• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.1
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• pp.170-183
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• 2017

The rapid growth of digital consumption has significantly changed the shopping behavior of consumers. The consumption paradigm is changing; subsequently, an omni-channel has been introduced that empowers consumers to interact with firms through a myriad of touch points in multiple channels. This study is to understand the perceptions and behavioral characteristics of consumers in the purchase process (e.g., information search and purchase phase). A qualitative method was adopted for this study and data were collected through semi-structured in-depth interviews with 15 omni-channel consumers. The results of this study were as follows. At the information search stage, consistency was the most important consideration for consumers who also wanted to retain channel-specific benefits. Consumers also searched for differentiated information among distribution channels. At the purchase stage, participants choose a shopping channel according to shopping values. They utilized newly introduced services (e.g., "online purchase, offline pick-up", FinTech) that combine retail channels. Our findings provide significance in managing omni-channel services. First, it is recommended that fashion retailers provide seamlessly integrated experience to consumer and adopt a consumer-centered channel choice strategy. Second, fashion retailers must maintain a constant attitude toward shopping experience to fashion, such as shopping enjoyment and exclusiveness.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.1
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• pp.136-154
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• 2021

'Slow fashion' has become a hot issue in the fashion world as fast fashion has caused environmental and ethical problems. This study synthesized the characteristics of slow fashion from preceding studies and organized them into four characteristics (craftsmanship, nature-friendly attitude, localism, and pursuit of exclusive value). This study compared designers, John Alexander Skelton and Geoffrey B. Small with four characteristics. First, both designers sought craftsmanship based on tailoring, but Skelton focused on the eco-friendliness of materials, and Small emphasized the development of high-quality fabrics. Second, we found a nature-friendly attitude in both designers, but unlike Skelton, which maintains nature-friendliness in the process of clothing production, Small showed this characteristic through presentations. Third, both designers revealed localism through their affection for the fabrics and culture of each country. Moreover, Small extended its meaning to respect minority tastes. Finally, both designers pursued exclusive values through collections under the themes of class problem, and gender conflicts. However, Skelton melted these topics into British culture and revealed them indirectly versus Small who showed sensitive topics directly in the collections. This study will provide the foundation for analyzing designers through the characteristics of slow fashion, and suggests directions that slow fashion designers should move towards.

• Fashion & Textile Research Journal
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• v.18 no.2
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• pp.244-251
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• 2016

Viscose rayon filament fabrics have been called 'artificial silk' and beloved as summer clothing materials for a long time in Korea. This is because the viscose rayon filament fabrics reveals glossy surface and cool touch feeling compared to other conventional fabrics composed of staple fibers. Therefore, we tried to prepare the higher value added viscose rayon filament fabrics for summer textile products. In this study, we applied gallnut extract to the viscose rayon filament fabric to develop summer fabrics with natural color and multi-functions such as antibacterial and antioxidant properties. This process also pursue eco-friendly and multi-functional fabric finishing from the natural material "gallnut". In addition, various pre-treatment with cationizer, chitosan, or chito-oligomer was applied to the finishing process to improve the finishing efficacy and durability. Consequently, it was found that the active component of gallnut extract was successfully incorporated to the viscose rayon filament fabric through a pad-dry-cure process. And, the treated viscose rayon filament fabrics showed excellent antibacterial and antioxidant properties. Therefore, it was expected that the rayon filament fabrics treated by gallnut extract could be used as effective summer fabrics preventing the growth of bacteria and skin ageing as well as providing cool touch feeling. However, the pre-treatments were not that meaningful on the functionalities but effective on coloring.

