• 한국의류학회지
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• 제37권4호
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• pp.467-481
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• 2013

The study examined the main effect of the reward channel and reward time of customer loyalty programs for on-offline shopping channels; in addition, it investigated the interaction effect of the reward channels and merchandise as well as the interaction effect of the reward time and merchandise. An online apparel shopping web experiment was conducted with a 2 (reward channel: online channel reward vs. offline channel reward) ${\times}2$ (reward time: immediate vs. delayed) ${\times}2$ (merchandise: online channel product vs. offline channel products) between-subject factorial design. An online shopping channel was considered the core-shopping channel and a department store was considered the cross-shopping channel. Loyalty program value, core-channel loyalty and cross-channel loyalty were measured as dependent variables. A total of 845 shoppers (who had experiences in shopping in both channels) participated in the experiment. The results of the study revealed (1) the main effect of the reward channel on loyalty program value, core-channel loyalty and cross-channel loyalty [online>offline channel rewards], (2) the main effect of reward time on loyalty program value, core-channel loyalty and cross-channel loyalty [immediate>delayed reward], and (3) the interaction effect of the reward channel and merchandise on loyalty program value, core-channel loyalty, and cross-channel loyalty. (4) Finally the study found that loyalty program value affected cross-channel loyalty indirectly through core-channel loyalty. This study suggested diverse theoretical and managerial implications for multi-channel retailers.

• 패션비즈니스
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• 제14권3호
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• pp.35-51
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• 2010

This study aims at providing data for establishing a marketing strategy which can enhance the competitiveness of Korea domestic SPA(Specialty Store Retailer of Private Label Apparel) Brands by suggesting countermeasure strategy through the observation and analysis for SPA Brands, under the current circumstance in which the systematic and scholastic discussion for the matter, is lack, despite the diastrophism in fashion industry is prospected according to the rapid growth of Global SPA Brands. For this purpose, the characteristic and current status of Global SPA Brands is examined, and the main cause of growth is analyzed by approaching to their marketing characteristic, in this study. In relation with this situation, this study suggests the provisions as below, which are drawn from the analysis on Global SPA Brands' marketing strategy, so that Korea domestic SPA Brands could achieve successive performance under fierce competition. First, to be a competitive SPA Brands a business should be able to supply products with frequent product turnover by an interval level of one week or so, the existent product planning by seasons, as a business obtains various swift informations on consumers' demand with R&D center foundation. Secondly, SPA Brands should establish a strategy that a business can create high net profit by inventory management which enables lowering inventory ratio remarkably, and a strategy for innovative product supply by small quantity batch production, along with founding a high technological logistics system. Third, SPA Brands should establish a strategy for primary cost reduction by overseas dispersed outsourcing in order to enable diverse product development and rational price setting. Fourth, fashion marketers should establish also a strategy for communication by which brand image can be delivered effectively, by firming the brand identity and by informing product characteristic and customer service totally, with the method of VMD and flagship store. Additionary, fashion marketers also should establish a strategy by developing mobile application which can provide brand image and diverse other fashion related information.

• 한국의상디자인학회지
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• 제12권4호
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• pp.15-28
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• 2010

This study was intended to present basic materials for the direction of product planning and marketing strategy to increase the market share of men's underwear. For this purpose, it attempted to classify the groups according to the benefit of pursuing men's underwear and analyze the differences in purchase behavior among the segmented groups. The specific purposes of the study were to investigate the purchase behavior of men's underwear, to segment the consumers into groups according to underwear benefits sought, to investigate the differences in purchase behavior among the groups, and to investigate the differences in demographics among the groups. The questionnaire was distributed to men aged the 20s to the 40s living in Seoul. A total of 297 questionnaires were used for the final analysis. As a result, the following findings were obtained. It was found that 84.8% of the respondents showed there was no favorite underwear brand. They showed the favorite color of translucent color, the favorite style of trunk and brief, the favorite post-processing of silver nano, deo processing, and the favorite material of charcoal. In purchasing men's underwear, the respondents showed a preference for simple image, and the discount store as the place of purchase. The results also showed that there were four groups of underwear benefits sought: sex appeal/individuality, comfort, practicality, and fashion/brand groups. In regard to the group differences, there were significant differences in underwear purchase motives, underwear preferences, store selection criteria, and demographics.

