• Journal of the Korean Society of Costume
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• v.65 no.8
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• pp.1-21
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• 2015

The purpose of this study is to investigate the self-image of men and the characteristics of their fashion styles, as they are fast becoming an influential consumer group. Men in the thirties and forties who had a higher-than-average interest in fashion were surveyed online and the results from this study are as follows. In terms of variations of self-image connected to situations, we found that there were strong relationships between the preference of the "charming & romantic" image to private meet-ups with acquaintances, "intelligent & classy" to official events, "rational & realistic" to everyday work in an official setting, and "modest & ordinary" to complex situations including family occasions and customary events. Those who aimed for "urban refinement - sensitive" appeal also preferred a "charming & romantic" self-image, while pursuing a "classic & modern" fashion style for official settings and a "gentle & charming" style in private settings. Those who aimed for "stable elegance - intelligent" youth" image preferred the "intelligent & classy" image, while pursuing a "stable & intelligent" fashion style in official settings, and an "intelligent yet active & young" style in private settings. Those who aimed for "rational practicality - comfortable activity" image preferred a "rational & realistic" self-image, while pursuing a "rational & practical" fashion style in official settings, and a "comfortable & active" style in private settings. Those who aimed for "ordinary modesty - plain simplicity"preferred a modest and ordinary self-image, while pursuing an ordinary fashion style, and a simple style in private settings. The various situational assessments used in this study to analyze the fashion-related circumstances for male consumers can be utilized in upcoming studies, and can be an effective indicator of situational consumer preferences in terms of men's fashion marketing and product planning strategies.

• Journal of Fashion Business
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• v.6 no.1
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• pp.1-19
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• 2002

The purpose of this study was to suggest the most appropriate design concepts for sportive fashion product based on the analysis of consumers' acceptance of the recent sportive fashion trends according to their lifestyle. The subjects consisted of 295 males and females, between 17 and 35 year-old. A self-report questionnaire with 4 stimuli was employed for data gathering, and the data were analyzed by the methods of frequency, factor analysis, cluster analysis, and Pearson's correlation coefficient. The results of this study were summarized as follows: For the First, the recent sportive fashion trends were categorized into four groups; 'street- sportive' trend, 'futuristic-sportive' trend, 'ethnic-sportive' trend and 'urban-utility sportive' trend. Secondly, based on the result of cluster analysis on consumers' lifestyle, total four consumer groups were identified; 'pursuing sense' group, 'pursuing culture' group, 'pursuing utility' group, and 'indifference' group. Thirdly, the consumers relatively preferred two sportive styles among the four groups, typically representing 'urban-utility' trend and 'street' trend. The typical 'urban-utility' style was particularly preferred by the consumers who desired to express themselves as urban, modern, and luxurious. The typical 'street' style was preferred by the consumers who tried to express themselves as active and fashionable. Finally, preferences of the sportive trends according to consumers' lifestyle were interpreted as follows: the 'pursuing sense' group relatively preferred 'urbanutility' style and 'street' style, the 'pursuing culture' group preferred 'street' style and the 'pursuing utility' group preferred 'urban-utility' style, meaningwhile the 'indifference' group preferred 'street' style and 'urban- utility' style.

• Journal of the Korean Society of Costume
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• v.66 no.7
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• pp.50-68
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• 2016

The objectives of this study are to identify the self-image and preferred fashion styles that Korean career women seek in different daily situations, and to propose a positioning map in accords with the findings. The study conducted a survey and in-depth interviews. The study used twenty items of self-image adjectives extracted from existing studies, and eighteen fashion style stimuli collected by examining women's wear brands. The study surveyed 329 career women. Their daily situation was classified into five situations; external meeting and presentation, ordinary work, wedding and family gathering, blind date or date, and meeting with friends and acquaintances. The analysis results of this study showed that self-image and fashion style preferences are relevant to daily situation. The image most sought in external meetings and presentation was the 'Elegant' image, and the image most sought in meetings with friends and acquaintances was the 'active' image. Women on dates or blind dates sought the 'feminine' image the most, however they preferred to avoid this image during external meetings and presentations. Among fashion styles, the 'elegant/classic' style was most preferred, and the 'sexy/avant-garde' style had the lowest preference among all the styles. 'Mannish' was preferred in ordinary work and meeting with friends and acquaintances, however, it was shown as having the lowest preference level in blind dates or dates. The 'romantic/natural' style was highly preferred in meeting with friends and acquaintances, however it had a low level of preference for external meetings and presentations. This study has significance in providing practical information to utilize in fashion industry by identifying the relationship between self-image and preferred fashion style sought by career women according to daily situation, and using the results to propose a positioning map.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.2
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• pp.357-370
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• 2010

