• 동아시아경상학회지
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• 제11권3호
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• pp.47-58
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• 2023

Purpose - This study investigates which product characteristics influence customers' purchase intention for brand extension products of the fashion brands. Furthermore, this study suggests brand awareness as a moderator which strengthens the positive effects of the product characteristics on the consumers' purchase intention towards brand extension products of the fashion brands. Research design, data, and methodology - Two hundred and twenty-three Chinese consumers were randomly solicited to participate in this study. Email, website (www.wenjuanxing.com), social media (WeChat) were utilized to conduct the survey and collect data. Result - The findings obtained through hierarchical regression analysis indicate that product uniqueness, product scarcity and product popularity have significant effects on purchase intention for brand extension products of the fashion brands. In addition, brand awareness moderates the relationship between product characteristics (uniqueness and scarcity) and purchase intention positively. Conclusion -The results indicate that brand extension products of the fashion brands could attract more consumers by focusing on designing unique products and using limited release and celebrity publicity strategy. Additionally, the present research posits the crucial significance of brand awareness, thereby making a noteworthy contribution to the integrated marketing approach for fashion brand marketers.

• Asia Marketing Journal
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• 제23권1호
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• pp.5-27
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• 2021

This paper seeks to suggest user satisfaction model of digital signage to see how new in-store technology can effectively lead to customers' shopping satisfaction in fashion retails. Authors in particular focus on technological complexity, which is expected to serve a subtle role in using digital signage. This study employed a scenario-based online survey. Interactive digital signage with virtual try-on and video-captures functions was used as stimuli. Data were collected from 320 respondents and 307 useable responses were analyzed to examine a proposed model. Research model compares dual paths of motivators: the extrinsic motivation route that leads from usefulness to shopping outcome satisfaction and intrinsic motivation route that leads from enjoyment to shopping process satisfaction. Technological complexity of digital signage indirectly and negatively influences shopping outcome and process satisfaction, mediated by usefulness and enjoyment, but directly and positively affects shopping process satisfaction. In omni-channel environments, the findings have implications for fashion retail managers in using digital signage to maximize customer satisfaction and to counterbalance the advantages and disadvantages of technological complexity.

• 한국의류학회지
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• 제29권5호
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• pp.692-702
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• 2005

The purpose of this study was to explore global consumer behavior with fashion products, Korean fashion products, and Korean traditional fashion products (i.e., Han-Bok). Clothing selection criteria for fashion products and Korean fashion products were included as major constructs far the comparison among global consumers based on their nationality. Other consumer behavior variables were shopping place, buying frequency, purchase experience/plan, preferred brand, purchase items, information source, purchasing usage, and the product evaluation of Hanbok. A convenience sample of 236 global consumers was selected for this study. A questionnaire was pilot tested, and the revised questionnaire was used for the interview survey. Descriptive statistics and ANOVA were used for data analysis. Various nationality were existed such as Europe, North America, Japan, China, South East Asia. The results indicated that the most important criteria for fashion buying were design, fit, and size in order. Fit, size, and color item from buying criteria were significantly different among global consumers by nationality. Country of origin was found as less important factor among global consumers. Department store was most favorable shopping place, and once a month is the most mentioned category in buying frequency. Preferred brands were Levi's, Polo, Gucci, and Prada, etc. Secondly, regarding the evaluation of Korean fashion products, textile quality was highly evaluated. Significant difference except design/style category were existed among global consumers by nationality. Thirdly, regarding the evaluation of Hanbok, the product evaluation of Hanbok highly represented as special event clothing, unique image, beautiful details and oriental beauty in order. Significant difference in good quality of textiles, oriental beauty, coordination with good colors and fabrics, beautiful details and unique style and design were existed among global consumers by nationality. Managerial implications were discussed.

