Abstract

The purposes of this study were: 1) to develop specific AIO variables(clothing variables) based on clothing behavior studies, 2) to segment apparel market by clothing variables, 3) to discribe the profile of each segment with clothing variables, lifestyle variables and demographic variables, 4) to Suggest effective strategies on apparel market of women's clothing. The Likert Type clothing questionnaires measured 6 aspects of clothing (fashion, conformity-individuality, practicality, aesthetics, modesty and brand consciousness & status symbols) dealing with activities, interests and opinions. In addition, lifestyle variables were measured with general AIO statements. The questionnaires were administered to 563 young women (students, career women and homemakers) living in Seoul. The data were analysed by factor analysis, ctustering analysis, multiple discriminant analysis, one-way ANOVA ana Duncan's multiple range test. The results of the study were as follow: 1) 4 factors emerged from factor analysis of clothing variables. Factor 1: lower interest in modesty and higher interest in aesthics, Factor 2: brand consciousness and status symbols, Factor 3: conformity, Factor4 : fashion. 2) Lifestyle variables clustered into 3 factors. Factor 1: positive social activity, Factor 2: family-oriented type, Factor S: materialism. 3) By cluster analysis of the 4 factors of the clothing variables, the apparel market of women's clothing was categorised into 3 segments (innovative aesthetics seeker group, brand and status symbols conscious group, clothing unconscious group). 4) The above three segmented groups were also significantly discriminated by lifestyle and demosraphic variables. 5) On the basis of the findings, effective marketing strategies of women's clothing were suggested.

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