Kyung-Hee Hong

Clothing Selection Criteria and the Use of Fashion Information Sources Based on the Perceived Age of Elderly Female Consumers in their 60s~70s

This study examines the clothing purchasing behavior of elderly female consumers based on their perceived age. This study grouped elderly female consumers by their perceived age and examined what influence the clothing selection criteria or fashion information sources have on individual clothing purchase behavior. From January to February 2008, data research was conducted on 194 elderly women in their 60s and 70s from Seoul. The SPSS 14.0 software program was used to conduct data analyses such as descriptive statistics, frequency analysis, factor analysis, reliability analysis, ANOVA, and the Duncan test as a post-hoc analysis. The results of this study are as follows: First, the elderly female consumers were divided into three groups, younger, average, and older according to their perceived age. Second, the factors derived from the factor analysis of their clothing selection criteria included personal relevance, practicability, conformity, and economic efficiency. In addition, three factors of advertising/media-provided, consumer-provided and store-provided information were extracted from the factor analysis of fashion information sources. Third, there were significant differences in personal relevance and conformity that depended on the perceived age of elderly female consumers for clothing selection criteria. Fourth, in the use of fashion information sources, significant differences were found in all aspects of advertising/media-provided, consumer-provided, and store-provided information sources that depended on their perceived age.

Classification of Middle Aged Women`s Breast Shapes Using 3D Body Measurement Data

The breast types of middle-aged women of 80A (formerly 80B) size were classified through a 3D scanned nude body. Thirty seven measurements including the radius of curvature, surface area, volume, surface length, and breast displacements were used as input variables. We extracted five main factors through the factor analysis of the measurements and classified 36 subjects into 3 clusters through the cluster analysis. As a result of the factor analysis, the size of the breast, breast sag, the curvature of the inner and the outer breast curve, the width of the breast, and the nipple direction were found as the main factors. For the results of the classification of breast types, Cluster 1 was characterized by narrow breast width and unsymmetrical under the breast curve, whereas Cluster 2 was a wide and sagged shape. Cluster 3 was classified into big breast volume and symmetrical under-breast curve. The results are useful to the product development of high quality brassieres which reflect the 3D characteristics of breast types of middle-aged women.

The Production Situations of Apparel Sewing Company and the Perceptions about the Mass Customization

This study aims to discuss what changes Korean clothing companies and manufacturers have undergone with production facilities moving abroad due to offshore outsourcing and examine what conditions the clothing manufacturers are facing and how the clothing companies recognize those manufacturers. For these purposes, in-depth interviews were conducted with 24 firms with annual production capacity of more than 200,000 pieces among clothing brands for the domestic market, clothing exporters and promotion agencies. Those interviewed firms were the companies who were found to produce more than 200,000 pieces of clothing per year, and the interview-based survey was conducted from December 18, 2008 to January 30, 2009. The key findings from this study are as follows; first, a high percentage of interviewed firms were producing only a small number of items in Korea with a large part of their production line transferred abroad or outsourcing all of their production abroad only with their headquarters in Korea. Second, many were employing contractors rather than their own factories. Third, when asked about the wage levels of clothing manufacturers, many of the clothing companies gave responses such as: `They are just our contractor, so we respect their decision,` `We don`t know because it`s none of our business,` or `We don`t know at all.` Fourth, when asked about the work environment of clothing manufacturers, the clothing companies gave responses such as: `We know in part,` `To our knowledge, they conform to the Labor Standards Law,` or `We don`t know at all.` Fifth, the production line of clothing manufacturers featured straight-line systems, specialization, pairing and compounding/mixing. Sixth, it was found that clothing companies had interest in mass customization but their preparations were not satisfactory.

The Influence of Salespersons Attributes on Relationship Commitment between College Students and Salespersons and Their Performance

This study is a survey of college students who have been exposed to a variety of clothing consumption environments such as online transactions through the Internet, with the purpose of examining the influence of salespersons attributes on college students` relationship commitment and perception of salespersons performance. The study conducted a questionnaire survey on 464 male and female students and used SPSS 12.0 for statistical data analyses such as mean, standard deviation, frequency analysis, reliability analysis, factor analysis, and multiple regression analysis. The results of this study can be summarized as follows: First, salespersons attributes such as appearance, expertise, customer orientation, and customer management fumed out as the factors that influence the satisfaction under relationship commitment at statistically significant levels. Likeability, customer orientation, and customer management were found to have statistically significant influence on perceived reliability of salespersons. Second, with respect to the influence of relationship commitment on customer performance, statistically significant factors included satisfaction and reliability. Customer orientation is considered most important by both male and female students among the salespersons attributes, followed in order by expertise, customer management, appearance, ethic and similarity. Likeability was found to be the least important attribute.

