• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.4
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• pp.545-559
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• 2015

This research investigates consumer responses to different types of fashion film used in national women's wear brands. The content analysis was conducted as a preliminary study for women's wear fashion brand based on the 2012/2013 fashion brand yearbook. Three types of fashion film (Wearing Apparel Products, Brand Advertising and Storytelling were used as stimuli for the present study. We analyzed 224 data gathered using SPSS 22.0. The results showed significant differences among types of fashion film in regards to film attitude, product evaluation, creativity, information literacy, re-watching intention and word of mouth intention variables. This study revealed that the Brand Advertising type received the most positive evaluation in many aspects. Especially, the Storytelling type received the most positive evaluation in creativity. Wearing Apparel Products type gained high points in information literacy. The present study helps brand managers determine a fashion film that best suits each brand characteristics.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.5
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• pp.501-512
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• 2011

This study examines the possible differences in satisfaction level according to the attributes classified as product, price, and service among women apparel consumers with the experience of buying global and domestic SPA brands. Data were collected through a survey of 270 women consumers aged 20s and with SPSS 15.0. The results are as follows: The exploration of the difference in product, price, and service attributes between the global and domestic SPA brands revealed that for product attributes, domestic brands scored higher in management quality, while global brands scored higher in design. In addition, for price attributes, domestic brands scored higher in promotion, while global brands scored higher in price value. When it comes to service attributes, only in regards to store policy was there a significant difference, with the score of global brands higher than domestic brands. The analysis of the difference in shopping orientation on domestic SPA brands showed significant difference only in customer convenience for the category of service attributes, while on global SPA brands, there were significant differences of the design for product attributes, promotion for price attributes, and customer convenience for service attributes.

• Fashion & Textile Research Journal
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• v.16 no.2
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• pp.235-244
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• 2014

This study investigates the effect of visual merchandising congruity perception on brand attitude and purchase intention. In addition, this study examines the mediating role of perceived risk in the process. Four retail fashion brands with classic image were selected in the previous research to avoid the influence of different brand images. Questionnaires were distributed to 200 customers leaving the four fashion retail stores which were chosen by the previous research. A total of 167 completed questionnaires were analyzed using SPSS 18.0 and AMOS 7.0 statistical packages. The results were summarized as follows. First, visual merchandising congruity perception positively affected brand attitude. This result supports the match-up hypothesis. Second, brand attitude positively influenced purchase intention. Third, visual merchandising congruity perception did not directly affect purchase intention. Visual merchandising congruity perception indirectly influenced purchase intention by mediating brand attitude; however, it did not directly influence purchase intention. Therefore, the strategic approaches to enhance favorable brand attitude through visual merchandising congruity perception should be tried. Fourth, visual merchandising congruity perception negatively affected perceived risk. Fifth, perceived risk negatively affected brand attitude. Sixth, visual merchandising congruity perception affected brand attitude by mediating perceived risk. Therefore, it is needed to devise the visual merchandising strategy that lowers the perceived risk in order to make a positive brand attitude.

• Fashion & Textile Research Journal
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• v.18 no.6
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• pp.825-832
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• 2016

The purposes of this study was to investigate effects of fashion brand apps on smartphones flow and consumer satisfaction in mobile shopping. These findings provide new information to marketers for the marketing strategy for dealing with mobile shopping mall. A total of 233 usable questionnaires were obtained from men and women ages 20-30 who have mobile shopping purchasing experience. Data were analyzed by frequency analysis, factor analysis using SPSS for Window 22.0 and confirmatory factor analysis and structural equation model analysis by AMOS 22.0. The results were as follows. First, the analysis of fashion brand apps factors showed that it consist of 2 kinds of dimensions of basic information type and additional information type. Second, basic information type of fashion brand apps have had a direct impact on consumer satisfaction and did not affect the smartphones flow. Additional information type influence consumer satisfaction through a smartphones flow. Basic information type of fashion brand apps showed a greater impact on consumer satisfaction than a smartphone flow. A managerial implication was discussed for fashion brand marketers to develop strategies on fashion brand apps that could stimulate and increase the consumer flow and satisfaction.

• Journal of the Korean Society of Fashion and Beauty
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• v.5 no.2 s.13
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• pp.68-74
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• 2007

The purpose of this study was to find out the difference between high self-esteem and low self-esteem about the product. The study used the questionnaire method to find out the control effect of self-esteem on apparel brand types. The survey data was analyzed by SPSS Hangul 10.0 Statistic Package. 16 apparel brands that had been selected by a preliminary study were surveyed by using. Brand Mapping was performed in each group for brand classification, and ANOVA was conducted in order to compare the variables depending on brand types. The self-esteem was surveyed by using the self-esteem scale by Rosenberg was used. Multivariate analysis was conducted to identify brand preference, product involvement according to purchase intention and the interactive effects of the brand types that are divided into familiarity and control recognition. For the purpose of the study was to compare searched the results of the high self-esteem comparison with the low self-esteem. The results of the study found the differences on perception about the brand between the high self-esteem and the low self-esteem on the preference. People with high self-esteem liked the brand that was perceived obedience. But the low self-esteem liked the brand that was perceived control.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.2
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• pp.191-200
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• 2014

