• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.8
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• pp.1319-1330
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• 2010

This study examines the underwear purchase behaviors of female consumers based on fashion leadership. Data research was conducted on 348 females in their 20s and 30s located in the city of Seoul & the surrounding Gyeonggi provincial area. The SPSS 17.0 software program was used to conduct data analyses such as descriptive statistics, frequency analysis, factor analysis, cluster analysis, ANOVA, and Scheffe's test as a post-hoc analysis. The results of this study are as follow. 1. Fashion leadership was identified with four factors; fashion opinion leadership, fashion innovation, confidence of fashion, and potential fashion leadership. Customers were segmented into the following three subdivisions: fashion leaders, fashion followers, and fashion laggards. 2. The factors derived from the factor analysis of underwear purchase motive included pursuit of fashion, economic, and fashion coordination. Fashion leaders highly regarded the pursuit of fashion & fashion coordination, but fashion laggards regarded economics highly. 3. The factors derived from the factor analysis of selection criteria included design attributes, brand attributes, functionality of clothes, and practicality. Fashion leaders regarded the attributes of design and brands highly; fashion followers regarded design attributes highly. 4. The factors derived from the factor analysis of underwear attitude included fashion/shopping orientation, fashion coordination orientation, and wear sensation/modesty orientation. Fashion leaders regarded fashion, shopping, design, and fashion coordination orientation highly relative to fashion followers and fashion laggards. 5. Fashion leadership showed significant differences in purchase motives, selection criteria, and underwear attitude.

• Korean Journal of Human Ecology
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• v.12 no.5
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• pp.737-746
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• 2003

This research was designed to investigate the preference for underwear and textiles of college students according to season. One hundred and nine subjects majoring in fashion design were surveyed about the most favorite materials among underwear textiles according to each season. The extent of preference was compared by season. The results of this study were as follows: 1. The most important purpose of wearing underwear was the hygienic performance in summer and the insulation in winter. 2. The most favorite textile of underwear was cotton regardless of season and the most favorite type of underwear was fashionable underwear in summer and insulating underwear in winter. 3. The most preferred material underwear was white jacquard knitted with cotton 30's yarn for summer and white and gray melange plain knit made with cotton and polyester blended 38's syro-spunned yarn for winter. 4. From the results about the factors influencing on the preference for the textiles of underwear, color, touch and cool sensation were the positive factor in summer, while insulation and pattern were comparatively affirmative factor in winter. 5. From the results about the sensibility factors influencing on the preference for the textiles of underwear, 'comfort', 'refined', 'naive' were the positive factor in summer, while 'comfort', 'naive', 'refined' were comparatively affirmative factor in winter. From the above results, hygienic and fashionable underwear is required in summer and thin and insulating underwear in winter for young people. Additionally, in textiles, cotton and cotton blended, comparatively light and simple patterned material is recommended for underwear.

• Journal of the Korea Fashion and Costume Design Association
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• v.12 no.4
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• pp.15-28
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• 2010

This study was intended to present basic materials for the direction of product planning and marketing strategy to increase the market share of men's underwear. For this purpose, it attempted to classify the groups according to the benefit of pursuing men's underwear and analyze the differences in purchase behavior among the segmented groups. The specific purposes of the study were to investigate the purchase behavior of men's underwear, to segment the consumers into groups according to underwear benefits sought, to investigate the differences in purchase behavior among the groups, and to investigate the differences in demographics among the groups. The questionnaire was distributed to men aged the 20s to the 40s living in Seoul. A total of 297 questionnaires were used for the final analysis. As a result, the following findings were obtained. It was found that 84.8% of the respondents showed there was no favorite underwear brand. They showed the favorite color of translucent color, the favorite style of trunk and brief, the favorite post-processing of silver nano, deo processing, and the favorite material of charcoal. In purchasing men's underwear, the respondents showed a preference for simple image, and the discount store as the place of purchase. The results also showed that there were four groups of underwear benefits sought: sex appeal/individuality, comfort, practicality, and fashion/brand groups. In regard to the group differences, there were significant differences in underwear purchase motives, underwear preferences, store selection criteria, and demographics.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.1
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• pp.29-40
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• 1998

