• Journal of Korean Society of Industrial and Systems Engineering
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• v.34 no.3
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• pp.134-146
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• 2011

This paper suggests the product supply process model based on the store and production capacity, assortment planning and quick response for fast fashion retailers with BPMN. In the fast fashion industry, the standardized business process model is required to respond quickly market trends and customer requirements based on the quantitative and qualitative criteria. Thus we define the product supply processes which incorporate forecasting and assortment plan, cost and profitability of the production, store capacity based on the visual merchandising, and production capacity of the fast fashion retailers. Also we design the key performance indicators to evaluate the effectiveness of these product supply processes. The product supply process model for the fast fashion has great significance in embracing the fast fashion product development process because it presents the holistic view of the product supply process of the fast fashion and provides a performance evaluation mechanism. A case study shows that adopting the processes, a Korean fast fashion company achieves improvement in various performance indicators.

• Journal of the Korea Fashion and Costume Design Association
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• v.21 no.2
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• pp.1-13
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• 2019

The objectives of this study are (1) to classify fashion consumers based on innovativeness and nostalgia and (2) to explore the differences in product purchase criteria, fashion information sources, and attitudes toward eco-friendly and fast fashion products among the identified groups of consumers. A total of 327 respondents were clustered into four distinct groups: (1) high innovativeness and low nostalgia, (2) high innovativeness and high nostalgia, (3) low innovativeness and high nostalgia, and (4) low innovativeness and low nostalgia. The four groups showed significant differences in the purchase criteria of quality, design, and brands and no difference in the criteria of functionality and washing methods. The four groups preferred different sources of fashion information: fashion magazines, people in the street, and salespeople, but did not differ in terms of social networking services (SNS) and in-store displays. While the four groups had significantly different attitudes toward eco-friendly fashion products, they did not show differences in attitudes toward fast fashion products, excluding usefulness. These meaningful results provide guidelines for developing more effective merchandising strategies for both eco-friendly and fast fashion products.

• The Research Journal of the Costume Culture
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• v.15 no.5
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• pp.888-901
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• 2007

The purpose of this study was to examine the differences in clothing selection criteria and store selection criteria between each consumer groups by the preference for fast fashion. The data was collected from a questionnaire conducted on 317 female adults. The results were as follows. First, the factor analysis used to identify clothing selection criteria involved the following four factors: fashion, quality/practicality, status symbol, and economics. The consumer group preferring fast-fashion regarded fashion and economics as important factors and the non-preferring group regarded status symbol factor more. Second, five factors(atmosphere, product service/salesperson, shopping convenience, promotion/facilities) of store selection criteria were constructed by factor analysis, The consumer group preferring fast-fashion regarded atmosphere and product as important factors and the non-preferring group considered service/salesperson and promotion/facilities factors more. Third, the consumers who were of low age, low education, low income and unmarried preferred fast fashion brand.

• The Research Journal of the Costume Culture
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• v.23 no.6
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• pp.940-954
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• 2015

The purpose of this study is to identify the antecedents of repurchase intention toward fast fashion brands. Perceived quality, perceived price, deindividuation, and overly trendy styles, which are product characteristic variables, and fashion innovativeness, which is a consumer characteristic variable, were considered as antecedents. It was hypothesized that product and consumer characteristics influence repurchase intention toward fast fashion brands not only directly, but also indirectly through cognitive dissonance. Data were gathered by surveying university students in Seoul using convenience sampling. Three hundred and fifty-two questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of product characteristics revealed four dimensions: "perceived quality", "perceived price", "deindividuation", and "overly trendy styles", and the factor analysis of consumer characteristics revealed one dimension. The factor analysis of cognitive dissonance revealed two dimensions, "regrets" and "perceived uncertainty." The hypothesized path test proved that perceived quality, deindividuation, overly trendy styles, and fashion innovativeness influence repurchase intention directly. Perceived price and deindividuation influence repurchase intention indirectly through the factor of cognitive dissonance, which is the perceived uncertainty, indicating the importance of cognitive dissonance. The results indicate effective marketing strategies should be used to decrease consumers' cognitive dissonance, and suggestions for future study are provided.

• Fashion & Textile Research Journal
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• v.20 no.6
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• pp.629-644
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• 2018

Global fast fashion brands have been popular and most of them have entered the Korean market. With their success, Korean apparel companies launched domestic fast fashion brands; however, recently they have become fiercely competitive, and consumers are demanding better design and quality and cheaper prices than before. The purpose of this study is to explore consumer purchasing behavior of the global as well as domestic fast fashion brands sold in Korea and to suggest marketing strategies for the brands sold in Korea. The study includes interviewing 61 Korean consumers to ask about their purchasing behavior and experiences. This study found four themes from these in-depth interviews: 1) demand of product glocalization which considers both globalization and localization for better style, quality, and assortment plan, 2) satisfaction with the reasonable price range of fast fashion brands but dissatisfaction with price discrimination among countries, 3) importance of easy, comfortable, and convenient accessibility to fast fashion brands, and 4) preference for good brand reputation related to corporate social responsibility(CSR) and nationality. From these four themes, this study developed the four elements of the marketing mix: product, price, accessibility, and reputation to adapt to a new marketing environment that emphasizes the development of information technology, consumer-centric marketing, and corporate ethics. The findings of this research could contribute useful information to both global and domestic fashion companies as well as consumers.

