• Journal of Fashion Business
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• v.14 no.3
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• pp.35-51
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• 2010

This study aims at providing data for establishing a marketing strategy which can enhance the competitiveness of Korea domestic SPA(Specialty Store Retailer of Private Label Apparel) Brands by suggesting countermeasure strategy through the observation and analysis for SPA Brands, under the current circumstance in which the systematic and scholastic discussion for the matter, is lack, despite the diastrophism in fashion industry is prospected according to the rapid growth of Global SPA Brands. For this purpose, the characteristic and current status of Global SPA Brands is examined, and the main cause of growth is analyzed by approaching to their marketing characteristic, in this study. In relation with this situation, this study suggests the provisions as below, which are drawn from the analysis on Global SPA Brands' marketing strategy, so that Korea domestic SPA Brands could achieve successive performance under fierce competition. First, to be a competitive SPA Brands a business should be able to supply products with frequent product turnover by an interval level of one week or so, the existent product planning by seasons, as a business obtains various swift informations on consumers' demand with R&D center foundation. Secondly, SPA Brands should establish a strategy that a business can create high net profit by inventory management which enables lowering inventory ratio remarkably, and a strategy for innovative product supply by small quantity batch production, along with founding a high technological logistics system. Third, SPA Brands should establish a strategy for primary cost reduction by overseas dispersed outsourcing in order to enable diverse product development and rational price setting. Fourth, fashion marketers should establish also a strategy for communication by which brand image can be delivered effectively, by firming the brand identity and by informing product characteristic and customer service totally, with the method of VMD and flagship store. Additionary, fashion marketers also should establish a strategy by developing mobile application which can provide brand image and diverse other fashion related information.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.4
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• pp.129-142
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• 2013

Fabrics created unique features through the change in various ways depending on the elements including fabric structure, threads, thickness, weaving, patterns and processing. This study examined the difference between texture and image depending on components of fabrics. In order to understand the trend of components of fabrics, the actual components of fabrics was analyzed by year, using the women's apparel trend books, Nelly Rodi Fabrics and Promostyl Fabrics. This study analyzed Spring/Summer season and Fall/Winter season from 2002 to 2012. Frequency analysis, cross-tabulation analysis, multiple response cross tabulation analysis were implemented using SPSS 18.0. The followings are the analysis results. For fabric composition, Spring/Summer season used cotton fabric the most. Cotton fabric accounted for relatively high usage in 2005, 2007 and 2008. Fall/Winter season used wool the most in 2002, 2003, 2004 and 2005. In case of fiber blend by fabric composition, cotton was blended with other fibers in Spring/Summer season except wool. The fiber blending ratio of wool was the highest in Fall/Winter season. Wool was blended in most fabrics. More than two patterns were mixed for fabric patterns. The fabric patterns were applied the most in 2012. For fabric processing, the fabrics by sensitivity-functional processing were continuously used every year and the surface finish showed relatively high usage in 2002 and 2011. In conclusion, this study will build the systematic data for 11 years including fabric trends in the past. It can improve specialization, systematization and efficiency in fabric planning.

• Journal of the Korean Society of Costume
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• v.57 no.4 s.113
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• pp.9-17
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• 2007

Somatotype is human body shape and physique type which can be classified not only by the size, but also by the shape or posture of the body. Postural variations in the alignment of the back, shoulder, and neck can have an adverse effect on the fit of garments designed to hang from the shoulders. There have been some previous studies about the lateral upper torso by analyzing photographic measurements. In this study, 3D body scan images were used to classify the side somatotype of upper lateral method even though they are major data in the classification of upper torso. This study focused on following objective.; 1) To apply new and developing technology into the apparel industry analyzing 3D body scan images. 2) To classify upper laterla torso using the data through the new improver technology, 3D body scanner. 3) To propose basic materials for well fitted garments for each type of figure. The test subjects for this study were two hundreds nine female aged 19 years and up who were recruited in Cornell university body scan research team. Seventeen Variables(12 angles, 5 lengths) out of 3D body scan data were measured based on these landmarks and applied to analyze. The result of factor analysis indicated that 6 factors were extracted through factor analysis and orthogonal rotation by the method of Varimax and those factors comprise 62.5% of total variance. And the somatotype of upper body is classified into 3 types of figures according to cluster analysis; Bent forward posture, Straight posture, Swayback posture. Future study could be addressed about the somatotype of body by the age group based on the large database with wide variety of age.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.6 s.165
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• pp.879-891
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• 2007

