• 패션비즈니스
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• 제6권1호
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• pp.137-154
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• 2002

It's not easy to renew old brand of over 50 years history to the tastes of new consumer of our time. Most of national brands that has a history of some 20 years in Korea have strove for continuation and growth of brand to no avails, which can be taken as a good example of current situation. For instance, C company, one of the National brand of US which has a history of 51 years, has made its position secure as a fashion group and based itself on a sound foundation by establishing new marketing strategy and completing successful brand renewal in the process of strategic M&A with Italian company. Those successful marketing strategies are as follows. 1) they regarded both market and consumer oriented marketing activity as company's highest priority strategy and put great emphasis upon concentration on target market and reestablishment of brand image of business casual wear. 2) Setting up and operating planning team composed of merchandizer alone in Milano, they set the direction of plan on the basis of concentrated research on potential item in market according to thorough market research done by buying office in Korea, branch office in Hong Kong and buyer in US prior to blueprint planning for season. 3) Great emphasis was placed on business which focused on intensive presentation of basic key item for apparel career women who are main consumer group in the midium-low prices market in US and on supplementation of size and color. they named this line 'collectibles' and helped their customer develop their own clothes plan without worrying about the change of color and fabric by supporting same fabric and color throughout the year and enabled them to add variation easily by supplementing new trend item. 4) Company set black as a main color that lots of apparel career women find easy to care and to express their own image and presented them with pebble which belongs to navy and beige and added fashion color such as wine and brown etc as season goes by. They constructed basic line in order for their customers to coordinate purchased item with new one or to add them to present collection, and to achieve efficient sale by setting up strategy which allows this cross coordination and changing pattern occasionally. 5) Though basic jacket for 99$, short slim skirt for 49$ are products within midium-low prices range, in the material planning stage aiming at production of item that has both resonable function appealing to consumer and is fashionable, synthetic material had to be used as a main source due to price competitiveness. Despite this situation, considering comfortable sense of fit and refined drape of silhouette that has no sign of cheap material, whole collectible line was divided into two items, which contributed to reduction of cost. In case of material that is composed of triacetate and polyester in 70 to 30 ratio, was used up to 4 million yard, which allowed drastic curtailment of cost accompanied by concentration. In case of 'collectibles' line, using Korean material mainly, C company chose to have their product sewed in Southeast Asian countries where transportation is well developed and both productivity and quality verified by operating global production system which aiming at cutdown of cost through outsourcing production from the country where labor cost is low and getting finished product. Polarization between present consumers telling us that consumers with the mind of middle classes in the past no longer exists between consumers who seek after only fine article of highest quality and wise consumers who are sensible enough to judge bubble on correlation between price and quality. To cope with this change in new consumer mind, apparel makes changing their policy so as to produce item that has reasonable quality and falls within affordable price range anywhere in the world. and they're striving to get out of difficult situation by operating global marketing strategy which stresses separation of planning, production and sale and sensibility of fashion shared worldwide. The marketing strategy of C company can be exemplified as a successful one.

• 복식
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• 제56권7호
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• pp.115-125
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• 2006

The study on plane composition in clothing was focused mainly on woven wear earlier but its application has been reaching the knit wear. This study is confined to the utilization with geometrical linear pattern in the modern apparel. The work here intends to grasp the plane structure found in both woven wear and knit wear and, in particular, to understand the aesthetics of fashion. The modern flat patterned clothing has been affected by the oriental style or postmodernism in view of social and cultural aspect while its fabric material and expression method shows the diversity in terms of industrial and technical aspect. It can be characterized as several outstanding patterns: the geometrical pattern in structure, the linear pattern with seam line and 2-dimensional plane pattern without seam line, and the flexible silhouette integrated into one single shape with human body unlike the traditional apparel The aesthetics of fashion in modern flat patterned clothing can be divided into such category as the organically spatial change, the re-creation of tradition and the non-format framework. The organically spatial change shows the geometrical formation in clothes due to change in dimension, where the organically changing uniformity and generosity appears as the dimension progresses. The timeless without any difference of up and down, left and right, and inside and outside and the discontinuity due to limitless spatial change are also imbedded. The re-creation of tradition tells the reshaped spirits of old tradition by integrating and modifying the hereditary features in the old customed clothing into modern clothing. The modern flat patterned clothing implies the contemporaneousness or the frame through which the old and modern cultures may be shared and indicates the re-creation of the past and uniformity. The non-format framework contains the uncertainty in meaning and it doesn't have any certain standards. As both the apparel and the human body with this style aim at the open space, the numerous contingencies are realized.

