• Korean Journal of Human Ecology
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• v.17 no.3
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• pp.485-492
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• 2008

The study is to provide the types of fashion consumption of male and female university students and to analyze fashion involvement to the types and students' source of fashion information. Then the correlations were examined between fashion involvement and source of fashion information. The data were analyzed by a factor analysis, one-way ANOVA, Duncan test, cluster analysis, cross-tabulation analysis. The results are as follows: 1. The awareness about fashion consumption is classified into five factors: "hedonic consumption", "impulsive consumption", "brand loyal consumption", "prudent consumption", and "independent consumption". The fashion involvement to the types is categorized into four factors; "pleasure", "trend", "image", and "risk awareness". The source of fashion information is categorized into "mass media", "product information", and "personal information". 2. The fashion consumption is classified into three types: "an independent consumer type", "a brand loyal/ prudent consumer type", and "an impulsive consumer type". 3. In the fashion involvement to the types and the source of fashion information, there is a high correlation between the factors of "mass media" and "trend", "product information" and "pleasure" and "personal information" and "trend".

• Fashion & Textile Research Journal
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• v.8 no.1
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• pp.89-98
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• 2006

The purpose of this study is Korean fashion designers' tendency and degree to adopt and receive overseas fashion trends, as a founding work to suggest a direction for Korean fashion industry and designers to select and adopt overseas fashion trends. 204 survey results out of 270 ones from the same number of fashion designers in 68 brands, who work in domestic mass-fashion female-garment brands for more than 3 years, are used as final analysis data. For the data analysis, SPSS, ${\chi}^2$-verification, variable analysis and MANOVA are executed, and statistical significance is verified at significance level 0.05. Conclusions obtained from the result and discussions of study are as follows: 1) The periods for domestic fashion industry to need to adopt overseas fashion trends are during 1992-94, and 1986-88. 2) There are discrepancies of utilization of design factors per brand concept. 3) When a line which is not suitable to domestic consumers is presented as subject of fashion trend, there are difficulties to reflect, and per brand concept there are differences of reflection sequence. 4) Whether or not to develop independent themes is dichotomized per brand concept.

• Journal of the Korean Society of Costume
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• v.53 no.5
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• pp.155-169
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• 2003

The purpose of this study was to find out criteria for classifying fashion brand from the viewpoint of fashion business practice in order to develop strategy of fashion brands and to manage brand effectively and systematically, and to suggest theoretical frame for application of these criteria. Survey was implemented for this research. 388 Data from the people who works for merchandising, sales or design in fashion business company was analyzed. Questionnaires were developed based on 37 fashion brand classification criteria. SPSS package and LISREL program were used to analyze data. Factor analysis, one-way ANOVA, $$\mu$tiple response analysis, correlation analysis, and structure equation model analysis were applied. The results of this study were as follows First, factor analysis considering 37 classification criteria identified 7 factors as classification criteria which can be used effectively by fashion business company. Second, in two cases, based on the job description and the responsible items, analysis showed that importance of the 7 classification criteria factors was different. And all of 7 criteria were correlated to each other. Third, the effective method to classify fashion brands was proposed by establishing the model of the relationship among the values of 7 criteria and by proving it by the structure equation model analysis. And the two types of the courses to classify fashion brand were shown. Forth, according to the evaluation of these criteria in the importance of appropriateness and difficulty of implementing, classification criteria factor of "the level of product concept" was found to be very effective and "the level of brand value" was ineffective to apply.

• Journal of Fashion Business
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• v.17 no.1
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• pp.1-12
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• 2013

The purpose of this study was to classify consumer's attitude at fashion store and analyze the relationship between emotional marketing and visual merchandising. Questionnaires were administered to 20-30 young consumers at fashion store in 20-30s who live in Seoul and Daegu. Data were analyzed by using frequency, factor analysis, reliability analysis, correlation analysis, regression analysis, multiple regression analysis, mediated regression analysis, analysis of variance, T-test, one way ANOVA. The results are as follows. First, emotional marketing had an effect on positive emotional response at fashion store. Second, visual merchandising had an effect on positive emotional response at fashion store. Third, emotional marketing and visual merchandising had an effect on positive relationship. Forth, positive emotional response had an effect on positive consumer's attitude. Lastly, emotional marketing and visual merchandising had an effect on positive consumer's attitude. The result of this study suggests to the fashion business that well managed various emotional response factor, positive emotional experience and desirable visual merchandising are necessary.

