• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.1
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• pp.131-140
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• 2015

After drawing the sensory images from the color green, the difference of sensory images and the difference of the color green according to demographic characteristics and which factors affect the preference have been analysed. The thirty six-photos of 2013 women fashion show on the STYLE.COM were used for the stimuli of green colour fashion for the questionnaire. The people surveyed were adults in their 20s to 50s. The 123 copies of the questionnaire were used for the statistical analysis of this study. Factor analysis, Cronbach's ${\alpha}$ test, t-test, ANOVA, Duncan test and Regression analysis test were carried out by SPSS 19 for the statistical analysis of collected data. The results were as follows. The sensory images of green fashion were drawn in six types. The sensory images of green fashion according to demographic characteristics showed a significant difference depending on martial status, age, monthly income and occupation. The preference of green colour fashion according to demographic characteristics showed a significant difference depending on sex, age, monthly income, occupation. The variables affecting the preference of green fashion were identified as four types, and the most affecting variable to the preference was the favorable and familiar factor. These research results will become available on selecting the target customer and making the marketing differentiation strategy when planning fashion products.

• The Research Journal of the Costume Culture
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• v.22 no.3
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• pp.399-410
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• 2014

The purpose of this study was to investigate emotional images and preference of knitwear by tone on tone combination. The subjects were 357 university students in Daejeon and Chungnam province, and the measuring instruments were 6 stimuli manipulated by color and tone combination type of background and pattern in the tone and tone combination, and self-administrated questionnaires consisted of emotional images items, preference items, and subjects' demographics attributions. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, t-test, MANOVA and Duncan's multiple range test, using SPSS program. The results were as follows. First, four factors (attractiveness, conspicuity, mildness, and activity) are emerged on emotional images of knitwear. Second, color had main effects on emotional images and preference. Gray color was perceived as most attractive image and more preferred than others. Third, tone combination type had some effects on emotional images. Vivid tone background/light tone pattern was perceived more attractive image but less conspicuous and mild than light tone background/vivid tone pattern. Forth, subjects' gender had an effects on conspicuous image. Male was perceived more conspicuous image on knitwear stimuli than female. Fifth, color and subjects' gender had interaction effects on attractiveness image and preference. Male perceived that blue is more attractive and preferred than female.

• Korean Journal of Human Ecology
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• v.24 no.1
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• pp.79-96
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• 2015

The purpose of this research was to analyze the clothing behavioral attributes of male music enthusiasts. A questionnaire was developed based on previous researches. Respondents were men who were concerned with music in terms of a job, a major or a hobby. A total of 200 responses were analyzed by SPSS 20.0 through factor analysis with Varimax rotation, ANOVA with post-hoc test(SNK-test) and ${\chi}^2$-test. Music preference was classified into 3 factors: New age/jazz, Hiphop/dance, and Metal rock/ballad factor. 5 Clothing purchasing orientation factors were extruded: hedonic, planned, convenience, brand pursued, and fashion pursued purchasing orientation. Using those factor scores, 3 groups were classified: Group1(G1), preferring Hiphop/dance music with lower hedonic and brand/fashion pursued purchasing orientation; G2, preferring Hiphop/dance music with no interest in clothing shopping and fashion; G3, preferring New age music with high convenience and brand pursued purchasing orientation. In addition, there were significant differences among groups in clothing behavior such as social ostentation, individuality, self-expression, fashionability, conformity; in purchase motivation such as hedonic and trend/designer oriented purchase motivation; in information source like advertisement/media source; and in store choice criteria such as store light/music and popularity. The findings showed even the enthusiasts for the same music showed the different sopping orientation and different clothing behavior, suggesting that a personal value or taste can be a plausible factor to figure out attributes of consumers. An interest/involvement in clothing could be helpful to subdivide the music enthusiasts as the target market.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.7
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• pp.1124-1138
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• 1997

