• 패션비즈니스
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• 제5권1호
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• pp.87-96
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• 2001

The purpose of this investigation is to investigate exact information for Korean consumer's the wearing and purchasing behavior of the imported fashion brand. The subjects were 118 female and shopper came shopping in Kang-Nam gu, Seoul. The subjects is buyer purchase the direct import-fashion brand. A questionnaire was surveyed through direct interviews. Data was processed by a computer(SAS) and analyzed by using frequency, percentage, $x^2$-test. The results of this investigation are as follows: 1. The consumer were surveyed to be more satisfy for the interior goods than satisfy for the direct import-fashion brand in the good's quality, character expression, lasting quality, brand, design, comfort etc. 2. The possession number were surveyed to possess mostly 1 - 2 suits. 3. The consumer's view for the clothing-size were surveyed to be a difference between imported fashion brand. 4. The consumer's selection for the clothing-size were surveyed to put on clothes directly, especially more young women than old women.

• The International Journal of Costume Culture
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• 제9권1호
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• pp.1-14
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• 2006

The purpose of this study were to analyze the character usage situation such as domestic and foreign character's type, expression method and items, and also to propose the character usage promotion strategies of future fashion brands to activate and merge the character business and fashion. Five brands are selected for this study. The future promotion strategies of the Fashion Brands with characters were as follows: 1) stimulating the customers to purchase by awakening the sweet reminisce, 2) promoting the reputation of the fashion company's brand, 3) gaining an opportunity to raise their sales amount by taking advantage of emotional marketing or experience marketing.

• 한국의류학회지
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• 제33권3호
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• pp.444-456
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• 2009

The purpose of this study is to understand consumer needs through Fashion Sensibilities and Consumer Sensibilities on Men's Casual Brand's Patterned Shirts. This study suggests the basis of planning effective design of Men's Casual Brand's Patterned Shirts by categorizing. The product from 2005 S/S to 2007 F/W is divided into the following sector: years, seasons, and product zones(adult, character, traditional), focusing on the design property of Men's Casual Brand's Patterned Shirts. An evaluation tool is composed of 19 pairs of image adjectives and 3 questionnaire as consumer need tool. Data were collected on March 3th to 31th in 2008 over Busan area. The data were sorted by using the SPSS statistics package program. Fashion sensibility of Men's Casual Brand's Patterned Shirts were expressed with 4 factors of attractivity, visibility, sensibility, hardness occupied 58.6% of the total. Therefore as attractivity, visibility, sensibility, hardness are important for product planning, it would be effective to consider these 4 factors before product planning.

• 한국의상디자인학회지
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• 제9권1호
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• pp.173-187
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• 2007

The purposes of this study were to examine the consumer's behavior on the brands applying the characters by gender, age and residential district, and then to propose the future planning of brands applying the characters and distribution strategies. From Junior on middle school to forty-year olds were selected for this study and areas were grouped to five for comparing the residential distinction. The questionnaire was consisted with 25 questions. Nominal scale and 5-interval scale were used for analysis. The SPSS 12.0 was used to analyze the technical statistics such as average, frequency, t-test, ANOVA, and $x^2$. The results of this study were as follows : 1) The characters influenced on remembering the brand's name regardless gender, agen and residential district. 2) When consumer bought the brand with character, the most important factor is the brand name recognition. 3) It would be desirable to use the one or two mixed methods which express the characters on the clothes. 4) When they distribute the character brands, they would supply more feminine characters in 3rd district, more manly one in 4th district and less quantities in the 3rd and 4th district for lowering inventory. The next must be follow to succeed the character using strategy of fashion brands. It is needed to segment the target for new character creation of specific generation, and to grasp the point of the trend which oriented by the target, and to reflect what they like and what they feel sympathy on character image and brand concept.

• 복식
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• 제28권
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• pp.187-204
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• 1996

Clothing is high-involvement products which is closely related with human being both physically and psychologically. It is the prod-uct bought by consumer repeatedly and needs lots of information according to the changing of modes. The comsumer is very sensitive to the advertisement when they purchase the clothing products. Therefore the importance of the advertising is remakably emphasized in these days. According to the qualitative and quantitat-ive growth of advertisement the unique mar-keting strategy must be deviced that is differ-ent from the past. This thesis focuses onthe importance of afection which is more pre-ferred when consumer contacts the advertise-ment. And this study purposes on the provid-ing the basic data to plan effective clothing advertisement by way of analyzing how atti-tude-forming affects the purchase intend of the comsumer. The findings of the study are as follows. 1. Sense-pursuit tendency is strongly ap-peared among the low-age not-married groups. 2. By the factor analysis of consumer re-sponse in each advertisement 5 factors proved to be valid ones 3. There were significant differences be-tween the brand-used and advertisement ex-perienced customers according to the adver-tisement/brand attitudes. 4. There were no significant differences be-tween the application of clothing advertise-ment and demographic character. 5. The affective response more affects on cognitive response and purchase intend in 4 modes of advertisement. 6. From the pathes of the brand-used experi-enced to purchase intend the characteristics showed up in each advertisement.

