• 한국의상디자인학회지
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• 제6권2호
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• pp.77-87
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• 2004

The purpose of this study was to analize the types of symbol concretely, one of a constituent elements of brand, using in Apparel Brands and to examine the meaning of symbol in the internet site of each brand and to evaluate the symbols in the aesthetic dimension and to suggest a basic data of the branding strategy for marketers. For this purpose, 41 Apparel Brands were selected from fashion magazine and the types of symbol used in the Apparel Brands were classified into three types. According to the formative characters of symbol, there were word symbol, descriptive symbol and abstractive symbol. The results of the study were following: the order was the descriptive symbol, word symbol, and abstractive symbol. The percentages of using symbols were descriptive symbol(61%), word symbol(29%), and abstractive symbol(l0%). The Apparel Brands used the most frequently the descriptive symbol that represents or symbolizes a concrete object to represent the image of brand. The abstractive symbol that use a graphic style or geometrical form to deliver the character of brand was used lowest. From this results, we could find that the descriptive symbol was used to deliver/notify the character or image of company's own brand easy and quickly to consumers in symbolic meaning making use of a concrete object such as a animal, plant, specific object or fictitious person, etc than word or abstractive symbol.

• The International Journal of Costume Culture
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• 제5권2호
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• pp.24-36
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• 2002

Prestige products, such as apparel, are infrequently purchased and require a higher level of interest and knowledge because they are strongly related to an individual's self-concept. This study was designed to conceptualize prestige seeking behaviors by investigating the underlying motives and its influence on brand loyalty. This study adapts Vigneron and Johnson's (1999) framework as a conceptualization of prestige seeking apparel consumption. A survey questionnaire was developed to measure the five underlying values of prestige consumption and brand loyalty. Data from 554 college students were used for the analysis. Results of confirmatory factor analysis using LISREL indicated that apparel prestige consumption does not consist of five distinctive dimensions. Among five theoretically driven dimensions, prestige consumption due to conspicuous, social and emotional value were highly correlated. Structural equation modeling using LISREL showed that brand loyalty was significantly influenced by prestige consumption due to conspicuous value, hedonic value, and uniqueness value.

• 한국의류학회지
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• 제27권3_4호
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• pp.384-394
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• 2003

The purpose of this research is to provide the apparel companies with a successful business strategy by analyzing the concept, function and current status of mileage programs; and examining how customer's attitude, recognition, experience, compensation method of the mileage program in apparel companies affect its brand loyalty. In this research simple random sampling was performed. The sample pool was based on 494 people which included college students and employed men and women in their twenties and thirties living in Seoul and in the metropolitan area. The data analysis was completed on the basis of SPSS package, using frequency, percentage, mean, standard deviation, factor analysis, variation, Scheffe test, regression, t-test, and X/sup2/. The following results were found in this research: It is effective to maintain brand loyalty through continuous relationship with consumers as fierce competition increases in apparel companies. A mileage program is a win/win strategy that allows clothing companies to increase its sales and brand loyalty while consumers feel greater satisfaction.

• 한국의류학회지
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• 제21권1호
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• pp.182-193
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• 1997

The purpose of this study was to investigate the actual state of introduction and distribution of import apparel and to identify which characteristics of import apparels were different from domestic apparels by analysing consumer's evaluation attitudeto import apparels comparatively. Inaddition, by forming consumer groups who prefered import apparels and who prefered domestic apparels consumer characteristics and factors of each group were investigated. Results of this study are summarized as follows; 1. The degree of recognition of domestic or import well-known apparel brands were both high as 79.1% was to national brandcomparing with 77.0% of import brands. Average holding articles of import apparels were increasing up to 2.08 per person. 2. Consumers gave better evaluation to import apparel in all its aspects. With respects of the economic value and thepractical value, domestic apparel brands were evaluated better than import apparel brands while import apparel brands were evaluated better than domestic apparel brands with respects of design, brand image, and quality value. 3. Consumer group who has preference to import apparel has the tendency of high degree of clothing expenditure and low degree of economical behavior in clothing life st)4e and high degree of brand preferency. Futhermore, such group was not affirmative to negative effect of purchasing import goodsand open-trade policy. 4. Core factors affecting the preference to import apparel were design evaluation attitude, general reluctancy to buying imports, brand-oriented clouting life style, and degree of prossession of import apparel, as enumerated in the order of importance.

• 한국유통학회지:유통연구
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• 제4권2호
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• pp.59-74
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• 1999

Private brands play an important role in formulating the marketing strategies of fashion goods. Merchandisers of Korean department stores are now realizing that the effective marketing of private brands can increase customers store loyalty as well as store profitability. Thus, it is important to better understand customer's decision making processes underlying the purchase of private brand apparels. However, Little research had been undertaken to examine integrated factors influencing purchases of private brand apparel. Therefore, the objective of this study is to propose a model of purchasing intentions of private brand apparel. This study pays attention to (1) perceived value, (2) familarity, (3) store image, (4) differenciated needs, (5) perceived risk, and (6) perceived quality variation of private brand. The proposed model supports all hypotheses presented in the paper. Purchase intentions of private brand increased as perceived money, familiarity, positive store image of private brands, and satisfaction of individuals differentiated needs increase. Furthermore, perceive value of private brand increased as perceived risk and quality variation of private brand increased.

