• Journal of the Korean Society of Costume
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• v.62 no.4
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• pp.81-90
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• 2012

The contents of this study are as follows. First, an academic understanding has been achieved by exploring the theoretical concept "allegory", and a new theoretical approached methodology has been sought. Second, an analysis-index of fashion illustration cases has been suggested based on the allegory theory of Craig Owens. Third, in order to draw the characteristics of fashion illustration as viewed from the allegorical viewpoint and find out its feasibility, the case studies has been referred and the internal significance, external significance that combines different characteristics has been extracted. In regards to this study method, literature studies and case studies has been done in parallel with each other. This study was done in the following sequence: the establishment of the study system, the drawing of the allegory-associated concepts and the discovering the characteristics of aesthetic expressions. The results of this study on the expression characteristics of fashion illustration as viewed from the allegorical viewpoint of Craig Owens are as follows. First, the borrowing of image, which is a characteristic of allegory, contains the meaning of uncertainty in the fashion illustration as it expresses the image-synthesis and forms a completely different meaning as the fixed meaning is dissolved and it is utilized as a photo-montage technique. Second, the inference of pictogram is the mixture of linguistic medium and visual medium. Fashion illustration utilizes the characters and transmits the fashion information visually and immanently. It has the characteristic of making the information into pictograms and the internal significances of mutual-text with communication function. Third, the uniqueness of location in the fashion illustration has the special nature of utilized mediums as it is used for advertising or publicizing. The fashion illustration from the viewpoint of allegory has the impermanency of existing only for a limited time and reflects the coincidence that gives the meaning of utilized location according to the season trend. Fourth, the cross-breeding is expressed as the mixture of various materials in the fashion illustration. The expressions made by the mixture of media, such as the use of computer graphic programs mixed together with various materials showed the trend of diversity and genre dissolution.

• Journal of Fashion Business
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• v.6 no.4
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• pp.125-140
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• 2002

The purpose of this study is confirming the design characteristics and brand strategies of Ralph Lauren's products through the advertising pictures on internet website. Methods of this study are the analysis of his brand growth process, concept strategy and designs by web promotion sites. Also this study defined his brand character and fashion mind. The Results are as follows. 1) Ralph Lauren's concept strategies are 1. Convert british type into American style 2. Presentation an American life style 3. Marketing strategy using life style and IT business. 2) Ralph Lauren's designs characters are 1. Rich and simple style by preppy look 2. Traditional wear of noble taste 3. Western style of American reclamation period 4. Using of comfortable material 5. Unique colors which are simbolic. Today, his classic and preppy designs all draw upon an image of old word wealth and luxury and he pioneered the concept of clothes as part of a lifestyle environment.

• Asia-Pacific Journal of Business
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• v.11 no.4
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• pp.103-119
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• 2020

Purpose - This study aimed to clarify the effects of CEO characteristics and marketing activities on management performance of fashion corporate by using financial statement. Design/methodology/approach - This study collected a sample of total 170 companies that can obtain the corresponding data among fashion manufacturing companies listed on KOSPI. The data of the financial statements reported from 2011 to 2018 were analyzed. Correlation analysis and multiple regression analysis were conducted. Findings - First, the more the number of CEO and the younger the CEO, the more employee welfare and training expenditures of internal marketing. The age of the CEO had a negative effect on all external marketing activities. The CEO number had a negative effect on sales promotion and advertising expenditures, but a positive effect on entertainment expenditure of external marketing. Second, as a effect of marketing activities on management performance, the welfare and training expenditures of internal marketing and entertainment expenditure of external marketing had a positive effect but sales promotion expenditure of external marketing had a negative effect on management performance. Research implications or Originality - Marketing activities that consider the differentiated factors of fashion corporate are necessary. Also, the objective accounting information can provide practical information for fashion industry.

