• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.11
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• pp.1500-1509
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• 2007

The purpose of this study was to observe lifestyle of female consumers aged 15-25. Also it was to measure brand awareness, to determine purchase criteria in fashion magazine, and to determine promotion preferences according to lifestyle segmentation variables. We distributed 600 questionnaires and 475 reliable questionnaires were used for a statical analysis. Data analyses were conducted with SPSS program on the frequency mean value, Chi-square test, Cluster analysis, and Factor analysis. We classified four clusters such as individual style seekers, trend seekers, promotion/good appearance seekers, and low fashion interest group, based on lifestyle variables. There was a significant difference in brand awareness in Vogue Girl, Cosmo Girl, Elle, Figaro, Ecole magazine among four clusters. There was a significant difference in such purchase criteria as favorable cover models, good "burok" which is a magazine supplement, brand names, and price among four clusters. In addition, the results of ANOVA represent that there was a significant difference in preferred types of promotion such as discount price, clothing gifts, fashion accessary gifts and hair tool gifts. However, the first ranked preferred one was a cosmetic gift in all the magazines, which favored more by trend seeker group.

• Cartoon and Animation Studies
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• s.15
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• pp.193-206
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• 2009

This thesis is on the character naming which plays much of a role in the cultural contents, but it is beyond the research of character naming itself and is based on the needs of research for character naming in game, fairy tale, comic and animation. In fact, there are some books and theses showing us the way to create names of products and this area is known as brand naming. But it is not easy for people to find books on character naming which is only focused on the characters in all fictions. While a brand name is made to secure a brand identity which is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors, a character name is the name of living thing in the fiction. So, people say that these two areas are similar to each other or not. This these is the consequence of the research on the character naming, especially how to figure it out and how to use it. I hope that my paper would be a little help for those who work for the creating of the characters involved in shape, personality, role and storytelling in the field of fictions through the interest and understanding of Character Naming.

• Human Ecology Research
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• v.52 no.1
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• pp.21-31
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• 2014

The purpose of this study was to analyze the types and meanings of calligraphy presented in modern fashion design. Calligraphy refers to beautiful handwriting or fine penmanship in the West, and handwriting with brushstrokes in the East. The expression patterns being used at present can be divided into three categories. Legible calligraphy is focused on readability more than embellishment. Decorative calligraphy places its importance on decoration at the expense of practicality. The third type, harmonious calligraphy, pursues decorativeness and legibility at the same time. Each of these types of calligraphy is expressed in modern fashion with its own purpose: calligraphy for conveying emotional messages, calligraphy as a special brand image, and calligraphy as an expression of formativeness. The first, calligraphy for conveying emotional messages, is used with characters that are familiar to the public. Calligraphy of this type delivers messages confined emotionally to the conscious world, harmonizing calligraphy with words, or expressing readability filled with purity and delight. Second, calligraphy as a special brand image refers to transmitting a distinctive brand image from other companies through employment of a design motive or pattern by expressing the brand logos or names of designers. Third, calligraphy as a expression of formativeness has the function of shaping expressions as motives or patterns, avoiding meanings of words or phrases. It can be represented by the abbreviation or modification of words, or arranging words in different shapes, harmonizing the words with the clothing construction and atmosphere of the other images.

• Journal of Fashion Business
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• v.18 no.1
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• pp.80-100
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• 2014

As men have started to show more desire to express themselves through clothing and accessories also they learn by themselves and take diverse experiences about fashion. At the same time, men's fashion-consciousness is growing together. The role of male consumers' is becoming significant in the fashion market, and there has been more research on their clothes and fashion is increasing, however research on the male casual clothing for their 30~49 years old group is still insufficient. This study aims to examine the casual brands for men in their 30~40s and their characteristics among other men's brands recently appearing in Korea. The results of the study found: first, regarding the questionnaire to give men's casual brand names, 30s males' answers showed clearer recognition about the casual brand than those of 40s males. secondly, the factors affecting attitude of male consumers' towards casual brands are designed 'aesthetics', 'surroundings' and 'price', and the men in their 40s put more important than men in their 30s on 'aesthetics' and 'surroundings'. third, when men were actually buying casual brand, they then took five characteristic factors into account namely: 'the external environment', 'functionality' design 'aesthetics', 'symbolic' and 'price'. Men in their 30s did not show much difference in actual purchase characteristics in regards for the brand factors but men in their 40s showed interest when asked about 'buying product with noticeable brand logo or trademark' item among 'symbolic' factors than men in their 30s (p< .01 of significant difference).

• Korean Business Review
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• v.12
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• pp.29-66
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• 1999

Electronic Commerce is rapidly expanding with the development of internet and will be very useful for the consumers in the future. However, we could not find many studies on consumers' attitudes and behaviors in the cybermarket. The purpose of this study is to analyze perceptions of college students in Seoul and Chunchon on Electronic Commerce. The main findings are as follows. First, they prefer surfing on the net with search engines like Simmamai or Yahoo to directly looking over the homepages of department stores and advertisement sites. Students in Chunchon, especially, tend to check out banners at E-mail sites. Second, most of the students get information about shopping mall sites and products from their friends, newspapers or magazines. And they want to have information (advertisements) classified by brand names of the products. Third, students in Seoul rely on brand names more than those in Chunchon do. Students in Chunchon, compared with those in Seoul, believe more kinds of products are available in the internet shopping mall. They complain, however, deficiencies of information about the products and high prices. They want the price information compared with those in traditional markets. Fourth, they feel very uncomfortable about informing their credit card numbers, and thus prefer payments with Electronic Money. And finally, they are not satisfied with return and exchange policies and after-sale services. They also complain that the products are not delivered safely when they are not home. They want the delivery-date indicated.

