• 한국의류산업학회지
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• 제15권2호
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• pp.219-230
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• 2013

To generate future profits, luxury brands need to recognize and understand customers as individually important and analyze the impact factors that improve specific customer equity. With the growing recognition that customer equity is a key strategic asset, this study empirically investigates the effect of customer equity drivers on customer loyalty based on the study of Vogel et al.(2008) which expanded the Rust et al.(2000)'s study on customer equity. We empirically examine if the customer equity drivers have a different impact on customer loyalty. This study hypothesizes that the relative effect of customer equity drivers would be different depending on the purchasing behavior of consumers and examines the effects of them on the relationship of the drivers of customer equity and customer loyalty. We use stepwise multiple regression analysis to empirically test the relationship of value equity, brand equity, and relationship equity and customer loyalty. Relationship equity influences customer loyalty more strongly than value equity and brand equity. Customers seem to build loyalty based on the careful assessment of all costumer equity drivers (value equity, brand equity, and relationship equity). In addition, their relative impact is different depending on the purchasing behavior of consumers. A company cannot maintain all customer equity drivers at a high level with limited marketing resources; therefore, marketing investment for all customer equity drivers need to be allocated differentially depending on the purchasing behavior of consumers.

• 한국의류산업학회지
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• 제19권4호
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• pp.365-372
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• 2017

This study systematically identified the influence of the school look fashion image on public culture, which is used for increasingly sexualized marketing appeal by domestic Girl Groups. We examined and analyzed the school look fashion image of Girl Groups, focusing on the Lolita complex which is particularly influential in the sexual appeal of domestic popular fashion. The method of this study is based on a literature review from the years 2007 to 2016, when the female girl groups began to receive attention. The music videos of the female girl groups in the top 100 charts of 'Melon' from 2006 to 2-16, which provides the largest mobile music service in Korea, were watched and analyzed as primary data. As a result, it was found that the 'school fashion look image' of adolescence which was used as costumes for Girl Groups, plays a role in commercializing the image of a 'girl', and the types and characteristics of school look fashion image are drawn in two ways. First, it is the image of a seductive Lolita complex. This is the case where young girls wear school look fashion image to emphasize their sexual maturity. Second, it is the case that is using the school look fashion image in order to perform with the 'young girl' concept, as an image of the enchanting Lolita complex; in addition, the erotic body image is more explicitly exposed through choreography and nakedness.

• 한국의류산업학회지
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• 제18권6호
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• pp.787-799
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• 2016

This study considers aesthetic characteristics by examining fashion style of fashion journalist Anna Wintour. Fashion journalists are specialists who work at fashion media. Especially, Anna Wintour is one of the most famous fashion journalist in the world and fashion icon, who has been editor-in chief of Vogue USA since 1988. For this study, Anna Witour's photograph was collected from 2010 to 2015 on web-sites. After collecting images, it analysed with 4criterions which were silhouette, color, fabric(pattern and texture) and hair style(and accessories) following advance researches analysis about fashion style. The conclusions of this study are as follows. First, symbolism revealed that could express her identity through utilizing steady items such as blond bob hair, Chanel bold sunglasses, short round neckless and Manolo Blahnik's low-heeled slingback nude sandals. Especially, she gave consistency to her fashion style with fixed hair style and accessories which are similar in shape. Second, femininity, that reveal as an internal characteristic such as sensitivity and as an external characteristic like fluidity. Anna Wintour expressed femininity with elegant curvy silhouette, various of color and flower pattern. Particularly, she emphasized nature women's body shape with princess silhouette, slim silhouette. Third, analysis result indicated characteristic of authority with oversize silhouette, wide lapel details and glamorous genuine fur items. Furthermore, some of her fur items looked overwhelming which dyed in artificial color or printed with leopard pattern. These powerful items contained immanent meanings that are power and position which could express a role as an editor-in chief of Vogue USA.

• 한국의류산업학회지
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• 제22권4호
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• pp.432-445
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• 2020

This study identified the utilization characteristics of individual fashion taste expression on Instagram, and examined the impact of the use of the media on the formation and change of fashion taste. The research method conducted 1:1 indepth interviews with 19 people in their 20s and 30s using 501 images for analysis. The results of this study are as follows. Posting, searching, and reading behavior on Instagram were identified in three dimensions (self-expression, information gathering, and relationship orientation). In the image of self-expression, clothes were displayed at the time so that they could be checked and applied in other ways. Accumulated posts inspired people to look back on past styles and use them to reflect on the present. A media environment that was constantly exposed to information in real time allowed people to try various styles by imitating other users' posts and share in a process of creatively exploring styles to help organize fashion tastes developmentally. Participants had selective relationships with people of similar tastes who experienced the pleasure of enjoying through the exchange of tastes in fashion. These taste mates directly influenced the formation or change of tastes, serving as a criteria for styles or presenting new styles. In this study, fashion taste was formed by individual efforts of pursuit (not a collective social class choice) and was a continuous process of constantly changing that also exploring discriminatory styles.

