• 패션비즈니스
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• 제19권4호
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• pp.75-91
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• 2015

There is an increased interest in having beauty regardless of ages and sex with improvement of the national income level and increase in social activities. Competition within the beauty service industry is increasing rapidly because of global impact within Korea wave. Thus, active public relations and offering distinguished service in the beauty service industry are important. Also, uniforms play an important role in providing an image differentiated from other brands and presents professionalism to the customer. Therefore, we determined function and design of uniforms required in beauty service industry by researching wearing realities, satisfaction, preferred designs and functions of uniforms from hair shop staff. Functional and aesthetic uniforms play an important role to enhance the staffs' sense of belonging. In addition, it is good for the image of hair shop. Special design mirroring job characteristics with expression of differentiated personalities is needed. However, the research was conducted only in the hair shop in Seoul, Daejeon, and Gyeonggi-do. Further studies on much wider areas will be needed.

• 복식문화연구
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• 제26권1호
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• pp.56-72
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• 2018

In recent years, there has been increasing interest in the senior people in our aging society. This paper will give an account of the current cases of senior shift. The first section of this paper will examine a conceptual approach based on a literature review and analyze case studies of senior shifts by national fashion and beauty brands. It will be helpful for the 'New Senior' consumer group, which in emerging in an aging society. The research methods applied were a literature review and a case study, and a database search was conducted to determine the current situation of global brands. The results of the literature review showed that seniors can be classified into four types based on their physical aging condition and emotional tendency: Prime Senior, Smart Senior, Rational Senior, and Slump Senior. The first thing that needs to be said is that the Prime Senior type is found commonly in as a way to appoint a senior model in order to switch brand image. Cases of the Smart Senior type appeared only in the beauty field, which attempted multilateral approaches such as launching products exclusively for seniors and offering make-up services after improving the usability and functionality in response to senior consumers'needs. However, as no cases of senior shift were found for the Rational Senior and Slump Senior types in either the fashion or beauty field, future studies should explore the market approaches used in those categories.

• 문화기술의 융합
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• 제9권3호
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• pp.537-550
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• 2023

본 연구는 한류의 세계적인 확산으로 한류 휴먼브랜드의 영향력이 높아지고 있는 반면, 이를 중심으로 한 학술적인 논의가 많지 않다는 점에서 한류 휴먼브랜드가 소비자 행동에 미치는 영향성을 자아일치성, 휴먼브랜드 애착과 브랜드 자산 요인으로 검증하였다. 한류 소비가 많은 중국 소비자를 대상으로 온라인 설문조사를 진행하였으며, 403명의 데이터를 분석에 사용하였다. 연구 결과, 한류 휴먼브랜드와의 이상적 자아일치성과 실제적 자아일치성은 한류 휴먼브랜드 애착에 유의한 영향을 미치는 것으로 나타났으나, 사회적 자아일치성은 유의하지 않은 것으로 나타났다. 또한 한류 휴먼브랜드에 대한 애착은 브랜드 인지, 지각된 품질, 브랜드 이미지와 브랜드 충성도에 긍정적인 영향을 미치는 것으로 나타났다.

• 한국의류산업학회지
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• 제23권3호
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• pp.370-379
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• 2021

This study investigated the wearing status and design preferences regarding athleisure wear, focusing on young women in their 20s and 30s and middle-aged women in their 40s and 50s participating in yoga and fitness activities. A total of 332 valid samples were used for the survey by setting the same number of samples for each age group. The results showed that young women in their 20s and 30s exhibited weight control, and middle-aged women in their 40s and 50s maintained their health in relation to exercise. Athleisure wear brands were found to prefer foreign brands over domestic brands. When purchasing athleisure wear, the foremost considerations were material functionality, fit according to body shape, and reasonable prices. The preferred athleisure wear leggings design showed that both middle-aged women and young women preferred nine-piece leggings. Women in their 20s to 50s were found to purchase and acquire information on athleisure wear online. Hence, the pattern of life is rapidly transitioning from offline to online, and the market structure of athleisure wear is gradually transitioning toward an omni-channel society with a distribution market structure that combines information technology(IT) and mobile technologies. Therefore, It is required to develop athleisure wear of various functional products that meet the trends according to the global market environment and consumer class.

