• 한국의류학회지
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• 제39권2호
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• pp.175-189
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• 2015

This study empirically confirmed how an art infusion into fashion products affect consumer's preference through Study 1 and Study 2. Study 1 examined the effect of an art infusion and the difference of an art infusion effect according to self-monitoring scale by designing groups composed of 2 (art infusion: infusion versus non-infusion) ${\times}2$ (self-monitoring: high versus low). Study 2 examined the difference of an art infusion effect according to the luxury level of fashion brands by designing groups composed of 2 (art infusion: infused versus non-infused) ${\times}2$ (fashion brand luxury levels: high versus mid versus low). This study was conducted using a convenience sample of women in their 20s and 30s residing in the Seoul and Daegu region. In Study 1, 162 participants were randomly assigned to two experiment situations of art infusion. In Study 2, 192 participants were randomly assigned to six experiment situations of art infusion and luxury level of fashion brands. For the data analysis, we conducted reliability analysis, two-way ANOVA and simple main effect analysis using SPSS 18.0 statistics package. The results of Study 1 and 2 are as follows. First, consumer's preference was shown to be higher for fashion products with art infusion rather than fashion products without art infusion. Second, the positive effect of art infusion on consumer's preference was significant in the group of high selfmonitors. But there was a non-significant effect of art infusion in the group of low self-monitors. Lastly, the positive effect of art infusion on consumer's preference is higher in the case of a mid-level luxury brand rather than in the case of a high-level luxury brand and low-level luxury brand.

• 복식
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• 제66권1호
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• pp.13-27
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• 2016

There are differences in preference according to the brand signal explicitness when selecting fashion luxury brand, and the purpose of this study is to verify the moderating effects of self-construal and implicit theory in relation to those preferences. This study divided the experiment design into two $2{\times}2$ mixed design studies: Study 1 and Study 2. The study 1 was composed of the following factors: brand signal explicitness(subtle vs. explicit signal) and self-construal(independent vs. interdependent self-construal). Study 2 was composed of the following factors: brand signal explicitness( subtle vs. explicit signal) and Implicit theory(entity vs. incremental theorist). Convenience sampling was conducted to find the subjects of study 1 and study 2. Study 1 analyzed data from 172 women in Seoul, Gyeonggi-do and Busan who prefer luxury brand, and study 2 used data from 138 women. The results of this study are as follows. 1) Independent self-construal primed group was shown to prefer subtle signal product to explicit signal product, whereas interdependent self-construal priming group preferred explicit signal product to subtle signal product. 2) The entity theorist to prefer explicit signal product to subtle signal product. On the other hand, the incremental theorist did not show significant difference in the preference between subtle and explicit signal products. Therefore, the results of the present study shown the importance of understanding consumers through the difference depending on consumer inclination and psychology, recommending preferred luxury brand according to the inclination of the target customers, and establishing segmented marketing strategy to captivate consumers with these various characteristics.

• 패션비즈니스
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• 제28권1호
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• pp.68-82
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• 2024

The fashion industry has been placing great importance on establishing and communicating brand identity in response to the rapidly changing landscape of consumer preference and media development. This study aimed to explore effective communication methodologies for building a strong brand identity for domestic designer fashion brands. To achieve this, trends in the domestic fashion industry were categorized, and key words were derived to develop three new communication methodologies through an analysis of 10 domestic brand cases. This study confirmed that a strategy that focuses on forming emotional relationships with consumers is essential for establishing brand identity. To this end, the proposed communication methodologies include the following: First, delivering sustainable messages through emotional storytelling, which is a key approach for building emotional bonds with consumers. Second, expanding the brand experience to elicit positive responses from consumers by immersing them in special situations to experience brand identity. Third, brands can enhance consumer brand loyalty by fostering continuous relationships with consumers and cultivating brand culture through omnichannel strategies that encompass both offline and online channels. Consequently, this study presents practical strategies for various fashion brands along with theoretical contributions to domestic fashion brand startups and brand identity construction. With these strategies, it is anticipated that brands will establish clear and specific content and build a stronger brand identity by engaging in diverse communication methods that offer consumers sustainable values and brand experiences.

