• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.2
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• pp.258-272
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• 2016

This study estimated a structural model for examining causal relationships among flagship store experiences, store emotion and loyalty, and to compare the structural models between luxury and fast fashion SPA brands. A total of 416 responses were collected from consumers who had experience with a variety of luxury and SPA flagship stores. Findings confirmed that flagship store experience consisted of four factors, such as sensory, affective, intellectual and behavioral experiences. Sensory and behavioral experiences had positive effects on store emotion that influenced loyalty. Affective and cognitive experiences influenced loyalty. All aspects of experiences explained store emotion or loyalty for luxury flagship stores; however, two of experiences (i.e., sensory and affective) were important to determine store emotion or loyalty for SPA flagship stores. The study discussed managerial implications for fashion brands to develop and manage flagship stores.

• Korean Journal of Human Ecology
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• v.23 no.2
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• pp.343-355
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• 2014

This study explores the characteristics of fashion flagship stores from the consumer's viewpoint, examines the differences by brand type in the flagship store characteristics, store experience, in-store emotion, and the post-visit brand response, and compares those of the flagship store with other stores of the brand. Flagship stores of the four brand types including luxury, SPA, retail, and national brands were selected for the online survey. Data from 537 respondents who visited and selected one of those stores were analyzed. Five factors including facility/service, scale/product lines, brand identity, location, and publicity were extracted from the characteristics of flagship store. There were differences in the perceived flagship store characteristics by brand type; The luxury and retail brands were more highly perceived in facility/service comparing to the SPA brand. Store experience and brand response were also different by brand type; Perceptions of the luxury brand were also higher than of the SPA brand. Overall, consumer responses to the luxury brand were higher than to the SPA brand. Consumer responses to the flagship store were higher than to other stores of the same brand. The study discusses further implications.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.1
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• pp.131-150
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• 2012

The purpose of this study is to provide the characteristics of marketing strategy on the SPA(Specialty store retailor of Private label Apparel) brand. This research can be used as information for the domestic SPA brand to enhance its international competitiveness. The characteristics of marketing strategy on the SPA brand are as follows. 1. One company integrate vertically the process of planning, production, promotion and distribution. 2. As using the advanced information, productions, and logistics systems, they are carried out speedy management. 3. The production strategies are focused on providing new goods of fast cycle and very diverse styles in a season, developing products that accurately reflect the general market trend and consumer demands, extending the line of goods, outsourcing of the place to reduce production costs. For high-quality goods, they are collaborating with the famous designers and developing of new and green environment materials. 4. Generally, the SPA brand emphasizes the low price strategy against the quality. 5. The promotion strategies are focused on conducting various unique and high sensible VMDs, fashion shows, star marketing, campaigns, aggressive publicity, magazine & outdoor advertisement and various events through the internet website, etc. 6. The place (distribution) strategies of SPA brand are focused on launching into global, expanding number of stores, increasing large-sized stores and diversifying the forms of store and selling.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.672-682
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• 2015

SPA brands have quickly expanded in domestic fashion markets as native SPA brands enter markets that foreign SPA brands previously occupied. It is important that each SPA brand establish its own brand identity to differentiate itself from other brands when SPA brand competition in fashion markets increases. This study investigates how SPA brands express brand identities through colors due to their importance for visualization strategies and brand identity. This study conducted a simultaneous literature study and case study. First, this study reviewed the theoretical background of brand identity and its relationship with colors as well as SPA brands by studying relevant literature and cases of domestic academic theses and data on Internet web sites. After reviewing the theoretical background of SPA brands, this study selected 4 stores of SPA brands (8SECONDS, H&M, UNIQLO, and ZARA) as case study targets and analyzed the stores' external appearance, interior and product colors. Store analysis divided colors into identity colors and trend colors with each SPA company expressing its own brand identity through: the store's external appearance (logo color), painted interior colors (ceiling, floor, walls, mannequins, hangers, equipment, and store-carrier bag), or trend colors (reflected in the store's main display hall or products). The results consider that each SPA brand sets the mass market as their target, and chooses the commercialization of latest fashion by selecting the latest trends in the fashion trend cycle, so its products do not reflect characteristics symbolizing the company's uniqueness and brand.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.6
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• pp.2540-2550
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• 2012