• 한국의류산업학회지
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• 제22권3호
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• pp.271-286
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• 2020

This study evaluated designs via the consumers' function and design preferences survey for using product design images, virtual avatar wearing images and product explanations that identified consumers' function and design preferences for knee protection pads as well as to develop movement assistive knee pad designs. We developed Design A for men and Design B for women. For Design A, the front of the knee supports muscles and alleviates pain with a hole. Mesh material with good ventilation was applied to enhance wearing comfort. The color was achromatic for a modern style, and the hook fastener and loops enabled easy wear and removal of the pad while controlling size and pressure strength. For Design B, taping details seamlessly support muscles in the knee area with fabrics less than 0.1 cm thick and with long sleeves in the diverse sizes. The design's satisfaction assessment showed that potential consumers were satisfied with Design A and Design B for overall design and functional features. Over 77% wanted to use/wear and purchase designs; in addition, over 78% expected it would help with walking and relieve knee pain. The results can be helpful for designers when deciding designs for manufacturing and commercializing kneepad products.

• International Journal of Human Ecology
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• 제2권1호
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• pp.57-75
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• 2001

Since the Korean economic crisis in 1997, consumers are selecting goods that are more economical and more reasonably priced. Markets for wealthy people, however, have seldom been influenced by economic conditions. Consequently, 'noble marketing' is a new term that marketers should become acquainted with (Kim, 1998). The continuously expanding 'noble market' that generates high profit for marketers needs to be explored, especially the men's wear market. This study adopted a qualitative method (i.e., in-depth interview) with 16 male consumers each. These men who spent more than 3,600,000 won on apparel goods in 2000 and each man had purchased at least one item-suit, jacket, trousers, or coat-from a list of high-priced brands that were selected by the researcher. Findings imply that material or functional benefit of the high-priced apparel were not a critical determinant for choosing the brand. Rather, a socially well-established image for the brand name, especially in terms of psychological/symbolic appeal, played a more important role. This finding supported previous studies. Therefore, for high-priced men s wear, the role of promotion, including advertising or word of mouth, is critical; the image that advertisers should promote is one that characterizes the clothing, and ultimately the wearers, as dignified, legitimate, traditional, and upper class.

• 대한가정학회지
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• 제35권3호
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• pp.77-88
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• 1997

The purpose of this study was to examine the models of apparel store patronage behavior of various store types for each of two clothing categories in terms of lifestyle activities, information sources, shopping orientations and store attributes. The data were collected via a questionnaire from 326 adult females of ages over 20's living in satellite cities around Seoul and were analyzed by factor analysis, Multiple Regression analysis and path analysis. The results of this study were as follows: 1) There were significant relationships between lifestyle activities, information sources, shopping orientations and store attributes in both of formal wear and casual wear purchase. 2) Patronage behavior of department store in formal wear purchase was influenced by shopping activities, personal information sources, brand/store loyalty orientation. Regional store preference and store image attributes influenced the franchise store patronage behavior in formal wear purchase. Discount store patronage behavior in formal wear purchase was predicted by self-assurance/innovativeness and store image and service attributes. Information search of printed material/TV and store image and service attributes influenced off-price store patronage behavior for formal wear, while shopping activities and department store preference influenced off-price store patronage for casual wear. Traditional market patronage behavior for formal were was influenced only by brand/store loyalty, while traditional market patronage behavior for casual wear was influenced by sports activities, brand/store loyalty and price attributes.

• 패션비즈니스
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• 제1권3호
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• pp.35-44
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• 1997

The purpose of this study is to the processes and quality of local women's apparel production using the stretch fabric and to address the problems related to production in order to provide useful data for producing competitive apparels. The result of the survey can be summarized as follows; 1. Results of surveying the process for raw materials and notions indicated that most of the workers were ignorant of the properties of stretch fabrics. And most factories were stacking the stretch fabrics across improperly, while being aware of the properties of the fabrics through their experiences or in-company test. 2. The major problem involving spreading fabrics was the uneven tension, followed by static electricity, overlap and warp twist. The problems involving the cutting work were melting of the fabric by cutter and difference of size between upper and lower parts. 3. Most of the businesses were not tempering the fabric before and after its linking works due to lack of working space, short delivery time, ignorance and etc. The majority of the sample businesses were operating their cutters at the speed of 3,000 rpm or higher, which suggests a poor technological guidance.

