• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.431-442
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• 2022

Despite the rapid reorganization of the center of consumption online, the fashion industry is still strengthening brand marketing using offline stores. This study investigates the psychological mechanisms of shopping flow by three mediators that influence the e-word of mouth(e-WOM) as a marketing performance variable in recent marketing. Data collection was conducted online for 241 women in their 20s and 30s. The significance of multi-mediated pathways was verified using Process 3.5 Model 6. The results for multiple mediation paths are as follows. First, the direct effect of shopping flow on brand advocacy was not significant. Second, analysis of the significance of the indirect effect via simple mediation found that the path mediated by shopping value in the path from the shopping flow to brand advocacy was significant. Third, analysis of the indirect effect by double mediation revealed all three double mediating effects of shopping flow on brand advocacy were significant(emotional response and shopping value, emotional response and store attachment, shopping value and store attachment). Fourth, analysis of the significance of the indirect effect by sequential multiple mediation established the indirect effect leading to emotional response, shopping value, and store attachment was significant. These results indicate that the operation of an experiential fashion store is not just a means for sales, but a communication tool that improves and promotes the brand advocacy by providing brand experience in a store.

• Journal of Fashion Business
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• v.26 no.3
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• pp.116-137
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• 2022

The purpose of this study was to develop jacket patterns that could fit well for women in their 20s with turtle neck syndrome body shape and to present a pattern drafting method. As a research method, an educational pattern was chosen through a preliminary experiment. Fit problems of the educational pattern were derived by wearing it on a virtual model with a turtle neck syndrome body type for each neck angle. Based on the three types of experimental patterns developed by supplementing these problems, a development pattern drafting method was developed for each neck angle. Three development patterns were compared and evaluated with the educational pattern using 3D virtual fitting. Fit problems of the educational pattern included: 1) insufficient ease amounts for hip, hem, bicep, elbow, and sleeve hem circumference; 2) horizontal items could not be leveled due to insufficient back length; 3) the shoulder line went backwards; and 4) the front center line did not form a vertical line. To solve these problems, an experimental pattern was developed by increasing the insufficient ease amount, increasing the insufficient back length, and correcting the position of the shoulder line. Measurements that differed in the pattern drafting method of the three types of development patterns by neck angle were positions of back center line and back neck point, front length, and front neck width. Through appearance evaluation of the development pattern and educational pattern by neck angle, the development pattern was highly evaluated, indicating that problems of the educational pattern were improved.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.2
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• pp.277-294
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• 2023

As more consumers have turned to online shopping since the COVID-19 pandemic, communication through offline channels has also entered a new phase. Young consumers recognize offline channels as a play space for enjoying various experience elements. Applying Pine and Gilmore's (1998) experiential economy theory, this study initially explores the structure of experience factors in the context of experiential fashion stores (RQ1). Next, we investigate the effect of experience factors on consumer loyalty by mediating store attachment (RQ2). In addition, the moderating effect of fashion innovativeness was verified (RQ3). This survey targeted members of the MZ generation who have visited experiential fashion stores. A total of 225 survey responses were analyzed using AMOS 22.0 and SPSS 26.0. First, as a result of factor analysis, the experience factors of experiential fashion stores were classified into education, escapism, and aesthetic entertainment. Secondly, as a result of structural equation modeling (SEM), all three experience factors positively affected store attachment, and increased attachment positively enhanced consumer loyalty. Finally, as a result of multigroup SEM analysis, consumers with low fashion innovativeness considered educational experience as an important factor in inducing store attachment, while consumers with high fashion innovativeness value escapism and aesthetic entertainment experiences.

