• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.894-906
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• 2013

The Chinese fashion market is a fierce battlefield for foreign brands and domestic brands. This research carefully analyzed several effects based on theories related to the country of origin for brands and consumer attitudes. All data were collected by a questionnaire distributed to Chinese consumers who have experienced global fashion brands. Data collection was conducted in March 2011. A total of 382 complete responses were used for the analysis. The results were as follows: First, for Chinese brands, there was a direct consumer ethnocentrism (CET) effect on brand attitudes. Second, CET showed no effect for European brands; however, conspicuous consumption had a significant positive influence. Third, there existed direct effects of CET and economic animosity on brand attitudes for brands from an unfriendly country. There was a positive moderating effect of conspicuous consumption on the association between CET and Japanese brand attitudes; in addition, a negative situation perception aggravates the negative relationship between economic animosity and Japanese brand attitudes. The results of the study can help marketers obtain more specific knowledge of brand attitudes for target consumer groups as well as enable them to plan and implement well-suited strategies for fashion businesses in China.

• Journal of the Korean Society of Costume
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• v.65 no.6
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• pp.36-47
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• 2015

The purpose of this study is to provide essential information conducive to designing efficient cycling apparel for everyday wear. To this end, this study identified key situations that cyclists face while riding their bicycles as well as clothing functions that are necessary for each situation. Furthermore, this study also analyzed the current trends in cycling apparels and hybrid designs. In order to analyze the current trends of clothing functionality in domestic and foreign cycling apparel brands, the researchers of this study first reviewed existing literature on the functionality of cycling clothing. Then a focus group, which comprised of two experts in cycling fashion brands and fourteen consumers, was formed and in-depth interviews were conducted to identify the major conditions related to bicycle riding. Based on the results of the interview, the study, then, classified 700 images of cycling clothing from exhibitions and 1,541 images of cycling clothing that were launched by domestic and foreign fashion brands. The results of this study were as follows. First, there were three major conditions in bicycle riding: night riding, weather changes and riding convenience. Second, functionalities required for each riding condition were as follows: visibility for night riding, comfort, waterproofness and heat preservation properties for weather changes, and elasticity, protective properties and storage capacity for riding convenience. Finally, hybrid designs for each riding condition were different from general designs.

• Journal of the Korean Society of Costume
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• v.50 no.3
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• pp.161-178
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• 2000

This study intended to provide the visual basic data of efficient fashion advertising for Missy Brands in the 21 th by investigating and analyzing the creative strategy related to expression of fashion advertisement. The Research methdologies were as follow. First, the change of domestic advertising industry, theoretical background of the creative strategy and the condition and problems in the domestic Missy market were studied through the relevant fashion advertisement and periodical publications. Second, the content analysis was done using the advertisement of Missy Brands in Fashion magazine, " ELLE" which were published from 1992 to 1998. (3/6/9/12). The results were summarized as follows: First, the ELLE's analysis results were to increase in number of the advertisements for the teenager Brand fro 1993 and for the I.B.(Imported Brand) or L.B(License Brand) from 1995. As a result of the analyses, we suppose that a number of advertisements are proportional related to the sales of Brands. Second, the re were significant differences between D.B. (Domestic Brand) and I.B(Imported Brand) or L.B.(License Brand ) in the change of creative strategy for Missy Brands advertisements. The creative strategy of D.B. ads was used more importantly in linsuistic message than in visual message. On the contrary, the creative strategy of I.B.(L.B) ads, attached importance to the visual message(photo). Third, the ads of TIME showed ads, effect to have relevance to sales. The creative strategy of TIME ads. appeals to consumer for consistent Brand image, at the same time reflects the distinctive Brand image from the other. This study was suggested the creative strategy change of TIME through the visual data base.data base.