• 패션비즈니스
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• 제10권2호
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• pp.40-59
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• 2006

The purpose of this study was to investigate the shirt market, to find out the shirt trend in 2005 A/W, to analysis shirt style Preference, and to investigate the shirts purchase attitude according to the income, age, and occupation of the 321 respondents, for developing the possibility & strategy of the dress shirts market in men's wear for the apparel marketers and manufactures. For this study, the data obtained from 321 respondents were analyzed by descriptive statistics. The results from the study were as follows ; In 2005 A/W, Countessmara, Daks, Dupont, Renoma, and Yesac were commomly distributed in 5 department stores in Daejon and Seoul. There were seen trends that were pursuing a various fabric, colors, details, and high-touch design in shirt. Men workers prefered the Basic and Modern casual style to Soft, Sophisticated, Modern mannish, and Trendy style shirt. The 133(41.4%)respondents estimated that the important viewpoint in purchasing dress shirts was 'Design. The 212(66%) respondents estimated that they prefered the different shirt brand from their suits. And results revealed that Daks ranked best brand (13.7%), and Renoma ranked best two brand (6,5%). The 103 (32.1%) respondents estimated that they possessed the three shirts per one suits. The 201(62.6%) respondents estimated that they prefered the department store for purchasing shirt. And, the 114(35.5%) respondents estimated that the first important information source which influenced on purchasing dress shirts was the store display, next was internet(15.9%).

• 패션비즈니스
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• 제15권6호
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• pp.1-22
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• 2011

This paper is a study on the information required for developing Korean clothing products intended for Chinese students in Korea and for opening markets of Korean clothing and brands in China. It analyses the buying behaviors, purchasing ability, the favourite apparel type for clothing, and satisfaction with Korean clothing and brands of Chinese students in Korea, with which it seeks a program for South Korea branding to enter into the Chinese clothing market. Three hundred fifty seven students of Hannam University and PaiChai University Chung nam National University in Daejeon-city took part in this study. This paper adopts Descriptive Analysis, Crossing Analysis, Bivariate Correlations, and One-way ANOVA in SPSS 17.0 with Post Hoc Multiple Comparisons to know about the impact of demographic variables of Chinese students in Korea on buying information sources, the criteria for store selection, buying capacity, praise degree on various properties of Korean clothes products and their satisfaction with Korean clothes products. The first proposal of expanding China market for Korean merchants is to achieve maximum sales based on sales promotion strategies, such as the credit card corporations, the store display and sales person service development, SPA, design size development, and to upgrade consumption values. The second proposal is Korean clothes corporations should open the Internet shopping corresponding to the physical stores, the most frequently used information source of Chinese students is the network, from the age distribution of Internet users in 2008 in China, population above 10 and below 30 accounts for 66.7% of all users, In recommending clothes made in Korea to Chinese young people, on-line advertising will get better effects than other strategies, specially during advertisement, they should take good use of Korean television shows and variety shows or help Chinese poor areas to do the social contribution hereby to improve the public image of Korean clothes corporations, which can bring good sale promotion effects as well.

• 마케팅과학연구
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• 제20권1호
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• pp.35-48
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• 2010

