• Journal of the Korean Society of Clothing and Textiles
• /
• v.23 no.2
• /
• pp.230-241
• /
• 1999

The purpose of this study was to investigate the purchasing behavior of adolescent consumer groups divided by their brand orientation. Questionnaires were administered to 507 middle and high school students who resided in Kwang-ju between September 22-27 1997. Data were analyzed by factor analysis cluster analysis ANOVA Duncan-test frequency and {{{{ chi ^2 }}-test. The results were as follows : 1. Adolescent consumers were classified by three groups ; brand attached groups : brand attached group (Group I) brand interest group (Group II) and brand indifference group (Group III) according to their brand orientation. 2. There were significant differences among groups in using information sources : Group II used more sources of information than the other two groups. 3. As evaluating attributes of product Group I considered brand prestige most important Group II considered design fashionablity imfortant orderly and Group III considered pricemost important. 4. Group I patronised expensive brand chain stores Group II patronseied department stores and Group III prefered independently owned cheaper priced retailers. 5. The apparel purchasing price range was higher for Group I and became lower for Group II Group III.

• The Research Journal of the Costume Culture
• /
• v.22 no.1
• /
• pp.143-157
• /
• 2014

The aims of this study were to identify the dimensions of both store and PB apparel product attributes at large discount stores, and to empirically examine the effects of each dimension of store and PB apparel product attributes on satisfaction with PB apparel products and on repurchase intension. Questionnaires were given to 264 large discount store customers, who have experienced buying PB apparel products at large discount stores. The results were as follows. First, purchased PB items and image, improvement of PB apparel products showed differences by gender. Second, the dimensions for store attributes were categorized as convenient of shopping environment, product quality, customer service, advertising reach, convenient location, and reasonable prices. The PB apparel product attributes were categorized as material handling management, quality, fashion ability, and brand power. Third, generally, both store and PB apparel product attributes at large discount stores are significantly related to PB apparel satisfaction and repurchase intention. PB satisfaction and repurchase intention of males were partly affected by store attributes and PB apparel product attributes. PB satisfaction and repurchasing intention of females, however, were partly affected by only PB apparel product attributes, not store attributes.

• The Research Journal of the Costume Culture
• /
• v.17 no.5
• /
• pp.911-922
• /
• 2009

As more consumers shop online and prefer private label apparel products, the importance of private label apparel brand of Internet shopping malls are increasing. This study investigated consumer attitudes toward private label apparel brand of Internet shopping malls. Attitudes were conceptualized into two sub-factors: utilitarian and hedonic. Based on findings of prior studies, subjective norm and familiarity were included as antecedents to attitude variables. Purchase intention and word of mouth intention were also included as consequence variables of attitudes. Types of Online shopping malls were considered as moderating variable. For the empirical research, the Online survey was conducted. Young male and female consumers who have experience in Internet shopping of clothing products participated in the study. 429 questionnaire were used for the final statistical analysis. Results indicated that subjective norm had significant influence on consumer attitudes toward private label apparel brand. Familiarity however did not have significant influence on attitude variables for general internet shopping malls. For specialized Internet shopping malls, familiarity had significant influence only on hedonic attitude. Attitude variables had significant influence on purchase intention and word of mouth intention. Subjective norm and familiarity had significant influence on purchase intention and word of mouth intention.

• Journal of the Korean Society of Costume
• /
• v.53 no.2
• /
• pp.1-16
• /
• 2003

The purpose of this was to identify the shopping orientation and store selection criteria of credit card apparel shoppers. The subjects were credit card holding women who had experienced credit card apparel shopping at least one time during last 6 months. The results were as follows : 1. Women of 20's were segmented into multi-cards holding light users, multi-cards holding heavy users, and mono-card holding light users according their credit card numbers and the monthly credit card apparel expenditure. 2. The factors of apparel shopping orientation were pleasure, economy, brand loyalty. self-confidence. shopping plan, and fashion. And the factors of store selection criteria were additive service, store atmosphere, Product assortment, sales promotion. and product diversity. 3. Multi-card holding light users showed higher tendency in self-confidence and economy of shopping orientation, and considered additive service more. Multi-card holding heavy users showed higher tendency in pleasure. brand loyalty, self-confidence, shopping plan, and fashion of shopping orientation, and considered sales promotion and product diversity. Mono-card holding light users showed lower tendency in pleasure. brand loyalty, self-confidency, shopping plan, and fashion, and considered additive service, store atmosphere. product assortment, sales promotion, and product diversity less.

