• The Research Journal of the Costume Culture
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• v.21 no.2
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• pp.206-219
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• 2013

In this study, it is explored how fashion brand slogans are categorized by linguistic characteristics and which linguistic characteristic is effective to improve consumer responses. Only 28% out of 1,346 fashion brands that are investigated are using slogans. Sportswear and men's wear are two product categories more often adopting slogans. A total of 11,113 consumers participated in the experimental study to evaluate slogan characteristics (familiarity, understandability, newness, pleasure), slogan attitude, and brand recall of 30 slogan-brand sets that were categorized by Park's 10 linguistic characteristics. In findings, slogans generating positive attitudes toward slogans and a good rate of brand recall tend to have no brand name in slogan, be written in the second-person view, include a futuristic message, and have information weighted on specialties. Slogan typology suggested based on results may be used for the future research as a basic guideline for the research on fashion brand slogans.

• The Research Journal of the Costume Culture
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• v.29 no.1
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• pp.121-133
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• 2021

The purpose of this study was to investigate brand slognas that are effective in explaining how brand identity affects consumers. The effect of congruity between brand slogan and self-image (low and high) on attitude to slogans and brands were anaylzed. The moderating effect of self-monitoring (low and high) was also investigated. Survey data from 177 people in their 20s-30s were analyzed through descriptive statistics, exploratory factor analysis, and two-way ANOVA. First, congruity between slogan and self-image had a positive effect on both slogan and brand attitude. In other words, the higher the congruity between slogan and self-image, the more positive the attitude toward the slogan and brand. Second, no interactive effect was found in congruity between slogan and self-image and self-monitoring on slogan attitude; however it was identified for brand attitude. Again, in a group with high congruity between slogan and self-image, attitude toward the brand was more positive when self-monitoring was higher than when it was low. In conclusion, brand slogans that can represent the self-image of highly self-monitoring consumers are effective. In particular, this is meaningful as it has revealed its relationship with the impact of identity self-image congruity and self-monitoring on brand attitudes in fashion brands. These results offer meaningful guidance in determining brand slogans according to consumers' personal characteristics.

• The Research Journal of the Costume Culture
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• v.21 no.3
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• pp.338-347
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• 2013

In this study, it was explored a research model consisting of slogan attitude, brand familiarity, brand attitude, brand recall, and product category recall of retailers. Experimental research was conducted with 3,028 males and females in their 20's to 40's using stimuli of 10 slogan-brand sets from various types of retailers. In results, the research model developed based on the literature was confirmed and supported by data. In the model test, all hypotheses were supported. The effects of slogan attitude and brand familiarity on brand attitude were confirmed. Also, brand familiarity affected brand recall. Category recall was predicted by brand attitude and brand recall. As consumers have better attitude toward slogans, they tend to have better attitude toward the brand. As consumers are more familiar with the brand, they are likely to better recall brands when they are exposed to the slogan. As consumers have better attitude toward brand and better recall the brand, they tend to better recall the business category when they see the slogan. Study findings may help marketers to develop better strategies for slogan use by considering diverse variables related to consumer responses toward slogan attitudes.

• Journal of Fashion Business
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• v.22 no.6
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• pp.115-130
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• 2018

This study looked at how New Zealand's national brand is expressed in fashion design. In other words, the objective of this study was to offer a research methodology about the process that the conceptual national brand materializes through design. The method used in this research was the review of previous literature and research reports for New Zealand national branding. A direct market survey on the characteristics of fashion brands in each travel destination was conducted from February 2017 to February 2018. New Zealand announced its slogan for the national brand '100% pure New Zealand' in 1999, and in 2003 it announced the slogan 'new thinking New Zealand' with the value of 'newness' and 'innovation'. It also has 'Maori branding'. The study found that the three slogans had a consistent link from keywords to associated visual images. The above results were compared to the reminiscent visual images extracted from the website contents of the fashion brand. Then, using a t-shirt as an item, the t-shirt corresponding to each group was classified, and the design element analyzed. As a result, the four groups showed images of 'New Zealand ecology image', 'ethnic & Kiwiana image', 'nostalgic travel image' and 'pop image'.

• The Research Journal of the Costume Culture
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• v.19 no.5
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• pp.917-928
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• 2011

The hot-wave of campaign for fashion brands has itself become a fashion trend now. In order to participate in this popular trend, every brand has launched a new campaign of developing T-shirts each season with a social issue as the design concept. Such a campaign plan is related to the brand's image-making. Each brand has its own slogan based on various themes related to social issues. Since the environment is the hottest social issue these days, most campaigns' T-shirts also focus on the image of environmental-friendliness. The purpose of this study is to elucidate environmentally-friendly fashion culture in daily life so that "environmental-friendliness" would be positively cognized by people in everyday life. For that, the design of these T-shirts following the environmental campaign will be developed and their utilization potential will be clarified. The detail contents of the study are as follow. First, the meaning of the environmental campaign and trends of environmental campaigns in Korea and overseas will be explored in order to identify their theoretical contents. Second, the environmental campaigns will be classified by case. Analysis of the expression and characteristic of each case will determine the utilization plan. Third, design directions will be suggested based on the characteristics produced from the case study. As the study conclusion, five environmental campaign T-shirts will be produced.