• 복식
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• 제52권6호
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• pp.1-13
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• 2002

This paper investigated the costumes of young girl dancers in Yon wha dae moo(연화대무: Lotus Stage dance) which were documented on the Ak-hak-guae-bum(악학궤범: Protocol of music) and the Jin-yeon-eui-guae(진연의궤: Archives of Royal Feast). The fashion of the costumes can be changed into three phases, based mainly on the changes of Hap-rip(합립: silk hat), Dan-eui(단의: long jacket) and Sang(상: apron type skirt). In the first phase the costume consisted of Hap-rip, round neck-line Dan-eui and tiered skirt decorated with pleat and Yu-so(유소: decorated cords). In the second phase. it consisted of Hap-rip, v-shape neck-line Dan-eui and skirt without pleat. In the third phase, it consisted of Yeon-wha-gwan(연화관: Lotus shape cap), round neck-line Dan-eui of later era and skirt with pleat and Yu-so. Yon-wha-dae dance appears to be adopted from Ja-ji-mu( 자지무: chinese dance) that originated in West and Central Asia. In both dances. young girl dancers danced mainly jump and spin. The costume of round neck-line Dan-eui seems to have been affected by the fashion in Dang Dynasty when young girls loved to wear Dan-ryung(단령: male coat with round neckline). And it satisfied the need of mobility for the dance which was Performed mainly with jump.

• International Journal of Costume and Fashion
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• 제13권2호
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• pp.31-51
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• 2013

Hawaiian textile art has inspired artists and fashion designers worldwide and accounts for the high value of vintage Hawaiian apparel as collectibles. Other than tropical designs, a large portion of the textile art showcased the ethnic diversity of Hawai'i. In the 1800s, Hawai'i attracted immigrants from all over Asia, and the majority of Hawaii's residents today claim Asian ethnicity. This ethnic mix was made visible in textiles, a trend championed by Alfred Shaheen, an apparel manufacturer who loved Asian designs. He was committed to the celebration of cultural diversity at a time when Hawai'i was rapidly westernizing. The team of Asian textile artists he led created textile designs based on motifs and imagery from Asia. Shaheen's passionate vision led to the unique textiles produced in the 'golden age' of Hawaiian textiles, from 1940 through the 1960s. Alfred Shaheen has been called "Hawaii's Master Printer" and has been credited for turning Hawaiian textiles into art. The author's interviews with Mr. Shaheen were conducted over a decade, and form the basis for this paper in which Shaheen's own words are used to discuss his use of textile art in the transformation of the Hawaiian textiles and garment industry.

• 한국생활과학회지
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• 제17권6호
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• pp.1205-1213
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• 2008

Material is a factor for maximizing formative aspect among fashion design factors. Therefore, central axis of modern fashion is performing various trials for escaping from existing cloth and searching for artistic value. Especially, Korean paper is a formative material, which is manufactured through traditional manual work in Korea. The material is used in various fields on the basis of its aesthetic feature. Especially, fashion field performs handcraft activity on the basis of mulberry pulp, which is a prime material of Korean paper. Because the activity can be reinterpreted by world designers, who want to find motive of fashion material in the third world, it is necessary to perform experimental study for developing expressive form on the basis of diversity of Korean paper material. Therefore, the purpose of this study is to perform experimental study by focusing on the development of Korean paper material in order to express formative feature. The study purposes are as follows. The first purpose is to reinterprete the theory through actual work of fiber formation using Korean paper in the current flow where art and design field are fused and compromised. The second purpose is to suggest vision of material development on the basis of formative feature to fashion world focusing its eyesight to Asia and the third countries. The study results are as follows. First, Korean paper has been evaluated as proper material for the fusion of design and art because of its handicraft feature, long-term preservation, heat insulation, absorption, diversity and eastern feature. Second, the study performed various trials for artistic dress material by developing 12 Korean paper works and suggested the development of new material on the basis of formative feature of modem fashion industry.

• 한국의사학회지
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• 제28권2호
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• pp.97-103
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• 2015

The medical information of Lee-Kyukyeong has been considered as one of the cases delivering western medical knowledge, attracting public attention. The medical theories delivered from western countries were very unfamiliar and unique however he knew that e dissection information of East Asia was more detailed compared to the dissection theories of East Asia left in East Asia. And, he made a valuation of the East Asian traditional medical information related to human body in the book. However, the information that he left was mixed with medical books, many written statements and encyclopedias in fashion etc. and many information written by him delivers very unique legends with the confirmation of the information about the human body. Therefore, there are many cases that these information are hard to be discussed at the same level and there are wrong information in therms of 'Fact' and introductions in terms of opposite contetns in the same article. This is originated from the advantages and limits that "OhjuYeonmunJangjeonSango" has, whose author tried to collect the knowledge as much as possible in the same frame under the identical topic. This is the example that shows the climate of the some intellectuals who made an example by accepting all kinds of information and making information of their own. This intelligent climate clearly shows the discordance between medical information suggested by Ohju and the medical reality that Ohju faced. In other words, there were latest information in "Ohju-Yeonmun-Jangjeon-Sango", but had to be sensitive in supply of medicines for Ohju who used to live in the backwoods. Therefore, the medical benefits that he could choose were single - medicine prescription that is closer to conventional medicine and experiential prescription and Yangsaengsoo which medical costs do not occur. These facts imply that the stories about the latest opinion that was in fashion to look at the medical reality in late Chosun Dynasty and detailed research on the daily life that one person faced should be accompanied.