• 복식
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• 제54권1호
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• pp.53-68
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• 2004

The purposes of this study were to classify the contents of lifestyle of adolescence consumers, to examine the differences of lifestyle, importance of store attribute, preference of fashion store according to demographic variables, to test preference of fashion store and lifestyle, preference of fashion store, and to examine how the preference of fashion store was influenced by lifestyle, importance of store attribute, and demographic variables. Subjects were 317 adolescence consumers(13-24 years) in Seoul, Korea. Preference of imported & brand goods, orientation of fashion & beauty life, and family orientation had a direct effect on preference of department store($R^2$=.129). Sex had an indirect effect on preference of department store through orientation of fashion & beauty life. Search of video media & information and age(-) had a direct effect on preference of entertainment shopping center($R^2$=.150). Orientation of fashion & beauty life(-), sales promotion, sex, and reasonable consumption had a direct effect on preference of discount store(R =$^2$.109). Sex(-) had an indirect discount store through orientation of fashion & beauty life, and sex(-), search of video media & information, age(-), and reasonable consumption did through sales promotion. Sales promotion, preference of imported & brand goods(-), and store atmosphere(-) had a direct effect on preference of traditional market($R^2$=.060). Sex(-), age(-), search of video media & information, and reasonable consumption had an indirect effect on preference of traditional market through sales promotion, and search of video media & information, reasonal consumption, and acceptance of foreign culture did through store atmosphere.

• 패션비즈니스
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• 제7권3호
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• pp.24-35
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• 2003

This study is intended to figure out marketing strategies of women clothing brands which are remarkably preferred and recognized among Chinese women in their twenties by analyzing and comparing the features of products between Chinese fashion brands and Korean brands. This study result is follow as: 1. As the result of women fashion brands in China, it became certain that the differentiation policy of each brand and the strategy of development design reflected the needs of Chinese consumers in 20s were preferred in Chinese fashion market. 2. As the result of comparing and analysing the strategy of Korean brands' clothing product entered China market, some of them reflected well Chinese women' inclination who are in their twenties. Therefore with the proper positioning and the strategy of actual place, those Korean brands are prominently preferred. However others can not be the leading brands because of supplying inharmonious basic-style product with the preference of Chinese women in 20s.

• 패션비즈니스
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• 제10권2호
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• pp.117-146
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• 2006

The brand equity is defined differently as each view of careers such as consumers, producers, distributors, however, the brand loyalty can be thought to be made from consumers, which means that it can be more reasonable to be looked into as part of consumer rather than financial affairs or account. The brand equity based on the customers' perception can be called the preference that it be made after the presence of brand. The value of the brand that consumers feel emotionally is as important as the value of the brand in the real market. It is possible to increase the brand loyalty in the future by the consumers' inclinable feeling to the brand. This inclinable feeling to the brand can be connected to the purchase, however, it shows that the importance of consumer's emotional attitude to the brand is less considered in the existing studies. This study showed that the brand awareness and the brand experience after using it, the identity as perceived quality, brand personality, consumption emotion, the brand image and how the consumer emotionally feel the brand, the brand loyalty for fashion brand. The purpose of this study was how to build the value of the fashion brand equity after investigating into those factors.

• 한국의류학회지
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• 제32권11호
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• pp.1659-1668
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• 2008

The purpose of this study was to examine the impact of advertising expressive factors on brand equity and to investigate the role of brand personality as a factor mediate variable. The subject used for this study were 352 female university students. The data was analyzed by descriptive analysis, correlation analysis and confirmatory factor analysis using SPSS program and Amos program. As the result, model fit index showed $X^2$=57.824, df=19, GFI=0.969, CFI=0.959, NFI=0.942, and RMSEA=0.076, providing good model fit. Out of the advertising expressive factors, sophistication and model preference factors gave impact on brand personality. Also, among advertising expressive factors, novelty, sophistication, model preference, information factors affected brand equity. Finally, brand personality influenced on brand equity. Brand equity was affected directly by advertising expressive factors. It was also affected by brand personality which is a mediate factor between advertising expressive factors and brand equity. The results of this study would provide advertising strategy for fashion brand.

