• Fashion & Textile Research Journal
• /
• v.13 no.5
• /
• pp.705-716
• /
• 2011

The purpose of this study was to investigate salesperson's perception of fashion company in the middle management system of department store. This study was conducted by a qualitative research method. An in-depth interview was managed to 14 fashion shop managers and salesperson who have three or more years of work experience at the department store. Interview details were classified three categories: relations with fashion company and others, concern with products supply, concern with products sales. First, the positive factors on relations with fashion company are mutual trust, stability of fashion company, coordination and consideration for shop, communication with fashion company, methodical IT system, methodical education, and social gathering support. The negative factors are unilateral breach of contract from fashion company, communication problem, gap between sales status in shop and product design in fashion company, lack of professional education, difficulty of participating in education, and inadequate employee benefits. Second, the positive factor on products supply is priority of products supply. The negative factors are lack of main items, product procurement lacking rapidity, and problem of securing a supply. Third, the positive factors on products sales are brand pride, display and information support about products, and free gift support. The negative factors are unfair selling commission policy, sales pressure, and excessive responsibility.

• Journal of the Korean Home Economics Association
• /
• v.48 no.3
• /
• pp.15-30
• /
• 2010

The objective of this study is to identify the relationship quality and relationship benefit, which has greater explanatory power in predicting fashion consumers' future loyalty. This study is particularly interested in the different explanatory power of each relationship quality with various relationship partners of fashion consumers. The participants were 507 female consumers over 20 years old and they responed questionnaire. The result showed that relationship quality types and relationship benefits having greater explanatory power in predicting consumers' loyal relationship intention varied with multi-loyal relations. Consumers' intention to be loyal to an apparel brand and apparel company was more explained by self attachment than by any other relationship quality types, whereas the intention to be loyal to specific department store was predicted by low involved relationship quality types such as habitual alternative and compensational bind. Trusted intimacy was the only relationship quality type that was significant in predicting consumers' intention to be loyal to salesperson in the future. Among relationship benefits, the influence of convenience benefit was significant in predicting consumers' future loyalty in most relations.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.15 no.3
• /
• pp.119-135
• /
• 2013

The purpose of this study was to investigate the relationship between consumption values of preschooler clothing and purchasing satisfaction, company brand loyalty and involvement of preschooler clothing with the mothers of preschoolers. An online survey was adapted as methodology of this study. The collected 323 questionnaires were collected and statistically analyzed. The nine consumption value of preschooler clothing(vicarious satisfaction value, social value, functional value, convenient value, economic value, coordination value, aesthetic value, distinctive value, and fashionable value) resulted from the analysis of survey. Purchasing satisfaction, company brand loyalty, involvement of preschooler clothing was Uni-dimensional. Statistical analysis was performed with frequency analysis, descriptive statistics, exploratory factor analysis, multi-group analysis, confirmatory factor analysis, bivariate correlation analysis, distribution, structural equation, cluster analysis, independent sample t-test, one-way analysis of variance. The results of this study are as follows. In the consumption value of preschooler clothing influencing on the purchasing satisfaction was evaluated depending on the involvement of preschooler clothing group (high-involvement group, low-involvement group). In the low-involvement group, the most significant consumption value of preschooler clothing are economic value, convenient value, social value in order of importance; though in the high-involvement group, aesthetic value, social value, economic value in order of importance. Also the brand royalty was more affected by the purchasing satisfaction in the high-involvement group than in the low-involvement group. In conclusion, the relations of consumption value of preschooler clothing with purchasing satisfaction, company brand loyalty, involvement of preschooler clothing was established in study. The significances of this study is to provide the market segmentation strategy depending on the characteristics of preschooler clothing consumers and establish the information and direction to increase the company brand royalty and purchasing satisfaction.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.25 no.2
• /
• pp.17-29
• /
• 2023

The digital environment, which has been rapidly developing since the beginning of the 21^st century, has become more specific due to COVID-19, and marketing strategies are rapidly changing to suit purchasing activities of Generation MZ, whose online purchases are becoming the center of their lives. A public relations agency is generally responsible for all aspects of making a client's product or service visible to the public through various forms of media. Among them, a company that performs only fashion-related tasks is called a "fashion PR agency". Now, the fashion industry is also centered on the e-commerce environment, and various digital marketing strategies have been developed and directly related to sales. This study examined the current status of online media and digital marketing, analyzes the aspects of fashion brand promotion strategies and methods in the e-commerce era, focusing on the work of fashion PR agencies, and suggests the direction of new online and offline promotion methods based on marketing and technological aspects. As a result of the study, first, theories on strategies for online media and digital marketing were examined, and found that the amount of online promotion has recently increased and become more specialized. Second, this study examines the concept of fashion PR agencies and analyzed their main tasks through interviews with fashion PR professionals. Third, based on successful online fashion promotion cases, the study analyzed fashion promotion strategies and methods that are being integrated online and offline in the e-commerce era. The main methods included SNS strategy, content strategy, performance strategy, influencer strategy, and event strategy, and it is suggested that integrated management is necessary for consistent brand image management, and an IMC (Integrated Marketing Communication) strategy, which intensively manages all strategies, should be employed.

