Wear Brands Research Articles

The Influence of Maternity Wear Brand Image Innovation Elements on Consumer Behavior: A Grounded Theory Study

This grounded theory study investigates the influence of maternity wear brand image innovation elements on consumer behavior, addressing two main research questions: (1) How to innovate the brand image of maternity wear? and (2) What is the relationship between brand image innovation and consumer behavior in maternity wear? Maternity wear brands play a critical role in meeting the diverse needs of expectant mothers, yet in China, they often lack distinct brand identities and fail to cater to the varied preferences of pregnant women. Through a comprehensive research design, including literature review, grounded theory analysis, and empirical testing via questionnaire surveys, this study identifies six dimensions of brand image innovation in maternity wear: Product, Identity, Corporate, Marketing, Service, and Store image innovation, along with 21 specific indicators such as style and fabric innovation. The findings reveal a significant impact of each dimension of brand image innovation on consumer behavior. Theoretical and managerial implications highlight the study’s contribution in filling a research gap, providing a new framework for brand image research in maternity wear, and offering targeted recommendations for brand innovation efforts. This research expands understanding of the intricate relationship between consumer behavior and brand image, providing theoretical guidance for maternity wear companies to enhance brand appeal, meet diverse consumer needs, and ultimately improve sales and loyalty.

EMBRACING KHADI: URBAN INDIAN WORKING WOMEN'S AFFINITY FOR WESTERN OFFICE ATTIRE

In urban India number of women’s joining the corporate firms has grown significantly and hence the market for women’s office wear is expanding exponentially. The work wear outfit choices of these women’s matters a lot to them as it reflects their personality and somewhere their position in workplace. With changing lifestyles, women’s preference for western office wear outfits has increased. Also, on the other hand Consumer lifestyle preferences in Urban India shows some awareness and inclination towards sustainable fashion choices. This paper aims to analyse Urban Indian working women acceptance for western office wear outfits made using Khadi fabric which is one of the sustainable textile materials. This paper is an extension to a previous study on understanding consumer behaviour towards sustainable fashion and office wear outfit need and preferences of working women in India. For the research western office wear outfits styles were developed using Khadi Fabric material and were subjected to analysis on seven parameters – Fabric look and feel, Garment Quality, Garment Comfort, Garment Style and fashion, Garment Size and Fit, Garment care and maintenance and Garment Price and value. The primary data for the study has been collected from user’s study conducted over the period of three months with an average of once in a week usage of the garment The goal of primary research is to capture users authentic experiences as a potential consumer - while wearing the garment and after care. The findings suggest that the acceptance by users and potential target consumer was significantly related to the seven analysis parameters. This research recommends Sustainable Fashion brands, Women’s western office wear brands, Khadi weavers and designers to adapt and diversify Khadi in such a way which can deliver higher level of customer value and satisfaction Also the research can be useful for customers to adopt Khadi and for other stakeholders to popularize it.

골프웨어 브랜드자산과 구매만족 간에 체면의식의 조절효과

This study attempted to examine the modulating effect of face consciousness between golf wear brand assets and purchase satisfaction. A total of 300 people, 150 users of three golf courses in Seoul and Gyeonggi-do and 150 users of golf practice courses in the metropolitan area, were surveyed. Among the collected questionnaires, 283 copies were used as the final valid sample after excluding 17 copies that showed unfaithful answers. The survey questionnaires were used to collect the data. The collected material was carried out by using Spss 24.0 and Amos 24.0 version. The questionnaires for the brand assets scale had been developed by Keller(1993), Kwon(2012), Kim(2010), Ro & Han(2011), and purchase satisfaction had been developed by Lee(2000), Lee, Lee, Park, Park(2007), Choi(2017). and face consciousness had been developed by Kim(2001), Lee(1990), Choi(1999), Jin & Kang(2010). From the analyses of the data, the study reached the following conclusions : First, the research theory I was adopted. Specifically, brand awareness negatively affected purchase satisfaction, and brand image and perceived quality were found to have a positive effect on purchase satisfaction, and brand image was found to have the most influence on purchase satisfaction. Therefore, research hypothesis I-1, research hypothesis I-2, and research hypothesis I-3 were adopted. Second, the research theory I was partially adopted. In the relationship between golf wear brand assets, which is the research hypothesis II, on purchase satisfaction, there was a moderating effect of face consciousness. In other words, research hypothesis II-1 and research hypothesis II-3 were rejected.

