• 대한가정학회지
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• 제35권1호
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• pp.357-372
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• 1997

The purpose of this study was to 1) segment female adolescent consumers into consumer groups displaying different consumer decision-making styles 2) to determine the consumer characteristics(clothing involvement information search store patronage and demographic variables) that related to each consumer segment and 3) to identify the interrelationship between the consumer characteristics. Decision-making styles were measured by 32 seven-point Likert type scales adapted from Sproles & Kendall and Shim & Kot A total of 78 statements dealing with three aspects of consumer characteristics was adapted from previous research. Data were collected from 567 2nd grade female middle and high school students in Seoul via self-administered questionnaires. and were analysed by frequency factor analysis ANOVA cluster analysis χ2 -test and Duncan's multiple range test. The results of this study were as follows: As a results of cluster analysis and ANOVA on seven factors of desion-making styles(1. brand-consiousness 2. novelty/fashion-consciousness 3. recreational/hedonis-tic orientation, 4. impulsive/carelessness, 5. price-consciousness/value-for-money, 6. perfectionism/high quality orientation 7. habitual/brand-royal consciousness) three consumer groups were identified and labeled as puality-oriented/non-utlitarian shoppers price-oriented shoppers and apathetic shoppers. Quality-oriented/non-utilitarian shoppers showed the highest clothing involvement scores of all aspects the highest consumer knowledge/experience most active ongoing information search and prepurchase information search. They preferred department store and franchise store for apparel shopping and considered service/reliability atmosphere variety of goods as important store attributes, Price-oriented shoppers showed prepurchase information search and planned purchase behavior actively. They preferred factory outlet store specialty stre and considered price very important as store attributes. Apathetic shoppers showed the lowest scores of all aspects of clothing involvement and most passive behavior in information search activities except showing the highest planned purchase. They preferred regional markets.

• 한국의류학회지
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• 제43권6호
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• pp.825-836
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• 2019

This study focuses on how to improve the use of the sustainable clothing through consignment clothing Stores. This study finds factors for activating consignment clothing stores that can help expand and implement the clothing consumption culture of Korean consumers towards sustainable clothing behavior. The objectives of this study are as follows. First, we identify consumer's sustainable apparel behavior through an in-depth interview with a manager who is currently working in a consignment-selling apparel company in Seoul. Second, we analyze factors for activating a consignment clothing store that help enable the implementation of concrete action plans into Korean culture and towards a sustainable clothing behavior. The study results on consignment clothing stores serve as service factors. First, it increases the participation of consumers in the mindset of secondhand apparel. Second, it secures the quality of used apparel products. Third, it can be seen by expanding the market channel. There is a need to rethink the specialty of apparel products in order to secure the quality of used apparel products and appraisal of experienced apprentices of commodity appraisers.

• 유통과학연구
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• 제13권7호
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• pp.85-90
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• 2015

Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.

• 마케팅과학연구
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• 제20권1호
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• pp.35-48
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• 2010