• Journal of the Korean Home Economics Association
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• v.46 no.3
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• pp.1-12
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• 2008

This study examines the unique characteristics of the color red in relation to images used in areas other than fashion, such as the film or advertising industries. Based on analysed results, the aim was to identify red-colored costume's images expressed in contemporary fashion. Analysis of collected data has lead to four main findings. First, the fashion in which the red color is used delivers a voluptuous image when combined with a skinny silhouette or glossy and transparent dress material, arousing a strong sexual desire in a direct or indirect manner when exposing the body in public. Second, the fashion emphasizes a simplified appearance by minimizing the steps of the production process such as cutting, sewing, and decoration without artificial structural lines and creates an image of simplicity through a single red color or tone-in-tone colorations. Third, the red color, which carries a simultaneous negative and pleasure image represents grotesque playfulness by distorting or exaggerating clothes, transforming the body in disregard of clothing construction, or introducing unnatural makeup. Fourth, in combination of simple and clinging shapes, a material feeling tough like leather and an intensely noticeable red tone, promotes the feminine rather than masculine quality in a splendid, aggressive sporty and active "alpha girl" image.

• Fashion & Textile Research Journal
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• v.9 no.2
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• pp.211-220
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• 2007

The purpose of this study is to analyze characteristics and marketing strategies of the British, French and Italian luxury fashion brands. The subjects of this study are 27 fashion brands which have more than 50 years of tradition and are also members of the Walpole, Comit$\acute{e}$ Colbert, and Altagamma. The common marketing strategies of the luxury fashion brands were; the renewals in the product concept which harmonized traditional elements with modern elements which are designed to meet the needs of new target consumers, the renewals in the promotion such as the large scale of advertising, the frequent publications about the brands, sponsorship of events, the renewals and expansion of distribution channels in global fashion cities, the opening of flagship shop and the renovation of existing shops. Simultaneous renewals in product concepts, in promotion and in distribution will be an effective marketing strategy. Also, a continuous investment in renewal strategies is a key to the success of luxury fashion brand renewals.

• Fashion & Textile Research Journal
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• v.11 no.3
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• pp.417-426
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• 2009

This study is to examine the structural relationships among store choice attributes, consumption emotion, relationship quality, and loyalty of Outlet. The data were collected from customers who have purchased clothing at the fashion outlet stores, For data analysis and structural equation model were analyzed by using LISREL. The subjects were male/female consumer experienced in purchasing clothes at fashion outlet stores. The results of this study are as follows: First, product, advertising, and instore atmostphere had significantly positive effect on consumption emotion. Second, consumption emotion had significantly positive effect on relationship quality(consumer's satisfaction and trust) and loyalty. Third, relationship quality(consumer's satisfaction and trust) had significantly positive effect on loyalty.

• The International Journal of Costume Culture
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• v.5 no.3
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• pp.173-183
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• 2002

The main focus of this study is to understand realities of postmodern consumer culture by deconstructing fashion advertisements, Calvin Klein's ck One and cK be. The metaphysics of critical theory, visual and textual analysis are used to deconstructing the ads applying one of the postmodern cultural critics, Baudrillard' s notion of hyperreality. Through deconstructing the ads five postmodern characteristics representing hyperreality were found. First, there is no message regarding functional characteristics of the product offered in the ad, which is far from the modernist's utilitarian Point of view. Hyperreality in Postmodern consumer culture is consumption centered and focuses on the product's symbolic meanings. Second, especially for cK be, the ad uses atypicai, irrelevant models and images, which are introduced as a concept of ‘real people’ rather than the ideal person or body type. Third, there are transformations of the meanings from cK one to cK be such as the notions of globalization and gender which clearly represent ongoing reality in the Postmodern culture. Fourth, there are hidden meaning of hedonism and relativism, which are prevalent in postmodern ideology. Finally, models' bodies are used to convey messages as well as form the ground and figure in the ad that is a significant characteristic of postmodern consumer culture. In conclusion, the study of Calvin Klein's fashion ads supports the notion that advertising mirrors reality in postmodern consumer culture, which is hyperreality.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.3
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• pp.219-238
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• 2014