Effects of Golf Wear Consumers’ Post-COVID-19 Changes of Clothing Benefits Sought on Selection Criteria and Post-Purchase Satisfaction

This study seeks to identify the factors related to golf wear-seeking benefits for consumers aged 30 to 49 who have recently been noted as new players in the golf wear market, to segment groups for comparison, and to analyze the impact of golf wear benefits sought on selection criteria and post-purchase satisfaction. The survey was conducted from April 18, 2021, to May 12, 2021, on men and women aged 30 to 49 who have experienced purchasing golf wear. A total of 270 responses were used for final analysis through SPSS 25.0. The factor analysis on benefits sought have extracted four factors: Conspicuousness Benefits Sought, Economical Factor Pursuit Benefits, Functional Benefits Sought, and Uniqueness Benefits Sought. Additionally, as a result of segmenting the population according to benefits sought, the sampled group was subdivided into four: Functional Benefits Sought Group, Conspicuousness Benefits Sought Group, Enthusiastic Pursuit Benefits Group, and Economical Factor Pursuit Benefits Group. The factor analysis of selection criteria extracted three factors: Function-oriented Selection Criteria, Aesthetics-oriented Selection Criteria, and Symbolic-oriented Selection Criteria. It is hoped that the results of this research will help golf wear brands establish profitable marketing strategies.

크리에이티브 디렉터 교체를 통한 남성복 브랜드의 디자인 및 스타일 연구 : 루이비통 브랜드를 중심으로

크리에이티브 디렉터 교체를 통한 남성복 브랜드의 디자인 및 스타일 연구 : 루이비통 브랜드를 중심으로

Exploration of kids ready to wear clothing brands for measurement and fit discrepancies

PurposeThis study aims to probe customers’ expectations and explore discrepancies across various domestic kids’ ready to wear (RTW) apparel brands for measurements, fit, shape and labelling/nomenclature.Design/methodology/approachData were collected through qualitative and quantitative methods. Interviews were held with the consumers to understand their perceptions and expectations with the kids’ wear brands for measurements, fit and labelling. The approach had a twofolded purpose of addressing the consumers’ dissatisfaction and the apparel manufacturer’s perspective.FindingsThe results indicated that 87% of consumers gave importance to well-fitted apparel. The apparel brands considered for the study showed inconsistency and discrepancies in the measurements, leading to consumer dissatisfaction and frustrations.Research limitations/implicationsThe findings of the study may be useful for fashion academia, kids RTW apparel manufacturers and designers who can relate to the role of standard measurements and the varying body shapes in RTW apparel. They can work closer to develop innovative practices focusing on the fit challenges in kids RTW apparel.Originality/valueThe implication of the lack of any standard measurement for Indian kids for apparel is well-established in the study.

골프 소비자의 골프의류 선택속성이 브랜드 충성도 및 지속구매의도에 미치는 영향

The purpose of this study is to present marketing strategy that should be pursued by activation of golf industry and golf wear brands by analyzing influence that golf consumer’s selection attributes of golf wear has on brand loyalty & intent of continuous purchase. 273 golf consumers, the actual customers of outdoor golf courses in Gyeonggi province were taken as study subject. Data was processed through frequency analysis, reliability analysis, exploratory factor analysis, correlation analysis, regression analysis by using SPSS 25.0 Window Version.<BR> First, it is found that the price of selection attributes of golf wear, brand, functionality, design factor have statistically significant influence on subordinate factor of brand loyalty & behavioral loyalty. <BR> Second, it is found that although the price of selection attributes of golf wear, brand, design factor have statistically significant influence on intent of continuous purchase, functional factor does not. <BR> Third, it is found that brand loyalty has statistically significant influence on intent of continuous purchase.

머신러닝을 이용한 여성 골프웨어 판매량 예측 : 기상요인과 요일을 중심으로

Despite the overall low growth of fashion industry due to growing interest in sports and increasing demand for sportswear, golf wear showed the biggest growth in 2020. Although the launch of new brands is continuing due to the growth of golf wear, as the competition is overheating and the consumers’ need is diversing, the issue of inventory has become one factor that hinders the growth of the fashion industry. The increase in big data and the use of AI due to Industry 4.0 are already widely used throughout the industry, and various attempts are already made in the fashion industry. The purpose of this study is to identify factors that can affect consumers’ purchases and propose strategies to solve inventory problems and maximize profit margins through predictive planning and production near to the point of sale. The authors analyzed the data utilizing SPSS Modeler 18.0, in particular its Neural Networks, CHAID, C&RT, GenLin, and Ensemble algorithms. The data used daily sales data and seven types of weather factor and day information provided by the Korea Meteorological Administration over the past three years (January 1, 2017 to December 31, 2019) of the domestic golf wear brand ’A’. The analysis shows the highest predictive power in the Ensemble model algorithm, with an accuracy of 82.7% of the prediction. The factor that has the greatest impact on sales forecasting was shown as category, followed by season and month as important variables in sales forecasting. An analysis of data separately for detailed analysis determined that the category was an important factor for prediction in all four seasons. In spring and fall, weather requirements such as average relativity, minimal air temperature, and average temperature have affected sales, while in summer and winter, days of the week have been identified as important factors for forecasting sales.nt factors for forecasting sales.

