• The Journal of the Korea Contents Association
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• v.8 no.12
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• pp.198-206
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• 2008

The fashion in the virtual world is emerging as a new genre. Gammer in virtual community shares the avatars and space for their activities and for flourishing their virtual lives, they start to demand indispensable daily items. The gammer's demands lead to the concept of second life in the virtual world which was introduced in 2003. The trading business system is realized at the virtual world with various daily items, developed by individual programmers, through the virtual money, which may converted into real money. Particularly, fashion industry's inherent nature of snagging on-line trading is no more, now, set to ready in the virtual world let alone various daily virtual items developed by individual programmers. The purpose of this study is, focused on the virtual second life, to introduce the model of fashion business in virtual world and overall informations regarding second life business systems so as to provide the fundamental data for opening the web.3.0 era. Further various fashion items in the virtual world, developed by individual programers, will be another boost for shaping another virtual fashion business genre.

• Fashion & Textile Research Journal
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• v.24 no.6
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• pp.707-718
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• 2022

The metaverse is emerging as the next digital environment for people not only to interact and collaborate with others, but also to have virtual consumption experiences. In this study, virtual fashion items for the consumer's digital self are deemed significant products with consumption value. Drawing from the regulatory focus theory, this study examines how consumers' promotion and prevention focus influence value perception and buying behaviors of virtual fashion items in the metaverse context. The data were collected through an online survey. A total of 546 consumers in their twenties who are aware of the metaverse responded to a self-administered questionnaire. The results showed that promotion focus influenced all the perceived consumption values of virtual fashion items such as the economic, visual authority, hedonic, and social value, whereas prevention focus influenced only the visual authority value. Visual authority value negatively affected both purchase intention and willingness to pay premium price, while others had a positive effect. The findings provide theoretical evidence that consumers' regulatory focus is critical in buying virtual fashion items and suggest that marketers devise effective strategies to stimulate consumers' regulatory focus and to emphasize the economic, hedonic, and social value of the items in the metaverse context.

• Journal of Korean Home Economics Education Association
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• v.34 no.3
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• pp.133-148
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• 2022

This study aims to explore the status and motives for using avatars and digital fashion items in the metaverse and to examine consumers' purchase satisfaction and future purchase intentions. We intend to provide implications for the development of avatars and fashion items, and the direction of the fashion industry and clothing education. For this purpose, the purchasing status, consumer motives for using avatars and digital fashion items, purchase satisfaction, and future purchase intentions were investigated, through a survey with 149 consumers aged 19 years or older, with the experience of using avatars. The results are as follows. First, the percentage of avatar ownership was high among women aged between 19 and 29, and those with low or high incomes. The younger group was more likely to make mobile phone purchases than the older group, and the older group was more likely to use credit cards. Even those respondents who owned avatars did not purchase frequently or spent a lot on items. On the other hand, in the case of fashion item purchases, the group spending more than 8,000 won was aged between 19 and 29, and the frequency and amount of purchases increased as income increase. Second, among the motives for using avatars and fashion items, the pursuit of pleasure had the greatest influence, and men paid more attention to self-expression through avatars than women. Third, the motive for vicarious satisfaction influenced purchase satisfaction, and the factors that influenced future purchase intention were vicarious satisfaction and stress relief. The results of this study suggests that avatars and fashion items should be developed considering factors that can relieve stress for all age groups, create a sense of unity among metaverse users, and provide satisfaction in a virtual world that is different from reality. In addition, education on how to use fashion items and consumption attitudes in education related to clothing life will be required.

• Journal of Fashion Business
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• v.28 no.2
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• pp.1-14
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• 2024

Within the metaverse platform, users engage in communication with others through 'avatars' reflecting their own identities. Users experience various virtual fashion items through avatars, and the fashion industry anticipates avatars wearing virtual fashion items as an emerging business opportunity. Many fashion brands are currently releasing virtual fashion items specifically designed for avatars. In this study, we examined the impact of user identification with their avatar on their perception of the attributes of virtual fashion items (investment attractiveness, scarcity, playfulness, and aesthetics) and its influence on behavioral intentions. The research involved a survey of 250 females with prior knowledge of the metaverse. Structural equation modeling analysis was conducted to examine research hypotheses and validate the model. The results confirmed that as users within the metaverse perceive greater identification with their avatar, they also perceive the attributes of virtual fashion items more favorably. This finding affirms the self-reference effect, where users positively evaluate objects associated with themselves. Additionally, perceiving the attributes of virtual fashion items was found to be positively linked to purchase intentions for virtual products and actual interest in the brand. Lastly, a higher intention to purchase virtual fashion items was associated with forming a more favorable attitude toward the respective brand. Consequently, this study provides academic and practical implications for marketing strategies within the metaverse, emphasizing the active utilization of avatars and elements that facilitate user-avatar identification for effective engagement.

