Journal of Fashion Business 

About: Journal of Fashion Business is an academic journal published by The Korean Society of Fashion Business. The journal publishes majorly in the area(s): Clothing & Purchasing. It has an ISSN identifier of 1229-3350. It is also open access. Over the lifetime, 868 publications have been published receiving 1570 citations.

An Exploratory Study on Brand Personality :The Case of A Traditional Casual Brand in Korea

Abstract: In order to build strong brand equity in the current market circumstances, it is essential to understand the core dimensions of brand image, which is brand personality. The objectives of this study were to identify the brand personality dimension so f a casual brand, "BeanPole," and to investigate the effects of the brand personalit yo n BeanPole buyers' brand preference, satisfaction and loyalty. The data were collected via a web survey. The sample consists of 500 people between the ages of 18-45 who are familiar with Bean Pole casual clothing brand (male- 40%; female-60%). Sixty-six percent of the sample indicated that they had purchased the Bean Pole clothing during the last three years. A total of five factors were extracted from the brand personality index scale: They were excitement/sophistication, competence, sincerity, ruggedness, and smoothness. Compared to the B/P non-buyers, B/P buyers tended to rate excitement/sophistication, competence, sincerity, and the smoothness brand personality dimensions higher. Multiple regression analysis revealed that excitement/sophistication, competence, sincerity and ruggedness brand personality were significant predictors of respondents' casual clothing brand preference, satisfaction, and brand loyalty. Among these significant predictors, competence was the best predictor of casual clothing brand preference, satisfaction and brand loyalty. Based on these findings, strategic implications are discussed.

The Effect of Experiential Marketing on Customer Satisfaction and Revisit Intention of Beauty Salon Franchise Stores

Abstract: The purpose of this study was set as clarifying the relative importance of experiential marketing on customer satisfaction and revisit intention of beauty salon franchise stores while raising the competitiveness of beauty salon service by clarifying the causal relationship between these factors and revisit intention The data was gathered using questionnaire targeting 350 adults living in Gwangju Metropolitan City and the analysis was performed using the SPSS 180 statistics package The result of this study is summarized as follows First, the factors forming up the experiential marketing of beauty salon franchise stores have been verified as a total of 5 dimensions to be shown as sense marketing, relation marketing, feel marketing, think marketing and action marketing Second, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the revisit intention Third, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the customer satisfaction Fourth, while the indirect effect of each of experiential marketing and customer satisfaction of beauty salon franchise stores on the revisit intention was independently shown as significant, the indirect effect of experiential marketing by mediating customer satisfaction was not shown as significant

Comparison on the Pants Fitting for Obese Women between 3D Virtual Garment and Real Garment

Abstract: A study using 3D virtual garment simulation is carried out for the evaluation and application on the pants fit for obese women in their age of 20s and 30s. The results are as follows; 5 obese women in their 20s and 30s were selected for the testing 3D body. They showed no significant differences in all items, comparing with the data of 5th Size Korea body dimensions. The average waist circumstance of the subjects` 3D body dimensions was 87.0cm, hip circumstance was 102.4cm, BMI was , and their obese body types had similar mean values. Based on the detailed design of ready made pants and the study results of 20~30s obese women preference for pants design, pants of straight silhouette and semi-tight fit which have waist line lowered, no front dart and one back dart, were manufactured with 100% black cotton and cotton spandex mixed fabrics. When comparing the appearances between real garment and virtual garment, the average of the real garment with 100% cotton was 3.70 and the virtual garment was 4.05. The average of real garment with cotton spandex mixed fabrics was 3.75 and the virtual garment was 4.06. Therefore, the average of virtual garment was highly evaluated. When comparing the results of evaluating the appearance, there was no significant difference caused by materials between real garment and virtual garment. The expression for the ease of virtual garment and real garment was also similar for good evaluation. Thus, 3D virtual garment simulation did positively prove its reliability and effect.

A Comparative Analysis of the Different between CLO 3D Avatar Sizing and Actual Body Measurement Shapes

Abstract: This study aims to use the avatar sizing system of the 3D apparel CAD program instead of the existing 3D body scanners, and to commercialize 3D personal avatars. Towards these ends, the study examined a difference between a 3D avatar and actual body was determined to verify the 3D avatar sizing system. For the experiment, three subjects were selected, were measured as they were, and were made to undergo 3D body scanning and photographing. Then, using avatar sizing system on the 3D apparel CAD program, three types of virtual bodies, namely 3D avatars. The 3D avatar and actual body measurements were compared, and 3D avatars and 3D body-scanned shapes were likewise compared. As a result, the three types of actual bodies and their 3D avatars that were created based on the sizing system of the 3D apparel CAD program were overall similar. but, the thin body-YY type and the normal body-A type were different from their avatars. In the case of type B, who had a bulging abdomen, the 3D avatar was bigger than the actual body as measured. Also, in all body shapes, the girths around the chest, waist and abdomen were produced with exaggerated muscular amounts compared to their actual muscular amounts.

Study on the Clothing Selection Criteria and Purchasing Satisfaction according to the Outdoor Wear Benefit

Abstract: This study made an analysis on the relation and influence between outdoor wear benefit, clothing selection criteria and purchasing satisfaction. Survey was conducted targeting 20s-30s males and females who have experience of purchasing outdoor wear and 335 sheets of questionnaire were used for final analysis. And statistics package SPSS16.0 was used for analysis of collected materials. A group seeking the trendy brand turned out to give considerable thought to the brand and trend and purchase less than 100,000won at the discount outlet. A group pursuing functional practicality puts an emphasis on the activity and use, and purchases at the internet shopping mall or department store. Regarding material, function, design, style and color as important, a group pursuing individuality and appearance turned out to purchase clothing at various places such as discount outlet, specialty store and internet. A group that is indifferent to clothing appeared not to care about specific elements when selecting outdoor wear. The result of study showed that consumers of outdoor wear show purchasing satisfaction in respect of design, style, color or trend. Key Words : 아웃도어 웨어 의복추구혜택 Key Words : outdoor wear( ), clothing benefit( ), clothing selection criteria( ), purchasing sat의복선택기준 구매만족도isfaction( )