• 복식
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• 제62권5호
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• pp.171-180
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• 2012

Purchasing behavior of brand clothes in internet shopping mall is largely used on the purpose of having a good quality of clothing, price advantage and shopping efficiency. This study aims to find out consumer's evaluation on the properties of brand clothes in internet shopping mall according to consumer's brand attitude(brand identification and brand pursue value). The influences consumers' evaluation of the properties of brand clothes on the purchase satisfaction and off-line brand image evaluation were also investigated. This study surveyed male and female consumers in their 20s~40s for empirical analysis in August 2011 who have purchased brand clothing through internet shopping malls. The survey was conducted on 254 subjects who were selected through online convenience sampling. Data were analyzed by using SPSS for Windows 12.0, and descriptive statistics, reliability analysis, factor analysis, and regression analysis were done as well. The results are as follows. First, it was identified that consumers' brand identification and brand pursue value had significant influence on the evaluation of physical, functional, and expressional product properties. Second, it was identified that consumers' evaluation on the brand clothing properties significantly influenced on internet purchase satisfaction and brand image evaluation. Especially, expressive property of brand clothes appeared to be the most influential factor on purchase satisfaction and brand image evaluation. The results of this study will help clothing companies with prestigious brand names to administer the product qualities with differentiation policy from off-line sales and satisfy the consumer needs in internet shopping, hence enhancing the brand image of the company.

• 복식문화연구
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• 제8권4호
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• pp.549-561
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• 2000

The purpose of this study was to survey and analyze the age classification of women customers as a target market and sizes on a label that were actually produced by each brand in Korean national brands ; they were classified into size for bodice and bottom, and compared with the distribution of national data of women's body measurement. They were analyzed and classified by brand groups of 'miss', 'missy', 'Mrs.'and 'madam', The results were ; 1) It was found that recent products for ready-made for women's clothes tend to be designed with target to the measured ages classified by the range of five or ten years. The main practice was that for 'miss'brand group the age range was of five years, and for 'missy'brand group, ten years. And for 'Mrs'and 'madam'brand groups, it was of 15 or 20 years. So that, it is necessary to design their clothes based on their features of body considering the intervals of age. 2) 'Mrs'and 'madam'groups were most remarkable for their distribution into a vast range of sizes for three control dimensions and waist girth size when compared to 'miss'and 'missy'groups. The distribution of brand size had no relation with that of body measurement, and in particular, none was produced for short height size between 145 and 150 ㎝. For tall height size between 175 and 180 ㎝, many brand sizes were distributed while body measurement was few. It means that distribution of brand size was different from real distribution of body measurement was few. It means that distribution of brand size was different from real distribution of body measurement as a result that the larger the bust girth in such cases over 160 ㎝, the larger the size of hip girth. Even as for the height 155 and 160 ㎝ in which body measurement is concentrated, there were many problems because while sizes of 'large'bust girth and 'small'hip girth had a large distribution, their clothes were not produced.

• 복식
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• 제33권
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• pp.105-115
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• 1997

The fashion clothing market is changing due to the appearance of new consumer group. And the import of foreign brand clothing is highly increasing. The purpose of this study is to help the domestic apparel companies set better market-ing strategy by studying the relation between fashion ivolvement and the purchase be-havior of foreign brand clothing. Subjects were 498 new generation women living Seoul metropolitan area. Data were obtained by questionnaire and analyzed by SPSS package. The main findings of this study are as follows; 1. The result of factor-analysis of the fashion involvement's variables were classified into 8 factors. 2. Consumer's main purpose of buying new clothes were To coordinate clothes with each other' 3. Consumers evaluated every clothing factors: color fit etc of foreign brand very highly except the price. 4. The factor that consumers consider most when choosing clothes is color design fit de-tail texture and brand knowledge in order. 5. the advertizing method that consumers care the most was shop and window display. 6. 'Because design and color are good' were the most important factor as motive of buying foreign brand clothing. 7. Most consumers still bought domestic brand clothing. 7. Most consumers still bought domestic brand clothing. 8. Monthly income and purchase of foreign brand were positively related 9. All variables 2of fashion involment were positively related with the purchase of foreign brand 10. Consumers with higher monthly income did not care much about 'Weather or occasion' when buying clothes. And consumers living in Kangnam(compared with consumers linving in Kangbuk) cared more about personality and bought more foreign brand. 'Social and econ-omic status' were highly related with monthly income residence and purchase of foreign brand clothing 11. Older consumers cared more about color figure texture and fit than younger con-sumer. Monthly income were positively re-lated with design color and figure. Residence were highly related with color and figure. Pur-chase of foreign brand clothing were positively related with design color figure and fit. 12. Younger consumers cared more about brand knowledge. And the purchase of foreign brand clothing were positively related with de-sign detail and brand knowledge. 13. Consumers with foreign brand's purchase experience showed negative relation between ;foreign brand's purchasing experience' and 'Weather or occasion' 14. Consumers with no foreign brand's pur-chasing experience showed negative relation between fashion innovativeness and figure. 15. Consumers with no foreign brand's pur-chasing experience showed positive relation between fit and fashion opinion exchange. The study shows that colors is most import-ant factor in purchasing clothes. And imported brands are very strong in terms of proposing various and unique colors. not all brands succeeded in Korea. Those brands that failed to group consumers have the following problems. Therefore it is critical to review the above factors when importing the foreign brand.

