• 한국의류산업학회지
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• 제19권6호
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• pp.723-735
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• 2017

The explosive growth rates in sales of climbing clothes-centered outdoor wear has slowed; however, athleisure wear worn while enjoying sports activities is still popular. This research study investigated differences between pursuing benefits of athleisure clothing and purchase intentions of athleisure clothing according to lifestyles, targeting male and female consumers aged 20s-50s. Analytic research data was statistically processed with the use of SPSS 18.0. The factor analysis and reliability analysis, multiple-regression analysis and t-test analysis and descriptive statistics were conducted. The study analyzed the results of pursuing benefits of athleisure clothing according to lifestyle. The study results showed that fashion oriented, health oriented, and sociability oriented factors had significant effects on youth and fashion; however, rational consumption, leisure orientation, sociability orientation, and value oriented factors showed significant effects on everyday clothing functionality. Health orientation and leisure orientation factors also exerted significant effects on comfort; in addition, the factors of fashion oriented, value oriented, rational consumption, and health orientation also had significant effects on ideal body image. This study investigated purchase intentions for athleisure clothing according to lifestyles. The study results revealed that fashion oriented, leisure oriented, private life centered, and health oriented factors also showed significant effects on purchase intentions for athleisure clothing.

• 한국의류학회지
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• 제34권8호
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• pp.1290-1302
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• 2010

This study examines the effects of competency and service orientation of imported fashion luxury brands salespersons on the organizational commitment and service delivery level. Questionnaire data from 162 salespersons of imported fashion luxury brands were analyzed. The results were summarized as follows. First, self-management ability, professional executive ability, and the friendly attitude of six competency factors had significant effects on organizational commitment. Second, professional executive ability, self-management ability, and friendly attitude of the six competency factors had significant effects on service delivery level. Third, all factors of service orientation had significant influences on organizational commitment. Finally, special treatment/awareness of needs and instant response/communicative skill of three service orientation factors had significant influences on the service delivery level.

• 한국의류산업학회지
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• 제14권3호
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• pp.381-389
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• 2012

This study presents a marketing communication strategy from the aspect of new consumption orientation. Consumer preference on ads media, on-line ads media, and WOM usage were examined for new consumption orientation groups. This study was executed in a question survey format. A total of 182 questionnaires were obtained and data were analyzed by PASW 18.0 and AMOS 7. The results were as follows. First, 8 types of consumption orientation factors were revealed; 'impulsive purchase', 'promotion oriented', 'social contribution', 'passive conformity', 'innovative', 'conspicuous', 'rational', and 'environmental conservation'. Then 4 groups were formed, 'Rational & Positive', 'Conspicuous Conforming', 'Positive Social Interested' and 'Low Price Oriented'. Second, communication responses were analyzed through consumption orientation groups. The 'Rational & Positive' group responded positively to every type of advertising media (especially new media). The 'Conspicuous Conforming' and 'Positive Social Interested' groups preferred traditional media such as TV, radio, and magazines; in addition, the 'Low Price Oriented' group liked only online banner ads. For WOM preference, the 'Rational & Positive' and 'Positive Social Interested' group preferred verbal consumer information like WOM. In distribution types, the just 'Positive Social Interested' group revealed a significant result for internet shopping malls. The results from this study will help establish marketing communication strategies based on the features of consumption orientation.

• 복식문화연구
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• 제19권4호
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• pp.740-750
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• 2011

Employees of sales departments of apparel makers play an important role in the success of a fashion-related business because they provide service through the direct contact with customers. This research tests several hypothesized relationships between internal marketing and its determinants, such as job satisfaction and organizational and job commitment, along with sales goal orientation. The subjects in this study were salespeople who worked at fashion stores in Yeosu and Sunchon. To measure the hypotheses, 200 questionnaires were handed out and 185 were collected. Finally, 163 questionnaires were used for the analysis, as 22 were found to be invalid. Frequency analysis, factor analysis, reliability analysis, and multiple regression techniques were used after coding and cleaning the data with the software SPSS 18.0. It was found that job satisfaction in the subjects is affected by organizational and job commitment and by their sales goal orientation. Second, it was found that both organizational and job commitment have a significant impact on sales goal orientation. According the results of this study, the higher the salesperson's job satisfaction, the higher the organizational and job commitment are. This was also true for their sales goal orientation. Moreover, higher organizational and job commitment was correlated with a stronger sales goal orientation. On the basis of the results, marketing strategies related to personal management can be established.

• 한국의상디자인학회지
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• 제20권3호
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• pp.33-48
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• 2018

The purposes of this study were to investigate the social instrumentality of appearance, appearance orientation, and cosmetics purchasing behaviors of Chinese male consumers, and to find differences in the cosmetics purchasing behaviors of the male consumer groups, which were segmented by the social instrumentality of appearance and appearance orientation. The subjects were 400 adult males in their 20s to 30s from Gillim province in China. The measurements consisted of the social instrumentality of appearance, appearance orientation, cosmetics purchasing behavior, and the subject' demographic attributes. The data was analyzed by descriptive statistics, frequency analysis, $x^2$ test, multiple response analysis, cluster analysis, ANOVA, and Duncan's multiple range test, using SPSS program. The results were as follows. First, young Chinese male consumers had a high sense of the social instrumentality of appearance, but the tendency to invest time and effort to enhance their looks was still low. Second, on the basis of the social instrumentality of appearance and appearance orientation, young Chinese male consumers were classified into four groups (high involvement group, instrumentality group, orientation group, and low involvement group). Third, the four male consumer groups revealed many significant differences in various cosmetic purchasing behaviors (purchasing items, information sources, product selection criteria, purchasing motives, purchasing locations, store selection criteria, purchasing price, purchasing frequency, and cosmetics improvements). Therefore, the social instrumentality of appearance and appearance orientation are seen as significant variables to effectively segment the Chinese male consumer market. The cosmetics companies targeting young Chinese men need to establish differentiated marketing strategies, considering the characteristics of each segment of the consumer market.