This study intended to investigate the concept of Clothing Involvement and Brand and to provide useful basic data for building on affective brand strategy. The purpose of this study is as follows: first, It is to measure the result of Brand Extension attitudes and Brand Extension items by clothing involvement (high involvement/low involvement). Second, It is to classify the factors of Clothing Involvement which suggested in theoretical research and to clarify correlation between clothing involvement factor and brand evaluation, brand extension attitudes. Third, It is to investigate the affect that clothing involvement, demographic variable and brand type on Brand Extension Evaluation. Subjects of this study were the adult women in Seoul, who were extracted by sampling randomly during the fall of 1995. Questionnaire was used as major method of gathering data. They were analyzed by the SAS method such as Frequency, Anova, Duncan, Correlation, multiple regression, Factor analysis. Main result of this study were as follows : 1. In brand extension attitude evaluation by high-involve group and low-involve group, quality, reputation and buying intension of brand extension attitudes showed significant difference. B brand extension attitudes and items of high-involve group was high compare to low-involve stoup. High-involve group evaluated watch, underwear, shoes and stocking of extension items highly, and there is no involvement difference of perfume, parasol, cushion. 2. In order to classify the dimension of Clothing Involvement, it was carried out factor analysis. 1 found that Clothing Involvement was composed of 4 factors, namely, interest - fashion.perceived risk symbolism. Correlation between clothing involvement and brand extension attitude was as followed; Interest factor of clothing involvement was correlated the existing brand attitude. Brand preference of the existing brand attitude was related the image of brand extension attitude, interest of advertising was the quality and the reputation-image was the buying intension. 3. For evaluation of a factor influenced on Brand Extension, it was produced multiple -regression test. Demographic variables and brand types had some influence of Clothing Involvement and Clothing Involvement had on brand extension. 27% of interest, 26% of symbolism was explained by brand types and 15% of fashion, 6% of perceived risk was explained by brand types, demographic variables. And, 10% of brand extension was explained by interest, fashion and symbolism.

• Science of Emotion and Sensibility
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• v.9 no.4
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• pp.331-339
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• 2006

PPL(Product Placement) of visual media can change the purchasing behavior of College students. This study aimed to investigate the differences in consumer's conception about PPL among college students and to analyze the relationship between the PPL conception ant fashion innovation/fashion sensitivity of students, resulting into their real purchasing behavior. We surveyed to about 189 college students living near Seoul, with questionnaire about PPL conception, purchase of PPL clothing, satisfaction on PPL clothing, fashion innovation, opinion about PPL, PPL apparel brand to recall, etc. According to dichotomy of college students by fashion innovation, as higher fashion innovative they were, they paid more attention on PPL clothing while watching TV or movie, and they also could recall more PPL apparel brands, and they purchased more PPL clothing. While the students with low fashion innovation had references from the opinion of friends or around people when purchasing their clothing, the students with high fashion innovation did from fashion magazine or PPL clothing. The students who thought that PPL was important and effective on clothing purchasing behavior, answered that their preference to PPL bran4, to the company, and to the product had increased positively, but not to the actor/actress.

• Science of Emotion and Sensibility
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• v.11 no.4
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• pp.489-500
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• 2008

The purpose of this study was to determine the preference and purchasing intention on necktie pattern designs according to male consumers' fashion lift style. Written questionnaires were handed out to 300 male consumers of the 20-40 years old in Seoul and surroundings, who were accessed by a convenience sampling method. The questionnaires were to classify male consumer groups according to the fashion life style, to examine characteristics, needs and wants of each group. The stimuli of 8 kinds of necktie patterns in black & white, and the semantic differential scale were applied to evaluate the preference and purchasing intention on necktie pattern design. A total of 265 samples were analyzed by factor analysis, cluster analysis, ANOVA, crosstabs and $X^2$-test through SPSS package program. Six factors in their fashion life style were extracted as follows: those were 'fashion-oriented', 'traditional conservative', 'brand-flaunting', 'personality-oriented', 'practicality-oriented' and 'unconcerned' life style. With these life style sub-dimensions, male consumers were segmented into five groups: these groups were 'strong personal seekers', 'practical brand seekers', 'traditional personal seekers', 'active fashion seekers', 'unconcerned group'. Each of these groups of male consumers showed significant differences in the preference and purchasing Intension of necktie pattern designs according to their fashion life style.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.4
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• pp.586-597
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• 2008

The purpose of this study is to find out the relationship between the personal color types and personality types and analyze the differences in color preference according to the personal color types and personality types. This study was conducted by using questionnaire method and drape diagnosis method in parallel. The results are as follows. First, in case of introversion (I), the summer type took the most and spring, fall, and winter type followed respectively. Also in the case of extroversion (E), the summer type took the most and spring, fall, and winter type followed respectively. Second, the spring type preferred yellow, the summer type, blue, the fall type, brown, and winter type, blue the most. For the preference of the tone of color, all 4 types preferred the pastel tones the most. For the lipstick colors, the spring and summer type preferred the pink color, the fall type, orange and winter type, red the most. For eye shadows, the spring type preferred orange, summer type, blue, fall type, orange and winter type, pink. For nail colors, all 4 types preferred pink the most. Third, the most preferred color for introversion (I) was red group. In contrast, the most preferred color for extroversion (E) was yellow group. In the tone of preferred colors, both introversion and extroversion preferred the pastel tones the most. In lipstick colors, eye shadow colors, and nail colors, both introversion and extroversion preferred the pink group colors the most.

