• Journal of Fashion Business
• /
• v.27 no.1
• /
• pp.16-35
• /
• 2023

The advent of Omni Channel has changed the fashion business model and the role of fashion sales persons. In such situation, internal marketing can become an important organizational management strategy for fashion companies. Therefore, the purpose of this study is to identify the components of internal marketing of fashion companies for fashion shop masters in an omni channel environment. To achieve the purpose of this study, To achieve the purpose of this study, a qualitative study was conducted to investigate the internal marketing sub-factors of fashion companies. In-depth interviews were conducted for qualitative study. Seven respondents to the in-depth interview were fashion shop masters who had at least 10 years of field work experience. As a result of the qualitative study, internal marketing was derived from five factors, including empowerment, education and training, rewards, internal communication, and management supports. Empowerment factors consist of initiative, encourage creativity, and problem solving. Education and training factors consist of the degree of education and training opportunities, the value of education and training, and the scope of education and training. Rewards factors consist of diversity of rewards, fairness of rewards, and source of rewards. Internal communication factors consist of communication flexibility, diversity of communication and receptivity of communication. Management support factors consist of headquarters support and department store support.

• The Research Journal of the Costume Culture
• /
• v.26 no.3
• /
• pp.450-470
• /
• 2018

This study examined the risk components and risk types perceived in the context of purchasing decisions of paper fashion products. This study also identified the levels of perceived risk by consumers and the differences between age groups in risk perception. First, qualitative data were collected through a focus group interview with 7 Korean females in their 20s to 50s. The interviewees were presented with two types of paper materials (undyed and dyed Jumchi-Hanji) and products (bags and wallets) made with the papers. The interviewees mentioned 11 risk components which were classified into five types of risks: performance (easily torn/lack of durableness, lint/pilling/wear-out, lack of water-resistant, no washability, and deformation and discoloration over time), social-psychological (old and traditional image), aesthetic (lack of design diversity, unsatisfactory appearance due to repair), financial (expensive price, lack of usability in daily life) and time/convenience (difficulty in handling) risks. Based on the results of the interview, a measurement for evaluating the risk perception of paper fashion products was developed. Second, quantitative data were collected from 64 Korean women in their 20s to 50s using the measurement. Respondents who were presented with the paper materials and the products perceived the performance risk more strongly than the social-psychological risk and aesthetic risk. In addition, differences between age groups were found: younger respondents perceived performance risk and social-psychological risk more strongly than older respondents, but older respondents perceived financial risk more than younger respondents. Based on this study, strategies for the risk reduction of paper fashion products were proposed.

• Journal of the Korean Society of Costume
• /
• v.64 no.8
• /
• pp.1-19
• /
• 2014

The purpose of this study is to do an in-depth examination of Korean women in their 30's on the characteristics of their online fashion shopping, clothes-wearing, and presentation. In-depth interview and quantitative analysis were conducted as study methods. Results of this in-depth analysis showed that the factor with the most significant influence in their lifestyle was "childbirth." Childbirth was a major factor during fashion shopping and clothes-wearing. Also the results showed that the reason they used online shopping was for convenience, efficiency, rationality, pursuit of information, variety, and hedonism. In particular, women in their 30's had a higher motivation for efficiency and rationality compared to those in their 20's, and of those women, married working women showed the highest preference for fashion soho malls. Meanwhile, full-time homemakers, who pursued rationality, used open markets to search for fashion items based on price. Furthermore, the factors that women in their 30's considered during online shopping were price, design, purpose or situation for wearing the clothing, respectively. Compared to the women in their 20's, they emphasized recommendation, product properties, credibility, economy more than women in their 20's. Factors such as marriage and childbirth were more influential than occupation. Meanwhile, the factors that women in their 30's considered for wearing and presentation were time, place, and occasion(TPO), which all showed high importance in in-depth interview and quantitative analysis. Other factors were 'suitable image to self' and 'covering up body figure.'

• Fashion & Textile Research Journal
• /
• v.15 no.1
• /
• pp.22-34
• /
• 2013

This study investigates the perception of conflict and satisfaction factors by salesperson of department store middle management system. This study was performed through a qualitative research method. An in-depth interview was given to 14 fashion shop managers and salespeople who have three or more years of department store work experience. The results show two categories of factors(factors according to power sources and factors according to job environment) that influence the perception of department store middle management system by fashion product salesperson. The factors(according to power sources) were classified into coercive power, reward power, expert/informational power, and referent power. The factors(according to job environment) were classified into physical environment, work conditions, and regulations.

• Journal of Fashion Business
• /
• v.13 no.3
• /
• pp.62-76
• /
• 2009

The purpose of this study is to identify apparel consumers' immoral shopping behaviors from apparel retail sales associates' perspectives. As a first step to understand immoral consumer behaviors in apparel retail setting, the study took an exploratory approach using five focus-group interviews with 35 apparel salespeople. The immoral behavior of fashion (product) consumers was divided into two categories: one was the immoral behavior associated with the product, and the other was the immoral behavior relative to the consumer. The immoral behavior associated with the product was classified into three types: shoplifting, inappropriate returns, and damaging to merchandise. Immoral behavior relative to the consumer was classified into two types: abusive behavior by a consumer toward sales associates and excessive demand. Although, shoplifting was the primary immoral behavior mentioned by all interview participants, most sales associates failed to recognize shoplifting as a serious criminal behavior. Another commonly mentioned immoral consumer behaviors was retail borrowing, which may pose serious problems to the fashion industry. The findings of this study will provide a basis for approaches that may help decrease immoral consumer behavior at fashion retail stores and provide a basis for developing materials for consumer education over the long term.

