A Study on the Difference in Perception of Fashion Brands Image Positioning 패션 브랜드 이미지 포지셔닝의 차이지각(差異知覺)에 관(關)한 연구(硏究)
백민정 Min Jung Baek , 김일 Il Kim
6(4) 1-16, 2002
Title
A Study on the Difference in Perception of Fashion Brands Image Positioning 패션 브랜드 이미지 포지셔닝의 차이지각(差異知覺)에 관(關)한 연구(硏究)
백민정 Min Jung Baek , 김일 Il Kim
DOI:
Abstract
The purpose of this study is to investigate any differences in perception of fashion brand positioning between a manufacturer and a consumer. So this can provide theoretical suggestions for the development of brand positioning strategy for fashion brand. For this study, three brands, (MINE, TELEGRAPH, and MICHAA,) were selected by the criteria. The data were collected via a selfadministered questionnaire and analysed by the statistical method. The results of investigation were as follows: 1. The consumers had good attitudes in the order following: MINE, MICHAA, and TELEGRAPH in the factors1). In the case of purchasing the goods, the result of the research showed presented that the consumer had better attitudes than in the case of unpurchasing the goods. Contrary to our expectation, TELEGRAPH has the best attitude in personality, one of the factors. 2. In the image positioning map between the manufacturer and the consumer, the consumer had the same perception about the manufacturer. However, there is a gap on the degree of agreement for positioning map. In the case of purchasing the goods, the result of the research represents that the consumers are similar to the manufacturer in perception of the image positioning. 3. In the results of forming attitudes and recognizing brand by the consumer, there is a difference in brand positioning. The display and the shop appearance are very important means of attractions very to the consumers but salesmen`s service or direct mail (DM) do not appeal to the consumer.
Key Words
brand positioning, 브랜드 포지셔닝, image positioning map, 이미지 포지셔닝맵, perception, 인지
The Effect of on-Line and off-Line Corporate Reputation, Credibility and the Similarity of Business Area on the Consumer`s Attitude toward the Clothing Products with Brand 온라인,오프라인 기업(企業)의 명성(名聲), 신뢰성(信賴性), 사업령역(事業領域) 류사성(類似性)이 신규(新規) 의류(衣類)브랜드 태도(態度)에 미치는 영향(影響)
김소희 So Hee Kim , 김일 Il Kim
6(4) 17-31, 2002
Title
The Effect of on-Line and off-Line Corporate Reputation, Credibility and the Similarity of Business Area on the Consumer`s Attitude toward the Clothing Products with Brand 온라인,오프라인 기업(企業)의 명성(名聲), 신뢰성(信賴性), 사업령역(事業領域) 류사성(類似性)이 신규(新規) 의류(衣類)브랜드 태도(態度)에 미치는 영향(影響)
김소희 So Hee Kim , 김일 Il Kim
DOI:
Abstract
This study is, to the special company with corporate brand, to investigate the effect of its reputation, credibility and the similarity of business area on consumer`s attitude toward its clothing products. It is another topic of the study to reveal statistical significance in comsumer`s attitude when naming new product with two different brand strategy. The major findings of this study can be summarized as follows. First, there was positive relationship between corporate reputation and consumer`s attitude toward new brand and also between corporate credibility and consumer`s that. Second, corporate credibility is proven to be grown in proportion to company`s reputation. In other words, a corporate credibility is grown with a corporate reputation. Third, the influence of similarity or fitness of business area has a positive effect on a attitude toward new brand. The case of use the new brand name, the variable had low effect on attitude toward new brand, comparing to the case of use the existing brand name but seems to be statistically significant. Fourth, comparing to the inclination toward company`s product based on brand name, strategy of supporting brand extension is more effective than that of new brand name on evaluating company`s reputation, credibility and the similarity of business area. Fifth, the similarity of business area and the interaction of brand name on the basis of the strategy of use the existing brand name(;brand extension strategy) and new one have significant effect on the inclination to a brand. When participating a new business, it is more effective that a company is extending its business where the similarity of business area is growing. For the case of low similarity, the brand-new strategy is proven to be effective
A Study of Ruff Collar Reflected on the Late 20th Century Fashion 현대(現代)패션에 나타난 러프 칼라에 관(關)한 연구(硏究)
운선미 Sun Mi Yun , 배수정 Soo Jeong Bae
6(4) 32-45, 2002
Title
A Study of Ruff Collar Reflected on the Late 20th Century Fashion 현대(現代)패션에 나타난 러프 칼라에 관(關)한 연구(硏究)
운선미 Sun Mi Yun , 배수정 Soo Jeong Bae
DOI:
Abstract