• 한국의류산업학회지
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• 제9권2호
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• pp.157-166
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• 2007

The purpose of this study is to provide guidance to plan clothing design with an analysis of design property of famous overseas brands. For this purpose, the prt-a-porter fashion collection from 2001 S/S to 2005 F/W is divided into the following sectors: brands, years, and seasons, focusing on the design elements, with regards to the design property of clothing. The reference for the actual study was 1055 pictures of clothing that were collected of collections of famous overseas brand. The results of this study are as follows. With regard to the character of the clothing design classified by brand, the design property was embossed with all design elements. Therefore, we can use design elements to express design property, like clothing design of famous overseas brands. With regard to the changes of clothing design year by year, it was changed with almost all of the design elements. Therefore, it is noted that clothing design do well to reflect the fashion trends of the year with almost all design elements. With regard to design properties of seasonal clothing, clothing design properties which are popular in the S/S season are slim silhouette, see-thru material, brilliant material, abstraction pattern, and so on. On the other hand, clothing design properties which are popular in the F/W season are wide silhouette, hard material, complex material, complex pattern, inorganic decoration and so on. Therefore, it is noted that clothing design do well to reflect the seasonal trends.

• 한국의류학회지
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• 제32권3호
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• pp.418-430
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• 2008

The purpose of this study were 1) to subdivide sportswear consumers according to consuming desire of sports 2) to identify the differences in lifestyle and sportswear benefits sought. The data were collected via a questionnaire from 312 consumer who have been purchased sportswear and living in Seoul. The results of this study were as follows: 1) Sportswear consumers were divided into four segments: sports mania, attractive body pursuers, passive followers, mind purifiers. 2) Six realms of lifestyle such as clothing, food, home & interior, leisure life, consumption and sense of values were factor-analysed separately, and lifestyle factors which showed significant differences among segments are I) fashion ostentation in the realm of clothing ii) western style, health-oriented in the realm of food, iii) sports life enjoyment, sociable life, hoped-for foreign travel in the realm of leisure life, iv) brand oriented, price comparison, sale goods preference in the realm of consumption, and v) realist, interpersonal skills, strong personality, individualism in the realm of values 3) Five factors of sportswear benefits sought which showed significant differences among segments are comfortability/practicality, ideal body/good-looking, individual character, fashion! ostentation, and brand oriented.

• 패션비즈니스
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• 제6권4호
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• pp.125-140
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• 2002

The purpose of this study is confirming the design characteristics and brand strategies of Ralph Lauren's products through the advertising pictures on internet website. Methods of this study are the analysis of his brand growth process, concept strategy and designs by web promotion sites. Also this study defined his brand character and fashion mind. The Results are as follows. 1) Ralph Lauren's concept strategies are 1. Convert british type into American style 2. Presentation an American life style 3. Marketing strategy using life style and IT business. 2) Ralph Lauren's designs characters are 1. Rich and simple style by preppy look 2. Traditional wear of noble taste 3. Western style of American reclamation period 4. Using of comfortable material 5. Unique colors which are simbolic. Today, his classic and preppy designs all draw upon an image of old word wealth and luxury and he pioneered the concept of clothes as part of a lifestyle environment.

• 패션비즈니스
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• 제9권3호
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• pp.8-21
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• 2005

The purpose at this study was to analyze and to position the clothing images at women's formal wear brands carried by at least two department stores in Daejon, for providing data for a basic marketing strategy for fashion manufacturers and distributors. The results tram the study were as tallows; The brand that showed the highest classic image was 'BCBG'(83.6%), the brand that showed the highest feminine image was 'Obzee' (80.2%), the brand that showed the highest character image was 'Doho' (84.1%), and the brand that showed the highest mannish image was 'F.Station' (64.1%). On the brands image positioning map, brands, such as 'Deco', 'Mine', 'Time', and 'Anne Klein', lying on or near the point of intersection (where the vertical and horizontal axes meet) showed 4 types. They were 'smart & chic cluster', 'charming & luxury cluster', 'character elegance cluster', and 'sportive elegance cluster' that showed compound images. These clusters would be differentiated tram young casual lines by emphasizing the brands' shape and cut, higher quality fabrics and materials, and elegant and graceful colors. Analysis of target ages and tweed jacket prices for brands carried by at least two department stores showed that the target was between 23 and 50, and that the prices range from 198,000 won to 460,000 won.

• 패션비즈니스
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• 제6권2호
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• pp.17-28
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• 2002

With the most popular and beloved Verdi's "La Traviata" as the subject in the year 2001, which is the 100th anniversary of his death, the present study discusses the arias by the main character "Violetta" and the characteristics, images, clothes and their symbolism expressed through and stage costumes of major performances shown in Korea and abroad. Furthermore, the purposes of the present study are to propose a new fashion brand image called "Violetta look" by incorporating this image into current fashion to join fashion and stage, and to actually design and producing these clothes. Therefore, stage costumes of characters shown in the limited space called stage were connected with the study of characters' images and applied into the current fashion as a brand image, and from the industrial aspect, a high value added fashion brand image was created.