Evolution of a New Retail Institution Type: Case Study in South Korea and China

Kim and Kincade (2006) proposed the Combined Retail Evolution Model (CREM) by examining retailing in a non-Western country (South Korea) and subsequently identified the Private-Branded Hive type store (PBH) as a new retail institution type.The purposes of this new study are (a) to examine the evolution of the PBH and (b) to examine the Supply Chain City (SCC) in China, using a case study research method with content analysis and researcher observation.The results indicate that the evolution of the PBH has begun, and it is changing into a new retail type. For the SCC, environmental influences identified in China were similar to those found in the Dong Dae Moon district (DDM) of South Korea.Although the retail component of the PBH retail institution type has not appeared in the Chinese SCC, the high possibility of acceptance of PBH-style retail stores by Chinese consumers can be seen in Beijing’s Commodity Trading Stores.

Modeling Brand Equity of a U.S. Apparel Brand as Perceived by Generation Y Consumers in the Emerging Korean Market

This study examined causal relationships among brand awareness, brand perceptions, and purchase intention by focusing on Korean Generation Y (Gen Y) consumers. A total of 235 usable questionnaires were obtained from college students in major cities in South Korea. Structural and measurement models using a correlation matrix with maximum likelihood was estimated using LISREL 8.53. Findings indicated that Korean consumers’ perceptions of the U.S. apparel brand consisted of three dimensions: perceived quality, prestigious image, and emotional value. Brand awareness was significantly related to three factors of brand perceptions among Korean Gen Y consumers. Brand awareness, especially, affected the prestigious image of a U.S. apparel brand in the Korean market. In addition, emotional value had a positive effect on purchase intention for the U.S. apparel brand among Korean Gen Y consumers. Findings provide implications for brands and retailers developing entry strategies into the Korean fashion market.

Comparative Analysis of Purchase Intentions Toward Smart Clothing Between Korean and U.S. Consumers

To examine perceived risks and attributes of smart clothing and how they influence attitudes and purchase intentions toward smart clothing, this study compares 300 Korean and 311 American purchasers to find any differences in the innovation-decision process. Analysis of the data indicates that perceived attributes are identifiable as relative advantage/compatibility and complexity factors. The most significant predictor explaining product attitude and purchase intention across the two countries is relative advantage/compatibility, whereas complexity is only significant in predicting attitude toward smart clothing in the U.S. model. Perceived risks among Koreans are generated into psycho/social, economic, time loss, and performance. Americans present five factors, with psychological and social risk dimensions being separate. Psychological and/or social risk and economic risk take on significant roles in explaining relative advantage, whereas different dimensions of perceived risks are associated with complexity across the two nations.These findings imply different marketing strategies for each cultural group.

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 women’s 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.

An Opportunity Analysis Framework for Apparel Retailing in India: Economic, Social, and Cultural Considerations for International Retail Firms

Despite seemingly large market potential, little is known about the scope of opportunities and threats for international apparel retailers seeking to enter the growing Indian retail arena.A low level of organized retail penetration, coupled with an ineffective supply chain, characterizes the infrastructure of the Indian retail industry.Analysis of the current state of Indian retail, along with opportunities and threats to growth, would have immense significance for international retailers vying to enter the Indian market.This paper presents a conceptual framework that offers advice for international corporations regarding successful entry and sustainability in India. Using a metatheory approach, a series of testable propositions are presented in relation to opportunities for international retail development in the Indian apparel retail sector. Propositions are guided by theoretical perspectives from Rostow (1960) and Dunning (1988, 1993, 1995). Discussion and implications of the resulting opportunity analysis framework are presented for both academic researchers and retail practitioners.

An Opportunity Analysis Framework for Apparel Retailing in India: Economic, Social, and Cultural Considerations for International Retail Firms

Despite seemingly large market potential, little is known about the scope of opportunities and threats for international apparel retailers seeking to enter the growing Indian retail arena.A low level of organized retail penetration, coupled with an ineffective supply chain, characterizes the infrastructure of the Indian retail industry.Analysis of the current state of Indian retail, along with opportunities and threats to growth, would have immense significance for international retailers vying to enter the Indian market.This paper presents a conceptual framework that offers advice for international corporations regarding successful entry and sustainability in India. Using a metatheory approach, a series of testable propositions are presented in relation to opportunities for international retail development in the Indian apparel retail sector. Propositions are guided by theoretical perspectives from Rostow (1960) and Dunning (1988, 1993, 1995). Discussion and implications of the resulting opportunity analysis framework are presented for both academic researchers and retail practitioners.

Global Fashion Marketing Systems: Introduction to the Focus Issue

ID – Identity Clothing

ID – Identity Clothing outlets At Identity we strive for the very simple things in life. Things that make hearts flutter, heads turn, ...