• 감성과학
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• 제9권4호
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• pp.331-339
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• 2006

영상매체에 등장하는 PPL광고가 실제 소비자인 시청자들에게 미치는 영향에 대하여 대학생들을 대상으로 조사하였다. PPL에 대한 인식의 차이를 조사하고 그 차이가 유행관여도과 어떤 관계가 있으며, 또 이것은 실제소비로 어떻게 이어지는지 조사하였다 대학생 189명을 대상으로 PPL인식도, TV나 영화에서 배우가 입은 의복 구매여부, 구매만족도, 유행관여도, PPL이 소비자의 의복 구매에 미치는 영향 등에 대해 조사하였다. 유행관여도를 기준으로 고저의 두 집단으로 나누어 이에 따라 분석한 결과, 유행에 민감하고 유행 관여가 높은 학생일수록 PPL광고에 등장하는 의복에 주목하고 있었으며 PPL광고에 사용된 브랜드 중에서 기억하는 브랜드 수가 많았다. 유행관여도 저집단은 의복구매시에 또래의 스타일, 주변의 충고 등을 많이 참고하는 반면에, 유행관여도 고집단은 패션잡지와 PPL의복을 많이 참고하고 있었다. 또 PPL 의복을 관심 있게 보는 학생이 실제로 스타 옷을 많이 구입하고 있었다 PPL로 인한 의복구매 영향력이 크다고 인식하고 있을수록 해당 브랜드, 기업, 제품의 선호도가 긍정적으로 변경되었다고 답하였다. 유행관여도가 클수록 기업의 선호도가 긍정적으로 변경되었다고 답하였다.

• 한국의류학회지
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• 제30권9_10호
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• pp.1455-1463
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• 2006

The purpose of this study was to examine the advertisement effects of mobile fashion advertisements, specifically focusing on how the mobile fashion advertisement effects work according to advertisement types and categories. Two hundred female college students participated in this study. For data analysis, descriptive statistics, factor analysis, and t-test were used for this study. As the results, first, advertisement attitudes were classed into three factors such as cognitive factor emotional factor, and behavioral factor. Second, regarding the effect of advertisement types, pull advertisement type had higher advertisement attitudes, and higher purchasing intention than push advertisement type. There was not significant in brand attitudes between pull advertisement and push advertisement. Third, for the effects of advertisement categories, clothing advertisement had higher cognitive factor and behavioral factor, and higher purchasing intention than accessory advertisement. There were not significant in emotional factor and brand attitude between clothing and accessory advertisements. Based on these results, M-commerce fashion advertisement marketing strategies would be suggested.

• 한국생활과학회지
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• 제23권2호
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• pp.343-355
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• 2014

This study explores the characteristics of fashion flagship stores from the consumer's viewpoint, examines the differences by brand type in the flagship store characteristics, store experience, in-store emotion, and the post-visit brand response, and compares those of the flagship store with other stores of the brand. Flagship stores of the four brand types including luxury, SPA, retail, and national brands were selected for the online survey. Data from 537 respondents who visited and selected one of those stores were analyzed. Five factors including facility/service, scale/product lines, brand identity, location, and publicity were extracted from the characteristics of flagship store. There were differences in the perceived flagship store characteristics by brand type; The luxury and retail brands were more highly perceived in facility/service comparing to the SPA brand. Store experience and brand response were also different by brand type; Perceptions of the luxury brand were also higher than of the SPA brand. Overall, consumer responses to the luxury brand were higher than to the SPA brand. Consumer responses to the flagship store were higher than to other stores of the same brand. The study discusses further implications.

• 복식
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• 제55권3호
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• pp.136-149
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• 2005

The purpose of this study was to analyze how the purchase of BURBERRY prestigious fashion brand, accomplishing the most successful luxury brand in Korea, correlated to the demographic and psychological characteristics of the BURBERRY purchasers, especially, conformity and individuality. The responses of 304 female living in Seoul and the metropolitan area between 20sover 50s who had ever bought BURBERRY were used in the study. The following results were found: 1) BURBERRY consumer's psychological characteristics were classified into 2 types of conformity (normative conformity and identificational conformity) and 2 types of individuality (anticonformity and independence) 2) 3 factors of the attributes of BURBERRY products were identified: functionality (color, multipurpose, easy-care, pattern), symbolic(brand renown & trust, history & heritage, scarcity) and aesthetic(quality, design) 3) Women conforming to higher clothing conformity attached great importance to the symbolic attributes of BURBERRY 4) The importance factors of decision on purchasing of BURBERRY were design, brand renown & trust and product quality among which the design was the highest in degree and order.

• 복식문화연구
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• 제21권1호
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• pp.93-116
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• 2013

This paper explored and compared the textile pattern and motive design of fashion designers' brands and H&M collaboration collections. In particular, this study put it focus on textile pattern design of seven fashion design brands such as Roverto Cavalli and Versace, etc., which were collaborated with H&M. The color, motive type, motive layout, motive expression, and pattern drawing technique were collected from fashion internet sites over the five year period, and then were cross-sectionally examined and compared based on their color, motive type, motive layout, motive expression, and pattern drawing technique of products between fashion designers' brands and H&M collaboration collections. The analyses showed the following results: First, the similar color, motive type, motive layout, motive expression, and pattern were found between fashion designers' brands and H&M collaboration collections, in order to show the perspective texture of products to consumers. Second, H&M collaboration brands demonstrated unique textile design of H&M rather than the trendy design patterns. Finally, the textile design pattern used in H&M collection was more restricted in terms of motive expression technique and chromaticity than that used in fashion designers' brands.

