인구통계적 특성, 소비자 가치와 의류브랜드 개인화 전략

Abstract

The apparel market is extremely competitive and thus apparel manufacturers should try to maximize con-sumer satisfaction with cost-efficient but consumer-oriented strategies. Personalized strategies considering each con-sumer's characteristics have to be developed. The purpose of this study is to investigate the effects of consumers’and demographic characteristics will allow apparel manufacturers to attract target consumers. A survey method was usedfor the empirical study. Questionnaires from 420 respondents were analyzed using factor analysis, cluster, t-test, andANOVA. The results indicated a significant influence of consumer values on customer service-related aspects of per-sonalization. Female consumers demanded product- and information-oriented factors of personalization. Age, residentialarea, and clothing expense also had significant influence on the need for personalization of apparel shopping.