• 한국의류학회지
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• 제15권3호
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• pp.251-262
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• 1991

The roles of fashion merchandisers (merchandise managers) in women's apparel industry and their perceptions of the job requirements as a fashion merchandiser were investigated to understand present fashion merchandising activities in the industry and suggest desirable roles of fashion merchandiser for further development of the industry. The research questionnaires were administered to fashion merchandisers working in the ten national brand women's apparel firms. The results of the study were as follows . 1. Annual sales volumes of most surveyed firms were more than five billions won and eight out of ten surveyed firms have fashion merchandisers in their firms. 2. Fashion merchandisers worked at a specific brand merchandising division sales and operations division or merchandise planning division. A fashion merchandiser generally supervised one brand. 3. Fashion merchandiser's work experience ranged from four to fifteen years showing a great deal of experience in the apparel industry. Their majors at university were mostly business and few majored in clothing and textiles, or textiles. 4. In general, the role of fashion merchandiser was a management specialist who was responsible for identifying target markets analyzing fashion trends, planning of the merchandise development budget planning, manufacturing planning, selling, advertising and sales promotion and distributing the merchandise. At some firms fashion merchandi-sers were not responsible for advertising, display, and receiving the orders. 5. Surveyed fashion merchandisers perceived the desirable fashion merchandiser's role as a management specialist conducting overall business activities in the areas of merchandise planning, manufacturing, selling and distribution. They also mentioned the following personal characteristics such as vision leadership, and persuasion as desirable characteri-stics for those who aspire to a career in fashion merchandising. 6. Surveyed fashion merchandisers emphasized relevant and realistic experiences in fashion merchandising education. Several ways were suggested to help the educator keep in touch with business and bring reality to students. They are . field work, bringing professionals into the classroom to speak to the students, emphasizing clothing and textiles education including merchandising area, and establishing a Department of Fashion Merchandising.

• 패션비즈니스
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• 제8권1호
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• pp.133-140
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• 2004

In order to compare the pattern sizes of toddlers' brands, the apparel size #95 and #100, #110 were surveyed, while upper body lengths, bust circumferences and waists, hip circumferences, shoulder length, sleeve length, neck circumferences of toddlers' underwears were examined. As a result, it was found that upper body lengths, chest circumferences and lower body lengths of toddlers' underwears differed more or by $2.0cm{\sim}3.0cm$ among brands than other sizes. In case of underwear size #95, the average upper body length was 32.8cm; the upper body size of "c" brand was longest or 33.5cm, while that of "e" brand was shortest or 32.0cm. In case of size #80, the average upper body length was 36.0cm; the upper body size of "a" brand was longest or 37.0cm, while that of "e" brand was shortest of 35.0cm. Such findings may be attributable to the fact that the main customers of "a" and "b" brands whose pattern sizes are larger are middle or lower class people who tend to buy larger toddlers' apparels than their children's actual body sizes. In contrast, "e" brand seems to target the upper class who prefers the apparels almost fitting their children's actual body sizes.

• 복식
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• 제15권
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• pp.253-265
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• 1990

This article was written with two purposes in mind. The first purpose was to introduce clothing and textile community who may not be familiar with Multidimensional Scaling(MDS) with usefulness of the new technique in the area of fashion merchandising. The second purpose was to present the results of an empirical study on brand image utilizing MDS and its related technique as the main analysis tools. The main objective of the empirical study was to gain a better understanding of consumer's brand image by relating differences in perception and attributes of clothing in women's ready-to wear market. For this empirical study, the ten brands and the fifteen attributes of clothing were chosen. The questionnaire consisting of questions asking about the similarity and attributes of clothing between selected brands was administrated to 185 career women during summer in 1989. Data were analyzed cluster analysis, and KYST and PROFIT in MDS program. The results were as follows: 1. The similarities data for the ten selected brand by using KYST program of MDS drawed the perceptual map. The results of this perceptual map showed that the selected brand were grouped into three clusters. 2. In order to get a somewhat objective view of which attributes consumers are attributing to each brand, PROFIT program was used. As a result, it was revealed that assortment depth / width, price, youth-oriented style, possibility of various social activity were significant attributes in consumer's brand choice rather than physical attributes of clothing such as quality or durability. This may imply that consumer orientation in rapidly changing environments of women's apparel market was its basic idea, and the focus of all fashion merchandising activities was put on need's and the response of consumer group who are the object of the target. Implicating for future research as well as for strategy of brand positioning were also suggested.

