• 한국의류산업학회지
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• 제20권6호
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• pp.629-644
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• 2018

Global fast fashion brands have been popular and most of them have entered the Korean market. With their success, Korean apparel companies launched domestic fast fashion brands; however, recently they have become fiercely competitive, and consumers are demanding better design and quality and cheaper prices than before. The purpose of this study is to explore consumer purchasing behavior of the global as well as domestic fast fashion brands sold in Korea and to suggest marketing strategies for the brands sold in Korea. The study includes interviewing 61 Korean consumers to ask about their purchasing behavior and experiences. This study found four themes from these in-depth interviews: 1) demand of product glocalization which considers both globalization and localization for better style, quality, and assortment plan, 2) satisfaction with the reasonable price range of fast fashion brands but dissatisfaction with price discrimination among countries, 3) importance of easy, comfortable, and convenient accessibility to fast fashion brands, and 4) preference for good brand reputation related to corporate social responsibility(CSR) and nationality. From these four themes, this study developed the four elements of the marketing mix: product, price, accessibility, and reputation to adapt to a new marketing environment that emphasizes the development of information technology, consumer-centric marketing, and corporate ethics. The findings of this research could contribute useful information to both global and domestic fashion companies as well as consumers.

• 복식문화연구
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• 제29권6호
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• pp.865-880
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• 2021

The purpose of this study was to examine job competencies for sales training program development to maximize profits in fashion retailing. An empirical online survey was conducted from September to December 2019, and data was collected from 200 salespeople and store managers working in fashion stores. Results were analyzed using frequency analysis, factor analysis, variance analysis, and regression analysis with SPSS 25.0. The major findings of this study were as follows. First, the most important job competencies identified by fashion store managers were: sales sense know-how, customer service skills, and sales person's fashion style sense, product knowledge, fashion marketing and customer management. The job competency factors for sales training programs included empathy with the customer, product knowledge, communications and networking, basic job requirement, and sales skills. These five factors positively influenced the employment intentions and expectations of work performance of graduates. These factors also had a positive influence on the need of sales training program and intention to participate in retraining. Store managers in fashion retail thought the most appropriate period for on-the-job training was either 2-4 days or more than 1 week. The results of this study can be used as a base to develop training programs for job efficiency for salespeople in fashion retailing.

• 감성과학
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• 제18권1호
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• pp.79-94
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• 2015

본 연구는 패션산업에서 상품라벨과 패션용어의 형태, 즉 한글과 외래어, 외국어 등 표기 종류에 따라 소비자의 감성이 어떻게 다르게 나타나는지 분석한 것이다. 20대 소비자 200명을 대상으로 패션아이템 1종에 대한 라벨 1종과 3종 패션용어에 대하여 설문조사를 실시하였는데 외래어 영어표기, 외래어 한글표기, 순한글표기 등 3가지 형태에 대해 15개 형용사로 구성된 감성 척도를 이용하여 감성을 측정하였고 또한 선호도와 상품에 대한 예상가격을 질문하였다. 결과로는 소비자들은 라벨에서 한글보다 외래어를 선호하였으며 외래어 라벨 중에서도 한글표기보다 영어표기를 선호하였다. 외래어 라벨을 볼 때 소비자들은 패션 제품이 더 '긍정적이고 세련되고 화려하며 우아하다'고 평가하고 있었으며 또 상품의 가격을 더 높은 것으로 예상하였다. 즉 외래어 영어표기 라벨이 모든 평가에서 가장 높은 점수를 받았고, 외래어 한글표기가 다음 순이었으며, 순한글 라벨은 가장 낮은 평가를 받았다. 소비자들은 자신의 유행 몰입도에 따라서 감성 평가를 부분적으로 다르게 하고 있는 것으로 나타났다. 즉 유행 몰입도가 높은 소비자들은 낮은 소비자보다 외래어를 볼때 '세련된 우아한 화려한' 등에 대해서 더 높게 평가하고 있었다. 또한 유행몰입도가 높은 소비자들은 낮은 소비자보다 순한글표기 라벨을 볼 때 '친근한, 안정된' 등에 대해서 더 높게 또는 외래어와 유사하게 평가하고 있었다.

