• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.8
• /
• pp.1341-1351
• /
• 2010

The Korean jean market has become increasingly competitive due to the increased imports of global brands. This study is to understand the purchase behaviors of Korean college students toward foreign brand jeans to help Korean jean brands enhance their competitive advantages over foreign brand jeans in the Korean market. Considering perceptions of Korean consumers toward foreign brands and traditional value changes, this study proposed a research model incorporating two extended behavioral intention (BI) models, Lee's modified BI model and Ajzen's theory of planned behavior. To test the research model, a total of 240 valid data sets were collected from college students in Busan, Korea. Structural and measurement models were estimated using LISREL 8.80. Because face saving failed to attain internal validity, the research model was revised to eliminate face saving. The findings indicated that perceived behavioral control had the strongest direct influence on purchase intentions of Korean college students for foreign brand jeans. Group conformity and subjective norm had non-significant direct impacts on purchase intention, whereas group conformity had an indirect impact on purchase intention through attitude. Based on the findings, theoretical and managerial implications were provided.

• Journal of Fashion Business
• /
• v.16 no.6
• /
• pp.160-173
• /
• 2012

This study is meaningful in that it builds the basic data necessary for developing skinny jeans for Korean women in their 20s based on the level of satisfaction with the apparel fit by body parts and brand choices gathered from studies on the skinny jeans consumption pattern among students in their 20s and on the results of the movement functionality and appearance sensory tests conducted on skinny jeans from six labels with the highest market share, popularity, and brand recognition, with the goal of developing skinny jeans for Korean women in their 20s.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.26 no.5
• /
• pp.606-617
• /
• 2002

The purpose of this study is to develop a decision model that helps manufacturers and retailers determine the optimal timing of markdown in order to maximize their profit. An optimal timing decision model was developed based on three steps; conjoint measurement, scenario analysis and simulation. Data were collected from the sample of 149 out of 170 undergraduate and graduate students in Seoul in 1997. From the Jeans market, 8 brands; Levi's, lee, Guess, Calvin Klein, Pintos, Get used, MFG, and Basic, were selected as competitors for this study. In the conjoint measurement, respondents estimated the level of preference, from 1 to 100, for each item in which brand, price, style, and colors were used to explain product characteristics. Then, in order to reflect competitive situation in Jeans market, four types of scenarios were developed. In each scenario, simulations were applied to decide optimal timing of markdowns that leads to maximal profitability and sales volume. The profit was calculated based on the equation; Profit = Jean's market volume x market share of each brand - cost, where market volume was obtained by integral calculus for market utility function, and market share by logit value of part-worth from the conjoint analysis. For the purpose of the parsimony of the research, costs and the level of markdown were fixed to 30% of the regular price. In results, the optimal timing decision model identified 3 different types of brands. The brands that do not need to take markdown were Ievi's, MFG, and Basic Jeans characterized by the highest brand power and the highest price zone. The brands that needed to take early markdowns were Guess, Lee, Calvin Klein, and Get Used with the intermediate level of brand power and price. The brand that need late markdown was Pintos with the weakest brand power among the competitors and the lowest price. The optimal range of markdown remains for further research.

• Journal of Fashion Business
• /
• v.2 no.4
• /
• pp.28-39
• /
• 1998

The purpose of this study was to demonstrate the information sources according to the benefit segmentations of New kids' jeans wearing. The subject consisted of 392 adolescents in Seoul and Honsung area. For analysis of data, confirming factor analysis, correlations, stepwise regression analysis were applied. The results were as follow ; 1. The benefit segmentation dimensions of New kids' jeans wearing were brand royalty, personality, fashionality, and utility pursuit. 2. According to the correlations between the benefit segmentation and the information sources, brand royalty was positive correlation with all information sources. Similary, both personality and fashionality were positive correlation with market initiated and neutral information. The other hand. only utility was negative correlation with neutral information. 3. In influences of the information sources according to the benefit segmentations, market initiated information is high valued in personality, fashionality, utility, and brand royalty. Neutral information is high valued in fashionality.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.41 no.1
• /
• pp.43-59
• /
• 2017

This study used data from a survey of adult Korean women in their twenties to learn their current practices for wearing and purchasing tight-fit jeans available on the market as well as perceptions regarding size measurements and satisfaction levels. We then determined product sizes and pattern measurements for the type of jeans worn. This study also analyzed discrepancies in product size measurements among brands to determine whether the measurements were generally suitable for average body shapes and measurements of women in their twenties. The study results were as follows. First, the survey asked women in their twenties about current practices in wearing jeans. Many respondents answered that their preferred fit is "a perfectly snug fit" and that the most common fit style of jeans was the skinny fit. Second, we selected a test pair of jeans with an identical fiber content from brands that women prefer to wear, according to the survey results. We researched the product measurements of the size respectively labeled 27 inches for each of the 8 brands' test jeans; consequently, the results showed that there were significant differences among the brands in the product measurements of each part of jeans. Third, we analyzed the pattern measurements of 8 selected brands for each area and identified pattern characteristics by brand.

• Journal of the Korean Society of Costume
• /
• v.28
• /
• pp.225-237
• /
• 1996

The product evaluation and purchasing behavior of US brand jeans have been studied. The intrinsic and extrinsic cues are usually adopted to interpret the purchasing decison making processes. Among extrinsic cues price and brand name have been studied exten-sively but country-of-origin has not been examined in Korea. With the liberalization of retail industry foreign brands are aggressively penetrating in Korean pparel market. Since the penetration of imported apparel has increased tremendously lately the consumer attitude toward foreign produced clothing has great importance. The findings of the study were 1) Price was the most important among extrinsic cues ex-cept quality. Brand name was more important than store and country-of-origin. 2) The country image had significant influence to the preference as apparel production country. 3) The evaluation and willingness to buy of the jeans were greatly influenced by the be-havioral charcteristics of consumer variables. 4) The model to predict the willingness to buy of the jeans has been developed.

