• The Research Journal of the Costume Culture
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• v.19 no.6
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• pp.1320-1333
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• 2011

The purpose of this study is to investigate high school students' buying attitudes toward school uniform brands according to clothing conformity orientation. For this research, a survey was carried out to 418 boy and girl students in Seoul and Gyeonggi areas. The data analysis of this study was verified by descriptive analysis, factor analysis, reliability tests, cluster analysis, one-way ANOVA with Duncan-test, and ${\chi}^2$-test. The results are as follows. First, high school students preferred and had strong intentions to buy school uniforms of famous leading brands although they were not satisfied with famous brands. Especially, respondents tended to have favorable attitudes toward sophisticated and luxurious designs of famous school uniform brands. Second, respondents who had a conformity to parents tended to follow parents' opinions by purchasing famous brand uniforms. The conformity group of mass media preferred famous brands, and acquired the information about uniforms from various mass media such as television or magazines. A peer conformity group also preferred leading brands. Based on results of this study, curriculum of home education department should consist of contents for inducing rational consumption of uniforms by considering students' inclination of conformity. In terms of marketing perspectives, school uniforms firms need to reinforce strategies to improve products' quality and value for money.

• The Research Journal of the Costume Culture
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• v.21 no.6
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• pp.921-937
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• 2013

Sportswear brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products through sports sponsorship. The purpose of this study was to examine the relationship among sports involvement, the attitude toward sports sponsorship carried by sportswear brands, brand equity, and purchase intention of the products of the sponsor's brand. The study was implemented though a descriptive survey method using a questionnaire. The sample consisted of 455 men (n=289) and women (n=166) in their twenties, residing in Seoul and Gyeonggi area. Data were analyzed by confirmatory factor analysis, correlation analysis, and path analysis of structural equation modeling. The results revealed that sports involvement has an influence on the consumers' attitudes toward sports sponsorship performed by sportswear brands. Also, the sports sponsorship attitude of consumers had an influence on the brand equity and purchase intention toward the sponsor's brand products. It was notable that the attitude toward the manner of sponsoring of the sponsor than the contents itself of the sports event sponsored had an influence more on brand loyalty. Among the component factors of brand equity, brand loyalty showed the biggest impact on purchase intention. Considering the results, in order for sports sponsorship to be more effective, sports involvement of the target market should be considered more carefully.

• The Research Journal of the Costume Culture
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• v.19 no.2
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• pp.296-308
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• 2011

The purpose of this study is to understand Qipao, that Chinese traditional women's cloth, and analysis the aesthetic characteristics of that. Joining WTO in 2002 and 2008 Beijing Olympic made China get the attention by the world and get the opportunity that advent of China style. Chinese fashion cultural contents have abundant meanings in internal or external, therefore characteristics aesthetic of Chinese traditional fashion had much influence in world fashion design. Qipao that has influence in contemporary fashion design could be used special fashion design data for China market. A variety of literature and prior researches for Qipao's history and transition process was studied. Internal and external documents, fashion magazines, internet information were investigated to study features of Qipao. Total 20 seasons fashion collections from 2000S/S to 2009F/W was examined, and selected 22 brands that showed Qipao style, after then extracted 418 photos among them. By the seasons, Eit showed 193 pieces in S/S and 225 pieces in F/W, and was put to practical use in F/W season than S/S. The results are as follows. The contemporary fashion collections shown in the Qipao style silhouette, detail, color, material, pattern and the results obtained by each, were in all respects diversity. In silhouette, including traditional tight silhouettes, 'H' silhouettes, boxy silhouette was such a variety. The five colors traditionally preferred color from the color was more of a tendency to be gorgeous. Modern reinterpretation of pattern designs by graphic pattern that has emerged. Also, shown in a contemporary fashion collection Qipao style leather material in application utilizing the glossy feel of a plastic material and has emerged feeling.

• The Research Journal of the Costume Culture
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• v.24 no.2
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• pp.132-149
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• 2016

With the increased importance of design creativity in global fashion marketplaces, there have arisen numerous promotional strategies for new fashion designers in Korea, yet little research has been done on this subject. This study examines the new fashion design promotion policies in Korea and their effects from the designer's perspective. First, we analyzed the contents of twenty-one strategies from thirteen organizations regarding the types of support from the strategies. As a result, four distinct types are identified: new designer recognition; information and consulting support; brand incubating; and marketing support. Next, we performed in-depth one-on-one interviews with eleven designers who had been awarded from one or more of the fashion design incubation policies. The results reveal that the incubating policies' cash rewards and space support are found to be most effective. In terms of the revised fashion and brand consulting policy, "brand operation" had an influence. In addition, fashion the new brand advertisement and marketing policy had positively influenced the "brand development." However, throughout the interview, designers note that the quality of education and information provisions need some improvement. Furthermore, the designers indicate the lack of supervision and professionalism from the marketing departments. Based on this content, this study emphasizes the necessity of an effective fashion design promotion policy, and strategic and consistent support for the whole fashion promotion team. At the minimum, an integrated and united supervision by the organization is necessary and should be taken into consideration.

