• 복식문화연구
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• 제23권6호
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• pp.987-1003
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• 2015

The purpose of this study is to supply available data for men's fashion design planning by analyzing the trend and design tendency of the preppy look in the domestic men's collection. In the men's collection of Seoul fashion week from 2011 S/S to 2015 S/S, 494 photos judged to be the preppy look by three design specialists were chosen in Seoul fashion week and style.com's web-site. Design analyses were compiled based on year, season, brands, item, color, material, and silhouette. The preppy look was found often in S/S season, three piece combinations were the most common, and "H", "I" silhouettes were also popular. Refined black and refreshing orange were used with traditional preppy colors like navy, beige, gray, and white. Contrast color arrangement and neutral, moderate tones were seen repeatedly. Two-thirds of fabrics were pattern-less with clean, bulky, and soft textures. Coordinating accessories like hats, backpacks, books, headsets were used frequently. Among the various preppy fashion types, there were 'traditional preppy' faithful to tradition, 'sophisticated preppy' with refined semi-formal look, 'sportive preppy' with active sports sense, and 'natural preppy' with natural and comfortable senses. In a contemporary preppy look, traditional and practical senses are combined with casual and sportive pieces. This study can provide the data for design planning, interpreting, and applying the fashion themes along with contemporary sensibilities since the preppy look is based on cultural history.

• 복식
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• 제65권4호
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• pp.61-75
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• 2015

This research aims to analyze the prep-hop fashion, which is an original look created through the convergence of the hip-hop and preppy look, and identify the design characteristics of the prep-hop fashion. The style mixes the fashion of what was traditionally a lower-class look with the upper class. The design characteristics are as follows: First, the prep-hop fashion expresses slim, casual and sophisticated look with items and silhouettes. The items are categorized into jackets, shirts and pants. The prep-hop jackets provides a casual look to its wearer unlike the jackets of preppy or conservative looks. Slim suits show different meanings and features depending on the changes in the time and culture despite the continued use of the items. Second, the colors of the prep-hop fashion include overall basic colors used in the preppy look and hip-hop fashion. The aesthetic values of the colors express pleasant color images different from the conservative and resistant images expressed in the preppy and hip-hop style before the convergence, respectively. Third, the materials and patterns are expressed in a unique way to fulfill the emotional needs that are considered vital to contemporary fashion. The materials in the prep-hop fashion extend the ranges of usage by using the materials with unexpectedness broken out of general range of usage. While the use of the patterns is one of the methods to demonstrate that the prep-hop fashion is created by the convergence between hip-hop fashion and preppy look, the meaning concludes pleasantness and casualness different from the past. Fourth, the prep-hop fashion is mainly composed of hip-hop fashion accessories, which express the authenticity of the hip-hop fashion to protect the non-mainstream characteristics. The design characteristics of the prep-hop fashion pursue the individuality of the contemporary fashion, which lacks originality due to commercialization. The development of the prep-hop fashion, as a new form that combined contrasting genres and trends, is expected to develop more publicly.

• 패션비즈니스
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• 제6권4호
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• pp.125-140
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• 2002

The purpose of this study is confirming the design characteristics and brand strategies of Ralph Lauren's products through the advertising pictures on internet website. Methods of this study are the analysis of his brand growth process, concept strategy and designs by web promotion sites. Also this study defined his brand character and fashion mind. The Results are as follows. 1) Ralph Lauren's concept strategies are 1. Convert british type into American style 2. Presentation an American life style 3. Marketing strategy using life style and IT business. 2) Ralph Lauren's designs characters are 1. Rich and simple style by preppy look 2. Traditional wear of noble taste 3. Western style of American reclamation period 4. Using of comfortable material 5. Unique colors which are simbolic. Today, his classic and preppy designs all draw upon an image of old word wealth and luxury and he pioneered the concept of clothes as part of a lifestyle environment.

• 복식
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• 제60권2호
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• pp.1-19
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• 2010

The purpose of this research is to examine the rise of hip-hop culture and its characteristics which have been established as a part of popular culture amid other subcultures and to examine the overall concept of hip-hop fashion which has been developing since its rise in the 1970s and particularly to examine the hip-hop after the turn of the new century when it has gone through several iterations and changes while simultaneously accommodating different trends and reflecting a highly diverse larger culture. The research methodology is a literature-based research that uses classification and analysis based on the preceding research including related books and dissertations and, considering that this research focuses on the characteristics of hip-hop from the 2000s to the present, mainstream news media such as newspapers and magazines around New York images of famous hip-hop culture & stores websites were used in this research. The most characteristic hip-hop fashions since the 2000s examined by this research comprise prep-hop, slim formal suits, skurban, hip-hop Goth, and hip-hop Tatto. First, prep-hop is a mixed match of a preppy look with latest hip-hop sentiments and hip-hop styles. Second, there are slim formal suits that reflect a change of trends that strongly show changes of hip-hop fashion consumers who have been following sports stars' fashions. Third, skurban is a hip-hop fashion combined with the look of skaters. Fourth, hip-hop Goth is what emphasizes strong Goth images such as grunge, skull, and devil in hip-hop fashions based on vintage fashion. Fifth, hip-hop Tatto style designs have appeared in diverse items such as trendy clothes and accessories that were most popular since the 2000s. Hip-hop fashion since the 2000s up to the present is beginning to be integrated with diverse other cultures and its most prominent characteristics is a change into slimmer silhouette.