• 유통과학연구
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• 제12권12호
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• pp.107-118
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• 2014

Purpose - Due to the recent slowdown of growth in global luxury brands, which have been an engine of our domestic fashion market growth, there is an increasing need to develop a global market for domestic high-priced fashion brands. In spite of the large scale of trade between Korea and China with respect to fashion products, current trade concentrates on middle- and low-priced products rather than high-priced products. Diversification of the trade between Korea and China in terms of the price levels of trade products is needed. An understanding of Chinese consumption values and purchase intentions for luxury fashion brands will be very helpful for the establishment of strategies with the aim of increasing the level of trade with regard to high-priced fashion products. Therefore, the study aimed to identify the differences in the clothing consumption values of South Korean and Chinese women in their 20s, especially with reference to how those values affect their preference and purchase intention for luxury fashion brands. Research design, data, methodology - The study was implemented through a descriptive survey method using a self-administered questionnaire. The sample consisted of 283 Korean and 306 Chinese women in their 20s, residing in Seoul, Beijing, Guangzhou, and Shanghai. Data were collected from March 3 to 15, 2014. A total of 589 completed responses were analyzed. Data were analyzed by factor analysis, t-test, and multiple regression analysis. Results - Fivefactors for clothing consumption values were formulated: conspicuous/social value, fashionability value, personality expression value, hedonic value, and practical value. There were significant differences between Korean and Chinese consumers in clothing consumption values (except social value), preference, and purchase intention for luxury fashion brands. With regard to clothing consumption values, Chinese women attached more importance to fashionability value, personality expression value, hedonic value, and practical value than South Korean women. In addition, Chinese women's preference and purchase intention for luxury fashion brands were higher than South Korean women's. Second, in the case of South Korean women, social value, practical value, and fashionability value had positive effects on preferences for luxury fashion brands, while attractive/personality expression value and hedonic value had no influence. In contrast, in the case of Chinese women, social value and fashionability value had positive effects on preference for the luxury fashion brands. Third, in the case of South Korean women, social value and practical value had positive effects on purchase intentions for luxury fashion brands. In contrast, in the case of Chinese women, social value, personality expression value, and fashionability value had positive effects on purchase intention for luxury fashion brands. Conclusions - Considering the findings of the study, it is clear that differentiated marketing strategies are needed for luxury fashion brand markets in Korea and China. The results of the study could provide useful information that will help increase the effectiveness of luxury fashion brand marketing strategies in Korea and China.

• 한국의류학회지
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• 제39권2호
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• pp.175-189
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• 2015

This study empirically confirmed how an art infusion into fashion products affect consumer's preference through Study 1 and Study 2. Study 1 examined the effect of an art infusion and the difference of an art infusion effect according to self-monitoring scale by designing groups composed of 2 (art infusion: infusion versus non-infusion) ${\times}2$ (self-monitoring: high versus low). Study 2 examined the difference of an art infusion effect according to the luxury level of fashion brands by designing groups composed of 2 (art infusion: infused versus non-infused) ${\times}2$ (fashion brand luxury levels: high versus mid versus low). This study was conducted using a convenience sample of women in their 20s and 30s residing in the Seoul and Daegu region. In Study 1, 162 participants were randomly assigned to two experiment situations of art infusion. In Study 2, 192 participants were randomly assigned to six experiment situations of art infusion and luxury level of fashion brands. For the data analysis, we conducted reliability analysis, two-way ANOVA and simple main effect analysis using SPSS 18.0 statistics package. The results of Study 1 and 2 are as follows. First, consumer's preference was shown to be higher for fashion products with art infusion rather than fashion products without art infusion. Second, the positive effect of art infusion on consumer's preference was significant in the group of high selfmonitors. But there was a non-significant effect of art infusion in the group of low self-monitors. Lastly, the positive effect of art infusion on consumer's preference is higher in the case of a mid-level luxury brand rather than in the case of a high-level luxury brand and low-level luxury brand.

• 복식문화연구
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• 제20권5호
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• pp.695-708
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• 2012

This study researched consumers' awareness regarding the commercialization of Korean traditional culture through various channels or products. A survey was administered to consumers in the Gyeonggi region(n=322) from June to August 2012. Differences in the importance placed on, and preferences for, attributes of Korean traditional fashion textile and Korean traditional patterns were analyzed according to consumer characteristics. Research results showed that the factors allowing recognition of Korean traditional textile in clothing and fashion accessories were color, pattern, and textile type, in the respective order. Overall, consumers generally perceived higher importance in using the factors of Korean traditional textile in clothing than in fashion accessories. Preferences for Korean traditional patterns differed according to the type of fashion item, i.e., clothing or fashion accessories, and also according to the age and gender of the consumer. Women generally showed a tendency to place higher value on Korean traditional patterns than men. The degree of preference was higher, as well. However, only a minor difference was seen according to pattern type. Women showed a higher preference for plant patterns, literal patterns, and geometric patterns compared with men. The preferred type of traditional pattern was also different according to age. Consumers in their 20s and 40s presented a higher preference for Korean traditional colors when compared with the 30s group. On the other hand, the preference for Korean traditional patterns was higher among consumers in their 40s than those in their 20s or 30s. The results of this study show that the awareness of consumers regarding Korean traditional textile reflected in clothing and fashion accessories differs according to gender or age. Thus, this implies the need to consider the differences in perceived importance and preferences among target consumer groups to develop various fashion products that use Korean traditional fashion textile.

