• Journal of the Korean Society of Costume
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• v.33
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• pp.105-115
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• 1997

The fashion clothing market is changing due to the appearance of new consumer group. And the import of foreign brand clothing is highly increasing. The purpose of this study is to help the domestic apparel companies set better market-ing strategy by studying the relation between fashion ivolvement and the purchase be-havior of foreign brand clothing. Subjects were 498 new generation women living Seoul metropolitan area. Data were obtained by questionnaire and analyzed by SPSS package. The main findings of this study are as follows; 1. The result of factor-analysis of the fashion involvement's variables were classified into 8 factors. 2. Consumer's main purpose of buying new clothes were To coordinate clothes with each other' 3. Consumers evaluated every clothing factors: color fit etc of foreign brand very highly except the price. 4. The factor that consumers consider most when choosing clothes is color design fit de-tail texture and brand knowledge in order. 5. the advertizing method that consumers care the most was shop and window display. 6. 'Because design and color are good' were the most important factor as motive of buying foreign brand clothing. 7. Most consumers still bought domestic brand clothing. 7. Most consumers still bought domestic brand clothing. 8. Monthly income and purchase of foreign brand were positively related 9. All variables 2of fashion involment were positively related with the purchase of foreign brand 10. Consumers with higher monthly income did not care much about 'Weather or occasion' when buying clothes. And consumers living in Kangnam(compared with consumers linving in Kangbuk) cared more about personality and bought more foreign brand. 'Social and econ-omic status' were highly related with monthly income residence and purchase of foreign brand clothing 11. Older consumers cared more about color figure texture and fit than younger con-sumer. Monthly income were positively re-lated with design color and figure. Residence were highly related with color and figure. Pur-chase of foreign brand clothing were positively related with design color figure and fit. 12. Younger consumers cared more about brand knowledge. And the purchase of foreign brand clothing were positively related with de-sign detail and brand knowledge. 13. Consumers with foreign brand's purchase experience showed negative relation between ;foreign brand's purchasing experience' and 'Weather or occasion' 14. Consumers with no foreign brand's pur-chasing experience showed negative relation between fashion innovativeness and figure. 15. Consumers with no foreign brand's pur-chasing experience showed positive relation between fit and fashion opinion exchange. The study shows that colors is most import-ant factor in purchasing clothes. And imported brands are very strong in terms of proposing various and unique colors. not all brands succeeded in Korea. Those brands that failed to group consumers have the following problems. Therefore it is critical to review the above factors when importing the foreign brand.

• The Research Journal of the Costume Culture
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• v.18 no.3
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• pp.452-464
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• 2010

The purpose of the study was to give a help in making a successful expansion of fashion brand by making a close inquiry into an effect of the main brand in fashion brand on an image of the second brand and into an effect of satisfaction and loyalty for main brand on satisfaction and loyalty for the second brand. The study made a survey of the total eight brands including four main brands and each second brand, and used 217 questionnaires. The results of this study are as follows. First, The main brand image and second brand image did not match. Second, the satisfaction of the main brand affected the satisfaction of their second brand, especially in the main brand of the image, design, user experience, staff friendliness, variety of products and brands on display. Third, the ranking of main brand loyalty and the ranking of second brand loyalty were different. All the main brand loyalty had a significant effect on the second brand. The consumers who preferred the main brand had a high confidence and a strong tendency to repurchase.

