• The Research Journal of the Costume Culture
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• v.3 no.2
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• pp.371-391
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• 1995

This study is to infer consumer's value and demographics towards Missy, who are womens of new generation which represents new consumer group in fashion industry. The concrete purpose of the study is as follows : First : To find out the differences of value inference towards Missy depending on demographics of researched group. Second : To find out differences of value inference towards Missy depending on self-evaluation. Third : To find out differences of perception towards Missy's demographics between the groups of career women, housewives, students. Fouth : To find out differences of perception towards Missy's demographics depending on self-evaluation about Missy's of researched group. The researched group was 251 women aged between $20\sim30$ living in Seoul and sample have been selected from various profession. Method of the study was by using questionnares which were based on results of pretest and preceding research. Analysis of the study was achieved by using SPSS package which are frequency, percentage, $x^2$-test, t-test and Anova, Duncan-test and the results are as follows: First : There are significant differences of value inference towards Missy between the groups who are perceived themselves Missy by self evaluation and the groups who are not. Third : There are significant differences of perception towards Missy's demographics between the groups of career women, housewives, students. Fourth : There are significant differences of perception in regards to Missy's demographics between perceived themselves Missy and the others who are not.

• Journal of the Korean Society of Costume
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• v.50 no.3
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• pp.161-178
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• 2000

This study intended to provide the visual basic data of efficient fashion advertising for Missy Brands in the 21 th by investigating and analyzing the creative strategy related to expression of fashion advertisement. The Research methdologies were as follow. First, the change of domestic advertising industry, theoretical background of the creative strategy and the condition and problems in the domestic Missy market were studied through the relevant fashion advertisement and periodical publications. Second, the content analysis was done using the advertisement of Missy Brands in Fashion magazine, " ELLE" which were published from 1992 to 1998. (3/6/9/12). The results were summarized as follows: First, the ELLE's analysis results were to increase in number of the advertisements for the teenager Brand fro 1993 and for the I.B.(Imported Brand) or L.B(License Brand) from 1995. As a result of the analyses, we suppose that a number of advertisements are proportional related to the sales of Brands. Second, the re were significant differences between D.B. (Domestic Brand) and I.B(Imported Brand) or L.B.(License Brand ) in the change of creative strategy for Missy Brands advertisements. The creative strategy of D.B. ads was used more importantly in linsuistic message than in visual message. On the contrary, the creative strategy of I.B.(L.B) ads, attached importance to the visual message(photo). Third, the ads of TIME showed ads, effect to have relevance to sales. The creative strategy of TIME ads. appeals to consumer for consistent Brand image, at the same time reflects the distinctive Brand image from the other. This study was suggested the creative strategy change of TIME through the visual data base.data base.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.1
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• pp.84-98
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• 2012

This study examines the children's wear purchasing behavior of younger generation women (the missy group) and in the new-silver generation (retired). The data collected in the study were examined with a view to establish effective marketing strategies within the children's wear market, a market where the age and characteristics of the actual purchasers of the products have become more diverse. A descriptive survey method using a self-administered questionnaire was employed. The sample consisted of 398 females between the ages of 28 and 64 residing in Seoul and the Gyeonggi-do area. Data collected were analyzed by frequency, t-test, ANOVA, factor analysis, cluster analysis, and Cronbach's alpha coefficients. Respondents were classified into 4 groups by their clothes shopping orientation: conformable/brand conscious purchasing type, planned purchasing/enjoy shopping type, store/brand loyal impulse-oriented type, and dependent/low shopping interest type. There were differences between the missy and the new- silver generations under consideration. It is clear from the study that, even though some individuals of the missy group and of new-silver group belonged to the same shopping orientation type, individuals still showed differences with regard to children's wear purchasing behavior.

• Fashion & Textile Research Journal
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• v.10 no.6
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• pp.979-988
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• 2008

The purpose of this study is to analyze the lower body size and forms of married women in their thirties who have experienced pregnancy and parturition. Their measurements derived from the direct anthropometry and indirect photographic measures were compared to those of 20's. Improving consumer satisfaction for missy brand, especially in fitness of skirt and pants, some lower body classification were presented. The results were as follows : 1. The characteristics of lower body showed many differences by individuals especially in depth, girth, length and angle measures rather than height and breadth measures. Many items including index, calculations and angles revealed significant differences compared to those of 20's. Several breadth items, crotch length had distinct increase than those of women in twenties. Flattened buttocks side silhouette from waist to hip, buttocks drooping and decrease of inclination implied the influence of pregnancy, parturition and aging. 2. We hardly find out sizing system differences between missy brand and miss brand. Based on waist and hip girth measurements of subjects, sizing system of missy apparel wasn't suitable for their body size. Excessive drop(hip girth-waist girth) of missy brands, 25~30 cm, was almost the same to the drop of miss brands. 3. To improve the size satisfaction of missy women, we classified the lower body into 5 types according to drop, buttocks angle and hip length. Type 1 was small waist with large buttocks projection, and hip length was close to an average. Type 2 was small waist with medium buttocks projection, and the hip length was close to an average. Type 3 was medium waist, with average projection of the buttocks and hip length. Type 4 was large waist, projection of the buttocks and the hip length were close to an average. Type 5 was large waist, projection of the buttocks was small and the hip length was close to an average.