This study represents "an artialization of fashion" that may be regarded similar to art with a focus on luxury fashion brands. In the $20^{th}$ century, fashion began to share a similar language with art and became a central part in popularizing art. Fashion and art were drawn to each other in mutual fascination. Fashion studies arouse from disciplines like anthropology, sociology and art history as well as from aesthetic experiences and commercial characteristics. Fashion is very complicated phenomenon; therefore, a study on the artialization of luxury fashion brands needs to be approached for aesthetic and commercial aspects simultaneously. This study combines a literary survey with a case analysis of the relation of fashion and art as well as inquires on the artialization of luxury fashion brands based on discourses. The discourses are: first, fashion is an art, second, fashion and art differ in relation to the intention, third, fashion and art have mutual-borrowing. In view of the results achieved in this study, luxury fashion brands can achieve increased effectiveness through art. This study reveals the effects that luxury brands achieve through art versus a discussion on if fashion is art or not and if the relationship is moral or not.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.2
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• pp.224-234
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• 2004

This paper is an exploratory research to identify the structural model suitable for the fashion brand attitude effect process of VMD structural elements. Under the circumstances of severe competitiveness in price-conscious casual brand, we intended to find measurement model of VMD effect to establish plausible brand specific VMD strategy. Since VMD is regarded as one of marketing stimuli like advertising, we introduced Mackenzie, Lutz, and Belch(1986)＇s advertising effect measurement model for the analysis. For the study, VMD structural elements were composed of controllable visual factors from store environment at the aspect of marketing strategy. As a result, the reciprocal mediation hypothesis model shows the best fit for the VMD stimuli. That is, under the cognition of interaction between VMD attitude and brand attitude, strategy must be considered to strengthen the attitude relation between VMD and brand. The second fit model was the dual mediation model which was adopted from Petty and Cacioppo＇s ELM. According to this, when you make use of VMD strategy, it is needed to consider both of affective and cognitive factors of VMD.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.3
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• pp.444-456
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• 2009

The purpose of this study is to understand consumer needs through Fashion Sensibilities and Consumer Sensibilities on Men's Casual Brand's Patterned Shirts. This study suggests the basis of planning effective design of Men's Casual Brand's Patterned Shirts by categorizing. The product from 2005 S/S to 2007 F/W is divided into the following sector: years, seasons, and product zones(adult, character, traditional), focusing on the design property of Men's Casual Brand's Patterned Shirts. An evaluation tool is composed of 19 pairs of image adjectives and 3 questionnaire as consumer need tool. Data were collected on March 3th to 31th in 2008 over Busan area. The data were sorted by using the SPSS statistics package program. Fashion sensibility of Men's Casual Brand's Patterned Shirts were expressed with 4 factors of attractivity, visibility, sensibility, hardness occupied 58.6% of the total. Therefore as attractivity, visibility, sensibility, hardness are important for product planning, it would be effective to consider these 4 factors before product planning.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.1
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• pp.22-32
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• 2009

The purpose of this study was to suggest the appropriate marketing strategies for Korean fashion companies wishing to enter the US market. In-depth-interview with documentary research were performed to investigate the seven Korean fashion companies launching in the US market as wholesalers or retailers. The interviews were executed from May to July 2007. The results of the study were summarized in accordance with Marketing Mix(4P's). In most cases, the brand targets are female customers of 20's to early 30's. The products carried by the companies are trendy with a tint of vintage and oriental feelings. The price ranges from middle to high level. Most brands are engaged in wholesaling through trade shows to sell the merchandise for department stores or specialty stores, but recently are trying to convert to retailing. Trade shows and show rooms are used as one of the promotion tools, but celebrity marketing has also been active for the promotions. Most companies suggested their superior qualities of the products as their strength, and the lack of experience and information as their weakness. Most companies forecast that the influence of FTA between Korea and the US may be limited because of Korea companies' overseas outsourcing system.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.1
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• pp.104-114
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• 2009

The purposes of this study were to examine: 1) supporting activities of fashion brands for store-level visual merchandising(VM); 2) shop masters' attitude to VM supporting activities; 3) the differences in the perceived importance of VM, attitude to VM supporting activities, and shop masters' VM management by shop master characteristics; and 4) the influencing factors on shop masters' VM management. A total of 203 questionnaires collected from shop masters working for women's wear fashion brands were analyzed. Results revealed that VM manual was used most often as a VM supporting activity, and casual brands offered VM training and professional VM help more often than designer brands did. Shop masters' attitude toward necessity, participation and usefulness to VM supporting activities were related to each other as well as to the perceived importance of VM. There were differences in the perceived importance of VM and attitude to VM supporting activities by age and sales career and in the VM management by income. Brand knowledge, the perceived importance of VM, and participation to VM supporting activities affected VM management of shop masters.