• Journal of the Korean Society of Costume
• /
• v.37
• /
• pp.191-209
• /
• 1998

The present study was made to contribute to thed improvement of the quality of jeans wear advertising, and to the establishment of more effective advertising policy by which the jeans wear advertisements can go well with the unique charateristics of jeans wear. The study analyzed the consumer's attitude and dimention of affective responses toward jeans wear advertisements by type of appeal. The research was implemented through the survery with a representative sample of 344 consumers residing in Seoul. Means, Standard Deviation, ANOVA, Duncan Test, Facor Analysis and Regression were imployed to analyze the data gathered. The results of the study are as follows : (1) There are four dimentions of affective responses toward jeans wear advertisements ; upbeat-activation dimention, erotic-activation dimention, calm-emotional dimention, negative emotional demention. (2) According to consumer's sex, there are significant differences in each dimention of their affective responses. Toward sex-appeal advertisements, men show high degree of affective responses in upbeat-activation dimen-sion and calm-emotional dimension. (3) There is a probability that non-sex-appeal advertisement covers wider range of consumer than sex-appeal advertisements. (4) There is no significant different in affective responses towards both sex-appeal and non-sex-appeal advertisement of jeans wear between and among sex·age and involvement level of consumer. (5) Men prefer sex-appeal advertisement to non-sex-appeal advertisement, while there is no significant differences between the attitude of female consumers toward sex-appeal adver-tisement and non-sex-appeal advertisement. (6) In particular, age of 15∼18 and 30∼35 group of female consumer show very positive attitude toward sex-appeal advertisement. Therefore, there is a need to segment female jeans wear market by age groups. (7) According to the age and the involvement level of consumers, there is a significant differences in their attitudes toward advertise-ment. In case of male consumers, group of low level involvement prefer sex-appeal advertise-ment to non-sex-appeal advertisement. While high level involvement group did not show any significant differences between the attitude toward sex-appeal advertisement and the attitude toward non-sex-appeal advertisement. And the age of 15∼24, low level involvement group of female consumers also more positive attitude toward sex-appeal advertisement than toward non-sex-appeal advertisements.

• Journal of the Korean Home Economics Association
• /
• v.46 no.5
• /
• pp.9-17
• /
• 2008

The present study was conducted to analyze high school students' attitudes toward jean brand counterfeits relative to their self-esteem and self-consciousness. The study was implemented through a normative-descriptive survey using questionnaire. The sample consisted of 605 high school students from 6 high schools located in Seoul. Data were analyzed by mean, cluster analysis, regression, ANOVA and Duncan's test. The results were as follows: (1) As a whole, the mean values of preference and purchasing intentions toward counterfeit jeans were 2.99 and 2.83, respectively, indicating a slightly low average on the 5-point Likert scale. The results indicated that 45.5% of respondents have more than one item of counterfeit jeans. (2) Differences were found in the level of self-esteem and public self-consciousness among the three groups, who were classified by the level of purchasing intention and preference toward counterfeit jeans. Among the three groups (high/middle/low), the group having low purchasing intention and preference toward counterfeit jeans showed higher self-esteem and public self-consciousness than the other two groups. (3)Regression analysis showed that the self-esteem and public self-consciousness of high school students have an impact on the amount of purchasing of counterfeit jeans. (4)In the process of developing effective policies against the jean brand counterfeits market, it should be fully considered that high school students' purchasing intentions regarding jean brand counterfeits are related to their self-consciousness. It could be said that the policies followed to eliminate counterfeits and to enhance the consumer ethics of high school students will be more effective when those policies are accompanied by efforts to form their sound self-consciousness, especially in the areas of self-esteem and public self-consciousness.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.28 no.910
• /
• pp.1273-1281
• /
• 2004

The primary purpose of this study is to suggest a new methodology for calibration of a continuous price response function and to compare the differences in the price response function with and without choice set information. Through the new methodology, the two-staged conjoint analysis, the continuous price response function far jeans market was calibrated. Three steps were required to complete the two-staged conjoint analysis. Step one provided respondents with both a written and a visual description of two different randomly selected styles and colors of denim jeans. In step two respondents were asked to choose the combination of attributes they intended to purchase. Based upon the literature review, these four attributes included: brand, style, price, and color. Respondents were required to assess their purchase intentions for 32 combinations by marking Yes if she/he would purchase a given combination and No if she/he would not purchase a given combination. This allowed for identification of each respondents choice set. Instructions in step three required respondents to rate each combination marked Yes on a scale of 1-100, with one as least likely to be purchased and 100 as most likely to be purchased. This value served as the dependent variable for estimating the parameters in the model. Furthermore, the empirical study shows that there is a difference in price response function with and without choice set information. Therefore, when one calibrates a price response function far a given brand, we can recommend to include choice set information in his/her research.

• The Research Journal of the Costume Culture
• /
• v.17 no.5
• /
• pp.878-885
• /
• 2009

The Y generation born between 1981 and 1995 is the largest consumer group in the United States. This study is to provide an insight of understanding Y generation's decision factors of purchasing Jeans and the fit issues. This study investigated their purchasing decisions factors, including fit, cost, brand, color, and the media/internet influences. It is revealed that the Y generation might have access to the internet, but they still rely more on their peers and savvy skills to decide what they purchase. They preferred to shop from the land based retail stores rather than the internet. The fit was the most important factor of their purchasing decision, but less concerns of the brand. In this study, 87% of them chose "fit" as the reason to buy a pair of jeans. Fit problems were related to the price category. This study suggests apparel manufacturers should understand Y generation's fit issues in the global market.