• International Journal of Costume and Fashion
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• v.5 no.1
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• pp.75-89
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• 2005

The purpose of this study is to empirically ascertain how the fitness between marketing strategy each firm chooses and environment facing each firm affects the performance of firms measured by the growth rate of market share and the growth rate of profit/sales ratio. In doing so, firms are divided into three groups. With regard to the marketing strategy, firms are classified into three groups based on marketing strategy type; prospector, analyzer, and defender. The main result of this study are as follows: First, responding firms are classified into prospector, analyzer, and defender following Miles & Snow's marketing strategy types. This classification is made using a self typing method and further confirmed by a factor analysis using a number of variables relating marketing objectives and marketing mix. Second, the results show that there are significant differences across marketing strategies in the performance measures of the growth rate of market share and profit/sales ratio. It seems, however, that there is no straight forward relationship between the marketing strategy and the performance measures. This strongly implies that the type of marketing strategy to be adopted by each firm should depend on the environment facing each firm. Third, the result indicates that the growth rate of market share tends to depend only on the marketing strategy type regardless of sufficiency and variation of environment, but profit/sales ratio tends to depend on the fitness between marketing strategy type and environment. It implies that a firm should adopt different marketing strategies for different environment characteristics, in order to enhance the efficiency of resources used reflected in the profit/sales ratio.

• Journal of the Korean Society of Costume
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• v.55 no.8 s.99
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• pp.144-153
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• 2005

The purpose of this study is to make a Web Color Data Base for practical design system for domestic fashion industry. The market segmentation was based on the results of the previous studies and the characteristics of fashion consumers. Finally, the 14,121 color samples are collected from the survey of 55 manufacturers of domestic fashion industry and 116 fashion brands of major department stores. These color samples are analyzed by the Munsell's H V/C and CIE L*a*b* value. The representative colors are selected concerning the density in CIE L*a*b* color space and the distance between the color samples. As a result, We suggested 2213 representative colors. Also, this color data was constructed on Web site. The data were sorted by the market, season and color code. In addition, the representative color sample book was made for the prototype of .

• The Research Journal of the Costume Culture
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• v.13 no.6 s.59
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• pp.871-882
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• 2005

The purposes of this study were to investigate the relationships among shopping orientation, information source, service duality, and impulse buying behavior of the elderly women, which nay provide insights related to silver fashion market in Korea. Data were obtained from 50's and 60's women living in Busan(N=285), and analyzed Using by factor analysis, Cronbach's alpha and t-test. The results of this study are as follows: 1. Comported to unimpulse buying group, impulse buying group was more likely to be influenced by hedonics shopping orientation, economic shopping orientation, personal shopping orientation, and convenient shopping orientation. 2. for information source, impulse buying group seemed more to use various information sources than unimpulse buying group, such as advertising of newspaper, magazin or TV, experience, salespersons' opinions. 3. For perceived service quality, impulse buying group was more likely to be effected by events of store, product advertisement, and opening/closing time of store. But demographic characteristics doesn't significant differences between impulse-group and unimpulse-buying group of elderly women. This study suggests some implications and strategies for silver fashion market.

• Journal of the Korean Society of Costume
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• v.31
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• pp.101-118
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• 1997

This research was carried out to sublimate our design with common sence so that the de-sign concept with our traditional chara-teristics can be acceptable in the world design area through re-creation works of tradition to be adoptable to modern concept. Form this survey the following could be derived. 1. in Korea designers should concern about the ration of skirt to jacket plait of Chima and string Koreum of hanbok. however they should pay more attention to string and color stripes to attract foreign customers in international market. It was found that koreans prefer the elegant and cur-vaceous design while foreigners demend edecor-ative design of Hanbok in addition to its el-egance and curvaeouseness. 2. It was also found that korean ramie fabric might be the most popular material for hanbok in Korea however silk and fine gauze might have to be used in international market. Generally it would be better to use the materials with natural and delicate feelings in Korea while the materials with gorgeous feel-ing in addition to natural and delicate feeling should be used in international market. 3, For the figures on Hanbok the embroidery figures and pictorial figures would be appropri-ate in Korea while it is necessary to develop the design with embroidery figures and gold foiled figures to satisfy the foreign customers. Accordignly it 8is required to develop the designers with figures with more elegant and gorgeous sence in both Korea and the world area.

• Journal of the Korean Society of Costume
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• v.65 no.7
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• pp.101-117
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• 2015

Along with the development of overall internet service, online fashion communities appeared and have started to thrive. The growth of mobile service has led to an even bigger expansion of these communities, and will wield a strong influence for the foreseeable future. The purpose of our study is to investigate the relationship between the behavior of these fashion communities and personality characteristics of the community features. For our data analysis, our study used 302 men and women, aged from their 20's and their 40's. The study results are as follows: First, some features, such as interaction, entertainment, promotion, information, and system technique, were drawn as the factors of the online fashion communities. Second, we could divide the community behavioral types into three different groups: buyer, maven, and onlooker groups. Third, all three groups showed different community characteristics. The primary concern for the buyer group was promotion while the mavens and the on-lookers were most interested in information. Fourth, they also showed different demographic characteristics in terms of gender, age, duration of membership, on-line time per visit and number of visits per week. These results show that a new strategy is necessary for online fashion communities to differentiate themselves and their marketing to consumers and their community behavioral types.

