• Journal of the Korean Society of Costume
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• v.37
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• pp.231-252
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• 1998

Since the costume directly express human mental and emotional status, colors of costume can be valuable data to grasp the spirit of the times. Black is noticeably used in modern fashion and the study for black costume is very useful to understand modern fashion. There-fore the study mainly approaches the black costume, finding its background of appearance and symbolism, reviews the symbolism and formality of black expressed in the field of paint-ing and design beyond the fashion, and compar-es to fashion. The study result of the thesis is as follows ; First, black as a color is a one to light other neighboring colors, while it is a static, con-tractible and outstandigly attractived color. Second, black color traditionally symbolizes death, earth, air, North and inferior level and in the painting, it symbolized death, despair, fantastic world and the expression of pent-up self, while cities have been symbolized in the black printing in modern times. In the design, black has appeared with the industrial society, which symbolizes functionality and modernity. Third, black in the fashion design was symbolized death, sternness simplicity, modernity, sex, resistance and so on. Death became conspicious by a religious factor since the old times, sternness was influenced by Spanish fashion in the 16th century, simplicity by Dutch fashion in the 17th century and modernity by Baudelaire dandyism and Chanel little black dress, while sex and resistance were urged to the modern times by teenage inferior culture and stickiness to sex. Fourth, the formative features of black costume prefer simplicity, tightness and bareness in form, and in material, usually used glancing materials changed by the effect of light, lace, see-through fabric and matte one with depth. As a result, the black color is summarized to symbol death, expression of self and modernity. It is not a color of emotion but of mentality and artificial one against nature. Black color in fashion gets a strong power to express self in the symbolic aspect and draws a higher attention on human body than the fashion itself. By these features, black costume will be continuously prefered in spite of changes of the fashion.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.2
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• pp.232-249
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• 2022

As the postsecondary school-age population continues to decline, the competition among universities to attract potential students has intensified. As an alternative, we propose to introduce a collaborative marketing strategy to universities to gain the attention of precollege students and parents. This study examines perceived fit, the prestige of university and fashion brands, consumption values, and the category of fashion brands in the context of collaboration between university identity and fashion brands. Utilizing an online survey, we collected 391 responses. The results indicate that perceived fit between universities and fashion brands has a significant impact on the purchase intention of collaborative university merchandise. In addition, the prestige of fashion brands plays a key role, while the prestige of universities has no direct effect on purchase intention. However, the indirect effect of university prestige on purchase intention mediated by perceived fit is significant. Also, this study confirms that social value and emotional value have significant impacts on purchase intention. These findings present a guideline for selecting a collaborative partner, which is the most important task in a collaboration strategy. Finally, merchandising strategies reflected consumption values based on precollege students and their parents' needs are proposed.

• Journal of the Korea Convergence Society
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• v.10 no.6
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• pp.121-128
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• 2019

Fashion display is a part of fashion brand marketing strategy. Today, due to the improvement of consumers' aesthetics, consumers' requirements for display and decoration in fashion stores are also increasing. And color design plays an important psychological role in the display. In this study, the color design of the display is taken as the center, and the status quo, emotional characteristics, psychological and physiological functions of the color design of the display are taken care of. After analyzing specific examples through previous studies, the methods and rules of color design are explored on the basis of these studies, and the principles of color matching beauty are studied to prompt the color design that follows in the display. First, there should be some emphasis on the overall color allocation. Second, the structure of the store needs to be considered. Third, we need to emphasize scientific and reasonable color matching sequence. To sum up, judging this research is of positive significance to the later research on color design.

• Journal of the Korean Society of Costume
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• v.66 no.5
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• pp.49-65
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• 2016

This study investigated the effect of emotional appeals on consumers' attitude towards fair trade apparel advertisements, and their intention to purchase those fair trade apparels. The interaction effect of the advertising channel and the mediation effect of perceived consumer effectiveness(PCE) were examined. Four stimuli were manipulated using two types of emotions(positive/negative) and two types of advertising channels(magazine/SNS) were used to analyze consumers' reaction. The results demonstrated the significant differences in attitude towards ads and purchase intention according to the types of emotional appeals used in fair trade apparel ads. However, the interaction effect between the types of emotion and advertising channels was not identified. The results of mediation analysis showed that positive emotion influenced purchase intention directly without forming a favorable attitude towards the ads, whereas negative emotion had no significant influence on attitude towards the ads and purchase intention. The results also identified that PCE mediated between emotion elicited by ads and purchase intention. This study suggests that delivering images and messages that creates positive emotion should be considered when fair trade ads are produced. In addition, fair trade ads need to be devised to enhance PCE by emphasizing that ethical choices of individual consumers can change the working environment of manufacturing countries.

