Journal of the Korean Society of Costume (복식)
- Volume 51 Issue 1
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- Pages.49-59
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- 2001
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- 1229-6880(pISSN)
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- 2287-7827(eISSN)
A Study on Infant s Wear Brand Positioning according to Fashion Lifestyle of Missy Women
신세대 주부의 패션라이프스타일 유형에 따른 유아복 상표 포지셔닝에 관한 연구
Abstract
This study was designed to identify the brand positioning of Infant's wear according to fashion lifestyle of missy women. Cluster analysis on fashion lifestyle classified three groups according to fashion lifestyle factors : Fashion Indifference group(34%), Fashion & Individuality Oriented group(27%), Rationality Oriented group(37% ). The analysis of positioning map with satisfaction of seven brand image attributes (color, design, price, utility, quality brand name, fashion) showed the distance of satisfaction was different among three groups.