• 산경연구논집
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• 제14권8호
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• pp.1-8
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• 2023

Purpose: This research aims to identify positive connections between digital fashion product value and consumer purchase behavior. The research tries to offer valuable insights and implications for fashion industry practitioners, enabling them to harness the power of the Metaverse to enhance customer engagement, drive sales, and stay ahead in this ever-evolving digital landscape. Research design, data and methodology: The research design for this study is a systematic literature review. A systematic and rigorous approach was adopted to ensure the reliability and validity of the research findings. By conducting this kind of approach to achieve the purpose of the study, this research aims to comprehensively analyze existing academic articles, peer-reviewed journals, and relevant publications related to the topic. Results: According to various academic search engines, the results revealed several dimensions of value associated with digital fashion products on the Metaverse platform, which significantly influence consumer perceptions. These dimensions of value extend beyond traditional tangible attributes and are uniquely shaped by the immersive and interactive nature of the virtual environment. Conclusions: All in all, the findings highlighted the significance of experiential value in driving purchase behavior. Creating immersive and interactive virtual shopping experiences emerged as a crucial strategy for fashion industry practitioners to engage potential consumers effectively.

• 한국의류산업학회지
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• 제10권5호
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• pp.721-730
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• 2008

The purpose of this study is to analyze the tech fatale fashion image in female models of mobile advertisements and to find the fashion characteristics. The tech fatale emerging as new culture code is a compound word of the femme fatale and technology. It is characteristics of the femme fatale, the post digital culture and the female leadership. The findings of the study were as follows : The tech fatale types were the independence, the transformation and the tradition. The independence was a self expression, appealed to visual image, was showed the coating fabric, denim, space look and street fashion and reflected the creativeness and digital generation. The transformation appealed to sexuality and was showed luster fabric, exposure, body-conscious, glam look. The voluptuous beauty represented the pride of the post digital generation. The tradition appealed to emotion and was showed pale color, simple line, soft texture fabric and a feminine Image. The meanings of tech fatale were the imagination, the public, the duality, the game, the purity and the recurrence. The formative characteristics reflect the mind of post digital generation who is against authority and pursues the human being worth such as the identity establishment and the pure emotion.

• 문화기술의 융합
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• 제8권1호
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• pp.597-603
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• 2022

팬데믹 환경의 지속과 더불어 패션 산업의 다양한 분야에서 디지털 전환이 적용되고 있다. 증강현실 기술은 현실 세계에 가상의 이미지를 오버랩해서 보여주는 형태로 비대면 환경하에서 온라인 쇼핑이 확대되면서 패션, 뷰티 분야에서 증강현실 기술의 활용이 소비자 만족도 및 매출 증대에 영향을 미치고 있다. 본 연구에서는 디지털 전환에 따른 패션산업에서 활용되고 있는 증강현실 콘텐츠의 특성을 의상, 액세서리, 패션스토어 및 AR패션쇼 분야까지 확장하여 증강현실의 사례 특성을 분석하였다. 패션 산업의 증강현실 기술은 마케팅 활동을 통해 SNS나 홈페이지를 통한 의상 및 액세서리 제품 홍보 특성이 중심을 이루고 있으며 가상 쇼룸 과 AR패션쇼를 통한 구매 과정에서의 편의성 확대 및 엔터테인먼트 콘텐츠 활용에 의한 매출 신장과 브랜드 인지도 향상등의 긍정적 가치를 높이고 있다. 미래디지털 패션 환경에서 증강현실이 활용되는 유형의 범위는 지속적으로 확대될 것이며 증강현실기술의 활용 특성을 도출함으로써 향후 패션산업의 미래 비전을 제시하는데 기여하고자 한다.

