• Fashion & Textile Research Journal
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• v.24 no.6
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• pp.756-765
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• 2022

The purchase-related responses of MZ generation consumers may vary depending on the environmental factors of the fitting room. Therefore, this study extracted and systematized fitting room characteristics in the retail fashion environment. In-depth interviews were conducted with a total of 50 informants to collect data on the experience of using the fitting room. Then, a qualitative analysis was performed. First, results confirmed that the environmental factors of the fitting room include physical (spatiality, functionality, comfort, and convenience) and human (interactivity and congestion) aspects. Next, additional analysis was performed on functionality and interactivity to clarify the influence of environmental characteristics of the fitting room. These factors were classified into qualitative categories. The study results confirmed that, in the case of functionality, preferred lighting and mirror factors vary depending on the clothing product type, the place and situation for wearing, and individual characteristics. Furthermore, regarding interactivity, the preference for the presence of sales staff or companions differed according to personal traits and the need for additional information and evaluation. The study provides valuable information for effective fitting room space planning for offline fashion stores to meet the needs of MZ generation consumers.

• Journal of Fashion Business
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• v.27 no.1
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• pp.16-35
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• 2023

The advent of Omni Channel has changed the fashion business model and the role of fashion sales persons. In such situation, internal marketing can become an important organizational management strategy for fashion companies. Therefore, the purpose of this study is to identify the components of internal marketing of fashion companies for fashion shop masters in an omni channel environment. To achieve the purpose of this study, To achieve the purpose of this study, a qualitative study was conducted to investigate the internal marketing sub-factors of fashion companies. In-depth interviews were conducted for qualitative study. Seven respondents to the in-depth interview were fashion shop masters who had at least 10 years of field work experience. As a result of the qualitative study, internal marketing was derived from five factors, including empowerment, education and training, rewards, internal communication, and management supports. Empowerment factors consist of initiative, encourage creativity, and problem solving. Education and training factors consist of the degree of education and training opportunities, the value of education and training, and the scope of education and training. Rewards factors consist of diversity of rewards, fairness of rewards, and source of rewards. Internal communication factors consist of communication flexibility, diversity of communication and receptivity of communication. Management support factors consist of headquarters support and department store support.

• Human Ecology Research
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• v.60 no.4
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• pp.521-533
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• 2022

Using Bernd H. Schmitt's experiential modules, this study investigated the effect of shopping value on recognizing the importance of customer experience. A survey was conducted with 400 adults aged in their 20s to 50s. To analyze the data, factor analysis, a reliability test, cluster analysis, and ANOVA were conducted. The results were as follows. First, the shopping values exhibited by sportswear consumers were a utilitarian shopping value and a hedonic shopping value. Through these, consumers were classified into four groups: a shopping value-oriented group, a utilitarian shopping value group, a shopping value-unconcern group, and a hedonic shopping value group. Second, the customer experience consisted of five factors: sensory experience, emotional experience, cognitive experience, behavioral experience, and relational experience. Third, a significant difference was observed in customers' perceived experiences according to shopping value type. In the shopping value-oriented group, all customer experiences were generally considered important, followed by the hedonic shopping value group and the shopping value-unconcern group, with the utilitarian shopping value group least likely to perceive customer experiences as important. In addition, cognitive and emotional experiences were rated highest among the five experiences, indicating that these were the most important store experiences among the various customer experience components.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.3
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• pp.89-101
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• 2020

The purpose of this study is to examine how the variables of managerial competencies, namely transformational leadership, internal marketing, and structural influences, affect managerial performance through job satisfaction and customer orientation, by focusing on managers of clothing stores. Furthermore, the study aims to draw implications in connection with academic or practical start-ups that can improve management performance. Through examples of transformational leadership, internal marketing, and management performance of the previous study, the significance of the study is further stressed. Also, based on the previous study, this study empirically analyzes what results can be expected, focusing on managers of retail clothing stores, department stores, franchise stores, etc. In this study, we conduct an empirical analysis of 305 managers of retail clothing stores, department stores, franchise stores, etc. Because the results of the empirical analysis are from experiments at clothing stores first, it is found that managers' transformational leadership must go through a mediating effect process, which is job satisfaction for management performance. Second, it is found that transformational leadership must also go through a mediating effect process, which is customer orientation for management performance. Third, it is found that internal marketing must also go through a mediating effect process, which is job satisfaction for management performance. Therefore, as the researcher sought to verify, there is a complete mediating effect in retail clothing stores, department stores, franchise stores, etc., and it is confirmed that its role is significant. A study on whether or not entrepreneurship, as a control variable, affects business performance is conducted to find the statistical values that can be determine management performance when managers of retail clothing stores, department stores, and franchise stores answer entrepreneurial surveys with education- and knowledge-intensive backgrounds. As a result, with the statistical figures, it is confirmed that the managers are striving to improve their management performance based on their education- and knowledge-intensive backgrounds. Based on the research results, this study tried to test the parameters that can improve the management performance through empirical analysis centering on managers, Furthermore, the study attempted to draw implications for academic, practical, and start-ups that can improve management performance.