• 한국의상디자인학회지
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• 제10권1호
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• pp.145-159
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• 2008

This study has examined the shift in fashion styles in Korea by analyzing trends in fashion environment and fashion image by seasons in Korea to understand the domestic fashion flow from 2000 to 2006. Since 2000, with the well-being trend, polarization of consumption, preference in luxury orientation, and digital revolution, consumers became individualized and detail oriented. They also became smart consumers equipped with information and knowledge in making choice and purchasing products suiting their taste. To satisfy the consumer trend, fashion market also saw changes such as expansion of advanced distribution, totalization of brands, growing of on-line shopping mall, expansion of outdoor-wear market, and formation of masstage(mass+prestage) market. Fashion images in domestic women's wear since 2000 are analyzed as classic, elegant, minimalism, romantic, bohemian & vintage, ethnic, glam, girlish, kidult, sportive, femiculine, military, and lingerie image. Classic, romantic, and bohemian & vintage are the images that were popular throughout 2000 to 2006. Fashion images of domestic women's wear showed changes in three periods: Sportive image was popular in FW 2002; military image in SS 2003 to SS 2005; and femiculine, glam, and minimalism images in FW 2005 to FW 2006. Through information and detail-oriented emotion, the wide-ranging acceptance of global trends, the consumer tendency towards purchasing products quickly and conveniently, the speedy supply of trendy products both on-line and in-store, and the evolution of the fashion market towards providing one-stop shopping and a cultural space, different fashion images have all emerged at the same time in Korea. It looks like this phenomenon is set to continue for a while.

• 아태비즈니스연구
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• 제14권4호
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• pp.67-85
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• 2023

Purpose - This study seeks to investigate the determinants of global sourcing intention in clothing sewing industry, in particular with its focus on women's knit wear production. Design/methodology/approach - This study collected a unique set of qualitative data through 31 in-depth interviews with fashion brands, promotion agencies, and sewing factories between July 2023 and October 2023. In addition, it analyzed the dataset using the MAXQDA to complement the research findings. Findings - We have two findings. First, the interviewees commonly mentioned the following factors as reasons for considering global sourcing: the human factors(aging of skilled technicians and labor shortages), the financial factors(gap in production unit prices at home and abroad), the relational factors(lack of novelty), and the physical factors(loss of production infrastructure and network), while the human factors(skilled workforce), the production factors(delivery date and product quality), and the relational factors(timely communication and mutual trust) as reasons for continuing domestic sourcing. Additional code analysis of interview also supports this finding. On the other hand, there was also a subtle difference between buyers(brands) and suppliers(promotion agencies and processing plants), and buyers consider the exact delivery date critical so that they could see trend-sensitive women's knit wear on time, and suppliers took production costs, labor costs, and labor shortages, which are financial factors, more seriously. Research implications or Originality - This study provides a richer and more balanced view of existing literature, which has generally tended to introduce global sourcing across the clothing industry despite the existence of various diversity within the industry. In addition, through qualitative research, we introduce that the sewing industry is carried out according to complex factors, and by revealing and categorizing the determinants of global sourcing, we supplement the existing research on the clothing sewing industry centered on survey. On a practical note, this study introduces that there is a difference in view of domestic sourcing and global sourcing between buyers(brands) and suppliers(promotion agencies and sewing factories), suggesting practical implications for revitalizing networks and deriving win-win cooperation network models among members in the future.

