• Journal of Fashion Business
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• v.10 no.1
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• pp.94-105
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• 2006

Hair bleaching is a treatment process in which the melanic pigment is oxidized by hydrogen peroxide. With the increase of the number of treatments, $1{\sim}10$ levels of various colors develop, the hair luster diminishes, and the appearance becomes very rough. In this study, by changing the number of hair bleaching and bleaching conditions, the changes in the degree of hair damage and its process were observed through the use of scanning electron microscopy. The color changes were also compared through the use of spectrophotometer. In order to study the physical changes of the bleached hairs and to search for the optimum conditions to keep the hair damages minimum during bleaching, tensile properties were measured and reviewed. By increasing the number of hair bleaching and by the severe conditions, the scales became eroded and the protection layers were decreased, and the oxidation reached the inner sectors resulting in rough surface and fibrillation. The surface of the hairs became bright yellowish and transparent by the bleaching of melanic pigments or by the destruction of pigments. With the increase of bleaching degree, in terms of physical changes, the breaking strength decreased while the elongation increased a little.

• Journal of the Korea Fashion and Costume Design Association
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• v.7 no.2
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• pp.39-50
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• 2005

The purpose of this research was to investigate the impression dimension and to elucidate the image perception depending on the tone of the Korean jacket and Korean skirt using the tone-on-tone coloration. As stimulators, the became same color by making the skirt and jacket red, yellow, and green at the same time. After the skirt and jacket became four kinds of tones, vivid, light, dull, and dark by altering value and fuing chroma in the assembled color, these tone-on-tone coloration stimulators $48(3\times4\times4)$ were used for the investigation of this study. Impression factor of the stimulus consisted of the 5 different dimensions(youthfulness and activity, attractiveness, gracefulness, concentration of attention, tenderness). Among these factors, youthfulness and activity, attractiveness were proved to be more important. In the tone-on-tone coloration of a Korean skirt and a Korean jacket, each dimensional image was affected by the character of color, also the evaluation of countenance showed the meaningful difference depending on tone. Thus, we can comprehend that the influence of tone as well as color affects the evaluation of an image.

• Fashion & Textile Research Journal
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• v.13 no.2
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• pp.147-154
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• 2011

The purpose of this study was to investigate the clothing image according to coloration, tone, and interval of checked pattern in color contrast. The experimental materials developed for this study were a set of stimulus and response scales. The stimuli were 24 color pictures, in which coloration(RB: Red+Blue, YP: Yellow+Purple), tone(light, dull, dark), and interval(0.5 cm, 1.5 cm, 3.5 cm, 5.5 cm) were manipulated. The 7-point scale was used for evaluation of clothing image. Data were obtained from 240 female college students living in Seoul, Gwangju, Jinju, and Masan on May 2010. For data analysis, ANOVA and Duncan-test were used by using SPSS program. Results of this study were as follows.; Clothing image according to coloration, tone, and interval of checked pattern consisted of five dimensions of attractiveness, freshness, appeal, modesty, and activity. Coloration showed an independent effect on attractiveness and appeal. Tone showed an independent effect on freshness, appeal, and modesty. Interval showed an independent effect on freshness. Also, interaction effects of coloration and tone on appeal were found. Interaction effects of coloration and interval on modesty were found.

• Journal of the Korea Fashion and Costume Design Association
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• v.7 no.3
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• pp.129-144
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• 2005

The purpose of this research was to find out the effect of hair-style(straight and wave), hair-length(short, medium and iong), and type of hat design(no-hat, beret, cloche, bowler and capeline) on the impressions of hat's wearer . The experimental materials developed for this study were a set of stimulus and response scales(7-point scale semantic). Thirty stimuli color pictures of various combination of hair length, hair style, and type of hat design were manipulated by computer drawing. The subjects were 360 undergraduate students in Seoul, Kyunggi and Kyungnam. The result of this study can be summarized as follows; Impression factor of the stimulus consisted of the 5 different dimensions (attractiveness, gracefulness, brightness, visibilty, cuteness). Each impression of type of hat design, along with hair-style, hair-length had significant effects on gracefulness, visibilty and cuteness. Each impression of hair-style, hair-length, along with type of hat design had significant effects on gracefulness, brightness, visibilty and cuteness. Thus type of hat design, hair-style and hair-length have a significant influence on the impression evaluation of hat's wearer.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.2
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• pp.371-391
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• 2023

This study examines the impact of live commerce characteristics on customer responses in the ELM perspective. Based on ELM, the central route is composed of information completeness, accuracy, and currency, and the peripheral route is composed of streamer credibility, streamer reputation, social presence, and system quality. An online survey of female customers aged 20 to 49 who have purchased beauty products through live commerce within the past three months was conducted. The results demonstrate that information completeness and information currency exert significant impact on perceived usefulness and enjoyment. Social presence and system quality also exert significant impact on perceived usefulness and enjoyment. Moreover, perceived usefulness and enjoyment had significant impact on behavioral intention. The effect of information completeness on perceived usefulness and enjoyment was much stronger for high product involvement groups. Furthermore, the effect of streamer reputation on perceived enjoyment was much stronger for high product involvement groups. In contrast, the effect of social presence on perceived usefulness and enjoyment was much stronger for low product involvement groups. This study suggests theoretical implications for applying ELM to live commerce and practical implications for differentiated live commerce marketing strategies.