• Journal of the Korean Society of Costume
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• v.50 no.7
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• pp.181-193
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• 2000

The purpose of this study was to establish the marketing strategy, that strengthens the brand royalty of their own in apparel industry and that can induce consumer's brand switching against competitive brand. This might be done by suggesting influencing factors on the brand switching for fashion goods. This study was classified into theoretical and experimental study Experimental study was done, using the survey to prove the models for consumers' responses to brand switching by the theoretical study. The survey was conducted through two preliminary questionnaires. It was used as a criterion to prove the validity of the main survey and analyse the reliability. It analyzed at last five hundred ninety-two women in the age of twenty to thirty years odd who live in Seoul and the suburban of Seoul. Followings are the summary of the results revealed through the experimental study. First, brand switching behavior of consumers far formal dress was attributed to two extremes the inner motivation of variety seeking tendency and communication contact, complex variety seeking group, true variety seeking group, derived variety seeking group, and variety avoiding group. Second, the structure of low dimension related fashion according to factor analysis, which affects brand switching, was composed to involvement in 5-dimension, information search in 3-dimension. Based on the results of this study the types of brand switching in fashion goods can be classified by the variety seeking tendency. as inner motivation, and level of contact communication as a outside stimuli. In addition this study showed a correlation among the factors for brand switching related to variables of fashion.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.9
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• pp.1515-1526
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• 2010

Consumer expectations for ethical businesses have become increasingly high in recent years; the fashion industry is working to implement greater corporate social responsibility (CSR). This study establishes the effects of the evaluation for participation in fashion brand CSR on perceived purchase values. In particular, the process for the evaluation for participation that affect the perceived purchase value through consumer-brand identifications (personal/social) was verified and how the consumer regulatory focuses would influence this process was identified. For this study, an on-line survey was conducted that included a series of filtering questions that measured the level of social concern of respondents. Valid data from 505 female consumers were analyzed for the structure equation modeling. The empirical results suggested that the evaluation for participation in fashion brand CSR positively affected the two dimensions of consumer-brand identification; personal identification and social identification. In addition, consumer-brand identification played a role as a mediating variable in the path to influence the perceived purchase values of CSR brands. Lastly, there were differences in reactions to CSR activities by consumer groups with different regulatory focuses. The effect of the evaluation for participation in fashion brand CSR was shown to be higher for consumers with promotion focuses than on consumers with prevention focuses. The results of this study will help fashion companies understand the importance of the consumer participation in CSR by having consumers participate in ethical consumption.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.8
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• pp.837-848
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• 2012

This study examines how the overseas residence experience of Korean consumers influences the relationship of global fashion brand knowledge and brand choice confidence. We contrast two kinds of consumer brand knowledge, using the concepts of Alba and Hutchinson's expertise and familiarity. Considering the effect of positive affect on intuitive information processing, the present study investigated the role of positive affect in consumer brand knowledge and brand choice confidence link. The proposed model was tested with structural-equation analysis. The results show that expertise and familiarity effect the positive affect. Positive affect, in turn, influences brand choice confidence. The results indicate that the processes underlying global fashion brand knowledge and brand choice confidence link are different between the consumers with overseas residence experience for more than a year and the consumers without it. The route from expertise to positive affect has a significant impact on the consumers with overseas residence experience but not on the consumers without it; however, the route from familiarity to positive affect and the path from positive affect to brand choice confidence have a greater impact on the consumers without overseas residence experience than the consumers with it. We find that the consumers with overseas residence experience favor expertise in the process underlying global fashion brand knowledge and brand choice confidence link, whereas the consumers without it favor familiarity and affect based thought.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.672-682
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• 2015

SPA brands have quickly expanded in domestic fashion markets as native SPA brands enter markets that foreign SPA brands previously occupied. It is important that each SPA brand establish its own brand identity to differentiate itself from other brands when SPA brand competition in fashion markets increases. This study investigates how SPA brands express brand identities through colors due to their importance for visualization strategies and brand identity. This study conducted a simultaneous literature study and case study. First, this study reviewed the theoretical background of brand identity and its relationship with colors as well as SPA brands by studying relevant literature and cases of domestic academic theses and data on Internet web sites. After reviewing the theoretical background of SPA brands, this study selected 4 stores of SPA brands (8SECONDS, H&M, UNIQLO, and ZARA) as case study targets and analyzed the stores' external appearance, interior and product colors. Store analysis divided colors into identity colors and trend colors with each SPA company expressing its own brand identity through: the store's external appearance (logo color), painted interior colors (ceiling, floor, walls, mannequins, hangers, equipment, and store-carrier bag), or trend colors (reflected in the store's main display hall or products). The results consider that each SPA brand sets the mass market as their target, and chooses the commercialization of latest fashion by selecting the latest trends in the fashion trend cycle, so its products do not reflect characteristics symbolizing the company's uniqueness and brand.