• 한국의류산업학회지
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• 제17권4호
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• pp.613-625
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• 2015

This research was conducted to provide basic data to improve expressivity required for virtual clothing to replace actual clothing. For the experiment, 6 materials were selected and 12(2 kinds of length) actual flared skirts were made. At the same time, simulations were carried out on OptiTex Runway 12.0 for 36(12 kinds of skirts $\times$ KES, FTU, KES weight/10) kinds of virtual flared skirts, which were applied with the measured property values (thickness, weight, bending, shear, friction, and stretch). Also, the study compared and analyzed the wearing images, silhouette overlapping images, and skirt length measurements of the actual and virtual skirts put on a dummy. As a result, the actual skirts showed clear distinction for each material. In contrast, virtual 1 and 2 expressed fabric 3 in the most similar way, but could not recreate the uniform, soft, and natural flare shape of the actual skirts in general. Virtual 3 formed natural flares as those of the actual skirts, and expressed fabric 1, 5, and 6 in a similar way. However, virtual 3 had too much volume and barely showed any distinction for each material. All of virtual 1, 2, and 3 expressed different flare shapes on the front and back sides of the skirt similarly to the actual skirts, and had a good visual expression for the color and texture of the materials. However, they could not effectively express the elasticity and fabric sagging in the bias direction.

• 복식문화연구
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• 제9권4호
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• pp.549-561
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• 2001

Modern fashion can be expressed as 'pursuit of cocktail effect', which means not unformed, not bounded by a rule, and mixed with various styles. Among them, the most outstanding trend of style is the'infra-syndrome'which designs underclothes like a ordinary wear, which has outstood since early 1980s. In 1990s, this syndrome made active progress and now facing 21th century, it becomes one of the big trends in fashion. Clothes of infra syndrome are one of attempts for freedom expressed by progressive designers who pursuit new and surrealistic design. The purpose of this study is to maximize the aesthetic beauty of'infra-syndrome'apparel centering on dresses of which designs are notable derived from underclothes. With the sewing techniques using the special facilities of the lingerie-manufacturing industry and making use of new material which can be used far lingerie wear, this research strives to expand new ideas in the lingerie industry as well as to contribute to promoting the dress culture by developing novel lines from a new form of dress and lingerie-foundations of dress suitable for human body.

• 한국의류학회지
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• 제22권1호
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• pp.89-99
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• 1998

The purpose of this study was to investigate the change of consumers' values as appeared in advertisements. Advertisements in men's magazine from 1976 to 1996 were classified by VALSI program. The results were as follows. 1. There was a significant trend that advertisements with outer-directed value decreased while the ones with inner-directed value increased. 2. In case of outer-directed group appeared in advertisements, There was a tendency that the hierarchy of needs shifted from emulators to achievers. However, the shift in hierarchy of needs in inner-directed group was not significant. 3. Even though the advertisements with material value were predominant, there was a tendency that the advertisement with material value decreased while the ones with human value increased.

• 한국의상디자인학회지
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• 제3권1호
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• pp.15-31
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• 2001

Textile fabrication affected by consumer and selected by fashion designer. The textile fabrication has been made not only by introducing the newly developed fiber but also by modifying the existing textile materials to impart sensibility to them. Consumers choose but to their sensibility of textile material and fashion trend. On purpose in this research is find out have influence on textile image. Wool fabrics have been in use from early age in northern Europe. Recognition of the role of the morphological structure, surface properties, chemical composition, acid-base characteristics in the chemical treatment of wool led to quantum advances in the fields of setting, shrink-resisting, chemical modification, and internal fiber cross-linking. Mechanical finishing to develop the handle, drape, and surface characteristics of the fabric is at least as important as chemical or wet finishing. Result showed that to have variety sensibility and trend theme in wool fabrics are tweed, venetian, serge, gabardine and melton.