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Vol.36, No.0, 281 ~ 291, 2012
Title
Purchase of casual brand and satisfaction of body, clothing and brand
박선미 Park Sun-mi
Abstract
Casual wear market is explosively growing these days because of the social environment such as the five-day work week in the mature fashion market. Casual wear market is expected to grow more and more encroaching formal wear and sport wear and that`s why there are lots of brands struggle to survive in the casual wear market. In this study, survey data are obtained from female students in their 20`s who are sensitive to the design of clothing to investigate the purchase of casual wear and the satisfaction for body, clothing & brand. The results are as following. In the part 1, it is revealed that female students prefer sport brands and street fashion brands to the other casual brands. they recognize their favorite brands by shopping at the fashion stores and reading the fashion magazines. they select clothing from its design and price. Actually, they like to shop at the street stores and the department stores. In the part 2, people who are more satisfied with their body get more satisfaction with clothing and brand. It is recommended for the fashion companies to use strategies such as some events which can promote consumers` body satisfaction. Finally, the result shows that the more they are satisfied with clothing, the more they are satisfied with brand which they like most. Therefore, it is needed for the fashion companies to develop better casual wears in their design & price focusing on their product strategy to meet the consumers and to improve their brand loyalty.
Key Words
캐주얼웨어, 신체만족도, 의복만족도, 브랜드만족도, Casual wear, Body Satisfaction, Clothing Satisfaction, Brand Satisfaction
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