• Fashion & Textile Research Journal
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• v.4 no.1
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• pp.47-55
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• 2002

This paper is to study pertinent consumer evaluations and preferences of fashion depending upon human sensibility. Focus is placed on quantifying consumer's sensibility through the sensibility analysis of men's fashion. The subject are 227 male and female university students of who take the course of "Modern Life and Fashion" and "Understanding of Colors" in the OCU Cyber University. Data has been collected by survey method and subsequently analyzed and interpreted. To measure consumer's consuming sensibility, G-Sensibility tool developed by 'Fuji Central Institute' has been employed. The results of the analysis of ANOVA and MANOVA show significant differences among the following 5 styles: Active style G2, Open-minded style of G-3, Mania style of G4, Sensitive and emotional style of G5. According to ${\chi}^2$ test, the results show that the distinction of sex and their interests in fashion are significant different. The evaluation of men's fashion, according to Multi-dimensional test, shows a variety of differences according gender and G sensibility styles. These varied distinctions are illustrated statistical in Picture 1, Picture 2, Picture 3, Picture 4, Picture 8, and picture 10. Based art the results, a follow-up study to develop the case study and the apply it's results are recommended to produce products placed in the market.

• International Journal of Costume and Fashion
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• v.8 no.2
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• pp.50-64
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• 2008

The purpose of this study is to classify Avatar fashion style through analysis of on-line Avatar Mall and to propose color pallette and fashion contents from fashion color analysis. The literature research focused on investigating the notion, characters and types of Avatar and relation of Avatar and self-image, clothing image and color image. In data research, 4 on-line portal sites Avatar Malls were analyzed and Avatar fashion style was classified. In addition, Avatar clothing color was analyzed. The research of this study are as follows: Firstly, Avatar in the cyber space represents 'me' of the real states. Avatar fashion helps to represent Avatar Image and clothing makes human image and identity as a social sign. Color helps to constitute clothing impression and human image, therefore clothing and color are the important elements to express self-image through Avatar in the cyber space. Secondly, Avatar Malls of 4 on-line portal sites are very similar and confuse Avatar users because of no standard of fashion style classification. Accordingly, the standard of fashion style classification should be made by a fashion expert, and the specific characters of every on-line portal site should be emphasized. Thirdly, as a result of the analysis of Avatar's clothing, the clothing is divided into a real world clothing and an imaginary world clothing. There are daily clothes, uniform, event clothes, story clothes and fantasy clothes. As a result of the color analysis of Avatar clothing, White, Red, Red Purple colors and bright and vivid tone are generally used for Avatar clothing. This study is significant to classify Avatar fashion style systematically, to notify sensitive and delicate users' sign and to make Avatar fashion image emotional and high-quality.

• International Journal of Costume and Fashion
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• v.16 no.1
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• pp.87-107
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• 2016

Small luxury purchase as self-gifting is one of the latest consumer trends in self-gifting. Although this consumption trend continues to grow in various fields, little research has been conducted on related consumer behavior. As such, this study was conducted to empirically investigate the current consumer behavior involved in purchase of small luxury self-gifts. The objectives of this study are to determine the current status of self-gifts markets, identify motives and orientations of self-gifting, and investigate the effects of the motives on self-gifts orientations. A total of 199 respondents were used in data analyses. Regarding motives for self-gifting, four motives - self-comfort, self-reward, anxiety, and showing off - were identified; regarding self-gifting orientations, five factors - rationalization (emotional comfort, product attributes, self-defense, and conformity) and the luxury being within one's spending limit - were identified. The study determined the effects of the motives on the orientations, and the effects of the motives and the orientations on post-purchase consumer reaction. This study conducted an empirical investigation on small luxury self-gifting and moreover, the study determined the motives, orientations, and consequences of self-gifting, which have not yet been explained in the literature.

