• 식품보건융합연구
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• 제9권3호
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• pp.11-17
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• 2023

This study aims to investigate the effect of the selection attribute of Newtro (New + Retro) product marketing, which is a recent topic in the food industry, on consumer satisfaction. Newtro marketing, also known as Newtro-style marketing, is a marketing strategy that emerged in South Korea, particularly in the food industry. Newtro marketing aims to appeal to consumers' nostalgia for the past while incorporating contemporary elements. As a research method, a survey was conducted on the importance of selection attributes and repurchase intention of Newtro food for consumer groups of various age groups ranging from teenagers to those in their 40s or older. To analyze the demographic content of the sample, frequency analysis of the SPSS statistical package was performed, and structural equation modeling was performed using the AMOS program for confirmatory factor analysis and discriminant validity analysis. The analysis results are as follows. First, Package Design, Perceived Healthiness, and Emotional Taste, optional attributes of Newtro marketing, significantly affected satisfaction. Second, satisfaction was found to have a statistically significant effect on repurchase intention. However, Functional Flavor did not statistically affect satisfaction. This study empirically analyzed the importance of consumers' selection attributes for the recently popular food Newtro marketing and suggested implications.

• 한국콘텐츠학회논문지
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• 제22권4호
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• pp.47-57
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• 2022

과거의 익숙함을 활용한 뉴트로가 미디어 콘텐츠 장르의 하나로 최근 큰 인기를 끌고 있다. 뉴트로 콘텐츠는 복고에서 머무는 것이 아니라 현재 시대 상황에 맞게 변용하여 새로운 가치를 만드는 창작물로써, 과거에 대한 향수를 느끼는 노스탤지어 감성을 소구하고 있다. 본 연구는 사람들의 뉴트로 콘텐츠 선택에 영향을 미치는 요인들을 알아보기 위해, 2020년 12월에 254명을 대상으로 온라인 설문조사를 실시했다. 연구 결과, 이용자들은 아주 새롭거나 너무 익숙한 콘텐츠보다 적당한 새로움이 가미된 콘텐츠를 좋아할수록 뉴트로 콘텐츠를 선호하는 것으로 나타났다. 낯설지만 공감이 가는 뉴트로 콘텐츠의 인기를 '중간 불일치 효과'를 통해 확인할 수 있었다. 또한 과거의 직접 경험에서 비롯한 '체험적 노스탤지어'와 간접 경험에 의한 '대리적 노스탤지어' 모두 뉴트로 콘텐츠 선호에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 뉴트로 콘텐츠에 대한 이미지는 뉴트로 콘텐츠 구매 의도에 긍정적 영향을 미쳤으나, 뉴트로 콘텐츠에 대한 태도는 구매 의도에 영향을 미치지 않는 것으로 확인되었다. 이러한 결과를 바탕으로 본 연구는 뉴트로 콘텐츠의 차별화 전략에 대한 함의를 제안했다.

• 한국의상디자인학회지
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• 제25권3호
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• pp.81-95
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• 2023

The purpose of this study is to analyze the newtro fashion style and extract key descriptive terms for visual image evaluation based on the style. To achieve this, a literature review, case study, and survey were conducted. The results are as follows: 1) Newtro fashion exhibited a variety of styles depending on the items being considered. In particular, the windbreaker style is composed of windbreakers, sweatshirts, and training pants, the blazer style consists of blazers, sweatshirts, and denim pants, and the padding style is characterized by short padding, sweatshirts, and jogger pants. 2) A total of 28 terms were identified as vocabulary to represent the visual images of newtro fashion. Among these, 17 terms appeared with a frequency of 30 or more times across the three styles. Commonly used terms included 'emotional', 'desirable', 'empathetic', 'unique', 'moody', 'retro', 'sophisticated', 'stylish', 'vintage', 'confident', 'youthful', 'trendy', and 'modern'. 3) By examining terms with a frequency of 50 times or more, the visual images associated with each style were compared. For the windbreaker style, the newtro fashion image was predominantly described as 'desirable', 'youthful', 'modern', 'stylish', and 'emotional'. The blazer style was associated with 'retro', 'unconventional', 'stylish', 'trendy', 'empathetic', 'modern', 'intricate', and 'unique'. In the padding style, the newtro fashion image was characterized as 'youthful', 'intricate', 'cute', 'stylish', 'modern', 'unique', and 'confident'.

