• Human Ecology Research
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• v.59 no.3
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• pp.311-324
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• 2021

The purpose of this study was to reveal the effects of internal characteristics, such as fashion involvement, personality characteristics, and customer orientation of fashion brand salespeople on the core sales tasks, and how the core sales tasks and internal characteristics differ depending on differences in the way salespeople are remunerated. The data were collected as a questionnaire to fashion brand salespeople in Gwangju from September to October 2020. Using 235 responses, the data were analyzed with SPSS 21.0 for frequency analysis, reliability analysis, t-test, factor analysis, and regression analysis. The research results were as follows. First, fashion involvement comprises factors such as 'fashion passion and sense'and 'fashion trend interest', and the greater the 'fashion passion and sense', the better the 'sales management'and 'customer relationship management'jobs. Second, 'esthetic openness', 'responsibility' and 'extroversion' of the big five personality characteristics have a positive impact on 'sales management' and 'customer relationship management' tasks. Third, customer orientation comprises factors such as 'customer-centric understanding'and 'gain customer trust', the greater the customer-orientation, the better the 'sales management'and 'customer relationship management'tasks. Fourth, according to the position of the salesperson, the group of professional salespeople at manager level had high responses in core sales tasks, fashion involvement, customer orientation, and characteristics such as 'agreeableness', 'esthetic openness', and 'responsibility'.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.2
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• pp.123-133
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• 2013

The purpose of this study is to find out how female immigrants are interested in beauty and how fashion affects their fashion management behavior. First, the correlation between interest in beauty and fashion behaviors showed that every factor has a positive relationship with each other. Self-interest, which is one of the two sub-factors of interest in beauty, showed a particularly strong correlation with interest in orientation towards fashion. Interest in appearance education, which is one of the two sub-factors of interest in fashion, showed a strong relationship with interest in orientation towards fashion, proving that the more one is interested in appearance-related education, the more she follows fashion trends. This suggests that caring for appearance and fashion trends have a strong relationship. Second, looking into the effect of interest in beauty and fashion on fashion behaviors, it turned out that only personal interest, out of the two sub-factors of interest in beauty, affected pursuit of fashion sense, out of the two sub-factors of fashion behaviors; interest in appearance education rather than interest in orientation towards fashion affected pursuit of fashion sense; interest in orientation towards fashion affected caring for one's appearance.

• Fashion & Textile Research Journal
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• v.10 no.4
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• pp.526-536
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• 2008

This study is to analyze and examine the relations of lifestyle, fashion behavior, and make-up behavior of post digital generation and to provide the basic data which help to establish and perform the distinctive marketing strategies targeting the post digital generation. Subjects were 1,460 male and female undergraduates who attend colleges or universities in Seoul, Busan, and Daegu. Average, standard deviation, MANOVA, and ANOVA were conducted using SPSS 12.0 statistic program. The results were as follows: The higher points the group got in all the subfactors regarding information seeking pursuit and sensation intention fascination pursuit, the higher points the group had in the subfactors of fashion behavior and make-up behavior. The group with higher fashionenjoyment pursuit appeared to seek after more brand price choice behavior, internet shopping purchasing behavior, fashion information source seeking behavior, and impulse buying behavior in the subfactors of fashion behavior as well as more self-satisfaction appearance orientation and fashion information buying orientation in the subfactors of make-up behavior. With the group in pursuit of more multi activities, not only were brand price choice behavior and fashion information source seeking behavior in the subfactors of fashion behavior sought after more, but self-satisfaction appearance orientation and fashion information buying orientation in the subfactors of make-up behavior were pursued more as well. The more interpersonal relations the group had, the more self-satisfaction appearance orientation and fashion information buying orientation in the subfactors of make-up behavior as well as the more brand price choice behavior, fashion information source seeking behavior, impulse buying behavior, other-regarding behavior and independent buying behavior in the subfactors of fashion behavior the group had.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.9_10 s.157
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• pp.1423-1433
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• 2006

