• Proceedings of the Costume Culture Conference
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• 2003.04a
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• pp.42-44
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• 2003

'95년 하반기부터 시작된 경제위기를 맞이하면서 의류시장의 외형적 규모와 소비자들의 소비심리가 크게 위축되자, 국내 미시존 여성복 브랜드에서는 단품의 강화와 트랜드를 반영한 캐릭터성 보완의 두 가지 측면으로 시장구도를 형성하며 의류시장의 위기를 모면하려 노력한다. 그러나 IMF 이후, 베이직 상품의 판매비중이 늘어나게 되자 정장에 트랜드를 반영하기보다는 단품에 트랜드를 반영하려는 현상이 나타나게 되고, 대다수의 브랜드들이 기획비중을 줄이고 보완반응의 비중을 늘리면서 인기 브랜드의 인기 아이템에 대한 디자인 카피가 늘어나게 되면서, 브랜드의 차별화가 없어지는 공동화 현상이 심각하게 대두되게 되었다. (중략)

• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.139-164
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• 2001

This study suggests several concepts on the brand role, brand loyalty, and stickiness on the web, and investigates the relationship between the stickiness/loyalty of the web brands and general characteristics of the web(interactivity, contents and community). This study also examines whether the web stickiness acts as mediating variable. As the result, the interactivity, contents, and community has positive effects on the web stickiness. This results shows that these are very important factors for valuable navigation activities and continuous and more frequent visits giving closer communication and rich contents to users. And the stickiness plays a role as mediating variable between this relationship, this is that interactivity, contents and community can be shift to the loyalty of the web-brand through this stickiness. This study suggests several effects on theoretical and practical area, and offers important theoretical backgrounds for the study of web stickiness.

• The Research Journal of the Costume Culture
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• v.20 no.2
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• pp.184-194
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• 2012

The purpose of this study is twofold: it suggests appropriate sizes in menswear slim-fit jackets according to brand zones and number of buttons, as well as jacket patternmaking methods according to jacket styles by surveying and comparing the overall present status of patternmaking and production for both men's slim-fit and classic-fit jackets. The researcher conducted interviews with patternmakers of sixteen brands with prepared questionnaires. Data were analyzed by descriptive statistics using SPSS 12.0. The results of this study are as follows: first, for the production ratios of jacket style, the jacket styles' respective proportions differ distinctly according to brand zone. Second, for a jacket with the same number of buttons according to brand zone, the size in character-casual brand zone (character casual can be defined as high quality brands producing designer style clothes) is slightly bigger than the men's formal suit. As the number of buttons increases, there are increases in the chest, waist and hip circumference; on the other hand, the front neck width and the distance from the shoulder neck point to the bottom of the lapel both decrease. Furthermore, the amount of wearing ease in the chest, waist, upper arm circumference, and sleeve curve is less in slim-fit jacket styles than in classic-fit jacket styles. Fusible interfacing alone is used in slim-fit jackets, while sew-in interfacing is used in combination with fusible interfacing in classic-fit jackets. This research concludes that when slim-fit men's jackets are manufactured, appropriate patternmaking and manufacturing methods should be considered.

• Fashion & Textile Research Journal
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• v.24 no.2
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• pp.173-182
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• 2022

As consumption pattern and fashion communication become digitalized, fashion houses are being inherited by creative directors owing to their expanding role. While the roles and responsibilities of creative directors have been changing extensively along with the dynamic nature of the fashion industry, researches on creative directions have mostly focused on luxury brands. This study examined the creative direction of John Galliano for Maison Margiela, a conceptual brand to be maintained by a creative director. To analyze this, the authors established a creative direction analysis model constituting five elements: brand heritage, trend, democratization, brand status, and persona, drawing on the luxury brand architecture by Kapferer and Bastien. Thus, Galliano has maintained anonymity as a heritage of Maison Margiela, expanding the existing Replica lines, and introduced fashion shows focusing on current issues or social phenomena. As a democratization strategy, he directed the brand to associate with more popular brands or expanded diffusion lines to secure broader customer base, while demonstrating couturier-like showmanship in the media and establishing his own persona. His direction for Maison Margiela recreates and expands brand heritage by transforming the brand philosophy. Therefore the new creative direction communicates with the wider public and diversifies customer bases through democratization strategies, while building Galliano's own persona.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2015.10a
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• pp.722-723
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• 2015

스마트 기기의 확산으로 인해, 보다 다양한 애플리케이션이 개발되고 있다. 증강현실 기법 역시 이미지를 마커로 활용할 수 있게 발전됨에 따라, 광고나 전시 등에서 많이 활용되고 있다. 구현된 포토시스템은 이미지 인식 기반으로 하여, 3D모델과 함께 사진을 찍을 수 있다. 세종문화회관에서 개최된 콘텐츠 전시회에서는 로고 이미지를 이동이 용이한 폼에 부착하여 활용함으로서 브랜드 광고효과도 볼 수 있었다. 본 연구는 스마트 기기를 이용하여, 전시장에서 색다른 포토존 서비스를 제공함으로서, 증강현실 콘텐츠의 새로운 활용 사례를 제시하였다.

• Cartoon and Animation Studies
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• s.27
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• pp.153-176
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• 2012

In the midst of the fusion era in digital contents, securing a variety of traditional cultural sources is important. Out of its long history, Korea has extensive spectrum of cultural contents in combination with conventional religions. Buddhist art has been a pillar of the traditional culture for a long time in Korea, by which we could secure new sources for cultural contents and classify them. This is aimed that we could bring the future brands into reality based on the traditional culture through Buddhist cultural contents. This study hired the original cultural forms in the viewpoints of traditional culture. Study on the implication through the symbols of Avalokitesvara (觀音菩薩) and Buddhist child (童子) in Buddhist art might allow to secure a foothold to create own characters. Thus, focusing on Avalokitesvara (觀音菩薩) and Buddhist child (童子) in the Buddhist sacred images as registered in Cultural Heritage Administration for national treasures, those traditional characters were reviewed through their own system of symbol. During the course, Buddhist characters were available to be classified into DB by their roles and materials지물. This study could help to exploit the complicated Buddhist culture of its symbolic meanings and to shape them into original forms of the culture. Also, through the meanings of the Buddhist sacred images, it could provide the digital contents pool with Korean traditional characters.

• Journal of Digital Contents Society
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• v.16 no.3
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• pp.425-436
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• 2015

Along with the spotlight of storytelling, storydoing has attracted public's attention as it has been utilized in various different areas. There are valued message by producer and story to back it up in the storydoing. Recipient will acknowledge the affordance encouraged by producer and confirm the message by practicing it. Finally producer will evaluate the practice process. Therefore, storydoing promotes the product of company, strengthens the brand image and delivers message and value through a previously mentioned cycle. Ultimately, storydoing is operated based on user's experience. In this study, based on the experience theory of John Dewey, in order to discover how the interactivity and continuity operate story doing, we conducted a study on the concept of storydoing, the national and international story doing status, the difference between storytelling and storydoing, the elements of story doing, the relationship with user experience, and the principle of operating story doing. As a result, we learned that story doing had the five elements of message, story, characters, action, and confirmation, and operated by the interaction and continuity between the producer and receptor. Thus, through this research to understand the nature of storydoing, we have identified new trends of the cultural industries and discovered the possibilities to expand the application scope of storydoing, which was currently applied by companies to promote their brand images, onto contents field. More importantly, the proposal of theoretical differences between storytelling and storydoing makes this report meaningful in terms of sociocultural, industrial and academic aspect.

• 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.