• Fashion & Textile Research Journal
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• v.11 no.4
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• pp.556-565
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• 2009

This study investigates the effect of Alpha-numeric brand name on the product suitability, brand personality, and attitude. To do that we have chosen the functional sportswear, knowing the fact that the Alpha-numeric brand names are not hard to find in this industry. The changes have been made to Alpha-numeric names, such as the usage/non-usage of number, the size of number being used, the writing method, and the different typeface to suit for the study purpose. The results indicate that the Alpha-numeric brand names do have the effect on increasing the fitness for the product's brand. The bigger number and the cursive script will improve the product's suitability. The customers form positive attitude and favorability on the Alpha-numeric brand name compared to the regular brand name in this industry. The contribution of the study is to dig out the distinction of the communicational effects on the customers when the Alpha-numeric brand names take on the different forms. Therefore the current study enlights the practical value of Alpha-numeric brand name as part of the branding strategy.

• Fashion & Textile Research Journal
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• v.11 no.6
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• pp.878-886
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• 2009

The purpose of this study was to identify clothing shopping orientation of university students and brand loyalty in Jinju, Korea. In addition, the effect of consumer's shopping orientation and brand equity factors on brand loyalty were analyzed. A self-administrated questionnaire was developed based on previous studies. A total of 257 useful data were analyzed by SPSS 13.0 program. About 64.6% were female with the mean age of 22.2 years old. The results of this study were as follows. First, clothing shopping orientation was classified into 6 factors: hedonic, store patronage, planned, brand-pursued, economic, and convenience shopping orientation. Second, brand equity was identified into two factors, brand image and brand-consumer relationship. Third, store patronage and hedonic orientation were significant predictors of brand loyalty($R^2$=.275). Brand image and brand-consumer relationship showed significant effects on brand loyalty($R^2$=.541). Findings of this study were expected to contribute to understand young consumers in a typical trading area and to develop marketing strategy for casual brands to increase and maintain brand loyalty.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.6
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• pp.862-871
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• 2004

This research is ultimately to understand the general behavior of luxury goods consumers and to diversify the consumer groups according to the relationships between their benefit seeking and brand loyalty. The subjects used for the research were 223 female consumers who purchased fashion luxury goods. The data were analyzed by factor analysis and multiple regression. The results showed that there were four factors in benefit seeking of luxury goods; self-improvement, aesthetics, uniqueness and quality. Each of the factors was analyzed in relation to brand loyalty and brand variety seeking motivations. Brand loyalty's factors were continuous brand loyalty, trademark brand loyalty and devoting brand loyalty. Brand variety seeking motivation factors were change/novelty seeking motivation, quality/recommendation, discounted price and unique types of product line. The consumers who were seeking self- improvement were showing trademark brand loyalty rather than continuous or devoting brand loyalty. Meanwhile, the quality benefit seeking customers showed continuous or devoting brand loyalty. The most important motivations in brand variety seeking was change/ novelty seeking. The implications and marketing strategies of the research were discussed.

• The Research Journal of the Costume Culture
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• v.13 no.3 s.56
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• pp.494-502
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• 2005

The purposes of this study were to investigate the images on the alpha numeric brand name of fashion products, to identify the influences of clothing pursuit benefit on the brand name image and to determine the significant images on the attitude and purchasing intention. The data were collected via a self-administered questionnaire from 270 male and female students of undergraduate school in Kyongnam province during the March, 2004. Using SPSS 12.0 package, Cronbach's a, frequency analysis, factor analysis, and multiple regression analysis were performed. The results could be summarized as follows: First, the image dimensions of alpha-numeric brand name were composed of natural, new, active, urban, impactive and interesting image. Clothing pursuit benefits were composed of the brand value, attractiveness, fashion, individuality and economic value pursuit, Second, Clothing pursuit benefits had an significant effect on the image preference of alpha-numeric brand name. Especially, individuality pursuit and attractiveness pursuit have influenced on the natural, new, active, urban images. Third, the new, active, impactive, natural images had significant effects on the attitude, purchasing intention and conformity of products.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.2
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• pp.224-234
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• 2004

This paper is an exploratory research to identify the structural model suitable for the fashion brand attitude effect process of VMD structural elements. Under the circumstances of severe competitiveness in price-conscious casual brand, we intended to find measurement model of VMD effect to establish plausible brand specific VMD strategy. Since VMD is regarded as one of marketing stimuli like advertising, we introduced Mackenzie, Lutz, and Belch(1986)＇s advertising effect measurement model for the analysis. For the study, VMD structural elements were composed of controllable visual factors from store environment at the aspect of marketing strategy. As a result, the reciprocal mediation hypothesis model shows the best fit for the VMD stimuli. That is, under the cognition of interaction between VMD attitude and brand attitude, strategy must be considered to strengthen the attitude relation between VMD and brand. The second fit model was the dual mediation model which was adopted from Petty and Cacioppo＇s ELM. According to this, when you make use of VMD strategy, it is needed to consider both of affective and cognitive factors of VMD.

