신세대 주부의 패션라이프스타일 유형에 따른 유아복 상표 포지셔닝에 관한 연구

A Study on Infant s Wear Brand Positioning according to Fashion Lifestyle of Missy Women

This study was designed to identify the brand positioning of Infant's wear according to fashion lifestyle of missy women. Cluster analysis on fashion lifestyle classified three groups according to fashion lifestyle factors : Fashion Indifference group(34%), Fashion & Individuality Oriented group(27%), Rationality Oriented group(37% ). The analysis of positioning map with satisfaction of seven brand image attributes (color, design, price, utility, quality brand name, fashion) showed the distance of satisfaction was different among three groups.