Images Positioning of Women`s Formal Wear Brands -Tuning in the three department stores in Daejon- = Images Positioning of Women`s Formal Wear Brands -Tuning in the three department stores in Daejon-

다국어 초록 (Multilingual Abstract)

The purpose of this study was to analyze and to position the clothing images of women`s formal wear brands carried by at least two department stores in Daejon, for providing data for a basic marketing strategy for fashion manufacturers and distributors. The results from the study were as follows ; The brand that showed the highest classic image was ``BCBG``(83.6%), the brand that showed the highest feminine image was ``Obzee`` (80.2%), the brand that showed the highest character image was ``Doho`` (84.1%), and the brand that showed the highest mannish image was ``F.Station`` (64.1%). On the brands image positioning map, brands, such as ``Deco``, ``Mine``, ``Time``, and ``Anne Klein``, lying on or near the point of intersection (where the vertical and horizontal axes meet) showed 4 types. They were ``smart & chic cluster``, ``charming & luxury cluster``, ``character elegance cluster``, and ``sportive elegance cluster`` that showed compound images. These clusters would be differentiated from young casual lines by emphasizing the brands` shape and cut, higher quality fabrics and materials, and elegant and graceful colors. Analysis of target ages and tweed jacket prices for brands carried by at least two department stores showed that the target was between 23 and 50, and that the prices range from 198,000 won to 460,000 won.