• 복식문화연구
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• 제24권3호
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• pp.324-335
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• 2016

The fashion product image preference changes depending on one's lifestyle and personal inclination. Women want to show the fashion product image preference, often through their clothing and makeup choices. Brand image includes those elements related to the brand. Advertising is the primary method for introducing brands. This study was conducted to investigate the effects of fashion product image preference on emphasis of brand image and advertising factor evaluation targeting working women in their 20s and 30s. The fashion product image preference was s sophisticated image. Preference for a sophisticated image has a significant effect on emphasis of brand image when selecting fashion products. Emphasis of brand image has a notable effect on the brand direct advertising factor evaluation. Fashion product image preference has a significant effect on both brand's direct and indirect advertising factor evaluation. When selecting a fashion product (clothing and cosmetics), brand image importance was found to have a positive effect on a brand's direct advertising factor evaluation. Therefore, fashion companies should take advantage of their brand logo. Companies should also pay attention to clothing and product containers used in advertising to show the brand. In addition, every company should create an advertising image that represents their overall brand, by using a combination of detailed advertising factor evaluation.

• 한국의상디자인학회지
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• 제17권1호
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• pp.131-140
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• 2015

After drawing the sensory images from the color green, the difference of sensory images and the difference of the color green according to demographic characteristics and which factors affect the preference have been analysed. The thirty six-photos of 2013 women fashion show on the STYLE.COM were used for the stimuli of green colour fashion for the questionnaire. The people surveyed were adults in their 20s to 50s. The 123 copies of the questionnaire were used for the statistical analysis of this study. Factor analysis, Cronbach's ${\alpha}$ test, t-test, ANOVA, Duncan test and Regression analysis test were carried out by SPSS 19 for the statistical analysis of collected data. The results were as follows. The sensory images of green fashion were drawn in six types. The sensory images of green fashion according to demographic characteristics showed a significant difference depending on martial status, age, monthly income and occupation. The preference of green colour fashion according to demographic characteristics showed a significant difference depending on sex, age, monthly income, occupation. The variables affecting the preference of green fashion were identified as four types, and the most affecting variable to the preference was the favorable and familiar factor. These research results will become available on selecting the target customer and making the marketing differentiation strategy when planning fashion products.

• 한국의상디자인학회지
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• 제21권4호
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• pp.139-152
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• 2019

This study aims to find out the influence of brand awareness and preference of collaboration products created by SPA and luxury brands using specific examples of collaborations, which are now becoming prevelent in the fashion industry. For this study, data collection was carried out through a distribution of 350 copies of the questionnaire, 333 responses were used for data analysis. Using a statistical package program with SPSS, a frequency analysis, a factor analysis, and a multiple regression analysis were conducted. The results of this study are summarized as follows. Awareness and preferences of the SPA and luxury brands lead collaboration products to be preferred. In addition, consumers happen to have more favorable attitudes regarding the purchase of collaboration products. This means that matching brands with high preference is a very important factor to create profits from the collaboration products as awareness and the preference are important factors for the success of projects. In particular, the recognition and preference of luxury brands was found to have greater impact on the preference and recognition of collaboration the SPA brands. Accordingly, brands should expand and actively collaborate through a variety of methods and support proper collaborations that fit their image.

• International Journal of Costume and Fashion
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• 제6권2호
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• pp.11-27
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• 2006

The purpose of this study is to develop highly valued fashion cultural items using Korean face and human images to enhance global competition. The methods of this study include: historical study on the face/human images which appear on the dress; design by stage according to Lamb & Kallal's apparel design process; development of products using digital textile printing technology; and case study by objective evaluation through Grant's alpha-beta model. The procedure and the results of this study are as follows: First, in the problem identification stage, the need to develop fashion cultural products of Korean face/human images which are symbolic, aesthetic, and functional was recognized in order to enhance global competition. Second, in the preliminary idea stage, the fashion cultural products and the components that meet the above 3 standards for design were determined and first design was drawn up. The source of the design was extrapolated from face/human images, which appeared on the murals of the ancient Korea, the portraits and custom paintings from the Chosun Dynasty. From these images, a total of 7 design series of T-shirts with an "ULGUL" logo, scarves, and artwalls were developed using "obangsaek" which are five Korean traditional colors including red, blue, black. white, and yellow on cottons and silks. Third, in the design refinement stage, based on the preference survey, more varying design methods were used to develop 25 new designs. Fourth, in prototype development stage, based on the preference survey conducted on fashion professionals and general public from the previous stage, which showed preference for T-shirts and scarves, 3 designs on T-shirts and 2 designs on scarves were printed and produced using the DTP (Digital Textile Printing). Fifth, in the evaluation stage, Grant's alpha-beta model was used to perform comparative evaluation on the symbolic, aesthetic, and functional criteria of the new designs over the existing ones. The new designs received excellent results in all three criteria and a special recognition was given to symbolism of the new designs.