Research on Application of Color in Children’s Wear Display

As a sharp tool for modern clothing marketing and sales, the role of display in the transmission of commodity. In the display elements of children’s wear, the selection of lighting, the beautification of accessories, and the rendering of POP all play an important role in the reflection of the brand image of children’s wear. The more important one is the color selection and matching of children’s wear. Through the analysis of the color elements of children’s wear, this paper analyzes how the color display elements of children’s wear can attract the consumer group children, and convey the unique image and brand concept of children’s wear brand.

Deporte, publicidad y marcas en los libros de texto de educación física

El marquismo se caracteriza por un consumo irreflexivo y desmedido, guiado por la exhibición de marcas, símbolo de prestigio e identificación con los grandes agentes mediáticos, entre ellos las figuras deportivas. El objetivo de este estudio fue identificar la presencia de publicidad encubierta y marcas en los libros de texto de Educación Física en España. Este aspecto compromete las finalidades del sistema educativo con respecto al consumo responsable. El estudio fue descriptivo y llevó a cabo un análisis de contenido de 6.773 fotografías. Se realizó un análisis univariante y bivariante y se aplicó el test χ2, con una confianza de 95%. El porcentaje de fotografías con presencia de marca en los libros de Educación Física indicó una falta de atención a este fenómeno por parte de la institución educativa. Los libros reprodujeron el sistema de marcas y el patrocinio deportivo en sus fotografías. La presencia de marcas en los atuendos deportivos contribuye al fenómeno del marquismo en el alumnado. Las señas de identidad que encuentran los estudiantes en los libros de texto se vinculan con personas competitivas, que forman parte de la élite, visten ropa de marca y lucran con el patrocinio deportivo, independientemente de la ética comercial de la empresa patrocinadora. Así, los manuales escolares contribuyen a intereses comerciales privados.

오피니언 마이닝 분석을 활용한 아웃도어웨어 브랜드 비교･분석 연구 : 국내 Top 10대 아웃도어웨어 브랜드를 중심으로

오피니언 마이닝 분석을 활용한 아웃도어웨어 브랜드 비교･분석 연구 : 국내 Top 10대 아웃도어웨어 브랜드를 중심으로

해외브랜드의 남성용 스키웨어 구매현황 조사 및 사이즈체계 분석

The purpose of this study is to analyze the sizing system of men’s skiwear jackets and pants on the official website of overseas and domestic ski wear brands and to compare the sizing systems with KS K 0050 Sizing systems for male adult’s garments. The surveys was conducted to understand the purchase behavior of male skier. Five brands were selected based on the survey results. The overseas and the domestic size system of the selected brands were analyzed. The chest circumference was provided as a key measurement for the top and the waist circumference for the bottom. In addition, height, sleeve length, hip circumference, and inseam were other key measurements presented for many brand. The size ranges of chest and waist circumference that each brands covered were compared to the KS K 0050 Sizing systems. The size ranges of Japanese brands are similar to the KS Korean Industrial Standards, while the European and American brands offer a larger size range than KS.

Generacija Y i lojalnost modnim brendovima

This paper explores issues of the Millennium Generation (Generation Y) and their visions and loyalties of the fashion brands they use in their daily lives. What efforts and skills should the marketing experts possess and what knowledge should be obtained before targeting this technologically advanced generation. What strategies should be used and what kind of advertising should be accepted in order to develop emotional connectivity and identification with the fashion brand. Should the marketing team lead the marketing team or give the word to consumers? The essential characteristics of the Millennium Generation, their habits, their needs, their desires, their way of life, their education, the work they do and how they spend their free time are examined. Which fashion brands and products are considered necessary and whether they are loyal. The selection of fashion brands of the Millennium Generation is considered, which are the ones that are most likely to buy and wear brands, which are the most popular and most common in their everyday life. Brands that Millennials use most are Apple, Samsung, Nike, Vans, Coca-Cola, Acer, Sony. Generation Y puts telecommunication technology Brands on first place, then it matters to them what they wear and then how they feed. The similarities, differences and shortcomings in the strategies that target the Y Generation are considered by PEST and SWOT analysis of Nike Inc. brand. Fair business practice and environmental protection are more important for millennium generation than price, and they have no problem with high prices as long as it justifies the quality. Millennials are loyal to fashion brands, and it is, therefore, necessary to continually improve their product and engage consumers in the discussion.