• Journal of the Korean Society of Costume
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• v.54 no.2
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• pp.135-148
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• 2004

The purpose of this thesis is to examine how typography, which has become apparent in many areas of modern society, is expressed, portrayed and how its value, function and significance in fashion can be understood. In order to undertake this study, the concept of typography was examined in detail, the verbal and formative function of typography carefully considered, and the different types of typography were analyzed and categorized in to the below areas : - Typography for the increasing of brand logo recognition - Typography as a social slogan - Typography for the increasing of collective belongingness - Typography as an image - Typography as a symbol. As a result, the typography plays an important role of a verbal tool in modern fashion design. Through typography, fashion was able to explain in much detail the overstatement of society criticizing character and functionality of information conveyance. However, the role of typography will continue to change and evolve according to the constant changes of fashion

• Fashion & Textile Research Journal
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• v.16 no.4
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• pp.511-519
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• 2014

The aim of this study is to develop fashion cultural product designs in order to promote the Iksan region by using motifs from the Mireuksaji, Iksan's most representative archeological site of Baekje culture. The fashion cultural products designs developed by applying cultural resources can be effective at enhancing our cultural identity. Adobe Illustrator CS4 and Adobe Photoshop CS4 were used to reconstruct motifs from the Sumakse tiles and the bronze horse figure in the Mireuksaji Museum. The Iksan brand slogan "Amazing Iksan" was combined with the bronze horse to emphasize the local cultural identity. The motifs from the Mireuksaji were modified and stylized to make different patterns and these patterns were repeated in various ways to be applied to necktie and scarf designs. The motifs for necktie designs were double-row chrysanthemum tiles and phoenix tiles, and the motifs for scarf designs were the double-row lotus tiles and the bronze horse artifacts. Different colorways were chosen and the value of each color was displayed in the CMYK percentages. As a result, eight necktie designs and twelve scarf designs were proposed. The motifs and patterns developed in this study can be used to introduce Iksan's distinct history as the birthplace of Baekje culture. It is also expected that the result of this study can advance the promotion of Korean traditional culture internationally.

• The Research Journal of the Costume Culture
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• v.30 no.1
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• pp.33-49
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• 2022

The purpose of this study is to analyze the expressive elements and techniques of graffiti appearing in the Moschino collection by Jeremy Scott. A theoretical examination of graffiti art and Moschino's creative designer Jeremy Scott was conducted using previous studies and publications. Accordingly, keywords about the expressive elements and techniques of graffiti and Moschino were identified, as follows: expressive elements of 'message (slogan)', 'symbolized letters or forms', 'logo and brand symbol', 'graffiti (scribbles)', 'child-like elements', 'daily element's and expressive techniques of 'using primary colors (color contrast)', 'deformation', 'distortion', 'exaggeration', 'illusion (trompe l'oeil)', 'collage (repetition)', 'simplification (flattening)', and 'borrowing heterogeneous objects'. These keywords were then used to analyze Moschino's collection, comprising seven years of Moschino's collection photographs officially recorded in the fashion magazine Vogue, ranging from the 2014 F/W to 2020 F/W collections. A total of 761 photos were initially collected, from which 561 were selected by the researcher. Expressive characteristics of graffiti in Moschino's collection were analyzed, and identified in the following categories: 'child-like playfulness', 'commercial satire', 'using daily elements', and 'borrowing non-representative techniques'. Accordingly, it was confirmed that expressive characteristics of graffiti were found in the Moschino collection by Jeremy Scott. This study anticipates the possibility of various interpretations from which fashion that communicates closely with contemporary art can be understood.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.11
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• pp.1410-1420
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• 2005

The purpose of this study was to analyze characteristics of effective expression on T-shirts pattern by peirce's semiotic theory. The methods of this study was to analyze 721 T-shirts patterns in designer's collection from 2000 to 2004. The results of this study were as follows: First of all, iconic expression showed high frequency after 2000. Characteristics of effective expression were as follows: In geometric expression, repetition was presented as a symbolic sign by regular proportion and rule of dot, line, plane, irregularity, mixture of irregular dot, line, plane. Mixed expression was presented as a iconic and symbolic sign by collage, mixture of dot, line, plane, icon and letter. In iconic expression, simplification of iconic sigrl was presented as a iconic sign by simplification of form, color, texture, realistic expression using digital as a iconic sign, and symbolic face, body as a symbolic sign. Pop art's expression was presented as a iconic sign by a cartoon and commercial character and illusion was presented as a iconic sign. In letter's expression, brand logo was presented as a symbolic sign by transformation of letter's design, a symbolic sign of numeral by transformation of size, thickness, form, color. Symbolic message phrase was presented by slogan, fashion trend, brand image, descriptive indication message as a index sign by using icon or singleness. In conclusion, characteristics of effective expression on T-shirts pattern will present not only the theoretical foundation to raise the value added, but also the information about beauty sense of times, political and social value.