• Journal of Fashion Business
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• v.16 no.6
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• pp.96-108
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• 2012

In modern society, humans' misdirected aspirations towards ideal beauty are discussed and criticized. This research utilizes a paradox to express the modern standard of beauty and the society's homogenization of it through plastic surgery. An empirical analysis was conducted of the artist's works that reflect anti-lookism. The works were classified as provocation, aesthetic, symbolic and paradoxical depending on the variety of the artists' approaches and expressions. Also, this part looks at anti-lookism cases in modern fashion industry that were given lascivious expressions. They characterized various types of human beauty. Anti-lookism is a movement that goes against this social trend. It seeks to awaken modern citizens from blind submission to homogenized beauty and commercialization of humans. This study intends to offer an image of ideal beauty that should appreciate and the concept of an ideal female body. The author hope that further researches are done in social, political, cultural and other levels of the society to establish anti-lookism.

• Journal of Fashion Business
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• v.19 no.3
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• pp.59-72
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• 2015

The purposes of this study are to explore how the service recovery of the beauty shops and customers' perceived justice affect the customer relationship. A survey based questionnaire method was employed for this study. Data were collected by a convenient sampling of 232 female customers of hair beauty shops in Seoul and Busan. The data were analysed by using SPSS 21.0, including a frequency analysis, reliability analysis, factor analysis and multiple of regression analyses. The first result showed that all dimensions of service recovery had a significantly positive effect on the perceived justice. Especially, behavioral recovery of beauty shops was the major significant factor affecting perceived justice. Second, distributive justice and interactive justice had a significant effect on satisfaction. However, procedural justice did not have any significant effect on satisfaction. Finally, satisfaction was significantly and strongly associated with both trust and commitment. These results provide empirical proposition that the recovery strategies for complaint handling of the beauty service shop are related closely to relationship marketing.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.8
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• pp.1293-1305
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• 2009

Despite the attention regarding the effects of brand extension, there is limited research focused on brand extension in the beauty industry. This study discusses whether the similarity of extensional types and brand fit has any effect on the brand attitude toward beauty brand extension. This study examines the changes in the brand attitude and finds the effect of the similarity of extensional types and brand fits on brand attitude toward beauty brand extension. In the experiment, 4 description type factorial designs were performed. A total of 114 females participated in the experiment that had an experience of visiting a beauty salon. The results are as follows. First, the similarity of an extensional product-type has a positive effect on attitude toward parent beauty brand, while the similarity of extensional service-type does not. Second, there are significant independent and interaction effects between similarity and brand fit, which reveal differential influences on attitudes toward an extended beauty brand. Attitudes toward parent and extended beauty brands were affected by the similarity of extensional types and brand fit.

• Journal of Fashion Business
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• v.17 no.3
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• pp.109-121
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• 2013

The purpose of this study was set as clarifying the relative importance of experiential marketing on customer satisfaction and revisit intention of beauty salon franchise stores while raising the competitiveness of beauty salon service by clarifying the causal relationship between these factors and revisit intention. The data was gathered using questionnaire targeting 350 adults living in Gwangju Metropolitan City and the analysis was performed using the SPSS 18.0 statistics package. The result of this study is summarized as follows. First, the factors forming up the experiential marketing of beauty salon franchise stores have been verified as a total of 5 dimensions to be shown as sense marketing, relation marketing, feel marketing, think marketing and action marketing. Second, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the revisit intention. Third, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the customer satisfaction. Fourth, while the indirect effect of each of experiential marketing and customer satisfaction of beauty salon franchise stores on the revisit intention was independently shown as significant, the indirect effect of experiential marketing by mediating customer satisfaction was not shown as significant.

• Journal of Fashion Business
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• v.17 no.6
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• pp.1-17
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• 2013

This study was carried out after the author experienced different personalities according to blood type over many years and thus have attempted to find out the relationships between blood type and each occupation in the industry. This study aims to analyze employees in the beauty industry (hair design, skin care, nail art and makeup) in Seoul with regard to their blood types. The significance of this study is to provide baseline data for entrants and managers in the beauty industry in order to help them choose the right occupation and reduce turnover rates through analyzing employee personalities by blood type. Research topics include the following: first, to understand the characteristics of employees in the beauty industry; and second, to find out the relationships between blood types and types of professions. After conducting an inquiry into the relationships between blood type and profession in the industry, a significant portion of skin care (49.3%) and nail art (43.8%) professionals was blood type A; nail artists (43.8%), type AB; hair designers (54.7%), type B; and makeup artists (50.0%) and hair designers (29.2%), type O. In conclusion, these results reflect the personalities of people within the beauty industry by blood type. Skin care and nail art shops are quiet environments, whereas hair salons are relatively louder with contemporary music along with the sounds of various equipment.

• Journal of Fashion Business
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• v.11 no.6
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• pp.62-74
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• 2007

This study aims at applying the body image, self-image and costume image, which is completed as harmony of hairstyle according to 14 occupational types to be help at in time of image creation. It made a survey of 5,658 women living in Seoul. The result of response showed that a sandglass type and rectangular type is highest in a form suited to the body image for educational employees, public officials, business employees, service workers, office workers, financial employees, university students who are majoring in beauty), beauty artists and entertainers, and for police officers, housewives, medical service workers, university students who aren't majoring in beauty, respectively, which there is the difference by occupational group. But there is no difference from a point of view that many women of our country are much alike in a form.

