• Fashion & Textile Research Journal
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• v.21 no.6
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• pp.730-742
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• 2019

This study investigated the influence of the perceived characteristics of AR fashion retail technology on value co-creation and continued use intention. This study also examines the moderating role of technology readiness in the effects of the perceived characteristics of AR fashion retail technology on value co-creation. A total of 241 university students who had experience using AR fashion retail technology completed the questionnaire. The results were as follows. First, there were five factors in the perceived characteristics of AR fashion retail technology: presence, aesthetic attractiveness, ease of use, shopping usefulness, and perceived enjoyment. Second, aesthetic attractiveness, shopping usefulness, and perceived enjoyment had positive impacts on value co-creation. Third, value co-creation had a positive impact on continued use intention of AR retail technology. Fourth, there were significant differences in the effect of aesthetic attractiveness and shopping usefulness on value co-creation by the innovativeness dimension of technology readiness. Fifth, there was a significant difference in the effect of ease of use on value co-creation by the optimism dimension of technology readiness. The results of this study should provide guidance for marketers or retailers interested in the application of AR fashion retail technology in their stores.

• Journal of Distribution Science
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• v.19 no.9
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• pp.101-111
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• 2021

Purpose: This study discusses and discovers the important role of fashion product coolness in affecting consumers' perceived value and consumers' value creation behavior. Accordingly, fashion product coolness exerts a direct effect on perceived value while perceived value has a direct impact on value creation. Besides, fashion product coolness has an indirect effect on value creation through perceived value. Research design, data, and methodology: This study adopts the quantitative research approach by cross-sectional technical on a sample of 319 respondents in Vietnam. PLS-SEM has been used to analyze the survey data. Results: The result indicates that the proposed direct and indirect effects are significant. Specifically, utilitarian "coolness" and hedonic "coolness" have positive impacts on perceived value. The perceived value poses an impact on consumers' value creation behavior, including customer lifetime value and influencer value. Finally, the perceived value links utilitarian "coolness", hedonic "coolness" with customer lifetime value and influencer value. Conclusions: Fashion distribution is playing an increasingly important role in the retail sector of the economy. Fashion distribution activities are greatly influenced by the perceived value of consumers. The findings are supposed to strengthen the beliefs of fashion brands and retailers in the promotion of value creation and consumers' perceived value in the field of fashion distribution.

• Journal of the Korean Society of Clothing and Textiles
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• v.20 no.1
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• pp.197-206
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• 1996

We can see the relationship between Fashion creation and Art through the characteristic of clothings at Fashion Collections such as the round, abstractive motive, optical effect, symetric line, etc. This relationship between Fashion creation and Art brings the affective image and the aesthetic shock to open the door to imagination. Art-related people such as artist, fashion designer share the creativeness, new vision and artistic fever. We can see the link and co- work between art and fashion creation all over the 20th centary. Specially it reached its peak in 1960s when Paco Rabanne, Andra Curreges, Pierre Cardin and Yves Saint-Laurent introduced their works. This study includes not only the influence of the art but also the relationship between the art and fashion creation to analyze the way and the reason of the influence of the art in terms of the form, technique, material and process. Doing this, 1 try to ask and answer the question "through what form and at what situation fashion creation can be considered as an art." The study reaches the conclusion that fashion designer is the creator, technician and transferer if the the art.e the art.

• Journal of Fashion Business
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• v.27 no.4
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• pp.141-162
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• 2023

With the prospect that integrating creative AI in the fashion design field will become more visible, this study considered the case of creative fashion design development through Human-AI Co-creation (HAIC). Methodologically, this research encompasses a literature review and empirical investigations. In the literature review, the fashion design and creative HAIC processes, and the possibilities of integrating AI in fashion design were considered. In the empirical study, based on the case analysis of generating fashion design through HAIC, the HAIC type according to the role and interaction method, and characteristics of humans and AI was considered, and the HAIC process for fashion design was derived. The results of this study are summarized as follows. First, HAIC types in fashion design are divided into four types: AI-driven passive HAIC, human-driven passive HAIC, flexible interaction-based HAIC, and integrated interaction-based value creation HAIC. Second, the stages of the HAIC process for creative fashion design can be broadly divided into semantic data integration, visual ideation, design creation and expansion, design presentation, and design/manufacturing solution and UX platform creation. Third, in fashion design, HAIC contributes to human ability, enhancement of creativity, achievement of efficient workflow, and creation of new values. This research suggests that HAIC has the potential to revolutionize the fashion design industry by facilitating collaboration between humans and AI; consequently, enhancing creativity, and improving the efficiency of the design process. It also offers a framework for understanding the different types of HAIC and the stages involved in the creative fashion design process.

• Journal of the Korea Fashion and Costume Design Association
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• v.21 no.2
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• pp.43-56
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• 2019

The purpose of this study is to analyze the phenomenon of 'play' in contemporary fashion creation from an interactive point of view and to analyze cases in the contemporary fashion design creation process. The research method was a combined literature review and a case study. As a result of the research, we have derived the creations of interactive fashion design from the viewpoint can be categorized as 'play as creativity', 'mimesis', and 'deviance'. First, creativity can be seen in DIY products, customized products, and clothing that reflects the consumer's way of wearing. By actively intervening in the products and expressing their creativity in the product, it can be considered as a DIY creation. Second, mimesis in the creation of a fashion design that occurs when consumers imitate the designs of the famous fashion designers. Often similarity and difference are generated, while sometimes objects are newly constructed. Third, deviance means that an item is reborn with a completely different intention from the original shape and function by the intervention of the 'hacker' consumer. For example, the logo and the design of a luxury brand are transformed to satirize its legitimacy. In this paper, we analyzed the cases of fashion design creation as an interactive play and investigated their characteristics and tendencies.

