• Fashion & Textile Research Journal
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• v.23 no.2
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• pp.200-211
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• 2021

This study examines the effects of fashion influencers' body types (realistic versus ideal body types) on self-expression, self-representation, and recommendation intentions, as mediated by familiarity toward influencers. Although fashion influencers lead to a positive consumer response compared to traditional advertisements, previous research on the effects of fashion influencers on consumers is limited. Thus, this study tests the role of consumers' socio-psychological aspects in understanding how and why fashion influencers affect consumers' behavioral intentions associated with self-expression, self-representation, and influencer recommendation. A total of 180 women in their 20s and 30s participated in the survey. The responses were collected after showing them stimuli featuring fashion influencers with either ideal or realistic body shapes. The data were analyzed using SPSS18.0 for descriptive statistics, and AMOS 18.0 for confirmatory factor analysis and structural equation modeling. The results showed that participants who were shown realistic body types perceived familiarity, which generated positive effects on self-expression, self-representation, and recommendation intentions. Hence, the effects of influencers' body types on recommendation intention are mediated by familiarity. Self-expression and self-representation intentions also increase influencer recommendation intention. Comparatively, participants who were shown ideal body types only induced higher self-representation intention, which increased their recommendation intention. The current findings can help fashion marketers select the appropriate influencers who fit their target customers as promotional models, as well as to induce changes in consumers' behavioral intention.

• The Research Journal of the Costume Culture
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• v.14 no.3 s.62
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• pp.514-527
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• 2006

It can be said that the ultimate goal of advertising is creating consumers' buying intention and buying behavior toward advertised goods. But literature suggests that ads have both intended and unintended consequences, and one of the unintended consequences is that the idealized images of physical attractiveness found in advertising have negative impact on girls' and womens' self-perceptions. Thus, this study, using social comparison theory as a framework, was designed to investigate the influences of the images of models in ads portrayed in TV and fashion magazines on the purchasing intention, self-esteem and body satisfaction of college women. Using an experimental stimulus, a moving picture representing thin and attractive models in the context of advertising fashion goods, two conditions were manipulated and the subjects were placed into one of two groups randomly, the experiment group and the control group. The experiment group only was exposed to the ads portraying highly attractive models. Data were collected from two groups using same questionnaire. The data were analyzed using t-test, two-way ANOVA, and descriptive statistics. The findings were as follows: 1. The thin and attractive image of models in ads on buying intention had significant positive influence on buying intention(p<.05). 2. The thin and attractive image of models in ads had significant negative influences on self-esteem(p<.05). 3. The thin and attractive image of models in ads had significant negative influence on body satisfaction(p<.05). 4. The ideal body internalization had significant negative influences on body satisfaction(p<.05), but interaction effect of model's image and ideal body internalization on body satisfaction was not significant.

• Fashion & Textile Research Journal
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• v.6 no.6
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• pp.740-748
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• 2004

The purpose of this research is to observe the face types of types of haircut design that is the basis for the completion of a hair styling mainly with case of male college student. For the purpose of this, I carried out direct and indirect observation and measurement for faces of 293 male college student who attended universities in Busan, and measured face types which were classified by the group analysis preferred hair style in order to do actual hair cut design. The result of this research is as follow. This paper conducted the element analysis in regard to the direct and indirect items of face, and it pulled out 5 elements. As a result of group analysis with elements as independent variables, they are classified into4 types. For actual hair cut design, 4 types classified by group analysis and nearing models analyzed. This research bring accurate information classified face types.

• Journal of the Korean Society of Costume
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• v.64 no.1
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• pp.18-30
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• 2014

As economy is growing and income level is increasing, more people are pursuing relaxation and leisure in their life. As the sports market in Korea is flourishing, sports wear companies have begun to focus marketing their brand by carefully selecting advertising models in order to get more exposure for their brands. The purpose of this study was to analyze, the effects of the advertising model types had on the company's brand recognition, and consumer subjectivity on consumer's preference and purchasing intention were studied. The subjects for the study were 260 men and women in their 20~30s living in Seoul and Gyunggi province. Three-way ANOVA was conducted for the data analysis. The results showed significant interactions between the three independent variables on preference. Although there were various advertising model types due to the improvement of media, (brand advertisement employing) the well known celebrity model was more effective for raising consumer brand awareness compared to non-celebrity models.

• Journal of Fashion Business
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• v.16 no.3
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• pp.78-94
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• 2012

This study devised and drew custom sleeve patterns by using a regression equation with the data from 7 models along with the sleeve that was slightly modified to make the general-purpose sleeve pattern. To devise a general-purpose sleeve pattern, the sleeve pattern was drawn as an object for comparison by applying the Bunka drafting system (sleeve pattern by the Bunka drafting system) to the basic upper garment. Actual sleeves, made by using the three types of patterns above, were created and tested by models. Next, 30 panel members participated in a sight test of the compatibility of the sleeves to examine the validity of the sleeve drafting method acquired using the regression equation. The test proved that the custom sleeve pattern and the general-purpose sleeve pattern were more suitable for the characteristics of arm structures. Thus, the new sleeve-cap part drafting method using the regression equation was shown to have validity. As a result, since a very significant correlation was obtained for the body measurement figures and the basic pattern of the adequate basic pattern of the sleeves, this study concludes that it is possible to come up with primary data that can be widely used by increasing the number of subjects.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.7 no.5
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• pp.934-940
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• 2003

In this paper, hair beauty fashion design feature points detection system is proposed. A hair models and hair face is represented as a graph where the nodes are placed at facial feature points labeled by their Gabor features and the edges are describes their spatial relations. An innovative flexible feature matching is proposed to perform features correspondence between hair models and the input image. This matching hair model works like random diffusion process in the image space by employing the locally competitive and globally corporative mechanism. The system works nicely on the face images under complicated background. pose variations and distorted by accessories. We demonstrate the benefits of our approach by its implementation on the face identification system.

