• Journal of the Korean Home Economics Association
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• v.28 no.3
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• pp.13-24
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• 1990

The main purpose of this study are as follows ; 1) To examine closely the effect of personality dimension on brand image. 2) To investigate the difference of variables about brand image according to the characteristics of the population statistics and draw the strategies of marketing for our wear enterprises. A 300 Samples were selected from female in Seoul and the investigation was conducted during 21 days, from 1998. 9. 21 to 1988. 10. 11. As for survey methozs, the personality dimension test developed by Eysenk was adopted. To measure the brand image, the adjectives of the semantic differentia scale developed by Malhotra and adjective that has been used in various were image analysis were adopted. The data were analysed using the statistical technic of Correlation Coefficient, F-test, and X2 test. The Results obtained from this study were as follows. 1. There were partially significant relationships between adult female's four subordinate variables of the personality dimension and preferred brand image on Women's ready-made wear. 1) The people having a high Psychoticism tendency preferred "individual" image and less preferred "practical" image than the people of low Psychoticism. 2) The people having a high extraversion tendency preferred "bold", "aged" image and less preferred "feminine", "practical" image. 3) The unstable female having a high neuroticism tendency preferred "abscure" image and less preferred "Practical" "gaudy", "Open hearted" image. 4) The people having a high lie tendency perferred "intricate", "classical" image and less preferred "bold", "citified", "incongruous" image. 2. There were partially significant differences in adult female's preferred brand image on women's ready made wear according to the characteristics of the population statistics.

• The Research Journal of the Costume Culture
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• v.16 no.3
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• pp.518-532
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• 2008

The purposes of this study were to investigate the relationships between women's self-image and the preference and the wearing frequency of knit-wears, and to examine the characteristics of the design elements that influence the preferred knit-wear images. The subjects were 277 female college students and working women living in metropolitan area of Seoul. The data were analyzed by using descriptive analysis, factor analysis, Cronbach's $\alpha$-reliability coefficient, Pearson's correlation coefficient, and multiple regression analysis. Four dimensions of women's self-images were derived by factor analysis; elegance, conservativeness, individuality, and maturity. Women with conservative self-image preferred simple knit-wears and women with high rate for individuality preferred splendid and sporty knit-wears. Women with elegant self-image disliked sporty knit-wears. Women with conservative self-image preferred white, and those who rated their self-image to be individuality preferred various colors including yellow, blue, green, purple, pink, and sky-blue. Women with mature self-image preferred black and beige. Women with individuality as their self-image preferred jacquard pattern and abstract pattern. There was a higher wearing frequency for all four seasons for women with conservative self-image, and there was higher wearing frequency in the winter for those with elegant self-images. Women who preferred simple knit-wears showed preference for single color with no prints and low chroma color, and those who preferred sporty knit-wears showed preference for elastic materials. Women who preferred neat and elegant knit-wears showed preference for argyle check pattern.

• Journal of the Korean Society of Costume
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• v.56 no.4 s.103
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• pp.160-170
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• 2006

The purpose of this study is to analyze the image of color combination in fashion design. For this study 14,121 color samples were collected from 116 fashion brands selected by the market segmentation based on the results of the previous studies. The brands have high market share and brand recognition in each segmental market. The color samples were measured by spectrophotometer and analyzed by the Munsell's H V/C and CIE $L^*a^*b^*$ value. The representative colors of each market were selected concerning the tensity in CIE $L^*a^*b^*$ color space and the distance between the color samples. h4 a result, 2,213 representative colors were chosen. These color samples composed top and bottom color combination samples by the program 'Item Comparator' that calculated the color differences$({\Delta}E^*)$. Top includes the items such as blouse, shirt, and coats, bottom includes the items such as skirt and pants. The color combination samples were divided into two groups. In one group ${\Delta}E^*$ was less than 30, and In the other group ${\Delta}E^*$ was 30 or more. For investigating the image of color combination, 480 rotor combination samples were classified. The image adjectives for the survey from preceding studies and brand dictionaries were 'classic', 'modern', 'feminine', 'casual', and 'romantic', which have highly preferred in women's wear brands. The result of the study is as follows; For 'classic' 'image, YR, and greyish tone were generally preferred. In the color combination of 'casual' image, the samples with PB color and greyish tone were preferred. For 'feminine' image, RP was preferred as a top color, R, RP, P were preferred as a bottom color. For 'casual' image, PB was preferred as a top color, PB, B were preferred as a bottom color. For 'romantic' image, RP was preferred as a top color, R, P were preferred as a bottom color. The bigger the color differences between the color combination samples were, the more remarkable the image of color combination samples was.