• Journal of the Korea Fashion and Costume Design Association
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• v.10 no.1
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• pp.55-68
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• 2008

This study is aiming to set a characteristic design and a fashion trend by analyzing hat style trends and fashion images shown in fashion collections in recent seven years. Also, based on the result of the analysis on the five world's major collections, the influence and the interrelation of hat and fashion image were analyzed. The study was performed by the context analysis method and the image evaluation method. In the context analysis method, the 1,391 pictures for hat-styles which were believed to be the standard of fashion style from the S/S season of 1998 to the F/W season of 2004 were analyzed. The research is summarized as follows. Based on the result of the fashion collections, the kinds of hats came Bowler, Beret, Cloche, Capeline, Cap and Hood in order, and Casual, Feminine, Natural, Formal, Romantic, and Mannish came in order for the case of the fashion images for putting on a hat. The result of the analysis on the characteristic of fashion design according to the kinds of hats, the casual image, with highest frequency, was found from all of the kinds except Capeline. Bowler and Cloche were conspicuous in jackets/slacks, Capeline was conspicuous in one-piece shape, and cloth silhouette showed the highest frequency in H type. As for Bowler, the color of cloth and hat was mostly black, and as for Beret and Cloche, achromatic color showed the highest frequency. But as for Capeline, the cloth color, including chromatic color, was various. As for Beret, pattern and material image were various comparatively, but as for other kinds of hats, there were the materials with no pattern and with hard material image.

• Journal of Fashion Business
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• v.10 no.2
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• pp.99-116
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• 2006

This study was aimed at giving help to the people intending to change their hair fashion feeling for changing their own hair colour design and also providing the guide line to the cosmetic circles for developing new hair colour design and promoting sales by statistically analyzing hair colours and the other factors(demographic characteristics, hair styling, total fashion feeling, hair style) of capital area women in their twenties based on the theoretical study on tatal fasion feeling & hair fashion feeling, and hair trend. The researching methods were composed of prior theoretical research, statistical analysis. The prior theoretical research was accomplished by analysis of literatures, magazines and internet sites about total & hair fashion feelings and hair trend. The statistical analysis used a questionnaire composed of 33 questions in 5 categories. The survey of the questionnaire had been conducted from June 15 to June 28 in 2005 on the 600 women in the capital area, investigated by a group of experts on cosmetics or clothing from academic or business society. The analysis of materials from the survey was done by SPSS program(ver. 12.0) using frequency analysis, $x^2$-test and cross tabulation analysis specified on high significant values. Based on the above results of $x^2$-test and cross tabulation analysis, categorized the characteristics of the hair fashion feeling groups, especially hair colours in the order of percentage. This study would be very helpful to the people trying to change their own hair fashion feeling and be useful to the cosmetic circles for developing new hair colour design and promoting sales by comprehending hair colour market and also be valuable to develop the analysis methodology of hair colour and hair fashion trend.

• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.2
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• pp.53-65
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• 2021

The study of behavioral intention in the fashion industry, until recently, focused on the variables of satisfaction and the intention of purchase, and were limited to specific individuals who were fashion consumers. It was found that variables of intention of recommendation have a greater impact on many other potential customers from a study on consumer behavioral intention. Thus, this study seeks to examine the relationship between the selection factors of collaboration fashion products and preference, and the relationship between preference and the intention of purchase. Moreover, the purpose of this research is to find the influence of relationships between selective factors of collaboration fashion products and the intention of recommendation. The 'intention of recommendation' was set as a dependent variable, that influences the relationship between preference and intention of recommendation. For empirical analysis, SPSS 25.0 software was used to conduct frequency analysis, reliability analysis, factor analysis, and multiple regression analysis based on a survey results conducted upon 217 people in their 20s. The empirical analysis results are as follows: First, collaboration fashion product selection factors consisted of 'product originality', 'designers and artists' reputation', 'product reliability', and 'products' aesthetic impression'. Second, the selection factors of fashion products had a positive influence on product preferences. Third, the preference for collaboration fashion products had an influence on intention of purchase and intention of recommendation. Fourth, collaboration fashion product selection factors affected intention of purchase. Fifth, selection factors of collaboration fashion products were found to have a significant impact on the intention recommendation.

