• The Research Journal of the Costume Culture
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• v.21 no.1
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• pp.93-116
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• 2013

This paper explored and compared the textile pattern and motive design of fashion designers' brands and H&M collaboration collections. In particular, this study put it focus on textile pattern design of seven fashion design brands such as Roverto Cavalli and Versace, etc., which were collaborated with H&M. The color, motive type, motive layout, motive expression, and pattern drawing technique were collected from fashion internet sites over the five year period, and then were cross-sectionally examined and compared based on their color, motive type, motive layout, motive expression, and pattern drawing technique of products between fashion designers' brands and H&M collaboration collections. The analyses showed the following results: First, the similar color, motive type, motive layout, motive expression, and pattern were found between fashion designers' brands and H&M collaboration collections, in order to show the perspective texture of products to consumers. Second, H&M collaboration brands demonstrated unique textile design of H&M rather than the trendy design patterns. Finally, the textile design pattern used in H&M collection was more restricted in terms of motive expression technique and chromaticity than that used in fashion designers' brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.4
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• pp.630-647
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• 2021

As generations Y and Z gain influence, luxury fashion brands are interacting with younger digital consumers through fashion film, seeking to offer them a differentiated brand experience. Using a literature review addressing characteristics of fashion films as a communication medium and luxury fashion brands' heritage in the digital era, this study examines how brands express their heritage through fashion film, categorizing those expressions in terms of implicit meaning. The case study analyzed films from Louis Vuitton, Chanel, Dior, and Burberry uploaded to YouTube between 2018 and 2020. First, to retain their status as luxury, brands emphasize historical legitimacy. Specifically, they highlight their iconic historical image, their succession of creative directors, valuable historic locations, and diversity of consumer's brand experiences. Second, by stressing craftsmanship, integrating contemporary art and local culture, and utilizing a museum aura, they use brand heritage to acquire luxury status. Third, they attempt to mythify the founders by creating the persona of the fashion designer and the artist. The results show that the heritage depicted in fashion films is a key way in which luxury fashion brands resolve the tension between accessibility and exclusivity that they encounter and to get consumers emotionally engaged with brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.6
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• pp.996-1011
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• 2023

This study introduces an effective marketing strategy for fashion SMEs and small designer brands utilizing Instagram as a social networking platform. The research compared the impact of two information delivery types (native advertisements vs. live streaming after native ads) and two types of promotional messages (scarcity vs. price discount) on SNS consumption value, and product attitude toward fashion designer brands. The study involved surveying 251 Korean women aged 25-55 with experience in buying designer products and using SNS. Data analysis was conducted using SPSS 26.0 and Process Macro v3.5. Results indicated that both native advertisements and live streaming enhance economic and social values in SNS consumption. Live streaming with price discount messages generates higher perceived SNS consumption values compared to scarcity messages. Consumers showed a more favorable attitude toward designer brand products when watching the live streaming of price discount messages rather than scarcity messages. The findings emphasize that the broadcast host actively induced participation to reveal viewers' social presence through comments or emphasized discount messages such as ultra-special prices during live streaming on Instagram.

• The Journal of the Korea Contents Association
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• v.8 no.12
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• pp.151-159
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• 2008

Today, every social phenomenon has there own trend. However, the lead of all trend is taken by fashion trend connected with the change of clothes. Fashion collection shows overall trends and characteristics of fashion trends, and fashion collections in Paris, Milano, New York, and London, known as the world's top four collections, are creating latest trends. Collections of fashion designers, who deliver these trends in a quickest way, show all elements ranging from fashion to make-up, hair, and accessories. New make-up trends of every season are introduced in fashion collection, since a fashion collection is a venue where not only various designs or colors, but also diverse image concepts are experimented. Therefore, this study aims to analyze make-up trend found in the world top four fashion collections and get into the influence on new trend of cosmetic brands.