The purpose of this study is, to renew understanding the aesthetic value of a ruff collar and to expand the border of creation in designing as the source of inspiration being applied to an retro style by inquiring various ruff collars re-illuminated in the present-day fashion trend. The ruff collar investigated through the above historical contemplation became the source of inspirations in the current retro trend and was variously modified in modern fashion. In the 1980s, we can find a dignified and feminine image in graceful and exquisite suits or dresses. Especially, the spanish round ruff of the 2st period appeared on works by a lot of designers. From the application by designers like John Galliano in the latter half of the 80s, we can be well aware that the meaning of decoration was newly altered. In the 1990s, the ruff collar was shown in various fashion style, but it was what was reborn as a factor of modern fashion through a liberal compromise and harmony. Various style was shown from exaggeratedly swelling one to smaller one, which were more diversely applied than that of the 80s. A Medici collar and a Queen Elizabeth collar were also displayed being fitted to a modern sense by Vivienne Westwood and Louis F raud. A ruff in the 2000s was settled as a factor of modern fashion, exposing on works of designers more often than in the 1980s and 90s. The spanish round ruff appeared on garments, while a Medici collar and a Queen Elizabeth collar went out of sight. A new form of the ruff was regenerated by extreme magnification and simplification, and several designers like lssey Miyake and Alexander Mcqueen brought forward a new way in materials and technical skills. According to this research, a ruff collar developed as a fashion factor which characterizes a certain period of time, reflecting the aesthetical sense of Renaissance and turning into various and distinct forms. Afterwards, it exerted influence on modern fashion. This is offering the source of inspiration to contemporary designers.
A Development of Designs for the Multifunctional Traveler`s Jacket 다기능형(多技能形) 여행용(旅行用) 재킷의 디자인 개발(開發)
서윤정 Yun Jung Suh , 이주현 Joo Hyeon Lee
6(4) 46-61, 2002
Title
A Development of Designs for the Multifunctional Traveler`s Jacket 다기능형(多技能形) 여행용(旅行用) 재킷의 디자인 개발(開發)
서윤정 Yun Jung Suh , 이주현 Joo Hyeon Lee
DOI:
Abstract
The purpose of this study was to analyze critical needs and demands for the multifunctional traveler`s jacket and to develop design prototypes based on the findings from the analysis. A self-report questionnaire with the stimuli was applied. Total 163 travelers were purposively sampled for the survey and the data were analyzed quantitatively as well as qualitatively. The results were as follows: 1. The respondents were divided into three groups - "digital-functionality-needs group", "non-digital-functionality- needs group", "no-need group", according to their preference and needs for the multifunctional traveler`s jacket. 2. The three groups were analyzed ① to have meaningful differences in experiencing inconvenience in their traveling, ② to have statistically significant differences in their needs for the multifunctional traveler`s jacket, ③ while some imperative consensus in their needs were found in part. 3. Based on the findings of the analysis mentioned above, three design prototypes were developed and visualized with conclusion.
Key Words
back packer, 배낭여행자, design prototype, 디자인 프로토타입, digital multifunction, 디지털 다기능, multifunction, 다기능, non-digital multifunction, 넌-디지털 다기능
A Study on the Design Analysis of Avant-Garde Fashion Since 1995 1995년(年) 이후(以後) 아방가르드 패션의 디자인 분석(分析)
구인숙 In Sook Koo
6(4) 62-82, 2002
Title
A Study on the Design Analysis of Avant-Garde Fashion Since 1995 1995년(年) 이후(以後) 아방가르드 패션의 디자인 분석(分析)
구인숙 In Sook Koo
DOI:
Abstract
The purpose of this study was to investigate the Avant-garde`s aesthetic values and expressional characteristic, and to find out(analysis) the design characteristic of Avant garde fashion since 1995. Expressoinal characteristics of Avant garde with the anti-aesthetic, radically pursuing newness, and open mind, are revealed dynamism, hostile innovation, and experimentalism. Futuristic images expressed in dynamism represent space style, body conscious style, cyborg style, kinetic style, and primitive style. And deconstructional images related to hostile innovation show punk style, grunge style, humor style, and abstractive style. Also surreal images related to experimentalism hold erotic style, depasemant style, deformation style, and collage style. The proper usage of newness offers the escape, the vividness, and the humour from the fatigue of the life and so, it is expected to offer the chance of transfering the active individuals and societies directly or indirectly By analyzing the instances for the images of avant-garde fashion since 1995, the contribution about the expectation of the design trends of the present and future is expected.
