• International Journal of Costume and Fashion
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• v.11 no.2
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• pp.13-24
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• 2011

This study explores the opportunities for new market of traditional Korean costumes, Hanbok, following not only the consumer's needs and wants, but marketing trends of fashion industry. This paper is the exploratory consumer research of fusion Hanbok, it aims at examining how consumers wear fusion Hanbok. Study participants were limited to mothers who wore Korean-fusion Hanbok to their baby's first birthday party once or more. A total of 221 respondents completed online questionnaires. The results of this study are as follows. First, regarding the reasons of wearing fusion Hanbok is a beautiful and traditional dress although traditional Hanbok is uncomfortable and inconvenient. Second, the most satisfactory aspect of fusion Hanbok was found to be its design. Satisfaction with the color, size and length was also high. Third, most female consumers in their 20s and 30s have stronger preferences for and intentions of purchasing fusion Hanbok. Some people criticize that as fusion Hanbok is westernized in its designs and materials, it has lost the classical beauty and impression of traditional Hanbok. However, if no one routinely wears Hanbok, Hanbok will never be popularized or globalized. This study suggest that traditional Hanbok should be improved by developing effective merchandising strategies based on consumer needs for traditional Hanbok such as various product assortment and promotion strategies using traditional Korean beauty. So, traditional Hanbok could be retained and succeeded in the future by improving consumers' dissatisfactions of traditional Hanbok and creating the new market of traditional Hanbok in which fusion Hanbok are produced focused on consumers' needs and market environments.

• Fashion & Textile Research Journal
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• v.24 no.2
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• pp.217-228
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• 2022

The growth of the fashionable hanbok market has led to a significant increase in the number of entrepreneurs or prospective entrepreneurs with small hanbok businesses. To develop the hanbok industry, the public sector is developing and providing education and support programs to enhance the competencies of individual hanbok brand entrepreneurs. This study conducted a survey of 213 subjects such as business operators, workers, and prospective workers in the changing hanbok industry. This study investigated their hanbok education experiences as well as future demands for education and public support programs. To explore differences based on individual characteristics, this study measured such characteristics using entrepreneurial orientation as well as the artistic and entrepreneurial competencies important in running a hanbok brand and analyzed the relationship demand for education and public support. Hanbok brand worker characteristics were classified into four groups based on individual characteristics: "traditionalist," "entrepreneur," "opportunist," and "businessman." Differences existed in terms of detailed education experience and demand as well as demand for public support, depending on the group. The results of this study contribute to development of hanbok curriculums that consider individual characteristics, the effective incubation of new and prospective hanbok brand entrepreneurs, as well as the research on founding small-scale fashion businesses.

• Journal of the Korea Fashion and Costume Design Association
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• v.2 no.2
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• pp.55-79
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• 2000

This study is the design research for the practical use of Casual Hanbok. The conclusion of basic research for Casual Hanbok design reads as follows. Today's college women are fairly positive to the practical use of Casual Hanbok. Especially, they are strongly interested in the new design and have the active intention to wear it on actually. The concrete design of every parts of Casual Hanbok which is wanted by college women is as follows. Firstly, college women like well matched two-piece dress style in colors. And they want to decide the coloration independently than to follow the traditional coloration passively. Secondly, according to the design of jacket, sometimes they like the presence of a collar, a collar strip, a gore etc. and at other times they like absence of them. Thirdly, the side line of jacket they like and the seam line of sleeve they like is smoothly curved one and the adjusting means they like is a fancy button. Fourthly, the length of jacket they like reaches to their waist and the width of an armhole they like must be convenient for moving of arm. Fifthly, one out of two college women likes mixed spinning fabrics as material for jacket, skirt, pants. In the other hand, one out of five college women likes cotton. Sixthly, the skirt style they like is A ­line one having from two to four gathers on the waist and the length of skirt they like reaches to their ankle or calf of the leg. Seventhly, the pants style they like is the western style but the hem line of pants is the korean traditional pants style.

• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.4
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• pp.49-62
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• 2020

This research investigates how interest develops across a set of tasks within a course defined by a specific knowledge domain. The current study examined the relationships among self-concept, self-efficacy, Korea-related factors, and evaluation, in the context of learning about the Hanbok costume at Chinese universities. A survey (n=300) was conducted using an online survey website (www.sojump.com) from the 1st to the 25th of June. The structural equation model (SEM) analysis, including total and specific forms of self-evaluation with Hanbok courses, showed that self-concept was positively associated with self-efficacy. Conversely, K-culture interest and K-country image did not significantly affect self-efficacy in clothing, but positively affected Hanbok's self-efficacy. Meanwhile, the more self-efficacy perceived, the higher the level of evaluation. Overall, our findings imply that supporting the students' Korean culture interest, country image perception, and self-concept for regulation can enhance self-evaluation and self-realization success. Theoretical and practical implications for Hanbok courses are discussed.

• The Research Journal of the Costume Culture
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• v.11 no.1
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• pp.75-87
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• 2003

The objectives of this study are to consider the shape for children's Saenghwal Hanbok and to analyze the trend up to date. Conclusions are described as follows: 1. Children's Saenghwal Hanbok was found in magazine about Hanbok from 1994. The design was various, for it was influenced by adult's Saenghwal Hanbok. From 1997, design of children's Saenghwal Hanbok was come to stay in a revival mood. 2. The Jeogori shape for children's Saenghwal Hanbok was as follows: Git was used several traditional git and western color from the initial to the recent period: Dong-Jeong was not attached in the initial period, but mostly attached with its ends sauare from 1997; Seop was not attached or transformed in the initial period, but attached in a traditional way (trapezoid-shaped) or a new way(rectangle-shaped) from 1998. The front was fastened on the right chest; the sleeves wert long or above-elbow or three quarter sleeve; Baerae was a curved shape in the initial period, but changed into a near-straight line with a slight curve; Jin-Dong line was straight for boys, but curve or not to be tot girls; Pocket was attached for boys, not attached for girls.

• Korean Journal of Human Ecology
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• v.15 no.1
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• pp.157-168
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• 2006

This research is to investigate the perception and satisfaction of high school students for Saenghwal Hanbok school uniforms. With this study we will be able to provide useful information for clothing companies as well as schools which are planning to introduce Saenghwal Hanbok as a uniform. The research subjects included 446 high school students of Chungcheong and Gyeonggi areas. The results of this study are as follows: 1. Male students evaluated Saenghwal Hanbok affirmatively in terms of its activity convenience. Female students, on the other hand, thought highly of it in such aspects as modern beauty, aesthetic color, distinction, symmetry, wearability, tidiness, color harmony, color unity, decoration details, and suitability for special occasions as well as modem daily life. 2. The satisfaction with Saenghwal Hanbok as a school uniform stayed, on an average, below a mid-level. It appeared that high schools with long history showed more interest than comparatively newly-established schools. Also, students with obesity liked Saenghwal Hanbok more than normal students. 3. The students' demand for price cut was highest among other demands of Saenghwal Hanbok school uniform. In addition, almost all items including wearability, material, color, activity convenience, and patterns appeared to need more improving.

• Journal of the Korean Society of Costume
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• v.64 no.5
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• pp.154-167
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• 2014

This study explored culture adaptive attitudes and donning practices of traditional dress among Chinese marriage immigrant women. Quantitative research was conducted on Korea-Chinese multicultural families. Participants were 291 married women in Seoul and Gyeonggi Province. The data was analyzed using frequency analysis, factor analysis, t-test and correlation analysis. The findings are as follows: First, positive relationship was found between Hanbok acceptance attitudes and Qipao transmission attitudes. The level of Qipao transmission attitudes was higher than Hanbok acceptance attitudes especially in the part of knowledge. Han Chinese showed stronger Qipao transmission attitudes than Korean Chinese. Immigrants without Korean nationality had stronger Qipao transmission attitudes. Higher education group and higher income group showed higher level both on Hanbok acceptance attitudes and Qipao transmission attitudes. Second, more than 50% of Chinese marriage immigrant women wore Hanbok once or twice per a year. On the other hand, only 24% of them wore Qipao. This result shows that there exists a gap in the Qipao transmission attitudes and donning practices. 44% of women wore both Hanbok and Qipao in their own wedding ceremony, 32% wore only Hanbok, and 19% wore only Qipao. 64% of women had an experience of wearing Hanbok on special days such as traditional holidays or family affairs, whereas only 29% had worn Qipao.

