• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.1
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• pp.172-191
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• 2024

This study investigated how the visual and verbal presentation format of haptic information on apparel products in online stores affects consumers' imagery information processing. This includes the quantity and vividness of mental imagery, the ease of evoking mental imagery, and the evocation of imagination imagery. Additionally, the study explored consumer satisfaction with the information and online store. The study also tested a conceptual model to examine the effects of three imagery types on imagination imagery (as elaborated imagery) and how this imagination imagery affects consumer satisfaction. Employing a 2 × 3 × 2 between-subjects factorial design, twelve one-page websites were created for the experiment. 528 women in their 20s and 30s were randomly assigned to one of the 12 treatment conditions and answered the questionnaire. The results demonstrated significant differences in the three types of mental imagery, consumers' evocation of imagination imagery, and their satisfaction with information and online stores based on presentation format. The SEM analysis revealed that the quantity and vividness of mental imagery influenced the evocation of imagination imagery, affecting consumers' satisfaction with the information. These findings suggest that online retailers must provide close-up pictures or descriptive text of apparel products to elicit positive consumer responses.

• Journal of Fashion Business
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• v.7 no.6
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• pp.67-75
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• 2003

In fashion history, the color "green" has been used from ancient to modern times constantly. Especially nowadays, the worth of green in fashion is becoming bigger than ever before to express the longing for pure nature. The purpose of this study is to define green's imageries in western costume history. For the basic about green, first of all, this study researched green of origin, effect and costumes in western history, then classified green's imageries. Green's imageries expressed in western costumes can be divided mainly into a 'nature imagery' and a 'religious divinity imagery'. Nature imagery was extended again into 'youth, devil, citizen and ecology image'. Youth image came from the luxurious feature of nature and it was extended again into 'innocent love, virgin and immaturity'. Religious divinity imagery has been represented in the ancient Egypt, Islam and Christian religion. In those cultures, green was considered as a sacred color of Osiris, Mahomet and Holy spirit.

• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.6
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• pp.1081-1095
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• 2024

This study explores the imagery of fashion images, drawing from French imaginary research. French anthropologist Gilbert Durand's "anthropological structure of the imaginary" and sociologist Frédéric Monneyron's fashion image theory lay the foundation for a fashion image hermeneutic that emphasizes the connection between imagination and image expression. This study, through extensive literature research and a review of case studies from 1960 to 1999, ultimately creates a table of isotope taxonomy of imaginary fashion. This table is a professional tool that analyzes the symbolic expressions and meanings contained in fashion images to reveal deep social meaning. As a result, it was found that the fashion images of the times have a certain regularity within the same structure as the form of the system, reflecting both the fashion and social aspects. In addition, fashion images can be interpreted methodologically, which enables us to categorize visible expressions in fashion and explore the concept of imagination. Furthermore, beyond the simple aesthetic appeal of fashion images, they not only provide deep insight into our complex inner world and society but also allow us to explore the influence of fashion images that reflect social change.

• The Korean Fashion and Textile Research Journal
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• v.16 no.3
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• pp.354-365
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• 2014

This study investigates the positioning of emotional language imagesin popular music genres for developing textile print design ideas. Auditory and synaesthetic imagery were employed to deduct emotional language imageries from popular music genres and analyze differences in emotional language imageries according to popular music genres. Six genres of popular music were selected as stimulus and a survey was conducted to analyze emotional language imagery differences and similarities depending on popular music genres. The results of this study were: The results of the factor analysis and the reliability test on emotional language imagery showed factorial structures that include Lyrical-Feminine, Intense-Masculine, Euphoric-Active, Gloomy-Melancholy, Abstruse-Sophisticated, and Addictive-Continuous. The results of the mean scores of emotional language imagery of each popular music genre showed that respondents tended to perceive that ballad and new age music are similar and hip-hop & rap, dance, and metal-rock are similar. Based on the multidimensional scaling analysis, new age positioned Lyrical-Feminine, metal-rock positioned Intense-Masculine, dance music positioned Euphoric-Active, and ballad positioned Gloomy-Melancholy. This study provides elementary resources to inspire innovative textile prints designed through different characteristics of emotional language imagery according to each popular music genre.

• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.5
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• pp.866-882
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• 2024

Regarding the evolving technological landscapes and the integration of fashion imagery into virtual spaces, like the metaverse, this research navigated the transformative dimensions of body expression in contemporary fashion. It is rooted in a posthuman framework, interpreting the novel forms of representation emerging in this dynamic technology-fashion intersection. A comprehensive exploration of posthumanism, transhumanism, and posthuman perspectives preceded the image analysis to elucidate shifting paradigms in portraying the human form within artworks. The analysis of posthuman expressions in fashion imagery unveiled a rejection of hierarchical viewpoints within the human species, challenged gender norms, and embraced diverse body representations. Four distinctive classifications emerged: "Incapacitating of Male Power from Gaze," "Revealing Fearlessly," "Fashioning Non-human Beings," and "Techno-morphism of Body." These categories emphasized transcending conventional beauty standards, highlighting inclusivity by embracing diverse body representations and technologically integrated expressions in fashion. This study addressed the need for more comprehensive ones on evolving posthuman classifications in fashion imagery. The identified trends offered valuable insights for image creators and scholars, encouraging deeper exploration of expressive intentions and perspectives.

