• The Research Journal of the Costume Culture
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• v.31 no.4
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• pp.411-429
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• 2023

Modernism is an internationally accepted design style. In addition, traditional Korean costume is not the clothing of the past, but its form is also used in modern fashion. Therefore, the purpose of this study is to examine the social and cultural contents of the morphological structure of traditional Korean costume, in order to derive the design characteristics of modernism and examine the global applicability of traditional Korean costume structure. For this study, photographic materials from museums, schematic drawings of relics, and Hanbok production books published by government agencies were analyzed. Further, this study examined traditional Korean costume, especially the modernism characteristics derived from Paul Greenhalgh and previous studies. The results are as follows. First, The traditional Korean costume is a cut based on basic shapes, along with a silhouette appears according to the background of the times. Second, the characteristics of modernism can be divided into universality, functionality, and simplicity. Third, as a result of analyzing the form structure of traditional Korean costume based on the characteristics of modernism, universality is expressed as standardized form, functionality as practical aesthetics, and simplicity as sustainable diversity. Furthermore, Korean costume has a difference in that was greatly influenced by various Eastern ideas and aesthetics of the late Joseon Dynasty. These findings provide a perspective of modern reinterpretation of the uniqueness and universality of traditional Korean costume in line with globalization by utilizing the design characteristics of modernism, an international style.

• Journal of the Korean Society of Costume
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• v.57 no.1 s.110
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• pp.1-16
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• 2007

This study is to design costumes of each characters, seen in the film of 'TITANIC' directed by James Cameron in 1997, by analyzing various costumes for each roles in the film. The 'TITANIC' has got the 'Oscar Award' in 1998 in 11 sectors for its' high box office record and the finest of the work, based on successful visualization of the costumes for the contemporary characters by historical research. The social background of 'TITANIC' would be presumed in the year of 1912, of which era was also called by 'La Belle Epoque', to say, 'good period'. This study, therefore, traced the representative art trend for the 1910's, together with political, economical and social backgrounds as 1st step. The 2nd step is the consideration of fashion trends of costume affected by the contemporary trends such as Art Nouveau and Art Deco in the period. The 3rd step is the analysis of costumes in the film of 'TITANIC'. Finally, this work has designed the virtual costumes of the characters, in imaginary scenes, which could denote the nature of the personality. Hopefully, this study could help designers show sustainable development in creating cinema costumes and other related projects, based on the understandings of this work.

• Asian Journal of Business Environment
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• v.5 no.4
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• pp.5-11
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• 2015

Purpose - The purpose of this research is to identify how idiocentric consumers and allocentric consumers respond to retail store environments and how such responses affect their consumer behaviors in a sustainable consumption setting. Method - Data were collected from 422 U.S. adult consumers via a web-based survey. Two store settings were created, perceptually related (eco-friendly clothing displayed with greenery)or perceptually-unrelated (eco-friendly clothing displayed without greenery), and consumers were asked to take the survey based on the given store setting. Results - Allocentric consumers perceived a product and its display environment were related whereas idiocentric consumers perceived the two were unrelated. Also, the former exhibited higher purchase intentions when the product and store environment were related (eco-friendly clothing displayed with greenery), but the latter did when the two were unrelated (eco-friendly clothing displayed without greenery). Conclusions - This research suggests that retailers should consider consumer self-concept at personal-level when implementing marketing strategies. This research also demonstrates that consumers are influenced by store environment in relation to their self-concept and that self-concept can be temporarily modified by various stimuli such as visual displays.

• Korean Institute of Interior Design Journal
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• v.21 no.6
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• pp.224-232
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• 2012