• 대한가정학회지
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• 제45권2호
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• pp.91-103
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• 2007

The purpose of this study is to investigate the types and functions of brand labels on clothing. We surveyed the materials and manufacturing methods for brand labels by visiting the label stores and label manufacturers. 200 pieces of children's wear were surveyed. The label attributes that were studied were: the number of labels, the location of the labels, the attachment system for the labels, the color of the labels, the materials used to make the labels, manufacturing methods, and the size of the labels. From this investigation a brand label was classified into a main label and a point label. The main results were: 1. Materials such as fabrics, nonwovens, leather, suede, rubber, PVC, silicone, and metals are used for brand labels. The manufacturing methods for brand labels are weaving, printing, high frequency, heating, and molding. 2. More than 54% of clothes have more than two brand labels attached. This percentage exceeds the attaching of only one brand label in rate. An inside brand label is located at a certain place. This inside label uses only fabric material reflecting inherent brand color and design. The outside brand label is located at several places with consideration of the clothes design. This label uses various materials, colors, and characters matching with the clothes. As for the size, an inside label is mainly medium in size, whereas an outside label is small. 3. A brand label is classified into a main label (first label) and a point label (second label), which are defined as follows. A main label indicates the brand name and is located inside at a certain place using an inherent brand design and a fabric material. A point label is an additional label to express brand image and is located outside at various places for decoration using various characters and design and materials.

• 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.

• 패션비즈니스
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• 제7권4호
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• pp.26-42
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• 2003

On-line clothes sale are on the increase, and the returns(for replacements or refunds) of the clothes are also increasing. Many studies on off-line consumers' complaints were made before, but few studies on the returns of clothes sold on-line have been made. From this viewpoint, this study was conducted to know what effect returns of clothes sold on-line have on their brands. Therefore, this study was first focused on the factors affecting complaint acts(return intention or return acts) such as lack of information and recognition of product, delivery errors and product defects concerning on-line sales, and second investigated the changes of buyers' attitude toward the brand following the their acts of returning the buyers, and third looked into the changes of on-line buyers' attitude toward the brand. The study is carried out by subdividing the objects of the study into return action(replacement, refundment) and purchasers who experienced return intention. Such experience is demonstratively analyzed to find how it has affected the attitude toward the brand. The study comes up with the following outcomes. First, the effect factor causing complaint action(return action, return intention) on-line is shown as the lack of the information and recognition of the product. Second, it is revealed that the effect factor causing complaint(return action, return intention) does not lie in an error in delivery or a defect of a product. Third, the positive response of a brand to a return action does not raise the repurchasing intention and positive attitude of purchasers who experienced returning a product, but lowers their private complaint action intention. Fourth, the repurchase intention of purchasers who experienced return intention for the brand is lowered, but their negative attitude and private complaint action intention is not raised.

