• 패션비즈니스
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• 제15권4호
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• pp.16-27
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• 2011

Consumers fill up not only their needs but also their own identity through apparel product and company. From this point of view, Brand personality is essential to convey customer's personality through advertizing influencing on buying behavior. This study investigates how personality factors of brand and advertising model and personality congruence influenced upon brand equity in casual apparel brands. The research methodology was questionnaire distributed to individuals who used to buy casual apparel brand. A total of 58 returned questionnaires were analyzed by internal validity, factor analysis and regression analysis with SPSS 12.0. The results of this study are as follows: in casual apparel brands, personality factors of brand and advertising model influence on personality congruence. Personality congruence influences on brand recognition and brand loyalty among brand equity.

• 패션비즈니스
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• 제5권3호
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• pp.85-93
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• 2001

This study was aimed at reviewing the preceding studies regarding infants' physical characteristics and comparatively examining their apparel specifications among countries, and thereupon, surveying the sizes and specifications of each special infant apparel brand in korea, and thereby, providing for the basic data useful to consumers when they choose infants' apparel sizes and specifications, and at the same time to brand makers for effective exchange of information. Thus, domestic special infant's apparel brands were surveyed for their own sizes and specifications, and thereby, the basic data useful to consumers when they choose their infants' apparel sizes and specifications as well as to brand makers when they exchange information among themselves were produced. The results of this study can summarized as follows: As a result of surveying the general trend of the infant apparel brands in korea, it was found that 5 brands had been established before 1990's, and that the remaining 7 ones had emerged during 1990's. When viewed in terms of brands' originality, it was disclosed that 10 brands were korean originals, while 2 brands were foreign ones licensed. On the other hand, as a consequence of surveying the target age groups of each brand, it was found that the targe age groups differed much ranging from 0 to 72 months or more narrowly from 12 to 24 months, which means that the infant age has yet to be defined for all the brands. In the case of the domestic infant-clothing product respect of inner wear, 8 clothing companies are producing the the outside clothing. In the outside clothing, from 6 months to 36 months' infant is the object, and 6m, 12m, 18m, 24m, 30m, 36m appeared with the fact that it produces in 6 sizes. In the case of the f and the g company which has the difference of size control is big, the f company is producing infant clothing for the age 0 to 72 months in 6 size which the difference of the measurement between the size is a lot to be appear, on the other hand, the g company is producing infant clothing for the age 0 to 6 months in 6 size which the difference of the measurement between the size is small to be appear.

• 한국의류산업학회지
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• 제8권3호
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• pp.286-294
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• 2006

The purpose of this study was to identify the effect of marketing activities to apparel brand community on interaction of the community. Subjects of 317 members for 9 selected apparel communities responded the questionnaire in the home-page or in the attached file. Data were analyzed by exploratory factor analysis, one-way ANOVA, scheffe-test. The results were as follows: Significant differences among three community groups classified based on the levels of interactions(interaction of company to members and interaction among members) were found in several types of marketing activities(award to activities, added services, conveyance of community's purpose and acceptance of negative responses) to apparel brand community. These types of marketing activities were operated in communities with high level interactions higher than in communities with low level interactions. Therefore, marketers need to operate these types of community marketing activities to increase interactions which can contribute members' satisfaction of interest, transaction and relationship needs through apparel brand online community.

• 패션비즈니스
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• 제8권5호
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• pp.100-114
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• 2004

This is a basic study for developing educational dress forms of male adults' pattern making. While examining the reality of each university's men's wear education and the production of male dress forms, this paper found the following findings: 1. Survey of Dress Forms Used by Men's Apparel Companies The men's apparel companies had dissatisfaction with domestic dress forms but satisfaction with foreign-made ones. In general, among the unsatisfied items were wide discrepancy in male Korean body sizes, unfitting domestic somatotypes, lacking dress forms for those in the 20s, and no diverse forms per body type. To be specific, unsuitable hip and shoulder parts as well as weak fixing parts were pointed out. Every apparel companies found it necessary to develop male dress forms based on Korean male adults. When they are developed for sale, they will be highly utilized in the order of fitting, pattern making, male design research, and somatotype research. 2. Survey of Education for Men's Wear in Fashion Dept. of University 61.54% of the investigated universities had some teaching as far as men's wear were concerned. Application areas of male dress forms were such as pattern making (53.85%), fitting (41.38%), and design research (5.77%). As to the degrees of utilization, 73.08% predicted them high.