• The Research Journal of the Costume Culture
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• v.21 no.1
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• pp.66-80
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• 2013

Nomadism means 'divide share' and 'drift where allocated'. The word to express a variety of modern people without being tied to a fixed time and place, constantly moving to new areas and explore the possibility. The progress of this study, first, to research on the conceptual study of Nomadism through Deleuze's theory of art and to organize Nomadism patterns and design paradigms in modern society. Second is to analyze and investigate cases of Nomadism based on the theoretical background in a way to reinterpret to the contemporary fashion, and to suggest the formative characteristics and inherent expressiveness of Nomadism expressed in modern fashion. Theoretical considerations made through the collection data were select from ready-to-wear women's collections 2005 S/S~2013 S/S presented in 'Style.com'. The results of the analysis of the formative characteristics of Nomadism in the $21^{st}$ century fashion are 'mixed expressions of time space and gender', 'pursuit of diversity through self-dismantling', 'clothing systemization of mobile and deformable' and 'temporary amusement, lightness, an expression of the ride rules'. The inherent expressiveness of Nomadism through these types of figurative representation are 'unbounded fashion', 'multi-center, multi-functional' and 'emotional directivity'. As such, philosophy and artistic trends started Nomadism is harmoniously expressed in terms of the design transcending the boundaries of existing stereotypes.

• Journal of Fashion Business
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• v.14 no.5
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• pp.78-92
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• 2010

The culture phenomenon, which the desire of self expression is noticeable and the diversity of gender identity is widely accepted, simply makes a difference in the lifestyle of one human being rather than the dichotomous classification of male and female. Now, the delicate and aesthetic sensitivity classified as the feminine characteristics is no longer the exclusive property of female and this refers to substituting it as a social gender from the concept of biological sex. This phenomenon has influenced on the male culture and is creating various codes according to the cultural gender extended from the gender as a social role. Also, the transition into the western lifestyle has extended the aesthetic emotion to accommodate new codes from the diversification and globalization of lifestyle. The mansumer power, which does not care too much about the money for the emotionally attached items, has enabled various fashion styles. After analyzing the diversified clothing behavior conducted by these people in connection with the social phenomenon, First, this shows the phenomenon of emotional value pursuit that finds pleasure over the clothing as the item of augmented reality is added to the concept of play, in which the real space referred to as garment and virtual space of playing the rock, paper and scissors game meet together within the augmented reality. Second, the convergence concept has enabled the coordination of new style by obscuring the area of design concept and this refers to the changes in design from the development of new items and transformation into double-style details. Third, the divergence that intensively provides specific use/convenience and specialized value shows a change in the fashion market from the phenomenon that admits various gene rations of culture and specifically, takes differently about the recognition of middle-aged males. Fourth, the variety seeking tendency receives attention as the value of future design together with the phenomenon of discriminative value pursuit. In the male fashion, it is linked to the collaboration with the design area and this tells that the fashion with the narcissistic cross-dressing and motto of neutral gender without being sided to male/female is rising.

• Journal of Fashion Business
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• v.16 no.5
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• pp.146-163
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• 2012

This thesis aims to present how to make secure the identity of the brand with enhancing the esthetic expression of the brand and making the ways of emotional communication in variety, through investigating closely the case of Prada representative of the typical brands that have established the unique identity by cooperating the fashion with culture and art through their ingenious and consistent efforts. In the conclusion, the culture and art was found to be applied in two fields i.e. one of design and the other of marketing. In terms of the design, the method of inserting the image into the surface of the clothing and accessories was used. In the context, the illustration techniques, photographic patterns and applying the image of the art piece could be summarized to be used. In terms of marketing, the sponsorship of the art and exhibitions, look books, animations and fashion films, epicenter, the collaboration with the other kinds of enterprise, could be regarded as four ways of the approaches. The innovation and creativity, futuristic hybrid, nonprofit support of the art, the integration and consistency of the image of the arts could be concluded to be four major points defining the characteristics of the Prada renowned for the use of the culture and arts to its property.