The purpose of this study is to identify the differences among goods attribute and brand awareness on fashion brand type. we were intended to suggest characteristics of each consumer group by ...identifying the differences of consumers' purchasing activities. 672 of consumers by brand who frequently purchase casual brand were chosen for the analysis according to common brand classification of national brand, private brand and no brand. For the purpose of data analysis, we performed factorial analysis of measuring tools and credibility test. Concerning the differences of goods attribute, brand awareness by brand type, MANOVA, ANOVA was employed, complimented with Sheffe-test as a post hoc test in case of occurrence of any differences by group. The findings from the analysis are described in the following. Regarding goods attribute by fashion brand type, there existed a significant difference between brand types in all the sub factors of goods attribute such as product attribute, shop attribute, and price attribute. Especially, the difference of product attribute is much more significant in the areas of material suitableness, product assortment, aesthetic expression, size & quality, clothing maintenance, and clothing comfortableness. In case of shop attribute, there was a significant difference between groups in all the factors such as shop environment, convenience of shopping, sales promotion, service quality of sales clerk, location, and shop reputation. Concerning price attribute, we found a significant difference between groups in the factors of price value, price reasonableness, price information, and economical efficiency of price. As for the difference of brand awareness by brand type, among other factors, brand value had a difference between groups; that is, private brand was found to obtain the highest brand value awareness.
A presente pesquisa aborda os fashion films como modalidade vigente e amplamente valorizada na comunicação de moda. Além dos recursos audiovisuais e da referência temporal, a possibilidade de criação ...de narrativas – de cunho fantástico, documental etc. – serve sobretudo para aproximar o público consumidor, com o objetivo de ultrapassar a materialidade do produto, tornando a relação com os produtos e as marcas mais comovente e emocionante. O objetivo deste artigo foi analisar diferentes narrativas audiovisuais de fashion films lançados por marcas internacionais nos anos de 2021 e 2022, identificando tendências de comunicação no campo da moda. Para tal, adotou-se a metodologia de Análise de Discurso em combinação com a análise visual, de forma a descrever, analisar e interpretar as mensagens veiculadas nos fashion films e, posteriormente, identificar tendências e aproximações na produção de conteúdo de diferentes marcas. Foram analisados os filmes: (1) C’est L’Amour, Adidas e Gucci; (2) Olivia Wilde Directs Her Own Vogue Video, Vogue; (3) Victor da Justa, SPFWN53; (4) Storm chasing, Alexander McQueen; e (5) Sankofa – Mile Lab.