This study is to develope positioning strategy of fashion underwear market through the perceptual map which can analyze the psychological positioning of the existing fashion underwear brand. A positive study has been made on 176 women in their teens and twenties who live in the Seoul area through questionaire. The collected data was analyzed with Multidimensional Scaling Method, Conjoint Analysis and Cluster Analysis and so on. The results of analyzing the competitive relationships for attributes and the ideal points are as follows: The consumers groups are divided into three market segments on the basis of the ideal points about fashion underwear attributes. $\ulcorner$calvin Klein$\lrcorner$ evaluated excellent in design and color, brand and function attributes, and also appealed well to the segment market 2. $\ulcorner$calvin Klein$\lrcorner$ has good positioning at the fashion underwear market, and as well as the possibility of growth. $\ulcorner$Body Guard$\lrcorner$ appealed well in segment market 1 which highly valued the material and price attributes and $\ulcorner$Body Guard$\lrcorner$ competes with $\ulcorner$Benetton Undercolor$\lrcorner$ in this market. $\ulcorner$Hunt Innerwear$\lrcorner$ has possibilitiy to be appealed in segment market 3. Finally, it is necessary for each fashion underwear company to analyze and develope the segment market 3. Each company has to develope the brand that can appeal in the segment market 3 in which function was highly valued, and has better to make strategies that develope more functional products like sports underwear, bodysuit and bodywear and so on.

• Fashion & Textile Research Journal
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• v.11 no.4
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• pp.574-582
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• 2009

The purpose of this study was to investigate the clothing pursuit benefits of female consumers in twenties, and explain the differences in underwear purchase behaviors among them. For data collection, research questionnaires were responded by 232 female consumers living in Busan. The collected data were analyzed by the frequency factor analysis using SPSS 12.0 for Windows, the factor analysis using Varimax, reliability analysis, cluster analysis, ANOVA, Duncan test, and ${\chi}^2$-test. The results of this study were as follows: First, consumers' clothing pursuit benefit was drawn from six factors: Self-esteem, Individuality, Fashion, Brand, Practicality, and Price pursuit. The results of the factor analysis of clothing benefit were divided into four groups: Brand pursuit group, Fashion pursuit group, Self-esteem pursuit group, and Individuality/rationality pursuit group. Second, the results of analysing underwear purchase behaviors among clothing pursuit benefit groups showed significant differences in purchase motive, source of information, evaluation criteria, and purchase practices. The underwear purchase motives were significantly different in diversity purchase factor between the groups; sources of information used for underwear purchase were significantly different in the window display factor. The underwear evaluation criteria were significantly different among the groups in decoration and practicality factors, while purchase practices were significantly different among the groups only in underwear purchasing places.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.2
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• pp.272-283
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• 1999

Fetishism originated from the cultural and social products is related to many aspects of arts and sciences ; postmodernism psychoanalysis and subculture of pornography. Fetishism was reflected on fashion and now has been one of hot issues in high fashion, Waist was one of the erotic zone of body both in man and woman and sadomasockhistic fetishism was originated from physical damages on this zone. The aim of this experiment was to study what kind of fetishism was revealed on fashion especially in women and men's underwear fetish. In conclusion fetishism which has a long history and now been a one of popular high fashions in Western society is still unfamiliar to Korean fashion society. Researches of fetishism including deviant sex was still restricted in Korean society due to "Confuncianism" which has been a ruling philosophies in Korean culture. However the sex moral in modern Korean society is now being generous year by year and sex is no more a toboo to talk with. Fashion fashion will increase its market share in near future in Korea and 력\ulcorner studies of fetishism is needed.

• The International Journal of Costume Culture
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• v.12 no.1
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• pp.1-12
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• 2009

As foundation wear, underwear is the starting point where a woman shapes her figure and constructs a female identity. In the late twentieth century, the use of underwear as outerwear was extensively adapted, so underwear as outerwear is the latest thing today. Based on literature review, this study aimed to examine how underwear was adopted for use as outerwear extensively in the late twentieth century. The result of this study can be summarized as follows. First, originally there was no border between underwear and outerwear at the start. With the change of female social and political status, the function of underwear and its design has been changed diversely. Also, its revealing and decoration has been linked with female sexual attraction. Second, by some precursor fashion designers such as Vivienne Westwood and Jean Paul Gaultier, underwear was redefined as outerwear with erotic but powerful meaning in the Twentieth century. Their idea had an enormous influence on contemporary fashion culture, and consequently has become popularized like lingerie look today. Third, the change of female social status led a big change in view on the female sexuality and the ideas of femininity in fashion culture in the Twentieth century. Dressed by Gaultier, Madonna's performance wearing corset costume played a role in redefining contemporary femininity in relation to sexuality and power, even though it is still under the controversy.

