• The Research Journal of the Costume Culture
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• v.27 no.2
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• pp.109-122
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• 2019

With the greater importance of lifestyle shops and experience marketing, research is needed for the effective experience marketing of lifestyle shops by fashion product type. This study establishes effective and differentiated experience marketing strategies for fashion lifestyle shops by examining the effect of the experience marketing satisfaction with lifestyle shops on purchase intention and loyalty. This study categorizes lifestyle shops by fashion product types into a suit-oriented lifestyle shop, a casual/leisure/sportswear-oriented lifestyle shop and a home fashion lifestyle shop, Then a survey was conducted on participants who had visited lifestyle shop. As an analysis method, factor analysis, reliability analysis and regression analysis were conducted. In this study, we identified the experience marketing factors of fashion lifestyle shops. This study found that the satisfaction from experience marketing factors of fashion lifestyle shops by fashion product types affected purchase intention and loyalty differently. Considering the results of this study, it will be able to increase not only purchase intention and loyalty but also brand sustainability by establishing, applying, and executing a differentiated strategy considering the detailed factors of experience marketing for each fashion product type when planning and operating a fashion lifestyle shop. Through this study, effective marketing of fashion lifestyle shops by fashion product type will be implemented.

• Journal of Fashion Business
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• v.23 no.5
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• pp.67-80
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• 2019

This study analyzed the factors determining fashion lifestyle of Uzbek students in Korea and their clothing purchasing behavior and attitudes towards Hallyu, the Korean image, satisfaction, preferences and purchasing intentions for Korean fashion according to fashion lifestyle. The data collected from 260 Uzbekistan students in Korea were subjected to factor analysis, cluster analysis, ANOVA, Duncan test, and ${\chi}^2$-test using SPSS 25.0. The results were as follows: 1) Fashion lifestyle was analyzed based on brand orientation, tradition, fashion, and personality. The fashion lifestyle group was classified as follows: brand, fashion/personality, traditional, and fashion passive. 2) The evaluation criteria for fashion products, information sources, and store selection criteria were varied among the four groups of fashion lifestyle. 3) The attitude toward Hallyu and Korean image, the satisfaction, preference, and purchasing intention of KFP varied significantly between the fashion lifestyle groups. 4) The demographics of fashion lifestyle groups showed significant differences in sex and residential status. These results can be used as a basis for fashion companies targeting markets for Uzbek people in their 20s.

• Journal of Fashion Business
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• v.16 no.1
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• pp.26-40
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• 2012

The purpose of this study is to examine the fashion lifestyle variable of global consumers and to compare among US, Chinese and EU consumers. The data were collected in US(n=749), China(n=702) and EU(n=1083) from 2008 to 2010. For analysis, factor analysis, reliability analysis, K-means cluster analysis and chi-square analysis of SPSS 18.0 are used. The research results are as follow: First, it is shown that significant lifestyle factors of global fashion consumers are "adventure seeking", "fashion-oriented", "conspicuous consumption", "leadership", "brand-oriented", and "DIY". As a result of the cluster analysis of lifestyle types, four cross-national market segments are identified. These segments can be labeled as follows: "conservative fashion-oriented group", "passive consumer group", "neutral consumer group", "active fashion-oriented group". Second, findings also reveal that fashion lifestyle segments had meaningful differences between nationality and by year. Third, the US consumers tended to have conservative fashion-oriented lifestyle in 2008, however global consumers were changed to have active fashion lifestyle in 2010. This research will be useful to global brands in planning marketing strategies by offering specific information for global consumer fashion lifestyle.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.7
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• pp.1258-1269
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• 2001

The purpose of this study was to investigate the dimensions of fashion lifestyle, to examine the relationship between fashion lifestyle and internet advertising effect, and to identify the moderating effect of fashion lifestyle on the relationship between advertising types and advertising effects. Using dependent variables as internet advertising effects(i.e., attitude to advertising, attitude to product, attitude to brand), advertising types (i.e., banner, website e-mail types) and fashion lifestyle were used as independent variables. For the study, a sample of 152 apparel consumers participated in this survey research. The survey of design with a questionnaire was employed. Three types of fashion advertisement were included as banner type, website type, and e-mail type. For each type, two samples were included for the study. Questionnaire was developed with the html language and data collection was done through the internet on October 2000. For data analysis, descriptive statistics(i. e., frequency, percent), factor analysis, reliability analysis, linear regression and ANOVA were used. First, fashion lifestyle was classified with the seven dimensions: personality seeking group, planning purchase group, fashion leader group, fashion information seeking group, media preference group, commonness/traditional group, fashion follower group. Second, fashion lifestyle had signification effects on advertising effects. In the group of fashion lifestyle, fashion Information seeking group and planning purchase group were found to influence on the attitude toward advertising, and planning purchase type was influenced to attitude toward brand and attitude toward product. Third, main effects of fashion lifestyle were found to be significant. The correlation and interaction effects of fashion lifestyle and internet advertisement types were not significant.

• Journal of the Korean Society of Costume
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• v.51 no.1
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• pp.49-59
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• 2001

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.

