• The Research Journal of the Costume Culture
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• v.22 no.1
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• pp.42-54
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• 2014

This research used an experimental design in an effort to assess the influence of brand gender and salespeople on the attitudes toward brands according to the males' gender identity traits. The study used a three-way split-plot experimental design, and data were analyzed by t-tests, and ANOVA. The subject of this research was men in their 20s and 30s, and a total of 178 people were selected through convenience- sampling. The findings are as follows: first, masculine male consumers preferred masculinity fashion brands; however, androgynous consumers preferred brands that reflect androgyny. Second, there were no differences in brand attitude according to the gender of the salesperson for the masculinity group, but the androgynous group estimated the brands as better when the salesperson was female. Third, there were no differences in the brand attitudes among consumers according to gender of the salesperson for the Galaxy; however, for Solid Homme, brand preference was stronger when the salesperson was a woman. Fourth, the influence of brand gender and salesperson gender on brand attitudes differed according to the gender of the consumer. Therefore, apparel companies must clearly understand the characteristics of consumer gender identity and execute proper marketing strategies in order to induce stronger positive attitudes toward their brands. Moreover, apparel companies should perceive that brand gender and the gender of the salesperson can consequently encourage brand preferences.

• Fashion & Textile Research Journal
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• v.17 no.4
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• pp.574-587
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• 2015

This quantitative study helps develop a measurement tool for consumer experiences inside and outside of a fashion brand store in a large shopping center along with a previous qualitative study that utilized a consumer interview. An expert group interview was conducted to verify the result of the previous qualitative study. Subjects were selected through convenient sampling. A self-administered questionnaire was developed to collect the data. We used 666 questionnaires for data analysis. To analyze data, reliability analysis, factor analysis, correlation analysis and measurement equivalence verification were conducted with a statistical package of SPSS 21.0 and Amos 18.0. We used 27 questions in 8 factors for consumer experience inside of the fashion brand store: fashion product, VMD, salesperson responsiveness, salesperson specialty, salesperson's special treatment, salesperson's respect for customers, and positive/negative emotion. We used 27 questions concerning seven factors for the consumer experience outside of a fashion brand store that encompasses a large shopping center: experience with brand and product category diversity, experience with promotion and event, esthetic experience, experience with culture and entertainment, experience with recreational behavior, experience with reputation and sense of pride, and experience with customers.

• Human Ecology Research
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• v.60 no.1
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• pp.131-145
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• 2022

The purpose of this study was to reveal the effects of sales services and organizational member relationships of fashion brand salespersons on job performance and job satisfaction, as well as how job performance, job satisfaction, salesperson services, and organizational member relationships differ according to the sales career and job position. The data were collected by administering a questionnaire to fashion brand salespeople in Gwangju from September to October 2020. Using 235 responses, the data were analyzed with SPSS 27.0 for frequency analysis, reliability analysis, t-test, factor analysis, and regression analysis. The research results were as follows. First, the basic services of the salesperson comprised factors such as 'consideration and convenience', 'appearance and dress', and 'kindness and greeting', which are considered better variables to explain job performance than job satisfaction. Second, the salesperson's professional service consisted of 'fashion product knowledge', 'professional self-management', and 'store display technology' factors, which are good variables to predict job performance. Third, the relationship between the members of a salesperson's organization consists of factors such as 'headquarters relations', 'colleague relations', and 'emotional labor', which was better for explaining job satisfaction than job performance. Fourth, depending on the position, professional salespeople exhibited significantly higher values in job performance, basic and professional services of salespersons, and 'headquarters relations' factors, whereas there were no significant differences in job satisfaction, 'colleague relations' and 'emotional labor'. Lastly, the more sales career, the higher the job performance, and the basic services, professional services, and 'headquarters relations' factors of salespeople were also good.

• Journal of Fashion Business
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• v.10 no.6
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• pp.131-145
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• 2006

The study used 24 clothing salespersons who had turnover experiences. It used a qualitative research method, through which the following turnover motives were found. The turnover motives can be classified into two: voluntary and non-voluntary. The voluntary turnover motives include marriage, career change, wages, human relationship, family moving, study abroad, health problems, and so forth. This study finds that some salespersons made a turnover because they did not like the products and brand or they preferred another products and brand. This kind of turnover is unique in the field of clothing sales and seldom found in the motives of salesperson turnover in other fields. The non-voluntary turnover motives are caused by non-personal, circumstantial factors which include the bankruptcy of companies due to economic depression, withdrawal of salesroom from department stores due to low sales, etc. This means that the creation, rise, and fall of fashion brands are closely related to frequent turnover of clothing sale associates. As there are various motives for the salesperson turnover, so it is necessary for the clothing industry to examine and investigate the trends of its salespersons and establish an appropriate policy to cope with the matter.

• 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'.