• The Research Journal of the Costume Culture
• /
• v.15 no.4
• /
• pp.593-603
• /
• 2007

The purpose of this study is to study the Central Asian costumes($1{\sim}7C$) and develop new design items and suggest new brand launching. Korean apparel industry has been suffering from imbalance of supply and demand caused by the sagging economy and too many apparel companies. Due to the several years of recession, clothing consumption decreased and foreign brand's market share got bigger. As a result, managing a company became difficult and it is time for Korean apparel industry to enter the global market. We need a brand with new image and design that has big potential of purchasing power not only in Korea but also in China, and furthermore in global market. But even nearby Chinese market already became very competitive. One way of approaching Chinese fashion market is to find something special, for example, their historical background. Central Asian culture and costumes, a part of China, has both Eastern and Western culture. No other apparel industry had interest in the Central Asian costumes yet. Therefore, through their costume, a fresh design idea can be suggested.

• Journal of the Korean Society of Costume
• /
• v.39
• /
• pp.125-138
• /
• 1998

In order to help apparel manufactures and marketers to promote apparel products more efficiently, and aid them in instilling brand names or brand images more distinctively in the minds of target consumers, it is the intent of this study (1) to investigate on the high-school girls brand loyalty and the brand discernment, self image(product image), and the buying behavior of casual wear. The subjects were 532 female high school students selected from the four high school in Seoul. The data were collected by self-admin-istered questionnaires. The data were analyzed by frequency, percentage, T-test, x2-test, and correspondence analysis. (1) 29.1% of the female students were cat-egorized as the brand loyalty group that was smaller than the non-brand loyalty group(70.9%). (2) In identifying the relationship between the demographic factors and the brand loyalty, the monthly household income and the month-ly personnel expenses were statistically significant. Namely, higher household income and the monthly personnel expenses were statistically significant. Namely, higher household income and the monthly personnel expenses there were, higher the brand loyalty was revealed. (3) The power of discernment was statistically significant according to the brand loyalty. That is, the brand loyalty group was more outstanding than latest fashion brands, the high-price brands, and the better-style brands in terms of design, color, and fabric. (4) The self image was also statistically significant according to the brand loyalty, Wher-eas the brand loyalty group preferred the unique, high-quality, sexy, and active self-images, non-brand loylty group revealed to prefer the non-noticeable and feminine self-images. The findings of this study will assist apparel manufactures and marketers in better identifying the target market, and in subsequently adjusting their products, brand image, and promotional activities in order to reach the target market more efficiently.

• Journal of Fashion Business
• /
• v.10 no.3
• /
• pp.87-99
• /
• 2006

For comprehending the duties of fashion designer, Sharon(1989) has suggested to look at the procedure how the goods are being produced. The purpose of this research is to identify the task of domestic fashion designer by comparing and analyzing one's work range and performing level in the fashion merchandising process according to the brand types which one is involved in. The preliminary research for the questionnaire was conducted with 5 chief designers of woman's apparel manufactures in Seoul. They were asked to judge if designer's tasks fit to their carry-out operations in the pre-fixed questionnaire which had been done based on preliminary researches and literatures related with fashion merchandising process. The contents of research questionnaire are 11 questions to understand the general characteristics of companies and the participated subjects, and 42 questions to understand the designers' operations. For the selection of NB, among 503 domestic female apparel brands that were in 'Korean Textile Fashion yearbook (2002-2003), the companies that were located in Seoul and possible for cooperation by researcher's personal relationship were selected. For DB, cooperation was requested for brands that were located in Seoul among the 137 brands that participates on Domestic Collection. For GB, 50 stores were selected at random or by personal relationship among 32 GB shops such as Freya Town, Doosan Tower, New Zone, and so on. Total 300 questionnaire distributed to the designers, 192 copies were used for final data analysis. For data analysis, descriptive statistics and ANOVA, Sceffe test were used using SPSS V. 11 1. The participated fashion designers operated 41 categories of suggested 42 categories in the fashion merchandising process. 2. The ranges and contents of tasks in the fashion merchandising process that fashion designers mainly carry-out are very different according to the brand types and showed much different level of task carry-out. Only in the categories of 'fashion trend information' and 'design ideation', all three brand type showed the highest level of task performance. And the design related tasks presented common higher level of performance than the other tasks in all brand types. In order to comprehend the operation of fashion designer, various approaching methods are required according to various apparel manufactures' characteristics.

