• 한국의상디자인학회지
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• 제9권1호
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• pp.89-101
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• 2007

Young casual brands today is beset with perplexing difficulties, as consumer tastes become more sophisticated. Consumers request the type of product they want and how they want it differenciated from existing product. This study research that young casual brands seek to react to consumer who wants special and different fashion items, have a look for definite concept and target. Also In modem digital environment, Young Casual brands needs a quick and comprehensive action against a change of scene. So This study propose resort wear design with the use of computer graphics to applicate on young casual brands as developing various and effective design method, target on girlish young casual with unique indiviuality of lovely sensitivity. The result of this research as follows. First, young casual brands will have to seek ways to differentiate as brand identity, value of product, satisfaction for consumer's culture and lifestyle. Second, As a result of the adaptation of ethnic fashion, 8 resort wears designed development of girlish young casual wear using computer graphics. Third, computer graphics could contribute to the rapid composition of diverse, new and differenciated design research on it.

• 복식
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• 제63권4호
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• pp.143-157
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• 2013

Fashion products are goods purchased based on cultural and psychological values derived from a brand image as well as on the physical value of the product itself. Management of brand image has been one of the most important marketing strategies in the fashion industry. In this research, three best-selling young casual brands were tested with 200 male and female subjects to compare brand image, logo image, and advertisement image. The objective of the research were as follows: 1) to explore the effect of advertisement on the purchase of young casual wear and brand image management status through advertisements of domestic brands, and 2) to investigate differences in consumer perception on brand logo image and advertisement image. The results showed that most of young casual brands are depending much on star marketing rather than developing differentiated brand image through advertisements as indicated in brand image management status. Failure in development of differentiated and consistent brand image is a barrier to the long-term and continuous advancement of young casual brands. Therefore, more efforts should be made for the reinforcement of brand image for the consistent growth of domestic young casual brands.

• 복식문화연구
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• 제13권6호통권59호
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• pp.934-945
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• 2005

The purpose of this study was to investigate the content and presentation style of consumer information of Korean young casual apparel brand. To collect the data for this study, the representative 25 casual brand web sites were selected, based on major search engines. In addition, to investigate exact product information, four product categories, knit shirts and casual pants for men and women, were selected and the number of products was limited as maximum 15 products per each category. A coding instrument was developed to capture the consumer information, based on the instrument by Park and Stoel(2002). The Pretest was conducted to gauge inter-coder reliability and the results showed that inter-coder reliability was highly acceptable. The results of this study were as follows. Most casual brand web sites for this study were presented well in brand and customer service information. Especially, many web sites provided various engaging information such as various events(best dresser contest, date with a star, special gift) and useful multimedia file(MP3 music file, screen saver, movie, calender). However, product information was very lack in most web sites. Especially, sizing and fitting information and textile and fabric hand information were rarely provided. Therefore, this result showed that the web sites should provide more specific product information and develop devices to get tactile sensory and experiential information for enhancement of future e-commerce of apparel products.

• 패션비즈니스
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• 제12권4호
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• pp.46-55
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• 2008

The purpose of this study is to provide the effective internet marketing communication strategy as marketing tools by analyzing the web sites of young casual fashion brands. We've selected 19 young casual fashion brands in 3 department stores and made the classification standard - advertising, promotion, public relation(PR), customer management - and analysed the young casual fashion brands according to 4 classification standard on the web sites. As a result of study, it is found that 19 young casual brands' web sites put an emphasis on activity of customer management and promotion in general. However, they did not conduct the PR and advertising actively compared with other parts. Especially, the promotion strategy occupies more parts than any other parts through the variety of membership card's services. Also they are sending e-mails or providing 1:1(FAQ/Q&A) board to the members as a customer management to be able to help to communicate with customer through the web site.

• 한국의류산업학회지
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• 제6권2호
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• pp.195-204
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• 2004

As Korea fully entered the fashion industry in the early 1980s, the casual lifestyle trend has led the casual trend of fashion, and segmentation and specialization of the casual wear market began from the early 1990s. As of 2003, which is twelfth year after On & On's launch in 1992, this brand has succeeded in advancing into the Chinese market and has also arisen as a successful brand in the domestic market. The present research was carried out by consulting on the proposal of the marketing strategies for On & On. Firstly, in 1994 the marketing research for the consumers visiting the shop was carried out. A second investigation was conducted on the basis of the first analysis in 2003, ten after the first investigation. This research was performed to propose the future marketing strategies for On & On through an analysis of the changes of On & On consumer's purchase. This research established marketing strategies for the young casual brand.

• 복식
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• 제59권2호
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• pp.128-142
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• 2009

American trendy casual style can be characterized as fitted to body and rendering sexy and fashionable images and now very popular in Korea. This paper aims to identify how American trendy casual styles have been introduced and diffused among Korean young people and also compare the similarities and differences between American and Korean styles. American trendy casual style was introduced and diffused through 4 channels: people who have living experiences in America, media exposure by American films, TV dramas and fashion magazines, on-line network using internet cafe, club and blog, use of on-line shopping mall speciallized for purchasing American apparel brands. Some of American celebrities became fashion ikons and played critical roles in diffusing American trendy styles. Photos of those American celebrities and street fashion of Korean young women were collected through internet search from Sep. 2006 to Aug. 2007. 6 styles including leggings, mini skirt, short dress, skim jeans, pants with long boots, big bag and long necklace were selected as representing American trendy casual styles. Silhouettes and overall styling were very similar in all 6 items. But Differences were found in terms of rotor, amount of details, item coordination, matching shoes and overall images.