• 한국의상디자인학회지
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• 제22권2호
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• pp.29-43
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• 2020

This study investigated the luxury supply chain management called 'See now, Buy now'. This has been a new way of controlling the supply and demand for luxury brands in the fashion industry since 2016. In this study, we explored the backgrounds and impacts of 'See now, Buy now' in the digital era. 'See now, Buy now' was launched by the fashion brand, Burberry in February 2016. It was the first luxury brand to showcase its entire collection using 'See now, Buy now' among the brands which showcase in Paris, Milan, New York, and London fashion weeks. That has not only caused many controversies in the fashion world but also generated followers. In this study, we analyzed 'See now, Buy now' in three aspects, economics, efficiency, and management strategy, and this was done through a literature survey on articles pertaining to 'See now, Buy now' and empirical surveys on Burberry's collections. Based on 'See now, Buy now', Burberry tried a new process of supply and sale. In the era of SNS, the spread of information is getting faster. The speed of SNS and changes in the fashion market combining IT and mobile technology are major changes faced by the fashion industry. 'See now, Buy now', a model of the new supply and demand in luxury fashion brands, should be noted as a new directional aspect for the future of the fashion industry. Since it was a relatively recent trend that started from the September show of Burberry in 2016, there was still a lack of academic discussion or prior research on this phenomenon. Therefore this study aimed to predict future directions by recognizing the importance of 'See now, Buy now' in the fashion industry. Also, based on this research, the significance of this study was to present a management strategy that applies 'See now, Buy now' to the future of the fashion industry in the digital era.

• 복식문화연구
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• 제29권3호
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• pp.374-387
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• 2021

The purpose of this study is to develop up-cycling fashion design methods centered on discarded denim material for the study of original up-cycling design methods. Up-cycling fashion design work was developed using digital clothing technology. This is a recent hot topic among sustainable fashion design methods. Up-cycling fashion design expression methods (categorized as dismantlement, collages, dépaysement, grafting, weaving, and tearing) were centered on design methods. These methods create various three-dimensional modeling effects in planar forms, whereby five pieces can be applied to the fabric and digitally produced. The results are as follows: First, the use of discarded denim fabric for the development of up-cycling fashion design pieces enabled the recycling of existing resources, provided solutions to environmental pollution problems, and provided expansion opportunities for design processes for sustainable fashion products that expand the design value of denim products and their utility. Second, new eco-friendly fashion designs that attempt to achieve diversity in modern fashion trends could be presented through formative contemporary fashion produced by up-cycling work products. Third, up-cycling fashion design work is expected to provide opportunities for eco-friendly fashion design methods. This will expand the value of sustainable fashion design by recycling simple waste materials through the use of three-dimensional digital clothing technology and further through the presentation of expanded life cycles that extend product planning, production, and life cycles.

• 한국의상디자인학회지
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• 제25권2호
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• pp.17-29
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• 2023

The digital environment, which has been rapidly developing since the beginning of the 21^st century, has become more specific due to COVID-19, and marketing strategies are rapidly changing to suit purchasing activities of Generation MZ, whose online purchases are becoming the center of their lives. A public relations agency is generally responsible for all aspects of making a client's product or service visible to the public through various forms of media. Among them, a company that performs only fashion-related tasks is called a "fashion PR agency". Now, the fashion industry is also centered on the e-commerce environment, and various digital marketing strategies have been developed and directly related to sales. This study examined the current status of online media and digital marketing, analyzes the aspects of fashion brand promotion strategies and methods in the e-commerce era, focusing on the work of fashion PR agencies, and suggests the direction of new online and offline promotion methods based on marketing and technological aspects. As a result of the study, first, theories on strategies for online media and digital marketing were examined, and found that the amount of online promotion has recently increased and become more specialized. Second, this study examines the concept of fashion PR agencies and analyzed their main tasks through interviews with fashion PR professionals. Third, based on successful online fashion promotion cases, the study analyzed fashion promotion strategies and methods that are being integrated online and offline in the e-commerce era. The main methods included SNS strategy, content strategy, performance strategy, influencer strategy, and event strategy, and it is suggested that integrated management is necessary for consistent brand image management, and an IMC (Integrated Marketing Communication) strategy, which intensively manages all strategies, should be employed.

