• Proceedings of the Costume Culture Conference
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• 2003.09a
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• pp.5-22
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• 2003

패션산업의 현황 - ① 외부환경ㆍ국내유통개방이후 세계적 유명 브랜드의 시장 잠식 심화 루이뷔통, 구찌 등 50여개 명품 브랜드 국내도입ㆍ국내 유통점(백화점 등)의 해외 브랜드 선호로 국내 브랜드 발전 위축ㆍ국내시장도 국제시장화 하여 해외 선진 브랜드와 무한 경쟁ㆍ신 유통팽창 : 할인점, 아울렛, TV 홈쇼핑, 인터넷 쇼핑 등 출현ㆍ좁은 내수 시장 (인구 4,500만명)ㆍ고객(소비자)의 반란 ② 내부환경ㆍ영업, 기획, 생산 등 인건비 상승에 따른 제품 가격 인하로 경쟁력 상실ㆍ국내봉제업체의 도산 (해외 생산기지 가속화)ㆍ비효율적인 경영 시스템ㆍ기업간 구매, 생산 정보부족으로 납기, 품질 등 고질적인 문제 내포 (중략)

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.6
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• pp.779-794
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• 2019

This study examines the effects of brand belief of a mass offline retailer on the perceived value, attitude, and purchase intention toward the products of emerging fashion designer brands in the context of marketing collaborations between emerging fashion designer brands and a mass offline retailer. We invited 198 adults aged 20 to 59 to an online survey who were asked to read a news article and respond to a questionnaire. The results of structural equation modeling show that brand belief of a mass offline retailer positively influences the perceived value of the products of emerging fashion designer brands. The perceived value also positively influences the attitude toward the products that subsequently enhances purchase intention. The findings suggest that emerging fashion designer brands should strategically select a mass offline retailer as their collaboration partner by considering consumer perceptions of the retailer brand because the brand belief of the retailer may have a halo effect on a consumer evaluation of the products of emerging fashion designer brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.3
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• pp.459-471
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• 2010

This study examines the exposure effects of the brand of fashion manufacturers on the brand attitude of consumers towards the private brand of fashion retailers. In addition, it investigates the exposure effects of the brand of fashion manufacturers on the brand attitude of consumers towards the private brand of fashion retailers based on the sensitivity of consumers as related to the brand. Data are analyzed by a reliability analysis, a factor analysis, the correlation analysis, t-test, and one-way ANOVA. The main results are summarized as follows. First, when the private brand of fashion retailers (Perry Jensen) was shown to customers, three groups ('PB without exposing the brands of fashion manufactures', 'PB with exposing Galaxy', and 'PB with exposing Parkland') revealed statistically significant differences in consumer purchase intentions as well as brand preferences to the PB products of fashion retailers. The group of 'PB with exposing high-sensitive Galaxy group' showed an overall higher brand attitude than the other two groups-'PB without exposing the fashion manufactures' brands' and 'PB with exposing low-sensitive Parkland'. Second, in comparison with the effects of the brand sensitivity of each group, the group with the higher brand sensitivity showed statistically significant browsing intension as well as purchase intention on both brands of fashion manufactures (Galaxy and Parkland).

• Proceedings of the Korean DIstribution Association Conference
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• 1999.11a
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• pp.63-81
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• 1999

WTO, IMF 등 국가경제의 혼란과 경영환경 악화는 섬유 ㆍ패션업계에도 그대로 투영되고 있다. 실업증가와 소비심리 위축으로 인한 극심한 내수부진과 업체간 경쟁격화, 고비용, 저효율, 재고부담에 따른 자금난 등으로 고심하고 있다. 지식 집약적 정보산업으로서 패션산업은 경쟁력 제고를 위해서는 업계의 협력과 정보공유를 바탕으로 한 효율개선과 비용 절감이 필요하다. (중략)

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.12 s.148
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• pp.1562-1570
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• 2005

The purpose of this thesis is to find the effective way of practical education in the fashion related department in order to supply the appropriate experts to the Korean apparel manufacturers located in Dalian, China. The interviews were made twice from $25^{th}$ of Feb. to $15^{th}$ of Mar. 2005 and from $28^{th}$ of July to 31st of July 2005 through the method ot a direct interview with the CEOs of the 7 representative apparel manufactures. The results of the interviews were as following. Seven companies$(100\%)$ participated in the survey all complained of insufficient workers. Also the companies were having difficulties at finding appropriate workers who can handle designing, management, and circulation, because specialists who are fluent in Korean and Chinese are very rare. Moreover, Korean apparel manufacturers are now taking a step further to launch a high quality fashion brand, getting out of the simple hand work depending on low wage or low-tech(6 companies $85.7\%$). Thus, well-educated fashion specialists(intermediate manager) are required on the part of Korean clothing companies or apparel manufacturers in China. It is expected the intermediate managers and the specialists who are capable of launching a new brand will be urgently needed. Therefore, appropriate educations in Korea would be essential to minimize the problems the Korean fashion specialists might face in China. 1 would like to present three suggestions. 1. The highly educated Korean fashion specialists on apparel industry will be a solution both to the high jobless status in our country and to the deficiency in human resources of Korean apparel manufacturers in Dalian. 2. The students in the college should learn how to write down the working chart and matching chart in practical conditions. Taking an intern-ship in working factories in China during a certain period of time will be helpful. 3. The experts should be trained with emphasis on the quality, design, and value of the brand. This study will be used as a base for Koreans who work in fashion related department to enter the Chinese fashion market having a great potential.

• The Research Journal of the Costume Culture
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• v.14 no.4
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• pp.647-656
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• 2006

A purpose of this research was to analyze an effect of discount stores image on brand equity of fashion brand. One hundred ninety-four women living in Seoul and its suburb were surveyed for this study. For data analysis, descriptive statistics, factor analysis, multiple regression, and ANOVA were used for this study. As the results, first, discount stores image was classified into five factors such as convenience, service, store atmosphere, familarity, and easy use. Second, brand equity was divided into three factors such as brand loyalty, perceived quality and brand recognition. Generally, discount stores images were correlated with brand equity factor. Third, results revealed that service, easy use, convenience, and familarity were 32% of the explained variance in brand loyalty. Also, store atmosphere convenience, service, and easy use were 26% of the explained variance in perceived quality. Results revealed Store Atmosphere and easy use, and familarity were 21% of the explained variance in brand recognition. Based on these results, discount stores in private brand marketing strategies would be suggested.