• Fashion & Textile Research Journal
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• v.25 no.2
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• pp.139-152
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• 2023

Despite efforts to apply 3D print (3DP) technology in the field of fashion and endless discussions about the possibility of future development, in reality, it is difficult to utilize 3DP technology in fashion for reasons related to material, technology, and cost constraints. The purpose of this study was to supplement the limitations of 3DP technology in order to promote its utilization in fashion and simultaneously find a solution to achieve aesthetic satisfaction in the design method. Specifically, through the development of fashion products with a 3DP polymer-fabric structure to which the parametric design methodology has been applied, this study explored the possibility of practical application and proposes a new 3DP fashion design method. The 3DP polymer-fabric developed as a result of the research was stably adhered to the fabric. Additionally, the study confirmed the possibility of making 3DP clothes that are amenable to the wearer's activities, as it was verified that cutting and sewing tailored to the human body's curvature and structure can be performed. The design process using the 3DP polymer-fabric presented in this study is meaningful in that it suggests a solution to complement the limitations of modern technology in connection with designers' creativity. Moreover, the design process presented in this study is expected to contribute to the commercialization and generalization of 3DP by providing practical help to allow fashion experts to utilize 3DP technology.

• Journal of Fashion Business
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• v.26 no.1
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• pp.68-91
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• 2022

The purpose of this study is to create modern patterns based on considering the types and design elements of Joseon hwapo patterns containing Korean identity, and to develop costume designs by applying design elements of traditional Korean dress, Hanbok. These designs combine traditional costumes with modern sensibility using the attribute listing method, and present them using a 3D virtual clothing program. Through this, it is meaningful as it organizes data on Joseon hwapo patterns, which were rarely dealt with in the traditional Korean costume research, and it is also of research value as it is a work that utilizes Joseon hwapo patterns as a new source of fashion design development. As a research method, literature research was conducted based on the documents, 'Nabeshima-sarasa hidensho', 'Nabeshima-sarasa mihoncho', and 'Zoho kafu benran', which are related to Joseon hwapo remaining in Japan. Based on the literature research, research was performed by creating pattern design and costume design using the attribute listing method, and 3D virtual clothing. Traditional Korean costumes used in design development in this study were saekdong-jeogori, dolddi-jeogori, magoja, hongjangsam, durumagi, jungdan, gollyongpo, jeogui, breast band, mujigi-chima, chima, and baji. Further, accessories used in each costume, such as pyeseul, daedae, hapi, and jeonhaeng-utchima, and features of configurations, such as yongbo, chest ribbons, band hem, gusset, collar and dongjung, heorimalgi, neckline, and sapok line, were used for design development.

• Journal of Fashion Business
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• v.26 no.1
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• pp.1-15
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• 2022

Digital transformation has induced changes in human life patterns; consumption patterns are also changing to digitalization. Entering the era of industry 4.0 with the 4th industrial revolution, it is important to pay attention to a new paradigm in the fashion industry, the shift from developer-centered to user-centered in the era of the 3rd industrial revolution. The meaning of storing users' changing life and consumption patterns and analyzing stored big data are linked to consumer sentiment. It is more valuable to read emotions, then develop and distribute products based on them, rather than developer-centered processes that previously started in the fashion market. An AI(Artificial Intelligence) deep learning algorithm that analyzes user emotion big data from user experience(UX) to emotion and uses the analyzed data as a source has become possible. By combining AI technology, the fashion industry can develop various new products and technologies that meet the functional and emotional aspects required by consumers and expect a sustainable user experience structure. This study analyzes clear and useful user experience in the fashion industry to derive the characteristics of AI algorithms that combine emotions and technologies reflecting users' needs and proposes methods that can be used in the fashion industry. The purpose of the study is to utilize information analysis using big data and AI algorithms so that structures that can interact with users and developers can lead to a sustainable ecosystem. Ultimately, it is meaningful to identify the direction of the optimized fashion industry through user experienced emotional fashion technology algorithms.

• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.601-610
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• 2023

The study analyzed the effect of VMD components of virtual reality (VR) stores on the psychological effectiveness of technology acceptance. As a result of the analysis, among the VMD components of fashion virtual reality (VR) stores, experientiality, aesthetics, and suitability had a significant positive effect on perceived usefulness, perceived ease of use, and perceived enjoyment. There was no significant effect on perceived usefulness, perceived ease of use, or perceived enjoyment. The results of this study are significant in that they conducted an empirical study on the intention of use due to the VMD components of a fashion virtual reality (VR) store, which was rarely covered in previous studies on fashion virtual reality (VR) stores.

