- Volume 24 Issue 2
The purpose of this study was to investigate the differences in various fashion lifestyle segments' perceived benefits and design preferences for outdoor clothing to improve the development of outdoor clothing. Data were collected by questionnaire from 600 subjects aged 30 years and over with experience purchasing outdoor clothing in the past year. Frequency analysis, factor analysis, cluster analysis, reliability analysis, ANOVA, and chi-square analysis were used for the data analysis. The results of this study were as follows. Four segments were identified based on fashion lifestyle: manifoldly conscious, sensation conscious, practicality conscious, and brand conscious. Perceived outdoor clothing benefits generated three dimensions, including premium brand, practicality, and functionality, and preferred image produced two factors, tasteful/refined and comfortable/casual. Significant differences were found in the purpose of purchasing outdoor clothing, perceived benefit, and image and t-shirt pattern design preference among the segments. The manifoldly conscious group had a higher tendency to pursue various benefits and images of outdoor clothing and to prefer t-shirt textile designs with foulards and stripes. The sensation conscious group considered fashion and individuality in daily life but not in outdoor clothing. The practicality conscious group showed a preference for simple and casual styles with functionality and foulard patterns for t-shirts. The brand conscious group tended to prefer a striking design to functionality. This study is expected to be used as preliminary data for merchandising planning of outdoor clothing.
패션 라이프스타일;아웃도어 의류;추구혜택;디자인 선호
- An, H. J., & Lee, J. H. (2013). A study on outdoor apparel market segmentation by benefits sought: Focused on middle school & high school students. Korean Journal of Human Ecology, 22(6), 659-672. doi:10.5934/kjhe.2013.22.6.659 https://doi.org/10.5934/kjhe.2013.22.6.659
- Botschen, G., Thelen, E. M., & Pieters, R. (1999). Using means-end structures for benefit segmentation: An application to services. European Journal of Marketing, 33(1/2), 38-58. doi:10.1108/EUM0000000004491 https://doi.org/10.1108/EUM0000000004491
- Cho, A. L., Son. Y. J., & Lee, I. S. (2014). A design development for the outdoor wear for new senior generation. Journal of Korea Design Knowledge, 31, 65-75.
- Cho, H. K., Kim, J. S., & Lee, J. H. (2010). A study of directions for development of smart clothing based on the consumer's lifestyle. Korean Journal of the Science of Emotion & Sensibility, 13(1), 11-20.
- Gutman, J., & Mills, M. K. (1982). Fashion life style, self-concept, shopping orientation, and store patronage: An integrative analysis. Journal of Retailing, 58(2), 64-86.
- Hong, H., & Koh, A. (2002). Benefit segmentation of the Korean female apparel market: Importance of store attributes. Clothing and Textiles Research Journal, 20(4), 205-214. doi:10.1177/0887302X0202000404 https://doi.org/10.1177/0887302X0202000404
- Huddleston, P., Ford, I., & Bickle, M. C. (1993). Demographic and lifestyle characteristics as predictors of fashion opinion leadership among mature consumers. Clothing and Textiles Research Journal, 11(4), 26-31. doi:10.1177/0887302X9301100404 https://doi.org/10.1177/0887302X9301100404
- Je, E. S. (2012). Study on the clothing selection criteria and purchasing satisfaction according to the outdoor wear benefit. Journal of Fashion Business, 16(4), 1-12. doi:10.12940/jfb.2012.16.4.001 https://doi.org/10.12940/jfb.2012.16.4.001
- Jeong, S. J., & Choi, S. K. (2012). Investigation of consumers' color preference towards outdoor wear brands. Journal of the Korean Society of Design Culture, 18(3), 489-499.
- Kim, I., & Ha, J. S. (2012). A study on design characteristics in outdoor wear. Journal of the Korean Society of Fashion Design, 12(1), 93-109.
