• Journal of the Korean Society of Costume
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• v.65 no.8
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• pp.125-135
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• 2015

This study is a theoretical research based on previous domestic and international researches. The case study proceeded by collecting images from periodicals such as International Men's magazine GQ, First of all website(www.style.com) and Vogue website(www.vogue.com) were viewed. The images were selected had shapes, colors, and motives with Japanese aesthetic traits from Comme des Garçons' men's Collections of 2011 F/W to 2016 S/S. The purpose of this study is to find out the possible sources of forms and expressive methods of future fashion through Japanese traditional aesthetics of Rai Kawakubo's fashion world. Designers are expected to continue on using traditional aesthetic beauties of other countries as sources of modern fashion.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.7
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• pp.1082-1094
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• 2008

The present study analyzed the differences of advertisement design, expression method, and appeal types in the men's fashion product advertisement from men's magazines between 1996 and 2006, according to the year, season, and the type of the magazine. The magazines chosen for the analysis were Korean Esquire, GQ, and Shin-dong-a. 2058 advertisement out of 88 sample magazines were chosen and analyzed by frequency, and chi-square using SPSS statistic package. The results of the study were as follows. First of all, there were more advertisements without copy, and even when the copy was used, it was used as a headline only. Secondly the poster style layout was used more frequently than other layouts, and one male model wearing the product was the most popular. Thirdly the types of appeal in advertisement, sensuous appeal was most frequently used. The results of the study showed that there is little advertisement differentiation in men's fashion product advertisement. Therefore in order to draw consumer's attention. various and unique advertisement design should be implemented.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.3
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• pp.444-456
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• 2009

The purpose of this study is to understand consumer needs through Fashion Sensibilities and Consumer Sensibilities on Men's Casual Brand's Patterned Shirts. This study suggests the basis of planning effective design of Men's Casual Brand's Patterned Shirts by categorizing. The product from 2005 S/S to 2007 F/W is divided into the following sector: years, seasons, and product zones(adult, character, traditional), focusing on the design property of Men's Casual Brand's Patterned Shirts. An evaluation tool is composed of 19 pairs of image adjectives and 3 questionnaire as consumer need tool. Data were collected on March 3th to 31th in 2008 over Busan area. The data were sorted by using the SPSS statistics package program. Fashion sensibility of Men's Casual Brand's Patterned Shirts were expressed with 4 factors of attractivity, visibility, sensibility, hardness occupied 58.6% of the total. Therefore as attractivity, visibility, sensibility, hardness are important for product planning, it would be effective to consider these 4 factors before product planning.

• Journal of the Korean Society of Costume
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• v.63 no.6
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• pp.29-39
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• 2013

In this study, the image of the male body represented in fashion advertisement is analyzed based on discourses on the male body. Fashion brand advertisements, which emphasized the images of the male body, were selected from two magazines: GQ, a men's magazine, and VOGUE, a representative women's magazine. The published dates of the selected images were from Feb. 2010 to Oct. 2012, and these images were used for the analysis. The study results of the discourse on the male body appearing in fashion advertisement based on the discussion of changing masculinity suggests the following 4 features: i) macho, powerful and muscular male representing the hegemonic manhood; ii) refined and decorated male representing the wealthy and disengaged figure of a successful businessman; iii) androgynous male represented by the deconstruction of masculinity and femininity embedded in gender; iv) as an aesthetic object, the male with sex role of changed from a subject to an ornament, whose body becomes the object of voyeuristic view. This study tried to grasp the ideal and modern masculinity, and in particular, attempted to offer suggestions in different approaches to the male body image depending on the consumer type in order to enhance the brand image. This new masculinity is thought to be a foundation on which the advertisement and products suitable for the demands of future customers can be produced.

• Journal of the Korean Society of Fashion and Beauty
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• v.3 no.2 s.2
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• pp.65-71
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• 2005

The aim of this research is to investigate the demographic characteristics of the purchase tendencies and shopping trends amongst female golfers and how these are influenced by their life style and to analyse their selection criteria for purchases of golf-related items. The research methodology was through the use of questionnaires, completed by female golfers in Gyeongnam. The results are as follows: life style trends of male golfers were analysed to be categorized into one of the following: the shopping-addicted, fashion-conscious, rationalist and family oriented spenders. The characteristics of these categories are described as one of the following: utilitarian-complacent, rationalist, self-worshipping, inconsiderate. The demographic characteristics showed notable variations only in age differences. The obtained results show that the influences of the variables are minimal and there was no notable correlation. Significant differences were observed from one life style group to another, in selection criteria for purchase, which mainly depended on style, design, colour, pattern, designer-label, co-ordinated looks, similarity, ease of maintenance and functionality. Comparisons were made between the previously categorized life-style-groups and notable differences were present in such characteristics as ostentatious, trendy, aesthetically pleasing and functional.