• Fashion & Textile Research Journal
• /
• v.21 no.2
• /
• pp.179-188
• /
• 2019

Domestic apparel products labeled as 'Made in Korea' in the Chinese market are recognized as a high quality products due to the influence of the Korean Wave (Intergen Consulting Group, 2007). This study analyzes the patterns and order arrangement types of a fashion brand company commissioned to produce apparel in Seoul, Korea in order to rebuild a network of small sewing factories scattered in Korea, reorganize operations, and to find the possibility of regenerating the Korean sewing industry by establishing contact points with domestic sewing factories. We surveyed 100 apparel brand companies in Seoul listed in the 2014/2015 Korea Fashion Brand Annual (Apparel News, 2014) and conducted a questionnaire survey on the company's general management status, type of fabric materials dealt with, and major contact points and methods of production handling. The frequency analysis indicated that the main production material with cloth type was woven fabric with ladies' clothes. The Planning MD team has the highest rate of ordering production with delivery method to the production factory after purchasing fabric and trims. Most respondents answered that they would select a production factory based on recommendations from acquaintances. This was due to a lack of no objective indicator provided by the sewing factory at present and the absence of objectively proceeded communication with brand companies. In this study, we analyze various conditions and measurements for production arrangements from a fashion brand company to revitalize sewing factories in Korea.

• The International Journal of Costume Culture
• /
• v.4 no.3
• /
• pp.203-216
• /
• 2001

Subjects were 405 female college students and 505 was utilized for structural equation modeling. As results, hedonic shopping value had positive effects on impulse purohasing, variety seeking, and purchasing involvement. In contrast, interestingly, impulse purchasing did not show any significant effect on brand loyalty and purchasing involvement had rather a positive effect on brand loyalty. There was a Positive effect of hedonic shopping value on brand loyalty. This result indicates that people who get more involved in and enjoy clothing shopping are likely more brand loyal than others. This seems to come from the intrinsic characteristics of shopping. People who enjoy clothing shopping likely have high level of fashion or style concern, and this might lead higher levels of purchasing involvement and brand loyalty. Due to the symbolic characteristics of clothing, the brand loyalty of clothing seems to be more symbolic and emotive rather than utilitarian and cognitive.

• The Korean Journal of Community Living Science
• /
• v.19 no.3
• /
• pp.411-418
• /
• 2008

The purposes of this study were to investigate the effect of perceived Korea image on the evaluation and purchase intention of Korean apparel products and examine the effect of perceived Korea image on preference of Korean image and Korean apparel brand among Chinese female consumers. As variables of perceived Korea image, marketing stimulus and popular culture elements were included. Data were obtained from 350 Chinese women in the 20s and 30s who were living in Shanghi, China. Data were analyzed by frequency analysis, ANOVA, multivariate regression using SPSS WIN 12.0. The results of this study were as follows. First, the preference of Korea image was significantly affected by marketing stimulus and popular culture (e.g. TV drama of Korea). However, only marketing elements significantly affected on the preference of Korean apparel brands. Second, purchase intention of Korean apparel products was influenced by marketing stimulus, the preference of Korean apparel brands and the evaluation of Korean apparel products. Popular culture element which was main element of Hanliu was not affected significantly to purchase intention of Korean apparel products. As source of Korean brand image for apparel product, Chinese female consumers used more Korean TV drama and entertainers. This study provides an insight into Korean fashion marketers for developing market strategies in China.