• Journal of Fashion Business
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• v.12 no.6
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• pp.34-45
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• 2008

This research was designed to find decision factors through color assortment planning process by Korean women's clothing merchandisers and to look for if there exists difference with American women's clothing merchandisers. A merchandise assortment is a collection of various quantities of styles, colors, sizes, and prices of related merchandise, usually grouped under one classification within a department. The subjects were 20 women's clothing merchandisers who work for clothing retail stores from 5 to 22 years in US and Korea. The authoring process was done for qualitative data analysis. The decision factors of color assortment planning were identified with four stages; information search, qualitative evaluation, quantitative evaluation, and selection. There were differences of color assortment decision factors due to different business types, business sizes, fashion-ability, sourcing ways, and merchandise turnover. Noticeable color assortment decision factor differences caused by country difference were not found except considering the target market ethnicity and skin color in US market. Korea merchandisers seem to be more sensitive to present sales data usages and spot order availability in color assortments because of more local production use than American merchandisers.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.5
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• pp.634-648
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• 2019

Self-service technologies (SST) are rapidly changing the way customers participate in the purchasing process. Academic literature has focused on the acceptance of SSTs. However, this study explored consumer's cognitive response and purchase intentions through service qualities of SST as well as how they are moderated by technology anxiety and other people's presence based on TAM3. An online survey collected 279 consumer panels. All responses were used for the analysis and analyzed statistically through SPSS 23.0. The results indicate that only enjoyment and control had a significant effect on warmth perception; however, all service qualities had significant effects on competence perception. The perceived warmth and perceived competence partially mediated the relationship between SST service qualities and purchase intention. The moderating effect of technical anxiety was shown to be significant in the relationship between perceived competence and purchase intention. In addition, technology anxiety had a moderating effect on the relationship between competence perception and purchase intention only in a public situation.

• Journal of the Korean Society of Costume
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• v.20
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• pp.151-167
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• 1993

The purpose of this study is to systematize the theory of the Fashion Marketing and merchandi-sing system as well as the strategy for the Mar-keting based on the related variable. Furthermore, this study deals with development of the mark-eting strategy to the relation between consumers and industry. The content conclusion on the research can be outlined as follows : 1. In order to inverstigate how the life-style of consumers affects their sense of fashion, awa-reness of brand, and decision making process of purchase, the life-style of women consumers is classified into 15 types. (1) Acording to the different life-style types, and important difference is found in the consum-ers' sense of clothes, a unique image of outfit and its own favorite image of womanliness. (2) The consumer's awareness of a particular brand has a reasonable relationship with their brand preference and possession of the brands. (3) Their is an important discrimination acco-rding to the life-style types in their brand awar-eness and preference and possesion of brands. (4) The consumers of each life-style type show noticeable difference in the decision making pro-cess of purchase including he motive of purchase, the source of information, the cause of purchase intention, price, the frequency of purchase and the degree of satisfaction of purchased goods. 2. The merchandising system and the market positioning among the fashion industry are compared and analyzed in the following terms ; (1-1) For the purpose of establishing the target market strategy, the industry uses unreasenalbe methods to analyze the life-style of the target customers and the real customers(36%) and the aging phenomenon of brands is remarkable : as much as 37% of brands show over 5 years-old age gap. (1-2) The price setting process depends highly on the cost-plus approach. (1-3) In color planning, too many colors are used in every season(the average number is 22.3) and the investigation of the consumers' favorite color is neglected. (1-4) The manufacturers of successful brands are much likely to employ the textile designer and allow them to develop the various fabrication. (1-5) The regular rate of sales in each season is extremely low(56.04%) : the rate of the succ-essful brands is relatively high at 65%, but that of the unsuccessful as low as 51%. (1-6) 47% of brands reveal the designer-orie-nted fashion merchandising system. The successful brands, on the other hand, show a high rate of merchandiser oriented system. (2) Since the brand positioning is highly cen-tered on each brand image, styles and target age, the new data are presented in this study for the new market development. (3) To set up the target market, the mapping of images between the differentiated market and the consumers is suggersted according to the market positioning of industry and 15 types of the life-styles of consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.6
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• pp.796-809
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• 2014

