In the past 10 years, the luxury goods market growth has significantly outpaced other consumer goods categories. Its market value exceeded US $1.2 trillion globally in 2018. In response to this significant consumer demand, the product portfolio of luxury brands has been modified, as several products that previously were exclusive have now released lower-priced versions. This phenomenon is called new luxury. These new luxury products, however, have caused the democratization of the luxury that threatens the exclusivity of luxury brands. In this circumstance, luxury consumers are becoming disillusioned with the vulgarization of luxury goods and prefer exclusive luxury experiences. In order to keep pace with the changes in the luxury consumer needs and promote the brand image with a creative and luxurious connotation, luxury brands are increasingly associating with contemporary art through diverse channels. However, there is a lack of theoretical research investigating the main points to be considered when applying contemporary art to luxury brands and attempting effective brand communication. Therefore, this study aims to provide insights into the key issues for luxury brands when applying contemporary art for effective brand communication. An in-depth case study with the luxury fashion brand, Louis Vuitton, was carried out to better understand contemporary art applications and obtain analytical insights. Through the research, key insights were identified as follows: 1) setting a clear objective for art application based on an in-depth understanding for both the art and the luxury brand, 2) sending harmonized and coherent messages from all perspectives by using a variety of different communication channels, 3) providing a meaningful customer experience by considering the characteristics of contemporary art.

The purpose of this study was to categorize the decorative characteristics of the Rococo Age, which displays the most glamorous and elegant decorative beauty, in architecture, interior decorations, paintings, and patterns, and to analyze these characteristics and graft them onto art masks in a modern way. Piece I is a mixed media piece that based its motif on the ceilings and pulpits of the German Vis Pilgrimage Church, which is representative architecture of the Rococo Age. It was glamorously produced using gold and cubic zirconia. Piece II is also a mixed media piece that borrowed its motif from the exterior and gazebo of the Sanssouci Palace in Germany, another representative piece of architecture from the Rococo Age, and it was produced to clearly display the image of the Sanssouci Palace, using emerald and ivory. Piece III applies the furniture trends of the Rococo Age. Curves in S and C shapes, which can often be found in Chinese furniture, along with dark backgrounds, common in portrait paintings, were applied to give a sense of weight and dignity. Piece IV is an application of the fabric patterns of the Rococo Age. Continuous patterns of flowers and greenery stems were drawn on the mask to recreate the fabric patterns of the age. Piece V used the painting 'Swing' of the Rococo Age as its inspiration. Lace and ribbon decorations were used to emphasize feminine beauty and express the loveliness of the woman that appears in the painting. Piece VI borrows from the painting 'Madame de Pompadour' of the Rococo Age and the clothing worn by Pompadour. This piece grafted colors and themes through the painting and expressed a fusion of the dresses of Pompadour and lace that is clearly displayed in the architecture, paintings, clothing, interior decorations, and patterns of the Rococo Age, along with the rocaille (asymmetrically shaped decorations that resemble clams), flowers, leaves, stems, and Chinoiserie styles. These motifs clearly display the decorative characteristics of the age and these were grafted them onto art masks, confirming that it is possible to create new designs.

This study aims to analyze the physical properties of non-woven fabric sheets, which continue to grow in the cosmetic market. Non-woven fabric sheets were used as specimens, and a total of 17 samples were analyzed. To evaluate the physical properties of the non-woven fabric sheet, the weight, tensile strength, surface properties, free swell absorption, and wet stiffness were tested. Through the results itw was determined that non-woven fabric sheets for mask packs should be manufactured considering fiber arrangement so that the weight is 40 g/m², and the tensile strength should be maintained near 12 kgf. In addition, it was confirmed that the material selection and process conditions should be adjusted so that the free swell absorption is at least 8 g/g, and the wet stiffness is 200 mg. Therefore, since the non-woven fabrics for the mask sheets can be used in various products depending on fabric composition, this study will be expected to be basic data for the continuous growth of the sheet-type mask packs coming to market.

A rash guard, also known as rash vest or rashie, is functional sportswear that protects the wearer's skin from various dangers during outdoor sports activities. It is durable and comfortable since it is designed considering muscle movement. In modern society, more and more people enjoy leisure activities due to an increase in income level and increased leisure hours. Water leisure activities are increasingly enjoyed in the summer. As the way people think of leisure evolves, people are more inclined toward dynamic leisure sports rather than static facility tourism. Therefore, more research on rash guards is required. By identifying and analyzing the design preferences and purchase behaviors of young adults on rash guards, this study aims to provide basic data on the actual sportswear behaviors concerning those who are most active in water sports, people in their 20s and 30s. Furthermore, the study aims to contribute to a healthy exercise lifestyle for women who enjoy water sports and the growth of the water sportswear market. In the study, a survey was conducted using a questionnaire to investigate the wearing behaviors and purchase preferences as well as the wearing satisfaction on rash guards. For the study, 200 copies of the questionnaire were distributed and collected to be used as analysis data. The questionnaire consisted of 36 questions, 6 about demographic characteristics, 11 about purchase preferences, and 19 about wearing satisfaction. The collected data was analyzed using the statistical program SPSS 8.0. The study results can be used as basic data to investigate the design preferences and wearing behaviors of rash guards of women in their 20s and 30s. The results found numerous complaints on comfortableness and durability, which suggests more concern and improvements are necessary in those areas when designing patterns for rash guards.