Forecasting is a critical task for fashion companies because of continuous change in fashion and long process lead-time. Therefore, it is of great importance for both scholars and companies to understand how forecasted fashion styles are accepted by consumers. This research aimed to investigate consumer acceptance of fashion styles in Korea. The study examined and compared oversea collections of women's wear to the street fashion in Korea for seven seasons from 02 s/s to 05 s/s. Information on oversea collections were obtained from the magazine, Fashion Show, and the street fashion information from Seoul Fashion Design Center. The results showed that overall trends presented in oversea collections have been well accepted, while acceptance of specific styles or items varied. During the period of this research, sporty style and feminine style were very strong in the street fashion. Many styles and items were modified and selectively accepted probably because of cultural differences and limitations of mass production. Some styles which were presented in oversea collections were not accepted in Korea, and at the same time some cases were observed only in the street fashion in Korea. The results of this study provide guidelines for Korean apparel companies in merchandise planning and empirical findings to deepen the understanding on Korean society with respect to fashion.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.12
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• pp.1915-1926
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• 2008

Although we know that images of a country or an industry are influential factors in product evaluation, there has been little discussion about the channels through which consumers form a country or an industry image. Guided by the assumption that the image of the Korean fashion industry conveyed through U.S. media will likely affect the evaluation of Korean fashion products, we decided to examine articles published between January 1998 and June 2008 in Woman's Wear Daily(WWD), a prestigious U.S. daily trade newspaper covering all aspects of the national and international fashion business. By using the "Korean", we found 329 relevant articles. Through content analysis, we identified the aspects of the Korean fashion industry that have been considered salient to U.S. fashion media professionals. We set up categories based on the contents of the articles that discussed segments of the supply chain of the fashion industry. We found more comments on the Korean fashion industry as fiber and fabrics supplier or apparel manufacturer than in any other categories, which reflects that South Korea has been traditionally one of the most attractive sourcing countries for the U.S. fashion business. We identified significantly less coverage on the designing, branding, marketing, and retailing aspects of the Korean fashion industry. Due to economic boom in Korea, the country's fashion industry is recognized as having a highly fashion-conscious market that can afford the world's premium brands. However, the industry is viewed as being rather vulnerable to changes in the macro economic environment.

• Journal of the Korean Society of Costume
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• v.33
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• pp.105-115
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• 1997

The fashion clothing market is changing due to the appearance of new consumer group. And the import of foreign brand clothing is highly increasing. The purpose of this study is to help the domestic apparel companies set better market-ing strategy by studying the relation between fashion ivolvement and the purchase be-havior of foreign brand clothing. Subjects were 498 new generation women living Seoul metropolitan area. Data were obtained by questionnaire and analyzed by SPSS package. The main findings of this study are as follows; 1. The result of factor-analysis of the fashion involvement's variables were classified into 8 factors. 2. Consumer's main purpose of buying new clothes were To coordinate clothes with each other' 3. Consumers evaluated every clothing factors: color fit etc of foreign brand very highly except the price. 4. The factor that consumers consider most when choosing clothes is color design fit de-tail texture and brand knowledge in order. 5. the advertizing method that consumers care the most was shop and window display. 6. 'Because design and color are good' were the most important factor as motive of buying foreign brand clothing. 7. Most consumers still bought domestic brand clothing. 7. Most consumers still bought domestic brand clothing. 8. Monthly income and purchase of foreign brand were positively related 9. All variables 2of fashion involment were positively related with the purchase of foreign brand 10. Consumers with higher monthly income did not care much about 'Weather or occasion' when buying clothes. And consumers living in Kangnam(compared with consumers linving in Kangbuk) cared more about personality and bought more foreign brand. 'Social and econ-omic status' were highly related with monthly income residence and purchase of foreign brand clothing 11. Older consumers cared more about color figure texture and fit than younger con-sumer. Monthly income were positively re-lated with design color and figure. Residence were highly related with color and figure. Pur-chase of foreign brand clothing were positively related with design color figure and fit. 12. Younger consumers cared more about brand knowledge. And the purchase of foreign brand clothing were positively related with de-sign detail and brand knowledge. 13. Consumers with foreign brand's purchase experience showed negative relation between ;foreign brand's purchasing experience' and 'Weather or occasion' 14. Consumers with no foreign brand's pur-chasing experience showed negative relation between fashion innovativeness and figure. 15. Consumers with no foreign brand's pur-chasing experience showed positive relation between fit and fashion opinion exchange. The study shows that colors is most import-ant factor in purchasing clothes. And imported brands are very strong in terms of proposing various and unique colors. not all brands succeeded in Korea. Those brands that failed to group consumers have the following problems. Therefore it is critical to review the above factors when importing the foreign brand.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.5
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• pp.679-690
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• 2009