This study presents the basic resources for the enhancement of the competitiveness of the Korean fashion brands in the Chinese fashion market. They are composed of the differences and common points of clothing styles in Seoul, Beijing, and Shanghai, by analyzing the style comparatively. The research was performed by taking pictures of the Summer 2009 street fashions, from July $1^{st}$ to July $15^{th}$ 1999 (10 am to 5 pm). Among the data about the three cities, 200 photos were selected of women in their twenties and thirties, respectively. The disparity of regional preferences were noted in the fields of easy casual, romantic casual, sports casual, character casual, classic style, and feminine style. There were no specific differences in style among the three cities in the easy casual and classic style. The romantic casual after the easy casual were more prevalent in Seoul, as compared to the two cities in China. The neat style was more prevalent in Seoul. In Beijing the feminine style after the easy casual were preferred. The conservative style was more preferred in Seoul, while the body exposed style was preferred in Beijing and Shanghai. In Shanghai, the character casual was preferred and shows the similarity to the fashion style of Seoul, rather than Beijing. The high exposure of the body in romantic casual and feminine styles was more remarkable in Beijing and Shanghai. The frequency of the character casual that emphasized individuality with a unique style was relatively high in Shanghai. Seoul, Shanghai, and Beijing showed a similarity in the acceptance of fashion trends and preferences in clothing style. However, the fashion coordination in Shanghai and Beijing was different from Seoul.

• Journal of Fashion Business
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• v.14 no.4
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• pp.111-131
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• 2010

The purpose of this study is to compare the difference between Beijing and Seoul in women's winter street fashion, and suggest strategic methods to improve new competitiveness of the Korean fashion industry. The research was conducted by literature review and empirical research and photographs of winter street style were directly taken by a digital camera from December 28, 2008 to January 8, 2009. The survey was made at 9~11 A.M., 12~1 P.M., and 3~5 P.M. during midweek and weekend. Then 530 photographs(265 each city) of women of the 20s and 30s were selected by random sampling and five fashion professional including this researcher classified styles in accord with majority opinion on careful investigation. The results of comparing the 2008 winter street fashion in Beijing and Seoul show the highest frequency of easy casual style. In detail, while high frequency was found in romantic, classic, feminine, and romantic casual style in Seoul, easy casual and character casual style was prevalent in Beijing. The same frequency of sport casual style illustrates no differences between two cities. Unlike the prediction of the fashion industry that the preference of sport casual style would be increased under the influence of the Beijing Olympics 2008, high preference of easy casual reflects that Chinese women were more sensitive to the changes of their consumption trend. In clothing color, the achromatic color was prevalent in street style in Seoul, whereas multi-color were preferred in Beijing, suggesting a great difference. In the case of accessories, both areas preferred a tot bag but Beijing women preferred active shoulder bag and cross bag in sport casual style. Seoul women preferred pumps and sneakers, whereas Beijing women liked boots of different length according to style.

• Journal of the Korean Society of Costume
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• v.63 no.4
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• pp.44-55
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• 2013

The main objectives of this study were to empirically examine the relationship between the preference of fashion styles of male college students and their individual taste in other areas including music styles and recreation types. Life style and values were also examined for their relationship with the fashion style preferences. Survey questionnaires were distributed to male college students in Seoul, Incheon and Gyeonggi-do during May and June of 2011, and a total of 256 responses were used in the final analysis. The results showed that there were three segments according to the fashion styles - 'modern-dandy', 'resistance style', 'no-individuality' groups - and there were significant differences between groups in terms of their preferred music styles and choice of recreational activities. Modern-dandy group preferred R&B, dance music and ballad, while resistance style group preferred hiphop, dance and reggae music. No-individuality group did not show any preference for a particular type of music. Both modern-dandy and resistance style groups liked sports, while resistance style group showed the lowest preference for hobby and culture. There were also significant differences in lifestyles and values according to the fashion styles of the three groups.

• Fashion & Textile Research Journal
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• v.13 no.5
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• pp.686-694
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• 2011

The purpose of this study was to understand the preferences of the uniform design for the preschool student's parents. 97 parents became subjects for the research and questionaries were analysed by distribution of frequency and percentage using SPSS V. 18.0. The results of this study could be summarized as followings. First, most of the parents preferred to wearing preschool uniform and expected further improvement in function, material and design. Second, the preferred form was semi formal style consisting of shirt, knit vest, knit cardigan, and coat. Third, the preferred colors were the mixing together bright colors and quiet colors in vivid and pastel tone. Fourth, functional materials to comfort in children's physical activities and to serve convenience in cleaning were preferred. In Conclusion, the preferred design characteristics were combined function to enhance comfort and convenience in children's physical activities with esthetics to present loveliness and modesty as preschool students.

