• 한국의상디자인학회지
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• 제21권2호
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• pp.27-41
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• 2019

This study aimed to investigate the influence of fashion lifestyles and consumption values on the difficulty of discarding unused fashion products. To achieve this purpose, this study surveyed female consumers aged 20s-50s to gain empirical analysis in July 2018. Data were analyzed for 236 subjects who were selected through online and offline sampling. The results were as follows. First, consumers tend to have difficulties discarding unused fashion goods. Consumers that have a higher income tend to have greater difficulty when choosing to discard items. Factors influencing the difficulty in discarding items were emotional attachment, usefulness in the future, economic value, and the lack of organizing skills. Usefulness in the future and the lack of organizing skills are the most significant factors influencing the discarding difficulty. Second, discarding difficulty had a significant relationship with fashion lifestyle, indicating that consumers seeking a fashion lifestyle that purchase more expensive brands tend to have more difficulty when discarding items. Third, each factor had a meaningful relationship with fashion goods consumption values. Those pursuing conspicuous value showed a greater difficulty discarding items due to emotional attachment, economic value, and lack of organizing skills. Pursuance of situational value showed a higher discarding difficulty than economic value factors. Pursuance of practical value showed a higher difficulty than both usefulness in future situations and economic value factors. Pursuance of differentiation value showed a higher discarding difficulty than emotional attachment and usefulness in the future factor. This study will help understanding consumers psychological mechanisms that experience difficulty in terms of the discarding of unused fashion goods.

• 패션비즈니스
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• 제26권1호
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• pp.1-15
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• 2022

Digital transformation has induced changes in human life patterns; consumption patterns are also changing to digitalization. Entering the era of industry 4.0 with the 4th industrial revolution, it is important to pay attention to a new paradigm in the fashion industry, the shift from developer-centered to user-centered in the era of the 3rd industrial revolution. The meaning of storing users' changing life and consumption patterns and analyzing stored big data are linked to consumer sentiment. It is more valuable to read emotions, then develop and distribute products based on them, rather than developer-centered processes that previously started in the fashion market. An AI(Artificial Intelligence) deep learning algorithm that analyzes user emotion big data from user experience(UX) to emotion and uses the analyzed data as a source has become possible. By combining AI technology, the fashion industry can develop various new products and technologies that meet the functional and emotional aspects required by consumers and expect a sustainable user experience structure. This study analyzes clear and useful user experience in the fashion industry to derive the characteristics of AI algorithms that combine emotions and technologies reflecting users' needs and proposes methods that can be used in the fashion industry. The purpose of the study is to utilize information analysis using big data and AI algorithms so that structures that can interact with users and developers can lead to a sustainable ecosystem. Ultimately, it is meaningful to identify the direction of the optimized fashion industry through user experienced emotional fashion technology algorithms.

• 한국의상디자인학회지
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• 제24권3호
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• pp.97-109
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• 2022

The purpose of this study is to examine the structural relationship among the pursuit benefits in clothing materials, the attitude toward natural dyeing products, and the purchase intent among consumers interested in natural dyeing products. For this study, 489 men and women in their 20s to 60s were surveyed, and the data was analyzed using SPSS 23.0 and AMOS 23.0 programs. The findings of the analysis were as follows. First, of the pursuit benefits in clothing materials, function and originality factors had a significant and positive impact on the purchase intent of natural dyeing products. Second, of the pursuit benefit of clothing materials, functions, sustainability, and originality significantly and positively impacted the emotional and cognitive attitude toward natural dyeing products. Third, the emotional and cognitive attitude toward natural dyeing products had a significantly positively impacted the purchase intent. Fourth, in the relationship between the pursuit benefits in clothing materials and the purchase intent of natural dyeing products, the emotional and cognitive attitudes toward natural dyeing products were shown to have partial mediating effects.

