• Journal of Fashion Business
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• v.7 no.4
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• pp.93-104
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• 2003

This study investigated clothing shopping propensity and consumer awareness of Chinese adult men to provide necessary basic data for effective construction to cope with inroads into Chinese men's wear market. Research subjects were Chinese men in big five city (Beijing, Shanghai, Dalian, Harbin, Guangzhou). Returned 863 questionnaires were analyzed by mean, factor analysis, ANOVA, Duncan's Multiple Range, regression analysis with SPSS 10.0. Results of this research were as follows: 1. Chinese men's apparel shopping propensity factors were analyzed by four groups, such as fashion toward propensity, consume propensity, brand loyalty propensity, and casual preference propensity. 2. Consume propensity among 4 factors influenced most on consumer buying awareness. Brand loyalty propensity among 4 factors influenced most on consumer brand awareness. Fashion toward propensity influenced most on consumer fashion awareness. 3. According to region, there were significant differences to four grouped apparel shopping propensities. Harbin, Guangzhou were indicated higher fashion toward propensity than other areas. Guangzhou was indicated higher consume propensity than Dalian. Dalian was showed lower brand loyalty propensity than other areas. Beijing was showed higher casual preference propensity than Guangzhou. According to income, there were significant differences to four apparel shopping propensities. Highest income group was showed higher fashion toward propensity than other income. The higher men earned income, the higher brand loyalty propensity. Highest income group was showed lower casual preference propensity than lowest income.

• Journal of Fashion Business
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• v.4 no.2
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• pp.51-67
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• 2000

The purpose of the study was to investigate general characteristics of brand images of men's wear manufacturers and differences in their brand images according to characteristics of their brands and their merchandise. Thus, this study was to be an exploratory study to search apparel niche-market in men's wear market for the marketers by exploring trends of brand images of men's wear manufacturers. The questionnaire consisted of questions on brand images and characteristics of men's wear manufacturers and their merchandise. The subjects were to evaluate their brand images and rated on 5 point Likert-type scales of 36 adjectives. For the survey, the subjects were 100 employees (62 merchandisers, and 24 designers, etc.) who are employed by men's wear manufacturers which have national brands, designer brands, license brands, import brands or private brands. The SAS PC+ package was used to calculate factor analysis, mean, ttest, ANOVA, Duncan's test, and Tukey's test. The results from the study were as follows: 1) High scores of mean of brand images were simple, prestigious, mannish, and dynamic. 2) The brand images of men’s wear manufacturers were divided into 10 factors which explain 73.91% of the whole image. 3) There were significant differences in brand images according to types of brands, price lines of merchandise and ages of target consumers. 4) There were significant differences in brand images according to categories of apparel (suits vs. casual clothing), types of suits, and types of casual clothing. 5) There were significant correlations between brand images, such as simple image to conservative image, prestigious image and chic image, prestigious image to conservative image, chic image and simple image, etc.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.8
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• pp.1301-1311
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• 2006

This study rearranged a concept of Friday wear considered as casual wear by searching social background through analysis of literature study and photo materials and classifying by characteristics of casual wear. It investigated growing changes of casual wear and the progress of changes casual brands through a market survey based on departments in Seoul. And then, it examined characteristics of a design and the critical point of easy casual selecting GIORDANO, TBJ and NII of three easy casual brands. Conclusions of the study are as follows: Firstly, present casual wear showed subdivision of casual wear as abundant grouping vocabularies appeared contrary to the past. Secondly, easy casual wear has continuously increased by results of investigating departments in Seoul on the progress of changing easy casual wear brand including the concept of Friday wear. Thirdly, if a main target sets the early 20s, women workers in their 20's and 30's are likely to be reluctant to wear it according to results of investigating designs and characteristics based on GIORDANO, TBJ and NII of existing three easy casual brands through the market survey. Also, it was verified that most of these brands have no a luxurious image because they adhere to middle-low price. Fourthly, it improved problems of easy casual through developing designs of easy casual wear. Easy casual wear supplementing weak these points of easy casual wear was evaluated as suitable clothes for workers to wear in on and off their own time in Friday.

• International Journal of Human Ecology
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• v.4 no.1
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• pp.1-14
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• 2003

This study examines apparel brand extensions in terms of types and leverage effects. The researchers identified types of apparel brand extensions based on recent data gathered from the Korean apparel market. Three hundred forty eight Korean female subjects in their 20's evaluated three hypothetically extended brands from a major casual brand which actually exists in the Korean market. Major findings of the study follow. First, apparel brands are extended to different product categories by adjusting mostly target profiles as well as product usage, product class, and distribution channel. Secondly, leverage effects, the extent of image transfer from the parent brand to extended brands, are different according to the extension types.

• Journal of the Korean Society of Costume
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• v.59 no.5
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• pp.152-166
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• 2009

The purpose of this study was to propose a brand image profile by analyzing how the consumer perceived the rival brands having relative structure between corporate image, store image, and. product image. Fifty-two questions were prepared for the respondents, and 262 questionnaires were selected for analyzing. The data were analyzed by a frequency, a mean, a reliability, and a paired t-test of the SPSS 12.0. The results were as follows : 1. As influence rank of the brand image, a product image had greatest influence followed by a store image and a corporate image. 2. The factors, which were regarded as important from consumer, and satisfaction of those factors were evaluated. As a result of the analysis, the degree of satisfaction of the factors was relatively low than that of the importance. It was proved that the important factors of the brand's image and the degree of satisfaction of the factors were not the same from this study.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.4
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• pp.574-585
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• 2009