A Study of Clothes Buying Orientations based on Clothes` Self-Image of Silver Agelver Women 실버계층(階層) 여성(女性)의 의복(衣服) 자아(自我)이미지에 따른 의복구매성향(衣服購買性向)
배현숙 Hyun Sook Bae , 유태순 Tai Soon Yoo , 조기여 Ki Yeu Jo
6(4) 83-98, 2002
Title
A Study of Clothes Buying Orientations based on Clothes` Self-Image of Silver Agelver Women 실버계층(階層) 여성(女性)의 의복(衣服) 자아(自我)이미지에 따른 의복구매성향(衣服購買性向)
배현숙 Hyun Sook Bae , 유태순 Tai Soon Yoo , 조기여 Ki Yeu Jo
DOI:
Abstract
The purpose of this study is to find out the orientations and characteristic in clothes buying of each age group of elderly women, based on the actual self-image and the ideal self-image of clothing. Grasping the diversity of their clothes` buying orientations will be helpful in making a better merchandise production planning for apparel, and in launching new brands into the market. The study will also provide useful data in developing sales strategies which enable to supply goods that meet consumers` needs and tastes in the quality market, and consequently will help to classify the market. Samples were 488 women of 55 and over, dwelling in Pusan Metropolitan City. The data was analysed by using MANOVA, ANOVA, and the Cronbach`s a reliability was also applied. The conclusions based on the theoretical background and the result of questionnaire surveys were as follows: 1. The order of priority of buying orientations based on clothes`s actual self-image was `practicality`, `cautiousness` and `economical effectiveness` without regard to age. The items that showed the significant differences in 50`s were `cautiousness`, `experimentation`, `fashion-consciousness` and ostentatiouness, and in 70`s were `economical effectiveness`, `experimentation`, `impulsiveness` and `environmental friendliness`, and none in 60`s. 2. The order of priority based on clothes` ideal self-image was the same as that of actual one, and there was no significant difference between age groups
Study of Stripe Pattern Appeared in Apparel Design -Focusing on Western Women`s Fashion after 20th Centuries- 의상(衣裳) 디자인의 줄무늬(Stripe Pattern) 연구(硏究) -20세기(世紀) 이후(以後) 서양(西洋) 여성(女性) 패션을 중심(中心)으로 -
김주은 Ju Eun Kim , 조규화 Kyu Hwa Cho
6(4) 99-112, 2002
Title
Study of Stripe Pattern Appeared in Apparel Design -Focusing on Western Women`s Fashion after 20th Centuries- 의상(衣裳) 디자인의 줄무늬(Stripe Pattern) 연구(硏究) -20세기(世紀) 이후(以後) 서양(西洋) 여성(女性) 패션을 중심(中心)으로 -
김주은 Ju Eun Kim , 조규화 Kyu Hwa Cho
DOI:
Abstract
The purpose of this study is to find out various types of stripes pattern and to review its` design expression by analysing stripe pattern and visual effect appeared in western women`s fashion after 20th centuries. As regards the visual effect of stripe pattern, on the basis of the stripe pattern`s direction laid out, we made an investigation of it by classfying it into verticality, horizontality, slant line and mixture of them according to its` gap and thickness. Here are the 4 features of the stripe pattern appeared in modern fashions. The first, graphic variation based on diverse variation and reconstruction and combination between other motives is being on the rise as a new expression. The second, colorful stripes of Missoni can be exanpled as the trend of diversification of color. The third, as regards the trend of mismatch in pattern, coordination through mismatch can produce experimental and post-modern image. The fourth, as for the expression of draping effect, we find that stripe pattern can maximaze visual effect through draping by inducing visual stimulus, as well as can express human body in a beautiful manner.