• Fashion & Textile Research Journal
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• v.10 no.3
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• pp.281-288
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• 2008

The purpose of this study was to investigate how clothing interest, fashion involvement, and self-consciousness affect brand recall, brand attitude and buying intension of the product placed on TV drama. The data were collected using a self-administered and structured questionnaire on subject of 270 middle school students and 260 high school students in Pusan. Frequency analysis, $X^2$-test, t-test, and multiple regression were used to conduct the data analysis on 524 out of 530 questionnaires. Clothing interest and the level of self-consciousness had significant influence on brand recall and emotional brand attitude of the product placed on TV drama. Self-consciousness affected cognitional brand attitude. Moreover, TV drama clothing interest and fashion involvement had a significant influence on buying intension. Therefore, TV drama clothing interest was the main factor which affected brand recall, brand attitude and buying intension of the product placed on TV drama.

• 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 Korea Fashion and Costume Design Association
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• v.24 no.3
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• pp.1-15
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• 2022

The purpose of this study is to compare and analyze the perception of men's fashion before and after the COVID-19 pandemic. TEXTOM allowed the collection of Big Data based on the term 'men's fashion'. As for the data collection periods, Jan. 1, 2018 to Dec. 31, 2019 was set as the pre-COVID-19 era, while Jan. 1, 2020 to Dec. 31, 2021 was set as the post-COVID-19 era. The top 50 words in terms of appearance frequency were extracted from the data. The extracted words were processed using network centrality analysis and CONCOR analysis using Ucinet 6. Research findings were as follows. 1) In the pre-COVID-19 era, the appearance frequency of 'men' was the highest, followed by 'fashion', 'men's fashion', 'brand', 'daily look', 'suit', and 'department store'. These words came up with a high TF-IDF values. Network centrality analysis discovered that 'men', 'fashion', 'men's fashion', 'brand', and 'suit' had a high level of connectivity with other words. CONCOR analysis showed four significant groups: 'fashion item and styles', 'fashion show', 'purchase', and 'collection'. 2) In the post-COVID-19 era, the appearance frequency of 'men' was the highest, followed by 'fashion', 'brand', 'men's fashion', 'discount', 'women', and 'luxury'. These words also displayed high TF-IDF values. Network centrality analysis found that 'fashion', 'men', 'brand', 'men's fashion', and 'discount' had a high level of connectivity with other words. CONCOR analysis showed four significant groups: 'fashion item and style', 'fashion show', 'purchase', and 'situation'. 3) Before the outbreak of the pandemic, men were interested in suits to wear to the office, daily look, and fashion shows in Milan and Paris. They often purchased menswear in multi-brand and open stores. However, they were more interested in sneakers, casual styles, and online fashion shows as social distancing and working from home became common. Most purchased menswear through online platforms.

• Journal of Fashion Business
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• v.9 no.1
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• pp.152-159
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• 2005

The purpose of this study was to examine variables which influenced on fashion jewelry consumers' purchasing behavior. 565 respondents living in Seoul and its suburb were surveyed for this study. For data analysis, descriptive statistics, factor analysis, ANOVA, and regression were used for this study. As the result, the frequencies of purchasing toward the fashion jewelry products were associated with materialism, brand royalty, reference group influence. Also, results revealed that materialism and brand royalty accounted for 41% of the explained variance in the frequency of purchasing products on fashion jewelry. Based on these results, fashion jewelry marketing strategies would be suggested.