• Journal of the Korean Society of Costume
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• v.20
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• pp.151-167
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• 1993

The purpose of this study is to systematize the theory of the Fashion Marketing and merchandi-sing system as well as the strategy for the Mar-keting based on the related variable. Furthermore, this study deals with development of the mark-eting strategy to the relation between consumers and industry. The content conclusion on the research can be outlined as follows : 1. In order to inverstigate how the life-style of consumers affects their sense of fashion, awa-reness of brand, and decision making process of purchase, the life-style of women consumers is classified into 15 types. (1) Acording to the different life-style types, and important difference is found in the consum-ers' sense of clothes, a unique image of outfit and its own favorite image of womanliness. (2) The consumer's awareness of a particular brand has a reasonable relationship with their brand preference and possession of the brands. (3) Their is an important discrimination acco-rding to the life-style types in their brand awar-eness and preference and possesion of brands. (4) The consumers of each life-style type show noticeable difference in the decision making pro-cess of purchase including he motive of purchase, the source of information, the cause of purchase intention, price, the frequency of purchase and the degree of satisfaction of purchased goods. 2. The merchandising system and the market positioning among the fashion industry are compared and analyzed in the following terms ; (1-1) For the purpose of establishing the target market strategy, the industry uses unreasenalbe methods to analyze the life-style of the target customers and the real customers(36%) and the aging phenomenon of brands is remarkable : as much as 37% of brands show over 5 years-old age gap. (1-2) The price setting process depends highly on the cost-plus approach. (1-3) In color planning, too many colors are used in every season(the average number is 22.3) and the investigation of the consumers' favorite color is neglected. (1-4) The manufacturers of successful brands are much likely to employ the textile designer and allow them to develop the various fabrication. (1-5) The regular rate of sales in each season is extremely low(56.04%) : the rate of the succ-essful brands is relatively high at 65%, but that of the unsuccessful as low as 51%. (1-6) 47% of brands reveal the designer-orie-nted fashion merchandising system. The successful brands, on the other hand, show a high rate of merchandiser oriented system. (2) Since the brand positioning is highly cen-tered on each brand image, styles and target age, the new data are presented in this study for the new market development. (3) To set up the target market, the mapping of images between the differentiated market and the consumers is suggersted according to the market positioning of industry and 15 types of the life-styles of consumers.

• Culinary science and hospitality research
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• v.21 no.3
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• pp.116-129
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• 2015

In order to maximize customer satisfaction and provide differentiated customer-oriented marketing strategies, it is important to understand the essence of consumer behavior and characteristics of their market segmentation. Therefore, this study explored the relationships among five different food-related lifestyle (i.e., health, fashion, taste, economy and safety oriented), positive emotion, and satisfaction. An analysis of 338 samples drawn from college students who visited coffeehouse at least once in the previous months was performed. The results revealed that, taste, economy, and safety oriented lifestyle significantly affected positive emotion, and positive emotion significantly affected satisfaction. The findings highlight the significant role of coffeehouse customer food-related lifestyle toward positive emotion in the formation of satisfaction, and therefore generate theoretical and practical implications for the coffeehouse industry.

• Fashion & Textile Research Journal
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• v.7 no.4
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• pp.426-432
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• 2005

The health of feet is connected with individual's health and affects a man's activity. Shoes need to be designed to protect feet and to absorb the impact of land. Thus, design, comfort and economical efficiency are important factors of shoes. Consumers can choose suitable shoes for their feet in off-line shopping. However, in on-line shopping, because they can not wear shoes, compare to the off-line shopping, there are many problems in internet shopping. First, consumers can get limited information of shoes because they must search information of purchase without other's help. Second, because consumers can not get important information such as design, size and a comfort of wearing, they can not make a careful decision. Above these, the solution of user-oriented internet shopping is development of new type of prototype which is accessible to user and to offer visual information through 3D-virtual reality. The purpose of this study is to develpoment of shoes easy-order prototype so to reduce of internet shopping risk and offer to shopping convenience. Contents of the new prototype are as follows; 1. Consumers can print out a foot shaped plane figure and compare it to their foot. If the size of printed sheet is not proper, consumers can choose another size. Through this step, they can get their own size. 2. In 3D-virtual reality, consumers can get a various visual information. So they feel wearing comfort indirectly. It is expected that the result of this study would be an important case study to develop of shoes' easy-order prototype for a disabled person.

