• Fashion & Textile Research Journal
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• v.16 no.1
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• pp.55-65
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• 2014

This study analyzes music visualization characteristics in modern fashion based on Wassily Kandinsky's music visualization theory. Alexander McQueen's 2014 Spring Ready-to-wear Collection (as inspired by Mondrian's paintings) was selected as the research subject. First, an analysis of Mondrian's paintings based on Wassily Kandinsky's theory shows that music visualization characteristics can be categorized into spatiality, mobility, and duality. Second, McQueen applied Mondrian's paintings to the overall design, structured the model's shape in the painting, or created patterns using colors and lines that introduced them in clothes; symbolic forms were also introduced as part of or a decorative factor of the clothes. Third, spatiality refers to the creation of a feeling of space through emptiness or fill using lines, colors, and shape. Musical atmosphere such as dissonance were expressed in clothing through the application of color contrast, lines and silhouette dynamics, and symbolic format and patterns by Mondrian. Fourth, mobility generally refers to motion caused by a certain stimulus. Mondrian expressed vibration, internal resonance, sound level in music that emphasized color irregularity, primary color contrast, and rough brush touches as well as free and organic patterns. McQueen expressed this with primary color contrast using different materials, rough touch based on texture, and pattern repetition through transformation. Fifth, duality generally refers to the artistic effect caused by overlap. Mondrian created a resemblance of dissonance and music through line and color as expressed through the duality of clothing design components based on the artistic sense of the designer.

• Journal of Global Scholars of Marketing Science
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• v.16 no.3
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• pp.39-60
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• 2006

The purpose of this study is to investigate the effect of two different characteristics of music(tempo) and advertising photograph(type) in a fashion store on consumers' emotional responses and approach behavior and to suggest competitive in-store atmospheric strategies. To test the conceptual model, this study used a video simulation method. Researchers selected a fashion casual wear retail store for young people and videotaped to provide realistic store settings. Two different levels of background music(fast, slow) and advertising photograph(sexy, cheerful) were inserted into the video clip generating four stimuli. Including a stimulus for the control group, 5 video clips were created. A total of 289 subjects answered the questionnaire after viewing a two-minute video clips. The results are as follows: First, advertising photograph in a store had a significant effect on consumers' in-store emotional state, whereas musical tempo did not. Second, the effect of in-store consumers' emotional state on behavioral reponses were investigated. Results showed that consumers' positive emotional state lead to consumers' approach behavior. The results of this study indicated that background music and advertising photograph in a fashion store affected consumers' in-store emotional state, and ultimately these affected consumers' positive approach behavior. Thus retailer should try to create a pleasant store environment using effective store atmospheric factors like background music and advertising photograph.