• Journal of the Korea Fashion and Costume Design Association
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• v.6 no.2
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• pp.35-47
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• 2004

Hair style is an expression of beauty for individuals and at the same time a clear social representation. It may be regarded as a means of knowing social recognition about social values and groups of the moment. The hair style clearly discriminated so-called the new woman, emerged during Chosun's modernization, and the old woman. Thus the purpose of this study is to examine changes in social recognition about the behavioral style of the new woman by relating them with women' s movements and with changes in female education policies. Results of the study can be described as follows. First, the new women in the 1920s were evaluated positive as those who were leading struggles against Japan and enlightenment campaigns. But between the 1920s and the 1930s, those women were thought to be negative in that they were appearance-oriented, extravagant and sticking themselves to reality. Second, how a variety of social figures recognized short-hair was determined here through reviewing the mass media of the 1920s. At that time, some men were positive about short-hair like feminists while others denied the convenience of the hair style in life and were negative about the new women's individualism and pursuance of luxurious appearance. Third, there were both positive and negative social recognitions about short-hair in the 1930s. which were supported by the mass media of that time.

• Fashion & Textile Research Journal
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• v.10 no.1
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• pp.68-75
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• 2008

Demands and attempts to express Korean traditional beauty are increasing. Some schools choose the uniform in designs expressing the image of Hanbok, but recently there is a few increment of wearing the uniforms. For the improvement of the uniforms, first of all, the shape and the clothing materials of the uniforms should be considered. We have compared and analyzed the shape and the clothing materials of the uniforms reflecting the image of Hanbok, according to seasons and clothing items. The uniforms reflecting the image of Hanbok were worn in eight schools and all of them are Saenghwal Hanbok style. The shape of Saenghwal Hanbok school uniforms showed both Korean style and western style characteristics. Korean style characteristics were expressed through the appearance-related parts while western style characteristics showed through the performance-related parts such as open/closure method, armhole pattern and straight sleeve line. It was shown that girls' uniforms are more diverse and similar to the western style uniforms than boys' uniforms. It was found that most of the clothing material were synthetic fiber or mixture of natural/synthetic fiber, and polyester was shown to be used most.

• Journal of the Korean Society of Costume
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• v.21
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• pp.5-18
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• 1993

The purpose of this study is to identify the architectural construction of Balenciaga's works. He was perfectionist in tailoring which was based on architectural thought, and couturier who could design, cut, sew and fit a whole gar-ment. Balenciaga has never followed any fashion trend but his own. He designed from within himself, according to his own sensitivity to fashion. Like Chanel, he mad clothes in which women can be comfortable, move in, and get on and off with a minimum of effort. He ap-plied radical shapes to flattering ends, for his clothes echoed movements and gestures, never determined them. He achieved the perfect harmony between the body and the garment, freeing the spirit of the woman within. Reflec-tion his respect for women, Balenciaga never contorted or restriced their bodies. He did not depend on hoops and petticoats to hold out the skirts of his evening dresses but on well-balanced, architectural construction. Therefore in order to identify the architec-tural consturuction, this study hypothesizes (1) the effect of mass and volume, (2) the ef-fect of weight and support, (3) the effect of complexity and simplicity, (4) the effect of line and rhythm etc. The architectural beauty of form in Balenciaga's works are especially based on simplicity and support.

• Journal of Fashion Business
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• v.23 no.6
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• pp.49-63
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• 2019

The purpose of this study was to determine the satisfaction, trust and word-of-mouth intention of online information according to the type of information search by female cosmetics consumers in their 20's to 40's. For this study, online and offline surveys were conducted by 307 people. Factor, correlation, and multiple regression analysis were used to analyze the data. The main results are summarized as follows. First, the cosmetic consumer's information search types were identified as active, playful, and economic information search types. Second, the results of examinations on the effect of consumer information search types on satisfaction, reliability, and word-of-mouth intention of the online information searches showed that the active information search type had a positive effect on satisfaction, reliability, and word-of-mouth intention. The economic information search type had a positive effect on satisfaction. The active information search type was confirmed to have high satisfaction, reliability, and word-of-mouth intention for the provided information and thus, the acceptance of the provided information was high. The playful information search type was divided into continuous, habitual, and independent information search and a tendency to assign a low value to consumer information was confirmed. The economic information search type showed high satisfaction with the information obtained by searching, but also a passive attitude toward trust or word-of-mouth intention and was categorized as a passive search type. Online information search is a communication channel with a great influence that can provide various benefits to cosmetic consumers.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.2
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• pp.35-46
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• 2011

The purpose of this study was to investigate the effect of mass media on women's clothing image, make-up image, and hair image. The subjects of the study were 306 women who lived in Gyeongnam area. Data were collected during June in 2009. Statistical analysis used in this study were frequency, F-test, t-test, Duncan test, factor analysis, Cronbach's ${\alpha}$, correlation coefficient, and multiple regression. The results of this study were as follows. The mass media according to the demographic characteristic of women showed significant difference. Three factors of clothing image were titled as elegance, youth, and visibility. Three factors of make-up image were titled as modern, romanticism, and mediocrity. Four factors of hair image were titled as attraction, individuality, gentleness, and cuteness. The mass media resulted in correlation with the clothing image, make-up image, and hair image. The mass media had a influence on the clothing image, make-up image, and hair image. The study results are highly expected to be used as useful sources in one's image formation and a marketing plan.