• The Research Journal of the Costume Culture
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• v.28 no.4
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• pp.446-462
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• 2020

The objectives of this study are to explore the information source, assessment, and preferred styles of 3D virtual influencers(VI), to investigate the expected impact of advertisements with 3D VIs on brands, and to explore ways of expanding the use of 3D VIs. In-depth interviews with 40 males and females in their 20s and 30s were conducted and qualitative data were analyzed. The study results are summarized as follows. First, the information source of the 3D VI was SNS, acquaintances, and broadcasting. Second, 3D VIs were considered positively due to their attractive appearance, wide utilization, innovative use, freshness, separation from private identity, and time and cost savings, while considered negatively due to their unrealistic appearance and antipathy against replacing a person's role. Third, the preferred appearance styles of the 3D VI differed according to the level of virtuality although the majority of interviewees preferred similar looks to real people with low virtuality. Fourth, diverse image qualities such as innovative, differentiated, trendy, high-value, professional, and future-oriented were considered as transferred to the brand advertised by 3D VIs. Fifth, advertisements with 3D VIs may help build positive perceptions of advertised brands that may lead to purchase behaviors for some consumers. Lastly, to expand the use of 3D VIs, the specific advantages of virtual models should be maximized with consideration of how to implement a variety of body types and images of models. Findings present an important foundation to generate strategies to better apply 3D VIs to the fashion market.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.6
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• pp.949-957
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• 2009

The fashion apparel industries have demanded to be extremely consumer-oriented. Therefore, the need of personalization arises. The purpose of this study is to investigate the relationship between apparel shopping orientation and various personalization strategies provided in the apparel shopping process. A total of 422 questionnaires were used for statistical analysis. Canonical correlation and ANOVA were conducted. Results indicated that higher level of demand for "sale-promotion personalization" and "personalized customer relationship" were significantly related to high level of fashion innovativeness and price consciousness. Consumers who seek for high level of "personalized advice" and "personalized fit" were likely to be price conscious and conforming to clothing but not innovative in terms of fashion and clothing. Shopping orientation group differences were also reported in the study. In personalizing of apparel products, distinctive but relevant strategies should be implemented according to the need of the consumers.

• Korean Journal of Human Ecology
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• v.19 no.1
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• pp.127-136
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• 2010

This research subdivided the groups of baby clothes purchasers by consumer value factors in order to study clothing behavior by the value group of baby clothes purchasers and to examine differences in shopping propensity, pursuit benefits, evaluation criteria, and utilization of information sources depending on the value groups 1. A total of three factors - the pursuit of a stable life, the pursuit of achievement, and the pursuit of pleasure - were derived by conducting a factor analysis on the value dimensions of baby clothes purchasers. The value types of baby clothes purchasers were classified into three groups - the group of the pursuit of achievement, the group of the pursuit of stability and pleasure, and the passive group as the result of conducting cluster analysis on the basis of three types of personal value factors. 2. In the difference of shopping propensity by the value group, the group of the pursuit of achievement and the group of the pursuit of stability and pleasure were found to be the group having economical shopping propensity. In the difference of pursuit benefits by the value group, the passive group appeared to be the group in pursuit of fashion, and it could be seen that the group of the pursuit of achievement and the group of the pursuit of stability and pleasure were highly interested in the pursuit of individuality and practicality. 3. In the evaluation criteria of clothes by the value group of baby clothes purchasers, the group of the pursuit of achievement was found to consider physical criteria as important evaluation criteria, and the group of the pursuit of stability and pleasure was found to consider aesthetic criteria as important evaluation criteria. In the utilization of information sources by the value group of baby clothes purchasers, the passive group was found to be influenced most by market-oriented information sources.

• Journal of the Korean Society of Costume
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• v.54 no.7
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• pp.151-164
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• 2004

This Studies on 20th century fashion was carried out according to the classification of the times as made up Belle Epoque, New Look, Big Look, and Body-Consciousness. Aside from research in literatures, research into 20th fashion also include the analysis of photo had been taken from various collection. The enlargement beauty of costume had been place under the aesthetic category and, by interpreting the analogies of presented in aesthetic consciousness. the true nature of the voluminous enlargement in costume had been traced. To conclude, this study finds there are between the aesthetic characteristic differences in the aesthetic consciousness of the costumes in history and the present-day fashion. The aesthetic consciousness of the voluminous enlargement of the present-day was found to have the following characteristic ; (1) History-oriented tradition (2) Metaphorica autonomous (3) Freedom of breaking with restriction (4) Dismantling the irregularity (5) Hedonistic play instinct (6) Psychological compensation (7) Sexual sensuality (8) Ideal of the times (9) Aesthetic ornament (10) Feeling of satisfaction through self-enlargement. From list above. metaphorical sensuality, aesthetic ornament and the feeling of satisfaction driven by Self-Enlargement are the same characteristics found in the aesthetics consciousness of the voluminous enlargement of the costume In history in that they are the aesthetic consciousness above time and space. It is metaphorical sensuality which transform woman's body in to distorted images as influenced by both capitalism and materialism in the last 20 years. These are represented by the sadomasochistic and fetish images as the woman's metaphorical voluminous enlargement is apparently becoming more positive, radical and obscene especially in terms of expression.

