• 한국의류학회지
• /
• 제35권5호
• /
• pp.501-512
• /
• 2011

This study examines the possible differences in satisfaction level according to the attributes classified as product, price, and service among women apparel consumers with the experience of buying global and domestic SPA brands. Data were collected through a survey of 270 women consumers aged 20s and with SPSS 15.0. The results are as follows: The exploration of the difference in product, price, and service attributes between the global and domestic SPA brands revealed that for product attributes, domestic brands scored higher in management quality, while global brands scored higher in design. In addition, for price attributes, domestic brands scored higher in promotion, while global brands scored higher in price value. When it comes to service attributes, only in regards to store policy was there a significant difference, with the score of global brands higher than domestic brands. The analysis of the difference in shopping orientation on domestic SPA brands showed significant difference only in customer convenience for the category of service attributes, while on global SPA brands, there were significant differences of the design for product attributes, promotion for price attributes, and customer convenience for service attributes.

• 패션비즈니스
• /
• 제14권3호
• /
• pp.35-51
• /
• 2010

This study aims at providing data for establishing a marketing strategy which can enhance the competitiveness of Korea domestic SPA(Specialty Store Retailer of Private Label Apparel) Brands by suggesting countermeasure strategy through the observation and analysis for SPA Brands, under the current circumstance in which the systematic and scholastic discussion for the matter, is lack, despite the diastrophism in fashion industry is prospected according to the rapid growth of Global SPA Brands. For this purpose, the characteristic and current status of Global SPA Brands is examined, and the main cause of growth is analyzed by approaching to their marketing characteristic, in this study. In relation with this situation, this study suggests the provisions as below, which are drawn from the analysis on Global SPA Brands' marketing strategy, so that Korea domestic SPA Brands could achieve successive performance under fierce competition. First, to be a competitive SPA Brands a business should be able to supply products with frequent product turnover by an interval level of one week or so, the existent product planning by seasons, as a business obtains various swift informations on consumers' demand with R&D center foundation. Secondly, SPA Brands should establish a strategy that a business can create high net profit by inventory management which enables lowering inventory ratio remarkably, and a strategy for innovative product supply by small quantity batch production, along with founding a high technological logistics system. Third, SPA Brands should establish a strategy for primary cost reduction by overseas dispersed outsourcing in order to enable diverse product development and rational price setting. Fourth, fashion marketers should establish also a strategy for communication by which brand image can be delivered effectively, by firming the brand identity and by informing product characteristic and customer service totally, with the method of VMD and flagship store. Additionary, fashion marketers also should establish a strategy by developing mobile application which can provide brand image and diverse other fashion related information.

• 패션비즈니스
• /
• 제19권5호
• /
• pp.139-156
• /
• 2015

The purpose of this study is to investigate various information relating to research on the dimensions of clothing used in the sale of products via the internet that used to target global SPA((Specialty Store Retailer of Private Label Apparel) brands sold in Korea. A total of 12 SPA brands including seven global SPA brands and five national. SPA brands were surveyed in this study. Brands were chosen net sales and consumer preferences the last three years. In all SPA brands, literal size designation such as S, M, L and numeric size designation such as 0, 2, 4 or 32, 34, 36 etc. were mixed, but in case of Jean, the size codes mark waist circumference were dominant. European size codes were more common in case of European brands while literal codes were more dominantly used for American size codes with in the US brands. By reviewing the measurement information of the body and product size, the product measurement methods of UNIQLO, FOREVER 21 and TOPTEN were much more accountable and excellent than other brands. However, most of the others didn't offer proper information such as pictograms or figures about measurement methods relating body sizes and product sizes. In addition, most of global SPA brands offered size conversion chart which consumers could reference, however of none of the national SPA brands offered a conversion size chart on their website. Regardless of the type of clothing, the coverage of clothing size was higher than in global SPA brands such as H&M GAP compared to national SPA brands. In particular, 8seconds did not present apparel size ranges that fit consumers' individual clothes sizes.

• 한국의류학회지
• /
• 제43권3호
• /
• pp.427-439
• /
• 2019

This study investigated the semantic network based on the focus of the fashion image and SNS text utilized by global SPA brands on the last seven years in terms of the quantity and quality of data generated by the fast-changing fashion trends and fashion content-based media environment. The research method relocated frequency, density and repetitive key words as well as visualized algorithms using the UCINET 6.347 program and the overall classification of the text related to fashion images on social networks used by global SPA brands. The conclusions of the study are as follows. A common aspect of global SPA brands is that by looking at the basis of text extraction on SNS, exposure through image of products is considered important for sales. The following is a discriminatory aspect of global SPA brands. First, ZARA consistently exposes marketing using a variety of professions and nationalities to SNS. Second, UNIQLO's correlation exposes its collaboration promotion to SNS while steadily exposing basic items. Third, in the case of H&M, some discriminatory results were found with other brands in connectivity with each cluster category that showed remarkably independent results.

• 한국의류학회지
• /
• 제39권2호
• /
• pp.190-203
• /
• 2015

The fashion industry has been rearranged by Global SPA brands (like ZARA and H&M), which are powerful retailers that integrate the value chain ranging from manufacturing to sales. SPA brands can offer good quality of clothing at a reasonable price by cutting the margin between the supply chain. They are also called fast fashions since they make expedited efforts to respond to market trends and consumers. Despite the slow growth of the fashion industry in Korea, as global SPA brands rapidly expand market share, traditional fashion companies have launched several SPA brands such as MIXXO and SPAO (E-LAND), 8SECONDS (CHEIL INDUSTRIES). The few academic studies on this subject are focused on the analysis of secondary data such as news and books. The current research is qualitative and empirical attempts to explore the success factor of SPA brands with analysis of 1:1 in-depth interviews with experts who have worked for global SPAs such as Uniqlo, H&M, and ZARA, based on the grounded theory. The main phenomenon was shown to be that global SPA brands were popular since they offer a variety of products with a large assortment at reasonable and cheap prices in a large scale and multifunctional retail store. Most of them displayed main phenomena that can be realized due to the purchasing cycle of clothing that is shorter with consumers' regarding clothing as consumables. Global SPA brands had three types of marketing strategy: sellable product, sales strategy according to consumer response, and multifunctional stores. Each global SPA brand developed marketing strategies based on core competency and national conditions. The three success factors shorten the consumer decision making process of clothing. This study concludes with implications for practitioners of SPA brands born in Korea.

