• 패션비즈니스
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• 제11권2호
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• pp.113-128
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• 2007

The purpose of this study was to comparatively analyze advertisements of prestigious products and domestic fashion brands through fashion magazines. Especially, a comparative analysis of creative advertising strategies of prestigious products and fashion brands will be vital in establishing advertising strategies and marketing planning of domestic fashion brands. This study targeted and analyzed all the advertisements of prestigious fashion products and domestic career women's high-end casual brands printed in VOGUE KOREA and ELLE KOREA in 2005 and 2006. Descriptive statistics and x2-test were used. As a result of the analysis, prestigious product advertisements accounted for 197 (57.9%), and domestic fashion 143 (42.1%) out of a total of 764. Except for duplicates, the 340 advertisements analyzed, were selected for this study. Luxury fashion brand advertising accounted for more than domestic fashion brands in the magazines studied. That is luxury fashion brands have greater exposure to consumers. Based on the results drawn in this study for fashion products, various and unique advertising strategies utilizing visual factors that most effectively delivered to consumers are imminently needed as creative strategy measures in domestic fashion advertising.

• 한국의류산업학회지
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• 제18권1호
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• pp.27-37
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• 2016

This study examined consumer perceptions towards outdoor wear differentiation and product attributes for outdoor wear differentiation to develop an outdoor wear differentiation strategy. It also investigated how consumer's evaluated product attributes according to consumer's demographic characteristics. Data were acquired from a survey of 454 adult respondents aged over 20 that was analyzed with descriptives, frequency, t-test, one-way ANOVA, factor analysis, and reliability. The results were as follows. First, it showed that consumers did not have a positive or a negative perception toward outdoor wear differentiation, and they thought outdoor wear should be differentiated. Those married and older tended to think that outdoor wear should be differentiated more than that for those single and younger. Consumer evaluations were significantly different on the necessity of outdoor wear differentiation according to age and total income. Second, consumers assessed that color, pattern and textiles had similar characteristics among outdoor wear brands; in addition, brand recognition and brand image had very different characteristics. Third, product attributes for outdoor wear differentiation were service and store, product quality, brand and popularity, and product designs with mean values of product quality, product design, service and store, and brand and popularity, respectively. Fourth, consumers were significantly different in the importance assessment of product attributes for differentiation according to gender, marital status and age.

• 한국의류학회지
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• 제30권5호
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• pp.674-683
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• 2006

The purpose of this study was to examine the effects of T-shirts product type and apparel benefit on consumer preference and purchasing intention. Data for the study were obtained by $3\times2$ mixed factorial design. The subjects were two hundred and thirty college male and female students. The data were analysed by factor analysis, cluster analysis, and ANOVA by using the SPSS program. The results of this study indicated that benefit did not have effects on consumers purchasing intention but significant influences on consumer preference for brand-parody products. For brand-copy products, benefit influenced the purchasing intention, and did not influence the consumer preference. This study suggested that new fashion trends, in association with consumer's benefit, have effects on consumer's purchasing behavior. The result of this study is likely to be useful in planning marketing strategy related to product type and new fashion trends.

• 패션비즈니스
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• 제6권4호
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• pp.17-31
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• 2002

This study is, to the special company with corporate brand, to investigate the effect of its reputation, credibility and the similarity of business area on consumer's attitude toward its clothing products. It is another topic of the study to reveal statistical significance in comsumer's attitude when naming new product with two different brand strategy. The major findings of this study can be summarized as follows. First, there was positive relationship between corporate reputation and consumer's attitude toward new brand and also between corporate credibility and consumer's that. Second, corporate credibility is proven to be grown in proportion to company's reputation. In other words, a corporate credibility is grown with a corporate reputation. Third, the influence of similarity or fitness of business area has a positive effect on a attitude toward new brand. The case of use the new brand name, the variable had low effect on attitude toward new brand, comparing to the case of use the existing brand name but seems to be statistically significant. Fourth, comparing to the inclination toward company's product based on brand name, strategy of supporting brand extension is more effective than that of new brand name on evaluating company's reputation, credibility and the similarity of business area. Fifth, the similarity of business area and the interaction of brand name on the basis of the strategy of use the existing brand name(;brand extension strategy) and new one have significant effect on the inclination to a brand. When participating a new business, it is more effective that a company is extending its business where the similarity of business area is growing. For the case of low similarity, the brand-new strategy is proven to be effective.

• 한국의류학회지
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• 제37권2호
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• pp.213-223
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• 2013

This study presents the process of fashion item development with velvet through creative thinking methods. Creativity is one of the most important requirements for a successful job career and education enhancing creative thinking is needed in the area of fabrication, product design, and marketing strategy development. Velvet was selected as a research stimulus because it is a luxurious fabric with various differential properties such as a soft touch, unique luster, excellent drapability, and fine physical properties. The research methodology included creative thinking methods review, the selection of the tools, idea sourcing and listing, sequential idea evaluation and sample product making. After review of the various creative thinking methods, a combination method and forced connection method were employed as research tools to confirm the usefulness of creative thinking training because of their independence of use and application simplicity. A total of 12 university students participated as subjects in this research. After some training, each student derived ten ideas for velvet products that utilized a combination method and forced connection method. A total of 120 ideas were evaluated for novelty, technical possibility, practicality, and marketability; subsequently, 24 ideas were adopted and developed as sample products. The effectiveness of creativity education in fabrication and product design classes was verified through the whole process of product planning.

