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卞裕善,鄭燦辰 服飾文化學會 1999 服飾文化硏究 Vol.7 No.6
Fashion marketing channels experience conflicts inevitably because of constant interaction among fabric producers, apparel manufacturers, contractors, and retailers. However, it is rarely that attempts has been made to identify causes of conflicts in distribution channel of fashion industry. The purpose of this study was to explore causes of conflicts from the standpoint of a cotractractor in fashion marketing channels. By means of in-depth interviews with multiple informants, their statement was analyzed qualitatively. From analysis of the resulting data, the causes of conflict were associated with two broad sets, attitodinal and structural differences between apparel manufacturers and contractors. First, attitudinal sources of conflict were identified as perception of subordinated relationships between channel members, delayed announcment on order changes, difficulties in communication by using different terms, different expectations between channel members in controlling product quality, and lack of credit in inspecting products. Second, structural sources of conflict involved unilateral decision on wages for contracting, lengthy payment period derived from a bill of credit, deficient autonomy in selecting auxiliary suppliers, unreasonable issues on lead time, and unfair transaction in selecting a contractor or inspecting finished products. There are limitations on generalization due to the tesults based on interviews, but this study will be a useful exploratory step before designing a large scale survey.
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스포츠 웨어 브랜드의 콜라보레이션, 원산지, 유행관여도가 중국소비자의 호의도에 미치는 영향
사문,변유선,황선진 한국패션비즈니스학회 2023 패션 비즈니스 Vol.27 No.1
The purpose of this study was to investigate and verify interaction effects of collaboration and brand origin as well as fashion involvement on consumer attitudes towards global sports apparel brands and Chinese local sports apparel brands targeting Chinese consumers. A survey was conducted on 425 Chinese women aged 19 to 34 years. Data were subjected to frequency analysis, reliability analysis, t-tests, 3-way ANOVA, and simple effect analysis. Results of the study are as follows. First, fashion involvement, collaboration, and brand country of origin all had a significant effect on consumer preference of Chinese consumers when purchasing sportswear. Second, fashion involvement and collaboration in purchasing sportswear had a significant interaction effect on consumer preference. Finally, collaboration, brand origin, and fashion involvement showed significant three-way interaction effects on Chinese consumers' preferences. Results of this study can help establish an efficient marketing strategy for Chinese local sportswear brands, which are fiercely competing with global sportswear brands in the Chinese market because they can examine Chinese consumers' attitudes toward sportswear brands. To accurately compare global and local sportswear brands, it must be assumed that there are no differences in brand preferences among consumers. However, as this study selected each brand as the research brand ranked as the top preference, this aspect was not taken into consideration. Therefore, in future research, it is necessary to consider differences in brand preferences and conduct the study accordingly.
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정찬진,변유선 복식문화학회 1999 服飾文化硏究 Vol.7 No.6
Fashion marketing channels experience conflicts inevitably because of constant interaction among fabric producers, apparel manufacturers, contractors, and retailers. However, it is rarely that attempts has been made to identify causes of conflicts in distribution channel of fashion industry. The purpose of this study was to explore causes of conflicts from the standpoint of a contractor. For this study, data were collected from the owner or the manager represented with a contractor in fashion maketing channels. By means of in-depth interviews with multiple informants, their statement was analyzed qualitatively. From analysis of the resulting data, the causes of conflict were associated with two broad sets, attitudinal and structural differences between apparel manufacturers and contractors. First, attitudinal sources of conflict were identified as perception of subordinated relationships between channel members, delayed announcement on order changes, difficulties in communication by using different terms, different expectations between channel members in controlling product quality, and lack of credit in inspecting products. Second, structural sources of conflict involved unilateral decision on wages for contracting, lengthy payment period derived from a bill of credit, deficient autonomy in selecting auxiliary suppliers, unreasonable issues on lead time, and unfair transaction in selecting a contractor or inspecting finished products. There are limitations on generalization due to the results based on interviews, but this study will be a useful exploratory step before designing a large scale survey.
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황선진,이수진,변유선 한국의류학회 1997 한국의류학회지 Vol.21 No.2
This study explored the attributes of the fashion specialty store according to the level of fashion involvement. Data were obtained from 262 female college student. For analysis of the data, conjoint analysis, T-test, factor analysis were employed. The results of this study were as follows; 1) Fashion involvement could be used as an importants segment variable and that attitude toward store attributes differed by the level of fashion involvement. 2) The high fashion involvement group preferred a downtown area in location, high fashion in fashionability and fashion couture quality in terms of product quality. On the other hand, the low involvement group preferred a residential area in location, basic staple goods in fashionability, and easy to care clothes in terms of product quality. 3) Five store attributes were grouped into two attribute groups: merchandising function (including product quality, assortment and fashionability) and store atmospheric function (including location and atmosphere). The results showed that the high fashion involvement group placed more importance on the store atmospheric function rather than the merchadising function. For the low fashion involvement group, the importance was reversed.
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우리나라 남성복 광고의 변화와 남성복 정장 자켓의 디자인 요소 변화에 관한 연구
권혜욱(Hae Wook Kwon),변유선(Yoo Sun Byun) 한국복식학회 1997 服飾 Vol.32 No.-
The purpose of this study were to identify the design elements and the changing flow of advertisement from 1970`s to 1990`s by using content analysis of men`s magazines. Finding were as followed : First, through the analysis of men`s wear advertisement in magazine, it was found that the closer to 1990`s the more various men`s wear styles and backgrounds were advertized. These were more image oriented than product oriented. Since 1980, the advertisement about the licenced and the imported brands have been increased and the serial advertisement has shown more frequently than the 1-page advertisement since 1990`s ; Second, two piece suit was dominated in men`s wear during 1970`s and 1980`s. From 1990`s this style was decresed, in stead combi suit was increased. In 1970`s, the X silhouette was in fashion, and the Y and the X silhouette were increased during 1980`s. The H silhouette was dominated in 1990`s. The brighter and the more various colors appeared in 1990`s than in 1970`s. The solid pattern was the main flow in men`s wear, however, the stripes and the the check patterns were added in 1990`s : Third, single breasted jacket style with two buttons and tailored collar was in fashion during 1970`s. The length of the v-zone was shorter than half at this time, however, it was lengthened in 1980`s. Also the the length of the jacket was lengthened. In 1990`s the double breasted jacket style and two buttons were increased. The length of the v-zone and jacket were also lengthened.
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과시소비성향, 판매촉진과 제조국 이미지가 중국여성소비자의 패션 명품 구매태도에 미치는 영향
윤서(Yin Shu),황선진(Sun Jin Hwang),변유선(Yoo Sun Byun) 한국복식학회 2012 服飾 Vol.62 No.1
The purposes of this study were study intended to investigate effects of conspicuous consumption, sales promotions and images of the country of manufacture on Chinese consumers` purchasing attitudes to fashion luxury brands. The study was conducted by experimental conspicuous consumption(2)X[types of sales promotions(2) X images of the country of manufacture(2)] design by combining the 3 variables mentioned above. 312 women living in Chengdu were collected for this study. For data analysis, factor analysis, T-test, frequency analysis and ANOVA were used. The results were as follows: First, Chinese consumers` favor to fashion luxury brands: 2-way interactions, in sales promotions and images of the country of manufacture, was found for favor to fashion luxury brands. Second, Chinese consumers` purchase intent to fashion luxury brands: only the main-effects of conspicuous consumption and images of the country of manufacture was meaningfully positive. It demonstrates that only conspicuous consumption and images of the country of manufacture effected Chinese consumers` purchase intent to fashion luxury brands.
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