• 한국의류산업학회지
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• 제10권2호
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• pp.181-190
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• 2008

Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as luxury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer's experiential marketing perception by analyzing the formation process of brand attitude. The path from experiential marketing strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust. Two sports brands were selected as stimuli brands, and a survey was conducted on 286 consumers in their 20s and 30s. The study validates the importance of sense/feel marketing for apparel brands as it had extensive effects on brand affect which is highly significant in the formation of brand loyalty. As a result of comparative analysis of brand attitude and the path model of its formation for two brands which were different in consumers' perception of experiential marketing brand activities, the study realized that the higher the level of perceived experiential marketing, the higher the levels of brand affect, brand trust and brand loyalty. In particular, for brands perceived as actively engaged in experiential marketing, the path from the perception of experiential marketing activity to brand loyalty was clearly segmented between sensibility and rationality as sense/feel marketing had significant effects only on brand affect, and act/relate marketing only on brand trust. This study verifies the positive effects of perceived experiential marketing activities of apparel brands on brand equity, and proposes the strategic appropriateness of experiential marketing that embeds sensibility and feeling appeals.

• 패션비즈니스
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• 제11권4호
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• pp.69-81
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• 2007

This study, for the purpose of comparing and analyzing 23ea of national unisex apparel brands website consists of product, price, promotion and place divided by marketin gmix. Based of theoretical study and pre-research about the marketing mix, we made the classification standard for the marketing mix and analyzed the unisex apparel brand website according to 4P's individual item and the result was appeared like this. First of all, in the product section, this study provide information about product introduction/guidance, a product figure for item, introduction for new items, propose for coordination and brand introduction/information. Secondly, in the price part, almost apparel brands are provide their product's image, or present their goods photo with price, or displayed through the banner advertisement of discount or special price. Thirdly, For the marketing promotion part, compare to the other component in the most of apparel brand's website, marketing promotion has more section than the other marketing mix. And, especially, various events and customer service space has more weight than the others. Forth, in the place section, it's focused on the information of shopping mall location, contact number, address, and on-line shopping mall. In Conclusion, when the most of apparel brands are doing internet marketing, they're concern to product and promotion, but price and place needs more supplement in the unisex apparel brand's marketing mix.

• 복식
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• 제66권8호
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• pp.1-13
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• 2016

The purpose of this study was to analyze the effects of comparative advertisement brand typicality and need for recognition in outdoor apparel market. This study was created with a mixed factorial design of 2 (Advertisement types: Comparative advertisement vs. General advertisement) X 2(Brand Typicality: High Brand vs. Low Brand) X 2 (Need for Cognition: High vs. Low). The results of this study are as follows: First, it was shown that comparative advertisement had a greater positive influence on attitudes toward advertising intentions in comparison to general advertisements. Second, while comparative advertisement was more effective than general advertisement for outdoor apparel brands with low typicality. Third, consumers with higher need for cognition showed a preferred attitude toward advertising intention when met with comparative advertising in contrast to general advertisement. Fourth, when consumers with higher needs for cognition were exposed to advertisement for brands of lower typicality, there was higher positive influence on the attitudes toward advertisement intention with comparative advertisement in comparison to general advertisement. This means the comparative advertisement may be effective for the new garment brand or the garment brands having low typicality to secure the cognition quickly from the consumers having high need for cognition.

• 한국의류학회지
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• 제31권4호
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• pp.519-530
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• 2007

This study is an exploratory research on the brand architecture of Korean apparel enterprises and the differentiation strategy among in-house competing brands. For data analysis, secondary data was used. 20 apparel enterprises were used as the subjects. The results are as following. First, as a result of brand architecture composition, apparel enterprises used the strategy that initially paved the way launching several brands in a specific item category and after that diversified to other categories. Most enterprises used the multi-brand strategy operating plural brands in a same zoning. The terms for launching succeeding brands were about $1{\sim}5$ years. Second, as a result of analysing the cases which several brands competes within a same zoning, all the posterior brands had some differences from the prior ones. The most frequent differentiation factor was price. Concept, target age, and distribution channel followed. The order of the factors was somewhat different among the item categories. The differentiation strategy among in-house competing brands meant that the enterprises manage plural brands in a same zoning for the growth of whole market share instead of the direct competition among in-house brands. The results of this study can suggest a growth direction to the enterprises planning to launch new brands.

• 복식문화연구
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• 제10권3호
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• pp.248-260
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• 2002

본 연구는 심미적, 상징적, 감정적 제품으로 특징지워지는 의류는 구매행동에 있어서 의류소비 과정에서 경험하는 느낌은 의사결정에 중요한 영향을 미칠 것이라는 가정하에 인지적 요소와 아울러 감정적 요소도 소비자 행동연구에 포함되어야함을 주장하고자 시도되었다. 이를 위하여 본 연구는 최근 상징적 제품으로 소비자들 사이에 커다란 호응을 얻고 있는 유명브랜드 의류를 중심으로 하여 1) 여대생들의 유명브랜드 의류구매행동에 영향을 미치는 인지적 측면과 의복착용 시 경험하는 감정적 측면의 내용을 알아보고, 2) 이 두 요인의 유명브랜드 의류구매의도 예측력을 파악함으로써 의류소비자행동연구에서 소비감정에 대한 연구의 중요성을 부각시키고자 하였다. 이러한 목적을 위하여 본 연구는 덕성여자대학교 여대생들을 대상으로 설문지법을 통하여 자료를 수집하여 요인분석, t-test 및 회귀분석을 하였다. 분석결과는 다음과 같다. 1 여대생들의 유명브랜드에 대한 평가기준(인지적)은 디자인/브랜드 명성, 의복의 구성적 측면 그리고 실용성의 3차원으로 분류되었다. 2. 유명브랜드 구매의도집단은 비구매의도집단에 비하여 유명브랜드 의류에 대해 전반적으로 좀더 호의적인 태도를 갖고 있으며 특히 브랜드 명성과 스타일에 좀 더 긍정적 태도를 갖고 있다. 3. 여대생들의 유명브랜드 의류 착용 시 경험하는 느낌들은 즐거움/자신감, 능동적인, 후회의 3차원으로 밝혔다.