• 한국의상디자인학회지
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• 제14권1호
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• pp.69-80
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• 2012

This research is to figure out how people recognize and perceive on cosmetic attributions of imported brand and domestic brand. In other words, we are trying to analyze the brand images and figure out how they are different in demographic perspective. For this research, this research has been fulfilled from September 20th 2011 to November 5th. We have surveyed women with age between 20's to 50's. With 477 data, we have analyzed by using SPSS 18.0 Version of statistic package. We have used frequency analysis, t-test and one way ANOVA (chi-square test) for data processing method. By comparing and analyzing the 16 attribute types of imported and domestic cosmetics, there were no attention difference on 7 questionaries' but there were attention difference on 9 questionnaires'. 5 questionaries' which show higher recognition on domestic brand of cosmetic than imported brand were shown. 4questionaries' which show higher recognition on imported brand of cosmetic than domestic brand were shown. By examining the different recognitions between domestic brand and imported brand of cosmetics in demographic perspective, it did not show any attentive difference on domestic brand by district residence, age, academic ability, marriage, occupation and monthly income average. But it showed attentive difference on imported cosmetic brand. It showed that people who live in capital region, with younger age and who have not been married have high rate of preference on imported cosmetic brand. It also showed that people who have higher academic ability and with higher monthly income average have high rate of preference on imported cosmetic brand. Especially, specialized job showed highest preference.

• 패션비즈니스
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• 제7권4호
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• pp.93-104
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• 2003

This study investigated clothing shopping propensity and consumer awareness of Chinese adult men to provide necessary basic data for effective construction to cope with inroads into Chinese men's wear market. Research subjects were Chinese men in big five city (Beijing, Shanghai, Dalian, Harbin, Guangzhou). Returned 863 questionnaires were analyzed by mean, factor analysis, ANOVA, Duncan's Multiple Range, regression analysis with SPSS 10.0. Results of this research were as follows: 1. Chinese men's apparel shopping propensity factors were analyzed by four groups, such as fashion toward propensity, consume propensity, brand loyalty propensity, and casual preference propensity. 2. Consume propensity among 4 factors influenced most on consumer buying awareness. Brand loyalty propensity among 4 factors influenced most on consumer brand awareness. Fashion toward propensity influenced most on consumer fashion awareness. 3. According to region, there were significant differences to four grouped apparel shopping propensities. Harbin, Guangzhou were indicated higher fashion toward propensity than other areas. Guangzhou was indicated higher consume propensity than Dalian. Dalian was showed lower brand loyalty propensity than other areas. Beijing was showed higher casual preference propensity than Guangzhou. According to income, there were significant differences to four apparel shopping propensities. Highest income group was showed higher fashion toward propensity than other income. The higher men earned income, the higher brand loyalty propensity. Highest income group was showed lower casual preference propensity than lowest income.

• 한국의상디자인학회지
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• 제13권4호
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• pp.51-67
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• 2011

The purposes of this study were to segment male university students on the basis of benefit sought in clothing, and to investigate knitwear image preference and purchasing behaviors of each segmented market. The research method was a survey and subjects were 249 male university students in Daejeon and Chungnam province. The questionnaire consisted of measurement items for benefit sought in clothing, knitwear image preference, knitwear purchasing behaviors, and subject's demographic attributions. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, ${\chi}^2$ test, ANOVA and Scheffe test. The results were as follows. First, male university students were segmented into 6 consumer types (practicality pursuit, individuality pursuit, comport pursuit, brand pursuit, social status pursuit, and unconcern type) by benefit sought in clothing. Second, male university students generally preferred dandy image and causal image, however, brand pursuit type more preferred trendy image, and practicality pursuit type more preferred active image than other consumer types. Third, the segmented markets showed many differences on knitwear purchasing behaviors. On clothing selection criteria, practicality pursuit type considered resonable price as important, whereas brand pursuit type considered brand reputation. On fashion information source, individuality pursuit type considered store display and other people's clothing, while unconcern type considered advice from friend and family. On main purchasing place, individuality pursuit type more used speciality store with no brand, whereas brand pursuit type more used department store and brand store than other consumer types. The results of this study supported that benefit sought in clothing can be useful as an effective variable for market segmentation.