• 복식문화연구
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• 제16권4호
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• pp.646-660
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• 2008

Korean export of fashion products to the U.S. has fallen off sharply after 2001. Now, Korean fashion companies have to develop higher value-added business. In the U.S., Korean-American fashion companies are taking a primary role in up-stream of the fashion industry. To cut the edge over the U.S. fashion companies, one of the solutions could be to build the business relationship with Korean fashion companies which reflect the recent trend rapidly and have high quality production. On this study, we investigated the marketing strategies of Korean-American fashion companies to seek to start business with Korean fashion companies and make suggestions for Korean fashion companies who want to enter into the U.S. market effectively. To analyze current situation of Korean export to the U.S. and the U.S. fashion industry, we considered various kinds of statistic data, publications and studies. And we performed in-depth interviews with 9 Korean-American fashion companies in LA from $9^{th}$ to $21^{st}$ of July. The results are as follows. first, Korean fashion companies should aim for high-end market with the products of high quality and design. Second, there should be professional agents who manage Korean small-medium fashion companies and connect them with Korean-American fashion companies. Third, Korean fashion companies who want to enter into the retail market of the U.S. have to decide the target market clearly and plan strategic and differentiated merchandising. Fourth, Korean fashion companies can specialize in product developing service like proposing a product or a merchandising line as a package including designs, fabric swatches, trims, production information, etc.

• 복식문화연구
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• 제21권6호
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• pp.793-809
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• 2013

This study examined the trend and aesthetic value of image fashion of the 21st century through empirical case study with image media as fashion communication tool. This research is intended to provide the basic material for both better comprehension of image fashion as emotional medium in the modern fashion and more activated research on interactivity and communication in the fashion communication area by examining how fashion designers deliver their design philosophy, thought and vision via image fashion. For the research method, the theoretical study was realized about image media and fashion communication with focus on related literature and precedent research. Also, the empirical study was performed about image fashion covering 2005 through 2012 by the group of fashion film, fashion animation, and video look-book. Fashion image in the research was developed into various layouts that include the story based or non-story based creative images, many kinds of episode or behind-the-scenes story in the prep course of collection, designer's personal life or product world, or re-cutting course after collection. It also played a communicative role for public relation of new product ad, concept conveyance of seasonal collections, means as online collection to substitute for the existing offline collections, and better understandings of designer or fashion brand. Aesthetic values derived from case analysis of image fashion in the modern fashion of 21st century appeared in the form of trans-boundary as convergence art, fantasy in harmony with virtuality and reality, and interactivity among the humans, image media and fashions.

• 한국의류산업학회지
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• 제24권6호
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• pp.719-730
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• 2022

This study explored the impact of beauty influencers' characteristics and product characteristics on new product acceptance intentions and studied the mediating effects of consumer trust in this process. A survey was conducted from February 22, 2021, to February 28, 2021, with Gen Y and Gen Z women in China, and 379 questionnaires were analyzed. The conclusions are as follows: First, the characteristics of beauty influencers are authenticity and expertise, similarity, attractiveness, interactivity, familiarity, and trustworthiness; product characteristics are cost, image, product quality, product perception, sales promotion, and sustainability. Second, partial beauty influencers' characteristics and partial product characteristics have a positive impact on consumer confidence and acceptance intention of the new product. Third, the mediating effect of consumer trust in the process by which beauty influencers' characteristics and product characteristics influence the intention of new product acceptance was determined. Therefore, when beauty companies use influencers in marketing, it is necessary to understand their characteristics, consider their professionality and authenticity, examine their reliability, and assess their ability to form connections with images and viewers that match their products. Additionally, to increase the acceptance intention of new products, companies should present the price of high-quality products, product sensibilities, and corporate images of products and establish measures that can positively affect consumers' acceptance intention of new products by combining them with the characteristics of beauty influencers.

• 패션비즈니스
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• 제10권4호
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• pp.16-28
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• 2006