• 마케팅과학연구
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• 제14권
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• pp.59-80
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• 2004

본 연구는 패션 제품은 사회심리적 속성이 강하다는 특징을 가지고 있기 때문에 Aaker의 일반적인 제품에 적용한 브랜드 개성 차원과는 다른 차별화된 개성을 나타낼 수 있는 연구가 필요하다는 생각에서 출발하였다. 패션 브랜드 이미지에서 추출한 브랜드 개성을 나타낼 수 있는 어휘들을 포함하여, 패션 브랜드 개성 차원을 도출하여 전체적 패션브랜드 개성 차원을 밝혔으며, 또한 패션 제품의 세분화 기준중의 하나인 복종별 (정장, 캐주얼웨어, 스포츠웨어)에 따라 패션 브랜드 개성요인은 어떻게 다르게 도출되는 지를 알아보았다. 이는 패션 제품 카테고리에 맞는 패션브랜드개성 차원을 개발함으로써 차별적 브랜드 마케팅 전략 수립 및 활용을 위한 자료로 사용될 수 있다는 것에 의의를 가질 수 있다 또한 소비자들에게 있어 브랜드 개성차원의 중요성을 알아보기 위하여 각각의 개성 차원들이 브랜드의 선호도 및 구매의도에 어떠한 영향을 미치는지를 살펴보았다. 분석 결과 첫째, 패션 브랜드 개성 차원은 유행/ 혁신성, 성실성, 보편/ 안정성, 전문성의 4 가지 차원으로 도출되었다. 둘째, 복종에 따라 정장에서는 혁신/활동성, 안정성, 전문성, 보편성이, 캐주얼웨어에서는 유행/ 혁신성, 활동성, 성실성, 안정성으로, 스포츠웨어에서는 혁신성, 사교성, 성실성의 개성 차원이 도출되었다. 셋째, 패션 브랜드 개성 요인에 따라 소비자의 브랜드 선호와 구매의도의 영향력은 다르게 나타났다. 패션 브랜드 개성 차원 중에서는 성실성, 보편성, 전문성이 선호도에 유의한 영향을 미쳤고, 정장 브랜드 개성 차원 중에서는 전문성, 캐주얼웨어 브랜드 개성 차원 중에서는 활동성, 스포츠웨어 브랜드 개성 차원 중에서는 성실성이 선호도에 각각 유의한 영향을 미쳤다 또한 전반적인 패션브랜드 개성과 정장 브랜드 개성에서는 선호도와 동일한 차원들이 각각 구매의도에 유의한 영향을 미치는 것으로 나타났으며, 캐주얼웨어 브랜드 개성 차원에서는 유행/ 혁신성, 진실성, 안정성이 스포츠 브랜드 개성 차원에서는 혁신성이 각각 구매의도에 영향을 미치는 것으로 나타났다.

• 한국의상디자인학회지
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• 제21권2호
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• pp.27-41
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• 2019

This study aimed to investigate the influence of fashion lifestyles and consumption values on the difficulty of discarding unused fashion products. To achieve this purpose, this study surveyed female consumers aged 20s-50s to gain empirical analysis in July 2018. Data were analyzed for 236 subjects who were selected through online and offline sampling. The results were as follows. First, consumers tend to have difficulties discarding unused fashion goods. Consumers that have a higher income tend to have greater difficulty when choosing to discard items. Factors influencing the difficulty in discarding items were emotional attachment, usefulness in the future, economic value, and the lack of organizing skills. Usefulness in the future and the lack of organizing skills are the most significant factors influencing the discarding difficulty. Second, discarding difficulty had a significant relationship with fashion lifestyle, indicating that consumers seeking a fashion lifestyle that purchase more expensive brands tend to have more difficulty when discarding items. Third, each factor had a meaningful relationship with fashion goods consumption values. Those pursuing conspicuous value showed a greater difficulty discarding items due to emotional attachment, economic value, and lack of organizing skills. Pursuance of situational value showed a higher discarding difficulty than economic value factors. Pursuance of practical value showed a higher difficulty than both usefulness in future situations and economic value factors. Pursuance of differentiation value showed a higher discarding difficulty than emotional attachment and usefulness in the future factor. This study will help understanding consumers psychological mechanisms that experience difficulty in terms of the discarding of unused fashion goods.