• The Research Journal of the Costume Culture
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• v.8 no.1
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• pp.77-86
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• 2000

The purpose of this study is to identify the nature and trend of multinational corporations and to examine strategies for survival of local companies in newly-rising markets which stand against huge multinational corporations, through case study. This research has been done by the literature review of the articles, books and the case study. The results were as follow : First, if the pressure for the globalization of a industry is low and the possibility of overseas transfer of the competitive property of corporations are bare, the intensive strategy for the protection of a national market can be used against the invasion of a multinational corporations. Second, if the pressure for the globalization is still low and the retaining property can be transferred to abroad, a company can be expended to several foreign markets in the limited scope, using the success in a national market as a stepping-stone. Third, In case the pressure for the globalization is high and the competitive property of corporations are effective only in a national market, corporations can survive individually and continuously through the reorganization of corporation's property, which is the survival strategy against multinational corporations. Forth, if the pressure for the globalization is high and the property of corporations can be transferred to abroad, it is possible for corporations to compete with the multinational corporations confidently.

• The Research Journal of the Costume Culture
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• v.16 no.3
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• pp.559-573
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• 2008

Internet apparel businesses are required to provide various kinds of consumer information which includes both product information and customer service information. "New Age Elderly" who become an aged man in 21th century are familiar with internet and other high technological tools from their life time experience with technological development and ready to enjoy the convenience the technology offers. As a preliminary step to develop internet consumer information model for elderly consumers, this study examines the US and Korea apparel e-tailing sites targeting elderly consumers. Ten Korean sites and nine US sites were selected and compared for their provision of consumer information in terms of contents, ease to access, and the completeness of the information. Results of data analysis indicate that elderly market in Korea is not yet clearly defined compared to the US. In Korea, elderly consumer market is considered as a part of middle-aged market, and there was no unique target marketing efforts observed. Korean sites are better than the US's sites in terms of shopping information, while the US sites offer detailed information about the company, and customer service information. In both countries, fashion related information is lacking and failing to satisfy fashion conscious elderly consumers. Managerial implications were discussed.

• The Research Journal of the Costume Culture
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• v.11 no.5
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• pp.721-736
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• 2003

As for the purposes of the research: First, on the wearers of snowboard wear on the market, I intend to investigate contents related with purchase, price, brand, style, etc., and grasp requirements and complaints. Second, I intend to know the evaluations of users according to itemized questions on the snowboard wear on the market. Third, I like to provide basic materials by investigating itemized requirements for the development of snowboard wear. On the male & female snowboarders on a skiing ground, I carried out a preliminary investigation in December, 2001, and a main investigation from January to February, 2002. The results are as follows: 1. Many of them purchased imported quality goods, and the rate purchase was high between 20～25 year. Loose two-piece suits of different colors were preferred. The most uncomfortable part proved to be a neck part. 2. The degree of general satisfaction with the snowboard wear on the market was 4.60. And in terms of itemized evaluation, dissatisfaction was found in Clothing construction, facility of laundry and handling, price and brand rather than in style, fiber composition and tactile sensation. 3. In the investigation of the requirements in case of snowboard wear development, the most common requirement was the facility of action. I believe this should be met by study on the choice of pertinent margin and the pattern development.

• International Journal of Costume and Fashion
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• v.18 no.2
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• pp.65-83
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• 2018

The purpose of this study was to explore the dynamics of the newly emerging designer fashion market and examine how startup designers reacted to the tension between creativity and business, and how they grew within such dynamics. In-depth interviews were conducted with 22 DFE entrepreneurs and 7 fashion industry experts. The grounded theory was used to analyze data and yield results. Korean new generation of DFEs, attracted by the growing online market opportunities are directly distributing through online channels, targeting the millennial consumers who are pursuing new values at new distribution channels. They show new growth pattern, start with a few key items in the middle and lower price segments, then upscale their design, quality, and price. This study further investigated designers' enterprise orientation shift, which was explored by Mills. Some creativity-oriented designers encountered difficulties in the orientation shift, while designers who demonstrated business characteristics from the startup stage restored the balance by trying to improve both creativity and business. This study discovered a new way for the designer to enter the growth stage. This growth approach is one of the success strategies applicable to designers launching a brand on online platforms in the global market.

• The Research Journal of the Costume Culture
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• v.27 no.3
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• pp.206-221
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• 2019

This study examined the causal relations among brand personality, brand identification, and brand equity of Korean SPA brands that target Chinese consumers. Data were collected from 600 Chinese consumers residing in Beijing and Shanghai from August 15th to August 30th of 2015 by using convenience sampling; 561 of the questionnaires were used in the statistical analyses. Structural equation models were employed using AMOS 22.0. The results were as follows. First, the factors of Korean SPA brand personality, such as sophistication, competence, tenacity, and interest, exerted significant influences on the brand identification, while honesty had no significant influence on brand identification. Second, brand identification had significant influence on brand awareness, brand image, and brand loyalty. Third, brand awareness showed significant influence on brand image and brand loyalty. Fourth, brand image had significant influence on brand loyalty. These results indicated that brand equity can be strengthened by enhancing brand identification with the proper brand personality. This demonstrates that if Chinese consumers can associate Korean SPA brands with a sophisticated, attractive image, brand identification may be improved and brand equity may be strengthened in the long run, providing basic data for establishing efficient marketing strategies for Korean SPA brands in the Chinese market.