유ᆞ아동복 브랜드 구성요소의 특성

Abstract

Despite the recession that has affected people’s consumption of clothing, the ‘Gold Kids’ market shows steady growth. This study analyzed the characteristics of components that make up infant and children’s wear brands. Firstly, this study found the linguistic features of infant and children‘s clothing brands. Most brand names have common characteristics such as idiomatic expressions, combination and separation of vocabulary, and more than 6 syllables. Also, when they formative brand quality, they frequently used words like ‘girl', ‘kid'and ‘baby' to clarify the category of the brand product. Also it is meant to present a clear brand concept to the target consumer to offer their brand information and product characteristics. Moreover, English is widely used in the brand names, and they used appropriate symbol graphics that fit the titles and qualities of the brands. Second, to strengthen their brand identity and inherent concepts, infant and children’s clothing brands normally use their own particular brand colors wich makes special and strong visual impressions on the target consumer. Also, they mainly use applied sans serif typeface showing the softer brand quality. Brand logos have different visual expressions depending on their brand value and the target consumer. The word type of the logos presents clear brand identity and information to the target consumer. Through the study, we found that infant and children's clothing brands tend to use written brand names for the logo type more than graphic symbol logo patterns. This indicates that infant and children's clothing brands tend to emphasize information transfer rather than visual graphic symbols when they organize brand logos.