• 복식
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• 제66권2호
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• pp.134-147
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• 2016

The mainstay of modern fashion design has always been Western costumes. Though Asian costumes do get featured in collections at times, most instances are just instances of the western culture showing curiosity toward non-mainstream costumes. Until recently, Japan, which has been the most active in cultural exchanges, has been the main recipient of these curiosities, and has been used as the representative style and culture of East Asia. What needs to be let known is that Korea has its own costume style and culture, which have been developed according to its tradition and beliefs. Hanbok, which is the representative traditional costume in Korea, has existed since the beginning of the Kochosun dynasties. I started this study to figure out the design source of Hanbok's shape and develop it into a modern costume. In the fashion industry, "Mandarin Collar" and "Kimono Sleeve" are common terms, And I hope that words like 'Korean Collar' and 'Hanbok Sleeve' will one day become a household term. Hanbok contains Korea image. And its shape is formed depending on how Koreans have been treating all sorts of objects or things for many years. If my study can identify and express the unique Korean way of pattern and considering clothes, which is clearly different from those of China and Japan, I will be able to establish a concept of 'Korean style', that people of the world could come to recognize.

• 패션비즈니스
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• 제10권3호
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• pp.54-68
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• 2006

Suhainmyuldo (樹下人物圖) is a type of picture which expresses a person under the tree and is known to be brought to the Korean Peninsula from the Middle Asia. The origin of this kind of expression is assumed to be from Iykshini (or Iygsha), the fairy of tree, in India and the 'Tree of Life' in Western Asia which influenced on the craft art design of Chinese art. However, Chinese art had already developed the motif of this kind in its unique way; for example, Jookrimchilhundo (竹林七賢圖: seven wise men in bamboo forest) in the Six Dynasty. There are only two items of female dress and its ornament from the 4th to 6th century Suhainmyuldo of the Goguryeo ancient tomb mural: one from the Jangchun Tomb No. 1 in which a female figure is portrayed as a part of living genre painting and the other from the Anahk Tomb No. 1 with seven female figures in a painting which is one of the earliest Suhainmyuldos, presumably from the 4th century. These two paintings must be considered in parallel with the origin of Suhainmyuldo. The mountain wizard's dress and Men's dress and its ornament in Suhainmyuldo from the 4th to the late 6th century Goguryeo ancient tomb is mostly joint adjust in which its collar is connected by a line and almost all the wizards are wearing Sang (upper garment). Most mountain wizards are wearing black feather shaped jackets and upper garments. One noticeable observation is that the mountain wizards of Mooyongchong, Tongu Ohgoibun Nos. 4 and 5 are completely different from one another in terms of ways to dress each wizard's official hats and shoes.

• The International Journal of Costume Culture
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• 제3권2호
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• pp.161-174
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• 2000

Today's advanced transport and mass media enables people to access easily and frequently to traditional costumes from different countries in the world. Consequently, fashion designers who are fascinated by the variety and beauty of traditional costumes, tend to adapt them to modern fashion design. The continuous study of traditional costumes at such time contains a meaning as a source of inspiration for the creation of a new fashion design. Therefore, among various costumes of the world, this study will focus on the costume of Palestine, that is situated at the crossroads of Europe, Asia and Afria and has exchanged various historical cultures with other cultural regions. It, especially, expects to provide a unique idea in the material modification field of today's fashion design by examining mainly the embroidery ornament which is the most distinctive feature of Palestinian costume. The conclusion was revealed that Palestinian women's costume largely consists of embroidered silk and cotton garments with a V-slitted square panel (gabeh) attached to the chest part. And a variety of luxurious embroidery was employed to emphasize different parts of the dress. These embroideries differ from area to area. Especially the embroidery from Bethlehem was well-known in many places and influenced those of other regions.