• 패션비즈니스
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• 제10권6호
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• pp.79-90
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• 2006

In order to build strong brand equity in the current market circumstances, it is essential to understand the core dimensions of brand image, which is brand personality. The objectives of this study were to identify the brand personality dimensions of a casual brand, "BeanPole," and to investigate the effects of the brand personality on BeanPole buyers' brand preference, satisfaction and loyalty. The data were collected via a web survey. The sample consists of 500 people between the ages of 18-45 who are familiar with Bean Pole casual clothing brand (male- 40%; female-60%). Sixty-six percent of the sample indicated that they had purchased the Bean Pole clothing during the last three years. A total of five factors were extracted from the brand personality index scale: They were excitement/sophistication, competence, sincerity, ruggedness, and smoothness. Compared to the B/P non-buyers, B/P buyers tended to rate excitement/sophistication, competence, sincerity, and the smoothness brand personality dimensions higher. Multiple regression analysis revealed that excitement/sophistication, competence, sincerity and ruggedness brand personality were significant predictors of respondents' casual clothing brand preference, satisfaction, and brand loyalty. Among these significant predictors, competence was the best predictor of casual clothing brand preference, satisfaction and brand loyalty. Based on these findings, strategic implications are discussed.

• 디지털융복합연구
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• 제14권4호
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• pp.295-301
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• 2016

본 연구는 사랑의 유형이 캐주얼섹스(Casual Sex)에 미치는 영향을 살펴봄으로써 대학생의 성문화를 이해하고 성상담과 성교육의 기초자료를 제공하는데 목적을 두었다. 대전지역 868명의 대학생을 대상으로 설문조사를 실시하였고 자료는 IBM/SPSS 20.0으로 분석하였다. 연구결과 캐주얼 섹스의 행동과 사랑의 유형 중 열정이 높은 정적 상관관계가 있었다. 책임이 높을수록 캐주얼 섹스에 부적 영향을 미치고, 열정이 높을수록 캐주얼 섹스에 정적 영향을 미쳤다. 이러한 결과는 미국과 달리 아직까지 한국에서는 이성교제 중에 캐주얼 섹스가 이루어지기 때문에 이성교제가 활발한 대학생의 성교육이나 성상담시 사랑의 유형의 연구를 활용해서 준비되고 책임있는 성행동을 논의하고 교육해야 한다는 것을 시사한다. 캐주얼 섹스(casual sex)의 성행동은 우리나라에도 이미 존재하지만, 캐주얼 섹스를 주제로 한 연구는 아직 국내에서 찾아보기 힘들다. 캐주얼 섹스(casual sex)는 융합시대 젊은이의 성을 대변할 수 있기 때문에 변인에 관한 후속연구가 계속 진행된다면 성상담과 성교육의 기초 자료와 정책 자료로 활용될 수 있을 것이다.

• 한국의류학회지
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• 제38권1호
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• pp.46-58
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• 2014

This study investigated the difference of clothing-behavior for the same occasions in terms of a cross-cultural context. It analyzed clothing items worn by TED speakers via video at TED.com in the US, UK, France, Japan, and South Korea from October to December 2012. An analysis on the 233 videos showed considerable differences among countries. American speakers wore casual items on the top and formal wear on the bottom. Most British speakers wore the same styles on the top and the bottom outfits such as 'formal-top & formal-bottom' or 'casual-top & casual-bottom'. French speakers chose mix and match styles. Japanese and Koreans selected the same styles on the top and the bottom outfits such as 'formal-top & formal-bottom' or 'casual-top & casual-bottom'. In particular, Japanese speakers selected various casual items more than other countries' speakers. Korean senior speakers had a preference to wear more formal clothing and young people liked more casual attachments. This study found that clothing attachments differed by cultural context and generation.

• 패션비즈니스
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• 제14권3호
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• pp.75-89
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• 2010

The purpose of this study is to provide information how to locate a apparel store based on target age, merchandise's type and price. Three trade areas in Seoul are chosen: Myeong-dong which is the biggest trade area in Korea; Kangnam station one of representative Kangnam trade areas; and Myeongil-Dong a neighborhood trade area. This study is mainly performed by analysing the locations of the stores in the given areas. The result shows that the main apparel stores in Myeong-dong are casual wear stores for young people with the range of mid-high price. The stores in Kangnam station trade area also sell the casual wear for young people but they are mostly mid-low priced. In the trade area of Myeongil-dong, however, there are various kinds of mid-priced apparel stores for residents of all ages. Apparel stores for formal wear, casual wear, and formal-casual wear tend to be located side by side. But other kinds do not. These results show that affinity is found in some types of apparel stores by the analysis of the next-door apparel stores.