• International Journal of Costume and Fashion
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• v.3
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• pp.51-87
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• 2003

This study aims primarily to discuss the question 'What does the red fashion boom in Korean society during the 2002 World Cup mean\ulcorner' For this question, it describes fashion phenomena and characteristics that appeared during the time. Specifically, in order to understand the concrete essence of the red fashion boom in terms of clothing and textiles, this study classifies and describes the red fashion boom as 'object, process and symbol' concepts. It investigates each case within the context of fashion. Outside that context, then, the implications of the red fashion boom are examined based on cultural studies and other sociocultural perspectives. This question is considered by focusing on social pressures as ideology, looking at the voluntary behaviour of Korean people in this context and examining several other factors. This is an investigation of the relationship between fashion, society and culture pursuing fashion theory by reviewing the relevant theoretical backgrounds afforded by the humanities and the social sciences. Based upon the above theoretical discussions, it synthesises what factors contributed to the Korean red fashion boom. Finally, this study briefly states their applicability to cultural marketing in its practical aspects. This study has attempted to throw some light on the question 'What does the red fashion boom in Korean society during the 2002 World Cup mean\ulcorner' The Korean Red Fashion Boom emerged from its interrelation with each context of the World Cup, as in the dualism of 'Janus'. That is, the World Cup functioned as the positive face of a festival that collected deep emotions and passion and contributed to the integration of society. Whereas its negative face, ideologically speaking, personified the invisible capitalistic product produced by the nation, enterprises and the mass media. And the implications of the red fashion boom can be interpreted with reference to the two faced World Cup.