• 패션비즈니스
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• 제22권1호
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• pp.41-55
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• 2018

The purpose of this study was to investigate the trends of product design for textile convergence wearable smart textile fashion products according to college students' fashion life style. In this study, we used information obtained from a questionnaire issued to 201 female college students who were 20 years old for the final analysis. The questionnaires were to classify female college students groups according to the fashion life style, to examine characteristics, needs and wants of each group. The survey on the tendency of wearable smart textiles consisted of 22 items about concept and type of smart clothing product, functional material and intelligent material, recognition, preference, purchase intention, purchase factor and brand preference tendency. A total of 201 samples were analyzed by factor analysis, cluster analysis, ANOVA, crosstabs and $x^2-test$ using SPSS package program. 'brand preference oriented type was found to be interested in 'wearable' smart clothing product with monitoring function of bio-signal' and 'high functional fiber and textile product', but the credibility of 'smart clothes that can be worn and smart textile products to be useful in modern life' was low. 'fashionable individuality oriented' type showed interest in 'smart clothing and smart product', 'intelligent fiber' and 'wearable smart clothing product with monitoring function of bio-signal', but the preferences of 'light emitting fiber products' was low. 'practically purchasing-oriented' type was very interested in 'high-functional fiber and its textile products', but had inadequate knowledge on 'smart clothing and smart textile product' and showed low interest. Despite the fact that 'wearable smart clothing and smart textile products' are expensive, they were willing to purchase considering practicality and sophisticated style.

• 한국의상디자인학회지
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• 제25권2호
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• pp.97-110
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• 2023

The purpose of this study is to develop 3D pattern textile design of traditional Jogakbo motifs and fashion products using it. As a research method, first, through literature review, the three-dimensional representation of geometry on a plane with Jogakbo, design cases were examined. Second, through a survey, the purchase perception and design preference of Jogakbo cultural products was analyzed. Third, based on the results of the survey on color and print, the 3D pattern design for each type of Jogakbo is printed, and then textile fashion cultural products were developed. The results of this study are as follows. First, the reason why the public was not attracted to the purchase of cultural products was disatisfaction with practicality, unsuitable preference, price adequacy, aesthetics, and originality. Therefore, it was analyzed that quality, practicality, price, carry-on storage harmony and manageability, as well as aesthetic design were important factors for consumers. Second, the stereoscopic space on the plane expanded the two-dimensional plane space by forming a cube through the division and dissolution of geometry could be visualized using color expression of cubes of different brightness depending on the direction of light. Third, Jogakbo had eight types consisting of four detailed forms and three arrangement methods. The 3D pattern design could be developed through regular disolution and stereoscopic construction using Jogakbo's representative images for each type. In addition, it was found that it was easy to produce Jogakbo fashion products suitable for modern people through 3D pattern digital textile printing applying traditional colors.

• 복식문화연구
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• 제23권3호
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• pp.353-367
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• 2015

This study analyzed consumers' awareness, preference levels, and effect expectations in relation to fashion art marketing according to the types of such marketing (collaboration between fashion and art in fashion products, called product collaboration; sponsorship for art foundation; artist sponsorship; collaboration for the design of a space/store/display; ad/promotional film collaboration). The study also investigated the influence of consumers' attitudes toward fashion art marketing with respect to purchase intention. The study was implemented through a descriptive survey method. The sample consisted of 342 men and women between the ages of 20 and 45. The data were analyzed by factor analysis, one-way ANOVA, and multiple regression analysis. The results revealed that there are significant differences in consumers' awareness and effect expectations in relation to fashion art marketing according to the types of fashion art marketing activities. While no differences were found in preference levels according to the type of fashion art marketing, all the types of art marketing showed overall high levels of preference. The collaboration between fashion and art in fashion products, which had the highest awareness, also showed the highest expected effect. In all the types of fashion art marketing, consumers' attitudes had a significant influence on purchase intention. In cases of sponsorship for an art foundation, artist sponsorship, collaboration for the design of a space/store/display, and ad/promotional films, consumers' effect expectations had the most significant influence on purchase intention, followed by preference and awareness level. These results could be used to provide appropriate proposals to fashion brands when they plan to set up an art marketing strategy.