A Study on the Purchasing Conditions of Sports Wear of the Chinese Men 중국(中國) 남성(男性)의 스포츠의류(衣類) 구매실태(購買實態)에 관(關)한 연구(硏究)
위혜정 Hye Jung Wee , 임순 Soon Im , 손희순 Hee Soon Sohn
6(4) 113-124, 2002
Title
A Study on the Purchasing Conditions of Sports Wear of the Chinese Men 중국(中國) 남성(男性)의 스포츠의류(衣類) 구매실태(購買實態)에 관(關)한 연구(硏究)
위혜정 Hye Jung Wee , 임순 Soon Im , 손희순 Hee Soon Sohn
DOI:
Abstract
The purpose on this study identified the purchasing conditions of Sports wear of the Chinese men residing in Beijing, Shanghai, Dalian, Tianjin, Harbin and Guangzhou, so that it helped sports wear manufacturers and retailers offer the basic data. For the study, a questionnaire used as a method of measurement, the 863 Chinese men were selected as a sample, SAS(Statistical Analysis System) program was used to analyze the data. The results from the study were as follows: 1. According to the investigation, the most preferred sports of Chinese men is soccer, as a whole. Swimming, basketball and ping-pong keep rank the next to soccer. 2. Accordingly age, area, profession and income, Chinese men maintained sports suit in order of training suit, swimming suit, soccer suit, tennis suit. It is found that holding amount of high-quality sports wears as ski, golf is on a low level. 3. It is appeared that Chinese men purchased in good order as follow brand: No-bran, Nike, Lening, Adidas. And except Nike, they purchased more Lening brand than foreign sports brand. 4. As the result of researching on the item of sports wear, it is found that they purchased various kind items in a higher rank 5 brands. 5. Sports wear`s color that Chinese men purchased is blue, white, black, red. 6. The purchasing price that Chinese men favored is 200~599RMB. Thus, they expend average per head for sports suit buying, 486.0RMB. 7. Chinese men purchased very often at specialty store. And, coefficient of utilization at the usual market is on a low level. 8. In purchasing satisfaction, 80 % Chinese men were satisfied with goods(sports wear) that purchased in a higher rank 5 brands. So, average satisfaction degree showed over 3.8 as a high rate. 9. According to the result of satisfaction on Chinese men, 70% Chinese men showed satisfaction. Therefore, the average of satisfaction degree appeared 3.81 as a high rate.
Ralph Lauren`s Design Characteristics and Brand Strategies of Ad Pictures on Internet Website 인터넷 광고(廣告)를 통(通)한 랄프 로렌의 브랜드 전략(戰略)및 디자인 특성(特性)
박혜원 Hye Won Park
6(4) 125-140, 2002
Title
Ralph Lauren`s Design Characteristics and Brand Strategies of Ad Pictures on Internet Website 인터넷 광고(廣告)를 통(通)한 랄프 로렌의 브랜드 전략(戰略)및 디자인 특성(特性)
박혜원 Hye Won Park
DOI:
Abstract
The purpose of this study is confirming the design characteristics and brand strategies of Ralph Lauren`s products through the advertising pictures on internet website. Methods of this study are the analysis of his brand growth process, concept strategy and designs by web promotion sites. Also this study defined his brand character and fashion mind. The Results are as follows. 1) Ralph Lauren`s concept strategies are 1. Convert british type into American style 2. Presentation an American life style 3. Marketing strategy using life style and IT business. 2) Ralph Lauren`s designs characters are 1. Rich and simple style by preppy look 2. Traditional wear of noble taste 3. Western style of American reclamation period 4. Using of comfortable material 5. Unique colors which are simbolic. Today, his classic and preppy designs all draw upon an image of old word wealth and luxury and he pioneered the concept of clothes as part of a lifestyle environment.