• Korean Institute of Interior Design Journal
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• v.22 no.2
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• pp.48-57
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• 2013

With the environmental changes of the times, consumers expect new experiences and seek hotels with various leisure facilities and sensuous design rather than existing static and conservative ones. In particular, boutique hotels connected to all the aspects of lifestyle including architecture, culture, art and fashion are trying out a variety of designs through collaborations in the ways of enhancing their brand images in the design industry. Design through collaboration between different fields has an infinite possibility of breaking from classicism and creating a new type of space in hotel design. Thus, this study attempts to analyze a few cases of boutique hotels by collaborative design that has recently been vitalized and to seek for a direction by suggesting the methods of utilizing design by collaboration for the hotel industry that will further be expanded in the future. For this purpose, first, the theories of collaboration and boutique hotel will be reviewed and the characteristics will be drawn out based on the examples of boutique hotels to which collaborations have been applied by enterprises and designers. By analyzing and classifying the cases of the domestic and foreign boutique hotels through practical experiences among the hotels recently designed by the collaborations between enterprises and designers based on the basic frame of the five characteristics drawn out: identity, symbolism, temporality, locality and interaction, objective values will be drawn out and data for presenting the future orientation will be built. In the Korean hotel industry that is gradually expanding, boutique hotel designs through the appropriate collaboration between enterprises and designers should be considered for the extensive development of the future hotel industry.

• The Research Journal of the Costume Culture
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• v.11 no.5
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• pp.711-720
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• 2003

The purposes of the study were to categorize eroticism expressed in modern fashion and to find out any significant difference in erotic expressions among designer brands and fashion seasons. The research methods was a documentary analysis. The documentary materials were 180 photographs randomly selected from fashion photographs of 3 major designer brand collections, from 1995 S/S to 2000 A/W. The data were analyzed by contents analysis, frequency, crosstabs. Results were as follows; 1) The existence of erotic expressions in modern fashion was found in 107 (59.4%) out of 180 fashion photographs and the eroticism was one of the major themes in the later 1990's fashion. 2) The erotic expression in the modern fashion were categorized into 5 categories exposure, adhesion, transparency, exposure+adhesion, and adhesion+transparency. The major erotic expression was exposure which was followed by adhesion and transparency. 3) The degree of erotic expression were separated into 3 levels-strong, medium, weak. The erotic levels in the modern fashion ranged between medium and weak; medium level 43%, weak 42% and strong 15%. 4) The erotic expression and the degree of erotic expression showed differences according to three designer brands. Chanel brand used less erotic expression than Christian Dior or Givenchy. Christian Dior brand showed the tendency of strongest erotic level while the Chanel brand showed the weakest level. 5) The erotic expression and the degree of erotic expression showed differences according to fashion seasons. Spring and summer seasons used more erotic expression than autumn and winter. In spring and summer seasons, exposure and transparency were methods used more frequently for erotic expressions, while adhesion was stronger themes in autumn and winter seasons.

• Journal of Fashion Business
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• v.23 no.5
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• pp.81-95
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• 2019

The purpose of this study is to research consumers' perception of the HiSeoul fashion show, which is being used by new designers as a means of promotion, and to propose a strategy for revitalizing new designer brands. This was done in order to secure basic data from fashion consumers, to help guide marketing strategies and promote rising designers. In this research, the consumers' perception of HiSeoul fashion show was verified using text-mining, data refinement and word clouding that was undertaken by TEXTOM3.0. Also, semantic network analysis, CONCOR analysis and visualization of the analysis results were performed using Ucinet 6.0 and NetDraw. "HiSeoul fashion show" was used as the keyword for text-mining and data was collected from March 1, 2018 to April 30, 2019. Using frequency analysis, TF-IDF, and N-gram, it was also shown that consumers are aware of places where shows are held, such as DDP and Igansumun. It was also revealed that consumers recognize rising designer brands, designer's names, the names of guests attending the show and the photo times. This study is meaningful in that it not only confirmed consumers' interest in new designer brands participating in the HiSeoul Fashion Show through big data but also confirmed that it is available as a marketing strategy to boost brand sales. This study suggests using HiSeoul show room to induce consumer sales, or inviting guests that match the brand image to promote them on SNS on the day the show is held for a marketing strategy.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.1
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• pp.136-154
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• 2021

