• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.9
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• pp.1438-1449
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• 2008

The current research investigates customers' voluntary participation, using a sample of 446 consumers who visit fashion retail stores. The main focus of this study is to test a social exchange CVP model, including three antecedents of customers' perceived justice through mediators of service satisfaction and brand commitment. In support of the proposed model, I identify fully mediated relationships from interactional justice to the three CVP via service satisfaction and brand commitment and partially mediated relationship from distributive justice to the three CVP through brand commitment. No mediated relationship found for procedural justice neither through service satisfaction nor brand commitment to the CVP behaviors. The results generally support that the significantly indirect effects of perceived justice to the three CVP and satisfaction and commitment are the important mediators in between. The concept of justice can be interpreted in light of the normative value of social exchange relationship.

• Korean Journal of Human Ecology
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• v.18 no.4
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• pp.945-958
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• 2009

This study is to examine the factors affecting success of business withhigh accomplishments in customer recognition and financial aspect in the fashion industry. In addition, through survey on consumers and interviews on industry officials who concerned fashion brand, perceived success factors were compared between consumer and industry groups. This study selected a total of 20 brands, which were 5 brands per 4 categories(e.g., women, men, sports and casual wear), with high customer satisfaction and customer loyalty in consumer's perspective and high revenues, revenue growth, and profit rate in 2004 in a financial perspective. The survey on consumer group and interviews on officials in industry were conducted simultaneously. One thousand respondents were obtained from survey on consumers and 40 respondents were obtained from interviews on industry officials. Multiple regression analysis and t-test were used for data analysis via the SPSS 12.0 program. The result of this study was as following. From a consumer perspective, respondents recognized that both consumer satisfaction and brand revenues were positively related to brand factors of consumer, product and marketing. From an industry's perspective, consumer, product and marketing factors affected consumer satisfaction as a brand success factor. In comparison of perception difference in brand success factors between consumer and industry groups, industry group was more likely to concern about the importance of brand success than consumers. In addition, the consumer group perceived the most highly consumer factor as a brand success factor, followed by product and marketing and external environment factors, while industry group did in order of consumer, marketing, product, and external environment factors, which indicated significant difference in perceptions of the two groups. Through this study on consumer satisfaction to improve positive and amicable buying behavior and comparative analysis on difference of perception of consumers and industry on factorsfor financial ability and revenue increase, the foundation for strategy establishment of brand distinction in fashion industry can be provided.

• Journal of Fashion Business
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• v.4 no.2
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• pp.51-67
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• 2000

The purpose of the study was to investigate general characteristics of brand images of men's wear manufacturers and differences in their brand images according to characteristics of their brands and their merchandise. Thus, this study was to be an exploratory study to search apparel niche-market in men's wear market for the marketers by exploring trends of brand images of men's wear manufacturers. The questionnaire consisted of questions on brand images and characteristics of men's wear manufacturers and their merchandise. The subjects were to evaluate their brand images and rated on 5 point Likert-type scales of 36 adjectives. For the survey, the subjects were 100 employees (62 merchandisers, and 24 designers, etc.) who are employed by men's wear manufacturers which have national brands, designer brands, license brands, import brands or private brands. The SAS PC+ package was used to calculate factor analysis, mean, ttest, ANOVA, Duncan's test, and Tukey's test. The results from the study were as follows: 1) High scores of mean of brand images were simple, prestigious, mannish, and dynamic. 2) The brand images of men’s wear manufacturers were divided into 10 factors which explain 73.91% of the whole image. 3) There were significant differences in brand images according to types of brands, price lines of merchandise and ages of target consumers. 4) There were significant differences in brand images according to categories of apparel (suits vs. casual clothing), types of suits, and types of casual clothing. 5) There were significant correlations between brand images, such as simple image to conservative image, prestigious image and chic image, prestigious image to conservative image, chic image and simple image, etc.