Vyshyvanka, the embroidered folk costume shirt of Ukraine, originated during the early reign of the Slavs, and currently, it is also called Ukrainian embroidery. In cases of Vyshyvanka embroidery expressed in apparel elements, it is necessary to research formative characteristics for expanding the visual aspect through the diversification of techniques, but also the aspect of the psychological meaning to Ukrainians. This study aims to consider Vyshyvanka as a unique embroidery technique, and also analyze the formative characteristics expressed in apparel elements. The study of Vyshyvanka embroidery expressed in apparel elements can present meaning to understanding the Ukrainian fashion. The image materials for the analysis of Vyshyvanka design, included work photos contained in literary materials and foreign online visual materials. The results of formatively analyzing the Vyshyvanka embroidery expressed in apparel are as follows. First, the Vyshyvanka embroidery expressed in apparel elements held an incantatory meaning, protecting wearers from getting easily invaded by evil spirits. Second, the Vyshyvanka patterns utilized symbolism that implied the incantatory meaning. Third, a single color was used for the embroidery. Lastly, materials like cotton, that are easy to embroider, were mostly used. The formative characteristics of Vyshyvanka embroidery expressed in apparel elements implied the community spirit, nature worship, and folk beliefs. As an attempt to understand the Ukrainian fashion, this study is significant in the aspect of expanding, widely utilizing, and expanding the range of understanding of Ukrainian fashion. Therefore, there should be more active researches on Ukrainian fashion, so Vyshyvanka can be more widely used as a design element.

This study investigated the effect of non-verbal communication of beauty service employees on customer trust and revisit intention, and verified the mediating effect of trust in the relationship between non-verbal communication and revisit intention. The results of this study are as follows: First, the relationship between non-verbal communication and customer trust of beauty service employees found that non-verbal communication had a significant effect on trust. Second, the relationship between the non-verbal communication of beauty service employees and customer revisit intention found that all non-verbal methods of communication, except body language, had a significant effect on revisit intention. Third, it was found that trust had a significant effect on revisit intention. Fourth, as a result of analyzing the mediating effect of customer trust on the relationship between non-verbal communication of beauty service employees and customer's revisit intention, spatial language, and appearance language showed that customer trust had a full mediating effect on the relationship between revisit intention.

This study identified the characteristics of the subculture aspects that led to the success of luxury brands and analyzed the implications of those aspects. For this, semantic analysis in a socio-cultural context was performed. Additionally, this study took the theoretical background, the change in subculture and post-subculture, the digital youth generation, and the change in the meaning of subculture style into consideration. The subculture style aspect and its meaning in luxury fashion brands were analyzed as follows: First, there are challenges that betray the legitimacy or values of luxury brands. Through this, the brand gained recognition and increased sales, and the designer gained a reputation as an innovative creative director. It can be seen that more successful branding was promoted by securing a more subcultured fandom. Second, by combining subculture image fragments, these brands cater to the diverse tastes of a myriad of subcultures. This maximizes commercial profits. Third, most promotional marketing activities are collaborative and done digitally, which allows for a wider customer base, but the difference is in digital capabilities. Limited editions or application use on social networks can act as another driver. It is said that the distinction in high-priced luxury brands is not only driven by economic power but also by sub-cultural capital and digital ability.

This study analyzed how Kruchenikh's opera, "Victory over the Sun", performed in Saint Petersburg, Russia, in 1913, contributed to the birth of Malevich's Suprematism in 1915, and how the forms and features of the costumes were expressed in the opera's content. The results of the study are as follows: First, the theoretical background of the opera, "Victory over the Sun" was limited to Suprematism and non-objective art, which was divided into analytical cubism, cubo-futurism, and Uspensky's four-dimensional concept of space. Second, to reveal that Suprematism, appeared in the form of non-objective abstract art, was possible with the set and costume design of "Victory over the Sun," the set design was analyzed. Third, to reveal that Malevich's Suprematism was influenced by "Victory over the Sun," the study considered the characteristics of Suprematism in "Victory over the Sun". Finally, Malevich's Suprematism art costumes expressed in "Victory over the Sun" were divided into geometric spatial structures, images of black & white, mechanical human images, and images of warriors and the characteristics of each costume were considered. Malevich's "Victory over the Sun" showed a significant impact not only on the birth of Suprematism but also on the development of the non-objective art & costumes.