• The Research Journal of the Costume Culture
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• v.31 no.1
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• pp.34-52
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• 2023

In this study, text mining was conducted on the product names of skirts, pants, shirts/blouses, and dresses to analyze the characteristics of keywords appearing in online shopping product names. As a result of frequency analysis, the number of keywords that appeared 0.5% or more for each item was around 30, and the number of keywords that appeared 0.1% or more was around 150. The cumulative distribution rate of 150 terms was around 80%. Accordingly, information on 150 key terms was analyzed, from which item, clothing composition, and material information were the found to be the most important types of information (ranking in the top five of all items). In addition, fit and style information for skirts and pants and length information for skirts and dresses were also considered important information. Keywords representing clothing composition information were: banding, high waist, and split for skirts and pants; and V-neck, tie, long sleeves, and puff for shirts/blouses and dresses. It was possible to identify the current design characteristics preferred by consumers from this information. However, there were also problems with terminology that hindered the connection between sellers and consumers. The most common problems were the use of various terms with the same meaning and irregular use of Korean and English terms. However, as a result of using co-appearance frequency analysis, it can be interpreted that there is little intention for product exposure, so it is recommended to avoid it.

• Journal of the Daesoon Academy of Sciences
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• v.17
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• pp.73-92
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• 2004

The present article deals with the concept 'ekayāna' as the spirit of the times in the period of Unifying War in Shilla, which is embodied in the thought of Wonhyo and Euisang. This article is divided into five sections. Section I introduces the background of research history regarding the spirit of the age during the Unifying War, and explaines the reason why we adopted two thinkers such as Wonhyo and Euisang, especially the concept 'ekayāna' of the two as a subject for inquiry. Section II discusses on the hermeneutical difference between the Chinese Faxiang sect and Wonhyo regarding the interpretation of one passage from Saṃdhinirmocana-Sūtra, in which the relation between ekayāna and triyāna is explained. It is noteworthy that Faxiang sect places emphasis on the differentiation of triyāna, but Wonhyo gives emphasis to equality of ekayāna. Section III refers to the hermeneutical horizons of Wonhyo which is connoted in the interpretation of Saṃdhinirmocana-Sūtra, especially focusing on the concept 'ekayāna'. Here we can make a conclusion as follows; Firstly, the 'ekayāna' in Wonhyo is immanent in 'triyāna' and at the same time transcendental from 'triyāna', so to speak 'com-transcendetal' with 'triyāna'. Secondly, there is inseparable and unmixable relation between 'ekayāna' and beings. In another words, 'ekayāna' is śūnyatā. Thirdly, 'ekayāna' is a kind of universal truth(普法 pŭ fă) in that it offers the benefit to open and develop the immanent buddhadhātu of all living lives. In addition to Wonhyo's thought on ekayāna, section IV refers to the concept 'ekayāna' of Euisang. On Euisang, 'ekayāna' is 'the perfect teaching(圓敎 yuán jiào)' and 'pratītyasamutpāda'. From this point of view, we can conclude that the thought on ekayāna between the two, Wonhyo and Euisang is not different, and completely coherent. As a result, as it is concluded in section V, it is also clear that ekayāna has 'com-transcendental' relation to triyāna. Therefore we can safely make a conclusion that the spirit of the times in the period of Unifying War in Shilla among the leading thinkers is the vision for 'com-transcendency'.

• Journal of Fashion Business
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• v.27 no.5
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• pp.60-77
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• 2023

The scale of the industry utilizing the Metaverse platform is gradually growing around the world. Fashion brands are also starting to utilize the Metaverse platform as a new market to replace the next e-commerce platform by targeting new consumers, MZ generation, and even Alpha generation. In this study, a real K-fashion designer's outfit was made into a 3D outfit using CLO 3D program to express it in a new market, the Metaverse 3D platform. It was then compared with a real outfit. An avatar prototype was completed using Max program to simulate the 3D digital fashion outfit and produce an avatar through an optimization process. The 3D outfits showed the same level of results as the actual outfits in terms of fabric surface, material texture, drapability, overall outfit, details, and trimmings. In addition, we proposed a 2D work on total styling suggestion and modeling to secure data sets for future AI-based styling services. In conclusion, this study revealed that actual outfits and 3D outfits had the same results. It is significant that it can be a sample work to build a styling data set through styling suggestion and content production as a significant amount of styling DB construction will be required before AI styling automation services.