• Journal of Distribution Science
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• v.10 no.9
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• pp.37-45
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• 2012

Purpose - The objective of the paper is to examine display techniques and tools at traditional clothing stores to improve the traditional market. Since most research has been done theoretical and model based approaches, changing business environments requires more holistic and detailed facts to apply or develop a retail business strategy. Research design / data / methodology - The study employs qualitative research such as direct observation as well as direct interview and telephone interview from May 7 to Jun 2, 2012. The paper examines lighting, various display techniques and tools. The analysis of 80 store pictures for them had been done three examiners with agreement. Results - Sample garments are displayed on the walls; the racks of hangers are attached on the upper part of the walls; there is indirect lighting only. Furthermore, the merchandises are displayed, without any consistency, on various sizes and shapes of hangers, only on the owners' arbitrariness. When considering that the Korean traditional fabrics (Juddan) have a little pattern and colors as their important elements for displaying. Conclusions - The findings of this study show that the retailers in the traditional market need to have lessons on colors and to learn how to use the specific lighting and to display merchandise.

• Korean Journal of Human Ecology
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• v.18 no.4
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• pp.923-932
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• 2009

This study aims to present a marketing strategy in the infant wear market with regard to consumer segments by analyzing benefits infant clothing purchases. For this study the consumer's evaluation criteria, usage of information source and characteristics of purchase behavior were analyzed by clustered consumers' groups. The results of the study are as follows: 1) Four factors were revealed as the result of the factor analysis on the benefits in infant clothing purchases. The factors were labeled fashionability, brand value, individuality, and practicality. 2) The result of the cluster analysis showed that it was most appropriate to categorize consumers into four groups based on the benefits of infant clothing purchases. 3) There were a significant difference in evaluation criteria, usage of information source, and characteristics of purchase behavior in terms of buying plan, retail store, purchase frequency, amount money spent, named brand purchase, and vicarious satisfaction among the groups.

• Fashion & Textile Research Journal
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• v.10 no.6
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• pp.864-872
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• 2008

This study investigated store attributes, VM factors, and store loyalty for store choice behavior by G sensibility types. A total of 425 usable questionnaires were obtained from students who enrolled at universities in Busan, Korea. For data analysis, factor analysis, cluster analysis, ${\chi}^2$-test, and ANOVA were conducted by using SPSS 10.1. The major results were as follows: First, G sensibility was classified into five types: G1(My pace type), G2(Active type), G3(Whimsical type). G4(Mania type), and G5(Sensational type). Particularly, G3 was most highly observed in male and female groups. Second, there was significant difference in the importance of store attribute, such as merchandise assortment among G sensibility types. Third, there were significant differences in VM factors of store image, physical facilities, and display and layout among G sensibility types. Especially, G5 type consumers considered store image, physical facilities, and merchandise display and layout more importantly, than did the other types. Fourth, there was significant difference in store loyalty among G sensibility types. This study discussed managerial implications of visual merchandising strategy for apparel retailers.

• Journal of Fashion Business
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• v.2 no.4
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• pp.21-27
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• 1998

This study is regards to merchandising in terms of paradigm shift on marketing and cost reduction. All research was done to trace the change of customer's purchasing trend taking examples through two of major women fashion brand, Katharine Hamnett and Cynthia Rowley since Korea has been in IMF controlling. The conclusion is as following; 1. After IMF controlling, young character casual and middle-low priced unisex mode have mainly been in '98 fashion trend. On item terms, cross coordination with reasonable prices was formed as main stream. 2. Shortened production lead-time made it possible to reduce its cost. Also new types of fashion business has been introduced to customers. 3. Speedy action are more emphasized through the benefits of simplified marketing channel and shortened payment terms. 4. It used to be a typical style to enjoy the high margin with an famous overseas brand paying license fee. Currently, the trend is extended to re-export to overseas for the licensed OEM goods.

• Korean Institute of Interior Design Journal
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• v.23 no.4
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• pp.120-128
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• 2014

Due to prolonged recession and limited spending of the consumers, domestic fashion brands are putting their efforts in pursuing competitiveness in order to survive in an intense competition, and because of this reason, VMD is being considered significant as a strategy for store environment improvement. An empirical research regarding analysis for systematic strategic VMD configuration factors of fashion retail store and relationship of repurchase intention that have effects on increase in sales was conducted. Thus, this study considers importance and spatial interrelation of VMD configuration factors of fashion retail store through theoretical consideration, and based on this, VMD configuration factors were restructured into reconcilability, attractiveness and epidemicity. An empirical validation through theoretical hypotheses and survey for relationships among VMD configuration factors, brand preference and repurchase intention was conducted. As a result of path analysis, VMD configuration factors reconcilability, attractiveness and epidemicity have effects on repurchase intention, and it was analyzed that epidemicity has the biggest effect on consumers. Also, it was found that brand preference has effects on repurchase intention and through this, as favorability and customer satisfaction for brand has effects on repurchase intention, it is judged that creating a strong brand image and brand image building is important the most for improving brand preference.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.3
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• pp.411-427
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• 2018