• Journal of Distribution Research
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• v.17 no.2
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• pp.93-115
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• 2012

This study empirically examines the impact of changes in market shares among retailing types on the price index. The retailing type is classified into 6 groups: department store, big mart, super market, convenient store, specialty merchant, and on-line store. The market shares of retailing types are calculated by the ratio of each retailing type monthly sales to total monthly retailing sales in which total retailing sales is the sum of each retailing type sales. We employed several price indices: consumer price index (CPI), CPI for living necessaries, and fresh food price index. In addition, this study used fundamental price indices based on 25 product families as well as 42 representative products. The empirical model also included several variables in order to control for the macroeconomic effects and those variables are the exchange rate, M1, an oil price, and the industrial production index. The data is monthly time-series data spanning over the period from January 2000 to December 2010. In order to test for the stability of data series, we conducted ADF test and PP test in which the model and length of lag were determined by the relevant previous literature and based on the AIC. The empirical results indicate that changes in market shares among retailing types have impacts on the price index. Table A shows that impacts differ as to which price index to use and which product families and products to use. For department store, it lowers the price of food and non-alcoholic beverages, home appliances, fresh food, fresh and vegetables, but it keeps the price high for fresh fruit. The big mart retailing type has a positive impact on the price of food, nut has a negative effect on clothing and foot wear, non-food, and fresh fruit. For super market, it has a positive impact on food and non-alcoholic beverages, fresh food, fresh shellfishes, but increases the price of CPI for living necessaries and non-food. The specialty merchant retailing type increases the price level of CPI for living necessaries and fresh fruit. For on-line store type, it keeps the price high for CPI for living necessaries and non-food as well as fresh fruit. For the analysis based on 25 product families shows that changes in market shares among retailing types also have different effects on the price index. Table B summarizes the different results. The 42 representative product level analysis is summerized in Table C and it indicates that changes in market shares among retailing types have different effects on the price index. The study offers the theoretical and practical implication to these findings and also suggests the direction for the further analysis.

• Journal of Global Scholars of Marketing Science
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• v.16 no.1
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• pp.117-141
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• 2006

Daily sales volume in retailers seems to be changed because of five-days-work in a week resulting in growth of leisure time in Korea recently. The day of the week effect of sales volume that can not be theoretically explained, which sales pattern varies depending on days systematically and consistently, is so important. Especially the day of the week effect of sales volume exists in which retail branch and the extents of the day of the week effect from the perspective of marketing in retailing is very important. Thus, the purpose of this study was to investigate whether the day of the week effect of sales volume exists in men's clothing retailers and if so, there is difference in daily sales volume. There was insufficient researches in the field of anomaly such as the day of the week effect of sales volume in marketing. For this reason, this study has drawn upon research findings of finance, general demand theory, and previous studies of the day of the week effect in stock markets. In doing so, these works are referenced in theoretical background and applicability in retailing market of this study. This study empirically investigated the day of the week effect of sales volume through the revenues of a men's clothing retailers (P company) in past five years. As the result of this study, the day of the week effect of sales volume existed in men's clothing retailers and the day of the week effect showed positive from Monday to Sunday, which means Sunday, the biggest. Also, the day of the week effect by season was different. The result of this study is expected to provide some helpful evidence that offers effective operational strategies to retailers.

