• Journal of the Korea Fashion and Costume Design Association
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• v.8 no.2
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• pp.171-182
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• 2006

The purpose of this study was to business cases of setting up a shopping mall for Hanbok and other successful marketing cases were investigated to seek easy ways of establishing a internet shopping mall and to provide information on the structure of e-market and online shopping malls. In our country, online market has overtaken offline one, and the former has made sustained progress. Many domestic Hanbok manufacturers set up their homepages as part of efforts for online marketing or P.R. However, online shopping malls are run just by a small number of companies, and traditional Hanbok manufacturers are in worst situations. To be steadily competitive enough to keep on attracting customers, they should try to make their way through e-market from diverse angels. The purpose of this study was to delve into the establishment of an online shopping mall for Hanbok products and relevant marketing in an attempt to lay the groundwork for solidifying the position of Hanbok products in apparel e-market.

• Journal of the Korean Society of Costume
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• v.67 no.3
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• pp.15-30
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• 2017

The purpose of this study is to analyze the formative characteristics of Hanbok among youngsters based on SNS proof shots, identify new characteristics of Hanbok as part of play and travel rather than as formal Hanbok, and provide information for the Hanbok market. As research methodology, our search was carried out by using '#Hanbok Travel' as the search word in Instagram, where the Hanbok proof shot phenomenon is actively under way. A total of 535 posts from March 21, 2016 to April 1, 2016 were selected as objects of this study, excluding posts containing Hanbok with indiscernible shape, Korean traditional costume manufacturers' promotional posts, and repetitive posts by one person. First, the 535 posts were analyzed by season, region, number of people, and gender, and after men's data were excluded, 644 Hanboks were left for analysis. Their formative characteristics were analyzed by using SPSS 21.0. The results showed that the formative characteristics of Hanbok shown in SNS proof shots included diversification of length in jeogori(Korean traditional jacket), skirt, and sleeve, use of pragmatic material and achromatic color, and reduced use of decorative technique. Hanboks shown in the Hanbok proof shots should be considered as significant data because each shots show clothes selected and worn directly by user's side, unlike the existing studies centering on Hanbok designers' works.