• Fashion & Textile Research Journal
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• v.18 no.3
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• pp.301-316
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• 2016

Due to the dramatic increase in consumers' price sensitivity and growing importance for global retailers to create relevant price strategies, this study investigates the global pricing strategy of the main SPA brands such as ZARA, H&M and UNIQLO. Based on price information shown on official website, the study developed SPA brand index by using exchange rates in terms of US dollars and ratio of differences between the local price and the US price. These figures were compared with GDP per person data in order to analyze each brand's price level against the income level. The study also compared SPA brand index with Big Mac index to identify the difference in price levels between the fast fashion market and the fast food market. ZARA and H&M were mostly targeting Middle East and Asia as a high-price market when considering index only. After taking the income level into account, however, Asia came out be the highest price market and Middle East was similar to the US market. On the other hand, UNIQLO targeted Asia as the lowest price market and the US and EU as the highest in terms of index only. But, Asia came out to be the highest price zone after considering the income level while the price of the US and EU was reasonable. Comparison with Big Mac Index indicated that most of Asia had a higher price level of the fashion market than the food market, whereas most European countries had a similar or high-price level of food market.

• Journal of Fashion Business
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• v.18 no.1
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• pp.80-100
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• 2014

As men have started to show more desire to express themselves through clothing and accessories also they learn by themselves and take diverse experiences about fashion. At the same time, men's fashion-consciousness is growing together. The role of male consumers' is becoming significant in the fashion market, and there has been more research on their clothes and fashion is increasing, however research on the male casual clothing for their 30~49 years old group is still insufficient. This study aims to examine the casual brands for men in their 30~40s and their characteristics among other men's brands recently appearing in Korea. The results of the study found: first, regarding the questionnaire to give men's casual brand names, 30s males' answers showed clearer recognition about the casual brand than those of 40s males. secondly, the factors affecting attitude of male consumers' towards casual brands are designed 'aesthetics', 'surroundings' and 'price', and the men in their 40s put more important than men in their 30s on 'aesthetics' and 'surroundings'. third, when men were actually buying casual brand, they then took five characteristic factors into account namely: 'the external environment', 'functionality' design 'aesthetics', 'symbolic' and 'price'. Men in their 30s did not show much difference in actual purchase characteristics in regards for the brand factors but men in their 40s showed interest when asked about 'buying product with noticeable brand logo or trademark' item among 'symbolic' factors than men in their 30s (p< .01 of significant difference).

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.199-214
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• 2024

Until now, research on consumers' purchasing behavior has primarily focused on psychological aspects or depended on consumer surveys. However, there may be a gap between consumers' self-reported perceptions and their observable actions. In response, this study aimed to investigate consumer purchasing behavior utilizing a big data approach. To this end, this study investigated the purchasing patterns of fashion items, both online and in retail stores, from a data-driven perspective. We also investigated whether individual consumers switched between online websites and retail establishments for making purchases. Data on 516,474 purchases were obtained from fashion companies. We used association rule analysis and K-means clustering to identify purchase patterns that were influenced by customer loyalty. Furthermore, sequential pattern analysis was applied to investigate the usage patterns of online and offline channels by consumers. The results showed that high-loyalty consumers mainly purchased infrequently bought items in the brand line, as well as high-priced items, and that these purchase patterns were similar both online and in stores. In contrast, the low-loyalty group showed different purchasing behaviors for online versus in-store purchases. In physical environments, the low-loyalty consumers tended to purchase less popular or more expensive items from the brand line, whereas in online environments, their purchases centered around items with relatively high sales volumes. Finally, we found that both high and low loyalty groups exclusively used a single preferred channel, either online or in-store. The findings help companies better understand consumer purchase patterns and build future marketing strategies around items with high brand centrality.

