• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.695-708
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• 2012

This study researched consumers' awareness regarding the commercialization of Korean traditional culture through various channels or products. A survey was administered to consumers in the Gyeonggi region(n=322) from June to August 2012. Differences in the importance placed on, and preferences for, attributes of Korean traditional fashion textile and Korean traditional patterns were analyzed according to consumer characteristics. Research results showed that the factors allowing recognition of Korean traditional textile in clothing and fashion accessories were color, pattern, and textile type, in the respective order. Overall, consumers generally perceived higher importance in using the factors of Korean traditional textile in clothing than in fashion accessories. Preferences for Korean traditional patterns differed according to the type of fashion item, i.e., clothing or fashion accessories, and also according to the age and gender of the consumer. Women generally showed a tendency to place higher value on Korean traditional patterns than men. The degree of preference was higher, as well. However, only a minor difference was seen according to pattern type. Women showed a higher preference for plant patterns, literal patterns, and geometric patterns compared with men. The preferred type of traditional pattern was also different according to age. Consumers in their 20s and 40s presented a higher preference for Korean traditional colors when compared with the 30s group. On the other hand, the preference for Korean traditional patterns was higher among consumers in their 40s than those in their 20s or 30s. The results of this study show that the awareness of consumers regarding Korean traditional textile reflected in clothing and fashion accessories differs according to gender or age. Thus, this implies the need to consider the differences in perceived importance and preferences among target consumer groups to develop various fashion products that use Korean traditional fashion textile.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.12
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• pp.1247-1256
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• 2012

The paper details the development of a Korean style loungewear based on traditional Korean hanbok clothing. For this, we surveyed and collected data from 3,500 adults over 20 years of age. The questions were on their preferences of hanbok for both traditional and contemporary styles as well as loungewear. The survey showed that preferences for hanbok were high for both traditional and contemporary styles. The survey also suggests how a successful mass-produced Korean style loungewear should be designed to increase its popularity. It should feature comfortably simplified silhouettes, a selection of contemporary colors from Korean symbolic colors, modernized Korean textile surface designs, and easy-to-maintain healthy fabric. Based on these results, the development direction of Korean style loungewear was set and various loungewear samples were produced. Another group of survey participants were asked to try on samples and their preferences were surveyed. At the conclusion, a version that was most preferred among the participants was obtained. We suggest one-piece style and two-piece style designs with silhouettes based on the characteristics of traditional Korean costumes. The preferred fabric for loungewear was natural and soft cotton. We suggest the necessity and effectiveness of loungewear made with environment-friendly hanji-fabric. The main colors for loungewear were selected based on survey: blue, red, white, and saekdong (color stripes). We made color combinations with the main colors then applied the textile surface designs. The traditional Korean patterns of Hangeul (Korean letters), taegeuk (yin-yang), geometric figures, and samjogo (three-legged crow) were also chosen, and then loungewear using the textile designs was developed. The results have been shown on the "Han Style Fashion Show" by Jeonju City and exhibited in the "Seoul Living Design Fair" and the "International Art & Craft Trend Fair" in COEX, Seoul.

• The Research Journal of the Costume Culture
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• v.24 no.1
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• pp.67-78
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• 2016

The Indonesian population is estimated at 250 million and ranked as the world's fourth-largest. It is also one of the world's largest Muslim nations. Seventy percent of the population of Indonesia is young consumers in their 20s and 30s. In additions, Indonesian consumers have recently developed a great interest in fashion in general and Korean fashion in particular. This paper addresses issues related to young Indonesian consumers' clothing behavior in terms of clothing image, clothing style, body image, clothing and attitudes toward Korean fashion brands. The survey method was used as a primary research instrument. All measurements were adapted from the existing scales from previous studies. A total of 172 questionnaires were used for the final statistical analysis. Empirical results showed that Indonesian consumers' preferences regarding clothing image were new, casual, humorous, futuristic, soft, interesting and active. In terms of style, Indonesian consumers scored high in their preferences of casual and classic styles. With regard to body image, Indonesian consumers have significant concern for their appearance and body, but at the same time they are more satisfied with their body shape. More than half of the respondents had experience in purchasing Korean fashion products. Indonesian consumers recognized the clothing image of Korean fashion brands as new, futuristic, and hi-tech. Furthermore, they perceive the clothing style of Korean fashion brands as casual, feminine, and sexy. Korean fashion brand purchase intension was significantly influenced by recognition and preference of Korean fashion brand.