• 한국의류학회지
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• 제27권2호
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• pp.209-218
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• 2003

The Purpose of this study is to investigate the effects of the perceived luxury characteristic and consumer's conspicuous consumption on the fashion luxury involvement. The subjects were Korean 443 women from 20's to 50's living in Seoul. The reliability analysis, confirmatory factor analysis and structural equation analysis by AMOS 4.0 were used for statistics analysis. The results are as follows; 1) The perceived aesthetic taste and luxurious aspect of fashion luxury directly influence on fashion luxury involvement through hedonic consumption value. 2) The perceived luxurious aspect and traditional value of fashion luxury directly influence on negative luxury consumption value, but negative consumption value does not influence on fashion luxury involvement. 3) The well-known brand orientation, face-saving consumption, and value orientation directly influence on fashion luxury involvement.

• 복식
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• 제63권7호
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• pp.17-30
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• 2013

An understanding of store patronage behavior is a critical issue for retail managers, especially when it comes to a new kind of retail store, as it enables them to identify and target potential customers. Reflecting this managerial need, this study is focused on the fashion multi-brand shop, specifically investigating its store attributes, customers' shopping orientation, and store patronage. Accepting the shifting marketing paradigm from 4P's marketing mix to 7P's marketing mix, the 7P's marketing mix is employed in this study to measure the store attributes, including people(sales oriented and customer oriented), price, place, promotion, physical environment, process, and product. The store attributes significantly influencing patronization are found as customer oriented sales people, product, physical environment, and process. The shopping orientations of the customers, 222 female adults aged from 20s to 40s are found as ostentatious, pleasant, fashion pursuant, rational, and addictive. The consumers who are ostentatious, pleasant, and fashion pursuant are highly likely to be patronize to the fashion multi-brand shops.

• International Journal of Costume and Fashion
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• 제18권2호
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• pp.65-83
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• 2018

The purpose of this study was to explore the dynamics of the newly emerging designer fashion market and examine how startup designers reacted to the tension between creativity and business, and how they grew within such dynamics. In-depth interviews were conducted with 22 DFE entrepreneurs and 7 fashion industry experts. The grounded theory was used to analyze data and yield results. Korean new generation of DFEs, attracted by the growing online market opportunities are directly distributing through online channels, targeting the millennial consumers who are pursuing new values at new distribution channels. They show new growth pattern, start with a few key items in the middle and lower price segments, then upscale their design, quality, and price. This study further investigated designers' enterprise orientation shift, which was explored by Mills. Some creativity-oriented designers encountered difficulties in the orientation shift, while designers who demonstrated business characteristics from the startup stage restored the balance by trying to improve both creativity and business. This study discovered a new way for the designer to enter the growth stage. This growth approach is one of the success strategies applicable to designers launching a brand on online platforms in the global market.

• 한국의상디자인학회지
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• 제20권4호
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• pp.57-71
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• 2018

Since consumers have become more comfortable with providing and receiving information online, 'online word of mouth' has been gaining consideration as one of the major information sources. Also, the shopping orientation of consumers has been proven to be an important determinant of consumer behavior. Therefore, the study investigated the differences in online WOM behavior based on shopping orientation. Hedonic, loyal, and syntonic styles were the types of shopping orientation considered, and the study focused on information retrieval tendencies, the motivation of online WOM search, searching online WOM sources, and the contents for the online WOM behavior. The research conducted an off-line survey targeting females in their twenties. The total number of data sets used in the empirical study was 125, and these were analyzed by SPSS 20.0: factors analysis, Cronbach's ${\alpha}$, k-means cluster, ANOVA, Duncan's multiple range test, Kruskal-Wallis, Mann-Whitney, and Bonferroni correction. The participants were divided into 3 kinds of shopping orientation groups named 'trend-pursuit', 'passive', and 'loyal'. As a result, there were significant differences in online WOM behavior discovered between the groups. Firstly, the 'trend-pursuit' group had the highest number of ongoing searches while the 'loyal' group had the highest number of pre-purchase search. Secondly, the 'trend-pursuit' and 'loyal' groups both had the motivations of online WOM search, hedonic and utility, whereas the 'passive' group had the lowest motivations for both motivations. Thirdly, the 'loyal' group frequently referred to reviews on shopping malls as online WOM sources. The research provided a better understanding of the online WOM behavior of present consumers and suggests that fashion related corporations map out marketing strategies with the understanding of these behaviors.

• 한국의류산업학회지
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• 제6권4호
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• pp.461-466
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• 2004

The purpose of this study is to examine the different purchasing behaviors of natural dyes according to the personal value orientation of the consumers in question. In addition, this study sets out the purchasing behaviors according to demographic variables. To collect data, this study surveyed 150 housewives living in Daegu in November 2003 using convenient sampling. SPSS 10.0 was used for the statistical analysis of the sampled data including basic statistics, factor analysis and multiple regression analysis. The results derived from this study are as follows : 1) The group that exhibited a more self-controlled value orientation prefers to purchase natural dyes. 2) Consumers with relatively high education backgrounds and in an older age group have preference in purchasing natural dyes.