• 한국의류산업학회지
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• 제17권5호
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• pp.770-780
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• 2015

This study intended to explore fundamental causes affecting consumers' response actions from psychological factors in the situation of sellout occurring during shopping in online fashion stores. In addition, this study devised a virtual online shop in order to measure consumers' cognitive and emotional psychological responses they experienced when goods were sold out. The subjects involved women in 20s~30s, major customers of online shopping, and the subjects were randomly allocated to one of eight questionnaire forms (2(stockout size: high vs low)${\times}2$(product assortment similarity: similar vs. dissimilar)${\times}2$(restocking cue: included vs excluded)). The number of final data used for the analysis was 336 and through SPSS 21.0 program, two-way ANOVA and bootstrap were utilized. The analysis result was that consumers' psychological responses (emotions, psychological reactance) of online shops differed by means of varying stockout situations. The stockout size had positive effect on psychological reactance and negative emotions. On the other hand, there was no difference in positive emotions (arousal) according to stockout size. In stockout situation of online fashion store, the moderating effect of product assortment similarity and restocking cues were verified. According to the analysis result, interaction effects between stockout size and restocking cues, product stockout size and product assortment for psychological reactance were significant. Lastly, the mediation effect of psychological reactance and emotion between stockout size and behavioral response was tested. As a result, the moderated mediation effects of psychological reactance for substitute were significant when product assortment was dissimilar and restocking cue was exclude.

• 한국의류학회지
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• 제40권4호
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• pp.716-732
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• 2016

Focusing on the communication effects of fast fashion visual merchandising (VM), this paper examines the effects of a fast fashion store's VM attributes on consumer's perceptions of store image towards newness and prestige that influence the time spent at stores as well as the frequency of visits. This study was conducted by collecting data online using males and females in their twenties to forties; subsequently, a total of 382 samples were analyzed. The VM communication effect model utilized in fast fashion stores was developed and tested on structural equation modeling. The findings of the study were as follows. First, the show window presentation and ancillary facilities of VM elements have a positive effect on the perception of newness, while merchandise display, layout, and signage have a positive influence on the perception of prestige. Therefore, the VM elements in the fast fashion stores that affect the perception of newness and prestige are unique. Second, the perceptions of newness and prestige have a positive impact on time spent in fast fashion stores; however, only the perception of store's newness has a significant effect on the frequency of visits. Third, show window presentation and facilities are VM elements that directly influence the time spent and frequency of visits. Finally, we confirm that store image partially mediate between VM elements and shopping behavior at a fast fashion store.

• 한국의류학회지
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• 제43권5호
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• pp.725-741
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• 2019

Virtual Reality (VR) represents a key technology for future shopping platforms. This study examined the effect of vividness and interactivity, the two technological characteristics of VR, and fashion involvement, a consumer characteristic, on a consumer's intent to use VR stores under the framework of the Technology Acceptance Model (TAM). The study explained consumers' belief in a new technology and the process underlying the use behavior. The survey was conducted on 200 people between the ages of 20s and 30s via an online survey firm. Data are analyzed using confirmatory factor analysis and structural equation modeling. The results showed that a greater level of perceived vividness had a positive effect on ease of use and playfulness, while perceived interactivity had a significant impact on usefulness and playfulness. The findings also indicated that consumers with a high degree of fashion involvement tend to perceive a higher level of playfulness through VR shopping. Regarding the effects of consumer beliefs, perceived ease of use had a positive influence on usefulness perception. A higher level of perceived usefulness and playfulness meant a higher consumer intention to adopt a VR shopping platform.

• 한국의류학회지
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• 제46권5호
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• pp.805-826
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• 2022

This study explored the process by which consumers purchase products from small fashion business owners via online and mobile channels. In addition, group types were classified given that the purchasing process depends on the consumers' life cycle. The consumer focus group interview (FGI) was conducted on 18 participants that were divided into six groups by age, work, and children. Results revealed that first, consumer journey comprised four stages. Factors influencing need recognition were "attention to information of social media influencer," "attention to information of affiliated groups," and "repeated advertising of SME products/brands." For information searching, "exploring purchase reviews," "environment for mobile shopping information exploration," and "continuous product tracking" were important factors. Purchasing and shopping stages were affected by "price-free, improvised purchase decision" and "convenient mobile payment system and point benefits." After the purchase, "active sharing and repeated purchase when satisfied" and "blocking relationships when dissatisfied" occurred. Second, six consumer groups based on the fashion life cycle are the "Platform lover," "Influencer follower," "Trust builder," "Novelty seeker," "Convenience seeker," and "New designer supporter." Ultimately, small business owners can develop the process of planning and selling fashion products more efficiently.

• 복식
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• 제64권1호
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• pp.1-17
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• 2014

The purpose of this study is to suggest the plans, which can creatively utilize Korean images by introducing the SCAMPER technique, one of the techniques used to create ideas in the fashion design process. For the research methods, the case study which collects all the masters' theses relating to the fashion design process applied Korean images for recent 10 years and the literature study through books, masters' theses, academic journals' theses, news articles, and Internet data were done together. As for the result of the study, the level of utilization of Korean images in the researches on Korean fashion designs stayed simple utilization, which used a motif as it is in its original form or changed only the size. Furthermore, of the 39 theses reviewed in the study, 59% of them used less than 3 of the 7 SCAMPER items. Therefore, it could be said that the Korean images are restrictively being used in the fashion design studies. If SCAMPER is to be actively utilized as a design process in the future, it is expected that it will make great contributions to the development of creative Korean fashion design.