• 복식문화연구
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• 제18권1호
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• pp.64-79
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• 2010

The digital era in the 21st century is globalized and is collapsed boundary among countries, thereby being able to be said to be characterized most largely by proceeding with being a form like a federation and EU. A change into digital era brought about a change in all the aspects of human behavior and culture, not a change simply in temporal significance and technological significance. In recent days, all the services came to be possibly used the integrated device with the same network owing to innovation of communication technology, which is represented by digital, network, and internet. Now, the broadcasting industry, computer industry, and communication industry are exceeding the peculiar sphere by being mutually merged. Each of industrial sector centering on internet is showing the phenomenon of being united. The hybrid trend, which was formed by phenomenon in the complex digital media society, tended to be indicated in fashion and makeup design. As the digital media era was generated, the hybrid trend induced a change into society in open and horizontal idea. It came to be known that there is independent trend in each field even while organically working in the middle of the whole frame that fashion and makeup express a human being's external beauty. This implies that makeup is not what is always influenced by fashion as an accessory in fashion and a supplementary role, but what can show its contrary phenomenon. This study examined characteristics, which are shown in fashion and makeup due to hybrid influence with greeting the digital media era. This study was carried out in order to be conducive to objective data available for giving help to the future direction and marketing data in product of the relevant businesses, through the results of this study.

• 한국의류산업학회지
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• 제22권1호
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• pp.55-65
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• 2020

Smart photonic clothing integrates light emitting technology inside and outside of the garment and integrates it as a fashion product. It expresses digital color that radiates light outside the body that expands the functionality of the clothing as well as makes new and various attempts visually. It is also is gradually expanding into a new area of fashion. LED, one of the digital color output devices, is a light emitting device that is suitable for presenting consumer customized designs in that the patterns and colors of clothes can be modified as desired by utilizing computer technology such as program coding. LED technology that can realize various digital colors is actively applied in various industrial design fields, but there are few previous studies on smart clothes using LED color in Korean fashion fields. Therefore, this study develops a prototype of a customized LED smart photonic garment that allows the user to directly participate in the color implementation of clothing and select a digital color suitable for the desired function. The LED module was designed to be detachable from clothing and made using a 256-pixel LED matrix. Various coding patterns of the LED were designed using the coding change of Arduino program.

• 한국의류산업학회지
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• 제26권3호
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• pp.265-272
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• 2024

In the current era of rapid digitization of the fashion industry, this study aims to facilitate the digitization of local Hawaiian fashion products. The research compares and analyzes the patterns and colors of digital clothing products sold on Zepeto, a metaverse platform, and those of physical products sold both, online and offline, by six specialized brands with stores in Honolulu, Hawaii, or Hawaiian signature clothing products. The following results were obtained: First, physical products generally display various patterns, such as animals, plants, geography, regions, and beaches. However, the pattern diversity of digital products is relatively limited, with a tendency to focus on plant and animal designs, which are Hawaii's signature patterns. Second, the color analysis results demonstrate that chromatic color groups, such as blue and red, were the most popular in physical products, whereas digital products used mostly green and neutral colors. Considering that physical products are sold both, online and offline, this is presumed to be due to differences in expression techniques and customer responses to digital and physical products, rather than market differences. To facilitate the digitization of Hawaiian local fashion products, a library that accommodates physical products in a variety of patterns and colors must be secured, and continuous modifications must be made to match the overall fashion trends.

• 복식
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• 제59권8호
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• pp.152-165
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• 2009

The purpose of this study was to expand the expression of Fashion Illustration using Lenticular imaging process. In the 2-dimensional pictures, Lenticular imaging process can be effective to make multiple, virtual and variable images, which are assumed the main characteristics of modern Fashion Illustration. For this study, the main characteristics of digital based fashion trend and Fashion Illustration were analyzed. The main characteristics of digital based fashion were 'Interaction, Variableness, Virtuality, Multiples and Hyper-text' which were related with Simulacre thinking. The main characteristics of expression in Fashion Illustration were 'Virtuality and Multiples'. The image of 'Variableness' was an important factor in digital based fashion, but it was restricted within Fashion Illustration because of the 2-dimensional picture. Therefore, the Lenticular imaging process was proposed as an effective method to expand 2-dimensional limit, giving an effect of 'Variableness' in Fashion Illustration. Based on this study, 5 illustration works were proposed. The Lenticular imaging process was applied in making the images of 'Virtuality, Multiples and Variableness' in 5 works. The result of this study can be a basic material to understand the characteristics of modern Fashion Illustration as a meaningful sub-culture, and diverse expressions corresponding with the phases of the times.