The purpose of this study is to explore the impact of window information on consumers' willingness to visit a fashion store according to their clothing shopping orientation. The sutjects of the research are conveniently selected females over the age of 20 living in Busan. A total of 202 questionnaire are collected far data analysis. The results of this study are as follows: 1. The factor analysis to identify the clothing shopping orientation showed four factors, such as hedonic, planned, independent/loyalty, and impulsive/convenience. A cluster analysis conducted by the four factors resulted in four patterns - utilitarian shopping orientation group, impulsive/convenience shopping orientation group, hedonic shopping orientation group, independent/loyalty shopping orientation group. 2. The window information conducted by factor analysis were divided into the four levels-product information, promotion information, fashion information, and store image. 3. A one-way ANOVA analysis carried out to find the window information effects among the groups revealed that there were significant differences in the factors of promotion information, fashion information, and store image. 4. Multi-regression analysis was conducted in order to find the impact of window information on the consumers' willingness to visit a fashion store. As a result, fashion information had the most impact on utilitarian shopping group, while product information, promotion information and store image had a great impact on impulsive/convenience shopping orientation group, fashion information and store image had the most impact on hedonic shopping orientation group.

• The Research Journal of the Costume Culture
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• v.30 no.1
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• pp.121-144
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• 2022

This study analyzed the effects of fashion creators' innovativeness and attractiveness on consumer response and orientation toward a sustainable relationship in personal media. A survey was conducted with consumers aged in their 20s and 30s who had experience in sharing video content or writing comments and participating in fashion creators' real-time broadcasting of personal media. The results show that the innovativeness of fashion creators was classified into originality, opinion leadership, variety, and adventurous spirit, while attractiveness was classified into physical, social, and professional attractiveness. Consumer responses were classified into either emotional or cognitive responses, and sustainable relationship orientation was classified into communication, sharing, and relationship sustainability. The originality and variety of the fashion creators positively affected the emotional and cognitive responses of consumers. Adventurous spirit positively affected emotional response, whereas opinion leadership positively affected cognitive response. In addition, the social and professional attractiveness of fashion creators positively affected consumers' emotional and cognitive responses. Emotional and cognitive responses positively affected consumers' sustainable relationship orientation. The originality and opinion leadership of the fashion creators positively affected the three factors of sustainable relationship orientation, while variety positively affected communication and relationship sustainability. Fashion creators' social and professional attractiveness positively affected the three factors of sustainable relationship orientation, and physical attractiveness positively affected relationship sustainability. The results of this study are expected to provide useful data on the direction of fashion startups using personal media and marketing as well as distribution strategies in the fashion industry.

• Journal of the Korea Fashion and Costume Design Association
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• v.24 no.4
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• pp.101-116
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• 2022

The purpose of this study is to understand the trends of fashion mask designs as a fashion item with characteristics to protect individual health and safety from harmful environments. To this end, the concept, the trend analysis of the domestic and foreign mask markets, the type, characteristics of functional masks, and the design trend of fashion masks were analyzed. Research methods included case studies and literaturte on mask design, fashion magazines, fashion brand websites, fashion collections, and promotional material. First, masks for personal safety were classified as protective function masks from the natural environment, functional masks by industrial groups, masks for protective functions from biohazards, and masks for protective functions from various external activities. Through this analysis, the design trends of fashion masks were analyzed. The functional orientation of structure and functionality, the environmental orientation of sustainable eco-friendly methods, the fashion orientation of individual fashion styling, and the social functional orientation tend to transmit social messages. In the harmful environment of everyday life, items such as fashion masks with functionality and fashion characteristics should be continuously studied to integrate functional and design characteristics that can contribute to the future fashion industry and the fashion market as a sense of unity and responsibility.

• Korean Journal of Human Ecology
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• v.23 no.1
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• pp.85-99
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• 2014