This study is to understand the inner psychological state of consumers who pursue a retail therapy effect through fashion product shopping. Qualitative research on the whole process from the point of time of occurrence of shopping motivation to the end of shopping motivation was performed. The researcher became a virtual shopping partner during shopping and conducted a natural conversation interview using a mobile instant messenger program (Kakao Talk). After shopping, participants were asked to write a diary on that day. Collected data were analyzed by applying the grounded theory approach suggested by Strauss and Corbin (1998). Casual Condition, represented everyday stress and Contextual Condition indicated the self-healing consumption trend. Main Phenomena showed a mood change during the fashion shopping process. The sense of emancipation from the place, the satisfaction from the maintenance of social relations, and the sense of accomplishment through purchases were revealed. Intervening Condition showed the consideration in the process of shopping for fashion products, such as providing a try-on experience, price promotion, and involvement of a companion. Action Interaction Strategy was the shopping behavior for the positive emotion increase and negative emotion decrease. Consequence represented a retail therapy in shopping for fashion products.

• International Journal of Costume and Fashion
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• v.18 no.2
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• pp.65-83
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• 2018

The purpose of this study was to explore the dynamics of the newly emerging designer fashion market and examine how startup designers reacted to the tension between creativity and business, and how they grew within such dynamics. In-depth interviews were conducted with 22 DFE entrepreneurs and 7 fashion industry experts. The grounded theory was used to analyze data and yield results. Korean new generation of DFEs, attracted by the growing online market opportunities are directly distributing through online channels, targeting the millennial consumers who are pursuing new values at new distribution channels. They show new growth pattern, start with a few key items in the middle and lower price segments, then upscale their design, quality, and price. This study further investigated designers' enterprise orientation shift, which was explored by Mills. Some creativity-oriented designers encountered difficulties in the orientation shift, while designers who demonstrated business characteristics from the startup stage restored the balance by trying to improve both creativity and business. This study discovered a new way for the designer to enter the growth stage. This growth approach is one of the success strategies applicable to designers launching a brand on online platforms in the global market.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.5
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• pp.984-1003
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• 2020

The global fashion industry produces significant carbon emission and micro-plastics in oceans. Studies on sustainable design methods as such environmental issues in fashion are becoming intensely problematic. This study conducted a case study on 100 upcycle fashion brands to propose strategical upcycle fashion designs to compete in a sustainable fashion market. A literature review indicated that 3 types of textile wastes are generated as upcycling materials: post-producer, pre-consumer and post-consumer. Wastes are categorized together with 3 types of techniques: redesigning, reconstruction and handcrafting. This research derived 7 types of upcycle fashion designs that have the following features: to make luxury upcycle fashion products, to make sustainable grunge looks, to re-evaluate deadstocks, to recover vintage clothes, to convert waste into craft-arts, to offer solutions for damaged products, and to make zero-waste small fabric waste. The study results show that key drivers in the upcycle fashion design are the redesignability of materials and technique-related costs. This study implies that adopting appropriate design features can be a useful strategy for designers. New technologies will solve current problems and encourage them to design products in a new circular value system.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.6
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• pp.996-1011
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• 2023

This study introduces an effective marketing strategy for fashion SMEs and small designer brands utilizing Instagram as a social networking platform. The research compared the impact of two information delivery types (native advertisements vs. live streaming after native ads) and two types of promotional messages (scarcity vs. price discount) on SNS consumption value, and product attitude toward fashion designer brands. The study involved surveying 251 Korean women aged 25-55 with experience in buying designer products and using SNS. Data analysis was conducted using SPSS 26.0 and Process Macro v3.5. Results indicated that both native advertisements and live streaming enhance economic and social values in SNS consumption. Live streaming with price discount messages generates higher perceived SNS consumption values compared to scarcity messages. Consumers showed a more favorable attitude toward designer brand products when watching the live streaming of price discount messages rather than scarcity messages. The findings emphasize that the broadcast host actively induced participation to reveal viewers' social presence through comments or emphasized discount messages such as ultra-special prices during live streaming on Instagram.

• Archives of design research
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• v.21
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• pp.67-74
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• 1997

Marketing communication is becoming a critical element in today's competive retail environment. Consumers are better educated and discriminating in their choices. Especially, now in the totally opened Korean market situation, establishing proper retail marketing strategy faces many challenge and require special attention. In this study, various promotion media application strategies are mentioned in order to help retailers who need to develop their own promotion plan. Among the media mix, xisual merchandising is becoming effective communication system for retail promotion. Because of its complex development process, retailers and professionals both need to understand the theoretical background of VMD and application method. As a guide in developing systems for each use, it might have some limitations due to the method of research and data related to researcher's choice. In spite of above mentioned limitations, this study will serve as a practical guide for the retailers who wishes to achieve marketing goals in order to survive in this competitive retail situation.