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영어

The purpose of this study is to find out characteristics (item, fabric pattern, color, color tone) of hit brand products during 1996 ‐ 2005 years. On 4 categories of women, men, casual and sportswear, characteristics of successful brand products were researched. 3 hit brands per category were selected and total 33 brands were examined. Finally advertisements of magazine on each brand were analyzed. The results are as follows. At first, successful items were examined. During 10 years, for female apparel, pants, Jacket and skirt were shown more in this order. For male apparel, shirts, t‐shirts, suits and pants were appeared more frequently. In casual, t‐shirts, jeans, jumper and jacket were preferred more. For sport wear, order of t‐shirts, pants, jumper and sweater were shown. And then, there were many solid kinds of basic and fancy patterns in fabric pattern. Considering color and color tone, Black, white were shown more in color and color tone of W, Bl were appeared more. Generally practical items, fabric patterns, colors and color tones were preferred. From these results, marketers can use characteristics of these hit products for development of successful brand and products.