• Journal of Fashion Business
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• v.14 no.5
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• pp.21-34
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• 2010

The purpose of this study is to examine the main characteristics of strategies and fashion styles in fast fashion. Ultimately, this study is aimed to give useful information to develop fast fashion companies in Korean apparel industry. There are several strategies commonly applied in most fast fashion companies. First, they produce a wide range of numerous items. Second, the price is very reasonable. The primary objective of fast fashion is to quickly produce products in a cost efficient manner. Third, fast fashion companies take charge in the whole process from designing and manufacturing to distribution and sales. Forth, while almost all apparel companies invest a large amount in advertisement to promote sales, most fast fashion companies invest in VMD instead. Also, the fashion style of fast fashion were examined. First, casual style dominated a big part in composition of the entire style. Second, they use various kinds of different fabrics. For example, natural fabrics including organic and recycled fabrics, denims, newly invented high-tech fabrics, and decorative fabrics are widely used. Third, fast fashion brands produce fashion product based on the most recent fashion trends. Forth, they pursue high quality design. Retailers' understanding of the target market's wants realizes the consumer to thrive on constant change and the frequent availability of new products. Accordingly, fast fashion is presently taking an important role in fashion although it has a short history compared to the general apparel industry.

• Fashion & Textile Research Journal
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• v.17 no.4
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• pp.550-560
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• 2015

This study investigates clothing consumption behavior of fast fashion purchasers according to environmental consciousness. Questionnaire examined 245 males and females in Busan who experienced fast fashion product purchases. Data were analyzed using factor analysis, t-test. ANOVA, Duncan Test and ${\chi}^{2}-test$. The results are as follows. First, the result showed significant differences in environmental consciousness education according to demographic characteristics. Second, the results showed significant differences in the hedonic pursuit of purchase motivation for fast fashion products according to environmental consciousness. The low environmental awareness group pursued hedonic purchases towards the purchase motivation of fast fashion products. The results showed significant differences in fast fashion disposal behavior according to environmental consciousness; however, not for the disposal motivation of fast fashion. In the disposal behavior of fast fashion, the high environmental awareness group indicated social friendly disposal and the middle environmental awareness group indicated economical disposal. The result showed significant gender differences towards clothing consumption behavior of fast fashion according to demographic characteristics. Males and females showed significant differences in all purchase motivation factor for fast fashion products. They also showed significant differences in economical disposal towards fast fashion disposal behavior.

• Proceedings of the Safety Management and Science Conference
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• 2011.04a
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• pp.185-204
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• 2011

Fast Fashion (fast fashion) is to reflect the latest trends and quickly create an immediate and quick with words related to clothing to distribute immediately reflect the latest fashion design, a relatively low cost, rapid product turnover means to succeed in fashion or business. The popularity of fast fashion is growing in the recent domestic fashion market. In this study, fast-fashion consumers' purchasing behavior recognition for brand identification and brand personality, brand reputation and brand identification, brand attitude, and affect the relationship between customer loyalty will be discussed. The results of this study can be summarized as follows. First, In this study, based on existing studies, brand personality and brand identification through a process that affects customer loyalty reaffirmed. Second, the 5 dimensions of brand personality and brand identification of the factors found by the sophistication and unique. Third, the brand's reputation in the brand identification had a significant impact. Fourth, brand identification, brand attitude and the impact on customer loyalty was significant.

• The Research Journal of the Costume Culture
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• v.25 no.5
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• pp.656-669
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• 2017

Fair trade implies honest wages and eco-friendly products in keeping with the demands of ethical consumerism. Although consumers are presently more interested in fair trade products, it is hard to find aggressive marketing strategies for fair trade fashion products. Therefore, the purpose of this study investigates the effect of consumption propensity on fast and slow fashion goods consumption attitudes and purchase intention on fair trade fashion products. For method of this study, 229 questionnaires were distributed to consumers residing in Seoul, South Korea. The data from the 219 returned usable questionnaires was analyzed by Cronbach's alpha, factor analysis, regression analysis using SPSS 22.0. The results of this study were as follows: First, consumption propensities of spontaneity, histrionics, and imitative nature in descending order positively affect consumption attitude for fast fashion products. And green consumerism negatively affects consumption attitude for fast fashion products. Second, consumption propensity such as donation & sharing consumerism, ethical consumerism, green consumerism, histrionics, and imitative nature in descending order positively affect consumption attitude for slow fashion products. Third, slow and fast fashion products consumption attitude in descending order positively affect purchase intention on fair trade fashion products. Fourth, consumption propensities such as ethical consumerism, green consumerism, and donation & sharing consumerism in descending order positively affect purchase intention on fair trade fashion products. Therefore fair trade fashion products with various usages and sustainable high quality are promoted by differentiated marketing strategies.

• The Research Journal of the Costume Culture
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• v.15 no.5
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• pp.875-887
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• 2007

The purpose of this study is to provide the fashion industry in Korea with materials that could enhance its international competitiveness by suggesting marketing strategies for fast fashion brands after taking product, price, place, and promotion into consideration. The product strategy should focus on developing products that accurately reflect the general market trend and consumer demand, selecting optimal materials, and pursuing internal production. This, coupled with strategic cooperation with designers, will ensure reliable quality and enhance the brand image. The pricing strategy should place greater emphasis on reducing production costs. Diverse task outsourcing and design competition, for instance, can lower the cost of design development. The place strategy should be set according to the operation of a systematic and efficient distribution system based on SPA, an automatic delivery system, sales or return system, speed control system, and a value chain that consists of horizontal business alliances. The promotion strategy should be run under the central control of the headquarters using various unique VMDs. Furthermore, online marketing campaigns, spectacular fashion shows, design competitions, catalogue marketing campaigns, and other new sales promotion schemes could all be introduced.