• Culinary science and hospitality research
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• v.22 no.5
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• pp.231-251
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• 2016

This study examined the effect of brand experience and personality on customer-brand relationships, brand attachment, and brand loyalty in domestic and global coffee shop brands. By comparing inter-structural relationships among factors between domestic brands and global brands, this study also provided strategic implications and directions for the effective marketing strategy of coffee shop brands. Data were collected through a self-administered survey of the consumers aged 20's to early 40's who used domestic and global brand coffee shops in Seoul and Kyunggi between August 1, 2014 and August 30, 2014. 500 surveys were distributed and 495 surveys were returned. Among them, data from 493 surveys were used for the analysis. The results from this study are as follows. First, it was found that the Think of experiences in coffee shop had a greater effect on consumer-brand relationship than the Sense-Feel. Second, the Sophistication of brand personality in coffee shop had a greater effect on consumer-brand relationship than the Excitement. Third, only Think of experience in coffee shop significantly impacted brand attachment, but Sense-Feel did not impact brand attachment. Fourth, only Excitement of brand personality in coffee shop significantly impacted brand attachment, but Sophistication did notact on brand attachment. Fifth, the consumer-brand relationship had a greater effect on brand loyalty than did brand attachment. Finally, the differences from a comparison analysis of domestic brands and global brands of coffee shop are as follows. In domestic brands, only the Sophistication of brand personality in coffee shop significantly impacted consumer-brand relationship. In global brands, the brand personality in coffee shop did not impact on consumer-brand relationship.

• Fashion Information and Technology
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• v.13
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• pp.23-33
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• 2016

• Korean Architects
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• s.606
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• pp.35-37
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• 2019

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.1
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• pp.135-147
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• 2016

The purpose of this research is to study the semantic characteristics of outdoor brand names by analyzing 94 brand names in domestic market, so as to propose ways to develop strategic brand names. The results are as follows. When it comes to outdoor brand products, the emphasis is placed on their functional features. Thus, the majority of outdoor brands surveyed in this Study were using strategic descriptive brand names which clearly denote the properties and effects of the relevant products to leave lasting impressions on consumers'minds. In other words, the outdoor brands surveyed herein were using brands which inform consumers of the specific business and product categories, express the concept of the brands, and provide them with information on the features and benefits of the products such as high quality, high-class, and luxurious lifestyle. In conclusion, the components of outdoor brand names are crucial elements which symbolize the concepts, functions or features of the relevant brands. In order to develop brand names consisting of components which build brand powers and enhance brand images, it is imparetive to develop more unique and characteristic brand names.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.6
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• pp.838-851
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• 2015

This study explores the level of designer brands' market oriented attitude through a conceptual framework of market orientation. Designer brands have rapidly increased in the Korean fashion market with a competitive environment that pushes designers to improve market oriented attitudes and strategy. Designers working for 20 brands that the government designated as 'promising creative designer brands' were invited for in-depth interviews, 19 designers from 18 brands participated in this study. The generation of market intelligence that composes market orientation meant that the designers were confirmed to collecting different types of information according to information sources. They showed interest in collecting information on the exploration of design trends from overseas designers as well as operational and managerial information from domestic designers. Fashion-related stakeholders mainly collected feedback on design concepts from the press and public institutions. They collected customer feedback from buyers; however, appropriate feedback was inadequate. Designers generally appeared to place less value on the collection of customer responses and opinions; however, two groups of designers showed customer-oriented attitudes according to accumulated experience. The market-oriented attitude of top designers had an important role in designer brands; consequently, top designers should be properly trained to improve market-oriented attitudes to increase market performance.

• Journal of the Korean Home Economics Association
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• v.33 no.1
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• pp.61-70
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• 1995

The purpose of this were 1) to classify patronage consumer of outlet store related to types of outlet store, 2) to investigate differences among groups in 4 variables(importance of store attributes, shopping orientations, and the use of information source, demographic variables). The questionnaire was administered to 344 women living in Seoul, and the methods used to analyze the data were Frequecy, Factor analysis, ANOVA, F-test, and X2 test. The results were as follows: 1) outlet store consumers were classified into 3 patronage group: patronage group of outlet store for imported licence brands, for domestic brands, and for famous brands in off-price store system. 2)There were some significant differences among 3 groups. Those who patronize outlet store of imported licence brands were most likely to give importance on exclusiveness of store, to be brand loyal/conscious, not to enjoy classical style, to use information of fashion publications/TV, observations, and to be highly educated.

• Korean Journal of Agricultural Science
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• v.38 no.3
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• pp.593-606
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• 2011

Brand is becoming more important as a way to achieve differentiation since consumers tend to buy brands not products. This study primarily aims to determine the critical success factors of two world famous fruit brands, Sunkist and ZESPRI, and to present management strategies to enhance the value of domestic fruit brands. The lessons learned from the case studies of Sunkist and ZESPRI reconfirm the importance of essential factors for a successful fruit brand, that is, quality control, steady supply, advertising and promotion, recipes and processed products, handling items and regional boundaries.