• 식품보건융합연구
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• 제7권3호
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• pp.1-11
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• 2021

Purpose of the research: This study aims to explain the state of marketing using fun among recent popular marketing strategies. Although companies are using various differentiated marketing strategies to gain a competitive edge, among them, fun marketing has constituted the most effective area of interest recently. Research design and methodology: To extract the customer selection attributes of fun marketing, after reviewing the literature, six optional attributes were selected from the factors of fun marketing towards consumers such as funny design, language play, celebrity use, funny taste, how to eat, and newtro (new + retro). Out of 300 questionnaires, 276 were used for analysis, excluding unscrupulous or incomplete questionnaires. The results were reviewed for validity and reliability using SPSS andAMOS, and the hypothesis was verified using structural equation modelling (SEM). Principal results: The results showed that funny design, language play, and newtro statistically significantly affected customer satisfaction, but celebrity use, funny taste, and eating methods had no significant effect. It was also confirmed that satisfaction had a statistically significant effect on repurchase intention. Major conclusions: This study can serve as basic data to enhance the marketing strategy of the food service industry, and it provides theoretical and practical implications.

• 한국식품영양학회지
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• 제35권4호
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• pp.253-258
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• 2022

An increasing trend embracing the 2030 generation mindset through the new word 'newtro', which means reinterpreting the past and selling it in the present, has been gaining traction. The 2030 generation who seek new experiences and desserts is growing. The unique dessert market is expected to continue to grow in the future. Thus, this study devised a pine needle madeleine. Madeleines were made by varying the proportions of pine needle powder added to 0%, 1%, 3%, 5%, and 7%, and specific gravity, moisture, color, physical properties, and antioxidant properties were measured. The L-value decreased significantly (p<0.001) as the amount of pine needle powder added increased, and the a-value increased (p<0.001). The total polyphenol content, DPPH, and ABTS gradually increased significantly (p<0.001). Through this study, it was possible to confirm the quality and characteristics of madeleines using pine needle powder, which has excellent antioxidant properties, and it will become basic data for the development of various desserts using pine needle powder.

• 한국의상디자인학회지
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• 제22권2호
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• pp.19-28
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• 2020

This study investigated the annual frequency and clothing type by extracting puff sleeves designs from overseas fashion collections from S/S and F/W 2017 to S/S and F/W 2019. Specifically, it analyzed production characteristics and pattern methods by the type of puff sleeve design, and found the following: In terms of the percentage of puff sleeves by season, S/S 2019 was the highest. Since Newtro, with a 1990s sensitivity, was the mainstream trend during the S/S 2019, power puff sleeves, a signature of the Newtro style, accounted for the greatest portion of this design feature. In terms of the type of clothes with puff sleeves, 'dress' (54.3%) was the highest, followed by 'shirts/blouse' (27.5%), 'jacket/coat' (12.5%), and 'padded coat/jacket' (5.7%). Specifically, puff sleeve patterns were found mostly in the 'dress' category, more than 47% every season, while the figures were more than 23%, 9.3%, and 2.6% in 'shirts/blouse', 'jacket/coat' and 'padded coat/jacket', respectively. In other words, puff sleeve designs were more common in 'dress' or 'shirts/blouse' than in a 'padded coat/jacket'. In general, the shoulder length is reduced to prevent the shoulders from looking broader because of puffs. In contrast, recent puff-sleeve styles differ from those introduced by modern fashion designers in that they have drop shoulders with puffs attached. Furthermore, as constructive and over-exaggerated sleeve patterns appeared, puffs were applied to diverse sleeve styles including mutton leg and Mameluke styles. The analysis results of this study will contribute to the development of the fashion industry through small quantity batch production pursuing unique styles and serve as the basis for further studies on the configuration methods of puff sleeves. This study will be used in various ways, including as educational material on sleeve patterns. Through the analysis of sleeve patterns, this study tries to provide basic data for planning the design of puff sleeves and helping to diversify the ladies' apparel market in the future.