This study attempted to investigate present condition and product planning of global eco-fashion brands that harmonize fashion and sustainability. As research subjects, this study selected 97 oversea fashion brands mentioned in books related to eco-fashion, Black(2011), Brown(2010), Fuad-luke(2009). As for research methods, materials and ethical practices of these selected 97 brands through literature data and their internet site homepages. This study analyzed oversea eco-brands collected 26 British brands, 22 American brands, 36 European brands such as Germany, France, Italy, Sweden, Spain, Finland and so on, except Britain and 13 other regions including Japan, India, Canada, Mexico, and New zealand. In conclusion, the product planning characteristics of these oversea eco-fashion brands can be summarized as follows; community and fair trade, ecological and slow design, recycle, reuse, redesign, and new eco-models. Firstly, brands of 'community and fair trade' manufactured products through fair trade and local community's artisan by ethical practices with organic fabrics. Secondly, brands of 'ecological and slow design' pursued timeless design and multi-functional design as luxury eco-fashion styles. They used organic textiles, hemp, bamboo, soya, tencell, sea cell, and self-sustaining plants. Thirdly, brands of 'recycle, reuse, redesign' aimed for upcycling high-end fashion and used vintage clothes, textile scraps, PET, parachutes, tires, safety belts, advertising banner and so on. In addition, brands of 'new models as eco-fashion' suggested zero-waste cutting, recycling over-printing technology, new sustainable business model, and ethical practices in the supply chain of the fashion industry.

• Journal of Fashion Business
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• v.27 no.3
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• pp.35-49
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• 2023

The purpose is to derive its aesthetic characteristics by objectifying the visual image of the YouTube campaign into adjectives. As a result, we intend to identify advertising strategies that use them as basic data for setting fashion design concepts. A group of experts in fashion majors watched each of them, wrote adjectives, and collected 75 adjectives. By analyzing the frequency of adjectives, aesthetic characteristics were derived with adjectives recording the upper number of times, and the results were obtained that they had the characteristics of deconstruction. The conclusions of this study are as follows. First, Tamburin's Jenny appeared to be strange, scary, rambling and charming. Among the internal meanings of deconstruction due to spatial, social, and psychological distance from consumers, it can be said that T.P.O's mutual textuality and play of interaction. Second, Gucci Cruise be chosen rural, strange, wild, unharmonious, and difficult, which is a mixture of intertextuality and play of T.P.O. Third, The Excise Gucci Campaign parodies that juxtaposes six films directed by Stanley Kubrick, making them strange, retro, difficult, interesting, and wrong. Deconstructionist de-genre and de-boundary Fourth, Kenzo World is weird, dynamic, wrong, difficult, difficult, and confused, which correspond to T.P.O's interactive textuality, play of the second half, and destruction and decomposition among the external expressions of deconstruction. Fifth, Burberry Hero emphasized the aesthetic value of traditional men, so it was ostensibly wild, free, powerful, sensual, and fantastic. Compared to the lifestyle of men who usually work at work, this corresponds to play of second best.

• The Research Journal of the Costume Culture
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• v.22 no.3
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• pp.450-467
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• 2014

Modern society attaches great important to state of the technology, but, unconscious desire and subconscious are also discussed in an important value. In the social background of such madness is acting as an artistic inspirational to the many people. At such a time, fashion photographs also being used medium which speak for people's desire. Editorial fashion photographs with unusual stories or including experimental visual elements unlike fashion advertising have increasing. The subject of this study is the formative characteristics in recognition of madness from ancient times until now and find out new meaning of the unusual and informal form of editorial fashion photographs showed in Vogue Italia since 2000. The analysis data of this study, we used 36 photographs of editorial fashion photographs taken by Steven Meisel, Tim Walker and Miles Aldriege. The final process of analysis made in with agreement of 10 major people. We used photograph's basic visual elements as analysis to avoid arbitrary interpretations. The content of this study is drawing in editorial fashion photographs from the viewpoint of Michael Foucault's Madness theory, Deleuze and Felix Guattari's Madness as the aspects of desire. The madness images in the editorial fashion photographs were showed as Decadence, Blindness, Violence and Grotesque based on the analysis results from above. The formative characteristics of editorial fashion photographs enabled the awareness on the value and importance of madness in modern society. These editorial fashion photographs can be the source of our wider perspectives for changing recognition of madness.