• Journal of Fashion Business
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• v.19 no.1
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• pp.106-121
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• 2015

The purpose of this study is to classify the attitudes toward fast fashion into groups and analyze the differences of the self-consciousness, and make-up behavior by groups. Questionnaires are being administered from 179 high school girls living in Deagu metropolitan City. Frequency, factor analysis, reliability analysis, cluster analysis, ANOVA, Duncant-test, and ${\chi}^2$-test are all used for data analysis. Our findings are as follows. The attitude toward fast fashion shows a significant correlation with the sub-variable self-consciousness and make-up behavior. Attitude toward fast fashion is being categorized into convenience focus, fashion focus, design focus, and season focus. Self-consciousness is social self-consciousness, social anxiety, private self-consciousness, and private anxiety. Make-up behavior is positive effect, fashion leader, and conformity. Attitude toward fast fashion is classified into three groups: disposability, fashionability, and low interest of fashion. The groups show a significant difference in the self-consciousness, and make-up behavior. Groups display no distinctions between the sub-variables in the actual conditions of cosmetics such as a first time for make-up and frequence of visit.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.3
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• pp.438-451
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• 2018

This study analyzed differences in awareness, attitude, and purchase intention for multi-brand stores among fashion lifestyle groups. A questionnaire survey was conducted between September 12th and September 30th 2016 with women in their 20s to 40s living in the Seoul metropolitan area, Busan, Gyeongnam area, Daegu, and Gyeongbuk area. Data were collected from 417 women and analyzed using factor analysis, cluster analysis, analysis of variance and a Duncan test. The results of this study are summarized as follows. First, the result of factor analysis showed that fashion lifestyle was divided into five factors such as individuality orientation, practicality orientation, conspicuous orientation, fashion orientation, and economic orientation. The respondents were classified into economic pursuit group, individuality seeking group, active fashion seeking group and practicality seeking group according to fashion lifestyle factors. Second, there were significant differences in awareness, attitude, and purchase intention of multi-brand stores among fashion lifestyle groups. Fashion seeking group was more aware of, had a positive attitude toward, and purchased more fashion products in multi-brand stores than other groups.

• Human Ecology Research
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• v.59 no.3
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• pp.311-324
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• 2021

The purpose of this study was to reveal the effects of internal characteristics, such as fashion involvement, personality characteristics, and customer orientation of fashion brand salespeople on the core sales tasks, and how the core sales tasks and internal characteristics differ depending on differences in the way salespeople are remunerated. The data were collected as a questionnaire to fashion brand salespeople in Gwangju from September to October 2020. Using 235 responses, the data were analyzed with SPSS 21.0 for frequency analysis, reliability analysis, t-test, factor analysis, and regression analysis. The research results were as follows. First, fashion involvement comprises factors such as 'fashion passion and sense'and 'fashion trend interest', and the greater the 'fashion passion and sense', the better the 'sales management'and 'customer relationship management'jobs. Second, 'esthetic openness', 'responsibility' and 'extroversion' of the big five personality characteristics have a positive impact on 'sales management' and 'customer relationship management' tasks. Third, customer orientation comprises factors such as 'customer-centric understanding'and 'gain customer trust', the greater the customer-orientation, the better the 'sales management'and 'customer relationship management'tasks. Fourth, according to the position of the salesperson, the group of professional salespeople at manager level had high responses in core sales tasks, fashion involvement, customer orientation, and characteristics such as 'agreeableness', 'esthetic openness', and 'responsibility'.