• 복식
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• 제22권
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• pp.177-192
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• 1994

The purpose of this study lies in giving help to the rational life of clothing of costmer and presenting some measures for solving problems of the fashion merchandising policy of children's ready-made clothes and the searching of feasibility of the children's ready-made clothes market in the wave of market liberalization. data for this study were obtained from interviews with managers in children's apparel company. The results are as follows : the most important change of children's ready-made clothes market is the increase in national brand license brand direct import brand and the variety of the channel of distri-bution. The most children's apparel companies showed double-edged viewpoints for these tendencies in the wave of market libera-lization. In therms of positive aspect it would give stimulus to improve product quality of fashion merchandise which were the most dis-advantageous factors in competing with oversea's brand. In terms of negative aspect it would bring the oversupply and the foreign product's penetration in domestic market. In order to improve the present condition the companies should try to establish strat-government should try to support to the small and medium sized apparel firms.

• 한국의류학회지
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• 제43권6호
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• pp.825-836
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• 2019

This study focuses on how to improve the use of the sustainable clothing through consignment clothing Stores. This study finds factors for activating consignment clothing stores that can help expand and implement the clothing consumption culture of Korean consumers towards sustainable clothing behavior. The objectives of this study are as follows. First, we identify consumer's sustainable apparel behavior through an in-depth interview with a manager who is currently working in a consignment-selling apparel company in Seoul. Second, we analyze factors for activating a consignment clothing store that help enable the implementation of concrete action plans into Korean culture and towards a sustainable clothing behavior. The study results on consignment clothing stores serve as service factors. First, it increases the participation of consumers in the mindset of secondhand apparel. Second, it secures the quality of used apparel products. Third, it can be seen by expanding the market channel. There is a need to rethink the specialty of apparel products in order to secure the quality of used apparel products and appraisal of experienced apprentices of commodity appraisers.

• 복식문화연구
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• 제15권4호
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• pp.593-603
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• 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.

• 마케팅과학연구
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• 제8권
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• pp.89-110
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• 2001

본 연구는 의류점포 유형별 점포애고행동에 대한 소비자 특성 및 관련 변인들의 관계를 알아봄으로써 관련 업체들의 효율적 마케팅 전략수립에 기여하고자 하는데 그 목적이 있다. 이를 위해 부산시내 거주하는 성인여성들을 대상으로 설문지를 이용하여 자료를 분석한 결 과 의류점포에 대한 애고행동으로 점포를 유형화하여 5개 유형이 분류되었으며 의류점포유 형에 따라 애고행동에 직접적으로 영향을 미치는 소비자 특성 및 관련변인들이 다르다는 것을 알 수 있었다.

• 복식문화학회:학술대회논문집
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• 복식문화학회 2000년도 International Costume Culture Conference
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• pp.51-52
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• 2000

• The International Journal of Costume Culture
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• 제8권1호
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• pp.11-22
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• 2005

The present study attempted to analyze the behavioral patterns and attitudes of high school girls toward apparel ads in magazines in relation to their physical self-concept. The study used a self-administered questionnaire. The sample consisted of 419 students at 3 girl's high schools located in Seoul. Likert scales were used for most measures with 1=never or very unimportant and 5=always or very important. Physical self-concept was measured on the basis of W S. Jung's Standardized Self-concept Test and Tennessee Self-concept Scale. Percentage, t-test, and Chi-square were used for the analysis of the data. Results are as follows: (1) Those with a high sense of physical self-concept read more magazines. (2) Those with higher sense of physical self-concept showed greater interest in magazine ads, consulted magazines for fashion trends, found ads more useful, and more often expressed satisfaction with the ads, than the lower self-concept group. (3) Advertisers should attempt to gain a deeper understanding of the socio-psychological characteristics of their readership as self-concept appeared to be related to several magazine readership attitudes and behaviors. Apparel ads targeting high school girls should consider the importance of company ads.