Yoon-Jung Lee

Cross-Cultural Examination of Women’s Fashion and Beauty Magazine Advertisements in the United States and South Korea

To compare differences in the construction of womens images across the United States and South Korea, this study examines advertisements in fashion and beauty magazines of the two countries. The content analysis includes product/service types, models’ characteristics, and the degrees of female objectification in this advertising venue. More body-related than non-body-related product ads are prevalent in magazines from both countries, yet Korean magazines feature more body-related ads than those in the United States. Caucasian models are predominantly used across the two countries, including Korean publications. Although both Korean and U.S. women are predominantly portrayed as decorative objects, models are more often shown as submissive and passive in Korea but a greater emphasis is on body and sexuality in the United States. The homogenized beauty standards and high levels of objectification observed across the two countries demand marketing strategies that are more inclusive of diverse, active images of women.

Male Consumers` Motives of Appearance Management Behavior -Focused on Their Sex Role Identities and Benefit Sought in Clothing-

The purpose of this study was to examine the influence of sex role identities on male consumers` appearance management behavior. Recently, heavy marketing efforts have been made by the cosmetics and apparel industries to cater to male consumers who seem to be increasingly interested in their appearances. This study intended to identify the relationship between male consumers` appearance management tendencies and their sex role identities and benefits sought in clothing. A survey data was collected from 321 men aged between 20 and 40 and was analyzed using SPSS. The results showed that not only the male consumers` perceived masculinity and femininity but also the discrepancies between their ideal and perceived masculinity/femininity were related to the benefit they sought in clothing. Also, individuals who identify themselves as masculine (rather than feminine) were more likely to be engaged in appearance management practices. However, a greater portion of their appearance management behavior was explainable by their pursuit of fashionability, conformity, and individuality in clothing. This seems to indicate these male consumers consider appearance management primarily as a fashion trend.

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.

Role of the Flow that Customers Experience upon Participating in the Design Process for the Mass Customization of Apparel Products

This study investigates the flow that customers experience when they participate in a design process for the mass customization of apparel products according to participation level and individual personalities. In addition, how the flow influences the satisfaction and final purchase intention is als...

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.

Creativity Enhancement Programs in World Fashion Schools

This study examined the curricula of well-known fashion schools and educational programs through personal interviews with industry professionals. The purpose of this study was to identify the characteristics of fashion programs that are designed to improve the creativity of students. Six fashion schools in Western Europe and the United States were selected based on the number of graduates included in the Designer Handbook published by Fairchild Books. Two Korean professionals from each school were interviewed either by email or in person, resulting in a total of 12 interviews. The data were analyzed qualitatively. The results indicated that the management styles as well as the curricula of these schools include features that enhanced student creativity. The schools are located in major fashion cities and have a close relationship with industry that is maintained to provide hands-on opportunities to students. The schools have clear and solid educational goals with instructional styles that provide students significant autonomy and responsibility. The instructors work closely with individual students to guide them through their projects and help develop students` unique styles. The schools utilized the instructions and studios as well as the social and cultural environments to help students acquire creative thinking and creative behavioral patterns. The findings of this study have implications for educators who wish to develop effective educational programs that enhance student creativity.

International and Beyond: Reflecting on the Identity of International Textile and Apparel Association

The purpose of this study is to identify the attitudes and perceptions regarding the international identity of the International Textile and Apparel Association (ITAA) based on a survey of 2007-2008 membership. This study was conducted with the goal of providing suggestions for future strategic planning for ITAA. Results from the on-line survey revealed that an important value of the membership is that ITAA continues to function as an international organization that accommodates members from around the globe. However, the membership strongly acknowledged the need for further efforts to enhance this global entity by providing opportunities to increase awareness and sensitivity to the cultural diversity among members. The members also voiced an interest in increasing collaborations with other cultures and countries. Research findings suggest ideas for ITAA to consider as it continues to respond to the needs of its current and future global membership.

Career Decision Level of Clothing and Textile Major College Students in Seoul Area

This study aimed at examining the career decision level of Clothing and Textile major college students in Seoul area. With the increasing rates of youth unemployment, preparing college students for their future career and guiding them in making career decision is imperative. Students` satisfaction with their major and motivation orientation were considered as influencing factors, as well as their demographic characteristics. A survey was conducted to 282 students majoring Clothing and Textiles at seven universities and 277 completed questionnaires were used for analysis. The questionnaire measured respondents` major satisfaction, motivational orientation, career decision level, and demographics (gender, age, school and department names, class standing, expected graduation date, subjective social status, and GPA). Descriptive statistics, K-means cluster analysis, one-way analysis of variance followed by Duncan multiple comparisons were conducted. The results indicated that Clothing and Textiles majors were overall satisfied with their major, but the satisfaction level was higher for female than male students. Those who were satisfied with their major were less likely to feel anxious about career decision-making. The High-Motivation group and the Intrinsic-Motivation group showed lower anxiety over career decision-making compared to Low-Motivation and Extrinsic-Motivation groups. This study has implications for college advisors in that it provides basic information on students` career decision level and the influencing factors.

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.