• Title, Summary, Keyword: apparel trade

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The Effects of Consumer Characteristics, Awareness of Korean Fashion Brands, and Satisfaction with Korean Fashion Products on Word of Mouth (WOM) Experiences and Behavior -Focusing on Chinese Students in Korea- (소비자 특성, 한국브랜드에 대한 인지도, 패션제품 만족도가 구전경험과 구전행동에 미치는 영향 -재한 중국유학생들을 중심으로-)

  • Kim, Soram;Jo, Soo Kyoung;Gao, Yan;Lee, Hyun-Hwa
    • Journal of the Korean Society of Clothing and Textiles
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    • v.38 no.2
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    • pp.216-230
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    • 2014
  • The importance of the Chinese fashion market is increasing; therefore, this study investigates the possibility of implementing a Word-of-Mouth (WOM) marketing strategy among Chinese students in Korea. This study examines the effects of consumer characteristics (similarity, opinion leadership, and fashion innovativeness), awareness of Korean fashion brands, satisfaction with Korean fashion products on WOM experiences and WOM behavior (off-line as well as on-line). A total of 161 responses from Chinese students in Korea were gathered and analyzed using SPSS 20.0 for descriptive statistics, factor analysis, and regression analysis. The results show that consumer characteristics (except similarity) significantly influence WOM experiences, opinion leadership influence off-line WOM behavior, and fashion innovativeness influence online WOM behavior. However, similarity has no influence on WOM experiences and WOM behavior. Second, Korean brand awareness affect both WOM experiences and behavior; however, satisfaction with Korean fashion products only affected WOM experiences. This study showed the feasibility of conducting a WOM marketing strategy using the WOM effects of Chinese students in Korea. The study may help the Korean apparel industries establish an entry strategy for the Chinese market.

How the Korean Fashion Industry is Viewed by WWD USA (미국 패션전문 일간지 WWD에 드러난 한국 패션산업에 대한 인식)

  • Lee, Yu-Ri;Medvedev, Katalin;Hunt-Hurst, Patricia;Choi, Yun-Jung
    • Journal of the Korean Society of Clothing and Textiles
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    • v.32 no.12
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    • pp.1915-1926
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    • 2008
  • Although we know that images of a country or an industry are influential factors in product evaluation, there has been little discussion about the channels through which consumers form a country or an industry image. Guided by the assumption that the image of the Korean fashion industry conveyed through U.S. media will likely affect the evaluation of Korean fashion products, we decided to examine articles published between January 1998 and June 2008 in Woman's Wear Daily(WWD), a prestigious U.S. daily trade newspaper covering all aspects of the national and international fashion business. By using the "Korean", we found 329 relevant articles. Through content analysis, we identified the aspects of the Korean fashion industry that have been considered salient to U.S. fashion media professionals. We set up categories based on the contents of the articles that discussed segments of the supply chain of the fashion industry. We found more comments on the Korean fashion industry as fiber and fabrics supplier or apparel manufacturer than in any other categories, which reflects that South Korea has been traditionally one of the most attractive sourcing countries for the U.S. fashion business. We identified significantly less coverage on the designing, branding, marketing, and retailing aspects of the Korean fashion industry. Due to economic boom in Korea, the country's fashion industry is recognized as having a highly fashion-conscious market that can afford the world's premium brands. However, the industry is viewed as being rather vulnerable to changes in the macro economic environment.