• 한국의류산업학회지
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• 제2권4호
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• pp.308-316
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• 2000

The purposes of this study were to identify the brand positioning of children's wear according to fashion life style and to construct brand positioning maps by using multidimensional scaling (MDS). A total of 222 responses were collected from married women aged 25 to 35 through questionnaire. Cluster analysis on fashion life style factors identified three groups: Fashion Indifference group (34%), Fashion & Individuality Oriented group (27%) and Rationality Oriented group (37%). ANOVA revealed significant differences among the three groups on the six fashion life style factors. MDS analysis showed that three segmented groups evaluated nine children's wear brand for seven attributes(color, design, price, utility, quality, brand name, fashion).

• 한국의상디자인학회지
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• 제16권2호
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• pp.15-29
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• 2014

Setting the ease amount takes the important part to the fit that consumers satisfies. Therefore, it is required to create a pattern for off-the-rack jackets that considers the proper amount of ease. However, few studies have been done previously regarding the ease amount of jacket pattern for the women in their 20s whose demand for jacket is high and who are sensitive to the fit. Therefore, this study selected top five brands in terms of sales and preference among the national female apparel brands. It obtained a tailored jacket pattern for basic size (55 size) and made the jacket. Then, an expert panel group put the pattern on Hani body, a torso dummy for education made by the anthropometric data of Size Korea for females in their 20s and conducted an evaluation on the ease amount and analyzed the results. As a result, the ease amount of the Pattern A was evaluated as proper and that of the Pattern B was found to be lease proper. From the fact, we can see that each of the top 5 off-the-rack brands has different ease amount, though they are of the same basic size (55 size).

• 한국의류산업학회지
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• 제10권5호
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• pp.690-701
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• 2008

Fashion illustration as conversational pattern which is made up of human and daily story creates brand image and new cultural value in textile design. The purpose of this study is to analyze an expressive characteristics focused on human body in conversational pattern illustration. The method of this study was to analyze documentaries, fashion magazines and internet fashion web site. The results were as follows: The category of body expression was classified as the head, the bust, the whole body, and the others. Most of all, the head is higher frequency than any other part. The category of body type was classified as iconic reappearance and surreal fantasy. The former expressed gender images of woman and man in reality and showed high frequency of 90.41%. Above all, two types were to show the organic correlation between fashion illustration body and brand concept. The construction method of motif was classified as singleness of body, repetition of body, singleness of body and non-body mixed, and repetition of body and non-body mixed. The repetition of body showed low frequency and it was composed of regular repetition construction and irregular construction. The singleness of body and non-body mixed, showed the highest frequency and it was definitely to communicate fashion concept. In these days, conversational pattern illustration in modern fashion pattern strengthens brand identity and informs the fashion image as creative commercial art. And also, it satisfies cultural sensibility of consumer and categorizes public phenomenons in our times.

• 복식
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• 제49권
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• pp.125-136
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• 1999

The present study was conducted to analyze(1) if there are any differences in jean's brand royalty according to the age·sex·educational background and income of consumers (2) the criteria for store choice by jean's brand royalty of consumers (3) the use of information souces by jean's brand royalty of consumers. The research method employed was normative-descriptive survey and questionnaires were main instrument to gather research materials. The survey was implemented from July 1st 1998 to the schools and two colleges and those who work at a comuter-related company and at a trade company. The data gathered was analyzed by mean standard deviation t-test ANOVA and Duncan -multiple range test. The results are summarized as follows: (1) 58.6% of the respondents were categorized as the brand loyalty group that was bigger than the non-brand loyalty group (41.4%) People in their late 2-'s were inclined to have the highest brand loyalty for jeans People in university and above had relatively higher brand royalty than to people with a high school or lower (2) Brand royalty group paid more attention on the quality on the quality of the fabric use; the trands of the products: brand name of the product: the distance of the store location : and the comfortable atmosphere of the store. Pleasant and kind services of the salesperson was considered as more important factor for store selection by the non-brand royalty group than by brand royalty group. (3) Almost all the information sources were used more often by brand royalty group than non-brand royalty group. For both groups their own experiences is most important information sources. The results shows that consumers have high brand loyalty for jeans product and also have many differences not only in the usage of information sources but also in the store selection criteria accorrding to the level of jeans brand loyalty . Therefore those industries carrying jeans should these points on their marketing strategies.

• 패션비즈니스
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• 제13권5호
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• pp.121-134
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• 2009

The purpose of this study was to analyze the wearing pattern and design preference of shoes for men, and to develop the possibility and strategy of the shoes market for the shoes marketers and manufacturers. In this study, the data obtained from 285 respondents were analyzed by the descriptive statistics. The results from the data were as follows : The most frequent brand among the 45 shoes brand by 285 respondents described in free style was 'Esquire'. The 268 respondents possessed two shoes or more, the most frequent shoes' color was black, and the most preferred brand was 'Kumkang'. The 195 respondents indicated the discomfort of ready-made shoes, The 198 respondents discarded their shoes 'on the reason of worn-out', the 98 respondents indicated that the most important thing in the purchasing point was 'the comfort of shoes' The respondents preferred shoes with 'slip-on type', 'cow leather', 'semi-rounded toe', 'no-metal ornaments', 'moccasin tip', 'leather-sole', and '3cm heel'. Finally, this study proposed that the best strategy for shoes marketers and manufacturers was to upgrade the comfort of shoes by design(line) and the material with functional textures.

