• Journal of the Korean Society of Costume
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• v.63 no.1
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• pp.16-26
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• 2013

This study seeks solutions for two conflict values from the fair trade, one being fulfilling environment and social responsibility and the other being suggesting stylish designs within a reasonable price range. The purposes of this study were to establish fair-trade fashion product development process by investigating practices in fashion product development process within fair-trade company, and to identify the characteristics of fair-trade fashion product development. Qualitative research method was employed. Participant observation and in-depth interviews were conducted with practitioners working in fairtradekorea, Ltd. and producers in Bangladesh, from which case studies were compiled. The results were as follows: The case study provided evidence that fair-trade fashion product development has the same steps as practiced in general fashion brands, but has different characteristics such as fair-trade products going through a much slower process which led to early planning, having producer-centered product development, concentrating on spring/summer products, having a high cost structure, and having unpredictable quality control. Study implications and future research avenues are also discussed.

• Journal of the Korea Convergence Society
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• v.11 no.1
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• pp.109-117
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• 2020

This study aims to analyze typographic expressions used in recent fashion trends from the perspective of conceptual art and thus identify a variety of meanings. Towards this end, theoretical considerations were made vis-à-vis the main concepts of research, such as typography and conceptual art, and the ready-made, documentation, intervention and language, which are the expressive features of conceptual art, were applied to fashion typography as analytical frameworks. The results are as follows. The ready-made appears in a way that borrows or transforms the visual identity of other brands, and documentation is utilized in a way that lays tautological or contradictory texts together. Intervention arises, while leading to more complex layers of meaning when borrowing the visual identity of the brand, which is conceptually irrelevant. The language is expressed as statements about contemporary social issues, such as environmental protection, ethical consumption and gender problems. Based on the findings of this study, it can be confirmed that in fashion design, typography serves as an effective marketing tool and a medium of social statements. Moreover, it can expand into the possibility of generating new meanings as a novel way of visual expression.

• Fashion & Textile Research Journal
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• v.25 no.5
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• pp.568-577
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• 2023

This study examined how middle-aged female consumers' environmental consciousness influences their attitudes and ethical purchasing behavior toward RUR (recycling, upcycling, and reuse) knit products. The research employs a survey method, targeting 30-40 year old women residing in Seoul and Gyeonggi-do Province. On-line and off-line data collection were conducted. The following conclusions emerged through statistical analyses, including factor analysis, cluster analysis, t-test, and regression analysis. Firstly, respondents' environmental consciousness variables were classified into two factors, delineating high and low environmental consciousness clusters, demonstrating significant differences between them. Secondly, the high environmental consciousness cluster exhibited more positive consumer attitudes and ethical purchasing behavior towards RUR knit products. Moreover, it was established that environmental pollution consciousness and eco-friendly product purchase consciousness influenced environmental consciousness on consumer attitudes and ethical purchasing behavior. Lastly, the study confirmed that consumer attitudes mediated environmental consciousness and ethical purchasing behavior. In conclusion, this research establishes a meaningful link between environmental consciousness, consumer attitudes, and ethical purchasing behavior in 30-40 year old women. Environmentally conscious groups positively influence attitudes toward RUR knitted fashion and promote ethical purchasing behavior. Consequently, it is recommended that knit fashion companies prioritize environmental consciousness and eco-friendly products in their marketing strategies. Furthermore, diversifying the application of RUR knit products, coupled with eco-friendly production techniques, can amplify their appeal and utility, ensuring a positive impact on consumer behavior.

• Journal of Fashion Business
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• v.21 no.4
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• pp.61-72
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• 2017

The purpose of this study was to analyze the impact of climate change cognition on clothing behavior of fashion consumers to understand the impact of climate change on the fashion system. An online survey was conducted of 385 people in their 20s-50s working in the fashion industry as well as general consumers. Data collected from surveys were analyzed by factor analysis and t-test. Results are as follow: First, climate change cognition consists of four sub-dimensions, which are 'knowledge of climate change' and 'recognition of climate change in Korea'. Second, clothing behavior related with climate change consists of six sub-dimensions, which are 'environmentally-friendly fashion purchases', 'new clothes-wearing style affected by climate change', 'ethical fashion consumption', 'pursuit of functional fashion', 'pursuit of seasonless fashion', and 'clothes-wearing in response to climate change.' Last, the group with higher cognition of climate change than the group with lesser cognition had significantly higher degree of trying new styles created because of climate change, making ethical fashion purchases, pursuing functional fashion, and wearing clothes in response to climate change.