• Journal of the Korean Society of Costume
• /
• v.66 no.7
• /
• pp.154-170
• /
• 2016

The female leadership styles in the 21st century have been established as a major axis. Especially, the fashion of female politicians being exposed to the public during political activities has become a main element of a measure displaying visually female leadership styles in the 21st century and image making as well. Consequently, this study conducted qualitative research through the interview method to figure out regular voters' thoughts in depth about images being required for female political leaders and the fashion maximizing those images, and drew the detailed design elements. Suggesting the clothes design reflecting those elements for female political leaders by 3D virtual clothing works emerging as a new market creating profits related to fashion. The images which female political leaders have to have and were extracted through the interviews in this study, showed as feminine, strong leader, honest, and intelligent images, and also it was shown that female political leaders displaying proper images depending on the circumstances and using those images in politics rather than sticking to a fashion identity were favored by interviewees. The present study intends to contribute to being used as basic data of various research and fashion items of virtual reality and establishment of successful fashion strategy for female political leaders.

• Fashion & Textile Research Journal
• /
• v.14 no.6
• /
• pp.941-951
• /
• 2012

As smartphones permeate the consumer lifestyle, branded application and mobile shopping have also received increased attention as an important marketing channel. This study identifies the general information about the use of smartphones, attitudes toward fashion applications, and mobile shopping intentions for smartphone users. Focus group interviews were conducted and 22 interviewees participated. The age of the participants ranged from 21 to 45 years old (55% were females). When examining the motivation to adopt a smartphone, respondents presented the comparable characteristics of early adopters and late adopters according to the time of adoption. Most respondents over the age of 30 showed some troubles to use a smartphone; however, participants in their 20s tended to enjoy exploring the new technology. More than half of respondents were aware of fashion applications, but were dissatisfied with fashion apps and used them infrequently. Respondents pointed out that fashion related apps were not too practical because they were not updated regularly, provided only limited information, and focused on brand promotions. In order to increase the intention to adopt mobile shopping, the price and payment security system needs to be considered. This was an exploratory study to identify the possibility of fashion branded apps as a major distribution channel. The findings of this study provide fundamental information to formulate marketing strategies for fashion businesses that have developed fashion apps.

• Journal of the Korean Society of Costume
• /
• v.63 no.4
• /
• pp.101-117
• /
• 2013

The purpose of this study is to consider the works of Nick Knight, the most influential fashion visual maker, to find out the characteristics of his works. For the research method, literature reviews were done by studying his book, viewing the articles on his official web site, reading journal review of his works and his interview articles. For the work analysis, fashion brands 'Christian Dior', 'Alexander McQueen', 'Martin Margiela', 'Hussein Chalayan' and 'Gareth Pugh' that have worked with Nick Knight were selected. The characteristics of his fashion works were derived from overall analysis of fashion visual works. The characteristics of Nick Knight's works are as follows. First is the 'innovation of image expression'. He used digital infra in advance and introduced digital images at the initial stage. He used fashion films as the means of communication and tried new image expressions in 3D. Second is 'breaking down the boundaries of creating process'. He worked with various field experts to make high quality works. He invited the public to participate in his creative process through the internet. Third is 'breaking down the categories of aesthetic expression'. He provided a wide variety of aesthetic standard and refused aesthetic stereotype. He broke the boundaries between fashion and art with a unique technique and high values.

• Journal of Information Technology Services
• /
• v.23 no.2
• /
• pp.63-81
• /
• 2024

With the advancement of Information and Communication Technologies (ICT) and Artificial Intelligence (AI), the metaverse has emerged as a transformative model across various sectors, offering a three-dimensional virtual world where activities mirroring the real world occur. This study delves into the significant factors influencing fashion brand companies' investments in the metaverse, an evolved concept from Virtual Reality (VR) that extends beyond gaming to include real-life activities through avatars. This study highlights the surge in virtual fashion engagements, as evidenced by increased avatar updates and purchases of digital fashion items on platforms like Roblox. Luxury brands are steadily entering the metaverse indicating a new revenue stream within the fashion industry. This study employs a mixed-methods approach, integrating text mining and interviews to identify key factors for fashion companies considering metaverse investments. By proposing strategies based on these findings, this study not only enriches academic discourse in fashion, e-commerce, and information systems but also serves as a guideline for fashion companies aiming to navigate the burgeoning digital market, contributing to the generation of new revenue streams in the fashion sector.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.26 no.2
• /
• pp.101-114
• /
• 2024

Currently, in Korea, the number of handicapped children receiving inclusive education in general schools is expanding. In the inclusive education field, the most important tasks are personal needs support, such as toilet assistance, meal assitance, and support for wearing and taking off various assistive devices. A significant portion of the support work in the actual education field is related to clothing. Therefore, it is necessary to research and develop universal fashion designs for handicapped children at school where inclusive education is implemented. To achieve this aim, this study analyzed the concepts, principles and, characteristics of universal fashion design through theoretical research and established research principles. In this study, two fact-finding surveys were conducted. Next, a total of 10 universal fashion designs were proposed considering both the preceding survey results and the principles of universal fashion design Among them, the four designs that were considered most suitable were selected for universal fashion design through F.G.I (Focus Group Interview) analysis conducted by experts. The four selected designs were made by referring to the size framework based on the '6th Human Body Size Survey Report of Korea'. The completed experimental clothes were proposed as the final universal fashion design for handicapped children by conducting external evaluation through a virtual clothing system and real clothes.