• Human Ecology Research
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• 제51권3호
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• pp.263-273
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• 2013

The purpose of this research is to examine track suits which appear in mass media and to attempt to understand their embedded symbolism. Hence, a theoretical inquiry and case study on suit tracks were carried out. The case study was confined to the period since 2000, when sportswear emerged as a megatrend in fashion, to 2012. Occurrences of track suits in film, TV dramas, music videos, advertisements, and fashion collections were examined. Research indicated that the track suits in film or TV drama worked as items to give a change to coordination, material and decoration, so that the track suits highlighted the characters in them rather than emphasizing external factors or their own design. They were used as tools to indicate the sensual and dynamical feminine image in the rap and hip hop genres in music video. They also showed the dynamic image of modern woman via advertisements of sports brands. In the case of celebrity fashion, both inside and outside Korea, they introduced the track suits in a comfortable and sensual manner through both official and unofficial image releases. In the fashion collections, transboundary deconstructiveness was strongly expressed in terms of design, material, color, and production method. The case study in this research indicated that the symbolism in track suits was characterized as transboundary deconstruction as well as value in dynamic femininity, and products from reactionary nostalgia.

• 한국의류학회지
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• 제33권5호
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• pp.782-792
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• 2009

The purpose of this research were 1) to identify the distribution of customer equity about sports fashion brands, 2) to identify the dimensions of fashion brand attributes influencing customer satisfaction and customer equity, and 3) to investigate relationships among sports fashion attributes, customer satisfaction and customer equity. Survey questionnaire was used to collect data and 900 responses were used for the data analysis. Descriptive statistics(i.e., frequency, percentage), factor analysis and multiple regression analysis were used for the data analysis. The results of this study were as following. First, 67.4%(i.e., outdoor sports brands) of customer equity distributes under 1 million won while 61.3%(i.e., general sports brand) and 54.3%(i.e., golf brands) distributes. Second, the sportswear brand dimensions consist of 6 factors, product quality value, convenience value, perceived value, unique brand image, trust relationship, and personalized relationship. Third, the higher the product quality value, perceived value, unique brand image, and trust relationship were, the higher customer satisfaction was. Fourth, the higher customer satisfaction was, the higher customer equity was.

• 산경연구논집
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• 제12권6호
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• pp.23-35
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• 2021

Purpose: This paper aims to investigate whether consumers' mental simulation and self-brand connections influence purchase intention and how the characteristics of advertisings' nonverbal information (congruence among multisensory cues) and verbal messages (self-referencing point and narrative structure) jointly shape mental simulation and self-brand connections. Research design, data and methodology: This paper develops a sportswear advertising and totally collected 225 data through the online survey platform "WenJuanXing". To exam the hypotheses in this paper, structural equation model is conducted in AMOS 21.0 via using 210 valid data. Results: The findings reveal that consumers who engage in mental simulation or establish the connections between them and the brands are more likely to present high purchase intention. Moreover, the characteristics of congruence among multisensory cues, self-referencing points and narrative structure can not only facilitate consumers' mental simulation but also encourage consumers to create connections between them and the brands. Conclusions: This paper develops the advertising research via exploring the characteristics of advertisings' nonverbal information (multisensory cues) and verbal messages simultaneously. And suggesting that both of consumers' mental simulation and self-brand connections are the important approaches for advertisers to effectively increase consumers' purchase intention. Finally, the limitations and suggestions are concluded for the future research.

• 복식문화연구
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• 제27권2호
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• pp.109-122
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• 2019

With the greater importance of lifestyle shops and experience marketing, research is needed for the effective experience marketing of lifestyle shops by fashion product type. This study establishes effective and differentiated experience marketing strategies for fashion lifestyle shops by examining the effect of the experience marketing satisfaction with lifestyle shops on purchase intention and loyalty. This study categorizes lifestyle shops by fashion product types into a suit-oriented lifestyle shop, a casual/leisure/sportswear-oriented lifestyle shop and a home fashion lifestyle shop, Then a survey was conducted on participants who had visited lifestyle shop. As an analysis method, factor analysis, reliability analysis and regression analysis were conducted. In this study, we identified the experience marketing factors of fashion lifestyle shops. This study found that the satisfaction from experience marketing factors of fashion lifestyle shops by fashion product types affected purchase intention and loyalty differently. Considering the results of this study, it will be able to increase not only purchase intention and loyalty but also brand sustainability by establishing, applying, and executing a differentiated strategy considering the detailed factors of experience marketing for each fashion product type when planning and operating a fashion lifestyle shop. Through this study, effective marketing of fashion lifestyle shops by fashion product type will be implemented.

• 패션비즈니스
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• 제22권6호
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• pp.94-104
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• 2018

The objective of this study was to develop a wearable systems that protect users, based on sensors that are easy to use, from accidents caused by harmful gases in the operator's poor working environment or the risk of ultraviolet rays during outdoor activities. By developing smart wappen with Light Emitting Diode (LED) light alarm function including UV sensor and gas sensor and central processing unit, systems that are applied to daily wear and work clothes to explore the possibility of user-centered, harmful environment monitoring products in real time were proposed. Each sensor was applied to sportswear and work clothes and the wappen system consisted of lightweight and thin form as a whole. Wappen to cover the device had one sheet cover on the front and another cover from the inside to form a sandwich like formation. Wappen was made in the same form as regular clothes that doesn't damage the exterior then a removable wappen system was developed using Velcro and snap methods to enable the separation of device or the exchange of batteries. De-adhesion method can occur in two ways, from the outside and from the inside, so the design is selected depending on the application. This study shows the significance of the development of sensor-based smart clothing, in that it presented a universal model for users.