• 한국의류산업학회지
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• 제9권5호
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• pp.516-527
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• 2007

This study was designed to make a proposal of a classifying model of Korean fashion brands as the first step in a long-term research plan developing a globalization roadmap for Korean fashion industry. On the basis of ownership advantages of a brand which included firm level attributes and brand level characteristics, fashion brands were classified into eight types. The proposed model was expected to provide an efficient and meaningful framework in developing global strategies both for academic and practical purposes. The model proposed four major categories of fashion brands including manufacturer brands, designer brands, retailer brands, and non-brands. Manufacturer brands were further classified into three groups of conglomerate fashion brands, fashion brands, and sports-specialized brands. Non-brands included small/very small-sized manufacturer non-brands, small/very small-sized non-brands, and OEM/ODM exporters. The classifying dimensions, brand type characteristics, and the globalization approach were discussed. Methods to test the reliability and validity of classifying were also discussed in the text.

• 한국의류학회지
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• 제37권5호
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• pp.631-644
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• 2013

This study investigates the gaps between ideal and actual corporate social responsibility (CSR) by comparing levels of CSR perceptions and examining the relationship differences between CSR perception, perceived quality, and affective trust from a consumer perspective. Data from 315 adult samples were collected through a nationwide online survey. In order to compare ideal and actual CSR, the study employed the approach of latent means analysis (LMA) and multi-group comparisons within the framework of a structural equation modeling (SEM). The result of latent means comparison showed significant differences of perceptions on fashion CSR across ideal and actual contexts. Only actual economic CSR was evaluated higher than in the ideal context and the effect size of inter-management CSR was the largest among seven domains. Multi-group SEM revealed a significant discrepancy between ideal and actual CSR structural models that exhibited relationships of CSR perception, perceived quality, and affective trust. The paths from internal management and ethical CSR to perceived quality and from economic and philanthropy CSR to affective trust were different across ideal and actual contexts. Implying the understanding of consumer CSR perceptions and the mediating role of perceived quality, this study suggests that marketers narrow the gap between ideal and actual CSR.

• 한국의류학회지
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• 제38권5호
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• pp.743-754
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• 2014

This study identified the internal motives for the purchase behavior of Korean male consumers in multi-brand fashion stores by conducting in-depth interviews with 8 men in their 20s and 30s. All respondents had significant experience with this type of store. Data were analyzed in an inductive way and compared with Bohemianism to interpret and described the results as a recent phenomenon of men's fashion. The five internal motives were extracted from analysis: the pursuit of freedom of expression, the counter-cultural resistance to department stores and domestic fashion brands, which tend to copy designs from international brands, the pursuit of mobility and adventure for trying to search and wear a new fashion style, the pursuit of pleasure through store experience, and the pursuit of artistic value by considering goods purchased in multi-brand fashion stores as artistic and cultural goods.

• 대한가정학회지
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• 제39권12호
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• pp.79-90
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• 2001

Use of the right props in the window display of fashion stores is an essential factor of stimulating customers'interest in purchase, white display is known as important means of expressing fashion. Therefore, the purpose of this study is to investigate the practice of window display in domestic fashion stores in terms of props and space construction and to find the differences among 5 different brand types including adult women's, women's casual, men's, unisex, and sportswear. For this study, the window display of the 165 fashion brands was investigated according to the kinds of props used. The data were analyzed by using frequency count and percentage. The various kinds of props were used according to the different brand types and this result was found to be statistically significant. It was found that the four different types of mannequins were the most frequently used props in all fashion brands. And the other props used commonly in fashion stores included photographs, plants, furnitures, and outdoor displays. A variety of special kinds of props were used to attract customers depending on the types of brands. As a conclusion, the importance of selecting effective props was increasingly recognized and the prospect of window display was found to be dependent on the use of right props.

• 복식문화연구
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• 제24권4호
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• pp.483-497
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• 2016

The importance of marketing on mobile platforms as well as mobile commerce is increasing dramatically in fashion industry. The purpose of this study was to categorize mobile fashion marketing strategies and to examine application usage motivations that influence brand attitude, purchase decisions, and post-purchase evaluation. Qualitative research methods, in particular focus-groups and in-depth interviews, were conducted to examine the typology of mobile marketing and fashion application usage motivations. Then, a modified survey was used to quantitatively examine what content consumers expect from fashion applications. Results of the qualitative study indicated that consumers perceive sensory (visual, tactile, auditory), relationship, information and practical marketing strategies through motives. Survey result from 229 consumers revealed four fashion application usage motives: sensory, relationship, information and practical. Based on these motives consumers were segmented into three groups: the experience/relationship-conscious, the product information-conscious, and the lifestyle information-conscious. The product information-conscious group showed higher level of monthly income and clothing expenses but lower level of mobile device usages. Lifestyle information-conscious group and experience/relationship-conscious group had higher level of attitude, and post-purchase evaluation. It was experience-relationship conscious consumers who spent more time in mobile use. This study shows a better understanding of mobile marketing environment of fashion applications.