今天, 受到成熟零售市场挑战的时装市场需要新的 "品牌发展" 典范来提高他们的竞争优势. 时装市场的一个重要议题是为满足消费者由于生活方式的变化而产生的特别需求所进行的生活方式品牌扩张. 时装品牌扩张到生活方式产品类别, Y世代和婴儿潮可以说是新兴的 "前景"(婴儿潮的消费者正在改变他们的生活方式. Y世代正经历着他们生命阶段的变化). 他们有购买新产品的需求. 因此, 服装公司为品牌扩张注重消费群从而在新的产品类别中建立和管理他们的品牌资产是乐观的. 本文的研究目的是(a)评估母品牌和子品牌的品牌资产. (b)鉴定消费者对品牌扩张的感知营销因素. (c)评估两个选择的群体(Y世代和婴儿潮)的营销因素和扩张到生活方式的产品类别(包括家居时尚产品)品牌的品牌资产之间因果关系的结构方程模型. 关于理论框架, 本文关注传统的营销4P组合来鉴定哪个营销因素在品牌扩张资产方面更重要. 比较营销可以建立 "品牌扩张资产", 从而成功的进入新类别. 借鉴相关的文献, 通过关注选择的消费者(Y世代, 婴儿潮), 本研究发展的研究假设结合了品牌资产因子和营销因素. 在品牌扩张至生活方式产品的背景下, 品牌资产的构念包括品牌认知/联合, 品牌感知(例如感知质量, 情感价值)和从CBBE因子(Keller, 2001)中而来的品牌共鸣. 据推测, 通过品牌扩张至生活方式产品, 市场营销要素在品牌认知/联合, 品牌感知方面创建品牌扩张资产, 进而影响品牌的共鸣. 为了收集数据, 样本由韩国Y世代的女性消费者和在婴儿潮中出生的消费者. 这些在婴儿潮中出生的消费者由于生活周期的改变而对生活方式产品有较高的需求. 在韩国Y世代(n=326)和婴儿潮(n=325)的女性消费者中共有651份有用的问卷被使用. 我们用LISREL8.8测试了使用相关矩阵的结构和测量模型. 结果显示品牌扩张的感知营销因素包括三个因子: 价格/店铺形象, 产品和广告. 在Y世代的模型中, 价格/店铺形象对品牌资产因素有积极的影响(例如品牌认知/联合, 感知质量). 同时, 在品牌扩张中产品对情感价值有积极的影响. 品牌认知/联合有可能提高感知质量和情感价值, 从而对扩张至生活方式产积极的品牌产生品牌共鸣. 在婴儿潮消费者模型中, 价格/店铺形象对感知质量有积极的影响, 感知质量可以创造品牌扩张的品牌共鸣. 产品对质量感知和情感价值有正的影响, 这些都会消费者产生对扩张至生活方式产品的品牌的品牌共鸣. 但是, 在这两个群体中广告和品牌资产都是负相关. 本研究为时装营销者提供了发展成功的品牌扩张战略以及可持续的竞争优势的见解. 本研究补充和扩展了先前的有关通过营销努力的因素促使品牌扩张成功的研究. 研究结果支持为进入新的产品类别, 时装品牌扩张(Aaker and Keller, 1990; Tauber, 1998; Shine et al., 2007; Pitta and Katsanis, 1995)和营销行动的增效作用. 因此, 我们推荐营销者同时针对Y世代和婴儿潮一代通过标准化的营销推广进入新产品类别(例如家具)可以降低营销成本. 时装营销者可以(a)提供高价的产品线. (b)在韩国通过零售渠道(例如专门百货商店)强调高档特征的商店形象定位. (c)结合服装与生活方式产品包括新颖的款式和设计师的限量版. 对品牌资产,成功品牌延伸的关键是消费者的品牌认知度和品牌联合,确保新产品类别的品牌特征. 对于营销者来说, 在进入新产品类别的时候知道什么有助于更具体的联合是必要的. 对时装品牌而言, 品牌扩张的第二个关键是进入 "奢侈" 生活方式新产品类别的途径. 更高的价格或店铺形象都对质量感知有影响. 而质量感知可以引起品牌共鸣. 更重要的是, 本研究提高了对品牌扩张的理论理解并对营销者提出了在制定针对Y世代和婴儿潮一代消费者的行销项目时的方向.

• 한국의상디자인학회지
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• 제20권1호
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• pp.1-16
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• 2018

The purposes of this study were to investigate actual use, design preference, and purchasing behaviors of bedding among married women in their 30s to 60s, and to determine the differences by age groups on these variables. The subjects were 623 married women and the research method was survey. The data were analyzed by descriptive statistics, cross tab analysis, multiple response analysis, ANOVA, and Duncan's multiple range test, using SPSS program. The results were as follows. First, on the actual use of bedding, the possession quantity of the bed cover and mattress was 2~4 while bedclothes and pillow was 7~8. The period of use of bedding was about 2~4 years and the frequency of washing was about 2~3 times a month. Second, married women generally preferred white and pastel tones, floral patterns, cotton fabrics, and a clean and comfortable image on bedding designs. Third, on the purchasing behaviors of bedding, married women considered functional damage and health & sanitary aspects as important purchase purposes. The most important selection criterion was fabric. Price, tactility, functionality, and manageability were also important criteria. Married women generally used the internet and store displays as important information sources, and considered bedding specialty stores as important purchase places. They generally spent about 200,000~300,000 won a year to purchase bedding. Fourth, the actual use, design preference, and purchasing behaviors of bedding showed many differences by age group. Therefore, it is needed to establish product development and marketing strategy of bedding, considering customers'age variable.