This study identifies formativeness and the Korean consciousness of the vernacular design in a Korean designers' collection in order to discover the internal characteristics of vernacular expression elements. The study is based on a theoretical review and an analysis of cases collected from Korean fashion designers' clothes. Research is limited to international collections of clothes presented by Korean fashion designers since 2,000. The process of Korean vernacular designs in fashion were analyzed for formativeness in form, color, pattern and detail. The research findings identified formativeness and Korean's consciousness of modern fashion designs that reflect vernacular designs as follows. First, they are round, flexible line and shape based on assimilated with nature, rhythmic curve to express life force and asymmetry based on an ecstatic world based on nature. Second, a white color explained the pure mind and racial peculiarities in regards to the five colors that expressed the thinking of traditional rituals such as prayers for comfort of life and ancestor worship. Third, there were patterns around shape of nature, praying, and Korea culture. Finally, there were skills of Korean traditional handcrafts such as embroideries, knit-works, gold foils, and quilts where clothes expressed the hardship of life and strong willpower to overcome. In conclusion, the clothing of Korean vernacular designs contains characteristics such as natural beauty, decorativeness, shamanism, and eclecticism.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.4
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• pp.573-593
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• 2020

This study analyzes consumers' responses toward chatbot services in a fashion retail context. Anthropomorphism and personalization of chatbots are proposed as critical features of a chatbot service that attract positive behavioral intentions from consumers. Social presence, trust, and enjoyment are expected to mediate associations among chatbot characteristics and consumers' acceptance of the service. The experiment was conducted in a controlled laboratory; participants were instructed to engage with a virtual shopping chatbot service via their cell phone and complete a questionnaire online. A total of 189 participants participated in this study along with and four experimental groups of 2 (anthropomorphism: high / low) × 2 (personalization: high / low) were formed with between-subject design. The collected data were analyzed using SPSS 25.0 and SPSS PROCESS Macro programs. The results show that the effect of anthropomorphism and personalization of chatbots on consumers' service acceptance intention when using fashion shopping chatbot service were mediated sequentially by social presence, trust, social presence and enjoyment. This study provides meaningful evidence on the effects of chatbots characterized by anthropomorphism and personalization on consumer responses, acceptance intention and associated psychological mechanisms by expanding the field of consumer behavior into chatbot services.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.1
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• pp.77-90
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• 2015

When enjoying sports activities with friends or others, sportswear has symbolic meanings to express and expect self-concept. Sports players sometimes have trouble when they feel embarrassed by their low skills or care about other people too much. Therefore, researchers tried to find out which feature of sports players affects dependence on brand sportswear along with the effect of wearing conspicuous sportswear on wearer when sports players have a conflict based on Solomon's symbolic interactionism. We proposed that role knowledge and attention to social comparison information (ATSCI) influenced people to depend on and use brand sportswear that influences a reflexive evaluation. Finally, we suggested that a changed self-concept would exert influence commitment to sports. A quantitative study was conducted employing an online survey of 121 people by convenient sampling. In this process, Google Docs was to create the online survey and to collect responses by participants. In data processing, via SPSS 21.0 version for Windows, exploratory factor analysis, Cronbach's ${\alpha}$, ANOVA, t-test, discriminant and regression analysis were conducted to study the relationship between variables. The finding provided evidence that low role knowledge and high ATSCI create high dependence on brand sportswear and influence people to buy sportswear. When people bought and wore a brand sportswear, they evaluated themselves as professional sports players who were more committed to sports. This study confirmed that brand sportswear was useful for sport players to change self-evaluation and enjoy sports.

• Fashion & Textile Research Journal
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• v.4 no.3
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• pp.289-292
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• 2002

'Burn-Out' is a kind of printing process that can create many textural effects, also high added value of the fabrics. In the previous studies, it is examined how to burn out the cellulose part of the velvet and the polyester/cellulosic fiber mixed fabric without damage of the other part and the effects of process conditions. In this study, dyeing properties of the colored burn-out printing were investigated with various conditions onto the polyester/cellulosic fiber mixed fabrics with red disperse dye. As a results, the apparent color depth (K/S) is increased with increasing of concentration of dye. The optimum treatment conditions without any shrinkage or occurrence of yellowness on the polyester ground fabrics are fixation temperature of $140^{\circ}C$ and time of 3 minutes.