• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.15-26
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• 2010

Due to the globalization across various industries and cultural trade among many countries, oriental concepts have been attracting world’s attentions. In fashion industry, one's traditional culture is often developed as fashion theme for designers' creation and became strong strategies to stand out among competitors. Because of the increase of preferences for oriental images, opportunities abound to introduce traditional fashion goods and expand culture based business to global fashion markets. However, global fashion brands that include Korean traditional culture are yet to be developed. In order to develop a global fashion brand with Korean taste, it is very important for native citizen to accept their own culture in domestic apparel market prior to expansion into foreign market. Loungewear is evaluated to be appropriate for adopting Korean traditional details into clothing since this wardrobe category embraces various purposes which will easily lead to natural adaptation and wide spread use. Also, this market is seeing an increased demand for multipurpose wardrobes and fashionable underwear (Park et al. 2009). Despite rapid growth in the loungewear market, specific studies of loungewear is rare; and among research on developing modernized-traditional clothing, fashion items and brands do not always include the loungewear category. Therefore, this study investigated the Korean loungewear market and studied consumer evaluation toward loungewear with Korean traditional fashion design elements. Relationship among antecedents of purchase intention for Korean traditional fashion design elements were analyzed and compared between lifestyle groups for consumer targeting purposes. Product quality, retail service quality, perceived value, and preference on loungewear with Korean traditional design elements were chosen as antecedents of purchase intention and a structural equation model was designed to examine their relationship as well as their influence on purchase intention. Product quality and retail service quality among marketing mixes were employed as factors affecting preference and perceived value of loungewear with Korean traditional fashion design elements. Also effects of preference and perceived value on purchase intention were examined through the same model. A total of 357 self-administered questionnaires were completed by female consumers via web survey system. A questionnaire was developed to measure samples' lifestyle, product and retail service quality as purchasing criteria, perceived value, preference and purchase intention of loungewear with Korean traditional fashion design elements. Also, loungewear purchasing and usage behavior were asked as well in order to examine Korean loungewear market status. Data was analyzed through descriptive analysis, factor analysis, cluster analysis, ANOVA and structural equation model was tested via AMOS 7.0. As for the result of Korean loungewear market status investigation, loungewear was purchased by most of the consumers in our sample. Loungewear is currently recognized as clothes that are worn at home and consumers are showing comparably low involvement toward loungewear. Most of consumers in this study purchase loungewear only two to three times a year and they spend less than US$10. A total of 12 items and four factors of loungewear consumer lifestyle were found: traditional value oriented lifestyle, brand-affected lifestyle, pursuit of leisure lifestyle, and health oriented lifestyle. Drawing on lifestyle factors, loungewear consumers were classified into two groups; Well-being and Conservative. Relationships among constructs of purchasing behavior related to loungewear with Korean traditional fashion design elements were estimated. Preference and perceived value of loungewear were affected by both product quality and retail service quality. This study proved that high qualities in product and retail service develop positive preference toward loungewear. Perceived value and preference of loungewear positively influenced purchase intention. The results indicated that high preference and perceived value of loungewear with Korean traditional fashion design elements strengthen purchase intention and proved importance of developing preference and elevate perceived value in order to make sales. In a model comparison between two lifestyle groups: Well-being and Conservative lifestyle groups, results showed that product quality and retail service quality had positive influences on both preference and perceived value in case of Well-being group. However, for Conservative group, only retail service quality had a positive effect on preference and its influence to purchase intention. Since Well-being group showed more significant influence on purchase intention, loungewear brands with Korean traditional fashion design elements may want to focus on characteristics of Well-being group. However, Conservative group's relationship between preference and purchase intention of loungewear with Korean traditional fashion design elements was stronger, so that loungewear brands with Korean traditional fashion design elements should focus on creating conservative consumers' positive preference toward loungewear. The results offered information on Korean loungewear consumers' lifestyle and provided useful information for fashion brands that are planning to enter Korean loungewear market, particularly targeting female consumers similar to the sample of the present study. This study offers strategic and marketing insight for loungewear brands and also for fashion brands that are planning to create highly value-added fashion brands with Korean traditional fashion design elements. Considering different types of lifestyle groups that are associated with loungewear or traditional fashion goods, brand managers and marketers can use the results of this paper as a reference to positioning, targeting and marketing strategy buildings.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.4 s.163
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• pp.646-657
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• 2007

The study sought to determine the relationship between lifestyles and clothing values of male consumers. A questionnaire was administered to male consumers in their twenties and thirties and data from 334 respondents were used for the factor analysis. Results indicated that lifestyles of male consumers were classified into venturesome, fashion-seeking, self-fulfilling, self-centered, IT-interest, and leadership. With these lifestyle sub-dimensions, male consumers were segmented into four groups: technology seekers, active trend setters, self achievers, and passive observers. Demographic differences were found in age and clothing expense among these groups. Technology seekers value comfortable-ness, ease of care and versatility; active trend setters value symbolic aspects, emotion, fashion, and confidence; self achievers value versatility and ease of owe: and passive observers value comfortable-ness and ease of care among many clothing values.