The purpose of this study is to investigate the content and changes of modern Korean men's wear advertisement from the 1960s to the 1990s by reviewing fashion magazines and pictorials. Research problems were as follows.; First, analyze the types and their units of measurement in men's fashion advertisements from 1962 to 1998. Second, examine the differences of quantitative change in men's fashion advertisements according to each period. The total 857 advertisements were selected from Shin Dong-A, Joongang Magazine, and Bokjangwolbo from 1972 to 1998. For analyze the result, frequency analysis and $x^2$-test were used. Results were as follows. First, through the review of literatures and pre-tests, 6 units of measurement were identified. They were product type(formal wear, casual wear, sports wear, dress shirts, accessory, inner wear, fabric and the others), brand type(national brand, licensed brand, imported brand, others), appeal type(image, product, others), representation type(photograph, illustration, others), medium type(man, product, others), and color type of advertisement(black & white picture, color picture). Second, for the types of advertisements, formal wear, national brand, image appeal, figure medium, photograph for presentation and color picture are the most frequently shown in men's fashion advertisements from 1962 to 1998. Third, for product, more accessory advertisements were found than the clothing in the 60s and the 70s, and casual wear advertisements in the 80s and formal wear advertisements in the 90s were dominated. National brand type was dominant through all four period. Product appeal type in the 60s and the 70s and image appeal type in the 80s and the 90s were prevailed. For medium, product type in the 60s and the 70s and figure type in the 80s and the 90s were dominated. Black & white picture in the 60s and the 70s and color picture in the 80s and the 90s were prevailed. Lastly, photograph was the most frequently used for presentation type through all periods.

• 한국의상디자인학회지
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• 제13권2호
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• pp.121-131
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• 2011

Green Marketing, a response to the serious environment problems of the 21st century, is an important point for trends in both art and fashion. It is a strategy for reminding consumers of the threatening environment problems and to recognize that everyone must take responsibility for these problems. Green marketing is a concept that is the point at issue and social reform movement. The purpose of this study was to find examples of Green Marketing in fashion and classify them into four groups. The results of this study were as follows. First, the terms related to green marketing as related to fashion can be categorized into four areas: 1. Eco-friendly product marketing: product merchandising that usually uses organic materials and green manufacturing processes. 2. Green-communication marketing: PR strategies that use green slogans through deep impression advertising or special promotional events relating reducing, reusing and recycling, etc., with the brand's name. 3. Green environmental-marketing: marketing strategies that is an enlightenment campaign for environmental preservation and sustainable fashion design such as reusing, recycling, and reducing. 4. Cause-related marketing: marketing plans that return profits to society and that take an active part in the causes of the community. It was expected that these types of green marketing strategies would yield positive effects in enhancing brand value and consumer confidence as well as increasing profits.

• 복식
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• 제60권2호
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• pp.114-129
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• 2010

The purpose of this study were to identify shopping orientation for fashion outlet consumers and its significance in influencing brand loyalty and shopping satisfaction. This study will propose results which help to better understand shopping orientation of fashion outlet consumers. A questionnaire was administered to 326 20s male and female living in Daegu Gyeongbuk during October of 2008. Data were analyzed by using Factor analysis, Reliability analysis, t-test and Regression analysis. The results of the research are as follows: First, The shopping orientation could be into 5 dimensions: pleasure tendency, fashion tendency, name brand tendency, prudence buying tendency, economic tendency. Brand loyalty were factor analyzed resulting three factors such as brand loyalty, brand care and brand knowledge. Brand loyalty factors of brand loyalty and brand knowledge had a positive effect on fashion tendency, name brand tendency. Brand care has a positive effect on name brand tendency and economic tendency. Second, Shopping satisfaction were factor analyzed resulting five factors such as product, store atmosphere, service store reputation, location convenience and price. Outlet product had a positive effect on fashion tendency, name brand tendency, prudence buying tendency and while all other factors showed a positive effect on preferences to follow trends. However, outlet price had a positive effect on only those consumers possessing a economic tendency.

• 복식
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• 제62권1호
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• pp.137-151
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• 2012

The purpose of this study was to examine how recently fashion brands tried to design Facebook contents for their promotion strategies, and how to encourage customer's empathy and participation for communication content. For this study, 17 domestic and foreign fashion brand facebook contents were analyzed. The results of the study were as follows. First, fashion brands provided product information through various methods such as the Facebook fan styling pictures contest which attracted voluntary participation from fans, an emotional product introduction video with effective storytelling techniques, and pictures and videos of a new season collection that were always viewable and able to be evaluated. Secondly, Facebook contents of brand promotion that contributed to the brand image and loyalty formation were identified. Fashion brands encouraged their fans to be involved in socially-oriented marketing and brand community. Moreover, telling the story of the brand history and brand management enhanced brand involvement of fans. Finally, fashion brands communicated actively with their fans providing information that aroused their interest. They gave tips on how to improve the quality of life, provided useful applications that offered various benefits in everyday life. Based on this result, implications of Facebook contents management as a promotion strategy were further discussed.