• Journal of Fashion Business
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• v.22 no.2
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• pp.51-60
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• 2018

This research focuses on the development of upcycled denim fashion designs, whichis a more specific category within general upcycled fashion design. Characteristics of upcycled fashion design, which has been identified previously by researchers, include the following traits: environmentality, uniqueness, aesthetic appeal, availability, convertibility, and deconstructivity. The expression principles include recycling, substitution, recombination, and reduction. The result of the analysis of the denim fashion design characteristics, which is based on the theoretical analysis, has found. The external expression pattern consists of the deconstruction and reconstitution of materials, the avant-garde style and convertibility, the ability to mix and match materials and techniques, the production of zero waste, and the use of layering. The expression techniques used included decomposition, depaysement, weaving, cut-off, collage, assemblage, overlapping, connecting, attaching, and stitching. The inner meanings were identified as economicality through recycling, convertibility through rearranging, and the rarity and value of hand-made products. The result of the research applying the identified characteristics are as follows. First, developing and creating designs using modified denim and sub-materials with various expression patterns and techniques could provide completely new images unlike existing denim products. Second, modifying the details while maintaining the basic format of denim clothing could provide unique and new possibilities for upcycled denim fashion design. Third, environment-friendly models with creative designs were developed by recycling used denim materials. This reduced waste and energy while maximizing the use of resources. This study expects contribute to upcycled fashion design research by recognizing the unique characteristics and value of denim material.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.2
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• pp.159-173
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• 2013

This research investigates the mechanism of ethical fashion consumption by examining the effects of benefit and risk perception on ethical fashion consumption attitudes and behavioral intention. To test the hypotheses, 300 female consumers between the ages of 20 and 49 were invited as study participants. The reliability and the validity of multi-item constructs were tested by Confirmatory Factor Analysis. The hypotheses were tested by utilizing Structural Equation Analysis and hierarchical multiple regression analysis. The benefit perception of ethical consumption was composed of three benefit types, which were altruistic benefit, social image benefit, and self-oriented benefit. Benefit perception, except social image benefit, had significant effects on consumer attitudes towards ethical fashion consumption; similarly, benefit perception had significant effects on behavioral intention (except self-oriented benefit) which had an effect on behavioral intention only when it was mediated by attitudes. Further analysis was conducted to understand the reason for the weak relationship between attitudes and behavioral intention. Financial and performance risk perceptions were tested for the moderating roles of attitudes and behavioral intention; subsequently, only financial risk interacted with attitudes and showed that the positive effects of attitudes on behavioral intention were weakened by a high financial risk perception. Performance risk had a main effect on behavioral intention independent of attitudes. Managerial implication and future study directions are also discussed.

• Fashion & Textile Research Journal
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• v.19 no.4
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• pp.421-433
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• 2017

The purpose of this study was to examine the influence of consumer's ethical consumption consciousness and lifestyle on sustainable fashion. The data was analyzed by reliability analysis, factor analysis, cluster analysis, one-way ANOVA, Duncan's multiple range test, and multiple regression. The major results of this study were as follows. First, three factors of sustainable fashion were identified: eco-friendliness, recycling, and safety. Second, three factors of ethical consumption consciousness were identified: social ethics, environmental ethics, and public ethics. Based on these factors, the subjects were categorized into three clusters (high, middle, and low ethical consumption consciousness group). Third, four factors of life style were identified: pursuit of brand, appearance, cautiousness, and information. Based on these four factors, the subjects were categorized into three clusters (brand/appearance, cautiousness/information, and unconcerned group). Fourth, three factors of ethical consumption consciousness significantly influenced eco-friendliness factor of sustainable fashion. Also, the recycling factor of sustainable fashion was influenced by social ethics, environmental ethics, pursuit of brand, and pursuit of information. The safety factor of sustainable fashion was influenced by environmental ethics, public ethics, and pursuit of information. The results of this study suggest that practical and various environmental education need to be provided to consumers, because high environmental ethical consciousness consumers evaluated sustainable fashion positively. Additionally, accurate information on eco-friendliness, recycling, and safety of clothing products would need to be provided by fashion businesses through various routes, because those with information-pursuing lifestyle were found to have deep interests in sustainable fashion.

