• The International Journal of Costume Culture
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• 제4권3호
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• pp.195-202
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• 2001

Re purpose of this study is to indicate the framework to analyze the contemporary fashion phenomena taking on aspect as above by grafting the mass culture theory onto the study for fashion phenomena. The contemporary culture phenomena look like a same thing apparently, but various individual characters appeared in them. And all cultures are mixed in the name of mass culture, but the subordinate concepts which can classify the culture are still in existence. And this equally appear in the contemporary fashion, one of culture phenomena. The concept of the contemporary mass culture can be explained with the taste culture, Cans' theory indicated, divided into highbrow culture, middlebrow culture, and lowbrow culture. And the phenomena of the contemporary mass culture also can be explained with globalization that came down to homogenization, regionalization hybridization.

• 복식
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• 제54권5호
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• pp.83-93
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• 2004

The purpose of this study is to examine the relationship between thought systems of post-structuralism by Deleuze and digital culture which is the core topic of social and cultural discussion. And this study also aims to grasp the diversity and movable thinking shown in fashion illustration from the aesthetic thought systems of post-structuralism theory by Deleuze. Furthermore, this study intends to ascertain the concrete representation characteristics and its significance of fashion illustration by analyzing works on the basis of the above-mentioned theory. What are discussed in this paper can be summarized as follows First, this study examined the post-structuralism which supplies the theoretic basis for figuring out the principles of diversity and movable thinking. Second, this study examined the relationship between the open structure and movable individuality of Deleuze who is a representative scholar of post- structuralism. Third, this study analyzed the representative characteristics and aesthetic value to which the principles of post-structuralism, derived from the aesthetic theory of Deleuze, was applied.

• 한국과학예술포럼
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• 제30권
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• pp.217-230
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• 2017

The purpose of this study is to develop a theoretical model identifying how consumers accept a fashionable technology product. A systematic review of 39 influential TAM studies focusing on theory development in the context of information technology results in three tendencies, which become backbone of the model of fashionable technology acceptance. A subsequent review of the nature of fashion fleshes out the backbone with detailed propositions in the more specific context of fashionable technology. The model of fashionable technology acceptance includes key propositions of Theory of Reasoned Action, in which internal beliefs consist of functional, aesthetic and symbolic values, and other factors, such as technology features (i.e., hardware specification, software specification, brand, and price factors), environmental conditions (i.e., technical infrastructure and user occasion), individual differences (i.e., age, gender, experience, personality, aesthetic sense, fashion innovativeness, and income), and social influence (i.e., subjective norms, social reputation, and cultural difference). Implications, limitations, and suggestions for future research are also discussed.

• 한국의류학회지
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• 제47권6호
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• pp.1057-1079
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• 2023

This paper examines the use of semiotics for analyzing fashion advertisements in the fast fashion industry. While previous studies have explored the use of semiotics in various industries, the application of this theory in the fashion sector-especially regarding fast fashion's commercial videos related to sustainability-remains underexplored. The paper adopts Roland Barthes' Semiotics Theory to analyze the advertising videos related to the sustainability of major fast fashion brands such as H&M, MANGO, and ZARA. The research approach involved reviewing all commercial videos related to sustainability on these brands' official YouTube accounts and conducting comprehensive analyses of advertisements using the binary opposition analysis framework. The paper's findings indicate that these commercial videos serve as a platform to mold a brand's sustainability image and promote the notion that fast fashion brands are leading the charge toward sustainability, preparing for an unpredictable future, guiding people toward hope, and offering ultimate freedom. This research high-lights the necessity for a critical examination of advertising videos related to sustainability in the fast fashion industry to guarantee accountability and transparency.

• 복식
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• 제66권4호
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• pp.128-145
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• 2016

Unlike the past, when fashion brands adopted unilateral communication with their consumers, the brands today have recognized the importance of bi-lateral communication. This has led to the companies producing fashion films as a means to elicit a consensus in opinion between the brands and the consumers. Such fashion films should be understood as films using fashion that transcends time, and also as a type of fashion media. This study, which is based upon the understanding that fashion films are a part of strategic marketing for enhancing the value of brands, used domestic and international literature in order to define fashion films, and establish a theoretical basis for these films. Corroborative study was also conducted for the purpose of practical categorization. This study aims to investigate the characteristics of fashion films, and to suggest a new approach to the study of fashion films. The study adopted the research methodology used in Dudley Andrew's film theory in order to create a theoretical frame that can be used to categorize fashion films. The theory is of significance because it is the basis for the category of motion picture fashion film and media technology fashion film. The study on the categorization and the characteristics of fashion films based upon 6 sub-categories shows a consistent trend of fashion films. From the results, it can be inferred that the films contribute, in part, to the enhancement of brand value. Fashion films have shown rapid growth with the mixture of other media, and with the introduction of cutting-edge technology. Fashion films can be used as new marketing methods for the fashion brands in this digital age.

• 한국의류산업학회지
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• 제13권2호
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• pp.155-161
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• 2011

This thesis, concerning Femme Fatale Images Costume Form in paintings viewed from DeLong's Theory, analyzed frequency and traits on the basis of DeLong's Form Observation Theory and drew out the result as followings. First, Costume Form was mostly open, whole, planer integration, rounded, and indeterminate. The styles were similar each other. Second, surface structure was expressed by line & shape, color, texture, and pattern of which color had the highest priority. Next, line & shape and texture had the priority in order. They were expressed through intereaction. Third, the traits of Costume Form were a similar color harmony or large light and darkness contrast+soft quality+interaction by ambiguous line & shape. So, Femme Fatale Image in paintings was expressed by soft and pure images and erotic images.