• 패션비즈니스
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• 제6권4호
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• pp.113-124
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• 2002

The purpose on this study identified the purchasing conditions of Sports wear of the Chinese men residing in Beijing, Shanghai, Dalian, Tianjin, Harbin and Guangzhou, so that it helped sports wear manufacturers and retailers offer the basic data. For the study, a questionnaire used as a method of measurement, the 863 Chinese men were selected as a sample, SAS(Statistical Analysis System) program was used to analyze the data. The results from the study were as follows: 1. According to the investigation, the most preferred sports of Chinese men is soccer, as a whole. Swimming, basketball and ping-pong keep rank the next to soccer. 2. Accordingly age, area, profession and income, Chinese men maintained sports suit in order of training suit, swimming suit, soccer suit, tennis suit. It is found that holding amount of high-quality sports wears as ski, golf is on a low level. 3. It is appeared that Chinese men purchased in good order as follow brand: No-bran, Nike, Lening, Adidas. And except Nike, they purchased more Lening brand than foreign sports brand. 4. As the result of researching on the item of sports wear, it is found that they purchased various kind items in a higher rank 5 brands. 5. Sports wear's color that Chinese men purchased is blue, white, black, red. 6. The purchasing price that Chinese men favored is 200$\sim$599RMB. Thus, they expend average per head for sports suit buying, 486.0RMB. 7. Chinese men purchased very often at specialty store. And, coefficient of utilization at the usual market is on a low level. 8. In purchasing satisfaction, 80 % Chinese men were satisfied with goods(sports wear) that purchased in a higher rank 5 brands. So, average satisfaction degree showed over 3.8 as a high rate. 9. According to the result of satisfaction on Chinese men, 70% Chinese men showed satisfaction. Therefore, the average of satisfaction degree appeared 3.81 as a high rate.

• 복식문화연구
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• 제15권1호
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• pp.1-12
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• 2007

The purpose of this study is to identify the SPA(Specialty store retailer of Private label Apparel) characteristics and product supply process of Korean casual apparel brands. The research was conducted by questionnaire surveys to 63 casual apparel brands. SPA characteristics of each brand were measured with four SPA characteristic indices: short product supply cycle, spacious retail floor, single brand retail store, and low product price compared to the quality of the product. The 63 apparel brands were grouped by SPA index score. The brands belonged to group H had high index score and brands in group L had low index score. The results of this study showed that the most of the casual apparel brands' products were sold at department stores, especially the brands belonged to group L greatly depended on department stores. Few apparel brands have spacious retail floor. The retail product price of the brands belonged to group H was low price while the product price of the brands belonged to group L was in the medium-high price. The supply time of the new products was short in general. The most brands supplied new styles to the retail floor within 1 to 3 weeks. The information technology was heavily used. The brands belonged to group H highly used information technology including bar codes system, pas data analysis, and inventory control system. The current style trends were analyzed with street fashion and feedback from the shop managers.

• 패션비즈니스
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• 제19권5호
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• pp.139-156
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• 2015

The purpose of this study is to investigate various information relating to research on the dimensions of clothing used in the sale of products via the internet that used to target global SPA((Specialty Store Retailer of Private Label Apparel) brands sold in Korea. A total of 12 SPA brands including seven global SPA brands and five national. SPA brands were surveyed in this study. Brands were chosen net sales and consumer preferences the last three years. In all SPA brands, literal size designation such as S, M, L and numeric size designation such as 0, 2, 4 or 32, 34, 36 etc. were mixed, but in case of Jean, the size codes mark waist circumference were dominant. European size codes were more common in case of European brands while literal codes were more dominantly used for American size codes with in the US brands. By reviewing the measurement information of the body and product size, the product measurement methods of UNIQLO, FOREVER 21 and TOPTEN were much more accountable and excellent than other brands. However, most of the others didn't offer proper information such as pictograms or figures about measurement methods relating body sizes and product sizes. In addition, most of global SPA brands offered size conversion chart which consumers could reference, however of none of the national SPA brands offered a conversion size chart on their website. Regardless of the type of clothing, the coverage of clothing size was higher than in global SPA brands such as H&M GAP compared to national SPA brands. In particular, 8seconds did not present apparel size ranges that fit consumers' individual clothes sizes.