• The Research Journal of the Costume Culture
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• v.26 no.2
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• pp.125-139
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• 2018

This study explores determinants of purchase intentions for vegan fashion products based on the modified planned behavior model. Survey data from 434 university students were subjected to an analysis using descriptive statistics, factor analysis, and structural equation modeling. The results showed that almost half of the consumers surveyed recognized vegan fashion products and a little more than a half of consumers surveyed had purchase experience for vegan fashion products. Clothing, bags, and shoes are the most frequently purchased vegan fashion product categories. From the results of the model test, purchase intentions on vegan fashion products were determined by attitude, subjective norms, ethical responsibility, and ethical identity of the consumers. When consumers have a more positive attitude, have higher subjective norms, stronger ethical responsibility, and stronger ethical identity regarding the purchase of vegan fashion products, they are likely to have a greater intention to purchase vegan fashion products. The findings contribute to the literature by adding test results for vegan fashion products among the ethical product categories, highlighting the importance of the consideration of product category, which can give somewhat different results when exploring ethical consumption. Based on these findings, marketers need to use special tags or signage highlighting the ethical values and meanings of vegan fashion products to better communicate with target consumers with a high level of ethical responsibility and to help increase consumers' control over purchase behaviors through reducing barriers generated by insufficient product information.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.10
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• pp.480-489
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• 2020

Controversy and legal disputes over counterfeit fashion designs have recently arisen in the fashion industry. The purpose of this study is to examine cases of counterfeiting disputes over fashion designs, and how the perception of counterfeit fashion designs is fostered from the learner's point of view, suggesting implications for the counterfeiting problem. As a result of this study, first, counterfeiting disputes over fashion design started from a lack of utilization of the Design Protection Act and the ambiguity in counterfeit design criteria. Second, the negative perceptions of counterfeit designs were mainly about unethical behavior, inhibiting the growth of the fashion industry, and reducing consumers' willingness to buy the genuine article. Positive perceptions were mainly about the process of creation, the promotion of a developmental environment for the fashion industry, and the expansion of opportunities to promote new designs. The most common perception was the absence of clear criteria for judgments about counterfeiting. Third, the implications of the counterfeiting problem in fashion design require effective institutional improvement in the fashion industry, the establishment of standards to deal with counterfeiting, the development and practical introduction of education proposals regarding intellectual property rights, and changing the perception of counterfeiting in the fashion industry.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.247-259
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• 2024

This study assessed the effectiveness of brand image communication on consumer perceptions of cruelty-free fashion brands. Brand messaging data were gathered from postings on the official Instagram accounts of three cruelty-free fashion brands and consumer perception data were gathered from Tweets containing keywords related to each brand. Web crawling and natural language processing were performed using Python and sentiment analysis was conducted using the BERT model. By analyzing Instagram content from Stella McCartney, Patagonia, and Freitag from their inception until 2021, this study found these brands all emphasize environmental aspects but with differing focuses: Stella McCartney on ecological conservation, Patagonia on an active outdoor image, and Freitag on upcycled products. Keyword analysis further indicated consumers perceive these brands in line with their brand messaging: Stella McCartney as high-end and eco-friendly, Patagonia as active and environmentally conscious, and Freitag as centered on recycling. Results based on the assessment of the alignment between brand-driven images and consumer-perceived images and the sentiment evaluation of the brand confirmed the outcomes of brand communication performance. The study revealed a correlation between brand image and positive consumer evaluations, indicating that higher alignment of ethical values leads to more positive consumer assessments. Given that consumers tend to prioritize search keywords over brand concepts, it's important for brands to focus on using visual imagery and promotions to effectively convey brand communication information. These findings highlight the importance of brand communication by emphasizing the connection between ethical brand images and consumer perceptions.