• Journal of the Korean Society of Costume
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• v.59 no.7
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• pp.17-33
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• 2009

The purpose of this study was to get some pieces of prior information to eventually develop high value-added fashion cultural products design using local cultural resources, to promote the cultural tourism festival. For this purpose, this study is carried out the investigation of cultural product stores and visitors' questionnaire survey. The subjects of this study were festivals which were selected as cultural tourism festival by the Ministry of Culture, Sports and Tourism from 2000 to 2008. Of them, six festivals were finally selected but food festival was excluded. The results of this study were as follows; First, the store survey was conduced to analyze the situation of the products of cultural tourism festival. The most frequent product was accessories. And a T-shirt was found to be sold every festival probably because it was the most popular item and basic item which people could buy without burden. While the most diverse kinds of products were found in the Andong, the Jinju and Gangjin were found not to develop various products. In the design motif used for cultural products, most products did not use festival or local image. The highest use of the festival and local image was found in Gangjin and Muju. The Andong and Chungju were found to sell very common products buying anywhere rather than products using local cultural resources or image. In the material of cultural products, most products use metal. And In the price of cultural products, 10,000-30,000 won was found highest. Second, the purchase conditions of cultural tourism festival visitors were examined. The visiting goal and companion of visitors was found to vary with the type of cultural tourism festival. The types of visitors were also found to have an effect on the choice of items in the purchase of cultural products sold in the festival. Only one third of respondents responded buying one and more cultural products. The purchase rate was found high in the festival where cultural product items were various and there were many products symbolizing festival or region. The most purchased item was a mobile phone hanger and the amount of purchasing cultural products was 10,000-30,000 won. The reason not to purchase cultural products was dissatisfaction with utility, originality, possibility of a present, symbolism, and price. The most important attribute in the purchase of cultural products was design, followed by symbolism, price, originality, and innovation. The highly preferred product group included clothing, miscellaneous goods, and accessories. Specifically, T-shirt was found highest. Based on these research results, it was found that the design strategy for the cultural products development should consider both regional and festival images. The items and designs of the cultural products should reflect visitors' characteristics and the price zone should be varied.

• Journal of Distribution Research
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• v.17 no.3
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• pp.25-57
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• 2012

This study identified motives for writing apparel product reviews in online stores, and determined what motives increase the behavior of writing reviews. It also classified store customers based on the type of writing motives, and clarified the characteristics of internet purchase behavior and of a demographic profile. Data were collected from 252 females aged 20s' and 30s' who have experience of reading and writing reviews on online shopping. The five types of writing motives were altruistic information sharing, remedying of a grievance and vengeance, economic incentives, helping new product development, and the expression of satisfaction feelings. Among five motives, altruistic information sharing, economic incentives, and helping new product development stimulate writing reviews. Store customers who write reviews were classified into three groups based on their writing motive types: Other consumer advocates(29.8%), self-interested shoppers(40.5%) and shoppers with moderate motives(29.8%). There were significant differences among three groups in writing behavior (the frequency of writing reviews, writing intent of reviews, duration of writing reviews, and frequency of online shopping) and age. Based on results, managerial implications were suggested. Long Abstract : The purpose of present study is to identify the types of writing motives on online shopping, and to clarify the motives affecting the behavior of writing reviews. This study also classifies online shoppers based on the motive types, and identifies the characteristics of the classified groups in terms of writing behavior, frequency of online shopping, and demographics. Use and Gratification Theory was adopted in this study. Qualitative research (focus group interview) and quantitative research were used. Korean women(20 to 39 years old) who reported experience with purchasing clothing online, and reading and writing reviews were selected as samples(n=252). Most of the respondents were relatively young (20-34yrs., 86.1%,), single (61.1%), employed(61.1%) and residents living in big cities(50.9%). About 69.8% of respondents read and 40.5% write apparel reviews frequently or very frequently. 24.6% of the respondents indicated an "average" in their writing frequency. Based on the qualitative result of focus group interviews and previous studies on motives for online community activities, measurement items of motives for writing after-purchase reviews were developed. All items were used a five-point Likert scale with endpoints 1 (strongly disagree) and 5 (strongly agree). The degree of writing behavior was measured by items concerning experience of writing reviews, frequency of writing reviews, amount of writing reviews, and intention of writing reviews. A five-point scale(strongly disagree-strongly agree) was employed. SPSS 18.0 was used for exploratory factor analysis, K-means cluster analysis, one-way ANOVA(Scheffe test) and ${\chi}^2$-test. Confirmatory factor analysis and path model analysis were conducted by AMOS 18.0. By conducting principal components factor analysis (varimax rotation, extracting factors with eigenvalues above 1.0) on the measurement items, five factors were identified: Altruistic information sharing, remedying of a grievance and vengeance, economic incentives, helping new product development, and expression of satisfaction feelings(see Table 1). The measurement model including these final items was analyzed by confirmatory factor analysis. The measurement model had good fit indices(GFI=.918, AGFI=.884, RMR=.070, RMSEA=.054, TLI=.941) except for the probability value associated with the ${\chi}^2$ test(${\chi}^2$=189.078, df=109, p=.00). Convergent validities of all variables were confirmed using composite reliability. All SMC values were found to be lower than AVEs confirming discriminant validity. The path model's goodness-of-fit was greater than the recommended limits based on several indices(GFI=.905, AGFI=.872, RMR=.070, RMSEA=.052, TLI=.935; ${\chi}^2$=260.433, df=155, p=.00). Table 2 shows that motives of altruistic information sharing, economic incentives and helping new product development significantly increased the degree of writing product reviews of online shopping. In particular, the effect of altruistic information sharing and pursuit of economic incentives on the behavior of writing reviews were larger than the effect of helping new product development. As shown in table 3, online store shoppers were classified into three groups: Other consumer advocates (29.8%), self-interested shoppers (40.5%), and moderate shoppers (29.8%). There were significant differences among the three groups in the degree of writing reviews (experience of writing reviews, frequency of writing reviews, amount of writing reviews, intention of writing reviews, and duration of writing reviews, frequency of online shopping) and age. For five aspects of writing behavior, the group of other consumer advocates who is mainly comprised of 20s had higher scores than the other two groups. There were not any significant differences between self-interested group and moderate group regarding writing behavior and demographics.

