Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Global Market Segmentation Strategy: A Comparison of Evaluation toward womens formal wear and casual wear among Korean and American consumers in 20s

한.미 20대 소비자의 여성 정장과 캐주얼시장 세분화를 위한 글로벌 마케팅 전략

  • Published : 2001.05.01
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Abstract

The purpose of this research was to compare American Korean consumers perceptions or evaluations of womens formal wear and casual wear. Results revealed that two groups classified differently the products in formal wear, not casual wear. In general, compared to Korean subjects, Americans rated the Korean business formal wear as more fashionable, attractive, stylish and of having higher quality than U.S. formal wear, indicating they were more likely to purchase. On the other hand, compared to U.S. subjects, in general, Koreans rated higher the U.S. casual wear as more liking, purchasing, comfortable, and appealing than Korean casual wear. Regarding clothing image toward each picture, there was a statically difference in both groups. To increase American or Korean exports of apparels, companies must look globally to develop new markets for their products.

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