• 패션비즈니스
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• 제4권2호
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• pp.31-50
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• 2000

This study has been made as a way of serving the educational-industrial cooperation purpose. By performing a case study of Brand "K", a golf-wear brand, the validity of its marketing strategies will be examined, and desirable marketing plans will be proposed. Furthermore, the case study of Brand "K" aims to provide useful information about forming marketing strategies for other clothing brands. As method to accomplish this study, it is conducted by investigating Brand "K" 's 4Ps strategies, 4 input variables of marketing mix and understanding its problems. In addition, the study includes a consumer inquiry for marketing research. By doing so, the results of the study produces helpful marketing strategies. The results of Brand "K" 's case study show that there is a problem on each of the 4Ps strategies and the consumer inquiry indicates the same problems of the 4Ps stratgies. Therefore, Brand "K" needs to reexamine and reform its marketing strategies. Besides, it has been discovered that the results of Brand "K" 's study are so general that they can be applicable to other golf-wear brands.

• 한국의류학회지
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• 제36권2호
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• pp.206-217
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• 2012

This study examined the causal relationship between the Chinese preference for Korean cultural products (Korean talent, K-pop songs, TV dramas, and movies), for Korean fashion products, and their purchase intentions. The relationship between the Korea's national brand image and Chinese fashion leadership with the three variables was investigated. Data was collected from 580 Chinese in Dalian, China. The data was analyzed using frequency, correlations, reliability, and AMOS for path analysis. The results of this study were as follows. First, the preference for Korean talent, K-pop songs, TV dramas, movies, and fashion products showed that the Chinese had a positive response and the degree of preference for each item was similar. Second, the Chinese preference for Korean talent, movies, and TV dramas significantly influenced the preference for Korean fashion products. In addition, the Chinese preference for Korean fashion products significantly influenced the purchase intentions of Korean fashion products. Third, the Chinese preference for Korean talent and fashion products had a significant relationship with their fashion leadership. In addition, the preference for Korean talent, movies, TV dramas, K-pop songs, fashion products, and purchase intentions had the same positive relationship with Korea's national brand images. This study examined from a structural aspect how the preference of Korean intangible cultural products affected the purchase intention of Korean fashion products. This study explored that the preference for Korean cultural products transcended the popularity of the Korean popular culture with a subsequent national industrial and economic ripple effect that improved the national brand image.

• 복식
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• 제66권2호
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• pp.45-60
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• 2016

As a method to satisfy needs and emotions of consumers who pursue diversity, the use of Kitsch in the fashion industry has been increased. Previous studies on Kitsch fashion have focused on qualitative research on the characteristics of Kitsch product, and little empirical researches have been conducted on consumer attitude such as consumer response to Kitsch products and brand equity. Therefore, the purpose of this study are 1) to investigate comparisons of experiential values (i.e., Aesthetic, Amusing, Cultural) with Kitsch product moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), and 2) to explore the relationship between experiential values and brand equity. Factor analysis, reliability analysis, ANOVA, and structural equation model using SPSS 18.0 and AMOS 18.0 were used for the data analysis. 210 questionnaires were analyzed for this study. The results of this study were as follows. First, significant difference in aesthetic values of Kitsch products were shown. Kitsch Product with nostalgic characteristics has higher aesthetic values than others. Specifically differences in experiential values with Kitsch product were partially moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), Second, cultural value had a positive influence on brand awareness, while amusing and cultural values had a positive influence on brand image. Also aesthetic and amusing values had a positive influence on brand loyalty. Academic and business implications were discussed from this study.

• 복식문화연구
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• 제13권4호
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• pp.564-575
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• 2005

The purposes of this study were to investigate the effects of shopping orientation on fashion shopping mall environments and purchase intention in internet fashion shopping mall. Data were obtained from 423 internet fashion shopping mall consumers who have experiences of buying products or visiting to internet fashion shopping mall in Busan, and were analyzed using by factor analysis, Cronbach's alpha, cluster analysis, ANOVA and Duncan test. The results showed shopping orientation perceived by Internet fashion shopping mall consumers were consisted five factors: Brand loyalty orientation, Economical orientation, Fashion orientation, Time saving orientation and Internet shopping orientation. Internet fashion shopping mall environments were composed of Visual information, Loading speed, Space composition, Product assortment, Checkout service, and Help desk. Consumers were classified by the shopping orientation into the Economical shopper, Fashion/brand shopper, and Convenience shopper. Economical shopper and Fashion/brand shopper rise in the estimation of Visual information, Product assortment, and Checkout service of shopping mall environment. Additionally, they were likely to have more intentions to purchase than the other types of shoppers in internet fashion shopping mall.

• 패션비즈니스
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• 제10권6호
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• pp.110-121
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• 2006

The purpose of this study is to analyze the various types and areas of recent collaborations in fashion industry and to find the utility value of collaboration. Seventy seven cases of fashion collaboration marketing strategies were selected from officially announced literature survey and enterprises information around the world. Among the seventy seven cases of fashion collaboration surveyed in this study, collaboration with other fields made up 59.7 percent, collaboration between the same fashion categories made up 40.3 percent. Among the areas of other fields, collaboration with IT(Information Technology) or Motor enterprises were included and made up 36.4 percent. Collaborations with Culture and art world that fashion brands collaborate with world-renowned industrial designer or artist and star entertainers were also included and made up 23.3 percent. Among the areas of the same categories, collaboration of fashion designer and sports or casual brand made up 22.1 percent. Collaborations of home shopping mall and fashion designer made up 18.2 percent. Collaboration cases surveyed in this study were classified according to three types; co-product development, co-branding, and co-marketing. Collaboration for co-product development made up 72.7 percent. Collaboration for co-branding made up 27.3 percent. Collaboration for co-marketing made up 37.7 percent. These collaboration marketing strategies are very efficient to upgrade brand image and cut the marketing cost by creating new target, product, brand, and promotion through successful partnerships. Therefore, much more various types and areas of fashion collaborations should be developed to create something new for future consumers.

