To identify the antecedents of repurchasing intention toward fast fashion brands, this study was conducted to examine brand authenticity and brand identification as both direct and indirect antecedents of repurchasing intention through fast fashion brand love. Through convenience sampling, 266 university students in Seoul metropolitan area completed a questionnaire survey. Data were analyzed using SPSS for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. Factor analysis revealed the following: for brand authenticity, four dimensions(‘originality,’ ‘reliability,’ ‘continuity,’ and ‘naturalness’) were revealed; for both consumer brand identification and repurchase intention one dimension was revealed; and for brand love two dimensions were revealed(‘passion’ and ‘affection’). Path analysis confirmed that ‘reliability’ and ‘naturalness’in relation to brand authenticity indirectly influenced repurchase intention through ‘passion’(as a factor of brand love) and directly influenced repurchase intention. Further, ‘continuity’ in relation to brand authenticity indirectly influenced repurchase intention through ‘affection’(as a factor of brand love) and directly influenced repurchase intention. Consumer brand identification influenced repurchase intention indirectly through two factors of brand love. These results suggest that fast fashion brand marketers should implement effective strategies that consider consumers’perceptions of brand authenticity, consumer brand identification, and brand love.
This oral history study explores the past and present Japanese menswear customtailoring culture. Two master tailors with more than 50 years of experience and two young tailors with less than a year of experience were interviewed about the tailor training process and environment, working conditions, thinking and behavior, and societal and governmental efforts for vitalizing custom-tailoring. The results indicate, first, a 10-year apprenticeship was required in the past, whereas young tailors today must register for three-year professional tailoring classes. Tailors then and now have been trained in a similar sequence of pants, vests, and jackets. Second, regarding working conditions, tailors had to provide gratitude services to their masters for a few years, even after their training ended. In contrast, young tailors today must continue a probationary period after their three-year schooling; however, they experience difficulty with finding tailoring shops for their probation. Third, in terms of thinking and behavior, master tailors learned their trade to earn a living, whereas young tailors today entered the field due to their interests in it. In addition, young tailors want a systematic learning process, whereas master tailors learned their skills while on the job. Last, tailoring academies today are run by tailoring shops and societies. Career exploration programs are offered to elementary and middle school students by the Kobe government in association with the local tailoring society to provide tailoring experiences.
Using the developed wedding planner selection criteria scale, this study examined whether wedding planner selection criteria differ according to consumer characteristics such as demographic characteristics and wedding preparation behaviors. The main survey for this study was conducted via the Internet with 295 consumers aged 20-30 living in the Seoul metropolitan area. The data collected from the survey processed and analyzed using the statistical programs SPSS 21.0 t-test. Analyzing how wedding planner selection criteria differ according to consumers’ demographic characteristics and wedding preparation behaviors, results shown for the wedding planner selection criteria were all four points on average except for individual characteristics and important sub-factors regardless of the consumers’ characteristics, and various results were derived depending on the consumers’ characteristics. This study has various practical implications in that it verified the difference in wedding planner selection criteria according to consumer characteristics and determined how much money consumers were willing to play for wedding planners. It is recommended that future studies take various approaches to investigate how wedding planner users are satisfied with or place importance on wedding planner services and conduct empirical using the selection criteria developed in this study to compare influential variables that affect behavior intention and willingness to pay according to consumer type.
The study investigates Atlas fabrics, the Ikat weaving method used by the Uygur People in Xinjiang, China. Based on domestic and foreign papers and other literature, different cultural characteristics of Ikat fabrics from various regions are compared. Following a theoretical investigation, characteristics of fabrics from the Indian Patola, Indonesian Ikat, Japanese Kasuri, and Uzbekistan Adras are summarized and compared with the characteristics of pattern, color, and manufacturing process of Atlas silk from Xinjiang China (also an Ikat fabric). The results are as follows. First, although the weaving process used for Ikat fabrics differs from country to country according to different national cultures, lifestyles, colors, patterns, and usage methods, they are all Ikat dyed fabrics. Therefore, they are all regarded as precious objects symbolizing a certain social status, and are used as a gift for special occasions, such as weddings. Second, the form of the pattern varies. Indian Patola has clear outlines and regular patterns, while the patterns of Japanese Kasuri are mainly inspired by folk life ideas. Indonesian Ikat contains influences from indigenous tribes, and Uzbekistan’s and China’s Atlas textiles are influenced by geography, religion, and national culture, including bright colors and pattern designs inspired by plants, musical instruments, and geometric figures. Finally, the patterns and colors of Xinjiang Atlas fabrics present strong ethnic characteristics. Unlike the Uzbekistan fabric which is mostly influenced by Islam, human and animal patterns would not feature in Xinjiang Atlas patterns, which mostly consist of long strips, repeated in a neat and orderly form.