• The Research Journal of the Costume Culture
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• v.20 no.4
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• pp.500-514
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• 2012

The purpose of this study was to classify the lifestyles of 20's unmarried women, identify the differences among the lifestyle groups, and analyze sportswear purchase behaviors and brand loyalty according to the lifestyle types. The subjects were 312 single women who had purchased sportswear. The questionnaire consisted of measurement items for lifestyle, purchase behaviors, brand loyalty and demographic attributions. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, ANOVA, ${\chi}^2$-test and Duncan's multiple range test, using SPSS 18.0 program. The results of the study were as follows. First, as a result of cluster analysis to classify the lifestyles of 20's single women, 4 groups were identified as practical and advanced-media-usage type, adventurous and self-actualizing type, enthusiastic-fashion seeking type, active and leisure-oriented type. Second, 3 factors of brand loyalty were classified as continuous brand loyalty, habitual brand loyalty and no brand loyalty. Third, upon analyzing the differences of brand loyalty based on lifestyles, practical and advanced-media-usage type and enthusiastic-trend seeking type showed no brand loyalty. Forth, 4 groups showed different sportswear purchase behaviors, such as purchase motivation, information sources, purchase frequency, purchase cost of one time, purchase place, the number of possession and purchase items.

• Journal of the Korea Fashion and Costume Design Association
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• v.20 no.3
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• pp.1-14
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• 2018

This study examines female consumers' purchasing behavior of outdoor wear based on their leisure activities and life style using the questionnaire method. SPSSWIN was used for data analysis. The results are as follows: first, there is a significant difference in demographic characteristics of outdoor wear consumers depending on life style types. Second, outdoor wear purchasing behavior by lifestyle types showed no significant correlation between lifestyle types and the extent of interest in outdoor wear. Consumers valuing private leisure time are more engaged in searching for commercial information compared to other groups and a significant difference was seen in the standard for selecting products, functional materials, colors, and comfort depending on life style type. Third, there is no significant difference in demographic characteristics of outdoor wear consumers based on the extent of leisure activity. Fourth, there was significant correlation between the extent of leisure activity and interest in outdoor clothes. Therefore, this study shows that the life style of female consumers and the extent of leisure activity are significantly related to purchasing behavior. Hence this study can be effectively used by the outdoor wear industry to analyze characteristics of female consumers and plan and establish a suitable marketing strategy.

• Journal of Fashion Business
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• v.10 no.3
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• pp.117-128
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• 2006

The purpose of this study was to understand changes of the current young generation's lifestyle, aesthetic attitude for an appearance, and way of thinking by making a close investigation into metrosexual, the recent mode, and find out its cultural and social implications. As a method of the study, the literature and the Internet data were reviewed. Articles from newspapers, magazines and the Internet were chosen roughly from the year 2000 to now because metrosexual mode remarkably boomed before and after 2000. Books related to the theory on the mode in a costume culture were referred. Also, articles in daily newspapers which dealt with cultural and social issues were reviewed, fashion magazines for men such as Esquire and GQ showing the new trend in men's lifestyle and fashion were examined, and the Internet providing us the latest news from cultural and social topics to fashion trends were investigated. The backgrounds of the rise of metrosexual mode were a collapse of stereotypes in various fields, spread of lookism in a visual image period, extension of commercialism, and expansion of men's character casual trend. Metrosexual was defined as an urban male with a strong aesthetic sense who spends a great deal of time and money on his appearance and lifestyle. His fashion style was characterized by slim and flowing silhouette, feminine and luxurious materials such as transparent chiffon, silk and cotton with a light and soft touch, and a knitted wear with a flowing line, a wide variety of vivid and pastel colors, floral and geometric patterns, and the decorative details like lace, beads, embroidery, and fur. From spread of this mode, two cultural and social implications were extracted. Firstly, the current young generation's aesthetic standards for the perfect man changed from macho man to considerate man who had a good appearance and this suggested that a conventional sex role broke down. Secondly, men began to explore for their own identity escaping from traditionally standardized masculinity that they had been forced to follow.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.3
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• pp.355-365
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• 2009

The purpose of this study was to investigate the effects of cognitive age on service quality, consumer satisfaction, and repurchase intentions across the elderly's lifestyle types in the apparel store. Data were obtained from 853 women in the 50's and 60's living in Busan, and were analyzed by factor analysis, Cronbach's alpha, cluster analysis, one-way ANOVA, Duncan test, and path analysis using SPSS WIN 12.0 and LISREL 8.53. The results showed that the lifestyle of elderly consumers was classified into three factors, such as Active self-fidelitist, Economy family-oriented, and Passive-stagnant. Service qualities perceived by the elderly in apparel stores were composed of Personal Service, Facilities Service, Product Service, and Policy Service. Generally, the younger cognized their ages most of the elderly were the more importantly perceived store service quality, the greater satisfied with apparel store services, and the more intended to repurchase apparels at a store. However, economic family-oriented elderlys were the younger cognized their ages, the less satisfied with the apparel service. Additionally, personal and policy services of the apparel store were important variables for elderlys' satisfaction with store services. The findings provide potential explanations and managerial implications for the elderly market.