'Slow fashion' has become a hot issue in the fashion world as fast fashion has caused environmental and ethical problems. This study synthesized the characteristics of slow fashion from preceding studies and organized them into four characteristics (craftsmanship, nature-friendly attitude, localism, and pursuit of exclusive value). This study compared designers, John Alexander Skelton and Geoffrey B. Small with four characteristics. First, both designers sought craftsmanship based on tailoring, but Skelton focused on the eco-friendliness of materials, and Small emphasized the development of high-quality fabrics. Second, we found a nature-friendly attitude in both designers, but unlike Skelton, which maintains nature-friendliness in the process of clothing production, Small showed this characteristic through presentations. Third, both designers revealed localism through their affection for the fabrics and culture of each country. Moreover, Small extended its meaning to respect minority tastes. Finally, both designers pursued exclusive values through collections under the themes of class problem, and gender conflicts. However, Skelton melted these topics into British culture and revealed them indirectly versus Small who showed sensitive topics directly in the collections. This study will provide the foundation for analyzing designers through the characteristics of slow fashion, and suggests directions that slow fashion designers should move towards.

• Archives of design research
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• v.17 no.3
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• pp.81-90
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• 2004

The reason of the appearance of Internet is regarded as a milestone since we have shared information globally in a mutual way. The important thing on this point is what contents we choose for ourselves. The Internet could be meaningless unless we use it in a certain way, which ultimately means that the Internet has to deliver something valuable to us humans. Therefore, we have looked at how we can deliver and share humanity and emotion through the Internet, also how we can instill vital power into our real life, through the Internet. Fortunately, the current study must essentially be ongoing due to its nature with perhaps a multidisciplinary team brainstorming ideas. The reason for that is that not only could we find new business models for companies, but also find out new ways to appease the human mind in the modern age. In addition, as consumers needs become more specialized and diversified, companies are expected to face up to fierce competition with the help of innovative ideas. The ever-intensifying competition requires companies to cultivate new strategic tools in order to have new, powerful and sustainable comparative advantages. The goal of this research will be to explore ways of finding a new approach. Specifically, this research is about how to use the EVC(empathetic virtual character), which, this researcher believes, can deliver emotional benefits so as to make e-branding successful. According to reports, it has been proven that this new concept including the EVC can result in tremendous success. So the goal of this research is to explore the current situation and to anticipate the future concerning virtual characters.

• Archives of design research
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• v.18 no.3 s.61
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• pp.55-62
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• 2005

Recently, the opening of the world economy and regional ization of national demand endless endeavors and investments to upbring design-industry for regional economic development. Our domestic commodities, declined in price competitiveness against China and Southeast Asian nations, need construction of brand image of commodities and consumers' response through expanded concernments in marketing spheres. The design-industry is a important means to strengthen competitiveness of the domestic industry through discrimination of commodities and creativity of high added value. Design-industry has some problems in circumstances; commodity development and marketing are below the level in the sphere of manufacture industry yet and businessmen are unwilling to invest demanded for development of new design. Establishment of the personal foundation, useful for accumulating competent designers' experiences and technologies, can not pass limit. In addition, a system and a policy to protect design-industry have a problem in effectiveness. Concrete strategies to activate design industry which meets social and cultural circumstances of Daegu and Gyeongbuk region are to establish policy for construction of specialists' infra, systematization of study & development of design, common ownership of information on design, and expansion of design company. The business to upbring design in the region should be operated to develop competitive commodities which is helpful to the regional economy and to increase value of the regional enterprises' brand. In addition, foundation of design should be expanded personal, material, and informational infra through design-centered so that they are helpful to activate economy of Daegu and Gyeongbuk through making design reformational cluster.