• Journal of Fashion Business
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• v.13 no.4
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• pp.1-20
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• 2009

The main investigation of this thesis is about the comparative analysis of the fashion style preferences in the ages of 20-30 women, according to the style, by researching the area of Dalian and Seoul, represented as outstanding fashion cities in north eastern area. Both taking pictures and recording camcoders were performed at the famous fashion street in Seoul and Dalian. The period of investigation was from 24th of July to 2nd of August 2008. The result of research are as follows. Generally, the casual style was predominant in both area. The jean casual in Seoul was somewhat tidy and conservative, while that in Dalian showed the tendency of boldly exposed their body. In terms of easy casual, T-shirts and mini-tight skirt were preferred in Seoul, while T-shirts and midi-flare skirt was popular in Dalian. In Seoul, the blouse and mini skirt were in vogue, while one-piece dress, blouse and 5/7/9 length pants were prevalent in Dalian, in case of romantic style. The sports casual was relatively low in frequency in both areas, however, it was relatively more popular in Dalian than in Seoul. The frequency of classic style was similar in both areas. The T-shirts/blouse and Chanel-line skirt were preferred in Seoul, while the combination of jacket/shirts and full-length straight pants were preferred in Dalian. The one-piece dress was predominant in feminine style, the combination of mini one-piece dress and shoulder bag prevalent in Seoul, while the combination of Chanel-line one-piece dress designed as boldly exposed body was popular in Dalian, which shows the tendency of sexy, feminine style. The clear contrast or differences of street styles in Seoul and Dalian would become evident by this research. The continuous investigations into the various regions of China would be expected as an important measure for the successful launching into the Chinese fashion market.

• Fashion & Textile Research Journal
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• v.10 no.6
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• pp.1023-1035
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• 2008

This study conducted a survey to find out dermatitis patients' preferred garment performance and their sentiment in spring/summer knitwears. SPSS 12.0 program was used for factor analysis, frequency analysis, T-test, ANOVA, and Duncan test. The result was as follows; First, in garments, patients required 'health hygiene', 'practicality in use care', 'skin contact' and 'easy movement'. Especially, 'skin contact' is an important property to be considered in patients' clothes. Second, in garment sensitivity, patients importantly considered 'modesty', 'feminine', 'boldness', 'decency', 'easy movement', 'youth', and 'simplicity'. Third, patients preferred simple and modest plain knitwear in light color with thin and soft fabric such as plain knit. And especially, dot pattern in knitwears should be avoided. Fourth, the preferred style of patients was that 'appropriately fit with suitable ease.' They also preferred 'front closed,' ; 'boat neckline' and 'V neckline'; 'raglan sleeve' and 'set-in sleeve'. For hem trim, they preferred 'rib'. Male preferred simple and plain style with round collar of 'tubular trim' and 'rib trim', while female preferred sophisticated and characteristic style with setin sleeve.

• Journal of Fashion Business
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• v.10 no.2
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• pp.1-17
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• 2006

The purpose of this study is to analyze the street style of women in Dalian, China. 1.185 females of Dalian central street have participated for the survey of this study. This study analyzes characterization of the street style and, classifies it's characteristics by age groups, clothing styles, and clothing items. There are three outcomes due to the aim of this study, 1. In age group classification, every age groups preferred casual style. Especially, young/young adults preferred mix-match styles with various designs. Distinctly, some of missy group preferred fashion trend and others preferred mature style. Also, the preference of missies/madame's group is obviously divided into two groups which pursues fashion trend and not. 2. In clothing style classification, casual styles such as mini-skirts, hot pants, tight t-shirts are mostly in tight silhouette. Also, the main colors are indigo-blue, white, black and point color, which are vivid tone and fluorescent colors. The characteristics of sport casual style contribute the upper garment and the lower garment, which forms a set. Classic styles are divided into two groups of typical formal dress and traditional Qipao dress. The colors of feminine style and textile printing are more sumptuous than other styles. 3. In clothing items classification, the points of the upper garments is the construction of designs, textile printing, ornament with beads, embroidery, and ribbon etc., exposed back. The lower garments like hot pants and mini-skirts are made of jeans. The cargo pants that is made of jean, cotton, luster textile. Also, one-piece dress has the characteristics of tiered and irregular hem line.