• Journal of the Korean Society of Costume
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• v.51 no.4
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• pp.71-80
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• 2001

Since the beginning of the 90's, Fashion shows appear to be a type of performance form of art combining with other areas to visually entertain the viewers. This can be explained by the modern tendency to escape from society which requires formality and complicated lifestyles. Fashion shows take place in a scene Influenced by the idea of post-modernism which redefines the definition of space. A church, old factory, unoccupied ground, subway stations, or even place like a waste disposal are used as a setting. The stage set is no longer the T shape run way and the procinium arch has disappeared. The gap between audience and stage has diminished and theatrical element is added to the fashion performance by using viewers living and working environments as setting of the show. The human relation with machine based on the cutting edge technology such as the stage automation, robots and mist making sprinkler system introduces new elements with spontaneity and detailed planning in the stage performance. Music also plays an Important role in attracting viewers. The sound track covers house music to techno music. Instead of music being abstract, folks orchestral music, choirs, piano. even live concert performed by pop artist provide the liveliness of the fashion show. And the catwalk itself is a performance. Model needs to be well trained as the capable talent who can handle sensitive gestures, facial expressions, dancing and choreography. The improvisatorial interaction between audience and model lead to audience participation. Models now range from pop star, ordinary people, handicapped people, to elderly and so on. John Galliano introduced the theatrical factors for the fashion show and Alexander Mcqueen approached the fashion show as the visual art of communication. Hussein Chalayan utilized high technology skewing futurism as if in a magic show. Today the Fashion show tends to be a total performance which includes audience participation, impromptu, and that break the limitation that fashion shows previously had. This will lead the fashion industry in opening new horizon of its own.

• Journal of the Korean Society of Costume
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• v.22
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• pp.45-60
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• 1994

Since 1988 the fur fashion industry in Korea has been difficult in exporting and competition with too many brands after opening the dom-estic fur market. However comparing with the interest of manufactures and consumers there are few of related references and books. So the purpose of this study is to put in order and summurize the manufacture in fur cloth-ing the informations of domestic and oversea fur markets and the other professional references. After all it is to help succeed in domestic and international fur markets and give the new ideas of designing and merchandising to the fur fashion industry. The results were as follows: 1. Contact with fur specialty stores in the international fashion cities and tourist cities directly. 2. Establish oversea factories in the low labor countries. 3. Exploit and invest in Russia china and the East European countries for suppliment of law materials and fur market. 4. Need the market research and promotion for encroachment in Japanese fur market. 5. Create the original brands with inter-national fashion sense. 6. Develop the manufacture line for diverse models in small lots matching with the modern life styles. 7. Need the fashion show exhibition pro-motion with reasonable prices and creative new designing with various color trimming texturizing and combination with the other materials. 8 Subdivide and distinguish labels into different types for avoiding with too much com-petition and comvenience of consumers. 9. Make an effort to weaken the black mar-ket the 30% of the domestic fur market.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.5
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• pp.981-990
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• 2001

The purpose of this study is to review the concept of virtuality and analyze in which way virtuality is expressed in fashion. As for the research methodology, literary research was undertaken to study psychoanalytical and socioeconomic contexts in which virtuality has been formed. In addition, demonstrative studies on styles were undertaken through the analysis of photos in modern fashion magazine. With the explosive diffusion of the Internet since the 1990s, people have created a new identity in cyber space. Indeed, computers have made it possible for human beings to make virtual bodies in any way they want. Through the experiment of creating the figures that they dreamed of in their childhood buy could not embody in their actual life, people are making up for their narcissistic ego of their childhood. With the advent of the cyber society, dreams have been realized in cyber space, which in turn has influenced reality and finally had an effect on fashion. In cyber space, People try to break away from their bodies by combining elements of a different nature from them. They are dying hair and skin, and using holographic fabric for fashion, metallic color and geometric pattern for cosmetics. In pursuit of omnipotent beings, people have depicted models as flying in a weightless state and floating in the water within dress of undefined silhouette, so that they can be shown as transcending the law of nature. Furthermore, a variety of cultures newly appearing as dominant in cyber space have constantly interacted with actual life and formed an collage of heterogeneous cultures in fashion.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.2
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• pp.318-327
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• 2005

The purpose of this study was to analyze the image perception of modern fashion according to erotic expressions ans erotic levels. The research methods werea quasi-experimental research. The experimental materials developed for the study were a set of stimuli and a responsse scale. The stimuli was consisted of 15 photographs according to erotic expressions and erotic levels. The reponse scale consisted of semantic differential scales. The subjects consisted of 254 male and 260 female undergraduate students of Chungnam National University by a convenient sampling method. The data were analyzed by factor analysis, ANOVA, Duncan's multiple range test and t-test. Result were as follows ; 1) The fashion image of erotic experessions and levels, were categorized into 3 images factors : sexy-potency, modesty, attractiveness. 2) The erotic expressions significantly affected on three image factors 3) The erotic levels showed significant differences in three image dimensions and stronger erotic levels pressented more sexy-potency, less models and attractive images. 4) The erotic expressions showed interaction effects with the erotic levels in three image dimensions. 5) Subject's gender had a significant difference on fashion image perception : male subjects perceived the fashion photographs more attractive than female subjects did.