This study intended to identify regional and gender differences between high school students groups in clothing-wearing motives, casual brand preference and actual purchasing condition. Using a $2{\times}2$ sampling frame, 100 responses were collected for each regional and gender group: male students in Seoul, females in Seoul, males in Gumi, and females in Gumi. In terms of clothing-wearing motives, Gumi students and female students showed more highly extroverted motives than males and Seoul students, respectively. And three groups were determined on the basis of clothing-wearing motives: the extroversion group, the introversion group, and the least clothing-cognizing group. Concerning the brand preference factor, female students showed more dispersed brand preference than males. Adidas and Puma were preferred by all 4 groups. Polo and Guess were preferred by Seoul students, and Clide, Banila B, and TBJ were preferred by female students. The determinants of brand preference were identified as quality, reliability, affirmative image, and some brand personas such as 'neat', 'natural' and 'polished'. The students from Seoul tend to pay more money for clothing than those from Gumi, and Seoul students' main purchasing place was identified as department store while Gumi students shop more at brand chain stores.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.2
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• pp.252-261
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• 2004

In this complex marketing world, marketers find themselves having to grapple with difficult issues about branding and their brand management. In many cases, a deeper understanding of how consumers feel, think, and act could provide valuable guidance to address these brand-management challenges. The objective of this study is to conceptualize and test the framework of building fashion brand equity, utilizing Keller＇s CBBE Model as a theoretical framework and Kim and Lim＇s (2002) scale as a measurement model of fashion brand equity. We conducted a survey toward 696 university students using Kim and Lim＇s fashion brand equity scale. To test the hypothesized building paths of fashion brand equity, statistical analyses were performed with AMOS 4.1 program using confirmatory factor analysis and structural equation model. The results of this study were as follows. First, fashion brand equity was defined in terms of six components; customer-brand resonance, customer feeling, customer judgment, brand imagery. brand performance and brand awareness. Fashion brand equity was multi-dimensional brand attitude, which could be measured by 16 items. Consequently, Kim and Lim＇s scale acquired a statistical validity. Second, the proposed conceptual framework of this study was partially significant. We can provide an effectiveness of Keller＇s CBBE model to conceptualize the building process of fashion brand equity. Third, it was different between two brands to build fashion brand equity.

• Korean Journal of Human Ecology
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• v.18 no.6
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• pp.1277-1288
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• 2009

Building strong brand equity has been the most effective method to extend market share and ensure profits. Brand extension strategy by using well-established mother brand names also becomes the most efficient way to enter a new market. The first objective of this study is to conceptualize and evaluate fashion brand equity. The next purpose is to investigate the relationship between mother brand equity and extended brand attitude. The survey was conducted from the 15th to the 26th of June 2009. We conducted a survey with 200 university students and 182 samples were analyzed. The data was analyzed by SPSS 12.0 with reliability analysis, frequency analysis, factor analysis, regression analysis and One-way ANOVA analysis. The results of this study are as follows. Firstly, the factors of brand equity based on customers were "Brand Satisfaction", "Brand Reliability", "Brand Personality/Value", "Brand Characteristic", and "Brand Edge". Secondly, the order of brand equity based on customers in this study was Polo, Beanpole and Tommy Hilfiger. Lastly, results revealed that brand extension was positively influenced by all factors of mother brand equity.

• Journal of the Korean Home Economics Association
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• v.48 no.1
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• pp.27-40
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• 2010

The objectives of this study were to investigate differences in shopping style and consumption value of apparel product type, and to establish the effects of consumption value on shopping style. A questionnaire was used to collect data from 263 women aged between 20 to 49 in Gwangju on their shopping style and consumption value according to formal and casual product type. Collected data were subjected to frequency analysis, factor analysis, ANOVA, t-test and multiple regression analysis using statistical program SPSS(version 17.0). Results showed that shopping style could be influenced by six factors: fashion-recreational, quality-brand, impulsive, confused, brand-loyal, and price conscious consumer. Clothing consumption value was influenced by five factors: emotional, functional, epistemic, social, and situational value. Shopping style and clothing consumption value were significantly different between a formal product purchaser and a casual product purchaser. Consumption value had a significant influence on shopping style of the formal product purchaser and also the casual product purchaser.

• Journal of the Korean Society of Costume
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• v.55 no.2 s.92
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• pp.1-17
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• 2005

The realistic plan to establish a silver market in the clothing industries has not taken concrete shape, although the interest in the establishment of a silver market targeting the aged as a new custom group Is gradually Increasing because the rapid development of science and medical technology in the 20th century has led to an extension of lift and improvement of living conditions. The specialized business which produces and sells the clothing for the elderly is of small number and most of the clothes for the elderly are manufactured and sold by the companies for women's clothing in which change the size or length of the original works rather than reflect the bodily features of the elderly. The findings indicated that domestic brands showed the coordinated concept of a suit of jacket and slacks or skirts while the clothes were formed with a variety of coordinations centering around single article in the U.S brands. But, there was no difference in the use of natural materials centering around cotton and silk etc. and in the use of embroidery, lace and decorative details between the two countries. The knit brands of knit suit style in Korea were formed with the items focused on pull over and cardigan twin set, while the U.S brands were mainly formed with the design of knit suit style. The domestic knit brands were mostly developed with complicated patterns and gorgeous colors, while most of the U.S. brands were presenting a single or two tone color suit style and evening one-piece dress with a simple and modern style. The sporty casual brands of sporty casual style in Korea had a variety of colors and patterns focused on function and comfort for diverse leisure activities and daily life, while the U.S brands were established to present a variety of styles with the items of single article because they had a separate brand for casual even though it was not a exclusive brand for the elderly This study has a meaning in the presentation of the design idea considering the bodily shape of the elderly compared to the ready-to-wear considering the size alone, by examining the characteristics of bodice according to the physical change of the elderly women, analyzing the design of madam brand and the style of the ready-to-wear, researching the general circumstances of the brand for the elderly women, and highlighting the necessity of the elderly clothing market.