• The Research Journal of the Costume Culture
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• v.14 no.4
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• pp.635-646
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• 2006

The purpose of this study was to determine if personality types affect hair style and clothing image. Personality types was applied using Myers-Briggs Type Indicator(MBTI). Subjects were 101 students at Keimyung University in Daegu, Korea. Data analysis was performed using SPSS package, which included ANOVA, t-test and ${\chi}^2-test$. The results were summarized as follows. 1. There was only significant relationship between hair style and personality type. Sensing type preferred hair wave style than intuition type. 2. There were several significant differences between clothing image and personality type. Extroversion preferred avantgarde clothing image more than introversion type. Intuition type preferred exotic and avantgarde clothing image more than sensing type. Feeling type preferred active clothing image more than thinking type. Judging type preferred elegance clothing image more than perceiving type. 3. There was significant relationship between hair style and clothing image preference by personality types in college students. Intuition type preferred exotic and avantgarde clothing image and waveless hair style.

• Journal of the Korean Society of Costume
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• v.33
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• pp.41-54
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• 1997

The objectives of this study were to find out the relationships between clothing style pre-ferences and self-image and to examine the differences in clothing style preferences ac-cording to marital status educational level and social stratification of women. The drawings of clothing style were designed referring to the catalogues for spring/summer of 1996 and printed by computer 6 styles of suit corresponding to clothing image were selected. Style A is a brown suit decorated with scarf style B a grey suit with stripes C a yellow suit with printed pattern D a grey and beige suit E a chanel suit decorated with corsage and F a blue suit with pleated skirt. The self-image was separated to the actual self-image and the ideal self-image. Samples were 226 women(ages 18 to 37) in Seoul Korea. The results of the study were the followings. 1. Clothing images of 6 styles were estimated; Style A was plain conservative formal and gentle image ; B masculine solid actual dark and plain image; C feminine romantic bright and splendid image; D actual ordinary un-fashionable and plain image; E feminine ten-der romantic and non-active image ; F indi-vidual fshionable open casual sprightly and active image. 2. There were significant relationships be-tween clothing style preferences and realistic self-image. The women who considered them-selves as masculine preferred style B mascu-line and plain image. The women feminine and conservative preferred style E feminine and tender image. The women not to follow the fshion preferred style D ordinary and plain image. The women informal and open pre-ferred the style F casual and active image. 3. There were significant relationships be-tween clothing style preferences and ideal self-image. The women who wanted to be-tween clothing style preferences and ideal self-image. The women who wanted to be con-sidered themselves as feminine and conserva-tive preferred style E feminine and tender im-age. The women who wanted gentle and con-servative preferred style D ordinary and plain image. The women who wanted sprightly pre-ferred the style F casual and active image. 4. There were significant differences in clothing style preferences according to marital status educational level and social stratifi-cation. The women with more eduacation pre-ferred the splendid and the plain image at the same time. The upper class preferred feminine image and lower class casual and active image.

• Journal of the Korean Society of Costume
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• v.50
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• pp.23-32
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• 2000

This study was performed to investigate the mothers' preferences for their children's clothing images and color images. Questionaries were analysed by factor analysis cluster analysis one way ANOVA x2 -test. The results are as follow: First the preferred clothing images for children have no differences across gender. The preferred images are active tidy and fashionable. Second the preferred clothing images are according to season. In the case of clothing color images the preferences in spring and summer seasons are differed from fall and winter seasons. Third factors of boy's clothing image were fashionable cute splendid and classic And factors for girl's clothing image were lively tidy fashionable and classic. These factors revealed the differences of preferences between boys and girls clothing image. Fourth the preferences of clothing color image for children changed across seasons. Bright and neat color images were preferred in spring and summer warm and deep color images were preferred in fall and winter. Fifty the preferences of clothing images classified into four groups and each group has the different preference in color tone. Finally Season and gender were revealed to be more important variables in the preferences of children's clothing image and color image.

• Journal of the Korean Society of Costume
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• v.52 no.7
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• pp.87-102
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• 2002

This study is designed to find women's makeup color preferences according to their pursuing clothing image and clothing behavior. Subjects were 515 women. from 18 years to 40 years old, who are interested in color makeup and use various products. The SPSS statistical program was used for analyzing the demonstrative results of questionnaire survey. The results of this study are as follows : 1. According to color makeup preference by the pursuing image in clothing. those groups who want to have conservative and neat image and who prefer feminine and intellectual image showed the preference of brown lipsticks and eye-shadows, while groups who want to have vivid image preferred orange lipsticks and pink eye-shadows. 2. In the case of casuals, all groups preferred pink eye-shadows and lipsticks. While those groups who want to have intellectual image preferred brown lines after pint groups who want to have sexy and vivid image preferred orange and red lipsticks and blue and green eye- shadows. 3. In preference comparison of color makeup by clothing behavior, those groups who attach practicality, symbol for social status. and social acknowledgment preferred red and brown lipsticks, and brown eye-shadows. 4. In the case of wearing casuals, all groups liked pink eye-shadows and lipsticks the best. whereas the group who want to have social acknowledgment Preferred beige lipsticks and brown eye-shadows.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.1
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• pp.1-13
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• 2014