• The Research Journal of the Costume Culture
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• v.15 no.5
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• pp.760-769
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• 2007

Cultural commodity is a tourism souvenir for tourists with a high added value in terms of economy. When it excellently represents the region and is based upon its tradition, the positive images of the place can be originated. In this way, the formation of benevolent images has economically considerable effects that can promote the competitive power of the area. The purpose of this study is to develop the pattern design of cultural commodity related to Hampyeong Butterfly Festival. The software to be used is Adobe illustrator CS2, which is a Vector Graphic software, and by utilizing the program, the pattern for the cultural goods will be produced. The forms of the pattern are All over Pattern, which is one of the arrangement methods used the most in a necktie field, and Stripe Pattern. After designing with those two patterns, the design is applied on neckties. Like this, by designing through the Vector Graphic software which we can easily get an access to, the concept of design is visualized; therefore, we can prevent the commodity development that can be conducted out of the concept. By making it possible to visualize the examination by various forms or color mixture, the time is shortened, and throughout reproduction of the object, adjustment of the size, colorway, and reusing or remanufacturing the image, we can check the result of design before hand to reduce the time and expenses required.

• International Journal of Costume and Fashion
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• v.13 no.1
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• pp.61-79
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• 2013

This study takes a look at the distinct and exclusive culture of Latin America, with a specific focus on Mexico, and attempts to understand its unique cultural identity by comparing, analyzing, and evaluating the characteristics of the Mexican fashion brands, Taller Flora and F$\acute{a}$brica Social, which are brands that have actively used the Latin American cultural identity in its designs. The research method was as follows: 1) performing literature research with specialty publications and thesis that dealt with the two brands 2) analyzing the contents of various articles from the Internet and interviews related to the brands. Thus, this research attempts to understand the characteristics of the fashion brands that use the cultural traits of Latin America in order to dissect its methods and find a way to apply it so that it can be used in different cultures, and in effect, lead to the advancement of the fashion industries, in general. Taller Flora and F$\acute{a}$brica Social are two brands that are able to stand out with a distinct identity by applying traditional native Latin American qualities in its products, as well as its products reflecting a respectful and balanced relationship between people and nature. The characteristics of the two brands are as follows: 1) showing the concept of "the coexistence of diversity" by expressing "the old and the new", "simplicity and flash", and "melding of the Western culture via colonialism and traditional cultures of the aboriginals and other diverse native cultures" 2) achieving "the recovery of the human dignity" by protecting the human rights of the native female artisans and building a network for equality 3) pursuing "free naturalism" by balancing the natural provision of nature and man in addition to promoting environmental protection and conservation of goods 4) becoming "the bridge between communication and exchange" by connecting the artisan, the designer and the consumers together, or the producer and the market, as well as the different cultures of markets from diverse countries.

• Journal of the Korean Society of Costume
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• v.66 no.8
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• pp.78-97
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• 2016

The purpose of this study is to develop textile pattern designs by utilizing the prototype of traditional culture extracted from cultural resources in order to establish a specialty strategy for local cultural contents. To achieve this, the study selected the Hyojaemunjado as source of Jeju traditional culture. Jeju's Hyojaemunjado is characterized mainly by the creative and unique formativeness of Jeju's character paintings. Character paintings often contained images related to the characters featured inside characters, or composed stroke with symbolic iconography. The main subjects of Hyojaemunjado were stories that alluded to the Confucian virtues. Therefore, the purpose of this study was to remind people of the real meaning of Shin(truth) by developing textile pattern designs, which borrows the tessellation technique for design, and the dominant characteristic of geometric abstraction. This study used theoretical research and empirical analysis. First, the study did the theatrical research on Hyojaemunjado based on literature and precedent studies, and then analyzed the style of expression and formativeness on the Shin character paintings through real analysis of Jeju's Hyojaemunjado kept in Jeju National University Museum. Second, based on the analysis of the style(three-tier composition) and formativeness of Hyojaemunjado, it analyzed the formativeness of the iconography about Shin, i.e. character types(semi cursive style, square style) drawn according to the symbolic meaning, palace, unknown flower, pheasant, tile fish and constellation. Based on analysis of the iconography, it stylized the motives that became available on the Archimedean tiling of tessellation, and then developed the textile pattern designs by arranging the iconographic motives with Platonic tiling and Semi-tiling. The reason why this study borrowed tessellation was to create various visual effects using the size of angle, symmetry and change and joint with simple figure.