• 한국융합학회논문지
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• 제11권12호
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• pp.113-123
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• 2020

본 논문은 과거와 현재의 패션 트렌드와 패션 유행 주기에 관한 빅데이터 분석을 실시하였다. 패션 전문가나 패션쇼가 아닌 일반 사람들의 데일리룩을 위한 패션 트렌드를 분석하는데 집중하였다. 소셜 매트릭스 도구인 텍스톰을 활용하여 빈도수 분석, N-gram 분석, 네트워크 분석 및 구조적 등위성 분석을 수행하였다. 분석 결과, 첫째, 패션 전문가가 아닌 일반 사람들의 데일리 룩을 대상으로 과거(1980년대, 1990년대)와 현재(2019년, 2020년)의 패션 키워드를 도출하였다. 둘째, 과거의 패션이 현재의 패션으로 재현되는 순환성과 순환 주기가 30-40년 정도로 짧아졌음을 빅데이터 분석을 통해 과학적으로 검증하였다. 셋째, 도출된 패션 키워드들의 구조적 등위성 분석을 수행한 결과, 과거 패션에서는 청바지 패션, 레트로 코디, 애슬레저룩, 연예인 복고패션의 4개의 군집으로, 현재 패션에서는 레트로 청바지, 뉴트로, 레이디 쉬크, 레트로 퓨처리즘의 4개의 군집을 확인하였다. 넷째, 과거의 패션이 현재의 패션으로 재현되고 진화하는 네트워크 연결 관계를 확인하고 그 배경에 관한 이슈를 고찰하였다. 이와 같은 연구결과는 과거와 현재의 패션 키워드를 도출하고 이로부터 패션 유행의 순환 주기를 확인함으로써 과거를 통해 미래 패션을 예측하도록 하는데 의의가 있다.

• 한국의류학회지
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• 제46권5호
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• pp.789-804
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• 2022

Retro fashion is emerging among young people as an approach to discovering a new meaning in Korea's historical culture. Research on Korea's unique retro fashion culture is required because there is no research on retro fashion culture based on Korea's historical background. Therefore, this study examined how retro fashion culture has progressed based on Korea's historical background from a nostalgic perspective. All retro-related newspaper articles from 1950 to 2020 were collected, and content analysis was conducted for each semantic unit. The results revealed that personal nostalgia is based on personal experience and is extending to younger generations. In terms of nostalgia in interpersonal relationships, the younger generation reinterpreted the fashion culture of the older generation after the 2010s. In terms of vicarious nostalgia, a retro culture reminiscent of the 1990s with a background in economic development and consumption culture appeared after 2012. The youth culture and university culture of the 1970s and 1980s were reinterpreted as street fashion. Since the late 2010s, the younger generation has been exhibiting cultural nostalgia, believing that the historical Korean culture is not outdated but has a unique heritage formed during the modernization process. Symbolic nostalgia appeared in Korean fashion culture during modernization.

• 복식문화연구
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• 제28권4호
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• pp.429-445
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• 2020

The purpose of this study is to provide ideas for the development of bag design by analyzing the expression types and aesthetic formativeness of modern bag design using tassels and fringe given the newtro trend pursuing analog sensitivity in modern society. The methods and scope of this study are as follows. First, the related literature and internet data were reviewed in order to examine the expression types and characteristics of the bags of the West and East. Next, the definition and characteristics of tassel and fringe decoration in terms of the history of clothing were analyzed. Finally, the expression types and aesthetic formativeness of tassels and fringe were derived through the analysis of modern bag design shown in the fashion collections since 2010. The bags decorated with the tassels and fringe bring a variety of visual effects depending on the attachment position, direction and material composition, concentrating the gaze and radiating original style. In this study, the expression of tassels and fringe in modern bag design was classified into three types: surface decoration, shape variability, and object combination. Next, the aesthetic formativeness of modern bag design using tassels and fringe as decorative elements appeared through the mixture of heterogeneous materials and playfulness through imagination, exaggeration through extension of length and volume, and retro characteristics through reinterpretation of tradition. This study is expected to contribute to creative ideas of modern bag design which requires a global sense, which has been used in various cultures for a long time.