• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.2
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• pp.254-265
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• 2017

This study examines the possibility of a neuro-scientific approach to fashion Visual Merchandising (VM), by researching the brain activation of customers about fashion stores in terms of VM. Study subjects were in 20's-30's residing in Busan and ten ordinary person or fashion industry related individuals, it measures the change of cerebral blood flow on positive/negative photo stimulus in terms of VM using a functional Near Infrared Spectroscopy (fNIRS) device, and then compared the brain activation to the difference of the fashion store VM. Photo stimuli utilized in the experiment were selected through a preliminary study in advance. The results of this study are as follows. First, the brain activation was found in all 16 channels of stimulus ranges of fashion store VM regardless of positive/negative stimulus. This means that the VM of fashion store causes changes to the cerebral blood flow of consumers, which implies that consumer behavior can be affected by store VM. It also shows that the brain is more active in negative VM stimulus than positive VM despite slight differences in the subjects. In terms of VM, this suggests that the negative factors of fashion stores have a greater effect on the brains of consumers compared to the positive factors. Second, the reaction of the brain channel is different according to the positive/negative VM stimulus of the fashion store by product group and confirms that positive/negative VM stimulus can be distinguished by brain-reaction for the three product groups except for the underwear group among four product groups (men's wear store, women's wear store, underwear store, and sportswear store). The results indicate that more objective scientific measure and decision-making are possible through neuro-science in the strategic execution of VM. This study verified the possibility for a neuro-scientific approach to fashion VM; therefore, there are expectations for the various activation of interdisciplinary research and subsequent development of VM that utilize neuroscience in fashion marketing.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.361-372
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• 2023

In this study, three luxury fashion start-up platforms, Balaan, Trenbe, and Must-it, were selected as research subjects. The purpose of this study is to compare and analyze the marketing mix strategies of each of the three online sites. The results of our study are as follows. First of all, the product strategies of the three luxury platform companies are characterized by the composition of products from high-end brands to SPA brands, and product composition such as kids, home living, Used goods and art in addition to women's and men's wear. In addition, the pricing strategies of luxury platforms show price differences depending on the luxury platform even for the same product. It is shown as a structure that directly determines margin. Therefore, in order to secure an edge in price competitiveness, each platform provided discount coupons and savings that are not available in offline stores such as department stores, providing opportunities to purchase luxury goods at a lower price than offline stores.Lastly, the sales promotion strategies of the three luxury platform companies was used include price discount promotions such as price discounts, discount coupons, and regular sales, and value-added sales such as membership registration/review points, events, product information, delivery services, social contribution activities, and SNS utilization.

• Proceedings of the Korea Society of Costume Conference
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• 2001.04a
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• pp.48-48
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• 2001