• The Korean Fashion and Textile Research Journal
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• v.6 no.5
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• pp.585-594
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• 2004

This study aimed to classify the lifestyles of 1020 college students, and to analyze the effect of the lifestyles on the usages of credit card, price perception, purchasing satisfaction and the number of new clothing. The number of credit cards, total payment of credit cards and the attitude to credit card were different by the 7 clusters of college students, but the frequency of credit card use, the amount of cash service and arrear ages were not different. The perception to the apparel price, purchasing satisfaction, and the degree of clothing purchasing varied according to the lifestyle clusters. For example, 6th cluster being highest in the pursuit of appearance showed the highest amount of credit cards usage significantly and tendency of highest arrearage, and used credit cards mostly in clothing purchase.

• The Korean Fashion and Textile Research Journal
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• v.17 no.5
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• pp.844-853
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• 2015

Recently, according to change of lifestyle and increase of concerning in health, needs of the smart clothing based on the vital sign monitoring have increased. Along with this trend, smart clothing for ECG monitoring has been studied various way as textile electrode, clothing design and so on. Smart clothing for ECG monitoring can become a comfortable system which enables continuous vital sign monitoring in daily use. But, smart clothing for ECG monitoring has a weakness on artifact during motion. One of the motion artifact caused by shifting of the electrode position was affected skin change by motion. The aim of this study was to suggest electrode locations for clothing of ECG monitoring to reduce of motion artifacts. Therefore, change of skin surface during the movement were measured and analyzed in order to find location to minimize motion artifacts in ECG monitoring clothing by 3D motion capture. For the experiment, the subjects consisted of 5 males and 5 females in their 20' with average physique. As a result, the optimal location for ECG monitoring was deducted under the bust line and scapula which have least motion artifact. These locations were abstracted to be least affected by movement in this research.

• Journal of the Korean Society of Costume
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• v.48
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• pp.37-52
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• 1999

The purpose of this study was to find out the clothing-consumption propensity(CCP) and to classify consumption types in CCP and to classify consumption types in CCP and to compare the classfied groups on their consumer characteristics among Korean female X-generation. The survey method was conducted for this study. The subjects are 477 Koran femal X-generation whose age ranges from 18 to 29 and who reside in Seoul and its adjoined areas. The span of the survey was February through March in 1998. the results were analyzed by using of SPSS/PC+package. 1. The clothing consumption motives among the female X-generation were the sensuous satisfaction for posession motive the were practical necessity of the purcahse successively in order. The clothing consumption attitude were the practical electicism the effective value the favorable attitude on low price goods toward sale items and the self-control over their consumption. 2. According to the CCP consumers were classified into five groups: electice and practical group ostentatious and extravagant group passive and economical group sensuous and practical group and sale-fond group. The respective group showed significant difference in the nine factors of the CCP. 3. Consumtion type group had significantly difference in lifestyle among consumer factor and materialistic propensity influence of economic recession follow consumption among social influence factors.

• Journal of Fashion Business
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• v.6 no.5
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• pp.59-71
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• 2002

The purpose of this study was 1) to analyze the consumers' preference on the recent trend in men's wear according to their lifestyle and 2) to suggest a suitable direction for men's wear planning based on the lifestyle analysis. A survey was applied to obtain the data set responded from 310 male subjects who were aged between thirties and fourties. The main results of this study are summarized as follows: 1) Five types of recent fashion trends were identified through a qualitative analysis on the recent men's wear trend, which were 'Modern classic casual', 'Retro traditional casual', 'Authentic/Ethnic casual', 'Urban dandy street casual' and the 'Refined sportive casual'. 2) The three types of the respondents' lifestyle were identified in this research and named as 'pursuing sense', 'pursuing tradition' and 'conservative indifference'. Examining the preference on fashion trends according to subjects' lifestyle and etc., the preference level of the 'pursuing sense' group on trend was, in general, higher than that of the two other lifestyle groups. The most preferred trend style of 'pursuing sense' group was the 'Modern Classic'. Finally, a suitable direction for men's wear planning was suggested on the result of analysis in this research.