• The Research Journal of the Costume Culture
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• v.13 no.6 s.59
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• pp.1023-1036
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• 2005

The heightened consumers' interest in health and well-being gave rise to the needs for performance infants' wear, which are made with environmentally-friendly and healthy functional materials. This study intends to compare purchasers and non-purchasers of performance infants' wear in terms of their shopping behavior, shopper and infants' characteristics, and reasons for purchasing or not purchasing performance infants' wear. A total of 241 questionnaires were collected from women with infants less than 4 years old, who are living in the Seoul metropolitan area. Using SPSS 10.0, chi-square, paired t-test, and descriptive statistics were calculated to analyze the data. The results of the study were as follows: First, the purchasers of performance infants' wear shopped more often at department stores and were more likely to buy comparatively high-price products than non-purchasers. Second, for performance infants' wear, non-purchasers considered laundry/care methods and fiber contents more, while purchasers considered colors, design, price, and performance of the products less than for infants' wear in general. Third, in terms of demographic characteristics, significant differences were found for the number of children and the child's birth order. Fourth, the primary reason for buying performance infants' wear was 'health'. The primary reason for not buying was 'too high price' and 'lack of information'. The 'high price compared to its performance' and 'lack of color choice' were among the purchasers complaints about performance infants' wear.

• The International Journal of Costume Culture
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• v.3 no.3
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• pp.201-211
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• 2000

The purpose of this study is to pinpoint currently arising issues concerning cyber fashion mall by analysing present status and contents of its web design, management and planning within the limits o business to customer (B2C) commerce, and to suggest a direction for building an ideal fashion mall on the internet. As for the study method, conceptual definitions were given based on previous studies. And a positive study was implemented, in which the cases of 23 chosen cyber fashion malls among 60 or so domestic and foreign malls selling fashion products were found by internet search engines and analysed. Results of the case analysis of cyber fashion malls are as follows : 1) cybermall must provide customers with an integrated service as well as e-commerce. 2) various products assortment and price differentiation must be developed, 3) the techniques of graphics, coloring and texturing, and layout design must be adopted to process and express product information, 4) the legislative system is needed to deal with the security, and 5) design and management of customer oriented interface are needed to process and express product information matter of electronic payment and customer protection. Considering the issues in internet fashion cybermalls, are suggested the important factors that are necessary or web design, planning and management to build an ideal cyber fashion mall. These results will contribute to the development of fashion e-commerce.

• Journal of the Korean Society of Costume
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• v.37
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• pp.211-230
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• 1998

Advertisements provide consumers with in-formation and knowledge about products and help a society to sustain homogeneity by actively reflecting important characteristics of mass culture. Yet this reflection is a selective and purposeful representation by the party of the fashion manufactures and carries the intention of stimulating and augmenting desire for commodities aiming to perpetuate capitalism. This study understood this selective reflection of mass culture by advertisements as a feature of hegemonic struggle between/fashion business and consumers and defined the values selected by advertisements as ideologies supporting the consumption ideology of capitalism. The purpose of this study was to examine the contents of the ideologies expressed in the clothing advertisements in women's magazines to persuade consumers into consumption. The method of study was mainly qualitative with subsidiary citations from the results of content analysis. The objects of analysis were clothing advertisements in 1996 issues of CeCi and Woman Sense, which were identified as the two most popular women's monthly magazines. The ideologies identified were ideologies concerning (1) Self Identity, (2) Sensibility, (3) Sex Role, (4) Globalism, (5) Youth, (6) Leas-ure and Pleasure. Repeated and insisted as natural and true, there values were proposed to be believed as common senses and studies re-port that values of advertisements are ac-cepted as more readily as they are more unreasonable, and the acts and behaviors expres-sed within advertisements are often imitated in real life situations. Therefore, it is highly probable that these values emphasized within advertisements are enacted in thoughts and behaviors of consumers' real life. Accordingly the author suggests that critical interpretation of advertisements is seriously required to fully understand the commodity ridden post industrial society of today and to lead a subjective life within it.