• 한국컴퓨터정보학회논문지
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• 제25권6호
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• pp.183-191
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• 2020

본 연구에서는 커스터마이징 시스템 개발을 위한 신한복 치마 패턴 개발의 기초자료를 얻기 위해 신한복 브랜드의 치마 패턴을 비교 분석하고자 하였다. 신한복 6개 브랜드의 패턴을 분석하여 가상착의를 시킨 후 외관평가와 의복압 및 공극량을 평가하였다. 시판 신한복 브랜드 A, B, C, D, E, F의 허리치마 패턴을 분석한 결과, 같은 디자인의 free 사이즈 치마임에도 불구하고 각기 다른 치수로 제작되는 것으로 나타났다. 허리치마의 패턴은 기존의 한복과 같이 평면적인 패턴으로 구성되었다. 외관평가 결과 앞면, 옆면, 뒷면 모든 평가항목에서 6개 브랜드의 패턴 간에 유의미한 차이가 있는 것으로 평가되었다. 외관평가 모든 항목에서 B 브랜드의 허리치마가 우수한 것으로 평가되었다. 의복압을 알아보기 위해 색분포도와 공극량을 살펴본 결과, 허리에 둘러서 착용하는 허리치마의 특성상 대부분의 부위에서 공극량이 큰 것으로 나타나 의복압이 낮은 것으로 평가되었다. 본 연구에서는 신한복 활성화에 따른 치수 및 패턴 규격화를 위한 기초자료를 제안하며, B브랜드 패턴을 기본으로 한 통일된 패턴개발이 이루어져야 할 것으로 생각된다.

• 디지털융복합연구
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• 제14권4호
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• pp.185-192
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• 2016

본 연구목적을 달성하기 위해 라이프스타일, 브랜드태도, 브랜드애착, 행동유형에 따른 관계를 파악하고 하고자 하였다. 지역의 외식업체의 이용경험이 있는 고객을 모집단으로 편의표본추출 하였고 광주지역 외식업체 이용고객을 대상으로 설문조사를 실시하였다. 연구목적에 따라서 연구모형과 가설을 설정하여 분석하였다. 첫째, 라이프스타일과 브랜드태도간의 관계는 라이프스타일은 개인적인 성향과 습관적인 행동으로서 브랜드 태도인 인지, 편안함, 친숙한 특징들은 라이프스타일의 유형과 상관없이 유의한 관계를 형성하고 있다. 둘째, 라이프스타일과 애착간의 관계는 고객의 라이프스타일은 브랜드 애착이 현실추구형, 가치지향형, 유행추구형 순으로 유의한 관계가 형성이 되었으나 사교지향성은 브랜드애착에 유의한 관계를 형성하지 않았다. 셋째, 고객의 브랜드태도와 브랜드충성도 관계와 고객의 브랜드애착과 브랜드충성도간의 영향관계에 있어 유의한 관계가 형성이 되었다.

• 감성과학
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• 제16권1호
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• pp.11-28
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• 2013

This article aims to explore the interactive roles of types of primed identity (local versus global identity) and types of ad framing on brand evaluations. The authors designed 2 experiments in which each experiment followed a $2{\times}2$ between-subject design. The empirical results showed that a gain-framed ad induced more positive emotional responses than a loss-framed ad, and the positive affective responses lead to more favorable brand evaluation. Furthermore, the results showed that there were interactive effects of primed identity and types of advertisement frame on brand evaluation. In the additional analysis, the results showed that when people with local identity were exposed to the gain-framed ad, they would engage in a higher level of integration processing than those in the control group, which in turn induced more favorable evaluation to the local brand. That is, the integration processing mode played a mediating role between the interaction (local id priming ${\times}$ ad frame) and the local brand evaluation. However, in the case of global brand evaluation, the integration processing mode did not play such a mediating role.

• 한국의류산업학회지
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• 제24권2호
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• pp.173-182
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• 2022

As consumption pattern and fashion communication become digitalized, fashion houses are being inherited by creative directors owing to their expanding role. While the roles and responsibilities of creative directors have been changing extensively along with the dynamic nature of the fashion industry, researches on creative directions have mostly focused on luxury brands. This study examined the creative direction of John Galliano for Maison Margiela, a conceptual brand to be maintained by a creative director. To analyze this, the authors established a creative direction analysis model constituting five elements: brand heritage, trend, democratization, brand status, and persona, drawing on the luxury brand architecture by Kapferer and Bastien. Thus, Galliano has maintained anonymity as a heritage of Maison Margiela, expanding the existing Replica lines, and introduced fashion shows focusing on current issues or social phenomena. As a democratization strategy, he directed the brand to associate with more popular brands or expanded diffusion lines to secure broader customer base, while demonstrating couturier-like showmanship in the media and establishing his own persona. His direction for Maison Margiela recreates and expands brand heritage by transforming the brand philosophy. Therefore the new creative direction communicates with the wider public and diversifies customer bases through democratization strategies, while building Galliano's own persona.

• 대한안전경영과학회:학술대회논문집
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• 대한안전경영과학회 2008년도 추계학술대회
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• pp.115-129
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• 2008

The importance of perceived quality and brand loyalty is increasing recently both domestic and foreign. So many papers perform research on service quality and brand loyalty. Today, there is the rapid growth in the Korean mobile telecommunications service market. But mobile telecommunications service companies don't pay full attention to customers' attitude and brand loyalty. This paper shows why Korean mobile telecommunications service companies have to focus on Brand Loyalty. This paper investigates the relationship among perceived quality, attitude and brand loyalty in the area of mobile telecommunications service.