The purpose of this study is to evaluate the attributes of consumers global luxury fashion brands and to find the impact of consumer value, meaning the social and pleasure values derived from brands on product purchase involvement. The method in this study was analysis of a total of 298 responses to a questionnaire. The results indicate, first of all, that among the attribute evaluations of global luxury brands, traditionality and splurge affect purchasing involvement. However, prestige and originality were found to have no influence on purchasing involvement. Second, the responses to the questionnaire indicate that social and pleasure values had a statistically significant effect on purchase of luxury brands. Third, the value of cross-group attributes evaluation and consumption value to differences in purchase involvement has had statistically significant results. In conclusion, the traditional and Splurge natures of the luxury global fashion industry’s brand, social consumption value and pleasure consumption value affect the level of purchase involvement. This underscores the importance of attribute Evaluation(traditional and splurge) and consumption value(social and pleasure) when planning consumer marketing strategies for global luxury fashion brands in the future.
The purpose of this study was to develop a lifestyle scale for one-person hair salon users and to identify differences in store choice factors and hairstyle pursuit behaviors according to lifestyle types. Data was collected by survey, with 225 responses being included in the analysis. Data analysis was performed using cross-analysis, factor analysis, Cronbach’s α, cluster analysis, ANOVA and the Duncan-test using SPSS 23.0 analysis software. The results of the study were as follows. First, one-person hair salon users were classified according to the following lifestyle groups: The rational appearance management group, the passive appearance management group, and the discriminative appearance management group. Second, store choice factors according to lifestyle group showed significant group-specific differences in relation to store atmosphere, accessibility, and promotion. Conversely, comfort of space in store and word-of-mouth recommendation message were high for all three groups, indicating that these are important factors in relation to store selection. Third, with regard to hairstyle pursuit behaviors according to lifestyle, the discriminative appearance management group showed the same characteristics as high involvement groups that regard all dimensions of hairstyle pursuit behavior as important. The results of this study can be used to suggest efficient operations for one-person hair salons and to suggest differentiated marketing strategies to increase the demand of one-person hair salon users.
This study identifies Kim Jihaye and Lee Jeanyoun as actor-networks with cultural values and meanings. It analyzes the process of reorganizing their works into Korean orientalism via an action of co-construction with formative techniques. First, the historical context of orientalism formed in the fashion world will be studied, followed by the design characteristics of orientalism, and the correlation between the Korean orientalism of these designers on the world stage influenced by the globalization discourse of Korean tradition since the 1980s. Next, works of Kim Jihaye and Lee Jeanyoun from 2000 to 2012 will be analyzed, revealing aspects of Korean image reproduction. Consequently, this study finds that the Korean image is restructured socio-culturally through technological imagery as a reproduction of reality by the production subject. This study reminds us of the reflective and cultural meaning of fashion designers in the area of image reproduction, sociocultural practice, and materials and technology.
This study aimed to analyze the performance of Disney-collaborated fashion lines based on online consumer reviews. To do so, the researchers employed text mining and network analysis to identify key words in the reviews of these products. Blogs, internet cafes, and web documents provided by Naver, Daum, and YoutTube were selected as subjects for the analysis. The analysis period was limited to one year after for the 2019. Data collection and analysis were conducted using Python 3.7, Textom, and NodeXL. The research terms in question were as follows: ‘Disney fashion collaboration’ and ‘Frozen fashion collaboration’. Preliminary survey results indicated that ‘Elsa’s dress’ was the most frequently mentioned term and that the domestic fashion brand Eland Retail was the most active in selling Disney branded clothing through its own brand. The writers of reviews for Disney-collaborated fashion products were primarily mothers with daughters. Their decision to purchase these products was based upon the following factors; price, size, stability of decoration, shipping, laundry, and retailer. The motives for purchasing the product were the positive response of the consumer’s child and the satisfaction of the parents due to the child’s response. The problems to be solved included insufficient quantity of supply, delay in delivery, expensive price considering the number of times children’s clothes are worn, poor glitter decoration, faded color, contamination from laundry, and undesirable smells immediately after the purchase.