• Journal of the Korean Society of Costume
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• v.66 no.1
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• pp.90-107
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• 2016

The purpose of this study was to examine the fashion brand attitude of tweenagers, with a focus on brand awareness, image, identification and loyalty. The study analysed 541 fifth and sixth-grade students in Seoul elementary schools. Major statistical methods used for this study were Cronbach's alpha analysis, confirmatory factor analysis, and path analysis with SPSS 19.0 and AMOS 19.0. Brands selected for this study were "NIKE" and "BEANPOLE KIDS". The result of this study was as follows: First, the study showed that both "NIKE" and "BEANPOLE KIDS" had 4 significant routes from the research model. Brand awareness had influence on brand image; brand image had influence on brand identification and brand loyalty; and brand identification had influence on brand loyalty. Second, using the bootstrapping to verify the significance of the total effect and indirect effect, brand awareness had a significant indirect effect on brand identification and brand loyalty; brand awareness did not have any direct effect on brand identification and brand loyalty for both "NIKE" and "BEANPOLE KIDS". Also, the total effect of brand awareness on brand identification and brand loyalty was significant. The result of this study showed the development potential to the fashion companies targeting tweenagers.

• The Journal of the Korea Contents Association
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• v.21 no.8
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• pp.455-465
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• 2021

The current study investigated multiple dimensions of brand personality for kids' fashion brands according to the brand personality scale of Aaker (1997) through an online survey of 500 women in their 20s to 40s raising children. The extracted brand personality factors, such as sincerity, competence, and excitement, showed positive and direct effects on brand loyalty. However, while sincerity and excitement turned out to have indirect effects mediated by brand identification on brand loyalty, competence did not have significant indirect effect. However, as a result of examining the moderated mediating effect according to the child's gender on the brand personality's mediating effect, in case of daughters, the effect of competence was strengthened, whereas the effects of sincerity and excitement were turned out to be increased in case of sons.

• Journal of Fashion Business
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• v.2 no.4
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• pp.28-39
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• 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 Costume
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• v.66 no.7
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• pp.1-16
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• 2016

The purpose of this study was to examine the characteristics of conspicuous kids fashion and its intrinsic meaning as the popular trends of luxury product consumption expand into the area of kids' fashion. For methodologies, literature study was conducted along with empirical study. The literature study was based on various literatures and preceding studies, including books. The empirical materials used the internet photos, overseas kids fashion magazines, and free newspapers available on the basis of membership targeting the upper class. Conspicuous kids fashion refers to imported luxury kids brands, which signify higher status of the wearer due to the high prices and high quality. These brands were thrust into limelight amid the Wanna-Be Phenomenon, which resulted from the emergence of kids' fashion icons. Imported luxury brands launched the products in the form of brand line extensions. It promoted exhibition of vicarious consumption to show off the wealth and social prestige of parents. It came into prominence due to emotional consumption among kitty moms. Moreover, this study examined the intrinsic meaning of conspicuous kids fashion. The results showed components of conspicuous kids fashion, which was classified into the emphasis on outward appearance, consumption for vicarious satisfaction, inheritance of cultural capital, and network configuration.

• Journal of the Korean Society of Costume
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• v.61 no.6
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• pp.131-145
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• 2011

The purpose of this study is to provide preliminary data on strategies to create a domestic prestige brand based on Korean traditional designs. This study also deals with how to promote this brand around the world. The two points mentioned above will be accomplished by examining the characteristics of the brand '3.1 Phillip Lim' which succeeded in both design and marketing during a short period of time. The method of the study will be followed. Firstly, the basic design and philosophical background of Phillip Lim was investigated, after reviewing the global luxury market and current status of overseas expansion of Korean designers through paper study and antecedent workups. Secondly, for the practical stage, design characteristics and marketing strategies were reviewed with the collections of '3.1 Phillip Lim'. Three factors found in '3.1 Phillip Lim's design success are as follows: First, practical and simple designs using fabrics of high quality. Second, handcraft elements and interesting details that differentiates his design identity. Third, femininity expressed in the feminine silhouette and color. The marketing elements that made '3.1 Phillip Lim' as a successful brand are: First, differentiated positioning as a luxurious contemporary brand. Second, brand promotion through various collaborations. Third, the gradual expansion of women's, men's, kids' apparel to accessory, lingerie and the stable flagship stores. Thus, '3.1 Phillip Lim' has combined modern and classic styles using high quality fabrics and practical designs with unique details. Through it's differentiated marketing strategy targeting New York's market, which prefers popular 'luxury contemporary brand's rather than high-end luxury brands, this brand's creativity and commercial aspects contributed to make '3.1 Phillip Lim' into a luxury brand that represents New York fashion. Korean designers who seek to enter the global fashion industry should consider applying Korean traditional designs on global designs to make favorable products and localize these products according to regional characteristics.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.1
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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.

• Journal of the Korean Society of Costume
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• v.66 no.3
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• pp.121-134
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• 2016

The purpose of this study is to explore the effectiveness of marketing strategies of children's clothing line for global SPA brands among Korean consumers. The following factors were evaluated as the dependent variables: benefits sought, store attributes, and brand loyalty. We employed a survey method to test our research questions. The subjects of our survey were mothers with preschool kids between 2 and 7 years who had purchase experiences of children's clothing lines of global SPA brands. The major findings are as follows: First, among the three factors of benefits sought ('trend'/'brand value'/'practicality'), the 'trend' factor only positively impacted the 'product' factor, which is part of the store attributes. 'Practicality' and 'trend' factors had a positive effect on the 'service' factor of store attributes. However, all three factors of benefits sought had no impact on the 'store' factor, and 'practicality' and 'trend' factors had positive effects on the price factor of store attributes. Second, 'practicality' and 'trend' factors among the three factors of benefits sought, had positive effects on brand loyalty. Third, the 'product', 'price', 'store', and 'service' factors had a significant positive effect on brand loyalty in decreasing order. Suggestions from our results for national SPA brands are as follows: National SPA children's clothing lines should focus more on unique designs and unique marketing strategies better reflecting Korean consumers' interest and needs in competing with their global counterparts.

• Journal of the Korean Society of Fashion and Beauty
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• v.4 no.3 s.9
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• pp.50-57
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• 2006

The purpose of this study is to scrutinize Internet sites which recently promote and sell Hanbok products online and to compare and analyze the formation and management conditions of those by types. One hundred thirty well-known Internet sites related to Hanbok products were studied on the formation and management conditions. The elements of Hanbok products, sales, promotion, and customer service were also discussed as details. In this study, those Internet sites were divided into six categories; private Hanbok designer sites, famous Hanbok brand sites, Hanbok specialized shopping mall sites, Hanbok rental sites, general and specialized Hanbok sites, and Hanbok information sites. The results of this study are as follows. First, the sites of private Hanbok designers and famous Hanbok brands are un for the purpose of promoting rather than selling its products. Second, the object of operating Hanbok specialized shopping mall sites is to sell its products via the Internet with practical Hanbok and kids Hanbok as the central items. These sites are fairly well organized. They show various items and provide information on descriptions, prices, and sizes of its products and offer customer service for sales. Third, custom-made Hanbok is also available alongside of Hanbok rentals on Hanbok rental sites. There are two kinds of rentals, door-to-door rental and online rental and customers normally rent traditional Hanbok for their needs. Fourth, products are sold in the order of kids Hanbok, practical Hanbok, Hanbok accessories, and traditional Hanbok on the general and specialized Hanbok sites. Finally, Hanbok information sites furnish various information on Hanbok and provide link services through making partnerships with other Hanbok cooperations.