• 복식
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• 제64권7호
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• pp.82-96
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• 2014

This study views the shadows cast by the light and a subject provides new interpretations rather than it simply being an additive product. Particularly in fashion photograph, light and shadows are often used as tools to convey meaning. Accordingly, this study aims to classify the utilization of the shadow created by light and deriving its expressive characteristics in fashion photograph. To achieve these research aims, literature and case studies were conducted. The results are as follows. First, the shadows were mainly focused on a subject. Secondly, shadows caused by lighting is casted directly into the inside of the main subject in a frame takes a role of omission or emphasis. Third, shadows caused by a second unseen object outside the frame are utilized with the main subject in the frame. Based on these results above, spatial third dimensionality, optical illusion and accentuation were derived as expressive characteristics of the shadow in fashion photograph. As such, in fashion photograph, shadow is an important element for photographers. The variability of the shadow makes it possible for creative changes as its amount, angle and direction can be altered by adjusting the light in accordance with the intention of the artist. Therefore, its utilization methods will be diversified hereafter. Accordingly, it is required to recognize that shadow may be recreated as an independent object in fashion photograph.

• 한국의류학회지
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• 제46권3호
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• pp.407-423
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• 2022

Fashion illustration is a language that expresses the inspirational imagination of designers. Like fashion, illustration reflects and records the social and cultural phenomena of the time. In this context, Ignasi Monreal's fashion illustration shows the characteristics that reveal modern people's ways of thinking and their desires. This study analyzed work by Ignasi Monreal in 'Gucci Hallucination' of 2018 S/S to examine the characteristics of his new painting style and the messages his fashion illustration aims to convey. He tried to harmonize his surrealistic digital illustrations of Greek mythology with Gucci items. As a result of this study, the characteristics of Monreal's illustration works were divided into two main categories: formal aspects (similarity of composition or subject and use of dépaysement techniques), and content aspects (expression of a mythical surreal being). These qualities differentiate Monreal's fashion illustration from that of other artists. In addition, his works on the myth of Icarus not only express the desires of modern people but also convey social satirical messages.

• 한국실내디자인학회논문집
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• 제22권6호
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• pp.220-232
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• 2013

Ever-evolving diverse communication tools bring numerous changes and improvements into the lives of humans. It is extremely important to provide visual information when communicating with consumers in the commercial arena because humans acquire over eighty percent of the information around them through sense of sight. One cannot compete with just sheer quality in today's world. Therefore, the applications of digital technology in the visual merchandising became crucial, for it can dramatically improve the market value. Among these applications is digital signage, a new media for esthetic experience. I strongly believe that this would be a new marketing tool for the brand's distinctive and unique publicity. This research has been conducted in order to find out how the fast-growing digital signage, defined by the contents, has become not just a mere digital video clip but an esthetic merchandising tool that can produce various effective marketing strategies; and to discover the characteristics that this application has brought out in the visual merchandising field of fashion stores' global SPA brands. Based on the market case study, analyses have been made for the digital signage types and strategies regarding the visual merchandising expressive elements and for the effects the digital signage application will have on publicity. According to the results, the digital signage has proven to be informative, diversely applicable and contributes greatly to the increase in sales and to the improvement of company and brand image. Thus, it is much more than just a media tool for advertisement.

• 한국의류학회지
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• 제43권2호
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• pp.274-287
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• 2019

Most corporations engage in Corporate Social Responsibility (CSR) activities. Consumers are aware of CSR activities in different domains and use the perception and evaluation in purchase decision making. This study reveals how the relationship between consumer perception about a fashion corporation's CSR activities and product evaluation (such as perceived expertise and attractiveness) affects behavioral intention. This study discussed implications for store designs depending on whether it is actively engaging in CSR communication. Two virtual fashion store images of modern or eco design were used as stimuli. The study was conducted from July to August, 2018 based on women in their 20s and 30s. We collected 154 eco designs and 157 modern design responses. The findings of the study show that consumer perceptions of CSR activities affected perceived expertise and attractiveness. Further, perceived expertise and attracti-veness led to purchase intention and time spent in the store. The store design variation had no differences in mean values of consumer perception; however, evaluation and purchase intention indicated that a varied store design emphasized different corporation capabilities.

• 한국의류학회지
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• 제39권4호
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• pp.517-528
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• 2015

This study investigates actual wearing conditions and satisfaction based on qualitative research for rifle shooting clothing. The survey was conducted in two ways: in-depth interviews of 4 rifle shooting experts and subjective questionnaires for 18 active rifle shooters. They agreed on the importance of rifle shooting wear to minimize body sway and contribute to a balanced body posture. Most rifle shooters purchase made-to-measure rifle shooting clothing at a domestic store, but the clothing often needs extra adjustments due to an uncomfortable fit. Current fabric for rifle shooting clothing consists of a cotton canvas with a polyester mix; however, rifle shooters are unsatisfied with its stiffness in hot and wet conditions. Due to the specific fabric features, rifle shooting clothing should not be washed despite year-round use that represents another point of dissatisfaction. Rifle shooters always wear specially designed underclothes to improve shooting skills and comfort sensation. In conclusion, it is necessary to develop well fitted and comfort rifle shooting clothing that could improve shooters skills based upon this study.