Key Words
brand strategy, 브랜드전략, internet ad, 인터넷 광고, Ralph Lauren, 랄프 로렌
Factors to Influence on Buying Behavior of Chinese Male Consumers regarding to Apparel Types 중국(中國) 남성(男性) 소비자(消費者)의 의류(衣類) 상품(商品) 류형(類型)에 따른 구매(購買) 행동(行動)에 영향(影響)을 미치는 요인(要因) 연구(硏究)
신상무 Sang Moo Shin , 임순 Soon Im , 손희순 Hee Soon Shon
6(4) 141-150, 2002
Title
Factors to Influence on Buying Behavior of Chinese Male Consumers regarding to Apparel Types 중국(中國) 남성(男性) 소비자(消費者)의 의류(衣類) 상품(商品) 류형(類型)에 따른 구매(購買) 행동(行動)에 영향(影響)을 미치는 요인(要因) 연구(硏究)
신상무 Sang Moo Shin , 임순 Soon Im , 손희순 Hee Soon Shon
DOI:
Abstract
The purpose of this study was to investigate factors to influence on buying behavior of Chinese male consumers in regards to apparel types. Furthermore, this study provided fundamental data for marketing strategy in export apparel business to China from domestic apparel business. Returned 863 questionnaires from Chinese male consumers analyzed by factor analysis, and multidimensional scaling with SPSS10.0. The result of this study were as follows: Chinese male consumers bought formal wear with evaluating two groups of factors; one for functional (fitness, A/S, durability, and management), the other for external (brand, and trend). They bought casual wear with evaluating three groups of factors; functional/useful (price, A/S, and durability), aesthetic (color, and design), and external (brand and trend). Also they bought sports wear with evaluating three groups of factors; functional/useful(price, A/S, durability, and fabric), aesthetic(design and color), and external(brand and coordination).
Key Words
buying behavior, 구매행동, Chinese male consumers, 중국남성소비자, evaluation factors, 평가요인
Effects of Shoe Sizes on the Inner Environment of Shoes 신발사이즈가 신발 내적환경(內的環境)에 미치는 영향(影響)
유현 Hyun Yoo , 심부자 Boo Ja Shim
6(4) 151-162, 2002
Title
Effects of Shoe Sizes on the Inner Environment of Shoes 신발사이즈가 신발 내적환경(內的環境)에 미치는 영향(影響)
유현 Hyun Yoo , 심부자 Boo Ja Shim
DOI:
Abstract
This study aims to reveal the effects of shoe size room on the inner environment of shoes by examining the changes of footskin temperature, temperature and humidity of the shoes, and psychological responses. The following conclusions were made: 1. Skin temperature had significant differences according to shoe sizes in the inner foot parts (right/left) and the outer foot part (left). As time went, skin temperature was distributed as follows: Type A > Type C > Type B. 2. Skin temperature appeared in the following order: instep > inner foot > outer foot. 3. The temperature within the shoes had significant differences: Type A > Type C > Type B. But no significance was recognized in the humidity within the shoes: Type B > Type C > Type A. 4. Some significance was noticed in the psychological responses of size fitness and comfortableness. In size fitness, Type B was responded to be fitting, Type A little small, and Type C rather big. Moisture had similar changes according to three shoe sizes, but humid was the response as time went. Comfortableness appeared in the order of Type C > Type B > Type A.
Key Words
humidity within the shoes, 신발내 습도, inner environment of shoes, 신발내 환경, skin temperature, 피부온, shoe size, 신발 사이즈, temperature within the shoes, 신발내 온도
Purple Image and Formative Properties in the Contemporary Fashion 현대(現代)패션에 나타난 Purple의 조형성(造形性)과 이미지
김봉주 Bong Ju Kim , 이경희 Kyoung Hee Lee
6(4) 163-172, 2002
Title
Purple Image and Formative Properties in the Contemporary Fashion 현대(現代)패션에 나타난 Purple의 조형성(造形性)과 이미지
김봉주 Bong Ju Kim , 이경희 Kyoung Hee Lee
DOI:
Abstract
The purpose of this study is to investigate purple image and formative properties in contemporary fashion. For the study of formative properties 152 kinds of costume samples from photographs in fashion magazines. For the study of image 40 kinds of costume samples is used and divided into tones : pale(Vp, Lgr, L), bright(P, B), vivid(S, V, Dp), dark(Gr, Dl, Dgr, Dk). A total 24 pairs of abjective words were used to measure the semantic differential scale in this study. The data were analyzed by factor analysis, ANOVA, MDS and regression analysis. The results are as follows; 1. Factor analysis has extracted 5 factors which consist of purple image in contemporary fashion. The factors are high quality, hardness and softness, simplicity, temperature, maturity. 2. There were significant differences in visual evaluation of purple tones. 3. The discrimination among. 4 purple ones was related to weight of purple 4. The evaluative dimensions of purple image in modern fashion were identified by Light - Heavy and Pale - Strong. 5. The image effect on Preference, Buying needs, Pleasant and Riches was consist of complicated sensibility.
Key Words
bright tone, 밝은톤, dark tone, 어두운톤, pale tone, 은은한톤, purple image, 퍼플 이미지, vivid tone, 선명한톤