• International journal of advanced smart convergence
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• v.10 no.4
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• pp.149-157
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• 2021

This study aims to understand how an influencer's social and physical attractiveness, background and value homophily influences consumer's emotional attachment, which in turn causes user stickiness with regards the influencer's live commerce. We tested all proposed hypotheses among users of the online shopping platform "TaoBao". Ultimately, 297 questionnaires were collected by means of an online survey. The results revealed that social and physical attractiveness positively influence emotional attachment. Meanwhile only value homophily significantly affected emotional attachment, whereas background homophily did not significantly affect emotional attachment. Additionally, emotional attachment was found to significantly influence live commerce stickiness. We also investigated the moderation effect of perceived beauty trends of products sold on live commerce, where the results indicated that high beauty tends to have a higher effect on live commerce stickiness behavior. Lastly, theoretical and managerial implications have been offered.

• Journal of Fashion Business
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• v.18 no.4
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• pp.168-179
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• 2014

Everyone has the desire to be well shaped. Modern people in the $21^{st}$ century utilize their external appearance as a tool to express their personalities and social activities for the improvement of cultural life and the acceleration of information transfer. The expression of beauty is a method of communication from the view point of creation in addition to the exchange of meaning & value, and it has become a method of image transfer due to the increased desire for a better appearance. The beauty industry was established in 1948 by the execution of the 1st hairdresser's license test, and has been developed in full scale through the enactment of the public health control act. Therefore, beauty education is currently qualitatively and quantitatively developed, and the educational role of the beauty institute has expanded to include training beauty professionals. Private beauty institutes provide students with beauty related education in preparation for the national technical qualification examinations or private beauty association tests. These beauty education opportunities enable aspiring beauticians to attend various beauty competition events and acquire a sense of accomplishment. The purpose of this study was to determine how the quality of the beauty educational institutes affects the re-registration rate, and to analyze the effect of the beauty educational institutes quality on the intention of re-registrations using a survey. The study results show that variables such as 'lecture satisfaction', 'internal environment satisfaction', 'facility satisfaction', and 'tuition satisfaction' are significantly related to the rate of re-registrations, with 'lectures satisfaction' especially having the largest influence on re-registration.

• Journal of Fashion Business
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• v.12 no.3
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• pp.99-115
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• 2008

International exchange gets active in nations with the increase of Internet use and heading toward digital age. Thus the communication conveying image of nations effectively plays an important role in an international society. Sports events are regarded as important international exchange events and good opportunities for public relations of one's own country and taken as tools of planting good images in other nations. This study surveyed the concept and history of uniform through the documents and previous studies in order to find the aesthetic characteristics of sportswear uniform applying the image of national ensign and investigates the origin and start time in Korea of selected 6 sports items. As a result of finding the expression way of ensign image and drawing the aesthetic characteristics by analyzing the use and variation of ensign colors, the use of colors other than ensign and reflection of ensign form in collected 60 sports uniforms, this study could draw the symbolical beauty, beauty of variation and beauty of brevity. First, symbolical beauty is the aesthetic characteristics expressing uniforms by using the pattern ensign symbolizes and ensign colors themselves or enlarging a part of ensign. Second, beauty of variation is the aesthetic characteristics creating geometrical new patterns in uniform through the distortion and exaggeration of ensign shape, or transforming the colors themselves of ensign. Third, beauty of brevity is the aesthetic characteristics using other colors only as decorative factor while applying the main colors of ensign to the most part of uniform, or unifying the uniforms with only one color of ensign. As a result of survey, the proportion of the symbolical beauty was highest in summer season and beauty of brevity and beauty of variation followed and the proportion of beauty of variation was highest and the symbolical beauty and beauty of brevity followed after that in winter season. This study found the way of expressing image of one's own country in sports uniform through this article, expecting the exact recognition on sports uniform and the diversity of sports uniform design in which the images of the nation are expressed more variously.

• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.4
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• pp.105-113
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• 2020

This study examines the effects of job stress on employees in the beauty service industry and the consequences on job satisfaction and organizational commitment. Based on the analysis of the job stress of beauty employees, the purpose of the study is to identify the beauty service industry's problems and present marketing implications. First, it was found that employees' job stress in the beauty service industry harmed job satisfaction. Beauty workers with a high job satisfaction increase the quality of service for customers, which can increase the customer's store loyalty, helping the beauty service industry's work performance, thereby further increasing job satisfaction by reducing job stress. Second, it was found that employees' job stress in the beauty service industry harmed organizational commitment. The higher the organizational commitment is, the more sense of belonging is created, which in turn can improve the work performance of the beauty industry workers and reduce the turnover rate. Therefore, it is necessary to find a way to increase organizational commitment by reducing beauty workers' job stress. Third, it was found that employees' job satisfaction in the beauty service industry had a positive effect on organizational commitment. These results show that the higher the job satisfaction related to the beauty worker's current job satisfaction, current salary satisfaction, satisfaction with the boss, satisfaction with the work environment, and passion for the job, the higher the organizational commitment.