• 한국의류학회지
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• 제47권6호
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• pp.1096-1112
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• 2023

Many entrepreneurs who launched online fashion shopping malls faced failure compared to those who achieved success. Recognizing the importance of research that reflects reality, this study explores entrepreneurs' experiences during the failure process of online fashion shopping malls. Two studies utilized YouTube videos documenting such online fashion shopping malls' failure. Study 1 employed text mining techniques, including high-frequency analysis and topic modeling, while Study 2 used a qualitative research method, specifically grounded theory. Study 1 identified the prominent experiences of operating online fashion shopping malls, while Study 2 provided a holistic perspective on the failure processes. The integrated findings from both studies highlight that entrepreneurs' passion for fashion motivates them to establish online fashion shopping malls, yet they encounter numerous challenges during the operational process. Insufficient business preparation and operational capabilities contribute to their failure to achieve financial goals. Despite efforts to boost sales and profit, entrepreneurs often close their businesses due to inadequate funds and waning motivation. The outcomes of this study can inform us about the operational challenges faced by online fashion shopping malls and offer valuable insights for developing new strategies to sustain and improve them.

• 복식문화연구
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• 제18권5호
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• pp.977-990
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• 2010

Today, as individuals show their social identities and reflect their being as the members of society with a culture, an art style and communication function are stood out in fashion photographs. Accordingly, the meanings of images into text are expanded in its interpretative width through the acceptor's various terms. This researcher looked into four theories of both positions on the textuality of language and image, and considered the point of discussion on image of each theory through modern fashion photographs. First, the theory which divides language and image as auditory and visual recognitions in the textuality of language and image is limited from the view it focuses on only one side without considering the ambivalent elements of each field. For the textuality in modern fashion photographs, the observer attempts to turn it into text to give meaning to it as the recognition through five senses conforming to the acceptor's condition. Second, the theory dividing language and image into the text of time properties and spacial properties has limitation in the text, for acceptor's experience of the object appears as the structured form in time and space rather than being defined as two things like time and space. Third, the theory classifying the language and image text into conventional taste and natural taste has limitation from the view that image text is hardly an object of consistent classification in ease of recognition by the code accepted in society. Thus, this can't be fundamental approach for the understanding of the text of decoding trend represented in modern fashion photographs. Fourth, accordingly, this researcher focussed on contextual and arbitrary text of fashion photographs through the theory of Nelson Goodman which discusses image text through the differences in textuality. Basic mechanism of perceiving and recognizing and distinguish image is closely related to habit and custom like language. So, each acceptor perceives the image as a text through arbitrary interpretation obtained by individual, empirical, historical, and educational viewpoints. The textuality of modern fashion photographs aims to widen the range of diverse knowledge and understanding, transcending the regulations of simple function of existing fashion photographs. Consequently, this researcher puts forward the opinion of consistent and diverse follow-up studies on instilling meaning into fashion photographs for the understanding de-regulatory and de-constructive through various senses by avoiding only one sense-dependent fixed and regulatory properties of it.

• 패션비즈니스
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• 제15권3호
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• pp.142-155
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• 2011

By developing attitude transfer model, this study examined the co-marketing alliance effect between fashion and other industries (i.e., service and product brands) based upon the information integration theory. In addition, it examined the product tangibility/intangibility effects of partner brands by controlling stimuli: two alliance cases of fashion and service brands and two alliance cases of fashion and product brands. A total of 1,037 Korean women aged 20 to 39 were surveyed to compare the prior- and post- attitudes toward fashion/partner brands under four fictitious co-marketing alliance cases. Confirmatory factor analysis (CFA), multi-group CFA, structural equation modeling (SEM) analysis, and multi-group SEM analysis were conducted to test the hypotheses. The results demonstrated that the prior-attitude toward fashion brand partially affected the alliance attitude, and the co-marketing alliance was affected by prior-attitudes partner brands. The result of multi-group SEM analysis supported the significant differences between service and product brands as alliance partners, which might refer to the effect of product tangibility, existing in brand alliance contexts. The alliance evaluation affected the subsequent evaluations on each participating brands. This study empirically provides the conceptual structure of how consumer attitudes toward the participating brands interact with the attitudes toward alliance and offer practical insights. Specifically, upon employing the manipulated co-marketing alliances cases, this study demonstrates the partnering effect according to product tangibility of partner brands.

• 한국의류산업학회지
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• 제22권6호
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• pp.727-738
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• 2020

This study focused on popular YouTube subculture content and male YouTuber characteristics. We conducted a case study on YouTube videos and viewer's comments of male YouTubers who interacted with subculture or fashion themes within YouTube. Based on Dick Hebdige's subculture theory, we categorized male subculture characteristics of style expression to show how YouTube plays a role in the formation of subculture. The representative types of male subculture were divided into metro sexual, adolescent boys, drag queen, and homosexual. YouTube simultaneously played a role in accumulating video viewing as well as indirect experiences in various communication activities and cultures among viewers. YouTube was used as a space for video producers as well as viewers and subscribers to discover and build identity. Subculture makes people aware of cultural diversity within society, and their doubles and lifestyles serve as important clues to track culture and fashion changes. This research is significant in the field of fashion media and subculture research due to its examination of male subculture phenomenon on YouTube based on an analysis of the video content of culture insiders and viewers' comments as well as immediate responses.