• Journal of Fashion Business
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• v.22 no.5
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• pp.15-31
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• 2018

The purpose of this study was to classify male consumers and examine their clothing consumption values and the perceived importance of store attributes. Using Internet-based research service, survey data were collected from 651 male consumers aged between 20 and 40. The questionnaire included questions regarding respondents' preference of different store types, clothing consumption values, perceived importance of store attributes. According to the results, the respondents were categorized into 5 distinct groups based on their store type preferences: discount store preference group, multi-channel preference group, store indifferent group, brand store preference group, online store preference group. Multi-channel preference group was the largest among these groups. The five store type preference groups statistically varied in clothing consumption values, i.e., epistemic value, brand/conspicuous value, and economic value. The groups also differed in the importance they placed in the store attributes of: service and product quality, promotion, fashionability, salesperson and store environment, store atmosphere, convenience, and website image. The results of this study have direct implication for retail marketers of fashion companies who are targeting male consumers. Marketers can apply findings of this study in implementing retail strategies for different types of stores.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.2
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• pp.199-218
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• 2022

Considering increasing demand for improved waist protectors for the elderly, in this study we sought to design a waist protector that reflects the body characteristics, preferences, and satisfactions of the elderly. A survey conducted to investigate elderly satisfaction with existing waist protectors, as well as their preferences in product function, design, and characteristics, found that consumers are not satisfied with current waist protector offerings and would prefer protectors that allow greater freedom to perform physical activities and that are more easily accessible. Based on the survey, we developed a guideline on function, design, and characteristics, resulting in four new waist protector designs: A and B for men, and C and D for women. Significant preference differences according to gender were reflected in the designs. For example, designs for female waist protectors focused much more on improving tightness, size, freedom of movement, and easy attachment or detachment than designs for male waist protectors did. Evaluation of satisfaction with new designs suggests that new designs meet the satisfaction criteria of elderly consumers, who express willingness to purchase and use them.

• The Research Journal of the Costume Culture
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• v.17 no.2
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• pp.352-366
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• 2009

The purpose of this study was to investigate the actual wearing conditions and the preferences of knit wear school uniforms. The subjects were 480 high school girls from 6 high schools placed in Daejeon. The method of study is a survey consisted of actual wearing conditions questionnaires, preferences questionnaires, and demographic attribution. Data was analyzed by frequency, variance, crosstabs, and correlation analysis using SPSS 12.0 program. The results of study are as follows. First, high school girls over 90% wearing knit wear school uniforms were satisfied with current knit wear school uniforms(navy color, V-neck, and wool mixed). Second, high school girls preferred 100% cotton material and black/white/gray color group. The style of knit wear school uniforms was most preferred monochrome cardigan with cable pattern. High school girls wanted to show neat image by knit wear school uniforms and to diversify the style of them. Third, the differences of preferences between groups, they were wearing knit wear school uniforms(A group) or not(B group), were about pattern and improvement. A group preferred school mark pattern, and wanted to improve the quality and after service. B group preferred monochrome cable pattern, and wanted to diversify the style. Both groups wanted to wear knit wear school uniforms because knit wear was 'warm' and 'comfort'. Consequently, knit wear school uniforms will help high school girls express individuality and beauty.

• Journal of the Korean Society of Costume
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• v.26
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• pp.87-100
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• 1995

This Paper is intended to analyze color preferences for apparel, and color preferences according to personality types. The subjects are one hundred twenty five female university students majoring in clothing, textile & design. Color stimulus are divided according to season, value and chroma, and personality types are classified into four : introverted, achieving, age-gressive and conservative. Duncan test, factor analysis and descriptive statistics have been applied to data processing. The findings are as follows. In terms of hue preferences, winter colors are most preferred and autumn colors follow. In re-gard to value preferences, low value colors have been found to be preferred and in respect to chroma preferences, low chroma colors have been found to be preferred. Seasonal colors, value and chroma show significant differences at the level of P<.001. In terms of color preferences for apparel fabrics according to personality types, winter colors are most preferred regardless of person-ality types, and autum colors follow. The introverted and the conservative dislike summer colors least and the achieving and the aggress-ive, spring colors. In respect to value preferences, low value colors are preferred irrespective of personality types. The introverted and the achieving dislike high value colors least and the aggressive and the conservative, mid value colors. With regard to chroma preferences, all person-ality types have been found to prefer low chroma colors. They dislike mid chroma color, and high chroma colors are least preferred.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.6
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• pp.616-630
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• 2012