• 한국의류학회지
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• 제27권3_4호
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• pp.343-353
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• 2003

In this research, the fashion images, which expressed the same theme during the same season in four different fashion collections, were interpreted as emotional characteristics stemming from different factors according to the emotions and images of the regions where the collections were held. The theme, futurism appeared to be hackneyed and oppressive in Paris fashion which emphasized artistic representation of the theme. And futurism appeared to be expressed to be dazzling, unnatural in London fashion which was innovative and avant-garde. And the New York fashion, which accentuated practical, sportive, and elegant styles created active and graceful image about the futurism and the Milan fashion showed the balanced mixture of the three cities' images above. It is interpreted that our domestic fashion consumers think artistic, formative, original, and emotional images as hackneyed and oppressive. On the other hand, they feel comfortable, cheerful, unaffected and graceful about the images that are functional (rather than artistic), sportive, and moderately elegant. And the innovative and avant-garde images like the ones in London collection seem to make people feel unnatural, dazzled, and even depressed. In short, domestic fashion consumers think that the excessive, innovative, original, and formative fashion images appeared I London and Paris are hackneyed and dark rather than artistic, original, or dynamic. On the contrary, the moderate, practical, sportive and elegant New York images and the Milan's which equally showed the three cities' characteristics are regarded as comfortable, elegant, bright, and positive. This result indicates that the fashion market in certain regions seek shared fashion trends and the difference between the regions reflects the different interpretation of fashion themes.

• 패션비즈니스
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• 제21권5호
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• pp.61-77
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• 2017

Fashion companies are increasingly becoming aware of the importance of Digilog as a response strategy to an emotional stimulus, in order to win the hearts of consumers, because the Digilog provides a new type of emotional value. The features of Digilog found in modern fashion are characterized as follows: first, the "Fashion Image of Hybrid Nature" expresses nature in a new light or reinterprets existing expressions of nature, by using cutting-edge technology based on the psychological desire to return to, adapt with, and harmonize with nature. Second, the "Fashion Image of Nostalgia," which exhibits past forms of regressive fashion, is a fashion code that can be understood as a social trend. It has a digital exterior, with retro materials and old perfumes that reflect psychological comfort, as its expressive medium. Third, the "Lifestyle through the Technique of Interaction" is the sharing of information through consumer participation and delivery, or its interaction. Fourth, the "Fashion Design through the Technique of Customizing" allows consumers to actively participate in the design process. It reflects the consumer's desire to personally design fashion products. Fifth, the "Emotion Sharing through the Technique of Storytelling," which focuses on intangible values, is based on the sentiment of communication between the consumer and the brand, thereby satisfying the inner values as well as the aesthetic demands of consumers. This study confirmed that digital fashion, which uses digital technology based on analog sentiments, has opened up a new environment for fashion culture and has also widened the boundaries of fashion.

• 유통과학연구
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• 제11권11호
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• pp.19-32
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• 2013

Purpose - This study examines the effects of art marketing management of the marketing mix in fashion, focusing on the cases of the leading global fashion brands in art marketing management. Research Design, Data, and Methodology - This study was implemented using the content analysis method. Criteria, including product differentiation, promotion strategies, store strategies, and social contributions, were based on previous research, brand promotional references, and critical reviews in newspapers or professional magazines for various cases of art marketing management by fashion brands. Results - To achieve product differentiation, art marketing management has borrowed images from artworks, and employed parodies and collaboration with artists; this has facilitated the pleasure derived from utilizing the artistic value of products. Promotion strategies were integrated with art performances, advertisements, and runway shows. Store strategies developed emotional feelings and a longing for brands among consumers. Reputational marketing of the social contributions made by corporations elevated the corporate brand image perceived by consumers. Conclusions - This study's findings revealed that consumers can derive emotional satisfaction through art marketing that seeks to profit effectively by stimulating consumers' emotions. From an economic perspective, a convergence of art and marketing plays an important role in profit-making and satisfying consumers' emotions.

• 복식문화연구
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• 제17권4호
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• pp.653-662
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• 2009

The past Romanticism, which emphasized loveful, womanish property, has changed into new-concept Romanticism as it was harmonized with various emotional cultures and trends in the 21st century. New-concept romanticism is found in various fields ranging from personality, diversity and discrimination to emotion. It is appearing as a new style searching for taste as it is mixed and matched with other fields. In fashion, Romanticism and mix-and-match trend provide womanish feeling through the match with romantic chiffon, high-waisted pants and cashmere cardigan and show modern emotion through vest and short blazer. Therefore, it is necessary to reconsider the method to analyze and express fashion emotion style on the basis of mix-and-match trend of Romanticism. The purpose of this study is to analyze how Romanticism is expressed in the mix and match with other emotional style, predict direction of Romanticism style and establish the ground to find changing fashion trend accurately. The researcher expects that design development will be focused on the fashion, which is more various and characteristic and search for convenient, healthy life, on the basis of the analysis on mix and match shown in Romanticism fashion of the study. The researcher tried to provide the base of design development and assist design activation by using mix and match, which can create various new styles, accurately and understanding and predicting the fashion trend of the 21st century.