• Journal of the Korean Society of Costume
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• v.60 no.2
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• pp.130-143
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• 2010

Hanbok industry is not based on a consumer-oriented market system, which is related to poor competitiveness in various areas, such as product planning, marketing, and flow of raw materials. The purpose of this paper is to design and conduct an empirical study on important aspects of consumers. experiences and perspectives about Hanbok, and thereby aims to provide much-needed guidance about ways to promote the Hanbok market. Out of 1065 questionnaires distributed, a total of 1039 was returned with responses and used for analyses. The respondent sample included consumers of various background characteristics in their residential areas, age, gender, education levels, and income levels. Cronbach's alpha and a factor analysis were employed for the reliability and the construct validation of the survey instrument. One-way ANOVA associated with post-hoc comparison tests was used to investigate differences across different demographic subgroups of consumers. The results show that consumers generally view Hanbok as one of the formal dresses, worn one or two times per year for traditional events or ceremonies. Consumers tend to show negative opinions about the pricing, and the inconvenience in cleaning and wearing Hanbok. However, consumers think very highly of the aesthetic values, the gracious styles, and the iconic identity of nationalism of Hanbok. This study suggests that Hanbok for modern consumers should be considered as clothing for a ritual, rather than clothing to reconstruct to be fitted to modern daily lives. Hanbok should be promoted as part of up-scaled and differentiated traditional cultures, as clothing that represents and enhances the traditional elegance and beauty unique to the Korean people.

• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.1
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• pp.129-142
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• 2021

This study aims to identify the perception of New-Hanbok one-piece dresses that female consumers have purchased and to analyze the design preference based on design types and brands. Analysis was conducted on New-Hanbok brand websites, and additional research was carried out through a survey of 402 women in their 20s and older. The survey consisted of 36 questions, which were divided into categories including pattern, color, material, and recognition of the one-piece dress. The research results are as follows. First, the preferred design form of the New-Hanbok one-piece dress was long length, medium fit, princess line, round git, rectangular git, regular width git, V neckline, regular width dongjeong, front closing with a wide overlap of the chest are a, narrow goreum, a skirt part with moderate crease spacing and number of pleats, A-line skirt silhouette, long and narrow sleeves, diagonal shoulder line, and a cuff at the end of each sleeve. Second, the preferred colors of the New-Hanbok one-piece dress were bright, neutral, or light and were predominately monochromatic Third, the preferred fabric conveyed a contemporary atmosphere through its print pattern. The most favored fabric material was cotton. Through this study, more systematic design development research should be carried out focusing on the current situation and identifying problems, thereby improving traditional culture.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.3
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• pp.67-77
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• 2012

Hanbok of dolls can be a good medium that can given with value of traditional cultural products, however, it is not easy to see hanbok and its pattern from dolls. Especially for the case of rag doll which is closely related to the life of users, it has enough value as traditional cultural contents, however, there have been not sufficient studies on its pattern development and classification of form of dolls. Therefore, by classifying the body type of dolls by its pose, this study aims to provide a basic data for the development of hanbok pattern. This study looks into the origin and meaning of dolls and the definition and features of rag doll, then, it collected pictures and data rag dolls produced by 29 domestic companies. Through the data collected, the six different types of dolls, 'Sitting Style', 'Standing Style', 'Lying Style', 'Cushion Style', 'Quadruped Sitting Style', 'Quadruped Standing Style', were classified into form. In the future, I hope the result of this study can be used as useful data for toy manufactures and cultural business in relation to development of rag doll and at the same time as a basic data for development of hanbok pattern development of rag dolls as traditional cultural goods.