The purpose of this study to analysis influence commitment and post-purchase satisfaction on VMD components within SPA stores. VMD Components are consist of product directing and space directing as independent variables, we are empirical study on affective commitment and post product purchasing satisfaction. To validate the hypothesis by path analysis conducted between variables using SPSS 12.0 and LISREL8.7, the results are as follows : First, product directing and space directing have significant effect on commitment and post-purchase satisfaction. Second, commitment have significant effect on post-purchase satisfaction. Third, we found commitment have mediate effects from analysis direct affect and indirect affect of path coefficients. Contribution of this study to found VMD components consist of product directing and space directing are both important factors SPA stores, among them space directing is more important role commitment and after purchasing satisfaction. And that is based on emotion-cognitive theory by revalidation, these results are used on developing VMD strategy that is required at the time of practical and theoretical guidance of SPA stores.

• The Research Journal of the Costume Culture
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• v.15 no.1 s.66
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• pp.1-12
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• 2007

The purpose of this study is to identify the SPA(Specialty store retailer of Private label Apparel) characteristics and product supply process of Korean casual apparel brands. The research was conducted by questionnaire surveys to 63 casual apparel brands. SPA characteristics of each brand were measured with four SPA characteristic indices: short product supply cycle, spacious retail floor, single brand retail store, and low product price compared to the quality of the product. The 63 apparel brands were grouped by SPA index score. The brands belonged to group H had high index score and brands in group L had low index score. The results of this study showed that the most of the casual apparel brands' products were sold at department stores, especially the brands belonged to group L greatly depended on department stores. Few apparel brands have spacious retail floor. The retail product price of the brands belonged to group H was low price while the product price of the brands belonged to group L was in the medium-high price. The supply time of the new products was short in general. The most brands supplied new styles to the retail floor within 1 to 3 weeks. The information technology was heavily used. The brands belonged to group H highly used information technology including bar codes system, pas data analysis, and inventory control system. The current style trends were analyzed with street fashion and feedback from the shop managers.

• Fashion & Textile Research Journal
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• v.16 no.3
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• pp.386-395
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• 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.

• Korean Institute of Interior Design Journal
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• v.21 no.2
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• pp.123-132
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• 2012

In the trend of concentrating on the consumer driven experience market as a new marketing concept according to the improvement of life standard and the change of consummation pattern, SPA brand has applied experience marketing strategies to the market successfully to be grown constantly with consumer secure and production of business benefit through brand image and positive consumer attraction. Therefore, this study aims to research the experiential representation element and attribute in the competitive Global SPA brand space due to the sustainable growth from the recent domestic fashion market based on the strategy type of the experiential marketing. Thus, the experiential marketing strategy type was drawn based on the experiential marketing and the theoretical reflections of Global SPA brand, and the SPA brand space was classified depending on the attribute of the commercial space for making the framework of case analysis, so it was progressed as the method of analysis through the experiential representation attribute in the SPA brand space. The marketing strategy and representation for advertising the image of company and product message by the SPA brand should be planned, so successful application of the experiential marketing to the shop is connected to the corporate interests, and forming the meaning more than space by impressing on the consumers the brand and arousing the emotional experience of the consumers and meeting the consumers' a variety of needs had effects on forming a lasting relationship between the brand and consumers. Therefore, this study is expected to be an opportunity to vitalize the domestic SPA brand behind the competition with the Global SPA brand.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.2
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• pp.190-203
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• 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.

• Fashion & Textile Research Journal
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• v.22 no.6
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• pp.803-811
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• 2020

This study investigates the management of clothes and the perception of up-cycling fashion based on university students majoring in fashion. Results based on 124 survey participants are as follows. First, students prioritized design when buying clothes and regarded texture as important for material. In managing clothes, male students emphasized durability; however, female participants checked fluff occurrence. Second, more than half of the respondents knew what up-cycling fashion was; overall, female students were more aware of up-cycling fashion than males. Few students purchased up-cycling clothes; however, many were willing to buy up-cycling clothes for eco-friendliness, which implies that they understood the relations between up-cycling fashion and environment. Third, pertaining to the perception of SPA fashion, students were highly satisfied with the accessibility of SPA brand stores. The group of students who knew up-cycling fashion were more satisfied with SPA brands and indicated o correlation between the cognition of up-cycling brands and preference for SPA brands. Last, in terms of the perception of environment and clothing, university students majoring fashion recognized the need for environmental protection; however, they did not emphasize environment when purchasing or managing clothes.