고객의 가치를 창조해나가기 위해 고객을 중시하 는 시장지향적인 기업문화가 확산되며, 이와 함께 판 매현장 최일선에서 고객을 직접 응대하며 기업의 시 장지향성을 실현하고 고객을 관리하는 패션판매원의 중요성이 높아지고 있는 실정이다. 이러한 시장지향 적인 기업문화와 판매원의 중요성이 높아짐에 따라 본 연구는 의류업체의 시장 지향성의 유형을 밝히고, 이러한 시장지향적 노력이 판매원의 능력과 함께 의류업체의 판매원의 만족에 어떠한 영향을 미치는지를 알아보고자 하였다. 이들의 규명을 통해 궁극적으 로 기업의 성과에 기여하는 판매원 만족에 영향을 미치는 시장지향성의 유형과 판매원의 능력 유형을 밝혀 의류업체의 시장지향적 기업문화 실현에 기여 하고자 하였다. 설문지를 이용한 실증적인 조사연구방법이 사용 되었고, 연구대상은 서울과 분당에 위치한 L백화점의 여성복 의류매장에 근무하고 있는 삽마스터 600 명을 대상으로 하였다. 선행연구를 근거로 하고 의류 업체에 맞게 수정 보완한 질문지를 사용하여, 최종 분석된 설문지는 547부이다. 자료분석은 SPSS pc + 8.0올 이용하여 빈도분석, 백분율, 요인분석, 중다회 귀분석을 사용하였다. 수거된 질문지를 통계처리 한 결과는 다음과 같다. 첫째, 의류업체의 시장지향성을 요인분석한 결과 '시장정보의 획득'시장정보의 확산', '시장정보에 대 한 반응'의 세 요인으로 나눌 수 있었다. 시장정보를 획득하는 활동에는 매장의 소비자조사. POS시스템 의 활용. 삽마스터 회의에의 관심, 경쟁 브랜드 조사 그리고 판매사원을 통한 고객의 반응 조사 등의 내 용이 포함된다. 시장정보를 확산시키고자하는 활동 에는 매장에서 본사로 상황을 보고하고, 고껴의 시정 요구를 해결하고자 하는 노력. 판매원이 제시하는 소 비자동향의 반영, 그리고 삽마스터 회의 등씩 내용이 포함되며, 시장정보에 대한 반응은 풍부한 물량공급 과 히트상품의 지속적인 공급을 활동 내용으로 한다' 둘째, 의류업체의 시장지향성은 판매원의 만족도 에 정적인 영향을 나타냈다. 이는 의류업체가 시장정 보 수집에 적극적이고, 매장과 긴밀한 정보교류를 하 며, 수집된 정보를 적극 활용하여 상품개발이나 공급 등의 노력을 보일 때 판매원이 회사에 대해 강한 신 뢰감을 느껴 만족감을 느끼게 되고 이것이 바로 성 과로 이어질 수 있는 것을 의미한다. 셋째, 판매원의 회사전략 인지능력, 의류제조과정 인지능력. 고객서버스 능력, 자율적인 목표설정 능력. 고정고객관리능력이 클수록 직무자체와 인간관계에 대한 만족도가 높게 나타나 판매원의 직무한력은 판 매원의 만족에 영향을 미치는 것을 알 수 있었다. 이 는 의류업체에서 능력 있는 판매원을 육성하거나 영 입하는데 힘써야 함을 시사하는 결과이다.

• Korean Institute of Interior Design Journal
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• no.21
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• pp.54-61
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• 1999

The Fashion Distribution Business (FDB) is thriving to such an extent that the current period is called "The Era of Fashion." This FDB shows tendencies towards specialzation, globalization and expansion. The domestic FDB has been rapidly globalizing, and thus it is time for us to recognize that the fashion business has grown beyond its former role as a production-oriented retail business to include multiple new roles. This strategy to plant Store Identity on customers is just a Visual Merchandising (VMD) Strategy. That is, a strategy to visualize the Product Planning, which can be called a Complex Visual Expressing Technical System that classifies and arranges products in order to be easily seen, chosen, and bought through exhibition and arrangement. My aim is to break away from the conept that has been focused only on display division and to present product scheme correctly and to establish a VMD Plan which can also contribute to sales promotion by providing infirmation and arranging Store Display efficiently for customers. Additionally, this is aimed to present an efficient and sensitive design process.esign process.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.9
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• pp.1438-1449
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• 2008

The current research investigates customers' voluntary participation, using a sample of 446 consumers who visit fashion retail stores. The main focus of this study is to test a social exchange CVP model, including three antecedents of customers' perceived justice through mediators of service satisfaction and brand commitment. In support of the proposed model, I identify fully mediated relationships from interactional justice to the three CVP via service satisfaction and brand commitment and partially mediated relationship from distributive justice to the three CVP through brand commitment. No mediated relationship found for procedural justice neither through service satisfaction nor brand commitment to the CVP behaviors. The results generally support that the significantly indirect effects of perceived justice to the three CVP and satisfaction and commitment are the important mediators in between. The concept of justice can be interpreted in light of the normative value of social exchange relationship.

• Journal of Korea Multimedia Society
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• v.9 no.9
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• pp.1184-1195
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• 2006

The Internet has brought many changes in our daily lives. Now the recognition on the Internet fashion shopping matt has increased and it requires scientific and systematic research to understand the Internet fashion marketing system more correctly and to strengthen the marketing activity at the virtual space. A big shortcoming of an Internet fashion mall is that the consumers can't wear clothes themselves. Currently there is no system to cover the shortcoming, It would be nice if a 3D avata wears the clothes on behalf of a consumer after inputting the information of physical sizes of a consumer. The consumers can select many clothes, accessories and even the background. After establishing a complete virtual fashion shopping mall, the consumers who sue the Internet fashion shopping mall could wear the clothes at an online shop establishing an online shopping environment. It will be a sole way to ensure the trust of the consumers. This paper studies the read in reflection by PC camera and sample the edge detection. Virtual fitting system that wears virtual fitting model some clothes is establishment.