• Design Convergence Study
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• v.17 no.2
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• pp.45-57
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• 2018

Sales for SPA brand names of private label apparels are on the rise in the domestic clothing market. The aim of this study is to analyze the characteristics of SPA brands and how each color system is proposed within the BI system. In this study, 8 brands were selected as the most popular SPA brands in Korea and abroad with stores based on brand power and sales and preference by consumers. Therefore, among information factors such as brand identity (BI) and color characteristic. sign system, package, and environmental factors, buildings facade and interior design of eight brands were investigated. Research into color application of BI revealed that four brands used red colors with different tones with different identity differentiation. For the other four brands, the company applied BI designs that gained the brand's character such as a black-and-white or dark blue one. Thus, it is considered important to select BI color in order to differentiate and enhance preferences in brand identity.

• Journal of the Korean Home Economics Association
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• v.36 no.9
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• pp.1-11
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• 1998

In this paper the Korean standards of clothing for firefighters were examined and analysed to improve the uniform's effectiveness. The results of the analysis are as follows: 1. The Korean standards for firefighters' uniforms first established in 1949 and were amended eleven times before 1983. The standards were reestablished in 1983 and had been amended four times by 1995. Recently there have been different causes of fire, and fires have become bigger and bigger. For these reasons, it is necessary to review the Korean standards for firefighters' uniforms. 2. The Korean standards are very different from those of Japan and USA. In Japan, firefighters' uniforms are classified by factors such as season and working conditions, while in Korea they are classified by factors such as sex and position. Furthermore, there are many items which are not mentioned in the Korean standards, such as ear covers and gloves. Textile materials are specified by brand names or company-designated item names. Classification of clothing items also needs to be esamined. 3. Such words as fire-proof, water-proof and heat-proof clothing just mean that the clothing blocks fire, water, or hear, and do not specifically include the meaning of protecting firefighters. Some word such as "firefighters' clothing" must be developed to imply all these types of blockage and protection. 4. Considering the rules of Korean orthography, the rules of romanization of borrowed words, and technical terms for clothing many technical words in the Korean standards for firefighters' uniforms are not appropriate, and need to be corrected and improved.

• Journal of the Korea Fashion and Costume Design Association
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• v.5 no.3
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• pp.63-77
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• 2003

This study was to analyze the trademarks of The Polo Lauren Company in fashion products and its analogous trademarks that have been applied or registered in the Korean Patent Office. The data was collected from the Korean Patent Office and KIPRIS search system was used. Total 468 trademarks applied by the date of September 10, 2003 including 317 registered trademarks of the Polo Lauren Company and 151 its analogous trademarks applied for fashion products, were used for the analysis. The results were follows. (1) Total 73 different types of trademarks of the Polo Lauren Company were registered for 26 product classification. Trademarks were composed of all possible combination of letter, sign and sketch to prevent the registration of its analogous trademark. Also even the same trademarks were registered for each different product classification. Since the early 1990s the extended trademarks for each segments reflecting diverse lifestyles were frequently registered. (2) Total 134 trademarks that had applied for registration were rejected due to its analogousness to the Polo Lauren. Most of them were seem to purposely analogous to mislead and to confuse consumers. The major type was to add one or two words as brand extention to the genuine Polo brand. Next type was minor modification of genuine trademark. The last type was almost same brand names in different product categories. (3) Total 3 trademarks were not permit to register by the objection of the Polo Lauren Company. Total 19 trademarks were permit to register. Those showed low degree of analogousness. However most of these trademarks were cancelled by the lawsuit of the Polo Lauren company.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.8 no.2
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• pp.583-600
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• 2014

Social media is considered a valuable platform for gathering and analyzing the collective and subconscious opinions of people in Internet and mobile environments, where they express, explicitly and implicitly, their daily preferences for brands and products. Extracting and tracking the various attitudes and concerns that people express through social media could enable us to categorize brands and decipher individuals' cognitive decision-making structure in their choice of brands. We investigate the cognitive network structure of consumers by building an inter-category map through the mining of big data. In so doing, we create an improved online recommendation model. Building on economic sociology theory, we suggest a framework for revealing collective preference by analyzing the patterns of brand names that users frequently mention in the online public sphere. We expect that our study will be useful for those conducting theoretical research on digital marketing strategies and doing practical work on branding strategies.

• The Research Journal of the Costume Culture
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• v.14 no.4
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• pp.542-555
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• 2006

The main objective of this study was to investigate the relationship between benefits segmentation and knitwear purchasing behavior of college female students in the U.S. The questionnaires for this survey were developed to measure knitwear purchasing behavior and benefits segmentation. The questionnaire was administered to 119 female college students in the University of California. The data was analyzed by percentage, frequency, mean, factor analysis, Cluster Analysis and ANOVA, Duncan Multiple Range test. The female college students in the U.S. were classified into fourth subdivisions by the cluster analysis. In the case of fashion information sources of knit wear, significant differences were found according to benefits sought subdivision in observation of famous people's clothing, fashion articles in magazines and newspapers, TV advertisements, Newspaper advertisements, advice of salespeople, and Catalogs. The evaluation criteria of knit wear product of consumers were significantly different depending on benefits sought subdivision in design/style, quality of construction, fashionable, brand and store name, pleasing to others, prestige, and sexy. The store attributes of knitwear product of consumers were significantly different depending on benefits sought subdivision in friendliness of sales personnel, product knowledge of sales personnel, brand names, new fashion, and variety of products. The outlook for the industry of knitwear look to remain bright, there should be a continuous effort to research and invest in consumer satisfaction of knitwear.