• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.3 s.162
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• pp.387-397
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• 2007

Due to the recent trend of relationship marketing and characteristics of the apparel retail industry that relys heavily on employees' performance, internal marketing toward the employees gives a critical influence on firms' overall performance. This study is aiming at the factors of internal marketing and relationship management that enhance positive attitude toward change. A survey questionnaire was developed and about two hundreds department store sales staffs working for apparel brands participated in the empirical study. Factor analysis ensured the existence of five aspects of internal marketing: educational training, internal communication, power endorsement, management capability and incentive system. Results indicated that age, marital status, years of employment, position rank, and salary types of salespersons had significant influence on internal marketing factors. Incentive system had significant influence on internal customer relationship management. Internal customer relationship management had significant impact on employees' attitude toward change. Educational training had significant influence on employees' perceived importance of change. Educational training, power endorsement and incentive system affected employees' perceived outcome of change.

• Journal of the Korea Fashion and Costume Design Association
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• v.25 no.4
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• pp.133-145
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• 2023

Competition is intensifying as the golfwear market grows and expands rapidly due to the influx of MZ generation golfers, so it is necessary to plan knit golfwear products suitable to consumer needs The purpose of this study is to contribute to product planning by analyzing knit design factors according to the brand image of golfwear. First, the top five sales brands surveyed by Apparel News were selected. The selected brands were G-Fore, PXG, Malbon Golf, Titleist, and Mark & Lona. Knit products sold by the selected golfwear brands were investigated based on design factors, such as image, item, stich, yarn, color, and pattern to analyze knit design factors according to brand image. G-Fore's modern classical image was influenced by pullovers, vest items, 100% wool, color contrast, intasha stich, and monotone colors. PXG's sporty modern image was due to a mixture of rayon and polyester in jumper items, while Malbon Golf's American casual image applied character patterns and intasha knitwear. Line points, plain knitwear, and monotone colors were analyzed as design factors for Titleist's modern minimal image, while Mark & Lona's classic casual was analyzed as knit design factors, such as check patterns and jacquard knitwear. Differences in knit design factors according to brand image can be identified.

• Fashion & Textile Research Journal
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• v.17 no.1
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• pp.74-81
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• 2015

This study explored the degree of cognition, purchasing experience and attitudes towards SPA brand attributes. This study examined the differences in variables and demographic characteristics against appearance interest groups. A questionnaire survey collected data from November $1^{st}$ and $15^{th}$ 2012. The convenience sample was drawn from females between the ages of 20 and 39 who lived in the Daegu and Gyeongbuk regions of South Korea. A total of 255 responses were complete and usable questionnaires. Data were tested through factor analysis, t-test, and ${\chi}^2$ test using SPSS 21.0. The results show that there were significant group differences in the cognition and purchasing experience of SPA brands and the attitudes towards SPA brand attributes. The high appearance interest group was more aware of SPA brands and evaluated SPA brand attributes more positively and bought more SPA brand products than the low appearance interest group. The high appearance interest group showed that domestic brands were excellent in low price among brand attributes but foreign brands were relatively excellent in various design and store display. There was a significant difference in educational level between appearance interest groups; however, there were no significant differences in age, marital status, and income level group. This study contributes to basic information for the SPA brand buying behavior research field and apparel industry marketing strategy by analyzing the relationship among appearance interest, cognition, SPA brand purchasing experience and SPA brand attribute attitudes.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.6 s.165
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• pp.869-878
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• 2007

The purpose of this study was to investigate perception of risks among South Korean female college students within the process of purchasing apparel products through the Internet. The study was implemented by descriptive survey method using questionnaire and subjects consisted of 324 South Korean female college students. Findings of the study showed that the purchasing process particularly regarding delivery and security issues seemed to be a strong concern. On the other hand, unique selection such as apparel brands only available through the Internet was a strong appeal to 37.7% of subjects. Factor analysis profiled risk perception as: 1) Internet Shopping Selection Preference, 2) Delivery Problems and Lack of Security 3) Product Quality and Characteristics 4) Return Policy Difficulties and 5) Fair Prices. Discriminant analysis showed Factors 1, 2 and 3 were significant in helping to differentiate among Non-Purchasers, Fewer-purchasers and Many-Purchasers. Factor 1 and 3 helped differentiate among respondents relative to age range. Across all types of purchasers, offering unique selections of cutting edge fashions and improving risk perception relative to delivery and security concerns seemed important for gaining greater market share. Being able to delivery quality products and communicate product characteristics would be a powerful competitive edge to add to the incentive of convenience in shopping for apparel on the Internet.

• Design Convergence Study
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• v.17 no.2
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• pp.45-57
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• 2018

Sales for SPA brand names of private label apparels are on the rise in the domestic clothing market. The aim of this study is to analyze the characteristics of SPA brands and how each color system is proposed within the BI system. In this study, 8 brands were selected as the most popular SPA brands in Korea and abroad with stores based on brand power and sales and preference by consumers. Therefore, among information factors such as brand identity (BI) and color characteristic. sign system, package, and environmental factors, buildings facade and interior design of eight brands were investigated. Research into color application of BI revealed that four brands used red colors with different tones with different identity differentiation. For the other four brands, the company applied BI designs that gained the brand's character such as a black-and-white or dark blue one. Thus, it is considered important to select BI color in order to differentiate and enhance preferences in brand identity.