Although evolution of construction materials brought about development of modern architecture, they caused destruction of the environment and pollution. This problem is not a new one in terms of ecological esthetics and materials of sustainable architecture in light of the Eastern view of nature and this idea became a background of this study. The basic concept is to try to find out their characteristics from a perspective of ecological esthetics in relation to traditional building materials that nature, architecture, and humans coexist and live with each other to balance. Based on ecological esthetics and precedent studies on materials of traditional architecture, we investigated connections, expressive methods and characteristics in traditional residential construction space. This attempt has meanings in that it can propose a new framework of forming various viewpoints and spatial perceptions in relation to esthetics and traditional construction materials. The current study examined the characteristics by dividing them into tangible and intangible elements based on expressive features of elements of nature. The characteristics found by this process are not simply notion of physical materials, but plays a key role aesthetically and ecologically. Nature and materials take circulation of the law of nature, regulate energy, increase efficiency and play a major role in an economic way. Nature in itself becomes natural alternative energy, and plays its role in an invisible fashion. It examined how expressive characteristics of construction materials are reflected through analyzing residential space and Korean traditional garden having relationships with Eastern viewpoint of nature in relation to Korean traditional construction materials from a perspective of ecological esthetics. Findings of the above study indicate that expressive characteristics of Korean traditional construction materials from a perspective of ecological esthetics are that nature, space, humans coexist and live together and they will provide a clue to an alternative to solve ecological and environmental problems modern society will have in the future. Through this process, it provided a possibility that traditional space and materials can be succeeded in creative and new ways, and it found out the way for nature, space, and humans to coexist and a possibility of ecological esthetics. It addition, it will provide a key base as an alternative of sustainable design of the future.

• Korean Institute of Interior Design Journal
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• v.21 no.2
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• pp.123-132
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• 2012

In the trend of concentrating on the consumer driven experience market as a new marketing concept according to the improvement of life standard and the change of consummation pattern, SPA brand has applied experience marketing strategies to the market successfully to be grown constantly with consumer secure and production of business benefit through brand image and positive consumer attraction. Therefore, this study aims to research the experiential representation element and attribute in the competitive Global SPA brand space due to the sustainable growth from the recent domestic fashion market based on the strategy type of the experiential marketing. Thus, the experiential marketing strategy type was drawn based on the experiential marketing and the theoretical reflections of Global SPA brand, and the SPA brand space was classified depending on the attribute of the commercial space for making the framework of case analysis, so it was progressed as the method of analysis through the experiential representation attribute in the SPA brand space. The marketing strategy and representation for advertising the image of company and product message by the SPA brand should be planned, so successful application of the experiential marketing to the shop is connected to the corporate interests, and forming the meaning more than space by impressing on the consumers the brand and arousing the emotional experience of the consumers and meeting the consumers' a variety of needs had effects on forming a lasting relationship between the brand and consumers. Therefore, this study is expected to be an opportunity to vitalize the domestic SPA brand behind the competition with the Global SPA brand.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.35-48
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• 2010

