 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 Distribution Science
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• v.11 no.9
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• pp.5-15
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• 2013

Purpose - The research aim is to shed empirical light on whether quality-focused retailer brands such as Premium brand of Tesco Korea, Prime of Lotte Mart, and Best of E-Mart in the grocery market, make a contribution to developing store loyalty in the Korean market particularly. Research design, data, methodology - After developing sixconstructs, such as higher quality, stock availability, price levels, national brands, retailer brand attitudes, and store loyalty, the authors adopted exploratory factor analysis, confirmatory factor analysis, chi-square test and structural equation modelling as a research technique. Results - It was found that higher quality strongly influences the retailer brand attitude formation, and that retailer brand customers were sensitive to price levels. Buyers are, nevertheless, relatively less aware of price levels, when purchasing quality-oriented retailer brand types. Conclusions - The research implied that quality-oriented retailer brand types make a significant contribution to retailer brands attitude formation, and further, building store loyalty.

• The Research Journal of the Costume Culture
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• v.27 no.2
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• pp.81-97
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• 2019

This study investigated how the image congruity of social commerce and fashion brand types affects purchase intention and how trust and price sensitivity moderate this relationship. National brands, private brands, and non-brands were used as brand types in the present study. The online survey method was used to gather the data, and 232 data samples were analyzed. The results of the research were as follows. Consumers perceived greater image congruity between social commerce and non-brands, followed by private brands and national brands. The significant perception differences were examined by comparing the mean values. There was a significant positive effect of image congruity of social commerce and non-brands on purchase intention. However, insignificant effects were found for image congruity between social commerce and private brands and national brands. In addition, trust and price sensitivity positively predicted social commerce purchase intention. A significant moderating effect of trust was found on the relationship between purchase intention and image congruity of social commerce and non-brands. A moderating effect of price sensitivity was found on the relationship between purchase intention and image congruity of social commerce and private brands. The findings of the present study offer valuable insights into social commerce concerning implementing diverse fashion brands as well as academic and practical implications.

• Journal of Fashion Business
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• v.20 no.1
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• pp.127-141
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• 2016

Korea traditional dresses are making news everyday through popular media and a number of exhibitions and fashion shows that have been held as a way to activate the use of the hanbok. This study intends to examine the current status of handbook brands and analyze the aesthetic characteristics of the hanbok. This study defined the terms related with the hanbok and examined the chronological changes in the hanbok through a literature review, an examination of the aesthetic characteristics of Korean traditional clothing, and an analysis of the aesthetic characteristics by dividing currently available hanbok brands in to the traditional hanbok. According to the results of the study, hanbok brands were divided into Traditional Hanbok, Life Hanbok, and New Hanbok. The Traditional Hanbok brands represented traditional beauty, the beauty of formality, symbolic beauty, and the beauty of nature. The Life Hanbok brands represented symbolic beauty, natural beauty, the beauty of blending, and the proportional beauty. The New Hanbok brands represented natural beauty, unproportaional beauty, the beauty of line, and the beauty of moderation. Therefore the New Hanboks gave changes to the traditional clothing and the unique clothing of our nation. Its formative elements coexist according to their characteristics.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.357-371
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• 2022

With the expansion of the vegan fashion industry and increasing consumer interest in vegan goods, the first inaugural Vegan Fashion Week was held in LA in 2019. However, there are no studies examining the sustainability of vegan fashion brands; this study underlines the necessity to close this research gap. This study aimed to ascertain how these issues are handled by vegan fashion brands. Using the "sustainable criterion of fashion brands," we investigated the companies that participated in Vegan Fashion Week. This study analyzed the featured brands, conducted case studies, and examined each brand's sustainability strategies and procedures. Press releases, news articles, official websites, and web magazines served as raw data for this study. Analyses of individual networks were performed and brands' approaches to veganism and sustainability were evaluated; eco-friendly material, fair trade, local production, and vegan inspiration were among these techniques. Every brand had put at least one of these requirements into practice for their business, with vegan inspiration being the most popular approach. Additionally, it was discovered that vegan fashion brands deliberately employed vegan messaging that aligns with their corporate values. After its initial launch, VFW continues to advance the discourse on vegan fashion both within the industry and with the general public. The study's implications include the analysis of vegan fashion brands' ethical manufacturing, environmental practices, and overall sustainability.

• Journal of the Korean Operations Research and Management Science Society
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• v.36 no.3
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• pp.107-120
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• 2011

The increased availability of store brand suppliers now provides retailers with opportunities to create their own lines of vertically differentiated multiple store brands within a product category. As the number of store brands increase, the retailer's shelf space becomes more crowded, which may force the retailer to consider dropping some national brands from its assortment. Despite these trends, the problem of product line design in a vertically differentiated product category has been analyzed mainly from a manufacturer's perspective in the marketing literature and it is not known to what extent the findings of the existing product line design literature provide applicable strategic guidelines for the new problem faced by retailers. In this study, we address this deficiency in the literature and conduct an in-depth study of the retailer's strategic design of a line of store brands and its assortment decision within the context of retail category management. We analyze the retailer's decision about not only how to design a line of store brands but also which national brand to drop from its assortment. The results of our analysis are as follows. First, if the retailer has to drop one of national brands from its assortment, it is the best for the retailer to drop the low-quality national brand rather than the high-quality national brand. Second, the retailer has to position the high-quality store brand relatively close to the high-quality national brand, remained on its shelf, in terms of quality so as to maximize the size of retail margin from the national brand. On the other hand, the retailer should set the quality of the low-quality store brand at a lower level than that of the low-quality national brand to increase the total category demand by attracting more price sensitive consumers. By doing so, the retailer can also minimize cannibalization between two store brands. Lastly, our analysis shows that the introduction of a line of store brands improves consumer welfare by increasing real values of all products on the shelf.

• Fashion & Textile Research Journal
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• v.7 no.1
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• pp.4-12
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• 2005

The purpose of this study was to analyze the utilization of Fashion Brands Web-site. This analysis was done by 6C Concept(Contents, Community, Commerce, Connection, Customizing, Communication) which was Internet Marketing Strategy. The review of previous studies and empirical investigations through the Internet were processed for this study. 151 fashion brands in department stores in Daegu, Korea were surveyed from January to February 2004. Data were analyzed by using frequency and percentage. Total 105 brands established their Web-Sites of Internet out of 151(69.5%) fashion brands. There were four characters on Contents, six characters on Connection and five characters on Communication. And there were a establishing rate of 38.1 percent on Online Community and 30.5 percent on Online Shopping Mall. On Customizing, 73.3 percent of brands had e-CRM systems.