• 마케팅과학연구
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• 제20권1호
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• pp.27-34
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• 2010

在过去的10年里，奢侈品销售已经有了显著的增长. 在2007年, 奢侈品消费额已经超过1300亿美元. 在奢侈品产业中, 有超过一半的利润来自平均收入显著增长, 对奢侈品的需求快速增加的亚洲. 在这个区域购买奢侈品牌已经成为一个有趣的社会现象并为这些公司带来利润. 作为新兴的发达国家, 韩国是亚洲最有吸引力的奢侈品市场之一. 如今, 共有120个奢侈时装品牌进入了韩国市场. 这些品牌主要集中在首尔的奢侈区域, 因此竞争也十分激烈. 本文的目的是: (1) 识别奢侈品牌态度的要素. (2) 测试奢侈品牌态度对顾客资产的影响. (3) 测定奢侈品牌态度对顾客终身价值的影响 (4) 深入研究顾客资产对顾客终身价值的影响. 以前的研究已经测定物质主义, 社会需要, 经验需要, 独特需要, 适应性和时尚卷入是对奢侈品牌态度的组成要素. Richins and Dowson (1992) 认为物质主义对与产品质量相关的购买行为有影响. Nueno and Quelch (1998) 写到对奢侈品牌的拥有传递着和所有者社会地位相关的信息. 表达着一种成功和声望的形象, 是购买行为的一个要素. 经验需要被认为是消费的一个重要方面. 尤其是发展满足消费者需求的新产品. 由于奢侈品被定义为相对稀少的产品, 对这些类型产品的拥有满足消费者对独特性的需要. 本研究中, 价值资产, 关系资产和品牌资产被测试为顾客资产的驱动因素. 样本 (n=114) 是在韩国首尔的两所私立女子大学的本科生和研究生. 我们在2009年3月进行了自填式问卷调查来收集数据. 我们运用SPSS15.0来分析数据, 包括叙述性统计, 因子分析, 信赖度分析和回归分析. 通过数据分析我们得出一些结论, 首先, 经验需要和时尚卷入对参与者对奢侈品牌的态度有积极的影响. 第二, 对奢侈品牌的态度对品牌资产有积极影响. 紧随其后的是价值资产和关系资产. 但是我们没有发现奢侈品牌态度和顾客终身价值之间的显著关系. 最后, 关系资产积极影响顾客终身价值. 总而言之, 年轻消费者是重要的潜在消费群. 他们尝试不同的品牌到最终发现哪种品牌最适合自己. 奢侈品营销者使用有效的行销策略来吸引这些可获利的潜在消费者并使他们产生忠诚度并增加顾客资产和顾客终身价值.

• 복식문화연구
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• 제22권1호
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• pp.86-98
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• 2014

This study analyzed fashion businesses based on the 6P's, products, prices, place, promotion, people, and patron for business owners in the Myeongdong commercial fashion district. Furthermore, this study proposed plans that would activate the Myeongdong fashion district and continuously develop it as a global fashion city. A survey was conducted from August to September, 2012 for 249 fashion business owners in Myeongdong. Eventually, only 208 questionnaires were used for the analysis. The research results were as follows. First, domestic brands have the largest share in the market and sales of fashion accessories were higher than the sales of clothes. Second, the prices for those fashion items ranged from low to mid-price. Third, the opening of new shops keeps increasing, and the size of the shops falls between ten and twenty pyeong generally. 'Self-production' was the highest form of production compared to any other form, and regarding importation sites, importation from overseas was the highest. Fourth, regarding promotion types, the sales in shops was the most commonly used promotion method compared to television and magazine advertising, and personal selling. Fifth, the proportion of male proprietors was larger than that of female proprietors. Most employees had less than five years of sales experience. Sixth, the main customers were females in their 20s and the proportions of Korean and foreign customers was similar.