Today, the fashion market challenged by a maturing retail market needs a new paradigm in the "evolution of brand" to improve their comparative advantages. An important issue in fashion marketing is lifestyle brand extension with a specific aim to meet consumers' specific needs for their changing lifestyle. For fashion brand extensions into lifestyle product categories, Gen Y and Baby Boomer are emerging as "prospects"-Baby Boomers who are renovating their lifestyle, and generation Y experiencing changes in their life stage-with demands for buying new products. Therefore, it is imperative that apparel companies pay special attention to the consumer cohort for brand extension to create and manage their brand equity in a new product category. The purposes of this study are to (a) evaluate brand equity between parent and extension brands; (b) identify consumers' perceived marketing elements for brand extension; and (c) estimate a structural equation model for examining causative relationship between marketing elements and brand equity for brand extensions in lifestyle product category including home fashion items for the selected two groups (e.g., Gen Y, and Baby boomer). For theoretical frameworks, this study focused on the traditional marketing 4P's mix to identify what marketing element is more importantly related to brand extension equity for this study. It is assumed that comparable marketing capability can be critical to establish "brand extension equity", leads to successfully entering the new categories. Drawing from the relevant literature, this study developed research hypotheses incorporating brand equity factors and marketing elements by focusing on the selected consumers (e.g., Gen Y, Baby Boomer). In the context of brand extension in the lifestyle products, constructs of brand equity consist of brand awareness/association, brand perceptions (e.g., perceived quality, emotional value) and brand resonance adapted from CBBE factors (Keller, 2001). It is postulated that the marketing elements create brand extension equity in terms of brand awareness/association, brand perceptions by the brand extension into lifestyle products, which in turn influence brand resonance. For data collection, the sample was comprised of Korean female consumers in Gen Y and Baby Boomer consumer categories who have a high demand for lifestyle products due to changing their lifecycles. A total of 651 usable questionnaires were obtained from female consumers of Gen Y (n=326) and Baby Boomer (n=325) in South Korea. Structural and measurement models using a correlation matrix was estimated using LISREL 8.8. Findings indicated that perceived marketing elements for brand extension consisted of three factors: price/store image, product, and advertising. In the model of Gen Y consumers, price/store image had a positive effect on brand equity factors (e.g., brand awareness/association, perceived quality), while product had positive effect on emotional value in the brand extensions; and the brand awareness/association was likely to increase the perceived quality and emotional value, leading to brand resonance for brand extensions in the lifestyle products. In the model of Baby Boomer consumers, price/store image had a positive effect on perceived quality, which created brand resonance of brand extension; and product had a positive effect on perceived quality and emotional value, which leads to brand resonance for brand extension in the lifestyle products. However, advertising was negatively related to brand equity for both groups. This study provides an insight for fashion marketers in developing a successful brand extension strategy, leading to a sustainable competitive advantage. This study complements and extends prior works in the brand extension through critical factors of marketing efforts that affect brand extension success. Findings support a synergy effect on leveraging of fashion brand extensions (Aaker and Keller, 1990; Tauber, 1988; Shine et al., 2007; Pitta and Katsanis, 1995) in conjunction with marketing actions for entering into the new product category. Thus, it is recommended that marketers targeting both Gen Y and Baby Boomer can reduce marketing cost for entering the new product category (e.g., home furnishings) by standardized marketing efforts; fashion marketers can (a) offer extension lines with premium ranges of price; (b) place an emphasis on upscale features of store image positioning by a retail channel (e.g., specialty department store) in Korea, and (c) combine apparel with lifestyle product assortments including innovative style and designer’s limited editions. With respect to brand equity, a key to successful brand extension is consumers’ brand awareness or association that ensures brand identity with new product category. It is imperative for marketers to have knowledge of what contributes to more concrete associations in a market entry into new product categories. For fashion brands, a second key of brand extension can be a "luxury" lifestyle approach into new product categories, in that higher price or store image had impact on perceived quality that established brand resonance. More importantly, this study increases the theoretical understanding of brand extension and suggests directions for marketers as they establish marketing program at Gen Y and Baby Boomers.

• Textile Coloration and Finishing
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• v.35 no.2
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• pp.82-96
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• 2023

The purpose of this study is to enhance the usability of hanji fabrics by expanding the color space of hanji fabrics. For the expression of various colors of hanji fabrics, single and combination dyeing were carried out using natural indigo(Niram, Polygonum tinctorium), marigold extract colorant, and madder extract colorant for three types of hanji fabrics with different fiber compositions(hanji, hanji/cotton, hanji/silk). The light, medium, and deep colors obtained through individual single dyeing were shown to be PB Munsell colors in the case of indigo dyeing, Y color for marigold dyeing, and R color for madder dyeing. For combination dyeing, indigo dyeing was first carried out under the conditions for light, medium, and deep colors, respectively, and marigold or madder dyeing was performed thereafter. Indigo and marigold combination dyeing produced PB, B, BG, G, and GY Munsell colors and indigo and madder combination dyeing produced PB, P, RP, and R Munsell colors. Overall, the color change of hanji/silk fabric was more diverse than that of hanji fabric and hanji/cotton fabric. In the indigo, marigold, and madder combination dyeing into individual deep colors, blackish PB and P Munsell colors was obtained. Colorfastness to washing, dry cleaning, rubbing, and light were relatively good with above rating 4. Finally, 9 colors excluding YR color out of 10 Munsell color were obtained. We confirmed that the expansion of the color space of Hanji fabrics by the single and combination dyeing with indigo, marigold, and madder.

• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.220-232
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• 2010

Companies have been difficult to capture the minds of consumers by staying in the sales phase in order to sell products. The marketing and brand management strategies of more understanding consumers and systematically managing for the perception of them are becoming important. Since launched, EXR has implemented a systematic brand management process from its early stage. Based on the idea of 'brand asset by customer' by Kevin Lane Keller that the total of consumer brand knowledge ultimately completes the company brand power, 'brand asset', to satisfy areas of 'functionality' and 'design', EXR pioneered its ultimate brand asset which is 'CAPORTS' and established its own identity called, 'PROGRESSIVE'. For the success of a brand management, there must be a clear vision supported by the determination of a specific brand identity. Also, it needs to be shared by members of the organization, and to maintain and manage it in the long run, an integrated management strategy is essential. On the basis of such identity, EXR was able to carry out the integrated management for its brand and the overall implementation of the marketing strategy. Therefore, In this study, we seek for a sustainable brand management strategy of fashion brand by looking into the process of the EXR's brand establishment.

• Asia Marketing Journal
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• v.15 no.1
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• pp.1-22
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• 2013

This case focuses on Shanghai Tang, the first truly Chinese luxury brand that appeals to both Westerners and, more recently, to Chinese consumers worldwide. A visionary and wealthy businessman Sir David Tang created this company from scratch in 1994 in Hong Kong. Its story, spanned over almost two decades, has been fascinating. It went from what best a Chinese brand could be in the eyes of Westerners who love the Chinese culture, to a nearly-bankrupted company in 1998, before being acquired by Richemont, the second largest luxury group in the world. Since then, its turnaround has been spectacular with a growing appeal among Chinese luxury consumers who represent the core segment of the luxury industry today. The main objective of this case study is to formally examine how Shanghai Tang overcame its downfall and re-emerged as one the very few well- known Chinese luxury brands. More specifically, this case highlights the ways with which Shanghai Tang made a transitional change from a brand for Westerners who love the Chinese culture, to a brand for both, Westerners who love the Chinese culture and Chinese who love luxury. A close examination reveals that Shanghai Tang has followed the brand identity concept that consists of two major components: functional and emotional. The functional component for developing a luxury brand concerns all product characteristics that will make a product 'luxurious' in the eyes of the consumer, such as premium quality of cachemire from Mongolia, Chinese silk, lacquer, finest leather, porcelain, and jade in the case of Shanghai Tang. The emotional component consists of non-functional symbolic meanings of a brand. The symbolic meaning marks the major difference between a premium and a luxury brand. In the case of Shanghai Tang, its symbolic meaning refers to the Chinese culture and the brand aims to represent the best of Chinese traditions and establish itself as "the ambassador of modern Chinese style". It touches the Chinese heritage and emotions. Shanghai Tang has reinvented the modern Chinese chic by drawing back to the stylish decadence of Shanghai in the 1930s, which was then called the "Paris of the East", and this is where the brand finds inspiration to create its own myth. Once the functional and emotional components assured, Shanghai Tang has gone through a four-stage development to become the first global Chinese luxury brand: introduction, deepening, expansion, and revitalization. Introduction: David Tang discovered a market gap and had a vision to launch the first Chinese luxury brand to the world. The key success drivers for the introduction and management of a Chinese luxury brand are a solid brand identity and, above all, a creative mind, an inspired person. This was David Tang then, and this is now Raphael Le Masne de Chermont, the current Executive Chairman. Shanghai Tang combines Chinese and Western elements, which it finds to be the most sustainable platform for drawing consumers. Deepening: A major objective of the next phase is to become recognized as a luxury brand and a fashion or design authority. For this purpose, Shanghai Tang has cooperated with other well-regarded luxury and lifestyle brands such as Puma and Swarovski. It also expanded its product lines from high-end custom-made garments to music CDs and restaurant. Expansion: After the opening of his first store in Hong Kong in 1994, David Tang went on to open his second store in New York City three years later. However this New York retail operation was a financial disaster. Barely nineteen months after the opening, the store was shut down and quietly relocated to a cheaper location of Madison Avenue. Despite this failure, Shanghai Tang products found numerous followers especially among Western tourists and became "souvenir-like" must-haves. However, despite its strong brand DNA, the brand did not generate enough repeated sales and over the years the company cumulated heavy debts and became unprofitable. Revitalizing: After its purchase by Richemont in 1998, Le Masne de Chermont was appointed to lead the company, reposition the brand and undertake some major strategic changes such as revising the "Shanghai Tang" designs to appeal not only to Westerners but also to Chinese consumers, and to open new stores around the world. Since then, Shanghai Tang has become synonymous to a modern Chinese luxury lifestyle brand.