• 대한가정학회지
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• 제40권12호
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• pp.119-129
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• 2002

This research aims at finding out situation on purchasing clothes for kids, size recognition and fitting to provide basic data in order to establish standard sizes for kids' clothes. A survey was conducted to 360 mothers who have children ranging from first to third grade in elementary school on clothes purchasing method, wearing situation, criteria in deciding size and fitting preference. In terms of data analysis, frequency, percentage, mean, $X^2$-test, ANOVA and Duncan-test were used via SPSS PC program. The result is as follows; 1. While the recognition on brand was high, the recognition on body size was low: as a result, it is believed that it would be effective to mark the weight along with the brand. 2. Many times, they would select one or two size bigger on all items and they would go for a regular or one that fits as far as filling is concerned showing that it is different from adult clothes. 3. As far as obese kids, they would choose based on the diameter, so the diameter item is right but they are too long in general. The length question should be given special attention when manufacturing clothes for obese kids.

• 대한가정학회지
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• 제35권1호
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• pp.373-388
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• 1997

This research was intended to understand the degree of variety in elderly women by was of classifying the type of clothing purchase's according to the degree of anxiety when they buy clothes. Samples were 285 elderly women who are aged over 55 dwelling in Busan Meropolitan city and this research is made available by the method of the questionnaire interview. The data was analyzed using reliability ANOVA regression Scheffe Test and correlation. The results of the study were the followings 1. The most important factors in the type of clothing purchase's of elder women are the styles disparity of age is represented similarly except the styles of a Brand Loyal tat ranked highest were among the age group 60-64. 2, The factor of difference in clothing purchase's according to degree of education are Brand loyal Cautious Impulsive Ecologists and Experimenters and the style of clothes buying according to activity of leisure are Brand Loyal and conformists. The factor of difference in clothing buying according to shopping companion are Planners Experiments Conformists Impulsive and Persuasible and the item represents difference according to payer for clothing marked all style of clothes buying and similarity except Impulsive and Style-Conscious, 3, The highly correlated item in the degree of education and activity of leisure in the context of the correlated item concerning about shopping companion and payer for clothes are Experimenters impulsive and Ecologists. The colthing anxiey which is highly related is the degree of education and the activity of leisure and the anxiety in masterial colour and self-harmony and the anxiety of colthing purchase's which is highly correlated in clothing purchase's companion and payer for clothin proved the priceand the anxiety of decision-making 4. Economy-Minded Experimenters Impulsive Planners and Style-Conscious represents all of the difference in all items in clothing purchase's Conformists represents anxiety to all items except the anxiety in clothing administration, Cautious and Ecologists represents the differences only for the anxiety in clothing administration,. But Brand-Loyal and Persuasible feels no anxiety in clothing purchase. 5. The most explicable independent variable based upon the analysis of regression in anxiety of colthing purchase is Economy-Minded and the next is Conformist Experiments Planners Style-Conscious Impulsive and so on.

• 한국의류산업학회지
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• 제4권3호
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• pp.254-260
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• 2002

The purpose of this study is to grasp the actual condition toward the clothing of senior males' and perception of male's formal wear companies for silver market through a survey targeting senior males and clothing companies. The survey was conducted targeting 196 senior males and chief-patterners of 7 companies' 10 brands. The questionnaire distributed to senior males was consisted of 22 items regarding the perception and satisfaction on clothes. And 12 items concerning the perception of senior male clothing brands and the size system was developed for clothing companies. The results of the study are as follows. The study revealed that most senior males perceived that brand clothing for them was necessary. More than half of the respondents were not satisfied with ready-made clothes. And many senior males prefer ready-made clothing when they purchase their clothes. For these reasons, senior males apparel market might be promising. Currently, the perception of male's formal wear companies on the need of brand was high. However, considering that brand launching might be difficult to be realized soon I presume that size spectrum based on body size of senior males is necessary which reflect their physical characteristics and activities.

• 한국멀티미디어학회논문지
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• 제23권4호
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• pp.581-587
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• 2020

In this study, we investigated the correlation between logotype elements and brand recognition among corporate logos using quantification methodology 2. In addition, this study wanted to find out if consumers could easily recognize the product according to the design elements of the logotype. Our study showed that feminine tendency in logotype design was associated with clothes and cosmetics and masculine design element that will make people recall the game and health products. There were clothes and cosmetics for men but feminine design factor was strongly associated with clothes and cosmetics. In other words, logotype for cosmetic and clothing needed to be feminine by using neutral and cold colors. The relationship between the logotype and related products affected the brand recognition and this result can be used as a key element of corporate marketing.