The purpose of this study was to classify individualism-collectivism orientation into groups and analyze the difference of fashion leadership and expected values of appearance management by the groups. Questionnaires were administered to 376 adults in 20's and 30's living in Deagu and Kyungbook area through June 10~June 20, 2013. Frequency, factor analysis, reliability analysis, cluster analysis, correlation analysis, ANOVA, Duncan-test, t-test, and $X^2$-test were used for data analysis. Survey method was used to collect data for this study and the measures such as individualism-collectivism orientation, fashion leadership and expected values of appearance management consisted of 5-point Likerties scale. Individualism-collectivism orientation was categorized into collectivism, competition consciousness, love of family, and individual focus. Fashion leadership were found as opinion leadership, double leader, and innovator. Expected values of appearance management were found as pleasure/individuality, other consciousness, and conformity. This indicates that women showed high opinion leader, double leader, and innovator of fashion leadership and pleasure/individuality, and conformity of expected values of appearance management while men care more about competition consciousness, love of family, and individuality focus of individualism-collectivism orientation. Individualism-collectivism orientation showed significant correlation with the sub-variable of fashion leadership and expected values of appearance management. Individualism-collectivism orientation were classified into three groups such as competition collectivism, individuality, and low individual-collectivism. A test of significance in groups was determined by demographic variables like gender, age, occupancy and monthly income. Groups showed significant difference in fashion leadership and expected values of appearance management.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.6 s.154
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• pp.939-947
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• 2006

The purpose of this study was to identify the relationships between vanity and materialism and fashion orientation. This study identified underlying factors of vanity and then grouped respondents into clusters based on the low factors of vanity. This study also examined their materialism and fashion orientation according to clusters. Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and 313 questionnaires were used in the statistical analysis. In analyzing data, factor analysis, cluster analysis, t test, correlation, and one-way ANOVA were conducted. Regarding vanity, low factors, 1) a concern id. physical appearance, 2) a positive view of physical appearance, 3) a concern for achievement, and 4) a positive view of achievement, were identified. Correlation analysis showed all four factors of vanity were significantly related with underlying dimension! of materialism and fashion orientation. Based on the factor scores, three clusters were identified. There were also significant differences in the dimensions of materialism and fashion orientation according to the clusters.

• Journal of the Korean Society of Costume
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• v.56 no.5 s.104
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• pp.150-162
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• 2006

The purposes of this study were to identity the effects of shopping orientation and fashion propensity on imported cosmetics repurchase intention of single women. Self-administered questionnaire was used for data collection from 310 single women aged 25-34. The results were as follows: 1. The factors of shopping orientation of single women were pleasure, ostentation, economy, individuality, convenience of location, and convenience of service. And the factors of fashion propensity were fashion interest and fashion leadership. 2. Single women with higher pleasure pursuit were younger, spent pocket money and purchased imported cosmetics more. Ostentation pursuiters had higher incomes, but economy pursuiters were younger, spent pocket money and purchased imported cosmetics less. Individuality pursuiters were older, and spent more pocket money and posessed imported cosmetics more. Convenience of location pursuiters posessed more imported cosmetics, but convenience of service pursuiters were highly educated. Single women with higher fashion interest were younger, higher income and education level, and posessed imported cosmetics more. And single women with higher fashion leadership were highly educated and purchased imported cosmetics more. 3. Imported cosmetics repurchase intention were effected by pocket money, purchasing power and amount of imported cosmetics, pleasure pursuit, fashion interest positively, but economy pursuit negatively.

• Journal of the Korean Society of Costume
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• v.60 no.2
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• pp.114-129
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• 2010

The purpose of this study were to identify shopping orientation for fashion outlet consumers and its significance in influencing brand loyalty and shopping satisfaction. This study will propose results which help to better understand shopping orientation of fashion outlet consumers. A questionnaire was administered to 326 20s male and female living in Daegu Gyeongbuk during October of 2008. Data were analyzed by using Factor analysis, Reliability analysis, t-test and Regression analysis. The results of the research are as follows: First, The shopping orientation could be into 5 dimensions: pleasure tendency, fashion tendency, name brand tendency, prudence buying tendency, economic tendency. Brand loyalty were factor analyzed resulting three factors such as brand loyalty, brand care and brand knowledge. Brand loyalty factors of brand loyalty and brand knowledge had a positive effect on fashion tendency, name brand tendency. Brand care has a positive effect on name brand tendency and economic tendency. Second, Shopping satisfaction were factor analyzed resulting five factors such as product, store atmosphere, service store reputation, location convenience and price. Outlet product had a positive effect on fashion tendency, name brand tendency, prudence buying tendency and while all other factors showed a positive effect on preferences to follow trends. However, outlet price had a positive effect on only those consumers possessing a economic tendency.