• 한국의류학회지
• /
• 제40권2호
• /
• pp.315-329
• /
• 2016

The $21^{st}$ century is the age when the revolution of digital technology enables two-way communication and when emotional values are emphasized. Thus, it exerts influence on the fashion industry and fashion communication. Along with fashion shows, advertising and displays, many fashion brands have increased the use of fashion films. For that reason, this study examines the characteristics of fashion films made by fashion brands, based on the frame work of persuasion communication. For the research, literature reviews and internet website research were done and films of Chanel, Prada, Kenzo and Alexander Wang were analyzed. The definition and types of fashion films were redefined as terminology varied throughout previous studies prior to analyzing each case. As a result, a fashion film would be redefined as 'a digital image which a fashion brand publishes to consumers for the promotion of brand comprehension'. Also, five fashion film types, 'short film', 'campaign film', 'animation film', 'brand film' and 'show film' were redefined. The analysis provided three communication characteristics: reliability, engagement and intuition. First, reliability is attained when a fashion brand (sender) delivers brand message to consumers (receiver) consistently and unitedly. Second, engagement is attained when the type of fashion film (channel) delivers creative image features such as format, music, video technique to attract consumers' interest. Lastly, intuition is attained when a fashion brand (sender) delivers a message akin to brand identity and deepens consumers' understanding. In addition, this study tried to identify the unique usage tendency of brands that could serve as practice guidelines for other fashion brands.

• 복식
• /
• 제66권7호
• /
• pp.1-16
• /
• 2016

The purpose of this study was to examine the characteristics of conspicuous kids fashion and its intrinsic meaning as the popular trends of luxury product consumption expand into the area of kids' fashion. For methodologies, literature study was conducted along with empirical study. The literature study was based on various literatures and preceding studies, including books. The empirical materials used the internet photos, overseas kids fashion magazines, and free newspapers available on the basis of membership targeting the upper class. Conspicuous kids fashion refers to imported luxury kids brands, which signify higher status of the wearer due to the high prices and high quality. These brands were thrust into limelight amid the Wanna-Be Phenomenon, which resulted from the emergence of kids' fashion icons. Imported luxury brands launched the products in the form of brand line extensions. It promoted exhibition of vicarious consumption to show off the wealth and social prestige of parents. It came into prominence due to emotional consumption among kitty moms. Moreover, this study examined the intrinsic meaning of conspicuous kids fashion. The results showed components of conspicuous kids fashion, which was classified into the emphasis on outward appearance, consumption for vicarious satisfaction, inheritance of cultural capital, and network configuration.

• 복식문화연구
• /
• 제19권6호
• /
• pp.1133-1149
• /
• 2011

The major aim of this study was to find out that the relation between consumers value and experience quality toward purchase intention in addition to the influence of the consumers value and experience quality on the effects of scarcity message types collaboration using limited edition in global SPA brand. As a result of an empirical analysis, it shows that consumers value and experience quality are co-related to the intention of purchase, especially, brand familiarity and reputation influenced scarcity valuation in the affirmative and both emotional value and epistemic value influenced the intention of purchase under scarcity message. The moderating effect of consumers value and experience quality however, turns out to be not significant although its effect is directionally supported that is purchase intention was high when scarcity message is shown. Moreover, emotional epistemic group was influenced by scarcity message so we found that consumers value is changed to emotional with subjective. This result indicates that we need the scarcity message type reflecting the characteristics of consumers value and experience quality to increase customer's purchase intention.

• 한국의상디자인학회지
• /
• 제18권2호
• /
• pp.145-159
• /
• 2016

This study developed the learning criteria for Science, Technology, Engineering, Arts & Mathematics to establish the theoretical background of the education pursued by STEAM. The learning criteria was developed on a basis of 6 kinds of Technology Home Economics textbooks by 2009 Amended Curriculum, and the factors of STEAM were extracted according to related contents. From the results of this study, the unit 'Dress and Self-expression' assimilated T.E.A.M with learning related to clothing psychology, consumer behavior, fashion design, and Korean fashion. The unit 'eco-friendly clothing and fixing clothes' was found to assimilate S.T.E.A.M. with learning related to clothes science and dress structure. Accordingly we can understand this unit also consists of the S. T. E. A. M assimilation such as clothes science, fashion marketing, dress structure, dress aesthetics, design and so on. Both units 'dress and self-expression' and 'eco-friendly clothing and fixing clothes' were found to consist of suggesting situations, creative planning and emotional experience following the learning criteria of STEAM. Therefore, these units will be the basic material for developing STEAM programs centering upon 'Home Economics' among the curriculum.

• 패션비즈니스
• /
• 제25권1호
• /
• pp.1-15
• /
• 2021

Consumption value has widened, not only in functional but also aesthetic aspects, and consumers have started to find products that are more individual and emotional. The pattern of natural motifs meets the needs of consumers, and the marble is also widely used in patterns as one of the natural motifs. In this study, we analyzed many fashion items and other products with marble patterns based on the elements of CMF design, which are important points in merchandise design. For research, data on marble and its patterns have been found in professional books about marble. Foreign and domestic cases were investigated from well-known design exhibitions. Results of the study demonstrate the potential for pattern representation that stimulates consumers' senses by using color or material to express a variety of visual patterns, and using many finishing methods to express textured patterns. However, most of the domestic cases have only imitated the visual features of marble patterns, and very few have expanded the scope of the use of the patterns. A domestic research study was conducted only on the chemical features of marble, while research on the color and design of the visual aspects has been conducted passively. Therefore, This study will attribute designers to come up with creative pattern design and secure many consumers. Above all, we hope that the expansion of material representations will help designers break away from today's stereotypes of the characteristics of the materials and emotional expression.