• Fashion & Textile Research Journal
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• v.11 no.1
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• pp.147-155
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• 2009

This study has been made to examine the basic information, the preferences of material quality, and the demand performance of clothing for underwear materials between atopic patients and non-patients. The measurement tool was a questionnaire. For statistical analysis of data, crosstabs, ${\chi}^2$-test, t-test and ANOVA through SPSS for Windows(version 14.0) were used. The results obtained are as follows. The degree of the basic knowledge about clothing materials indicated that women was higher than men. The material decision method and the most considering part in case of selecting underwear products showed difference between men and women. The preference factors for underwear material quality were drawn with the five factors of sense of weight/pliability, lustering/see-through, tactility, and sense of cold and warmth. The preferred underwear material showed difference according to gender, existence and nonexistence of atopic determatitis, and degree of strength of skin itching caused by clothing materials. The demand performances of clothing in case of selecting underwear were drawn with the four factors of hygiene/practicality, skin protection, quality of materials, and aesthetic attribute. The demand performance of underwear showed difference according to gender, existence and nonexistence of atopic determatitis, degree of strength of skin itching caused by clothing materials.

• Journal of the Korean Society of Costume
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• v.35
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• pp.325-341
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• 1997

One of the noticeable trends of female wear in 1990s is the Outwearization of Underwear as it is called 'Lingerie look' This trend meaned 'Exposure Fashion' raised splendidly its head to the whole stage of fashion destrying the tradional concept having divided the fashion between outwear and underwear by Madonna an Americal populer singer showed up in front of the audience wearing the corset-dress as a stage custome. This corset-dress which can not be recognised whether it is underwear or outwear has been diffused into the mass as a fashionable trend re-gardless of any reason; therefore discrimi-nation of wear by space by far that is underwear should have the sstandard telling between private and public sector has been gradually tumbled. By the way what has propelled desigers to introduce the style continuously having the underwear motive such as outwear almost as same as underwear or underwear worn on out-wear etc. and has made it a fashion trends? How do we accept this "Ligerie look'fashion" The rearch on vogue of outwearization of underwear started by the questions above can be summarized as the followings The division between the sprit and the ma-terial-economic shrinkage by the collapse of the bubble economy in the late of 20 century and expectation for the next century doubt by changes of international politics dynamics for the next century and increasement of psycho-logical tention by the environmental destruc-tion etc, has been extended to break the sense of value down These frustration of the tra-ditional values and dissatisfaction on the pres-ent have reflected on the fashion pursuing some more sensational style to increase the ex-posure of the body. The revolution of wearing bouncing the con-servatismhas outwardly expressed underwear of the private sector. Therefore the spatial concept of wear which for the public sec-tor has been fallen into pieces and has broken the wall of the concept fixed by outwear on underwear. in addition the stage costome for the popular people like Madonna has not been limited by the specularity any more and has been assimilated with the normal wear on the street to take the distinction for away. The circumstances of the late of 20 century pursuing sensation and making sex commer-cialized have accordance with the outweari-zation of underwear. there it is on the basis of Minimalist's dogmatism has been expressed the maximization of expoure in the pubric space to popularize bra pants(knickers) as outwear. The reaction on the attribute of hiding and shanding has brought 'See-Through fashion' with the transparent materials, The contemporary doubt recalling the mem-ory of the past has sublimated corset which was an instument of toture for women into Romanticism to introduce it to fashion with the development of a new material not to be a tool of any oppression and maltretment any longer. The popularization of outwear like underwear what's more has brought high quality of underwear. There it has called for the variety of materials such as knit demin and velvet etc, and has urged the famous designers to enlarge their working boundaries to underwear designs, Besides outwearization of underwear has been popular even in the Orient which has the con-servative opinions on exposure ; so changes of the thoughts can be seen among the establish-ment generation on exposure of the body. As the more high tech information publi-cized and the more technology and media digitalized the more expression being analog the pursue for the new in fashion with vision never been seen and even though it is imprac-tical the experimental designers have drived the freedom beyond the traditional roles of the previous century. Consequently outwearization of underwear may be viewd as a trial as an expression responded the contemporary background. This trend in my opinion will have been lasted for a while by being proliperlated among lasted for a while by being proliperlated among the pub-lic who has the century-end anxiety and doubt and expectation for the next century.

• Fashion & Textile Research Journal
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• v.9 no.1
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• pp.65-71
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• 2007

This research is to explore relationship between the underwear shopping value and purchasing behaviors, as well as to figure out how the underwear store VM information has influence on consumers' purchase behaviors. Focus is placed on subdividing consumers into different groups according to underwear shopping value, and then verify whether VM information influences the consumer groups differently or not. This study, based on systematic understanding of an underwear consumption, will provide strategic suggestion to establish effective VM information of the underwear brand. The results of this study show that VM information is being utilized by the important clue when the consumers go shopping underwear. That's why the underwear brands should concentrate on developing VM by causing an interest and purchasing of consumers through corresponding with store's individuality and image. Also, the manner of performance should be related to brand image and theme reflected consumer's life style.