• Journal of Distribution Research
• /
• v.10 no.2
• /
• pp.73-97
• /
• 2005

The importance of emotional factors like as product aesthetics, branding strategies and service quality is increasing in today's marketplace. At the point of fashion product purchases, emotional factor is mainly related to personal selling. Rasearches related to job aptitudity of fashion salesperson are necessary as their role becoming more serious. This study was designed (1) to determine factors of job aptitudity of fashion salesperson; and (2) to examine relations between job aptitudity of fashion salesperson and other variables: demographics, job statistics, fashion involvement fashion innovativeness, ongoing information searching and job satisfaction. As a result, job aptitudty of fashion salesperson was determined into six dimensions by factor analysis: product knowledge, professionalism, involvement to the present profession, marketing cooperator, customer orientation and self management. Marketing cooperator and product knowledge was relatively !ow compared to other aptitudity factors. This finding suggests that the special education programs including textile/fashion product knowledge and value of field information for fashion salesperson is needed to enhance the integrated fashion marketing. The job aptitudity of salesperson was correlated with fashion involvement, fashion innovativeness, ongoing information searching, and job satisfaction. The job aptitudity-related scales which showed significant relation to job aptitudity in this study could be used as the index to examine the job aptitudity of potential employees of fashion retail company.

• Archives of design research
• /
• v.20
• /
• pp.1-10
• /
• 1997

In 1990s with the increasing of consumers' standard of life and change of life style, there has been an increase of import from overseas license brands and a new participation of big enterprises, as well as small and medium enterprises in local fashion market. As a leading fashion company with a long tradition and technique, the INDIAN brand of Sejung Inc. needs to establish a new image to preoccupy relative superiorty in the competition with other brands and satisfy future consumers in the present situation of 1990s. Therefore, for developing of its image, we made an investigation of three-dimentional marketing about business environment, and after setting up the B.I concept, we initiated to express a visual image. Through a made-up question after the completion of those works, we decided our logo mark and completed the entire design system, including the basic and applied elements of main design items of INDIAN B.I Finally, to maximize the effect of the brand identity, it is necessary for us to keep the principles in making the shape of design, to take care of them thoroughly, to make all the members' thinking and behavior unite concerned with the brand, and to execute continuous educational programs for practice of B.I. conciousness with the public relations when B.I. will be appeared on the market.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.4 no.1
• /
• pp.111-130
• /
• 2002

This study performed a structural questionnaire survey and non-structural interview of the ladies apparel manufacturers in Daegu on the qualification for the employees, skills required for job performance, job training, automatic manufacturing systems, and the use of computer. The results are as follows. 1. Almost all of the apparel manufacturing systems were Pair System, except one Line System in one company. In terms of outsourcing, most of the manufacturers answered “yes,” and in 1998 the outsourcing process was sewing, but in the year 2002, outsourcing has been increased :12 manufacturers(57.1%) outsourcing most of the processes except patterning, 3(14.3%) outsourcing the finish of sewing. 2. The workforce of 1998 and that of 2002 shows a significant difference(P＜. 01) between office work and management. The number of office workers has decreased from 15 down to 5.3 people. On the other hand, that of the management has slightly increased from 5.3 to 9.2 people. The number of the manual workers has decreased from 32.2 to 28.7 people. And the number of tailoring and patterning workers has slightly decreased, but the number has increased in sewing from 3.7 to 7.0 people. 3. The wage of an employee shows a significant difference between a sewing assistant(P＜. 01) and a production manager(P＜. 05), and the wage of a sewing assistant, in particular, has slightly raised from ￦905,000 to ￦1,054,000. 4. The qualifications required of employees are “cooperative human relations”(30.8％), “diligence,” and “ability for job analysis”(26.9％), and “positive thinking” (15.4％) in 1998, and “ability for job analysis”(38.5％), “cooperative human relations”(34.6％), and “positive thinking” (15.4％) in 2002. The areas for job openings are significantly different(P＜. 01) depending on the year. Job openings in the design section has increased from 1(3.8％) to 16 manufacturers (61.5％), and decreased in tailoring section from 22(84.6％) to 2 manufacturers(7.7％). Job openings in the sewing section have increased form 2(7.7％) to 6 manufacturers (23.1％). In terms of sex of the employees, there is a significant difference(P＜. 001). 19 companies(73.1％) wanted “male” in 1998, but 8 companies(30.8％) answered that they want “female” and 17 companies(65.4％) answered that “it does not matter.” About the educational background, there was a significant difference between the years. The number of the companies that want junior college graduates with an associate degree has increased(15 companies(57.7％). There was a significant difference(P＜. 05) in major of the employee. The number of the companies that want fashion majors has increased from 5(19.2％) to 20(76.9％). 5. In terms of job skills required, there was no significant difference. In 1998, “production skills” (46.2％) and “ability for job analysis” (26.9％) were required, and in 2002, “ability for job analysis” (42.3％) and “emotional skills” (26.9％). 6. In regard to training for job skills, “fashion professional training” has slightly decreased from 65.4％ in 1998 to 46.2％ in 2002, however, “training for job analysis” has slightly increased from 30.8％ in 1998 to 46.2％ in 2002, which indicates the fact that “fashion professional training” and “ability for job analysis” have been emphasized. 7. The number of the manufacturers purchased apparel CAD has increased from 1(3.8％) to 3(11.5％), and the number of the manufacturers that have no plan for purchase has increased from 16(61.5％) in 1998 to 15(57.7％), still taking up a big proportion. 8. About the use of computers in manufacturing, there is a significant difference(P＜. 05). The number of the manufacturers using computer has increased from 5(19.2％) to 15(57.7％) and that of the manufacturers which do not use computers has decreased from 17(57.7％) to 8(30.8％). 9. In the interviews with the owners of the manufacturers, they pointed that schools should give more weight on practical training courses, the invitation of experts in the specific field, complex production systems, training courses for sewing, field trip courses, and furthering specialty education, personality and vocational education.