• 복식문화학회:학술대회논문집
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• 복식문화학회 2000년도 International Costume Culture Conference
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• pp.57-58
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• 2000

• 패션비즈니스
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• 제7권5호
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• pp.101-107
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• 2003

In order to compare the sizes of infants;brands, the apparel size #70 and #80, #90 were surveyed, while upper body lengths, bust circumferences and waists, hip circumferences, shoulder length, sleeve length, neck circumferences of infants' underwears were examined. As a result, it was found that upper body lengths, chest circumferences and lower body lengths of infants' underwears differed more or by $2.0{\sim}3.0cm$ among brands than other sizes. In case of underwear size #70, the average upper body length was 32.8cm; the upper body size of "c" brand was longest or 33.5cm, while that of "e" brand was shortest or 32.0cm. In case of size #80, the average upper body length was 36.0cm; the upper body size of "a" brand was longest or 37.0cm, while that of "e" brand was shortest of 35.0cm. Such findings may be attributable to the fact that the main customers of "a" and "b" brands whose pattern sizes are larger are middle or lower class people who tend to buy larger infants' apparels than their children's actual body sizes. In contrast, "e" brand seems to target the upper class who prefers the apparels almost fitting their children's actual body sizes.

• 한국의류학회지
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• 제25권6호
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• pp.1112-1121
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• 2001

The purpose of the study was to investigate and make comparison of brand images of men's wear brands and women's wear brands targeting middle-aged people or older people. Thus, the study could be an exploratory study to search apparel niche-market for middle-aged or older consumers. The questionnaire consisted of questions on 28 brand image. The subjects were to evaluate their brand images and rate on 5 point Likert-type scales of 28 adjectives. Most of the subjects were designers or merchandisers who worked for men'wear brands or women's wear brands. The SPSS/WIN Program was used to calculate frequency, t-test, and cluster analysis. The results from the study were as follow : 1) The common images which men's wear brands and women's wear brands strongly pursued were prestigious, luxurious. 2) Each 37 men's wear brands and 36 women's wear brands were clustered into one groups by brand images. The common images included in first clusters of men's wear and woman's wear brands consisted of prestigious. luxurious, formal, comfort, and conservative. This market needs to be more segmented by differentiated brand images.

• 복식
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• 제55권5호
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• pp.28-42
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• 2005

Objectives of this study were to investigate about the avatar's fashion products efficiency on casual wear advertisements to study about the effect of avatar's clothing image provided by apparel industry and to investigate about the effort of avatar's fashion product on apparel advertisement for fundamental data on the avatar's fashion marketing. Following were the summaries of the results: First, in terms of the correlation between avatar's clothing and casual brand images of nate avatar's fashion marketing, avatar's clothing image of FUBU male, female and maru male, female that is reformative, characteristical, unique and sensitive to latest fashion has positive correlation with FUBU and maru brand images. Therefore, consumers' higher perception on avatar's clothing image that are 'reformative', 'characteristical' and 'unique', indicated higher casual brand image perception, proving avatar's clothing image is effective in suggesting the brand. Second, in terms of advertising the avatar by clothing them with garments of each brand and comparing avatar's clothing and casual brand images, active avatar's clothing image of FUBU male, female emphasized active brand image of FUBU. However, FUBU male avatar's clothing image did not emphasize 'reformative', 'characteristical', 'cool', or 'sensitive to latest fashion' images compared to FUBU female avatar's clothing image. Also, in case of maru, 'male', 'conseuative' and 'insensitive to latest fashion' image of male avatar clothing emphasized maru brand image. Maru female's 'unpractical' ,'female' and 'characteristical' images emphasized maru brand image.

