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G감성척도에 의한 중국소비자 유형특성 및 패션소비 연구
심영완 ( Young Wan Shim ),금기숙 ( Key Sook Geum ) 한국감성과학회 2013 감성과학 Vol.16 No.3
This study aims to investigate the characteristics of Chinese consumers, who are growing up as the global biggest consumption market, according to G sensibility types, and to provide the data base for China market by analyzing the consuming pattern per sensibility and the preferred color. For the investigation, the survey on G sensibility and consuming pattern was conducted for consumers in four cities of China. As a result of classification of G sensibility types, it was found that Chinese consumers tended to behave in accordance with their values and identities and the most general type in them was G1 pursuing the reasonable and logical consumption, unlike Korean consumers who tended to be shown as G3 for the most general type according to the preceding study. As to characteristic of consumption, Chinese consumers preferred to purchase clothes from the department store, and in case of G2 type, the characteristics was corresponded with Actionist`s character which shows the wide range of behavior and high-consumption, by preferring the road-shop next to the department store. Chinese consumers tended to purchase the clothes on the basis of their preferred colors, and especially it was shown that achromatic color was very commonly preferred. Also the black color was on the highest preference, and white, dark gray and light gray were followed. Meanwhile, in chromatic color, it was found that brown, orange, red and blue were preferred in order, and in case of G4, it was found that they preferred more various colors compared to the other types. This result could be used as the data base for the marketing strategy of fashion design industry and the related companies, as well as the new communication method for the consumers.
중국 상하이 백화점 유통 남성내의 브랜드 디자인 특성 연구 -스트라이프 패턴을 중심으로-
심영완 ( Young Wan Shim ),금기숙 ( Key Sook Geum ) 한국패션디자인학회 2013 한국패션디자인학회지 Vol.13 No.3
This study aims to create a foundation for design so that domestic companies can enter into the Chinese market successfully, by analyzing the patterns used in the brands which lead the male underwear market in China, among those distributed in department stores. Therefore, Shanghai, the center of fashion and economy in China, was chosen as a research area, and twenty-four department stores were chosen focusing on Bailian Group. The department stores, which achieved from the first to third place in the total sales amount of male underwear in Shanghai during 2010 to 2011, were researched. Subject brands were chosen as Schiesser, Underlook and Goodio, which were available in all three department stores, and both the present situation of brand and design patterns were analyzed through literary research and empirical research. According to the research, the most frequently used pattern was the stripe, and among 1,029 items collected from three brands, 243 stripe patterns were used and its proportion was 23.6%. Among the 32 types of stripe patterns which were specially classified for this research, 20 types were used. Single stripe, the most frequently used pattern, was followed by alternate stripe and double stripe, in order of frequency. According to brand, the stripe patterns were used in 35.9% of Schiesser products, 18.4% of Underlook products and 14.8% of Goodio products. As a result, the stripe pattern, which accounts for 29.7% of total underpants, can be seen as the most important pattern in the male underwear design in Shanghai, China, and particularly, 77.1% of the drawers was vertical stripes and 88.1% of the home wear was horizontal stripes. This result could be considered as a characteristic of the Chinese male underwear market. This result could be used as data for a company to enter the Chinese market. It can be used for marketing and designing materials and further studies should be extended to regional characteristics of Chinese male underwear design.