今天, 受到成熟零售市场挑战的时装市场需要新的 "品牌发展" 典范来提高他们的竞争优势. 时装市场的一个重要议题是为满足消费者由于生活方式的变化而产生的特别需求所进行的生活方式品牌扩张. 时装品牌扩张到生活方式产品类别, Y世代和婴儿潮可以说是新兴的 "前景"(婴儿潮的消费者正在改变他们的生活方式. Y世代正经历着他们生命阶段的变化). 他们有购买新产品的需求. 因此, 服装公司为品牌扩张注重消费群从而在新的产品类别中建立和管理他们的品牌资产是乐观的. 本文的研究目的是(a)评估母品牌和子品牌的品牌资产. (b)鉴定消费者对品牌扩张的感知营销因素. (c)评估两个选择的群体(Y世代和婴儿潮)的营销因素和扩张到生活方式的产品类别(包括家居时尚产品)品牌的品牌资产之间因果关系的结构方程模型. 关于理论框架, 本文关注传统的营销4P组合来鉴定哪个营销因素在品牌扩张资产方面更重要. 比较营销可以建立 "品牌扩张资产", 从而成功的进入新类别. 借鉴相关的文献, 通过关注选择的消费者(Y世代, 婴儿潮), 本研究发展的研究假设结合了品牌资产因子和营销因素. 在品牌扩张至生活方式产品的背景下, 品牌资产的构念包括品牌认知/联合, 品牌感知(例如感知质量, 情感价值)和从CBBE因子(Keller, 2001)中而来的品牌共鸣. 据推测, 通过品牌扩张至生活方式产品, 市场营销要素在品牌认知/联合, 品牌感知方面创建品牌扩张资产, 进而影响品牌的共鸣. 为了收集数据, 样本由韩国Y世代的女性消费者和在婴儿潮中出生的消费者. 这些在婴儿潮中出生的消费者由于生活周期的改变而对生活方式产品有较高的需求. 在韩国Y世代(n=326)和婴儿潮(n=325)的女性消费者中共有651份有用的问卷被使用. 我们用LISREL8.8测试了使用相关矩阵的结构和测量模型. 结果显示品牌扩张的感知营销因素包括三个因子: 价格/店铺形象, 产品和广告. 在Y世代的模型中, 价格/店铺形象对品牌资产因素有积极的影响(例如品牌认知/联合, 感知质量). 同时, 在品牌扩张中产品对情感价值有积极的影响. 品牌认知/联合有可能提高感知质量和情感价值, 从而对扩张至生活方式产积极的品牌产生品牌共鸣. 在婴儿潮消费者模型中, 价格/店铺形象对感知质量有积极的影响, 感知质量可以创造品牌扩张的品牌共鸣. 产品对质量感知和情感价值有正的影响, 这些都会消费者产生对扩张至生活方式产品的品牌的品牌共鸣. 但是, 在这两个群体中广告和品牌资产都是负相关. 本研究为时装营销者提供了发展成功的品牌扩张战略以及可持续的竞争优势的见解. 本研究补充和扩展了先前的有关通过营销努力的因素促使品牌扩张成功的研究. 研究结果支持为进入新的产品类别, 时装品牌扩张(Aaker and Keller, 1990; Tauber, 1998; Shine et al., 2007; Pitta and Katsanis, 1995)和营销行动的增效作用. 因此, 我们推荐营销者同时针对Y世代和婴儿潮一代通过标准化的营销推广进入新产品类别(例如家具)可以降低营销成本. 时装营销者可以(a)提供高价的产品线. (b)在韩国通过零售渠道(例如专门百货商店)强调高档特征的商店形象定位. (c)结合服装与生活方式产品包括新颖的款式和设计师的限量版. 对品牌资产,成功品牌延伸的关键是消费者的品牌认知度和品牌联合,确保新产品类别的品牌特征. 对于营销者来说, 在进入新产品类别的时候知道什么有助于更具体的联合是必要的. 对时装品牌而言, 品牌扩张的第二个关键是进入 "奢侈" 生活方式新产品类别的途径. 更高的价格或店铺形象都对质量感知有影响. 而质量感知可以引起品牌共鸣. 更重要的是, 本研究提高了对品牌扩张的理论理解并对营销者提出了在制定针对Y世代和婴儿潮一代消费者的行销项目时的方向.