Consumers` Attitude toward Care Label Instructions on Children`s Clothing

The increased diversity in designs, colors, and materials of children`s clothing these days call for extra caution in care of these garments; however, the lack of customer`s trust and efforts in complying with the care label combined with the enterprises`s inadequate label attachments have led to various problems and disputes. This research attempts to examine customer`s recognition, perception, and attitude towards the care labels on children`s clothing. This research used the data collected from a total of 292 housewives raising children less than 7 year old. Descriptive statistics such as means, standard deviations, frequencies were calculated and ANOVAS followed by Duncan tests were carried out using SPSS 10.0. The results are as follows: First, 84.3% of the housewives admitted that they know about care labels; individuals with higher education level reported higher recognition. Second, as for the perception/attitude toward care labels, 46.9% perceived that care labels `require additional knowledge for washing clothes` and 30.2% answered that they trust care labels. Third, 51.7% answered that they `check the symbol instruction`; this tendency was higher among those with higher education levels. Fourth, 31.5% answered they comply with the instructions on care labels. Fifth, as for the reasons for not complying, 60.3% answered they neglect care labels because `based on my experience, no major problems would occur`; this tendency was higher for those with greater personal income. Sixth, when asked whether any information on the care label kept them from buying a particular garment, 59.2% responded they did not purchase a garment because `laundry costs appeared to outweigh the product price`; this response was higher among individuals with a higher level of income or education.

The Importance of Salesperson`s Characteristics and Criteria for Clothing Store Evaluation in Terms of Elderly Female Consumer Lifestyles -Focus on Females in their 60`s and 70`s living in Seoul-

This study classifies the lifestyle of elderly female consumers in their 60`s and 70`s and examines the influence of lifestyles on personal clothing purchase behavior. This paper classified the types of lifestyle and examined the influence of lifestyle types on the perceived importance of salesperson`s characteristics and store evaluation criteria. A survey was conducted on 194 elderly females in their 60`s and 70`s living in Seoul. The SPSS 14.0 program was used to analyze the data. Descriptive statistics, factor analysis, reliability analysis, K-means cluster analysis, and one-way ANOVA followed by Duncan post hoc comparisons were conducted. The research results are as follow. First, in order to identify the lifestyle factors of elderly female consumers a factor analysis was conducted that indicated 9 factors. Second, as a result of the cluster analysis of lifestyle types, the respondents were classified into `proactives`, `passive stagnants`, `independent misers`, and `conservative consumers`. Third, according to lifestyle, weight on `appearance and image`, `professionalism`, `ethics`, `similarity`, and `customer orientation` abilities of the salesperson were significantly different. Fourth, in relation to the store evaluation criteria by lifestyle, a significant difference was found in the attention to `physical service` by a salesperson.

A Qualitative Study of Offshore Outsourcing by Korean Clothing Companies

This study assumes that Korea`s offshore outsourcing is used for diverse purposes such as designing, the supply of raw and subsidiary materials, production, and manufacturing. The purpose for production exists in the beginning stages of development, because it would have grown in scope since the 1990s when offshore outsourcing began in earnest. In this study, in-depth interviews were conducted with 24 firms with an annual production capacity of more than 200,000 pieces among clothing brands for the domestic market, clothing exporters, and promotion agencies. The interviews took place from December 18, 2008 to January 30, 2009. The interviewees were limited to the officers who had the authority to select manufacturers and decide on production volumes. Responses from the in-depth interviews were recorded, transcribed, and analyzed. The study results are summarized as follows: First, Korean clothing companies were found to rely on offshore outsourcing (China, North Korea, Vietnam, and Indonesia). Second, offshore outsourcing focused on the purposes for production; however, even fabrics were often outsourced in the case of production in China. Third, the interviewed firms mentioned cost savings, production cost reduction, and labor cost reduction most frequently as the main reasons for offshore outsourcing. Fourth, customs duties were considered most important in offshore outsourcing. Finally, when deciding on foreign manufacturers for offshore outsourcing, the surveyed clothing companies were found to: select manufacturers after market research in their outsourced countries, maintain existing contracts, or consider design capabilities and price quotations of candidate manufacturers.