• Fashion & Textile Research Journal
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• v.7 no.2
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• pp.211-217
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• 2005

The purpose of this study is to analyze the image evaluation and the preference of tailored jacket focused on the variation of the length according to the body type and the degree of satisfaction with the body of middle-aged women. For this study, twenty seven different types of tailored jacket were designed with some variation of their silhouette, the length and the collar's figure on three hundred and twenty three middle-aged women ranging from 35 to 50 years old. There was a significant difference in the image evaluation and the preference of tailored jacket according to the body type of middle-aged women. The women of the body type I evaluated that tailored jackets of the long length were more attractive, graceful, and active, soft and preferred the style, and the women of the body type II and III, them of the middle length. The women of the body type I evaluated that tailored jackets of the short length were more attractive, graceful, active, soft and preferred the style. Also there was a meaningful difference in the image evaluation and the preference of tailored jacket according to the degree of satisfaction with their bodies. As satisfied with their face size, they thought tailored jackets of the long length were more attractive, graceful and active, soft and they preferred the style. As satisfied with the girth of the hip, they evaluated the short/long tailored jackets were more attractive, graceful and active, soft and they preferred the style. As satisfied with their height they valued the long tailored jacket was more attractive, graceful and active, soft and they preferred the style.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.4
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• pp.29-39
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• 2011

The purpose of this study provides a high consumer-oriented wedding dress on the consumer and offering the consumer-oriented product and provide a basis data to develop a wedding shops so it can stable and manage of effective marketing. Wedding shop for a survey of consumer preference, and based on this wedding dress designed and made. The results are summarized as follows. First, when wearing wedding dresses and "graceful and feminine" image that seek to pursue an image that showed the highest response, "simple and stylish", "cute and vivid" image was in order. In the survey of wedding dress preference, lace is preferred, in tone of color white is preferred by and large. In silhouette, A-line is preferred most, in neckline, exposure of the shoulder, in sleeve length, sleeveless, in decoration, beads. Second, on the basis of these results, depending on the image to pursue the design, wedding was made of 3 creations. The work I is a target of the early 20s, the concept "simple and stylish", and A-line is adopted in silhouette focusing on modern simplicity, soft satin material used of high class. The work II is a target of the late 20s, the concept "cut and vivid", and fit-and-flare made of many folded tulle mesh material. The work ill is a target of the 30s overall, the concept "graceful and feminine", and high-waist- empire-line is adopted in silhouette, splendid lace material used, is of the gorgeous and mature beauty.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.1
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• pp.39-49
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• 2002

The purpose of this study was to characterize the effect of Net fashion value regarding to the factors of purchase-decision at internet shopping mall and the preference for fashion design. The subjects for this sample survey, were junior high school and university students who had dwelled at pusan and ulsan in south korea. This study had 824 samples of each aged from 13 to 24 who had purchasing ability of fashion apparels at the interned shopping mal1. The sampling data in this survey was analyzed by frequency analysis, factor analysis, T-test, LSD-test, MANOVA and ANOVA of SPSS WIN package. The results of this study was as follows; 1. It was proved that advertising, pursuit of services and products, pursuit of information were considered first from Net generations fashion value. Next things were perception of danger and pursuit of convenience. It was proved that they considered it important A/S, recall, exchange and post management. 2. It was proved that there was difference at the preference for fashion design of according to Net generations fashion value. Color was considered to be the most important one. 3. Men had higher political value than women and 1318 teenagers had higher fashion value than semi-adult. Under high school educational course Net generation had more theoretical value than above university educational course Net generation did. Also, with the factor of average monthly income, political value was considered to be the most important. People whose monthly expenditure on purchase was above 50,000 won had higher social value than people whose expenditure was under 50,000 won but under 50,000 won had higher political value than above 50,000 won did.