• Journal of Fashion Business
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• v.10 no.4
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• pp.114-129
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• 2006

This purpose of this study is to research on the influence on the creation of young generation's street fashion of pop stars focused on pop music given the fact that fashion can be created by popular culture in this multi-media era. Also, this study is to provide useful data for the activation of the creation of young fashion culture and the fashion industry through pop stars' fashion. The pop stars' fashion that has affected young street fashion is as follows : Elvis Presley's rock'n'roll style, Beatles' mods style, Janis Joplin's hippy style, Sex Pistols's punk style, Madonna's boy-toy and corset style, Michael Jackson's androgynous style, Puff Daddy and L.L Cool J's hip-hop style, Bob Marley's reggae style, Spice Girls, Jennifer Lopez and Britney Spears's sexy style. The young street fashion culture of pop stars and its industrial meaning withdrawn from the above are as follows : Creation of a fashion icon, Creation of anti-fashion, Liberation of a sex role, Costume play culture, Activation of the young fashion industry through star marketing.

• Fashion & Textile Research Journal
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• v.26 no.2
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• pp.151-165
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• 2024

This study examines the creation method using parody in fashion, which has changed from the first half of the 20th century to the present day, by considering the creation method expressed in art. A literature review and case studies were conducted for this research method. The scope of this case study was to examine designer works that attempted an artistic approach, focusing on contemporary fashion in the 20th century to the present. First, it was found that parody, as a creative method in fashion, creates works that reflect designers' new perspectives or perspectives in the form of variations that vary from time to time. Second, the forms of variation that vary from time to time demonstrate Poire's imitation technique in the modernist era. Imitation and critical parody techniques were used in the postmodern era. In the post-contemporary era, the extended parody-type appropriation and re-transmission techniques were used. Third, when comparing creation techniques using parody in art and fashion by period, it was found that the fashion technique, which followed the creation technique in art, adopted the same method as the art technique, as it approached recently.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.3
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• pp.475-491
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• 2023

New product development (NPD) is crucial for fashion brands as they are required to constantly innovate in product design and technology to remain competitive in the global fashion market. In this study, we investigated the co-creative new fashion product development (NFPD) process to understand its structural characteristics and examined the components of this business model through case studies. Fashion companies frequently collaborate with consumers to create unique and innovative fashion items that both satisfy consumer demand and expand their economic potential. Base on case studied involving consumer participation in NFPD, our study analyzed the structural characteristics of the co-creative NFPD process. Consequently, our investigation identified five key factors of the co-creative NFPD business model: co-value, co-creator, co-activity, co-platform, and co-partner. The co-creation approach established in this study will help advance research on new fashion strategies and provide foundational information for Korean fashion companies that are facing an increasingly competitive global market, thus making a significant contribution to the literature.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.148-163
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• 2024

With the digitalization of production and consumption environments, consumers are no longer merely targets of marketing, but key players in creating value jointly with companies by participating in various decision-making processes. Much virtual content in particular, such as fashion shows, exhibitions, games, social activities, and shopping, which fashion brands implement in virtual worlds, cannot be completed without consumers' active engagement and interaction. Thus, this study considers consumers' participation in virtual content provided by fashion brands as value co-creation in virtual worlds. This study aims to examine how consumer (i.e., consumer smartness) and fashion firm (i.e., perceived intellectual capital) factors influence value co-creation behavior intention in virtual worlds. Data were collected from 410 consumers in their 20s nationwide through an online survey, and a higher-order structural equation modeling analysis was conducted to test the research model. The results showed that both consumer smartness and perceived intellectual capital positively influenced customer participation behavior and citizenship behavior intentions. Specifically, perceived intellectual capital had a greater impact on value co-creation behavior in the virtual world than consumer smartness. The findings provide empirical evidence that the fashion firms' intangible assets and consumers' competence in the digital shopping environment encourage their intentions to co-create value in virtual worlds.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.199-207
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• 2024

Today, AI image creation technology is being expanded and utilized across industries. Accordingly, various AI image creation programs optimized for the fashion industry are being developed and commercialized. In this study, we compared and analyzed the visual characteristics of fashion images created by AI image creation programs such as Playground, Midjourney, and The New Black to identify the characteristics of each program and point out areas where each program can be used and problems. The results are as follows: First, while Playground and Midjourney intuitively applied the contents of the command to create images that were different from actual fashion trends, Dannew Black created images that were relatively similar to fashion trends. Second, while Playground separates or combines images corresponding to the command content, Midjourny tends to create new images by adding and fusing various details. Third, in Playground, colors not included in the command appear randomly, and in The New Black, colors not included in the command appear coordinated, and Midjourney generates the color specified in the command relatively accurately. In conclusion, Midjourney can be used when seeking inspiration for developing unique and creative fashion designs, and The New Black can be helpful in referencing fashion trends or fashion styling. On the other hand, playgrounds can be somewhat confusing when it comes to color creation, so this is something to be careful about. It is expected that AI image creation tools can be used more efficiently in fashion design development.