• 한국의상디자인학회지
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• 제11권3호
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• pp.87-99
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• 2009

The purpose of this study was to find out criteria for classifying fashion brand from the consumer point of view. This was compared with the viewpoint of fashion business practice in order to develop strategy of fashion brands and to manage brand effectively and systematically, and to suggest theoretical frame for application of these criteria. This study was researched as the succeeding study of a model of criteria for classifying fashion brands from the viewpoint of fashion business practice. Survey was used as a research method. The subjects were 422 women who were 20-30 years old and living in and near Seoul. Questionnaires were developed based on 37 fashion brands' classification criteria by means of pre-survey, and SPSS package and LISREL program were used to analyze the data. As a result of factor analysis considering 37 classification criteria, 8 factors were identified as classification criteria. They were as follows; the level of brand form, the level of product concept, the level of management item, the level of brand sales ability, the level of customer management, the level of brand advertising and awareness, the level of brand value, and the level of product lead ability. All of criteria were correlated to each other. The effective method to classify fashion brands was proposed by establishing the model of the relationship of the values of 7 criteria and by proving it with the structure equation model analysis. The model of criteria for classifying fashion brands that was suggested on this study was proved by the structure equation model analysis. In this study, from a consumer's point of view we suggested a theoretical framework describing which criteria would be selected to classify and utilize fashion brand market. This model can be used to select the most efficient classification criteria and classify them hierarchically instead of selecting only one among some factors that complex and interactional and classifying.

• 한국의상디자인학회지
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• 제4권3호
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• pp.33-42
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• 2002

The purpose of this study was to find out criteria for classifying fashion brand from consumer point of view in order to develop strategy of fashion brands and to manage brand effectively and systematically, and to suggest theoretical frame for application of these criteria. Survey was used as a research method. Subject were 422 age of 20-30 women living in and near Seoul. Questionnaires was developed to based on 37 classification criteria, and SPSS package program were used to analyze data. The results of this study were as follows: First, factor analysis considering 37 classification criteria identified 8 factors as classification criteria. They were the level of brand form, the level of product concept, the level of management item, the level of brand sales ability, the level of customer management, the level of brand advertizing and awareness, the level of brand value, the level of product lead ability. Second, the most important factor was the level of customer management, but comparatively factor of the level of brand sales ability the level of brand value was less important. Third, consumer cognized difference of criteria for classifying fashion brands. And the level of product lead ability was the most important factor in women's wear category and the level of brand form was in general casual wear category.

• 복식
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• 제53권5호
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• pp.155-169
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• 2003

The purpose of this study was to find out criteria for classifying fashion brand from the viewpoint of fashion business practice in order to develop strategy of fashion brands and to manage brand effectively and systematically, and to suggest theoretical frame for application of these criteria. Survey was implemented for this research. 388 Data from the people who works for merchandising, sales or design in fashion business company was analyzed. Questionnaires were developed based on 37 fashion brand classification criteria. SPSS package and LISREL program were used to analyze data. Factor analysis, one-way ANOVA, $$\mu$tiple response analysis, correlation analysis, and structure equation model analysis were applied. The results of this study were as follows First, factor analysis considering 37 classification criteria identified 7 factors as classification criteria which can be used effectively by fashion business company. Second, in two cases, based on the job description and the responsible items, analysis showed that importance of the 7 classification criteria factors was different. And all of 7 criteria were correlated to each other. Third, the effective method to classify fashion brands was proposed by establishing the model of the relationship among the values of 7 criteria and by proving it by the structure equation model analysis. And the two types of the courses to classify fashion brand were shown. Forth, according to the evaluation of these criteria in the importance of appropriateness and difficulty of implementing, classification criteria factor of "the level of product concept" was found to be very effective and "the level of brand value" was ineffective to apply.

• 한국복식학회:학술대회논문집
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• 한국복식학회 2004년도 The 21st International Costume Congress
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• pp.358-359
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• 2004

• 한국복식학회:학술대회논문집
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• 한국복식학회 2002년도 International Costume Conference
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• pp.63-64
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• 2002