This study looked into the scarcity effect based on the consumers' self-regulatory modes and determined the effect that such a regulatory mode and that quantity-scarcity messages would have on evaluations of fashion products. To that end, the study used a 2 (regulatory mode: assessment mode/locomotion mode)×2 (message type: quantity-scarcity message/non-scarcity message) between-subjects factorial design in which buying impulsiveness was presented as a mediator variable that showed differences in product evaluations depending on the message type and on the presence of a self-regulatory mode. The results of this study showed that locomotion-oriented consumers evaluated products more positively compared to assessment-oriented consumers when the quantity-scarcity message was presented. When a non-scarcity message was presented, no significant difference was observed in product evaluations based on the consumers' self-regulatory modes. In addition, buying impulsiveness in consumers served a mediator role in the evaluations of fashion products. The results of this study imply that a clear understanding of consumers is a prerequisite for maximizing the scarcity effect and that companies need to differentiate in terms of the way they use scarcity messages based on consumers' self-regulatory modes.

This paper suggests the product supply process model based on the store and production capacity, assortment planning and quick response for fast fashion retailers with BPMN. In the fast fashion industry, the standardized business process model is required

Due to fierce competition, many domestic fashion businesses are suffering difficulty in securing and maintaining customers. Accordingly, fashion companies are devoting all their energy to secure customers by using high quality and diverse strategies for distribution and promotion, and to secure loyalty by satisfying customers with the offer of excellent service. Thus, it is very important to provide systematic service recovery strategy available for handling service failure effectively. Therefore, the purpose of this study is comprehensively analyzing influences of expectation dis-confirmation and perceived justice for service recovery upon consumers' satisfaction and loyalty. The findings are as follows. First, as for the service failure that customers experienced, the more consumers who expect it to be recovered led to the higher formation of expectation-compensation dis-confirmation. Second, it was indicated that the higher seriousness in service failure that customers experienced led to the lower satisfaction and loyalty to service recovery. Third, as a result of examining influence of expectation-compensation dis-confirmation for servicefailure recovery upon consumer satisfaction and loyalty, the customers who showed more positive dis-confirmation to expectation-compensation were indicated to form the more satisfaction and loyalty. Fourth, as a result of examining the influence of the perceived justice in the process of service-failure recovery upon customer satisfaction, all in 3 dimensions of justice had effect on customer satisfaction.

The purposes of this study is to investigate the attitudes and value of fashion product description and consumer replies used in online shopping malls, and to examine the differences in the perceived reliability(objectivity, expertise, trustworthiness) preference and purchase intention toward the product as determined by the appeal type (evaluation-sentimental vs. factual-information) of the product description, the direction(negative vs. positive) and type(factual vs. evaluative) of consumer replies for the product in online shopping malls. Data was collected from female college students with fashion products purchase experience at online shopping malls by questionnaire survey (N=424) and analyzed by using frequency analysis, t-test and ANOVA. Results showed that consumers respondents tended to read product description and other consumer replies before purchasing, when shopping for fashion products through an on-line shopping mall. They thought that sellers' product description and the consumers' replies were helpful in making their decision; but, they were also skeptical about product description. Respondents showed higher perceived reliability, preference and purchase intention to the factual-information type product description than the evaluation-sentimental type. Positive consumer replies were more effective in yielding higher preferences and purchase intentions. Factual replies tend to yield higher reliability than evaluative replies.

The purpose of this study were to examine the effect of consumer-brand relationship of fashion luxury product on brand loyalty and the mediating effect of consumer satisfaction. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 227 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows. First, the consumers' brand identification was composed of three factors; self-connection, interdependence, attachment. Second, the consumer- brand relationship significantly influenced on the brand loyalty. Third, the consumer-brand relationship significantly influenced on the consumer satisfaction. Fourth, the consumer satisfaction significantly influenced on the brand loyalty. Fifth, the consumer-brand relationship had both direct and indirect effects on brand loyalty mediated by consumer satisfaction. The results indicated that causal relationship was existed among these three variables.

Customer loyalty is a desired and essential result for companies in a business environment with a lot of competition, of which the fashion industry is no exception. For the fashion industry, the competition between businesses is increasingly fierce with the appearance of tailored fashion brands for each customer, also known as a designed fashion brand. The objective of this study is to examine the relationship between the antecedents of the relationship (reputation of designer, social media marketing) and customer relationship (trust and intimacy), and loyalty of customer for a designed fashion brand. The mixed research method is used to achieve research objectives with qualitative and quantitative research method. Qualitative data was collected through in-depth interview with 12 participants in Ho Chi Minh City, while quantitative data was collected by a survey of 799 respondents in Ho Chi Minh City and Hanoi City. The results show that the antecedents of relationship marketing positively affect on customer relationship and customer loyalty. Moreover, customer relationship has a positive impact on the customer loyalty when shopping for fashion products. From the research results, some managerial implications are also proposed for the designed fashion brands to improve the relationship marketing performance.

본 연구의 목적은 동대문 패션시장의 의류제품 품질구성요소를 알아보고, 품질개선방안을 알아보고자 하였다. 서울지역의 20대 이상 성인여성을 대상으로 편의표본추출을 하였으며, 3개의 부분으로 구성된 설문지방식으로 측정되었다. 자료 분석은 요인분석, 대응표본 t-test, 빈도분석을 실시하였다. 본 연구의 결과 의류제품 품질구성차원은 심미성, 의복 관리성, 실용성, 상징성, 개성 차원의 5개로 구성되었다. 즉 심미성은 색상, 디자인 등 미적요소를 의미하였고, 의복 관리성은 의류제품을 구성하는 세부속성들의 관리 측면을 설명하였다. 또 실용성은 활동의 편안함, 착탈의 편안함 등의 의복착용의 실용적인 측면을, 상징성은 사회적인 품위와 지위를, 개성표현은 유행성이나 상품의 차별화 항목을 의미하였다. 그리고 중요도와 만족도의 차이를 알아본 결과 개성차원을 제외한 모든 항목에서 유의미한 차이가 있는 것으로 나타났고, 중요도가 만족도보다 높게 나타났다. 격차분석 그래프 상에서 심미성은 I영역에 속하는 것으로 현 상태를 유지해야 하는 강점 항목으로 나타났다. 특히 색상은 IV영역으로 품질개선이 요구되는 속성으로 나타났다. 그리고, 상징성, 관리성, 실용성은 III영역에 속하는 것으로 나타났다.