This study examines the impact of consumer knowledge and familiarity with private label brands (PLBs) on perceptions and preferences toward PLBs and patronage intentions; in addition, it examines the incremental effects of a department store image over consumer knowledge and familiarity with perceptions, preferences, and patronage intentions. This study focused on midscale department store PLBs of apparel products and middle age consumers between the ages of 30 and 50 who are the main consumer group of private label brands of apparel products. A structured questionnaire was developed and data were collected from a convenience sample of 257 female consumers between the ages of 35 and 54, living in the Southeastern United States. A factor analysis identified the dimensions of department store image constructs; in addition, a hierarchical regression and multiple regression analyses examined the hypotheses. Consumer knowledge and familiarity with PLBs at department stores is recognized as a major determinant to shape consumer perceptions of and preferences for the PLBs as well as patronage intentions. The present study reveals the significant incremental effect of a store image on consumer preferences, perceptions, and patronage intentions beyond that explained by consumer knowledge and familiarity about PLBs. The study reveals that, among four store image constructs, the store atmosphere and store service factors had significant positive effects on consumer perceptions of PLBs. Store service and atmospheric aspects also affect consumer patronage intentions toward PLBs. The price factor shows a significant and positive influence on the preference consumers have for PLBs, but not on perceptions and patronage intentions. This study has practical implications for department store executives and managers on how to allocate resources in order to increase positive consumer perceptions toward PLBs, preferences over other brands, and patronage intentions of PLBs at a store as well as how to create effective store environments to promote PLBs.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.12
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• pp.1742-1753
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• 2007

The purposes of this study were to segment consumer groups by evaluative criteria and to find the differences among the groups in regard to sportswear benefits sought, domestic and imported brand attitudes, and sportswear image preferences. The subjects used for the study were 773 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, cluster analysis, t-test, and chi-square test. The results showed that there were two sportswear segments : brand/design-oriented group and function-oriented group. Statistical analyses showed that the two sportswear segments were different in regard to sportswear benefits sought, domestic and imported brands attitudes, sportswear image preferences, and demographics. Brand/design-oriented group sought the benefits of sex appeal/impression improvement, individuality, and conspicuousness, had a more favorable attitude toward imported brands, and preferred a prestigious image. They were relatively younger and had a higher income. In the meanwhile, function oriented group sought a comfort benefit from sportswear, had a more favorable attitude toward domestic brands, and preferred simple and active images. There were more high school graduates and home makers in function-oriented group. The implications of the study were discussed.

• The Research Journal of the Costume Culture
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• v.15 no.2 s.67
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• pp.193-202
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• 2007

The purpose of this study was to find out effects of textile motifs and the application methods on wearer's image perception. A survey was conducted to total of 255 male and female university students who are residing in Daejeon and Chungnam province. The stimuli were composed of 2 level tones(dark and light), 3 level complexity(simple, medial and complex), 3 patterns(polka dot, stripe and check) and the 2 way of stimuli application methods(fabric and garment). The instrument for measuring preference of stimuli consisted of 4 items, encouraging, preference, purchasing and popularity. The instrument for measuring image of stimuli consisted 24 pair items. Factor analysis for the adjective pair images(24 inquiries) about the textile patterns which were used in this study was performed. It resulted as three factors which are attraction, salience, and potential. Attraction, salience, and potency dimensions showed the most significant interaction effects of application methods and patterns. And tone and application method effected attraction and salience, tones and patterns effected attraction, tones and complex effected salience. Application methods and patterns effected potential and patterns and complex effected salience. The preferences toward stimuli, it resulted only interaction of tones and patterns affected the preferences('total preference' and 'purchasing'). Pearson's product-moment correlation analysis carried out to find out the relation of images of clothing and preferences. As a result, salience was significant relation with attraction and potency. In correlation between image of textile pattern and preference, attraction is most significant relation with the preference. The results of the study could be used for the marketing strategies of the motif in fashion product.