• Fashion & Textile Research Journal
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• v.13 no.3
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• pp.353-363
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• 2011

The purpose of this study was to deduce factors organization of brand equity for the exclusive imported brand by Department Store and to analyze it's influence on the performance. Subjects for the quantitative study, quota sampling was adopted in the areas where the subject brands were in place, and 452 questionnaires (141 of hands-on staff, 311 of consumers) were analyzed. The data were analyzed by using factors and reliability analysis, the independent sample t-test, and multiple regression analysis. The results were as follows; 1. The examining the effect of asset evaluation attributes of imported brands(GAP, ZARA) monopolized by certain department stores on business achievement and consumer attitude, it turned out that business achievement in hands-on staff's asset evaluation in view of business entity had meaningful difference according to the contract types of the brand, and that business achievement according to hands-on staff's evaluation and consumer attitude according to consumers' evaluation were different according to the brand asset value. 2. The examining the effect of consumer attitude according to consumers' evaluation, it turned out that preference had meaningful effect on both store preference and intention of re-purchase, while as to ZARA, image had meaningful effect on store preference and intention of re-purchase, and reliability on store preference.

• Korean Institute of Interior Design Journal
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• v.16 no.2 s.61
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• pp.209-216
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• 2007

Some may call Peter Marine as 'an ego-less architect', or 'palace maker' due to his designs or attitudes that appearantly please world's most well known clients. However, his eclectic taste and artistic expressions combined with his minimal and abstract architectural approaches are being recognized in many places globally, especially in many fashion brand stores such as Channel, Louis Vuitton, Christian Dior, and Fendi. Born and educated in U.S., Peter Marino designs are influenced by two most famous designers of our modern art history Andy Warhol and Jean-Micheal Franks, that are obvious in his traditionally modern French style designs and abstract expressions. The current study introduces Peter Marine designs through analyses of Channel and Louis Vuitton. The objectives are to understand the designer and find patterns in his brand store designs that has made him now one of the most famous fashion store designers. Educational, social, and personal interest were found to strongly form his design characteristics and four main characteristics were identified by the researcher that are use of LED lightings, emphasis on vortical circulations, graphical application of brand identities, and repetition of simple geometric forms.

• Fashion & Textile Research Journal
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• v.24 no.2
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• pp.217-228
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• 2022

The growth of the fashionable hanbok market has led to a significant increase in the number of entrepreneurs or prospective entrepreneurs with small hanbok businesses. To develop the hanbok industry, the public sector is developing and providing education and support programs to enhance the competencies of individual hanbok brand entrepreneurs. This study conducted a survey of 213 subjects such as business operators, workers, and prospective workers in the changing hanbok industry. This study investigated their hanbok education experiences as well as future demands for education and public support programs. To explore differences based on individual characteristics, this study measured such characteristics using entrepreneurial orientation as well as the artistic and entrepreneurial competencies important in running a hanbok brand and analyzed the relationship demand for education and public support. Hanbok brand worker characteristics were classified into four groups based on individual characteristics: "traditionalist," "entrepreneur," "opportunist," and "businessman." Differences existed in terms of detailed education experience and demand as well as demand for public support, depending on the group. The results of this study contribute to development of hanbok curriculums that consider individual characteristics, the effective incubation of new and prospective hanbok brand entrepreneurs, as well as the research on founding small-scale fashion businesses.

• Journal of Fashion Business
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• v.26 no.2
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• pp.48-66
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• 2022

This study aimed to investigate and analyze the overall color utilization characteristics as design elements of advanced men's premium outer brands. From the analysis of a total of 889 color samples, PB showed the highest distribution in color, Bk, R, and P. The use of ltg and p of high and low chroma was high, centering on dkg of low value and low chroma, and g of medium chroma. The men's premium outer brand displays a luxurious color image centered on color planning due to color contrast between dark and grayish shades. The characteristics of colors and color distribution by brand were considered. The brands that utilized the most diverse colors and shades were Herno, which pursues sportswear of the Elegance image, and Stone Island, which pursues casual images of workwear style. These results show that systematic planning using colors and shades are utilized by all premium outer brand concept. The results of this study are meaningful because they can be used as basic data for effective product planning, men's outer design development, and color planning of outer clothing brands are they represent premium outer brands for men, and identifies color characteristics as differentiated design elements.

• Korean Journal of Human Ecology
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• v.20 no.2
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• pp.391-400
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• 2011

Internet shopping malls for fashion products(e.g., apparel, cosmetics and accessory) may become a major player with a promising future because of its tremendous growth in e-commerce. In addition, the fashion market has been segmented by various types of shopping malls on the internet. For many types of internet shopping malls, literatures give us numerous types, such as general mall, specialty mall, open-market, mall-in-mall, department-mall, brand-mall, and a specialized category mall, etc. Although each mall specializes in different activities, a unified categorization with managerially meaningful implications has not been made. This paper aims to explore criteria of internet shopping malls based on previous research related to shopping mall types for fashion products. The results found that internet shopping malls for fashion products were classified based on physical space, openness of the mall, number of companies, method of profit, specialization of products, number of product categories, and brand products dealt with. Internet shopping mall for fashion products was classified into online malls versus online malls versus offline mall, open mall versus closed mall, single mall versus multi mall, retail-trade mall versus syndicated mall, general mall vs specialize mall, one-product category mall versus multi-product category mall, and brand mall versus non-brand mall. These findings could offer an important contribution in research and practice, and an insight into developing appropriate strategies for effective fashion shopping mall management related products.