• Fashion & Textile Research Journal
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• v.24 no.6
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• pp.756-765
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• 2022

The purchase-related responses of MZ generation consumers may vary depending on the environmental factors of the fitting room. Therefore, this study extracted and systematized fitting room characteristics in the retail fashion environment. In-depth interviews were conducted with a total of 50 informants to collect data on the experience of using the fitting room. Then, a qualitative analysis was performed. First, results confirmed that the environmental factors of the fitting room include physical (spatiality, functionality, comfort, and convenience) and human (interactivity and congestion) aspects. Next, additional analysis was performed on functionality and interactivity to clarify the influence of environmental characteristics of the fitting room. These factors were classified into qualitative categories. The study results confirmed that, in the case of functionality, preferred lighting and mirror factors vary depending on the clothing product type, the place and situation for wearing, and individual characteristics. Furthermore, regarding interactivity, the preference for the presence of sales staff or companions differed according to personal traits and the need for additional information and evaluation. The study provides valuable information for effective fitting room space planning for offline fashion stores to meet the needs of MZ generation consumers.

• Fashion & Textile Research Journal
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• v.17 no.4
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• pp.574-587
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• 2015

This quantitative study helps develop a measurement tool for consumer experiences inside and outside of a fashion brand store in a large shopping center along with a previous qualitative study that utilized a consumer interview. An expert group interview was conducted to verify the result of the previous qualitative study. Subjects were selected through convenient sampling. A self-administered questionnaire was developed to collect the data. We used 666 questionnaires for data analysis. To analyze data, reliability analysis, factor analysis, correlation analysis and measurement equivalence verification were conducted with a statistical package of SPSS 21.0 and Amos 18.0. We used 27 questions in 8 factors for consumer experience inside of the fashion brand store: fashion product, VMD, salesperson responsiveness, salesperson specialty, salesperson's special treatment, salesperson's respect for customers, and positive/negative emotion. We used 27 questions concerning seven factors for the consumer experience outside of a fashion brand store that encompasses a large shopping center: experience with brand and product category diversity, experience with promotion and event, esthetic experience, experience with culture and entertainment, experience with recreational behavior, experience with reputation and sense of pride, and experience with customers.

• Journal of the Korean Society of Costume
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• v.66 no.4
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• pp.1-17
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• 2016

Fashion stores have to change to fit such the taste of individual customers taste and try to give unique experiences to the customers. They need to develop a special space that entertains customers, and entices them to visit and revitalize the off-line stores. This paper aims to analyze the experimental factors of stores, and how each of the factors impact customer experience in order to find out its effect on store satisfaction and store loyalty. Data was analyzed by using SPSS 18.0 and AMOS 18.0. Results of this study are as follows. First, Visual, Tactile, and Gustatory are the main senses that influence the emotional experience of the customers on a store visit. Second, three factors that influenced customer experience in experimental fashion stores are 'Causing Interest', 'Causing Concern', and 'Causing Relationship.' Third, the 'Causing Interest' factor and the 'Causing Concern' factor showed positive correlation with store satisfaction, while the 'Causing Relationship' factor did not impact store satisfaction, which affected store loyalty. Fourth, each experimental fashion stores can have different effect to consumer satisfaction and loyalty. Also, fashion store brands without an experimental store can cause various effects to consumers when a flagship store with an array of product information is formed. The conclusion drawn from this study will provide a guideline for fashion stores attract faithful customers by improving their store environment.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.2
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• pp.274-287
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• 2019

Most corporations engage in Corporate Social Responsibility (CSR) activities. Consumers are aware of CSR activities in different domains and use the perception and evaluation in purchase decision making. This study reveals how the relationship between consumer perception about a fashion corporation's CSR activities and product evaluation (such as perceived expertise and attractiveness) affects behavioral intention. This study discussed implications for store designs depending on whether it is actively engaging in CSR communication. Two virtual fashion store images of modern or eco design were used as stimuli. The study was conducted from July to August, 2018 based on women in their 20s and 30s. We collected 154 eco designs and 157 modern design responses. The findings of the study show that consumer perceptions of CSR activities affected perceived expertise and attractiveness. Further, perceived expertise and attracti-veness led to purchase intention and time spent in the store. The store design variation had no differences in mean values of consumer perception; however, evaluation and purchase intention indicated that a varied store design emphasized different corporation capabilities.