• Fashion & Textile Research Journal
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• v.6 no.3
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• pp.347-356
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• 2004

The purpose of this study is to analyze the sizing system and size designation of ready-made jackets for women. We survey the sizing system and size labeling that have been used and presently practiced by the domestic garment industry of ready-made woman's jacket. In addition, 264 tailored jackets are measured for the sake of this study. The jackets are classified into 3 groups(young, missy, and madame) according to the target age of the brand. The result shows that size labeling involves body measurements(85-94-160), size code(55, 66) or simplified letter(S, M, L). However, the correspondence of size information and ease tolerances of jackets is not consistent and each company has its own sizing system. There are significant differences among young, missy, and madame group on the bust girth of apparel in 66size code. The average apparel size piteh measurement distributions(bust girth and hip girth respectively) of young group are 9cm and 13cm in 55 size code, those of missy group are 7 em and 3 cm in 66 size code, and those of madame group are 6cm and 4cm in 77 size code. The ease of bust girth and hip girth in missy group are much more than other groups.

• Journal of the Korean Society of Costume
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• v.51 no.1
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• pp.49-59
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• 2001

This study was designed to identify the brand positioning of Infant's wear according to fashion lifestyle of missy women. Cluster analysis on fashion lifestyle classified three groups according to fashion lifestyle factors : Fashion Indifference group(34%), Fashion & Individuality Oriented group(27%), Rationality Oriented group(37% ). The analysis of positioning map with satisfaction of seven brand image attributes (color, design, price, utility, quality brand name, fashion) showed the distance of satisfaction was different among three groups.

• Proceedings of the Costume Culture Conference
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• 1995.11a
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• pp.8-8
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• 1995

• The Research Journal of the Costume Culture
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• v.6 no.1
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• pp.14-24
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• 1998

This treatise, distinguishing the Korean in modern times who abruptly came to appear as newly-flowing group in the 1990 into 10, 20 and 30s respectively and giving new appellations like New kids for teenages, X-generation for 20s, Missy for 30s, is for search of their clothing phenomena. In this research, I have investigated several major factors which caused rapid developments and changes in cloths and present situation of various causes influenced by clothing phenomena, value in their life, tendencies, life style of these ranging from teenages, so-called New kids, to X-generation, forming wide scopes of clothes and to 30s, so-called Missy appearing with instigating another dimension of sensational turning-point in the field of fashion in Korea.

• The Research Journal of the Costume Culture
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• v.8 no.4
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• pp.549-561
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• 2000

The purpose of this study was to survey and analyze the age classification of women customers as a target market and sizes on a label that were actually produced by each brand in Korean national brands ; they were classified into size for bodice and bottom, and compared with the distribution of national data of women's body measurement. They were analyzed and classified by brand groups of 'miss', 'missy', 'Mrs.'and 'madam', The results were ; 1) It was found that recent products for ready-made for women's clothes tend to be designed with target to the measured ages classified by the range of five or ten years. The main practice was that for 'miss'brand group the age range was of five years, and for 'missy'brand group, ten years. And for 'Mrs'and 'madam'brand groups, it was of 15 or 20 years. So that, it is necessary to design their clothes based on their features of body considering the intervals of age. 2) 'Mrs'and 'madam'groups were most remarkable for their distribution into a vast range of sizes for three control dimensions and waist girth size when compared to 'miss'and 'missy'groups. The distribution of brand size had no relation with that of body measurement, and in particular, none was produced for short height size between 145 and 150 ㎝. For tall height size between 175 and 180 ㎝, many brand sizes were distributed while body measurement was few. It means that distribution of brand size was different from real distribution of body measurement was few. It means that distribution of brand size was different from real distribution of body measurement as a result that the larger the bust girth in such cases over 160 ㎝, the larger the size of hip girth. Even as for the height 155 and 160 ㎝ in which body measurement is concentrated, there were many problems because while sizes of 'large'bust girth and 'small'hip girth had a large distribution, their clothes were not produced.

• Korean Journal of Human Ecology
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• v.14 no.5
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• pp.805-812
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• 2005

The purpose of this study is to analyze the shopping orientation and purchase behavior of missy women who are the main consumers of baby's wear and to identify the differences between decision criteria for baby's wear purchase and purchase behavior by their types of shopping orientation. The results of this study are as followings: 1. The analysis of shopping orientation shows that there are five factors; pleasure-oriented, practicality-oriented, impulse-oriented, store-devoted, and individual-oriented shopping. The group analysis shows that there are five groups; store-devoted shopping group, individual-oriented shopping group, impulse-oriented shopping group, practicality-oriented shopping group and pleasure-oriented shopping group. 2. The analysis of the differences in decision criteria for baby's wear purchase by the types of shopping orientation demonstrates that there are significance differences in all variables except price and design variables. The results show that store-devoted shopping group puts an emphasis on the quality and practicality. Individual-oriented shopping group emphasizes practicality. Impulse-oriented shopping group considers brand image and fashionableness. Practicality-oriented shopping group focuses on practicality. And pleasure-oriented shopping group regards brand image and fashionableness. 3. In order to find out the purchase behavior by the types of shopping orientation, several variables, such as favored images by the types, information resources, store selection behavior, purchase expanses, purchase frequency, and the ratio of purchasing imported baby's wear, are analyzed. The results show no significant differences among them.