• Fashion & Textile Research Journal
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• v.13 no.4
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• pp.572-581
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• 2011

The purpose of this study was to investigate the effect of duty free shop consumers' store benefits sought and fashion merchandise shopping orientation on store satisfaction. Survey data were collected from questionnaires filled out by 194 domestic consumers who had purchase experience of fashion goods in duty free shops located in Korea. The data were analyzed by reliability analysis, factor analysis, and multiple regression analysis. The results of this study were as follows: First, the store benefits sought was categorized into five factors such as pursuit of convenience, salesperson/atmosphere, promotion, product quality, and product fashionability/variety. The fashion merchandise shopping orientation was categorized into six factors such as pleasure orientation, pursuit of fashion, pursuit of brand, planned orientation, pursuit of confidence, and convenience orientation. The store satisfaction was categorized into six factors such as atmosphere/reputation of store, promotion, product fashionability/variety, convenience, price, and salesperson. Second, the store benefits sought, composed of pursuit of convenience, salesperson/atmosphere, promotion, product quality, and product fashionability/variety, had an effect on the store satisfaction. Third, the shopping orientation such as pleasure orientation, pursuit of fashion, pursuit of brand, and planned orientation, with the exception of pursuit of confidence and convenience orientation, had an effect on the store satisfaction.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.5 s.142
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• pp.727-736
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• 2005

The purpose of this study was to identify the new fashion brand evaluation attributes influenced by risk perception and its relationship with information search. As for the method of the research, questionnaires were given to 311 consumers who just finished shopping at new fashion brand stores. The results of this study were as follows: 1) New fashion brand evaluation attributes consisted of five factors; product experience attributes, celebrity credence attributes, product search attributes, brand credence attributes, salesperson search attributes. 2) New fashion brand evaluation attributes were found to be significantly influenced by risk perception. 3) The amount of information seeking and the use of information sources were found to be significantly related to the new fashion brand evaluation attributes. 4) The variables influencing on the new fashion brand evaluation attributes were age and monthly clothing expenses.

• Fashion & Textile Research Journal
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• v.13 no.5
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• pp.705-716
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• 2011

The purpose of this study was to investigate salesperson's perception of fashion company in the middle management system of department store. This study was conducted by a qualitative research method. An in-depth interview was managed to 14 fashion shop managers and salesperson who have three or more years of work experience at the department store. Interview details were classified three categories: relations with fashion company and others, concern with products supply, concern with products sales. First, the positive factors on relations with fashion company are mutual trust, stability of fashion company, coordination and consideration for shop, communication with fashion company, methodical IT system, methodical education, and social gathering support. The negative factors are unilateral breach of contract from fashion company, communication problem, gap between sales status in shop and product design in fashion company, lack of professional education, difficulty of participating in education, and inadequate employee benefits. Second, the positive factor on products supply is priority of products supply. The negative factors are lack of main items, product procurement lacking rapidity, and problem of securing a supply. Third, the positive factors on products sales are brand pride, display and information support about products, and free gift support. The negative factors are unfair selling commission policy, sales pressure, and excessive responsibility.

• Journal of Distribution Research
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• v.13 no.1
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• pp.61-77
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• 2008

This study proposes new fashion brand evaluation criteria. In developing the criteria, we emphasize the following considerations: first, the object of the evaluation should be the brand rather than the products or store second, the "new" brand should be the "new" brand from the consumer's perspective finally, only fashion brands available in department store are included to examine the relationship between evaluation criteria and consumers' relationship quality perception with a department store. Our data analysis of an online survey panel sample of 537 female consumers produced six new fashion brand evaluation criteria: merchandise power, in-store communication, brand/company image, salesperson, VMD, and assortment variety. New fashion brand evaluation criteria factors include both brand attributes and store attributes. Brand-related evaluation criteria are merchandise power, assortment variety, and brand/company images, whereas store-related criteria are VMD, salesperson, and in-store communication. The associations among brand evaluation criteria, brand attitudes, and the consumers' relationship quality with department store were tested by regression analysis.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.5
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• pp.760-771
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• 2000

The main objective of this study were to develop the scale for measuring service quality and to identify the differences of service quality among apparel store types(department store, fashion specialty store and national brand independent store). Data were collected from 463 subjects who finished their shopping with a self-administered questionnaire. The results were as follows; 1. As a result of factor analysis, seven dimensions were identified for service quality: VMD, store atmosphere, pleasant enviornment, product assortment, store policy, salesperson's assurance, and salesperson's responsiveness dimensions. The first five dimensions and the last two dimensions were corresponded to store service and sales service respectively. Those dimensions explained 56.56% of service quality. Especially the salesperson's assurance had the most explaining power. 2. The fashion specially store was evaluated as the highest in five dimensions of store service, whereas the department store was evaluated as the lowest in the pleasant environment dimension. 3. Store policy, salesperson's assurance, store atmosphere, and VMD dimensions explained 38% of store satisfaction.