• Proceedings of the Korean Society of Computer Information Conference
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• 2022.01a
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• pp.73-76
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• 2022

본 논문에서는 메타버스 공간에서 패션 아이템 판매에 있어서 필수적이라 할 수 있는 온라인 가상 피팅 기술을 동작 인식 전용 디바이스가 아닌 일반 스마트폰 카메라를 활용하여 구현하는 기술을 제안한다. 가상 피팅 기술을 구현하기 위해서는 딥러닝 기법을 활용하여 입력 영상을 분석하고, 분석 결과를 토대로 인체의 전체 자세를 추정하며, 인체 사이즈의 근사값을 추출하는 과정들이 수행되어야 하는데, 현재의 스마트폰 컴퓨팅 환경은 이를 수행하기에 충분한 연산 성능을 가지지 못한다는 문제점을 가진다. 본 논문에서는 높은 비용이 요구되는 고부하 연산을 클라우드 서버를 통해 수행하는 서버 기반 프레임워크를 도입하여, 낮은 성능의 스마트폰으로도 고성능 연산이 가능한 서비스 구조를 확보하고 이를 통해 휴대성 높은 증강현실 기반의 가상 피팅 기술을 구현한다. 본 논문의 성과를 통해 메타버스 상거래의 활성화와 메타버스 본연의 의미에 충실한 가상 월드 구축에 기여할 것이라 기대한다.

• Journal of the Korea Society of Computer and Information
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• v.29 no.5
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• pp.189-202
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• 2024

The purpose of this study was to apply the Q methodology to type subjective perceptions of virtual clothing and to examine the characteristics of each type. Perceptions of virtual clothing were analyzed into four types. The first type was the "virtual clothing trusting fit grasping type," who preferred to use virtual clothing and believed that virtual clothing would help them grasp the fit. The second type was the shopping mall adoption-positive design understanding type, which believes that virtual clothing is useful for design understanding and that all shopping malls should have a virtual clothing system. The third type was the environmental pollution reduction virtual clothing purchase type, where the virtual clothing reduces environmental pollution and the user wants to purchase virtual clothing that cannot actually be worn. The fourth type was the actual clothing-like fun-seeking type, in which the virtual clothing resembles actual clothing and the shopper believes that the virtual clothing will make shopping more enjoyable. Depending on the type, the avatar was required to adjust the dimensions of the avatar, enhance the design expression of the garment, equip the avatar with decorative items, and produce virtual clothing for sale.

• Journal of Digital Convergence
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• v.13 no.5
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• pp.309-316
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• 2015

The styles by character type in customizing systems were analyzed, being classified into creative style, attractive style, grotesque style, usual style, and suit style on the basis of the 'fashion style types of game characters' proposed in the previous research. The creative and convergent designs that couldn't be implemented in reality were expressed in various forms because those designs were created in virtual space, one feature of games. The analysis of the fashion styles of characters was focused on the RPG using the characters with exaggerated body proportions beyond the general body proportions in reality and the features on game characters that were identified by gamers. Thus, the creative style and attractive style showed a high frequency. The common features were identified because the costume designs and colors for characters are generally selected in accordance with the gamers' requests or by reflecting the view on the world. However, it was difficult to find out the representative cases for hair designs and colors because of excessively diverse expressions. The results of this paper will be a valuable reference for the research on the fashion item development manual satisfying the gamers' personalities and requests and relevant research.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.261-275
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• 2022

In this stage when K-Pop and K-Fashion have been drawing global attention, it is required to activate the Korean culture and fashion by developing fashion products which reinterpret various items in the Hanbok fields with modern sense in connection with Korean wave. Thus, this study aims to develop fashion products related to Korean wave with court dance costumes used in court banquets, which may be the origin of K-Pop, as the main theme, and to converge and expand culture and fashion fields. To this end, the original court dance costumes and their modern forms continuing in these days were analyzed and the costumes for Musanhyang, Yeonhwadae, Cheoyongmu, Chundaeokchok and Chunaengjeon differentiated from existing daily Hanbok were selected. The fashion products related to Korean wave reflecting the specific elements of those five costumes were designed. Then, the silhouette and sizes of those costumes were checked using the CLO, the 3D virtual clothing program and total 5 fashion products were created. In conclusion, the results of this paper will contribute on making Korean design popular on the design aspects, expanding the scope of Korean wave contents on the industrial aspects and globalizing the K-Fashion on the global aspects.