한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)
- 제22권1호
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- Pages.29-40
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- 1998
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- 1225-1151(pISSN)
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- 2234-0793(eISSN)
패션내의류 시장의 포지셔닝 전략에 관한 연구
A Study on the Positioning Strategy of the Fashion Underwear Market
초록
This study is to develope positioning strategy of fashion underwear market through the perceptual map which can analyze the psychological positioning of the existing fashion underwear brand. A positive study has been made on 176 women in their teens and twenties who live in the Seoul area through questionaire. The collected data was analyzed with Multidimensional Scaling Method, Conjoint Analysis and Cluster Analysis and so on. The results of analyzing the competitive relationships for attributes and the ideal points are as follows: The consumers groups are divided into three market segments on the basis of the ideal points about fashion underwear attributes.