• Journal of Fashion Business
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• v.20 no.1
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• pp.53-68
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• 2016

The purpose of this research was to evaluate the possibility of sustainable development of online advertisements conducted by fashion companies. Factors composed of sustainable development indexes of online advertisement that had been developed in previous studies were identified, and then the relevance between purchase intention and advertisement experience was evaluated. An online survey of 573 persons in the 20 to 40 age range who own mobile phone and have experienced online advertisements of a fashion brand or a fashion company was conducted. The data collected from the survey and the results are as follows. First, the validity and reliability from confirmatory factor analysis of six factors (namely, personal information protection, web use infringement, advertisement expression harmfulness, advertisement expression objectivity, emotional responsibility, and environment-friendly) and 21 questions was confirmed. Second, it confirmed that consumers gave low points to the evaluation of sustainable development indexes of online advertisement of fashion companies. In particular, that consumers gave low points with regard to both environmental friendliness and web use infringement. Third, it was identified that personal indexes such as personal information protection, web use infringement, and indexes relating to advertisement expressions do not directly influence the consumer's purchase intention. However, social indexes like emotional responsibility and environmental friendliness do have an influence on the consumer's positive action intention.

• Journal of Fashion Business
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• v.12 no.4
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• pp.46-55
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• 2008

The purpose of this study is to provide the effective internet marketing communication strategy as marketing tools by analyzing the web sites of young casual fashion brands. We've selected 19 young casual fashion brands in 3 department stores and made the classification standard - advertising, promotion, public relation(PR), customer management - and analysed the young casual fashion brands according to 4 classification standard on the web sites. As a result of study, it is found that 19 young casual brands' web sites put an emphasis on activity of customer management and promotion in general. However, they did not conduct the PR and advertising actively compared with other parts. Especially, the promotion strategy occupies more parts than any other parts through the variety of membership card's services. Also they are sending e-mails or providing 1:1(FAQ/Q&A) board to the members as a customer management to be able to help to communicate with customer through the web site.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.3
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• pp.477-488
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• 2009

As the Korean cultural contents, such as drama, films, music, gained popularity in China, Korean fashion brands used Korean celebrities as their models to as a sales promotion strategy for Chinese consumers. With the point of view that the advertising model as a human capital as well, the purpose of this study is to investigate the factors of attributes of Korean celebrity advertising model, and to analyze effects on fashion brand recognition, preference, trust and purchase intention. With convenience sampling, the research surveyed Shanghai consumers in their 20's to early 30's who had purchased Korean fashion items. The 291 responses were analyzed by frequency analysis, reliability test, factor analysis, multiple regression analysis, The results are as follows. Frist, Korean celebrity advertising model attribute factors were divided into similarity, familiarity, popularity, attractiveness and trust. Second, the brand recognition was affected by similarity, familiarity and popularity factors, and the brand preference was affected by similarity, familiarity, popularity and attractiveness factors. Third, the trust of Korean fashion brands was affected by similarity, familiarity, attractiveness, trust, brand recognition and brand preference. Lastly, the intention to purchase Korean Fashion brand was affected by similarity, familiarity, attractiveness, brand recognition, brand preference and brand trust.

• Journal of the Korea Fashion and Costume Design Association
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• v.9 no.1
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• pp.123-140
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• 2007

Fashion magazine advertising is the most excellent source of information in predicting the fashion trend. It plays a pivotal role in setting a direction for the fashion trend in the upcoming season. The purpose of this study was to review by photos of the $pr{\hat{e}}t-{\acute{a}}-porter$ collection shown in LONDON, NEW YORK, MILAN, and PARIS during 2002-2006 A/W and 2003-2005 S/S seasons, being focused on such fashion items published as coat, dress, one-piece, two-pieces(jacket+skirt/pants, blouse+skirt/pants). In the results of this study, designers presented coat(n=144) chiefly, blouse+pants(n=29) were presented few during 2002-2003 A/W seasons. During 2003-2004 A/W seasons one-piece(n=156) was looking bullish, blouse+pants(n=34) were declining. Dress(n=149) was presented mostly, blouse+pants(n=17) was presented few during 2004-2005 A/W seasons. During 2005-2006 A/W seasons coat(n=180) was revived, blouse+pants(n=26) were presented lowly. Therefore designers presented coat(n=605, 28.4%) extremely much during 2002-2006 A/W seasons. Designers presented one-piece(n=109) much, jacket+pants(n=22) were presented few in 2003 S/S. In 2004 S/S seasons one-piece(n=167) was presented vastly different than jacket+pants(n=42). Also one-piece(n=152) was presented mostly, blouse+pants(n=48) was presented few in 2005 S/S seasons. During 2003-2005 S/S seasons one-piece(n=428, 28.2%) was presented most. And designers in these four world fashion centers didn't prefer blouse+pants in A/W seasons and jacket+pants in S/S seasons. Based on the above findings, it could be confirmed that the fashion items trend was almost similar among the four collections of $pr{\hat{e}}t-{\acute{a}}-porter$. The results of this study suggest that the fashion collections are the most reliable information sources for fashion product planning. Lastly, it is hoped that this study will provide for some useful basic data for domestic fashion businesses in producing fashion items.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.4
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• pp.487-497
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• 2000

The purpose of this study was performed 1) to study the differences in advertisement expression and brand preference according to the lifestyle groups of high school girl students(Sports Uninterest Group, Friend Preference/Fashion Uninterest Group, Sports Preference/Horne Oriented Group. fashion Interest Group, and Confidence Group) and 2) to investigate the effects on the brand preference of adolescents of lifestyle, brand and advertisement image and advertisement expression forms. The subjects selected for the final analysis were high school girl students living in Pusan, Seoul and Taejeon, Korea. The statistics used for data analysis were factor analysis, one-way ANOVA, Duncan's multiple range test, stepwise multiple regression, frequency distribution and percentage by the SPSS program. The results of this study were as follows: 1. The preferences of advertising expression forms were significantly different among lifestyle groups: the Friend Preference/Fashion Uninterest Group preferred to sex appealing advertising expression form less than other groups. 2. The brand preferences were significantly different among lifestyle groups: the Confidence Group preferred brand less than other groups in general. 3. The brand preferences were affected by life style, brand and advertising image and preferences of advertising expression forms. And brand image influenced most significantly on the brand preferences.