• 한국의류학회지
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• 제27권9_10호
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• pp.1036-1047
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• 2003

This study was carried out in the purpose of proposing internet marketing strategy which can make conversion rate higher through analysis of internet shopping behavior types. This study was executed in two stages; qualitative study, quantitative study. In the qualitative study, internet shopping behavior types were investigated through the In-depth interview and direct observation, and then in the quantitative study, differences of internet shopping behavior types according to consumer characteristics, product properties and shopping-mall types were examined. For qualitative study, 30 samples by focus sampling were inquired and for quantitative study, 334 data were collected through web survey. The results of this study are as follows: First, 7 Internet shopping behavior types of apparel were found through the qualitative study: cautious purchase by price comparison, searching purchase, special low price purchase, impulse purchase, prepurchase deliberation, information accumulation, recreation-oriented. Second, in relation to consumer characteristics, consumers that have many internet purchase experiences showed goal-directed behavior more and female did more special low price purchase behavior and impulse purchase behavior than male. Third, according to product properties, high price product led more cautious purchase by price comparison & prepurchase deliberation behavior and fashionable product led more information-searching behavior. In the case of low price and fashionable products, impulse purchase behaviors were showed more. Forth, according to Internet shopping mall types, category killer shopping mall visitors showed information search behavior, recreation-oriented behavior more.

• 한국의류학회지
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• 제45권3호
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• pp.464-476
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• 2021

This study empirically investigated the relationship benefits perceived by consumers from a live commerce channel and verified effects on trust in seller/product relationship and purchase intention to establish a strategy for a live commerce channel. An online survey was conducted among 204 women residing in Korea who had watched a video on fashion products shown by the NAVER Shopping channel. The perceived relational benefits from the live commerce channel were extracted into four groups: psychological, social, economic, and customerization benefits. Psychological benefits were found to have a positive effect on trust in seller but not trust in product. Social benefits and customization benefits had a positive effect on both trust in seller and product, but economic benefits had no effect. Trust in seller and in product had positive effects on purchase intention. Understanding consumer response in relation to perceived relationship benefits in live commerce can contribute strengthen consumer behavior research on live commerce channels. These results can guide fashion companies as they develop live commerce marketing strategies.

• 한국의류학회지
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• 제32권1호
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• pp.45-54
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• 2008

The purposes of this study are to examine consumer's perception about salesperson services of fashion stores, and how salesperson services influence on consumer's satisfaction, repeat purchase intention by price perception. The data was obtained from a survey of 420 fashion product consumers in their 20's living in Gwangju city in 2006. It was analyzed by factor analyses, reliability, frequency, T-test, regression. The results of the survey were: 1) Salesperson service dimensions perceived by fashion product consumers were 4 dimensions: Customer service orientation,. Relationship orientation, Reliability & sales ability, Salesperson's appearance. 2) Salesperson services influenced on satisfaction of high price perception group and low price perception group. 3) Satisfaction and salesperson service importance influenced on repeat purchase intention of high price perception group and low price perception group. 4) The difference of salesperson services perceptions by store types were examined. The findings of this study are expected to help fashion stores make successful relationship strategy according to price strategy and keep the relationship with their customers for a long time in fashion retail setting.

• 한국의류학회지
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• 제24권6호
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• pp.787-798
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• 2000

This study intended to investigate the benefits sought in 2(i s female formal wear and the clothing behaviors of 20's working women segmented by the benefits of female apparel and to provide marketing strategy on the segmented market. The subject of this study were 605 working women in their 20's living in seoul, and survey based on references and formal studies was used. The results of data analysis are as follows: 1. The factor structures of the benefit sought in clothing products were classified into symbolismㆍaesthetics, and practicality. 2. Consumer groups were segmented into four groups by the benefit factors sought in clothing products. 3. Product involvement, fashion involvement, information search and brand loyalty were proven significantly different among the segmented consumer groups. Demographic variables and purchasing traits such as subjective social class, average monthly expenditure on clothing, and usage of fashion credit card or credit cards were proven to significantly different among the segmented consumer groups.

• 패션비즈니스
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• 제11권1호
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• pp.86-96
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• 2007

The purpose of this study was to examine which variables affect customer relationship management in discount store focusing on satisfaction, trust and commitment. A total of 360 participants who had purchased fashion products in discount store were used in this study. The data was analyzed by factor analysis, correlation analysis and regression analysis using SPSS program. As the result, benefits, information, reputation, product, location, salesperson and price factor were extracted. The price, information, reputation, product and location variables had the effects on satisfaction, especially, price had the major effects on satisfaction. The satisfaction, information, salesperson, price and location had the effects on trust. The satisfaction, trust, information, benefits and product had the effects on commitment. The reputation variable had direct effect on relationship maintenance. Also, satisfaction, trust and commitment had the effects on relationship maintenance. Specifically commitment had higher effect on relationship maintenance than satisfaction and trust did. The results of this study would provide CRM marketing strategy for fashion marketers of discount store.