• Journal of the Korean Home Economics Association
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• v.42 no.12 s.202
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• pp.161-174
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• 2004

The primary objective of this study was to employ Darden's store patronage model in order to investigate the role that shopping orientation and store attributes play in store patronage. The study sample consisted of 340 female university students residing in Seoul. The data was analyzed by using path analysis and factor analysis. The recreational shopping orientation played a greater role in influencing the importance of store attributes than did the convenience shopping orientation. Recreational shoppers want a variety of brands and convenience shoppers can be attracted by a convenient location and availability of parking. Six important store attributes(variety of products and price level, proximity, variety of trendy brands, store decor, sales promotion, sales personnel) have a differential influence on store patronage. Shopping orientation was a direct predictor of patronage behavior and mediated the relationship between shopping orientation and store attribute importance. The finding indicated that both the recreational shopping orientation and convenience shopping orientation can be used effectively to position store patronage in such a way as to provide a strong means for shoppers to satisfy their needs. The findings of this study demonstrated that South Korean female shoppers with different shopping orientation have different store attribute preference and store patronage. The results provide a basis for building a successful strategy to attract shoppers and generate sales. The study focused on a specific product category, i.e., women's apparel. To meet the needs of female apparel shoppers, further research is needed to learn more about the distinctive characteristics of Korean consumers that could be applied to a variety of jobs, ages and living areas.

• Fashion & Textile Research Journal
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• v.13 no.6
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• pp.934-942
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• 2011

This study was intended to analyze conventional grading increments and methods for middle-age men's pants, and to suggest new grading guidelines that will enable to improve satisfaction with size and silhouette as a result of combining the concept of grading, which help maintain the ratio and proportion by sizes as one of ready-made apparel's advantages, with body form oriented and aesthetic approaches. In the apparel industry, the current sizing specifications and methods adopted by relevant companies, as well as the characteristics of body forms of men aged 35 to 55 years were comparatively analyzed to find out problems and ultimately to suggest their solutions or improvements. It was considered that as the conventional grading practices used in the industry were customary on the basis of the past experiences, it was required to take the body forms of target consumers into account and also, to reconsider the conventional grading methods. Analyses of sizing and specifications by brands show that 4 to 19 sizes including 82 or 84 as standard size have been produced. Since men's apparel has a large number of sizes with the large range of sizes, grading is critically important. As silhouettes depend on the distribution of grading rule values at each point of increment pattern in the main regions during grading, it is necessary to consider both size grading and form variations. To maintain an appropriate silhouette with keeping the angle of center back line of a pattern, it is desirable to set the ratio of side line part to center part from the crease line to approximately 3:7. It is required to diversify the values of grading rules according to different sizes and pattern regions in consideration for the body forms of key consumers. In addition, if the natural lines of designs and patterns for the width increments of waist circumference and hip circumference, the increments of hip width in pant's front and back panels, the ratio of grading rule values of the right and left sides of crease line, knee circumference, thigh circumference and so on are taken into account, grading will be satisfactory in the all aspects of size, silhouette and ratio.

• 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.

• The Research Journal of the Costume Culture
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• v.29 no.1
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• pp.121-133
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• 2021

The purpose of this study was to investigate brand slognas that are effective in explaining how brand identity affects consumers. The effect of congruity between brand slogan and self-image (low and high) on attitude to slogans and brands were anaylzed. The moderating effect of self-monitoring (low and high) was also investigated. Survey data from 177 people in their 20s-30s were analyzed through descriptive statistics, exploratory factor analysis, and two-way ANOVA. First, congruity between slogan and self-image had a positive effect on both slogan and brand attitude. In other words, the higher the congruity between slogan and self-image, the more positive the attitude toward the slogan and brand. Second, no interactive effect was found in congruity between slogan and self-image and self-monitoring on slogan attitude; however it was identified for brand attitude. Again, in a group with high congruity between slogan and self-image, attitude toward the brand was more positive when self-monitoring was higher than when it was low. In conclusion, brand slogans that can represent the self-image of highly self-monitoring consumers are effective. In particular, this is meaningful as it has revealed its relationship with the impact of identity self-image congruity and self-monitoring on brand attitudes in fashion brands. These results offer meaningful guidance in determining brand slogans according to consumers' personal characteristics.

• Journal of the Korean Society of Costume
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• v.61 no.6
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• pp.131-145
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• 2011

The purpose of this study is to provide preliminary data on strategies to create a domestic prestige brand based on Korean traditional designs. This study also deals with how to promote this brand around the world. The two points mentioned above will be accomplished by examining the characteristics of the brand '3.1 Phillip Lim' which succeeded in both design and marketing during a short period of time. The method of the study will be followed. Firstly, the basic design and philosophical background of Phillip Lim was investigated, after reviewing the global luxury market and current status of overseas expansion of Korean designers through paper study and antecedent workups. Secondly, for the practical stage, design characteristics and marketing strategies were reviewed with the collections of '3.1 Phillip Lim'. Three factors found in '3.1 Phillip Lim's design success are as follows: First, practical and simple designs using fabrics of high quality. Second, handcraft elements and interesting details that differentiates his design identity. Third, femininity expressed in the feminine silhouette and color. The marketing elements that made '3.1 Phillip Lim' as a successful brand are: First, differentiated positioning as a luxurious contemporary brand. Second, brand promotion through various collaborations. Third, the gradual expansion of women's, men's, kids' apparel to accessory, lingerie and the stable flagship stores. Thus, '3.1 Phillip Lim' has combined modern and classic styles using high quality fabrics and practical designs with unique details. Through it's differentiated marketing strategy targeting New York's market, which prefers popular 'luxury contemporary brand's rather than high-end luxury brands, this brand's creativity and commercial aspects contributed to make '3.1 Phillip Lim' into a luxury brand that represents New York fashion. Korean designers who seek to enter the global fashion industry should consider applying Korean traditional designs on global designs to make favorable products and localize these products according to regional characteristics.