• Journal of the Korean Society of Costume
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• v.64 no.1
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• pp.18-30
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• 2014

As economy is growing and income level is increasing, more people are pursuing relaxation and leisure in their life. As the sports market in Korea is flourishing, sports wear companies have begun to focus marketing their brand by carefully selecting advertising models in order to get more exposure for their brands. The purpose of this study was to analyze, the effects of the advertising model types had on the company's brand recognition, and consumer subjectivity on consumer's preference and purchasing intention were studied. The subjects for the study were 260 men and women in their 20~30s living in Seoul and Gyunggi province. Three-way ANOVA was conducted for the data analysis. The results showed significant interactions between the three independent variables on preference. Although there were various advertising model types due to the improvement of media, (brand advertisement employing) the well known celebrity model was more effective for raising consumer brand awareness compared to non-celebrity models.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.2
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• pp.333-345
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• 1997

The purposes of this study were 1) to identify the differences between the sexes in the perception of sexuality in jeans fashion advertising, 2) to find out the differences between the high and low sexy advertisements and the differences between the groups which had different orientation of the characteristics of new young generation in preferences of advertisements and intentions to purchase product in sexy fashion advertising. The data were collected using questionnairs which contained nine advertisements of Guess Jeans, from 441 college students (female= 225, male= 216) living in Seoul, Korea participated in the study and the data were and analyzed by paired 1·test and t-test. The results of this study were as follows: First, there were significant differences between male and female in the perceptions of sexuality in jeans advertisements. Second, by paired t-test, male preferred highly sexy advertisement to low sexy advertisement, and female's intention to purchase product was higher in the advertisement of high sex appeal than that of low sex appeal. Third, there were partially significant diferences between two groups which had different orientation of the characteristics of new young generation in preferences of sexy advitisements. The differences of intentions to purchase product between two groups were significant in highly sexual advertising. But in low sexual advertising, the significant differences between two groups were not found in advertisement preferences and intentions to purchase products.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.1
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• pp.66-75
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• 2004

The purposes of this study was to identify the evaluative dimensions of advertising and to examine the effect of evaluative dimensions of advertising on advertising effects(attitude to advertising/buying intention). The subjects used for the study were 202 female university students. Through the pretest, 15 casual wear brand's advertisements were selected and presented as stimuli. The questionnaire was employed and descriptive statistics, factor analysis, t-test, paired t-test and multiple regression analysis were used for data analysis. The results of this study were as follows. First, 5 evaluative dimensions of advertising were identified; model, message, product, brand and image. The dimension of advertising evaluated most positively was image. Second, the dimensions of advertising that significantly affected the attitude to advertising were model, message and image, whereas the dimensions that affected buying intention were product and brand. The influence of the evaluative dimensions of advertising on the attitude to advertising were different according to advertising involvement.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.6
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• pp.929-937
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• 2009

This study was intended to identify the differences in communication effects according to nudity type and discount message use in the context of sex-appeal fashion POP advertising. For the experiment, 8 stimuli were developed as experimental stimuli for the 4 (nudity type (nude, semi-nude, body-consciousness, non nude)) $\times$ 2 (discount messages (available, not available)) factorial design. A total of 280 questionnaires allocating thirty-five students to each group were distributed. The results were as follows. First, there were significant differences in advertising affect, attitude toward advertising, and brand attitude according to nudity type of sex-appeal fashion POP advertising. Second, there was no significant difference in communication effects by discount message use. Third, there was interaction effect according to nudity type and discount message use on the aspect of advertising cognition.

• Journal of Fashion Business
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• v.15 no.2
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• pp.1-11
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• 2011

The purpose of this study is to investigate the influence of the suitability of the chronic regulatory focus and the advertising message type on the evaluation of the beauty product. In addition, feeling right while and individual is reading an advertisement is measured to check the mechanism making the regulatory fit effect. The experimental design was designed with the mixed design of 2(chronic regulatory focus: promotion / prevention, between group) ${\times}$ 2(advertising message type: promotion /prevention, within a group). 100 female university student subjects in their twenties in Seoul and in the metropolitan area were asked to respond to questionnaires in the study. The reliability analysis, T-test, analysis of variance(ANOVA), and analysis of covariance (ANCOVA) on the collected data were done with SPSS WIN 12.0. The results of the study are as follows. First, the regulatory fit effect that when the individual chronic regulatory fit corresponds to the advertising message focus each other in the advertising of a new beauty product, the evaluation on the product is more positive could be checked. The promotion focus message of shampoo, the promotion focus group showed more positive response than the prevention focus group and as for the prevention focus message, the prevention focus group showed more positive results than the promotion focus group so that the effect of regulatory fit appeared. Second, when the regulatory fit effect appeared in the evaluation on the new beauty product, the fit effect on the individual chronic regulatory focus and on the advertising message focus also appeared in the measurement of feeling right. Hence, feeling right could be checked by using the mechanism of the regulatory fit effect.