• Journal of the Korea Fashion and Costume Design Association
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• v.26 no.2
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• pp.115-127
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• 2024

This study was initiated by focusing on the characteristics of 3D virtual clothing utilized by fashion brands aiming for sustainability. The purpose of this study is to analyze the characteristics of fashion brands that utilize 3D virtual imagery to mitigate environmental pollution caused by the fashion industry from the perspective of green design. The research methodology draws on green design literature and analyzes three hypothetical cases. These include experiential immersive design, design that rewards engagement, and design that delivers economic benefits that were utilized by fashion brands from 2019 to 2023. The findings and conclusions are as follow. First, the for the commercialization of virtual clothing, offline stores are reproduced in the digital world to provide an immersive shopping experience, similar to reality. These promote fashion products in a virtual space without the constraints of space and time, and creates profits and sustainable value. Second, virtual clothing promotes playfulness. Games and events utilize branded virtual worlds and characters to attract users. Rewards are given for achieving goals, and it is a practice of green marketing that uses virtual items to express products and minimize resource waste. Third, virtual clothing is affordable and can reduce the financial burden on consumers by digitally reproducing expensive products as physical brand collections at an acceptable price point. This reduces environmental pollution, saves physical resources, and increases the utilization of virtual clothing by providing a convenient way to purchase. This study is a basic study that examines the current status and characteristics of fashion brands' use of 3D virtual imagery from the perspective of green design based on literature and case analysis, and follow-up studies are expected on empirical virtual imagery activation measures through interviews or surveys with users for each case.

• Journal of the Korean Society of Costume
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• v.24
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• pp.177-192
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• 1995

The purpos대 f this research was to figure out clothing imagery underlying Shakepeare's King Lear and transfer it into actual stage costume. Three steps were taken in order to achieve the purpose . The first step exemined theoretical background of the Shakepeare's imagery. The second step reviewed a wide spectum of stage costume used in the last four centuries. The final step was to design and produced actual stage costume focusing on Lear, while considering clothing imagery drawn from the previous steps. King Lear contained rich clothing imagery which could contrast the relationship between material and spirit. In particular, it shed light on the contrast between Lear's divesting and Edgar's wearing and denoted that wearing and divesting processes were closely related to spiritual and status changes. A review of stage costume used for four centuries was prepared in order to understand how clothing imagery was applied in producing stage costume. It was found that their stage costume was reflecting clothing imagery captured from the analysis of king Lear. On the basis of this review, this research presented Lear's stage costume which applied clothing imagery drawn from King Lear. In producing stage costume , actual stage costume used Elizabethan fashion as its basic color and pattern. It also utilized modern clothing production techniques and ornaments acceptable in these days. As Lear was depicted as a character who underwent spiritual and status changes in the process of divesting , his costume was produced in line with this clothing imagery (i.e., divesting). The long journey of reviewing and analyzing King Lear from a stand point of clothing reassured us, on the one hand, the importance of stage costume. On the other hand, it established the groundwork for developing the methodology of fashion design by applying clothing imagery drawn from literature to design and production of stage costume.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.2
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• pp.252-261
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• 2004

In this complex marketing world, marketers find themselves having to grapple with difficult issues about branding and their brand management. In many cases, a deeper understanding of how consumers feel, think, and act could provide valuable guidance to address these brand-management challenges. The objective of this study is to conceptualize and test the framework of building fashion brand equity, utilizing Keller＇s CBBE Model as a theoretical framework and Kim and Lim＇s (2002) scale as a measurement model of fashion brand equity. We conducted a survey toward 696 university students using Kim and Lim＇s fashion brand equity scale. To test the hypothesized building paths of fashion brand equity, statistical analyses were performed with AMOS 4.1 program using confirmatory factor analysis and structural equation model. The results of this study were as follows. First, fashion brand equity was defined in terms of six components; customer-brand resonance, customer feeling, customer judgment, brand imagery. brand performance and brand awareness. Fashion brand equity was multi-dimensional brand attitude, which could be measured by 16 items. Consequently, Kim and Lim＇s scale acquired a statistical validity. Second, the proposed conceptual framework of this study was partially significant. We can provide an effectiveness of Keller＇s CBBE model to conceptualize the building process of fashion brand equity. Third, it was different between two brands to build fashion brand equity.

• The Research Journal of the Costume Culture
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• v.10 no.6
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• pp.680-696
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• 2002

The aim of this study was to identify the components of customer-based fashion brand equity which was built from customers´perception to equity. As a method, both literature review and empirical research were made. This study performed in three stages from May to November in 2001. In the exploratory step. focus-group interview was conducted 5 times for gathering responses related to fashion brand equity, and free association test of 17 respondents was additionally conducted. In pilot study, 40 university students were surveyed and the data were analyzed in order to identify the components of fashion brand equity and to develop questionnaire. In the main research, 905 university students evaluated fashion brand equity in order to analyze the components of fashion brand equity in customers´perception. Statistical analyses were performed with SAS program using factor analysis, cronbach´α, frequency, and mean. The results of this study was as fellows. First, fashion brand equity was defined in terms of four components; customer-brand resonance, brand imagery/customer feeling, brand performance/customer judgment and brand awareness. Second, fashion brand equity was multi-dimensional brand attitude, which could be measured by 29 variables that were different from uni-dimensional evaluation of previous studies.

• Journal of the Korean Society of Costume
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• v.53 no.7
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• pp.125-137
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• 2003

This study is to explore the Post-modern fashion image appeared in the costumes of the movie $\ulcorner$Matrix2-Reloaded$\lrcorner$, which is believed to adapt successfully the Postmodernism ideas on screen. From this study, we can find that the movie costumes express certain formative characteristics considerably affected by the contemporary fashion trends such as Minimalism, Formalism, Futurism, Ethno-eclecticism, Asexualism. These are mostly common tendencies aroused in the complex and pluralistic circumstances of Postmodernism where many diverse values are equally regarded. Finally, the 5 trends lead to represent the following symbolic meanings with entanglement in multiplex ways, that is Virtual Reality, Mechanic Artificiality, Human Dignity, Mysticism, Multi-Culturism, and Nonsexuality to create a strong unified imagery and style in that Post-modern movie.