• 한국의류산업학회지
• /
• 제16권3호
• /
• pp.386-395
• /
• 2014

This study was to identify underlying dimension of marketing strategy, and to examine effect of the marketing strategic factors on store affect, brand attitude, and brand loyalty in global and domestic SPA brands. Based on pilot study, four SPA brands of which consumers were most aware were selected: Korean SPAs (e.g., Codes-Combine, Basic House) and global brands (e.g., Zara and Uniqlo). A self-administered questionnaire was developed based on literatures. By using intercept survey, 421 respondents were obtained from consumers shopping at the selected SPA retail stores located in cities (Seoul, Daejon, Chongju) in Korea. Result showed that SPA brand marketing strategy consisted of four factors: Product differentiation, store location, in-store VMD, and price value. The marketing strategic factors had partially significant effects on brand attitude, store affect and store loyalty. However, there was significant differences in those effects between global and Korean SPA brands. Specifically, the effect of in-store VMD on brand attitude was higher in Korean SPA brands, whereas the effect of price value was higher in global SPA brand. Also, the price value was significant predictor of store affects in global SPAs, while in-store VMD was significant predictor of store loyalty in Korean SPA brands. This study discussed a managerial implication for creating brand attitude and emotional responses, which obtains comparative advantages in the competing marketplace.

• 복식
• /
• 제62권8호
• /
• pp.28-44
• /
• 2012

The aim of this research is to examine the tendency of national tastes reflected in global SPA brands based on the theories of Gans' taste culture and Bourdieu's cultural capital. In this study, the leading global SPA brands such as H&M, ZARA, GAP and UNIQLO can be considered as a representative taste culture as well as an icon of popular culture in the $21^{st}$ century global fashion and also the aesthetic taste of each brand differentiated from their national aesthetic values based on socio-cultural backgrounds. H&M represents fashionableness, practicality and environmental friendliness based on naturalism, democratic humanism, and functional practicality of Sweden. ZARA emerges as the most trend oriented brand as well as customer centered on the basis of cultural diversity, passion and glamorous artistic sensibility of Spain. GAP shows American iconic style, which is the functional sports casual wear, originated from American leisure culture and mass production. Lastly, UNIQLO represents high-tech functionalism and practical simplicity based on Japanese delicate workmanship and simple, concise lifestyle while relatively does not much follow the fashion forward trends. Consequently, the national taste has been proved as a solid foundation to identify each global brand. This should be the key component also applied to Korean global brands for developing their concepts and strategies more successfully based on our own national aesthetic taste.

• 복식
• /
• 제66권3호
• /
• pp.121-134
• /
• 2016

The purpose of this study is to explore the effectiveness of marketing strategies of children's clothing line for global SPA brands among Korean consumers. The following factors were evaluated as the dependent variables: benefits sought, store attributes, and brand loyalty. We employed a survey method to test our research questions. The subjects of our survey were mothers with preschool kids between 2 and 7 years who had purchase experiences of children's clothing lines of global SPA brands. The major findings are as follows: First, among the three factors of benefits sought ('trend'/'brand value'/'practicality'), the 'trend' factor only positively impacted the 'product' factor, which is part of the store attributes. 'Practicality' and 'trend' factors had a positive effect on the 'service' factor of store attributes. However, all three factors of benefits sought had no impact on the 'store' factor, and 'practicality' and 'trend' factors had positive effects on the price factor of store attributes. Second, 'practicality' and 'trend' factors among the three factors of benefits sought, had positive effects on brand loyalty. Third, the 'product', 'price', 'store', and 'service' factors had a significant positive effect on brand loyalty in decreasing order. Suggestions from our results for national SPA brands are as follows: National SPA children's clothing lines should focus more on unique designs and unique marketing strategies better reflecting Korean consumers' interest and needs in competing with their global counterparts.

• 한국의류산업학회지
• /
• 제19권2호
• /
• pp.207-220
• /
• 2017

Today, the fashion industries, which are appearing in the world, can satisfy their economic needs, as well as provide and distribute their products in order to introduce sustainable methods and avoid becoming a bad influence on future generations. Recently, SPA brands have contributed to the sustainable development of society with different kinds of products, such as organic, recycled and environmental products. For this research, among different SPA brands, we chose H&M as the most representative one. Using Russian and Korean consumers as examples, we analyzed how sustainable activities affect a consumer's ethical consciousness, brand loyalty and purchase intention. The results of this study show that firstly, all sustainable activities have positive effects on the ethical consciousness of Russian and, in particular, Korean consumers. Secondly, ethical consciousness has a positive effect on brand loyalty, which, in turn, has a positive effect on purchase intention. Consequently, by adding to the existing sustainable and cultural activities, we can propose new perspectives for future research on sustainability. Due to the effect on a consumer's ethical consciousness, future research might consider ethical consciousness as the main factor. By focusing on H&M as a representative of SPA brands with Russian and Korean consumers as target audiences, we can advise global SPA brands on the direction of their sustainable activities and exporting of their products to foreign markets.

• 유통과학연구
• /
• 제13권7호
• /
• pp.85-90
• /
• 2015

Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.