• Journal of Fashion Business
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• v.19 no.6
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• pp.82-100
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• 2015

Mobile fashion apps present much opportunity for marketers to engage consumers, however not all apps provide enough functions for their targeted audience. This study aims to determine how mobile fashion apps can be used to build brand community with consumer engagement. Qualitative data on fashion mobile apps were collected from the Apple app store and Android market during the spring and summer of 2015. A total of 110 fashion mobile apps were collected;, 50 apps were identified as apparel brands that either manufacture or sell apparel to consumers, which we categorized as "brand" fashion apps, and the remaining 60 were categorized as "non-brand" fashion apps. The result of the study can be summarized as below. The 60 non-brand fashion apps were grouped into 5 app types: shopping, searching, sharing, organizational, and informational. The main functions are for informational use and shopping needs, since at least half (31 apps) are used for either retrieving information or for shopping. However, in contrast, social networking and location were infrequent and not commonly utilized by these apps. The most common type of non-brand fashion apps available were shopping apps;, many shopping apps enable users to shop from several different websites and save their items into one universal shopping cart so that they only check out once. Most of these apps are informational and help consumers make more informed decisions on purchases;, in addition many offer location services to help consumers find these items in store. While these apps perform several functions, they do not link to social media. The 50 brand apps were grouped into 5 brand types: athletic, casual, fast fashion, luxury, and retailer. These apps were also checked for attributes to determine their functionality. The result shows that the main functions of brand fashion apps are for information (82% of the 50 apps) as well as location searching (72% of 50 apps). Conversely, these apps do not offer any photo sharing, and very few have organizational or community functions. Fashion mobile apps and m-marketing elements: To build brand community, mobile apps can be designed to motivate consumer's engagement with brands. The motivations of fashion mobile apps are useful in developing fashion mobile apps. Entertainment motives can be fulfilled with multimedia attributes, functionality motives are satisfied with organizational and location-based features, information motives with informational service, socialization with community and social network, learning and intellectual stimulation from informational attributes, and trend following through photo sharing. The 8 key attributes of mobile apps can correspond to the 4 m-marketing elements (i.e., Informative content, multimedia, interactions, and product promotions) that are further intertwined with m-branding elements. App Attributes and M-Marketing aim to Build Brand Community;, the eight key attributes can impact on 4 m-branding elements, which further contribute to building brand community by affecting consumers' perceptions of brands preference and advocacy, and their likelihood to be loyal.

• Journal of Fashion Business
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• v.8 no.4
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• pp.117-130
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• 2004

The purposes of this study were to find out highly market sharing young casual brands, to compare their trends of concept and competition, and to propose orientation of brand concept repositioning and marketing strategies on Department stores. Reference searching method and field searching method were used for this study. The results were as follows: 1. The brands which covered more than 50% market share included <96NY> . 2. Price range of these brands was from 130,000 to 220,000 won. The brands of upper-moderate price zone included <96NY> and they were very competitive each other. The brands of moderate price zone included and they were also very competitive between them. However, the brands of lower-moderate price zone had lower competition. This price zone might be a good point to launch new brands. 3. The main target-age of young casual zone was from 17 to 30 years. The most of brands focused on 21-25 years old, which were higher age targeted before. 4. The main concepts of these brands were 'luxury, girlish, sexy' and 'Sportism, lifestyle' were sub-concepts.