• 한국의류학회지
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• 제22권3호
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• pp.407-416
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• 1998

The purpose of this study was to examine the effects of brand knowledge on evaluations of brand extensions in fashion market. Here, consumer knowledge toward the parent brand was based on the brand and on the company which introduced the brand. The brand extensions were classified into brand-name extension and corporate-name extension. For this study, questionnaires were administered to 700 single women in twenties. The questionnaires were designed to measure brand extension evaluations and brand knowledge in terms of familiarity, use experience and self-assessed knowledge, evaluations of the attributes and attitudes based on the brand and corporate. Employing a sample of 621 women, data were analyzed by t-test. Major findings of this study are summarized as follows; 1) The higher the level of brand knowledge such as brand familiarity, brand use experience and self-assessed brand knoil- edge was, the higher positive effects were on the evaluations of brand-name extension. Also, evaluations of brand attributes and brand attitude positively influenced the evaluations of brand-name extension. 2) The higher the level of corporate knowledge such as corporate familiarity and use experience of product manufactured by the company was, the higher positive effects were on the evaluations of corporate-name extension. Also, evaluations of corporate attributes and attitude on corporate positively influenced the evaluations of corporate-name extension. These results demonstrate that positive knowledges and affects on the parent brand are transferred to its extended product through categorization process.

• 복식문화연구
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• 제17권5호
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• pp.791-806
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• 2009

Internet brand community's message makes significant contributions for fashion industry. Therefore, if we understand and implement the characteristics of the message on the Internet brand's community, it can be useful for future marketing strategy. This study was to classified the internet community and to examine messages with regard to direction, write motive and prior knowledge. The messages were taken from February, 20th, to August, 7th in 2008. Content analysis method was used for this study. The results were as follows: First, Fashion brand community divided into user initiative type and enterprise establishing type. Second, User initiative type had positive direction message more than enterprise establishing type had. Third, User initiative type had large volumes of information searching or sharing related message, but enterprise establishing type had large quantities of personal experience related message about write motive. Fourth, There was no difference numerical prior knowledge between user initiative type and enterprise establishing type, and then both had a high rate of prior knowledge.

• 한국의상디자인학회지
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• 제14권3호
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• pp.79-92
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• 2012

The purpose of this study is to investigate the effect of interactivity on consumer-internet brand relationship and consumer's repurchase intention in internet shopping mall. The survey research was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaire was collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, pearson's correlation analysis using Amos 19. The results of this study were as follows: First, each interactivity dimension had a Significantly positive effect on consumer-internet brand relationship. Also it showed stronger effect on 'trust' than on 'affective commitment'. Second, People-people interactivity showed stronger effect on each consumer-internet brand relationship dimension compared with contents-people interactivity. It suggested that internet shopping mall marketer should respond quickly to consumer's need and provide the strategic method to make consumers communicate each other. Third, only 'trust' dimension of consumer-internet brand relationship positively affected consumer's repurchase intention. while 'affective commitment' dimension did not affect consumer's repurchase intention.

• 한국의류학회지
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• 제33권3호
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• pp.444-456
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• 2009

The purpose of this study is to understand consumer needs through Fashion Sensibilities and Consumer Sensibilities on Men's Casual Brand's Patterned Shirts. This study suggests the basis of planning effective design of Men's Casual Brand's Patterned Shirts by categorizing. The product from 2005 S/S to 2007 F/W is divided into the following sector: years, seasons, and product zones(adult, character, traditional), focusing on the design property of Men's Casual Brand's Patterned Shirts. An evaluation tool is composed of 19 pairs of image adjectives and 3 questionnaire as consumer need tool. Data were collected on March 3th to 31th in 2008 over Busan area. The data were sorted by using the SPSS statistics package program. Fashion sensibility of Men's Casual Brand's Patterned Shirts were expressed with 4 factors of attractivity, visibility, sensibility, hardness occupied 58.6% of the total. Therefore as attractivity, visibility, sensibility, hardness are important for product planning, it would be effective to consider these 4 factors before product planning.

• 한국의류학회지
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• 제42권3호
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• pp.379-396
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• 2018

This study investigated consumer perceptions of information provided in a fashion Instagram. This study examined the differences between information provided in Instagram by brand vs consumers. A pilot test was conducted to develop stimuli and a brand selection in the main study. Participants were randomly assigned to one of two stimuli manipulated by information providers, and examined the perceived credibility, usefulness, and enjoyment of information as well as brand attachment and purchase intention. We gathered and analyzed a total of 200 data. The findings of the study showed that respondents perceived significantly greater usefulness and purchase intention of images uploaded by consumers compared to the fashion brand. Credibility and enjoyment were significant factors to enhance brand attachment; in addition, usefulness, credibility, and enjoyment were significant factors to increase purchase intention. The findings of the study suggest academic and marketing implications.