• Journal of the Korean Society of Costume
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• v.37
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• pp.133-148
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• 1998

This study presents the aspects and changing process of the habiliment from the National Liberation up to now by analyzing the articles of costume found in$\ulcorner$Maeil Shinmun$\lrcorner$from Jan. 1. 1946 to Dec. 31. 1996. In the period of 1946~1959, the political and economic conditions through the National Liberation and Korean war deteriorated and the interest in costumes were weakened. But the economic recovery and social stability in the middle of the 50's made the lost interest in costumes increase. From 1960 to 1969, the high economic growth was achieved by“Five year plans for Economic Development”and the progress of mass media, transportation, communication and education brought western culture to our society. It spread rapidly and changed the way of life and the sence of value. These phenomenon led to a great transition on the Korean costume culture in the 60's In 1970~1979, the articless of costume made a change from the 60's, which focused on women's wear, and tuned to one including general costumes not only women's wear but also men's wear due to the women's social roles, the unisexmode and diverse costume. In 1980~1989, the growth of the consumption, the banning of the school uniform, Asian Games(1986) and Olympic games(1988) caused the high qualification, personalization and diversification in the fashion industry. Further more, the traditional-oriented trend with korean culture was emphasized. It pursued the modernization of the traditional Korean Costume, Hanbok, to introduce the unique Korean Beauty. From 1990 to 1996, in the era of international-ization and open door policy, the competition of nations became intense and the comprehention about environmental destruction highlingted the concerns on ecology. The recognition of environmental protection and recycling were reflected in the fashion. It prevailed that the pursuit of personalization,. diverse style, practicality and the fashion leader called generation appeared.

• Fashion & Textile Research Journal
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• v.13 no.6
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• pp.934-942
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• 2011

This study was intended to analyze conventional grading increments and methods for middle-age men's pants, and to suggest new grading guidelines that will enable to improve satisfaction with size and silhouette as a result of combining the concept of grading, which help maintain the ratio and proportion by sizes as one of ready-made apparel's advantages, with body form oriented and aesthetic approaches. In the apparel industry, the current sizing specifications and methods adopted by relevant companies, as well as the characteristics of body forms of men aged 35 to 55 years were comparatively analyzed to find out problems and ultimately to suggest their solutions or improvements. It was considered that as the conventional grading practices used in the industry were customary on the basis of the past experiences, it was required to take the body forms of target consumers into account and also, to reconsider the conventional grading methods. Analyses of sizing and specifications by brands show that 4 to 19 sizes including 82 or 84 as standard size have been produced. Since men's apparel has a large number of sizes with the large range of sizes, grading is critically important. As silhouettes depend on the distribution of grading rule values at each point of increment pattern in the main regions during grading, it is necessary to consider both size grading and form variations. To maintain an appropriate silhouette with keeping the angle of center back line of a pattern, it is desirable to set the ratio of side line part to center part from the crease line to approximately 3:7. It is required to diversify the values of grading rules according to different sizes and pattern regions in consideration for the body forms of key consumers. In addition, if the natural lines of designs and patterns for the width increments of waist circumference and hip circumference, the increments of hip width in pant's front and back panels, the ratio of grading rule values of the right and left sides of crease line, knee circumference, thigh circumference and so on are taken into account, grading will be satisfactory in the all aspects of size, silhouette and ratio.

• Journal of the Korea Fashion and Costume Design Association
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• v.11 no.1
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• pp.53-62
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• 2009

Through the result of the investigation on costumes in Bulgarian regions, the main factors for the formation of Bulgarian folk costume and its kinds and history have been found out so far as follows. Alhtough varying according to the district and climate, Bulgarian folk costumes have some general features determined by the material, the pattern, the application. For women, Bulgarian costume consists of a white shirt, a single or double apron unique depending on each region(Bruchnick), a basic dress called a tunic (Soukman), and an open-tunic typed coat (saya). The main factors for the formation of Bulgarian folk costume have been under the influence of natural and environmental features and historical streams resulting from its geographical location. Bulgaria is agriculture-oriented society based on a continental climate. Accordingly, as for the classification of costumes, body-fit clothes, such as shirts and jackets which developed in Europe and fit the body shape, have featured in Bulgaria. Besides, Bulgaria was under the rule of Turk for a long time at the end of the Middle Age. Having been influenced a lot those days, its folk costume shows Turkish elements now. With geographical features, it was found that the southern area was influenced most by Turkey and Greece, and the types of folk costumes in Europe developed mainly from the northern area. The adaptation of traditional costume forms to the new cultural and progressive principles of appeal nowadays needs knowledge, as well as feeling. Finding the right measure and proportions of using old ethnic elemints in contemporary clothing is the prerequisite of successful design.