- Kim, Y. K., & Lee, J. (2000). Benefit segmentation of catalog shoppers among professionals. Clothing and Textiles Research Journal, 18(2), 111-120. doi:10.1177/0887302X0001800205 https://doi.org/10.1177/0887302X0001800205
- Ko, E. J., & Mok, B. K. (2001). A study of advertising effects by internet advertising types and fashion lifestyle. Journal of the Korean Society of Clothing and Textiles, 25(7), 1258-1269.
- Ko, E., Kim, E., Tayor C. R., Kim, K. H., & Kang, I. J. (2007). Cross-national market segmentation in the fashion industry: A study of European, Korean, and US consumers. International Marketing Review, 24(5), 629-651. doi:10.1108/02651330710828022 https://doi.org/10.1108/02651330710828022
- Kwon, I. K., & Won, D. Y. (2014). The analysis of consumption behavior and marketing implication of middle-aged women's outdoor sportswear. The Korean Journal of Physical Education, 53(2), 309-321.
- Lai, A. W. (1995). Consumer values, product benefits and customer value: A consumption behavior approach. Advances in Consumer Research, 22(1), 383-388.
- Lee, A. R. (2016, January 7). 라이프스타일 아웃도어 시장 2조원대 급성장 [Lifestyle outdoor market rapidly glow to 2 trillion won]. Apparel news, Retrieved March 31, 2016, from http://www.appnews.co.kr/main/inews.php?table=internet_news&query=view&uid=59191
- Lee, J. H. (2015, August). 2015 유러피언 아웃도어 트레이드 페어 패션쇼 [2015 European outdoor trade fair fashion show]. Monthly outdoor, Retrieved March 31, 2016, from http://navercast.naver.com/magazine_contents.nhn?rid=1105&contents_id=96019
- Lee, Y. J., & Park, M. J. (2013). The middle-aged consumer's using active wear as casual wear based on the clothing benefits. The Research Journal of the Costume Culture, 21(5), 765-779. doi:10.7741/rjcc.2013.21.5.765 https://doi.org/10.7741/rjcc.2013.21.5.765
- Paek, K. J., Hwang, Y. M., & Lee, J. R. (2013). Actual wearing conditions and attitude: An initial report on as outdoor wearing survey for man and woman in their 30s to 50s. Fashion & Textiles Research Journal, 15(5), 787-796. doi:10.5805/SFTI.2013.15.5.787 https://doi.org/10.5805/SFTI.2013.15.5.787
- Park, W. M., Park, C. D., Lee, G. R. & Ra, J. E. (2002). Design process of outdoor-wear for improvement of comfort and appearance. Journal of the Korean Society of Costume, 52(8), 29-39.
- Rhee, Y. J., & Lee, E. O. (2011). The qualitative study on outdoor sportswear purchase behavior: Focusing on functional fabric awareness level and benefits sought. The Research Journal of the Costume Culture, 19(5), 1088-1101. https://doi.org/10.29049/rjcc.2011.19.5.1088
- Schiffman, L. G. (1980). Lifestyles and Consumer Behavior of Older Americans. [Review of the book Lifestyles and consumer behavior of older Americans, by H. G. Schutz, P. C. Baird, & G. R. Hawkes]. The Journal of Consumer Affairs, 14(2), 501-503.
- Schutz, H. G., Baird, P. C., & Hawkes, G. R. (1980). Lifestyles and consumer behavior of older Americans. The Journal of Consumer Affairs, 14(2), 501-503.
- Shim, S., & Bickle, M. C. (1994). Benefit segments of the female apparel market: Psychographics, shopping orientations, and demographics. Clothing and Textiles Research Journal, 12(2), 1-12. doi:10.1177/0887302X9401200201 https://doi.org/10.1177/0887302X9401200201
- Shin, H. S. (2009). Color combination planning. Seoul: Digital books.
- Wilson, J. (2001). Handbook of textile design. Cambridge: Woodhead Publishing.
- Zhang, H., Sun, X. B., & Wang, C. L. (2013). Effects of customer fashion lifestyle on customer loyalty. Journal of Northeastern University, 34(3), 452-456.
연구 과제 주관 기관 : 산업통상자원부