• The Research Journal of the Costume Culture
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• v.24 no.5
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• pp.531-543
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• 2016

The purpose of this study is to classify fashion lifestyle types for color planning and to propose color planning of spring & summer by fashion lifestyle by analyzing preferred colors by fashion lifestyle type. The survey was conducted on women between the ages of 30 and 59 using a separately prepared questionnaire and color sample table and also through one-on-one interviews. The results of this study are as follows. First, the participants' fashion lifestyles were divided into three categories: information individuality type, display type, and practicality type. Second, regarding basic colors: the basic color consistently used for a long time, it was found that there were significant differences in preferred hue and tone according to the types of fashion lifestyles. Specifically, the most preferred hue of all the fashion lifestyle types was achromatic color N and the most preferred tone was V. Third, regarding color trends: the trendy color occupying a market transiently, there were significant differences in preferred hue and preferred tone according to the types of fashion lifestyle. The most preferred hue of all the fashion lifestyle types was B. The most preferred tone of the information individuality type and the display type was V, and that of the practicality type was B. The study found that, in color planning, fashion lifestyles can function as an effective tool to subdivide consumers. Based on the empirical results of this study, I propose that color planning should be based on the type of fashion lifestyle.

• Fashion & Textile Research Journal
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• v.16 no.4
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• pp.604-613
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• 2014

The purposes of this study were to classify respondents by their fashion lifestyle and to investigate the differences in cognition, attitude and purchasing experience of SPA brands among fashion lifestyle groups. The convenience sample was drawn from females between the ages of 20 and 39 who lived in Daegu and Gyeongbuk regions from November $1^{st}$ and $15^{th}$ 2012. Descriptive statistics, cluster analysis, ANOVA, Tukey test, and ${\chi}^2$ test were applied to analyze data from 255 respondents. Four clusters (fashion-oriented group, fashion indifferent group, conservative individuality-oriented group, conservative practicality-oriented group) were developed by 16 fashion lifestyle items. The attitude toward SPA brand was classified by six factors(fashionability/variety, good location, good quality, diverse promotions, low price, limited number of merchandise, sales person's information). There were significant differences in cognition, five attitude factors (fashionability/variety, good location, good quality, low price, limited number of merchandise) and purchasing experience of SPA brands among types of fashion lifestyle. While the fashion-oriented group had the highest scores of cognition, attitude and purchasing experience of SPA brands, the fashion indifferent group or the conservative practicality-oriented group had the lowest scores. There were significant differences in age and marital status among the four groups while there were no significant differences in marital status, family monthly income, and job.

• Journal of Korean Clinical Health Science
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• v.4 no.2
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• pp.556-565
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• 2016

Purpose. This study pourpose to fashion lifestyle and color interests in accordance with group university students' lifestyle focused on students in health and nursing fields. Methods. This study administered a structured questionnaire to 321 random subjects who currently major in health and nursing fields and who reside in Daegu city. For the collected data, using the SPSS 18.0, the following analyses were implemented: frequency analysis, factor analysis, K-means clustering analysis, t-test, and ${\chi}^2$-test. Result. In terms of lifestyle, seniors had shown more active groups than passive groups in comparison to their juniors. The active group in terms of lifestyle has shown higher interest in the importance of apparel and fashion leadership in comparison to the passive group. The active group in terms of lifestyle has also shown higher interest in color in comparison to the passive group. Conclusion. A fashion leader leading by examining the fashion life style and color interest in accordance with the lifestyle to target college students to investigate a variety of consumption patterns made according to personal preference consists of a smooth communication between businesses and consumers needed for product development.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.3
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• pp.438-451
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• 2018

This study analyzed differences in awareness, attitude, and purchase intention for multi-brand stores among fashion lifestyle groups. A questionnaire survey was conducted between September 12th and September 30th 2016 with women in their 20s to 40s living in the Seoul metropolitan area, Busan, Gyeongnam area, Daegu, and Gyeongbuk area. Data were collected from 417 women and analyzed using factor analysis, cluster analysis, analysis of variance and a Duncan test. The results of this study are summarized as follows. First, the result of factor analysis showed that fashion lifestyle was divided into five factors such as individuality orientation, practicality orientation, conspicuous orientation, fashion orientation, and economic orientation. The respondents were classified into economic pursuit group, individuality seeking group, active fashion seeking group and practicality seeking group according to fashion lifestyle factors. Second, there were significant differences in awareness, attitude, and purchase intention of multi-brand stores among fashion lifestyle groups. Fashion seeking group was more aware of, had a positive attitude toward, and purchased more fashion products in multi-brand stores than other groups.

• Korean Journal of Human Ecology
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• v.17 no.4
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• pp.723-731
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• 2008

This study was performed to investigate the relationship between the fashion lifestyle and the ornament wearing practices of college students. A questionnaire survey was conducted on 545 college students (male students 36.7%, female students 63.3%) in the Cheongju area, Korea. Frequency, factor analysis, cluster analysis, t-tests, $X^2$ and ANOVA were used for data analysis. The results of this study were as follows: 1) Fashion lifestyle of students was classified into 4 factors; fashion oriented, aesthetics pursuit, brand preference and reasonable economy. Based on the factor scores, 4 clusters were identified; practical, brand oriented, personality and self conspicuous. Female students were more affiliated to personality and self conspicuous group than male students. 2) They owned earrings, necklaces and rings, in the order. There were significant gender differences in the wearing practices of ornament. 3) Also, there were significant differences in the ornament wearing practices according to fashion lifestyle.