The Influences of Shopping Orientation on Selection Criteria, Attitudes, and Preference of Collaborated Fashion Products

Abstract: This study investigates how the type of fashion shopping orientation influence the selection criteria, attitudes, and preference of fashion products developed through collaboration. For data collection, the study conducted a survey in the Seoul and Metropolitan areas. The results are as follows: 1. Shopping orientation was identified with seven factors: pursuit of pleasure, trend, planning, uniqueness, famous brand, economic efficiency, and conspicuous consumption. Atti-tudes toward the collaborated of fashion products could be classified into two factors of reasonable ostentation and aes-thetic value orientation. 2. The shopping orientation of the pursuit of trend is related to reasonable ostentation; in addition, the shopping orientation for the pursuit of uniqueness and economy is positively associated with an aesthetic value ori-entation. 3. The factors of fashion pursuit had a great positive effect on their preference for collaboration type among fash-ion brands and the factors of uniqueness and pleasure pursuit had a positive effect on the preference for collaboration type with fashion designers and artists. This showed that the pleasure pursuit factor had a positive effect on the collaboration type preference for celebrities. Fashion companies may be able to establish effective merchandising and marketing strat-egies that fit the characteristics and types of fashion collaboration. Key words: collaboration(콜라보레이션), the type of fashion collaboration(패 션 콜라보레이 션 유형), shopping ori