• 대한가정학회지
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• 제48권9호
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• pp.41-54
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• 2010

This study attempted to determine how the subjective knowledge related to a consumer's life cycle influences their information search in the decision making process. The data was collected using a total of 349 questionnaires for the final analysis of this study. SPSS 12.0 for windows was used for the data analysis and the detailed analyses included descriptive analysis, factor analysis, reliability tests, one way ANOVA, multiple regression analysis and t-tests. The results of this study showed that there are differences in the subdivisions of subjective knowledge of apparel according to the consumer's life cycle and there is a difference in the types of information searches according to the consumer's subjective knowledge, and the subdivisions of subjective knowledge of the consumers influence their information search. This study showed that although it affected the internal search, the media search, and the store search, it did not influence the personal search in the decision making process.

• 한국의류학회지
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• 제39권5호
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• pp.683-694
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• 2015

This study defines the concept of triple media and examines various marketing media that influence a consumer's purchase of outdoor fashion brands. We explore the effects of gender and age on information searches related to outdoor fashion brands and purchase criteria related to outdoor clothing. A survey of consumers who visited stores was conducted. We targeted consumers between the ages of 15 and 50 and analyzed 764 questionnaires. The results show that triple media involve eight factors: five factors (printed ads or radio ads, campaign ads, Internet ads, TV ads, and store ads) in paid media, one factor (direct marketing) in owned media, and two factors (channels of social network services, channels of direct promotion) in earned media. Further, the evaluation/appraisal criteria of outdoor clothing consist of four attributes (practicality, promotional activities, product power, and customer service). The teenager group showed significantly low usage of campaign ads, direct marketing, and direct promotion, while the use of Internet ads is particularly high among teenagers compared to other age groups. Moreover, teenagers are least likely to rely on practicality when evaluating clothing and are most likely to value product power. Additionally, women show significantly high usage of direct marketing. In terms of the clothing appraisal criteria, women assign higher value to practicality and promotional factors than men. The theoretical and managerial implications of the findings are discussed.

• 한국의상디자인학회지
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• 제6권3호
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• pp.19-29
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• 2004

The current fashion market is experiencing a lot of difficulties in fashion forecasting due to consumers' fast-changing lifestyle on fashion, changes in consumer behavior, and the segmentation of the fashion market. To cope with this harsh reality, many fashion enterprises have paid much attention to the SPA (Specialty Retailer's Store of Private Label Apparel) brand as a promising fashion marketing strategy in terms of which they can survive in the extremely competing fashion market. The SPA brand is in the stage of inception in Korea, but the SPA brands such as MUJI and UNIQLO are already dominating the fashion business in Japan. Korea has just started developing the SPA brand, but its technological development, which was triggered by the success of 'BASIC HOUSE', is rapidly evolving. Under these circumstances, the SPA brand is getting vital for the fashion market in efficiently realizing consumers' requirements, revolutionizing the method for providing product information and the process of Marketing Mix Program, and expressing the value of shop. This paper studies the nature of the SPA brand and fashion merchandising system, and in turn examine the differences between the visual merchandising of the existing fashion brands and the Japanese SPA brands that are used as the fashion marketing strategy which is driven by the up-to-date technological system. Centering around these issues, we propose a visual merchandising system for fashion enterprises which serves to develop Korean-style SPA brands.

• 한국의류학회지
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• 제24권1호
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• pp.116-127
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• 2000

This study investigated the effects of sales supervisors on salespeople's goal orientations and sales performance in fashion retail setting. Specifically, it examined: 1) the differences in salespeople's goal orientations by salespeople characteristics; 2) the effects of supervisor's behavioral orientations on goal orientations of salespeople; and 3) the effects of salespeople's goal orientations on performance. A total of 343 questionnaires collected from salespeople in various apparel and accessory selling departments at four department stores in Korean were analyzed. Variables included supervisor's behavioral orientations(end-results, activity and capability), salespeople's goal orientations(learning and performance), sales performance and salespeople characteristics. MANOVA revealed that three was no difference in goal orientations by salespeople characteristics except by selling department. Multiple regression analysis revealed that supervisor's end-result orientation affected salespeople's learning orientation and performance orientation while activity and capability orientations did not. The study suggests that for long-term performance supervisors and retail organizations need to develop various supervisory behaviors, stimulate learning demands of salespeople, and provide training programs to achieve the learning goal.