• Journal of Fashion Business
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• v.16 no.5
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• pp.23-38
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• 2012

With the rapid developing of economy and the information communication, as well as the fierce competition of marketing, the consumer market of apparel is gradually matured. Also, the consumer has more requirements towards clothes, in terms of quality, style, price level and individuality. As a result, brand fashion, now, needs to accelerate the speed of every stage of producing, which is from designing to the following of finished goods in order to occupy the market share in a fast consuming, variety and individuality pursuing market. An increasing number of industries have focused on the SPA brand so as to adapt the competition of modern market. The paper mainly researches that the differences of purchasing behaviors towards SPA brand between 20's-30's Chinese female and 20's-30's Korean female. The analyzing results of purchase motivation showed difference in the 'personal motivation' and 'social motivation' factor. Purchase standard showed differences in the 'image management' factor. The attitude toward the brand showed differences in the 'practicality' and 'trendiness' factor.

• Journal of the Korea Fashion and Costume Design Association
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• v.6 no.2
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• pp.77-87
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• 2004

The purpose of this study was to analize the types of symbol concretely, one of a constituent elements of brand, using in Apparel Brands and to examine the meaning of symbol in the internet site of each brand and to evaluate the symbols in the aesthetic dimension and to suggest a basic data of the branding strategy for marketers. For this purpose, 41 Apparel Brands were selected from fashion magazine and the types of symbol used in the Apparel Brands were classified into three types. According to the formative characters of symbol, there were word symbol, descriptive symbol and abstractive symbol. The results of the study were following: the order was the descriptive symbol, word symbol, and abstractive symbol. The percentages of using symbols were descriptive symbol(61%), word symbol(29%), and abstractive symbol(l0%). The Apparel Brands used the most frequently the descriptive symbol that represents or symbolizes a concrete object to represent the image of brand. The abstractive symbol that use a graphic style or geometrical form to deliver the character of brand was used lowest. From this results, we could find that the descriptive symbol was used to deliver/notify the character or image of company's own brand easy and quickly to consumers in symbolic meaning making use of a concrete object such as a animal, plant, specific object or fictitious person, etc than word or abstractive symbol.

• Journal of the Korean Society of Costume
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• v.66 no.2
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• pp.76-89
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• 2016

Because of consistent growth of the outdoor-wear market, many outdoor wear brands have implemented diverse marketing strategies to catch consumers' attentions. This research was started with a purpose of examining sponsorship marketing and its effects on outdoor-wear brands. Future research should be conducted by modifying and supplementing the points that were not considered in this study. The factors used to analyze the effects of sponsorship marketing on outdoor-wear brands were brand attitude and purchase intention, and the study used questionnaires collected from 396 men in the Daegu-Gyeongbuk Province. Analysis of the data was performed using factor analysis, independent sample t-test, ANOVA, and cluster analysis. The study result is as follows. First, there was no difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to the level of information consistency. Second, there was a significant difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to age, income, clothing expenditure, and spending for products. Third, there was no difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to the shopping orientation group.

• Journal of the Korean Society of Clothing and Textiles
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• v.16 no.4 s.44
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• pp.393-403
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• 1992

This Study intended to provide positioning strategies of brand Image for ladies' ready to wear by analysing the perceptual dimensions of working women. The subjects were devided into two groups according to the fashion involvement, and in each group, a positioning map was composed by use of multidimensional scaling. 251 subjects of this study were gathered into stratified sample groups from working women in Seoul, being subdivided according to their each occupation and age. The data were analysed by frequency, percentage, average, $x^{2}-test$, 1-test, Factor Analysis, cronbach's $\alpha$. Also, KYST, PROFIT, PREFMAP for multidimensional scaling were used. The results were as follows. 1. Two groups were identified according to degree of fashion involvement: high-involvement group, and low-involvement group. 2. From the analysis of the similarity of brand image, high involvement group percieved greater difference in brand image than low involvement group. 3. From the analysis of the evaluation of brand attributes, the evaluations in self expression, fashionability, design, sales promotion activity, sociality, quality, fit showed differences bet-ween high involvement group and low involvement group. 4. From the analysis of the preference of brand image, the distribution of preference and ideal point were different between high involvement group and low involvement group.