경쟁우위를 위한 의류 브랜드전략 연구

Abstract

This study, are examined consumer characteristics and consumer's clothing purchase behavior for each of the four brand types. The ultimate purpose of this study is to suggest the most effective marketing strategy for competive advantage in clothing brand strategy. The subjects selected for the final analysis are 412 women of age 20 to 34 in seoul and satelite town area. The questionnaire measured consumers' life style, fashion conscious demographic characteristics and clothing purchase behavior. Data were processed the spss package program. As for the analystic, method, factor analysis, clustering analysis, Chi-square test, F-test with ANOVA, frequency and percentage were applied in the survey. The results of this study indicate that it is possible to meaningfully describe and contrast four brand types based on consumer's characteristics and purchase behavior. 1. The clothing brand is classified into four types : Designer brand 3.9%, National brand 38.6%, Middle-price brand 28.6%, Low-price brand 28.9%. 2. Four brand types are a significant diference according the life style, the fashion consciousness and the demographic traits such as age education and income the average monthly spending on clothing. 3. There is an important discrimination according to four brand types in their clothing purchase behavior such as information usage, clothing choice criterion and brand choice motivation. 4. Based on the result of this analysis and the review of literature, the brand strategy is suggested that characteristic and products development is efficient way to each brand consumers' purchase need. Therefore each brand which pursue an added value must frame marketing strategy on the basis of the target consumers' sensitivity characteristic according to the life style and fashion consciousness.