• Journal of the Korean Society of Fashion and Beauty
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• v.2 no.3 s.3
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• pp.96-101
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• 2004

This study suggests the basic resources for men's cosmetic which shows in history. Because not only ancient chief but also modern French noble men made up in the area where succeeded the traditional national cosmetic, when it was seen through historic or world, the men's cosmetic was generated and was more luxurious and presence than women. But since the French revolution, men was limited the collection of fashion, also the luxurious cloth and cosmetic disappeared. It was 1960s that men's cosmetic based rock musicians reappeared. And then, rock musicians made up luxuriously. The early cosmetic of rock musicians began from the protest's meaning for old fashioned value and fixed society. But gradually, it was changed the style that valued appearance's beauty. In the past, movie star's hair style and cloth were the basic fashion, but now the sportsmen are recognized heroes and their cosmetic is prevailing. Today, the basic meaning of men's presence fashion is that men and women's each role and self expression is allowed and appearance's decoration showed from sex roles disappeared. Men is limited body's beautiful expression and collective range but they fluently express each self imagination through work, special hobby, female attire and drag queen. From various men's beautiful expression, we will know that human beings want a society which is recognizing different self expressions.

• Journal of the Korea Fashion and Costume Design Association
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• v.19 no.1
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• pp.27-40
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• 2017

In the past, generally only woman have interest in appearance management, but nowadays man also have interest in beauty and appearance. The purpose of this study is to examine the effect of vanity scale on the appearance management behavior and fashion orientation in male consumers. The data was collected from men in their age of 20-59, who lived in Seoul and Gyeonggi-do. A total of 300 responses were analyzed. Factor analysis, frequency analysis, ANOVA and regression were used for analysis. The results of this study are as follows. First, vanity scale divided into four factors 1) a concern for physical appearance 2) a positive view of physical appearance 3) a concern for achievement and 4) a positive view of achievement. Generally concern factors are higher than positive views, and physical appearance factors are higher than achievement factors. Second, four lower vanity scale factors are related with each other. Third, various vanity scale influenced to appearance management behavior and fashion orientation. Especially positive view of achievement have more influencing power to appearance management behavior and fashion orientation. Among various demographic variables, income have more influencing power to the vanity scale.

• Journal of Fashion Business
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• v.6 no.4
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• pp.141-150
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• 2002

The purpose of this study was to investigate factors to influence on buying behavior of Chinese male consumers in regards to apparel types. Furthermore, this study provided fundamental data for marketing strategy in export apparel business to China from domestic apparel business. Returned 863 questionnaires from Chinese male consumers analyzed by factor analysis, and multidimensional scaling with SPSS10.0. The result of this study were as follows: Chinese male consumers bought formal wear with evaluating two groups of factors; one for functional (fitness, A/S, durability, and management), the other for external (brand, and trend). They bought casual wear with evaluating three groups of factors; functional/useful (price, A/S, and durability), aesthetic (color, and design), and external (brand and trend). Also they bought sports wear with evaluating three groups of factors; functional/useful(price, A/S, durability, and fabric), aesthetic(design and color), and external(brand and coordination).

• Journal of Fashion Business
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• v.25 no.4
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• pp.14-35
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• 2021

This study compares and analyzes the designs of Burberry creative directors, Christopher Bailey and Riccardo Tisci. For this purpose, 322 photographs (176 Christopher Bailey and 146 Riccardo Tisci) were collected and the data analysis criteria were classified into color, shape, material, decoration, item, and fashion style. With respect to the data analysis method, statistical analysis and content analysis were combined. First, the design characteristics of Christopher Bailey top and bottom combined bright tone, tone-in-tone color scheme, H-line, heterogeneous material combination, and smart casual appeared very frequently. Second, the design characteristics of Riccardo Tisci top and bottom combined were monotone, tone-on-tone color scheme, H-line, heterogeneous material combinations, and street culture. Third, the design differences between creative directors were significantly different in color, tone, color arrangement, pattern, material type, material combination, detail, top and bottom items, and fashion style. Burberry men's wear maintains Burberry's traditional design identity with achromatic colors, beige-based colors, and beige checks. Christopher Bailey's design direction is characterized by modernity in a casual mood that emphasizes practicality. The design direction of Riccardo Tisci is characterized by a wide gap between images in a semi-formal style that emphasizes Burberry's tradition and a free-spirited casual style.

• Journal of Fashion Business
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• v.22 no.5
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• pp.15-31
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• 2018

The purpose of this study was to classify male consumers and examine their clothing consumption values and the perceived importance of store attributes. Using Internet-based research service, survey data were collected from 651 male consumers aged between 20 and 40. The questionnaire included questions regarding respondents' preference of different store types, clothing consumption values, perceived importance of store attributes. According to the results, the respondents were categorized into 5 distinct groups based on their store type preferences: discount store preference group, multi-channel preference group, store indifferent group, brand store preference group, online store preference group. Multi-channel preference group was the largest among these groups. The five store type preference groups statistically varied in clothing consumption values, i.e., epistemic value, brand/conspicuous value, and economic value. The groups also differed in the importance they placed in the store attributes of: service and product quality, promotion, fashionability, salesperson and store environment, store atmosphere, convenience, and website image. The results of this study have direct implication for retail marketers of fashion companies who are targeting male consumers. Marketers can apply findings of this study in implementing retail strategies for different types of stores.