• 복식문화연구
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• 제15권4호
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• pp.593-603
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• 2007

The purpose of this study is to study the Central Asian costumes($1{\sim}7C$) and develop new design items and suggest new brand launching. Korean apparel industry has been suffering from imbalance of supply and demand caused by the sagging economy and too many apparel companies. Due to the several years of recession, clothing consumption decreased and foreign brand's market share got bigger. As a result, managing a company became difficult and it is time for Korean apparel industry to enter the global market. We need a brand with new image and design that has big potential of purchasing power not only in Korea but also in China, and furthermore in global market. But even nearby Chinese market already became very competitive. One way of approaching Chinese fashion market is to find something special, for example, their historical background. Central Asian culture and costumes, a part of China, has both Eastern and Western culture. No other apparel industry had interest in the Central Asian costumes yet. Therefore, through their costume, a fresh design idea can be suggested.

• 패션비즈니스
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• 제10권3호
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• pp.87-99
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• 2006

For comprehending the duties of fashion designer, Sharon(1989) has suggested to look at the procedure how the goods are being produced. The purpose of this research is to identify the task of domestic fashion designer by comparing and analyzing one's work range and performing level in the fashion merchandising process according to the brand types which one is involved in. The preliminary research for the questionnaire was conducted with 5 chief designers of woman's apparel manufactures in Seoul. They were asked to judge if designer's tasks fit to their carry-out operations in the pre-fixed questionnaire which had been done based on preliminary researches and literatures related with fashion merchandising process. The contents of research questionnaire are 11 questions to understand the general characteristics of companies and the participated subjects, and 42 questions to understand the designers' operations. For the selection of NB, among 503 domestic female apparel brands that were in 'Korean Textile Fashion yearbook (2002-2003), the companies that were located in Seoul and possible for cooperation by researcher's personal relationship were selected. For DB, cooperation was requested for brands that were located in Seoul among the 137 brands that participates on Domestic Collection. For GB, 50 stores were selected at random or by personal relationship among 32 GB shops such as Freya Town, Doosan Tower, New Zone, and so on. Total 300 questionnaire distributed to the designers, 192 copies were used for final data analysis. For data analysis, descriptive statistics and ANOVA, Sceffe test were used using SPSS V. 11 1. The participated fashion designers operated 41 categories of suggested 42 categories in the fashion merchandising process. 2. The ranges and contents of tasks in the fashion merchandising process that fashion designers mainly carry-out are very different according to the brand types and showed much different level of task carry-out. Only in the categories of 'fashion trend information' and 'design ideation', all three brand type showed the highest level of task performance. And the design related tasks presented common higher level of performance than the other tasks in all brand types. In order to comprehend the operation of fashion designer, various approaching methods are required according to various apparel manufactures' characteristics.

• 한국지역사회생활과학회지
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• 제19권3호
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• pp.411-418
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• 2008

The purposes of this study were to investigate the effect of perceived Korea image on the evaluation and purchase intention of Korean apparel products and examine the effect of perceived Korea image on preference of Korean image and Korean apparel brand among Chinese female consumers. As variables of perceived Korea image, marketing stimulus and popular culture elements were included. Data were obtained from 350 Chinese women in the 20s and 30s who were living in Shanghi, China. Data were analyzed by frequency analysis, ANOVA, multivariate regression using SPSS WIN 12.0. The results of this study were as follows. First, the preference of Korea image was significantly affected by marketing stimulus and popular culture (e.g. TV drama of Korea). However, only marketing elements significantly affected on the preference of Korean apparel brands. Second, purchase intention of Korean apparel products was influenced by marketing stimulus, the preference of Korean apparel brands and the evaluation of Korean apparel products. Popular culture element which was main element of Hanliu was not affected significantly to purchase intention of Korean apparel products. As source of Korean brand image for apparel product, Chinese female consumers used more Korean TV drama and entertainers. This study provides an insight into Korean fashion marketers for developing market strategies in China.