The purposes of the study were to explore differences in preference for clothing images according to wearing situations and clothing product involvement. A questionnaire was developed by the researcher and was collected by 101 men and 100 women aged between 40 and 59. Data were analyzed by factor analysis, repeated measure ANOVA, t-test adjusted by Bonferroni, paired sample t-test, and independent sample t-test. The results of the study showed that clothing images were classified into five factors including hard cold image, modern urban image, bold unique image, and heavy luxurious image. There were significant differences in preference among clothing images according to wearing situations and clothing product involvement. While modern urbane image was most preferred, hard cold image was least preferred in both formal and informal wearing situations, and for either high or low involvement clothing products. Also, there were significant differences in clothing image preference according to wearing situations and product involvement. In formal situations, stronger preference for modern urban image and heavy luxurious image showed than in informal situations, and bold unique image and heavy luxurious image were more preferred for high involvement clothing product than for low involvement clothing product. In addition, there were significant differences in preferences for clothing images between groups according to gender and age. In both formal and informal situations, men showed stronger preferences than women for hard cold image, but women for bold unique image. For either high or low involvement clothing products, men preferred hard cold image, modern urban image and heavy luxurious image more than women, but women preferred bold unique image more than men. Lastly, for high involvement clothing product, subjects aged fifties showed stronger preferences than forties for modern urban image and heavy luxurious image, but for low involvement clothing product, modern urban image was more preferred.

• Journal of the Korean Society of Costume
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• v.52 no.5
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• pp.31-45
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• 2002

In this paper. the focus is laid on identifying preferred wedding dress image and its co-relationship with self image of female university students. the biggest potential customer group in the industry. As for the research method. it conducted both review of literature and empirical research method. Through the former approach, four main research questions were derived : 1) What is the preferred wedding dress image of female university students\ulcorner 2) What is the relationship between real self-image and preferred wedding dress image\ulcorner and 3) that between ideal self-image and preferred wedding dress image\ulcorner 4)What is the relationship between the consistency level of the two self-images and preferred wedding dress image\ulcorner In the empirical mode of research, 404 surveys were counted in the final analysis among 450 questionnaires completed by female undergraduate students in Seoul and Chun-an city. Collected data analyzed using factor analysis. frequency analysis. descriptive analysis. scheffe test. multiple-regression analysis and t-test. Results are as follows: first, the sophisticated image was most preferred among female students, followed by elegant splendor. lovable and chaste, feminine and decorative, and characteristic and sexy image. This result indicates how wedding dress trend has a keen sensibility to general fashion trend just like the trend of outfits for everyday life. Secondly, the research results indicated consistent level of co-relationship among the real and ideal self-image and the preference of wedding dress image. And the last the level of consistence between the ideal self-image and the real self-image directly related to the preference level of wedding dress image, showing almost no significance.

• Journal of the Korean Society of Costume
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• v.66 no.7
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• pp.50-68
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• 2016

The objectives of this study are to identify the self-image and preferred fashion styles that Korean career women seek in different daily situations, and to propose a positioning map in accords with the findings. The study conducted a survey and in-depth interviews. The study used twenty items of self-image adjectives extracted from existing studies, and eighteen fashion style stimuli collected by examining women's wear brands. The study surveyed 329 career women. Their daily situation was classified into five situations; external meeting and presentation, ordinary work, wedding and family gathering, blind date or date, and meeting with friends and acquaintances. The analysis results of this study showed that self-image and fashion style preferences are relevant to daily situation. The image most sought in external meetings and presentation was the 'Elegant' image, and the image most sought in meetings with friends and acquaintances was the 'active' image. Women on dates or blind dates sought the 'feminine' image the most, however they preferred to avoid this image during external meetings and presentations. Among fashion styles, the 'elegant/classic' style was most preferred, and the 'sexy/avant-garde' style had the lowest preference among all the styles. 'Mannish' was preferred in ordinary work and meeting with friends and acquaintances, however, it was shown as having the lowest preference level in blind dates or dates. The 'romantic/natural' style was highly preferred in meeting with friends and acquaintances, however it had a low level of preference for external meetings and presentations. This study has significance in providing practical information to utilize in fashion industry by identifying the relationship between self-image and preferred fashion style sought by career women according to daily situation, and using the results to propose a positioning map.