The purpose of this study was to compare clothes-wearing in winter between Korean and Japanese college students and to provide the fundamental data for apparel manufacturers to produce young woman's clothing. A total of 332 Korean female students in the capital area and 347 Japanese female students in Tokyo aged between 19 and 25 were used into data analysis from December 2007 to January 2008. Their majors were Fashion Design and Clothing & Textiles. The questionnaires consisted of 36 questions in total. Their details were as follows: 2 questions about the purposes of wearing clothes in winter, 5 questions about whether or not underwear was worn and its types, 9 questions about the types of wearing outer garments, 17 questions about the types of wearing accessories, and 3 questions about demographic characteristics. The results were as follows: It was found that many female students wore clothes for "a protection purpose" or "an ornamental purpose" in winter. There was significant difference between Korea and Japan. As for the question about whether or not underwear was worn in winter, less Korean students answered than Japanese students that they wore both of upper and lower underwear. More upper underwear was worn than lower underwear. As for the question about the types of wearing outer garments, both Korean and Japanese students answered that they wore 3-layered upper garments in winter most. The types of upper garments worn in winter were different between Korea and Japan. The lower garments worn in winter were different between the two countries as well. The Korean students mainly wore pants while the Japanese students wore skirts. As for the types of accessories, there was significant difference between Korea and Japan about most of the questions about hats and gloves. Korean students wore them more than Japanese students. There was no significant difference between the two countries about whether or not scarves or earmuffs were worn. In both countries, more students wore scarves while less students wore earmuffs.

• Journal of Distribution Research
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• v.17 no.3
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• pp.25-57
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• 2012

This study identified motives for writing apparel product reviews in online stores, and determined what motives increase the behavior of writing reviews. It also classified store customers based on the type of writing motives, and clarified the characteristics of internet purchase behavior and of a demographic profile. Data were collected from 252 females aged 20s' and 30s' who have experience of reading and writing reviews on online shopping. The five types of writing motives were altruistic information sharing, remedying of a grievance and vengeance, economic incentives, helping new product development, and the expression of satisfaction feelings. Among five motives, altruistic information sharing, economic incentives, and helping new product development stimulate writing reviews. Store customers who write reviews were classified into three groups based on their writing motive types: Other consumer advocates(29.8%), self-interested shoppers(40.5%) and shoppers with moderate motives(29.8%). There were significant differences among three groups in writing behavior (the frequency of writing reviews, writing intent of reviews, duration of writing reviews, and frequency of online shopping) and age. Based on results, managerial implications were suggested. Long Abstract : The purpose of present study is to identify the types of writing motives on online shopping, and to clarify the motives affecting the behavior of writing reviews. This study also classifies online shoppers based on the motive types, and identifies the characteristics of the classified groups in terms of writing behavior, frequency of online shopping, and demographics. Use and Gratification Theory was adopted in this study. Qualitative research (focus group interview) and quantitative research were used. Korean women(20 to 39 years old) who reported experience with purchasing clothing online, and reading and writing reviews were selected as samples(n=252). Most of the respondents were relatively young (20-34yrs., 86.1%,), single (61.1%), employed(61.1%) and residents living in big cities(50.9%). About 69.8% of respondents read and 40.5% write apparel reviews frequently or very frequently. 24.6% of the respondents indicated an "average" in their writing frequency. Based on the qualitative result of focus group interviews and previous studies on motives for online community activities, measurement items of motives for writing after-purchase reviews were developed. All items were used a five-point Likert scale with endpoints 1 (strongly disagree) and 5 (strongly agree). The degree of writing behavior was measured by items concerning experience of writing reviews, frequency of writing reviews, amount of writing reviews, and intention of writing reviews. A five-point scale(strongly disagree-strongly agree) was employed. SPSS 18.0 was used for exploratory factor analysis, K-means cluster analysis, one-way ANOVA(Scheffe test) and ${\chi}^2$-test. Confirmatory factor analysis and path model analysis were conducted by AMOS 18.0. By conducting principal components factor analysis (varimax rotation, extracting factors with eigenvalues above 1.0) on the measurement items, five factors were identified: Altruistic information sharing, remedying of a grievance and vengeance, economic incentives, helping new product development, and expression of satisfaction feelings(see Table 1). The measurement model including these final items was analyzed by confirmatory factor analysis. The measurement model had good fit indices(GFI=.918, AGFI=.884, RMR=.070, RMSEA=.054, TLI=.941) except for the probability value associated with the ${\chi}^2$ test(${\chi}^2$=189.078, df=109, p=.00). Convergent validities of all variables were confirmed using composite reliability. All SMC values were found to be lower than AVEs confirming discriminant validity. The path model's goodness-of-fit was greater than the recommended limits based on several indices(GFI=.905, AGFI=.872, RMR=.070, RMSEA=.052, TLI=.935; ${\chi}^2$=260.433, df=155, p=.00). Table 2 shows that motives of altruistic information sharing, economic incentives and helping new product development significantly increased the degree of writing product reviews of online shopping. In particular, the effect of altruistic information sharing and pursuit of economic incentives on the behavior of writing reviews were larger than the effect of helping new product development. As shown in table 3, online store shoppers were classified into three groups: Other consumer advocates (29.8%), self-interested shoppers (40.5%), and moderate shoppers (29.8%). There were significant differences among the three groups in the degree of writing reviews (experience of writing reviews, frequency of writing reviews, amount of writing reviews, intention of writing reviews, and duration of writing reviews, frequency of online shopping) and age. For five aspects of writing behavior, the group of other consumer advocates who is mainly comprised of 20s had higher scores than the other two groups. There were not any significant differences between self-interested group and moderate group regarding writing behavior and demographics.