• 한국의류산업학회지
• /
• 제21권4호
• /
• pp.390-400
• /
• 2019

A major factor in making current hospital gowns is how to manage patients from the standpoint of hospitals. This shows that hospital gowns have not been considered as an apparel for a specific purpose with a design that considers the psychological composure of patients. This study, along with a meticulous analysis of the pattern design of domestic hospital gown suggests a design philosophy that can be of emotional help to patients. The analysis of hospital gowns in terms of motif is that the corporate identity of the hospital in question, along with the lettering symbolizing the hospital is conspicuous. The motif shown in the pattern also has a brightness contrast and two-way pattern. This study suggests hospital gown patterns as follows. First, on the basis of color dynamics, utilize repetition arrangement, camaieu arrangement and faux camaieu arrangement. Second, make use of warm colors in order to enhance trust between patients and medical staff. Last, use green color as a dominant color for the hospital to be felt of as a convenient space. Utilizing these three factors in the future design of hospital gowns will assist in the development of new hospital gowns that render a psychological composure.

• 복식
• /
• 제62권1호
• /
• pp.137-151
• /
• 2012

The purpose of this study was to examine how recently fashion brands tried to design Facebook contents for their promotion strategies, and how to encourage customer's empathy and participation for communication content. For this study, 17 domestic and foreign fashion brand facebook contents were analyzed. The results of the study were as follows. First, fashion brands provided product information through various methods such as the Facebook fan styling pictures contest which attracted voluntary participation from fans, an emotional product introduction video with effective storytelling techniques, and pictures and videos of a new season collection that were always viewable and able to be evaluated. Secondly, Facebook contents of brand promotion that contributed to the brand image and loyalty formation were identified. Fashion brands encouraged their fans to be involved in socially-oriented marketing and brand community. Moreover, telling the story of the brand history and brand management enhanced brand involvement of fans. Finally, fashion brands communicated actively with their fans providing information that aroused their interest. They gave tips on how to improve the quality of life, provided useful applications that offered various benefits in everyday life. Based on this result, implications of Facebook contents management as a promotion strategy were further discussed.

• 디지털융복합연구
• /
• 제20권1호
• /
• pp.265-275
• /
• 2022

본 연구의 목적은 최근 여성 패션 컬렉션에 나타난 밀리터리 룩의 전환적 디자인 발상 사례를 분석하여 유형화하고 특성을 도출하는 것이다. 연구 방법은 밀리터리 룩에 관한 이론적 고찰과 패션 컬렉션 사례 분석의 순서로 진행하였다. 연구 결과는 사례 분석을 통해 총 6개의 전환적 디자인 발상 유형으로 분류되었다. 디자인의 구조 변화로 탈중심 유형, 확장과 축소의 유형, 소재 전체 변화, 혹은 일부 소재의 전환, 마지막으로 스타일링에 해당하는 이질적 조화와 유기적 결합에 따른 유형이다. 분류된 유형을 분석한 결과 총 3개의 특성이 도출되었는데, 첫째 구조적 요소의 재구성, 둘째 믹스매치의 매터리얼 확장, 셋째 스타일링의 감성적 융합이다. 뉴 밀리터리 룩의 전환적 발상 유형 연구를 통해 창의적인 디자인 발전의 원동력이 되며, 패션디자인 전반에 걸친 시대적 현황과 변화를 읽을 수 있는 기초 연구가 되기를 바란다.

• 한국의류산업학회지
• /
• 제13권6호
• /
• pp.952-958
• /
• 2011

The primary purposes of this study were to investigate on effect of consumer's participation on their emotional response, service quality perception and revisiting intention in the beauty service field. The data were collected from 385 customers of beauty salons in Busan area, Gimhae area in Kyongnam and Daegu area. It was analyzed by frequency analysis, factor analysis, reliability analysis, and path analysis. The results were as follows: First, consumer was experienced positive emotion toward their participation of service offering course. Second, there were significant influence their participation on their service quality perception. And in the case mediating emotional response, their were more influence. Finally, consumer was perceived positively service quality when they was experienced positively emotion in service field during service offering course. And they had revisiting intention when they was perceived service quality excellently.

• 한국의류산업학회지
• /
• 제24권6호
• /
• pp.744-755
• /
• 2022

This study sought to verify the shopping values that tourists pursue by purchasing at travel destinations based on tourists' motivation and identify the effects of these values on the types of fashion items preferred by tourists. Furthermore, this study verified the tourist shopping behavior of three Asian countries-Korea, China, and Japan-from a cross-cultural perspective. To obtain a sample that represents tourist shoppers in each country, a survey was conducted on adult men and women in their 20s to 60s, and 986 subjects were collected: 300 Koreans, 385 Chinese, and 301 Japanese. Factor analysis, structural equation modeling, and multigroup SEM were performed on the collected data using SPSS Statistics and AMOS. Based on escaping-seeking theory, tourist intentions were divided into escaping and seeking motivations, and tourist shopping values were divided into functional, emotional, and social. The shopping items were divided into materials and experiential goods to understand the difference between the types preferred by tourists according to the perceived value. In addition, differences in tourist shopping behaviors according to the three nationalities were identified. The findings illustrate that the escaping motive affects emotional and social values, whereas the seeking motive affects all three. Moreover, it was confirmed that functional and emotional values affect preference for material and experiential goods, but social value only affects preference for material goods. For the cross-cultural study, differences in tourist shopping behavior according to nationality were identified.