• 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.

• 복식
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• 제64권1호
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• pp.18-30
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• 2014

As economy is growing and income level is increasing, more people are pursuing relaxation and leisure in their life. As the sports market in Korea is flourishing, sports wear companies have begun to focus marketing their brand by carefully selecting advertising models in order to get more exposure for their brands. The purpose of this study was to analyze, the effects of the advertising model types had on the company's brand recognition, and consumer subjectivity on consumer's preference and purchasing intention were studied. The subjects for the study were 260 men and women in their 20~30s living in Seoul and Gyunggi province. Three-way ANOVA was conducted for the data analysis. The results showed significant interactions between the three independent variables on preference. Although there were various advertising model types due to the improvement of media, (brand advertisement employing) the well known celebrity model was more effective for raising consumer brand awareness compared to non-celebrity models.

• 한국의상디자인학회지
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• 제13권1호
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• pp.135-146
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• 2011

Despite the recession that has affected people's consumption of clothing, the 'Gold Kids' market shows steady growth. This study analyzed the characteristics of components that make up infant and children's wear brands. Firstly, this study found the linguistic features of infant and children's clothing brands. Most brand names have common characteristics such as idiomatic expressions, combination and separation of vocabulary, and more than 6 syllables. Also, when they formative brand quality, they frequently used words like 'girl', 'kid' and 'baby' to clarify the category of the brand product. Also it is meant to present a clear brand concept to the target consumer to offer their brand information and product characteristics. Moreover, English is widely used in the brand names, and they used appropriate symbol graphics that fit the titles and qualities of the brands. Second, to strengthen their brand identity and inherent concepts, infant and children's clothing brands normally use their own particular brand colors wich makes special and strong visual impressions on the target consumer. Also, they mainly use applied sans serif typeface showing the softer brand quality. Brand logos have different visual expressions depending on their brand value and the target consumer. The word type of the logos presents clear brand identity and information to the target consumer. Through the study, we found that infant and children's clothing brands tend to use written brand names for the logo type more than graphic symbol logo patterns. This indicates that infant and children's clothing brands tend to emphasize information transfer rather than visual graphic symbols when they organize brand logos.

• 한국의류산업학회지
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• 제11권1호
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• pp.48-56
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• 2009

The purposes of this study were to segment knit wear consumers by their lifestyles and to examine knit wear purchase behavior among the lifestyle segments. The subjects of this study were female consumers who were residents in Seoul and metropolitan areas. The researchers distributed the questionnaires and the final sample of 357 was used for the data analysis. The statistical analysis methods used for the study were factor analysis, cluster analysis, ANOVA, Duncan test, and ${\chi}^2$-test. The results showed that the lifestyle factors had 6 dimensions: fashion, planned purchase, socially active, impulsive consumption, brand, and leisure/culture. These factors were categorized into four groups: brand oriented group, passive group, rational/social group, and fashion/impulsive consumption group. The results also showed that there were significant differences among the groups in regard to knit wear purchase criteria, knit wear image preferences, and other knit wear purchase behaviors. For example, brand oriented group considered design and brand name/fashion important as knit wear selection criteria, and the group preferred an elegance image and a modern image than did other groups.

• 한국의류학회지
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• 제21권3호
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• pp.607-620
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• 1997

The purpose of this study was to identify the variables which could predict advertisement preference and intention to purchase product in sexuality-oriented fashion advertising. The data were collected using questionnaires which contained nine advertisements of Guess jeans, selected from Vogue magazine published from 1990 to 1996.441 college students (female= 225, male=216) living in Seoul, Korea participated in the study. The data were analyzed by factor analysis and stepwise elimination method of multiful regression analysis. The results of this study were as follows: First, seven factors of New Young Generation oriented characteristics were identified: fashion, individuality, preferences of caffa or reggae bar with affective mood, expression of emotion, individualism, preferences of a foreign-made product/western culture oriented tastes and activity of fan club/chatting through personal computers. Three factors of fashion advertising involvement were identified: social involvement, hedonic involvement and utilitarian involvement. Second, the variables which predicted preferences of advertisements in sexuality-oriented fashion advertising were perceived eroticism levels, hedonic involvenent, prior brand attitude and preference of a foreign-made product/western culture oriented tastes in the case of females, while perceived eroticism levels, hedonic involvenent prior brand attitude, preference of a foreign-made product/western culture oriented tastes and activity of fan club/ chatting through personal computers were identified as predictor variables for males. Third, the intention to purchase product was predicted by preference of a foreign-made product/western culture oriented tastes, prior brand attitude, hedonic involvenent and fashion for females, and by perceived eroticism levels, fashion opinion leadership, hedonic involvenent and prior brand attitude in the case of males.