• 한국가정과교육학회지
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• 제23권2호
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• pp.1-16
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• 2011

최근 토탈패션화의 경향으로 헤어에 관한 소비자의 관심이 증가함 따라 다양한 헤어상품의 출현이 이루어 졌다. 그러나 무분별한 헤어제품소비는 청소년의 건강과 소비행동에 영향을 마칠 수 있으므로 본 연구에서는 청소년들의 헤어관심도/만족도와 헤어제품에 대한 구매태도가 헤어제품 구매 행동에 미치는 영향을 살펴봄으로써 청소년들의 헤어제품 소비행동에 대한 구체적인 실태를 파악하고자 하였다. 서울 및 수도권에 위치한 중 고등학교 남녀 450명의 학생을 대상으로 2010년 7월 5일부터 7월 30일까지 실시하였다. 총 450부의 설문지를 회수하였고 그 중 응답이 불성실한 설문지를 제외한 412부를 실제 분석에 투입하였다. 결과는 SPSS 12.0 통계를 이용하여 분석하였다. 그 연구 결과, 첫째, 인구통계적 변인에 따른 헤어관심도와 만족도, 헤어제품에 대한 쇼핑성향 및 지식의 차이를 파악한 결과 남학생들은 여학생들에 비해 헤어에 관한 만족도가 높은 반면 여학생은 이상화된 신체상의 기준이 더 높아 만족도가 낮았다. 또한 중학생보다는 고등학생이, 헤어제품에 대한 교육을 받아본 청소년이 합리적인 구매를 하며, 상표에 대한 믿음을 가지고 헤어제품을 구매하는 것으로 나타났다. 둘째, 청소년의 헤어만족도와 헤어관심도 및 헤어제품에 대한 구매태도가 헤어제품 구매 행동에 미치는 영향을 분석한 결과 합리적, 상표충성적 쇼핑성향이 높을수록 구매 시 품질을 더 중시여기고, 과시적, 혁신적 쇼핑성향이 높을수록 제품디자인과 유행성에 관한 영향력이 높게 나타났다. 또한 합리적이며 상표충성적 쇼핑성향이 높을수록 구매 시 친환경성에 대해 중요하게 생각하는 것으로 나타났다. 가격 역시 합리적 쇼핑성향이 높을수록 영향력이 높게 나타났다. 셋째, 청소년의 세정제품 구매 장소에 대해 조사한 결과 헤어제품과 같은 저관여제품의 경우 개인적 정보요인과 경험적 요인이 구매에 큰 영향을 준다는 것을 알 수 있다. 또한 대부분의 청소년은 세정제를 사본 경험이 있으며 정발제나 염모제를 구입한 경우도 60%가 넘고 양모제를 구입한 비율이 36%나 되어 기능성 헤어제품의 올바른 사용법과 부작용에 대한 교육이 필요하다고 생각한다. 따라서 청소년을 대상으로 한 헤어관리에 대한 올바른 교육 프로그램을 개발하여 실질적으로 학교 대에서 가정과교육을 통하여 이루어질 수 있도록 하는 노력이 필요하다.

• 복식
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• 제58권4호
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• pp.128-138
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• 2008

The purposes of this study were to identify the effects of body satisfaction and self-esteem on the make-up degree of middle and high school girls. Self-administered questionnaire was used for data collection from 432 students. The results were as follows: 1) Most of middle and high school girls were in height of 161-165cm and weight of 56-60kg. Satisfaction level of middle and high school girls with their eyes was the highest and that of weight was the lowest. They showed strong intention to modify their appearances and were dissatisfied with their body. 2) Middle and high school girls' satisfaction level of home life self-esteem was the highest, but that of school life was the lowest. 3) Middle and high school girls used cosmetics to protect their skins and paid much attention to their skins. They collected cosmetics informations from their friends or family members, and began to use point make-ups from their middle school years. They purchased cosmetics at cosmetic specialty store or internet shopping mall frequently. Most of them spent less than 10,000 won monthly for cosmetics, and used lip gloss and ultraviolet rays interceptors over their face with basic cosmetics. 4) Expenditures for cosmetics, self-esteem on their appearances, and pocket money affected on make-up degree. Middle and high school girls who spent more money for cosmetics and more pocket money with higher self~esteem on their appearances showed higher degree of make-ups.