• 패션비즈니스
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• 제28권1호
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• pp.51-67
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• 2024

Recently, as the "Kidult" culture has become the culture of life, the vintage fashion doll market is rapidly emerging. This change, coupled with a tendency to cherish childhood memories among adults, shows a phenomenon that vintage dolls are gaining popularity. This study explored the possibility of creative fashion doll clothing design, aiming to satisfy consumers' more diverse and unique emotional needs and provide new perspectives and inspiration to the doll fashion industry and the fashion doll industry. Therefore, this study attempted to propose a fashion doll costume design using the Y2K fashion style that is currently popular. Based on publications and prior research considerations, the Y2K fashion style could be categorized into four main styles: 'Future Technology', 'The Matrix', 'Millennium Spice Girl', and 'Harajuku'. Based on characteristics of these four styles, this study designed and produced eight stylish doll costumes incorporating the Y2K style under themes of 'Ex Machina', 'Digital Warrior', 'Rebelious Sugar', and 'Harajuku Dopamine'. This can inspire fashion doll costume design and production based on trendy styles. This study can be a useful foundation for presenting more diverse directions for fashion doll costume design.

• 한국의류산업학회지
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• 제23권5호
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• pp.586-597
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• 2021

Personalized product recommendation service is receiving attention as a new marketing strategy while supporting consumer information search and purchasing decisions. This study attempted to verify the effect of self-reference on service use behavior through the dual path of cognitive attitude and emotional attachment. Using convenience sampling, an online survey was conducted with 324 women who were in their 20s and 30s. After collecting and compiling the survey data, the reliability and validity of variables constituting the conceptual research model were verified through confirmatory factor analysis using AMOS 22.0. Next, the significance of sequentially mediated pathways was verified using Process 3.5 Model 80. The results showed that self-referencing not only significantly affects service use intention by simply mediating cognitive attitudes but also sequentially mediates cognitive attitudes and additional information search. Furthermore, self-referencing was significant as an indirect path to service use intention by mediating additional information search. However, in the path mediated by emotional attachment, self-referencing was considered as a simple mediated path leading to service usage intention. These results indicate a dual path in the psychological mechanism, through cognitive and emotional evaluation, that prompts consumer behavioral responses to the personalized product information provided in the shopping process.

• 패션비즈니스
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• 제16권5호
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• pp.114-129
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• 2012

The purpose of this study is to analyze the effects of consumer's need for uniqueness, whether or not using ALPHA-NUMERIC Brand Name and types of fashion goods upon the consumer's attitude. The experimental design of this study is three-ways complex factors design of 2 (Consumer's Need for Uniqueness : High vs Law) ${\times}$ 2 (Whether or not to use ALPHA-NUMERIC Brand Name : Used brand vs Non-used brand) ${\times}$ 2 (Types of fashion goods: Rational fashion goods vs Emotional fashion goods) The conclusions are as follows. 1. The interaction effect upon a favorite level according to consumer's need for uniqueness, whether or not using ALPHA-NUMERIC brand name and types of fashion goods upon the consumer's attitude is proven significant. For the group where customer's need for uniqueness is low, when ALPHA-NUMERIC brand name is not used, the favorableness of rational fashion good, a parka is lower than that of emotional fashion good, one-piece dress. However, there is no significant difference in favorableness by types of fashion goods when ALPHA-NUMERIC brand name is used. At the group with high need for uniqueness, while there is no significant difference in favorableness when ALPHA-NUMERIC brand name is not used, the favorableness of parka is higher than that of one-piece dress when ALPHA-NUMERIC brand name is used. 2. The interaction effects upon purchase intention according to consumer's need for uniqueness, whether or not using ALPHA-NUMERIC brand name and types of fashion goods are proven significant. For the group where customer's need for uniqueness is low, there is no significant different in the favorableness whether or not ALPHA-NUMERIC brand name is used. On the other hand, the group with high need for uniqueness, if ALPHA-NUMERIC brand name is used, the intention to purchase parka is higher than the intention to purchase one-piece dress.