계층적 의사결정법(AHP)을 이용한 골프의류 선택속성의 중요 우선순위 분석

계층적 의사결정법(AHP)을 이용한 골프의류 선택속성의 중요 우선순위 분석

수정 IPA 방법을 활용한 스키동호인들의 스키웨어 브랜드 선택 속성에 대한 실증 연구

수정 IPA 방법을 활용한 스키동호인들의 스키웨어 브랜드 선택 속성에 대한 실증 연구

SWOT ANALYSIS: A THEORETICAL REVIEW

This study is a literature review on SWOT, qualitative and descriptive in nature. The study will examine SWOT Analysis in a historical, theoretical, time frame perspective, as an effective situation analysis technique which plays an important role in the fields of marketing, public relations, advertising and in any fields of requiring strategic planning. SWOT Analysis is an analysis method used to evaluate the ‘strengths’, ‘weaknesses’, ‘opportunities’ and ‘threats’ involved in an organization, a plan, a project, a person or a business activity. In this qualitative and descriptive study, firstly the position of SWOT Analysis in the strategic management process is explained, secondly the components of SWOT Analysis is examined. The study includes an international sports wear brand’s SWOT Analysis; historical origins of SWOT, advantages-disadvantages and the limitations of SWOT is also reviewed

청소년 문제를 활용한 아웃도어 의류브랜드 광고 제작사례

본 논문은 아웃도어브랜드의 청소년층 수요창출방안을 찾아보고자 하는 의도에서 출발한 실험적 연구논문이다. 현재의 아웃도어는 제품 간 차별이 어렵고 수요도 포화상태로 볼 수 있다. 청소년문제를 브랜드와 결합해 신규수요를 모색해 볼 필요가 있다. 연구의 방법으로는 기존 아웃도어 의류광고와 청소년관련 선행연구를 검토하여 연구문제를 설정한 후, 그에 따른 청소년층 문제해결 광고예시를 분석하여 효과적인 전략과 표현방안을 찾고자 하였다. 연구의 대상으로는 전문가들의 적합성 검증을 거친 광고예시 6편을 선정하였고 분석결과, 다음 3가지의 연구결과를 도출하였다. 첫째, 아웃도어브랜드의 청소년 수요창출 전략은 공익성 제품광고가 하나의 방안이 될 수 있다고 보았다. 둘째, 청소년문제 해결을 위한 구체적인 설득표현요소로는 피해학생들의 흔적이나 방과 후 운동·음악 프로그램처럼 수신자 관점의 해결책을 담아야 더 설득적일 수 있다고 보았다. 셋째, 공익성 표현이라도 지나치게 자극적인 표현은 역효과가 날 수 있기 때문에 사전검토를 충분히 해야 한다고 보았다. 본 연구는 청소년층의 수요창출 방안을 구체적인 예시로 제작해 봄으로써 관련분야의 실무자들에게 실질적인 메시지 제작에 도움이 될 수 있을 것이다.

국내외 사이클 웨어 브랜드의 치수체계 조사

This study investigated domestic and foreign cycle wear sizing systems for the domestic market and provided basic data for development of a high functional cycle wear with excellent fitness qualities. Each brand was found to have different dimension items and different sizes as well as size deviation and range according to each item. Therefore, a size selected by referring to the dimension items would be expected to have confusion when selecting a size. Domestic brands are able to selects sizes relatively easily because they suggest sizes mainly by height and weight (which are a universal size). However, the development of a sizing system for domestic cycle wear brands is needed because each brand have different sizes according to its dimension items. Foreign brands are also different from domestic brands in size marking items and sizes according to items. Therefore, the establishment of a sizing system standard for foreign brands is necessary because there could be a problem with fitness in the same sizes selected for domestic brands. Cycle wear is also able to cover various body types due to the elasticity of its material; however, and evaluation of fitness and a follow-up study will be necessary to develop cycle wear with a fitness that is proper for a Korean body type.

골프웨어 브랜드의 스폰서십에 대한 소비자 인식이 고객충성도에 미치는 영향

골프웨어 브랜드의 스폰서십에 대한 소비자 인식이 고객충성도에 미치는 영향

패션브랜드와 후원행사의 정보일치성이 후원마케팅 효과에 미치는 영향 - 신규 아웃도어웨어 브랜드를 중심으로 -

Because of consistent growth of the outdoor-wear market, many outdoor wear brands have implemented diverse marketing strategies to catch consumers' attentions. This research was started with a purpose of examining sponsorship marketing and its effects on outdoor-wear brands. Future research should be conducted by modifying and supplementing the points that were not considered in this study. The factors used to analyze the effects of sponsorship marketing on outdoor-wear brands were brand attitude and purchase intention, and the study used questionnaires collected from 396 men in the Daegu-Gyeongbuk Province. Analysis of the data was performed using factor analysis, independent sample t-test, ANOVA, and cluster analysis. The study result is as follows. First, there was no difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to the level of information consistency. Second, there was a significant difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to age, income, clothing expenditure, and spending for products. Third, there was no difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to the shopping orientation group.