• 한국의류학회지
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• 제31권3호
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• pp.440-450
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• 2007

The purpose of this study was intended to investigate influence of consumer's brand loyalty, competitor's brand price and brand switching intention in condition of discount sale of casual apparel products. The data for the study was obtained through the use of an experimental design which was $2{\times}[2{\times}2]$ mixed factorial design. The subjects were 730 college students. The data were analyzed by cluster analysis, ANOVA, simple interaction analysis and simple main-effect analysis. The following results were founded: First, The results indicated that the 3-way interaction effects among consumer's brand loyalty competitor's brand price and discount on brand switching of casual apparel products. Second, the results indicated that the 3-way interaction effects among consumer's brand loyalty competitor's brand price and discount on consumer preference of casual apparel products. These results indicated that low brand loyalty group on casual products showed high preference and high brand switching on competitors brand when competitor's brand price was lower than preferred brand price and discount type was absolute frame. High bran loyalty group on casual apparel products preferred and switched high competitor's brand when discount type was absolute frame.

• 한국의류산업학회지
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• 제16권2호
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• pp.293-300
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• 2014

Fashion companies confront to environmental problem and resource depletion and have to consider 'sustainability' into their management. Corporate sustainable management of company is explained as the model of Triple Bottom Line which is composed of economic, social and environmental elements, thus we wanted to adapt this model to the case of fashion companies and the purpose of this study is to investigate the relationship among the TBL elements which contain the economic, social and environmental responsibility, the evaluation on fashion company including the reliability, reciprocality and reputation of company, and the evaluation of brand image. We conducted the survey of questionnaire about 300 people in their 20's and performed statistical analysis. As a result, the elements of corporate sustainable management in fashion company are related to the company evaluation, and again company evaluation is correlated to the evaluation of brand image. Economic responsibility of fashion company is related with the reliability of company evaluation, social responsibility of fashion company with the reciprocality and reputation of company evaluation, and environmental responsibility is deeply related with reciprocality of fashion company's evaluation. The results of this study revealed the importance of corporate sustainable management of fashion companies, and the relationships in fashion industry are stronger than in other industry.

• 복식
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• 제58권7호
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• pp.104-118
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• 2008

This study analyzed that how well the consumer recognize and what they feel about the characters which were applied in fashion brand. Four hundreds and forty two men and women who were living in Seoul and the metropolitan area were selected for this study and SPSS 12.0 was used for the technical statistics such as Frequency, Chi-Square Test and Correlation Analysis. The result of this study were as follows : 1. The consumer didn't well recognize the name of brand and the character which were provided from the brand. 2. There were included brands 'B' 'T' 'L' 'A' in the highly ranked cognition brand. A common feeling of these brands were 'a feeling of cute' and 'a feeling of intimacy'. 3. The consumer's feelings of character were categorized into 'a feeling of lute''a feeling of sexy' 'a feeling of soft as pap' 'a feeling of humorous'.

• 패션비즈니스
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• 제6권4호
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• pp.125-140
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• 2002

The purpose of this study is confirming the design characteristics and brand strategies of Ralph Lauren's products through the advertising pictures on internet website. Methods of this study are the analysis of his brand growth process, concept strategy and designs by web promotion sites. Also this study defined his brand character and fashion mind. The Results are as follows. 1) Ralph Lauren's concept strategies are 1. Convert british type into American style 2. Presentation an American life style 3. Marketing strategy using life style and IT business. 2) Ralph Lauren's designs characters are 1. Rich and simple style by preppy look 2. Traditional wear of noble taste 3. Western style of American reclamation period 4. Using of comfortable material 5. Unique colors which are simbolic. Today, his classic and preppy designs all draw upon an image of old word wealth and luxury and he pioneered the concept of clothes as part of a lifestyle environment.

• 복식문화연구
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• 제22권3호
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• pp.383-398
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• 2014

This research worked on the cooperative case by Marc Jacobs, who was involved in innovative collaboration in the field of fashion, and the analysis on imbedded values. With assessment of it, this paper aims at providing the theoretical ground on prevalence of fashion collaboration for creative innovation and presenting the basic material in establishing the design and marketing in the fashion industry. In methodology, the review was followed up about literature regarding Marc Jacobs and collaboration and his cases in 2001 through 2012. Results showed that his collaboration cases could be divided into those with modern artist, those with fashion brand or designer, those with other field brand than fashion, and those with the public star. They were processed into such a form as development of new product and collection, shop display, and exhibition event. The value could be drawn from this case examination of Marc Jacobs' fashion collaboration, which includes the design innovation through reinterpretation of tradition, innovation of maximized brand value, and transboundary innovation toward a vast extension of realm. Namely, the collaboration of Marc Jacobs would be the driving force for design innovation and the creative process for both parties concerned through endless cooperation and would generate the innovative value for fashion field.