• 복식문화연구
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• 제27권3호
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• pp.251-263
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• 2019

As the spread of the health and wellness trend continues worldwide, many consumers are spending much time on sports activities and expressing their individuality through sportswear. This study analyzes the trade networks of major exporters and importers of athleisure wear to provide an exporting policy for Korean apparel companies. As a result, The USA was found to import the most athleisure wear. On the other hand, China had the largest number of athleisure wear exports, and India's exports, which are becoming increasingly important as apparel producers were notable. Next, using the concept of the centrality of social network analysis, it was found that the USA was the largest importer and the center of athleisure wear's export network, but its influence has decreased gradually since 2010. China has the highest out-degree and betweenness centrality and center in the export of athleisure wear. The centrality of Asian countries such as India and Vietnam has increased. In Korea, the import of athleisure wear has increased greatly, but the export of athleisure wear has continuously decreased. Korea has less price competitiveness than other developing countries in Asia, but many Korean athleisure wear clothing brands are now attracting popularity not only in Korea but also in other countries with their excellent technology and design. In the future, the exporting policy of Korea's athleisure wear should focus on high value-added and differentiated products.

• 복식문화연구
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• 제28권6호
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• pp.830-844
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• 2020

The fourth Industrial Revolution, known as digital transformation, has made MZ generation to be the focus of the new consumer market, brought about the use of technological platforms a new consumption method. Currently, as various types of content collaboration are emerging that specifically targeting at the MZ generation. Content collaboration are considered an integration of content to create new values through co-existence and co-prosperity. This study identified the characteristics of collaboration of fashion brands from 2018 using literature and online news articles, and identified and classified through case studies of it determined movie content, game and virtual characters. By this research, it shown that collaboration with movie contents have increased the collaborative synergy by using the story in global media content. Collaboration with mobile games was generally used by young casual and sportswear brands. These brands which utilized characters from mobile games popular with to attract more teen consumers and strengthen brand awareness by adding values of high-technology and scarcity to the familiar images. In addition, collaboration with virtual characters has expanded value of the collaborative approach on expanding the range of advanced digital technology, from a promotional strategy during the distribution process through to the use of virtual models. As such, collaboration using the various types of content has developed beyond simple integration of identities among various areas, integrated products or brands that as a new value.

• 한국의상디자인학회지
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• 제23권2호
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• pp.115-132
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• 2021

The purpose of this study was to suggest multiple directions of fashion design by producing differentiated athleisure fashion designs with functional materials based on existing sportswear. A design utilizing handcraft skill was developed by applying the design characteristics of Laszlo Moholy-Nagy's paintings. With respect to the study methods, the background of Laszlo Moholy-Nagy's paintings were analyzed and their historical background was investigated by employing previous studies and literature review. The design characteristics were classified by issue and time-period. The results are as follows; First, the feasibility of creative artwork expression was found by pursuing collaboration with artwork and fashion by applying the motives of the fashion with the characteristics by the times, lines, forms, colors, and overlapping in Moholy-Nagy's paintings. Second, athleisure fashion, which can mix-match with casual wear, was found to enhance not only creativity but also add value by applying design, which added multiple handcraft elements, as well as characteristics of functionality, aesthetics, practicality, appealability, ostentation, activity, and dynamism. Third, potential harmony was found with achromatic and chromatic colors that can express more dynamic and active images. Based on the study results, further studies are anticipated using multiple paintings.

• 한국의류학회지
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• 제45권1호
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• pp.17-27
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• 2021

The pursuit of a healthier life has created life style changes through exercise; in addition, an athleisure look as well as a combination of everyday clothes and sportswear has rapidly spread through sharing based on image-based SNS. Fashion related images shown in an image-based SNS are considered important resources for grasping micro-needs with regard to the sensibility of consumers. Therefore, this study analyzes the design characteristics of an athleisure look shown in image-based SNS. In order to analyze the athleisure look, images of the entire garment were collected and classified to enable content analysis methods that analyzed the design characteristics of each type. As a result, types were classified as sporty-athleisure, modern-athleisure, high-end athleisure, retro-athleisure, and romantic-athleisure. Looking at the characteristics of the athleisure look, it was shown that the design characteristics of each type were well expressed through differences in the direction, material, and details by matching between the items used. This study can be used in design development processes by deriving the characteristics of athleisure looks through an analysis of fashion images that appear in image-based SNS.

• International Journal of Internet, Broadcasting and Communication
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• 제14권4호
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• pp.181-188
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• 2022

The purpose of this study is to identify selection attributes, functional benefits, psychological benefits, and values according to crossover shopping patterns (showrooming and webrooming). To achieve objectives of this study, a survey was designed based on the means-end chain theory, using the in-depth laddering technique and APT laddering technique which understanding the linkage of A(attributes)-FB(functional benefits)-PB(psychological benefit)-V(value). These two laddering techniques were used to construct a hierarchical value map (HVM) by linking selection attributes, functional benefits, psychological benefits, and value levels. The selection attribute items that showrooming shoppers consider important are 'price conformity', 'product information', 'product variety', and 'delivery service'. Functional benefit items were 'free purchase', 'economic benefit', 'communication', 'safety', and 'accurate Information', and psychological benefit items were 'convenience', 'relaxation', 'pleasure', 'rational consumption', and 'stability'. Finally, the value items were 'self-satisfaction', 'abundant life', 'achievement', 'happiness', and 'reasonable life'. Next, the selection attribute items that webrooming shoppers consider important are 'price conformity', 'product information', 'product variety', 'AS', 'shopping atmosphere', and 'seller service'. Functional benefit items were 'free purchase', 'economic profit', 'expression opinion', 'safety', and 'accurate information', and psychological benefit items were 'convenience', 'relaxation', 'rational consumption', and 'stability'. Finally, the value items were 'self-satisfaction', 'abundant life', 'happiness', and 'reasonable life'.