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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.40 no.1, 2016년, pp.12 - 25
김가현 (이화여자대학교 의류학과) , 박민정 (이화여자대학교 의류학과)
Based on the self-congruity theory, this study investigated how congruity between multi-brand store image and consumers' self-image affect store attributes and consumer responses. A total of 331 questionnaires were used to analyze data. The results of research were: 1) 'Sophistication' as the congru...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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편집숍은 무엇을 뜻하는가? | 편집숍은 주로 가치 중심의 소비를 지향하는 소규모의 소비자 집단을 표적 소비자로 설정하여, 그 고객 집단의 취향에 맞게 서로 다른 브랜드나 디자이너의 제품을 일정한 컨셉 하에 선택적으로 구성하는 전문점을 뜻한다(Kim, 2008). 현재의 편집숍이란 용어는 패션 전문점(Specialty Store)이라는 용어로 처음 사용되었다(Achrol & Kotler, 1999). | |
편집숍은 어떻게 변화되고 있는가? | 편집숍은 최근 몇 년 전부터 빠르게 성장하고 있으며 현재 성장기를 넘어 성숙기로 도약 중이다. 과거에는 고가의 해외 명품을 위주로 판매하는 하이엔드 편집숍이 지배적이었으나, 최근 대중을 타깃으로 하는 합리적 가격의 패션 캐주얼 의류 편집숍이 성장하고 있다. 이러한 성장은 여성복, 남성복, 아동복, 잡화, 스포츠웨어, 데님 등으로 세분화된 형태로 확장되고 있다. | |
최근 어떤 패션 유통 채널의 등장으로 패션 유통 산업 경쟁을 심화시키고 있는가? | 최근 패션 유통 업계의 주요 이슈 중 하나는 다양한 패션 유통 채널의 등장이다. 편집숍, SPA 브랜드, 플래그쉽 스토어(Flagship Store), 엔터테인먼트 복합 쇼핑몰 등의 다양한 오프라인 유통 채널이 등장하였으며, TV 홈쇼핑, 온라인 스토어, 카탈로그, 모바일 쇼핑 등의 다양한무점포쇼핑채널이성장하여패션유통산업내경쟁이 보다 심화되고 있다(Kim, 2008). 패션 유통 기업과 브랜드들은유통업계의변화에발맞추어변화하려는노력을 기울이고 있으며 경쟁 기업들과는 차별화된 개성 있고 참신한 기업 혹은 브랜드 이미지를 구축하고자 노력하고 있다. |
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