The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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A study on the clothing selection criteria by pursuit of clothing benefit groups and the preference of clothing color by moodstate

의복 추구 혜택 집단별 의복 선택 기준과 기분 상태별 선호 의복색 연구

  • Yu, Ji-Hun (Dept. of Clothing & Textiles, Sangmyung University) ;
  • Kim, Min-Kyung (Dept. of Fashion Design, Jangan University)
  • Received : 2013.12.04
  • Accepted : 2013.12.23
  • Published : 2013.12.31
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Abstract

This study aimed to provide the basic data of the establishment of marketing strategies by dividing consumer groups in accordance with the pursuit of clothing benefit, and then understanding the importance of clothing selection criteria in those groups, whether there are any differences in it between groups, and whether there are any differences in preference of clothing color depending on the mood state of those groups. The scale of this study was comprised of the pursuit of clothing benefit factors, clothing selection criteria factors, and the factors related to preference of clothing color by each mood state. In the results of the analysis, the factor most considered when male and female consumers in 20s~30s purchase clothing was fitting, and followed by convenience, stable shape, condition, design, and others' reaction in order. However, those 'design', 'convenience', 'others' reaction' and 'condition' factors were significantly different between groups. Therefore, the significance of this study is that fashion brands could develop new positioning maps for marketing and promotional strategies based on the pursuit of clothing benefit shown in this study.

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References

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