• Journal of Fashion Business
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• v.24 no.1
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• pp.60-74
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• 2020

A Podaegi is a square cloth used to carry a baby. Podaegi was an essential necessity for raising baby. However currently Koreans prefer baby-carriers, baby hip-seats, and equipments other than Podaegi. Recently, Podaegi is becoming popular around the world. Therefore, it is necessary to study Podaegi to inform Korea's traditional parenting culture product. In this research, 230 images of Podaegi were collected from paintings, photographs, postcards, films and artifacts from the late 18th century to 2000. The period of study was divided into three phases from the late Joseon Dynasty to before the opening of the port, from the opening of the port to before the liberation, and from the liberation to 2000. Types of Podaegi were categorized according to its shape and how to use. Transition process of Podaegi was examined. Podaegis were categorized into band type, blanket type, combination type, cheone type, modern type, and so on. From the late Joseon Dynasty to before the pre-openings, band type was used. From the opening of the port to liberation, all types of Podaegi appeared. Since the liberation, the use of band and blanket type has gradually decreased. Modern types have been the most popular since the 1960s. Materials of Podaegi became varied and Podaegi became a fashion-item. Later, modern Podaegi became the representative form of Korean traditional Podaegi.

• International Journal of Costume and Fashion
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• v.11 no.2
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• pp.13-24
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• 2011

This study explores the opportunities for new market of traditional Korean costumes, Hanbok, following not only the consumer's needs and wants, but marketing trends of fashion industry. This paper is the exploratory consumer research of fusion Hanbok, it aims at examining how consumers wear fusion Hanbok. Study participants were limited to mothers who wore Korean-fusion Hanbok to their baby's first birthday party once or more. A total of 221 respondents completed online questionnaires. The results of this study are as follows. First, regarding the reasons of wearing fusion Hanbok is a beautiful and traditional dress although traditional Hanbok is uncomfortable and inconvenient. Second, the most satisfactory aspect of fusion Hanbok was found to be its design. Satisfaction with the color, size and length was also high. Third, most female consumers in their 20s and 30s have stronger preferences for and intentions of purchasing fusion Hanbok. Some people criticize that as fusion Hanbok is westernized in its designs and materials, it has lost the classical beauty and impression of traditional Hanbok. However, if no one routinely wears Hanbok, Hanbok will never be popularized or globalized. This study suggest that traditional Hanbok should be improved by developing effective merchandising strategies based on consumer needs for traditional Hanbok such as various product assortment and promotion strategies using traditional Korean beauty. So, traditional Hanbok could be retained and succeeded in the future by improving consumers' dissatisfactions of traditional Hanbok and creating the new market of traditional Hanbok in which fusion Hanbok are produced focused on consumers' needs and market environments.