• 한국의류학회지
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• 제31권4호
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• pp.507-518
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• 2007

This study aimed to investigate the competitive advantages of Chinese fashion industry and firms to Korean fashion industry by applying the generalized double-diamond theory. Data collection was done by internet and fax survey. Questionnaires were distributed to the Korean textiles and apparel firms who entered China for production anuor distribution. List of firms were provided by KOFOTI, KOTRA, and Korea Apparel Industry Association. Total 198 questionnaires were distributed, and 77 questionnaires were used for final analysis. The results were follows. Korea's competitiveness scores of double-diamond model were higher in every aspects, such as demand condition, infra/supportive industry, firms's strategy and competition except factor condition. Glottalization score in double diamond model measured by the degree of glottalization which was determined by international diamond factors which make firm's multinational/international activities possible. Chinese fashion industry's globalization score of factor condition was significantly higher than Korea, but for the rest of aspects, Korean fashion industry showed higher scores. Therefore, Korean fashion firms can overcome comparative disadvantage of factor condition by utilizing Chinese fashion industry no matter what type of entry. In addition, considering the growth rate of Chinese fashion industry and its power of influence in the world market, the entry to the global market of the Korean fashion industry can be possible.

• 한국의류산업학회지
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• 제21권4호
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• pp.412-419
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• 2019

This study is to help maintain the identity of traditional Korean culture and develop fashion culture products by applying images and composition forms of traditional lattice patterns for vest designs. Lattice can be distinguished as a shape created through intersecting vertical and horizontal lines, in the form of oblique lines in vertical and horizontal structures, and in the form of an oblique line. Lattice patterns represent the overall unity and order as well as the beauty of small spaces created by simple lines. Traditional lattice patterns of the Joseon Dynasty were examined theoretically through the literature. Based on theoretical grounds, there is study illustrates vest designs using Adobe Illustrator CS6 as well as works on a 3D virtual costume using CLO Trial 4.2, a 3D virtual dressing system of CLO Virtual Fashion. This study developed an easy to wear vest design categorized as clothes for both men and women. The geometric formality of the lattice pattern has been applied to fashion culture products. In this study, the design was developed focusing on lattice, kotsal (flower pattern), sosulbitsal (diagonal), sotdaesal, tisal (horizontal & vertical). This study can be used as basic data in the domestic fashion cultural product market that can help maintain the originality of Korean culture in the global era that also assists in the successful promotion of Korean culture and traditions.

• 한국의류산업학회지
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• 제23권6호
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• pp.799-809
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• 2021

This study aimed to grasp the perceptions and trends in fashion platforms and fashion smart factories using big data analysis. As a research method, big data analysis, fashion platform, and smart factory were identified through literature and prior studies, and text mining analysis and network analysis were performed after collecting text from the web environment between April 2019 and April 2021. After data purification with Textom, the words of fashion platform (1,0591 pieces) and fashion smart factory (9750 pieces) were used for analysis. Key words were derived, the frequency of appearance was calculated, and the results were visualized in word cloud and N-gram. The top 70 words by frequency of appearance were used to generate a matrix, structural equivalence analysis was performed, and the results were displayed using network visualization and dendrograms. The collected data revealed that smart factory had high social issues, but consumer interest and academic research were insufficient, and the amount and frequency of related words on the fashion platform were both high. As a result of structural equalization analysis, it was found that fashion platforms with strong connectivity between clusters are creating new competitiveness with service platforms that add sharing, manufacturing, and curation functions, and fashion smart factories can expect future value to grow together, according to digital technology innovation and platforms. This study can serve as a foundation for future research topics related to fashion platforms and smart factories.

• 한국의류산업학회지
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• 제24권2호
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• pp.206-216
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• 2022

This study sought to examine the sustainability criteria found in the global sourcing practices of global fashion retailers. Sustainable supply chain management, with a particular focus on the sustainability criteria of global sourcing, was analyzed. This qualitative study was based on a focus group interview and corporate social responsibility (CSR) annual reports. Eight master categories, 18 middle categories, and 37 bottom categories were extracted. The key categories and their middle categories were as follows: (1) Social compliance (working conditions, employment, safety); (2) Environment concerns (environmental pollution management, eco-friendly production, supply chain environment); (3) Energy efficiency (energy saving program, store environment); (4) Consumer protection (restricted substances management, consumer product safety improvement); (5) Management system (code of conduct, triangle audit system); (6) Community social activities (local community service, voluntary activities, charitable activities); (7) External stakeholder engagement (media & non-governmental organization management, maintenance of relationship with local authority); (8) Brand protection (respect for companies' intellectual property). The findings of this study offer academically significant insights into the sustainability criteria that can be encountered by companies under diverse global sourcing scenarios, revealing that global sourcing by fashion retailers is not merely a means of reducing costs, but a way of generating new jobs and making a social contribution to developing countries. The study's findings also have practical significance, offering guidelines for general CSR activities in the global sourcing process.

• 한국의류산업학회지
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• 제24권5호
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• pp.493-504
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• 2022

This study aims to gain a deeper understanding of the fashion styles of underground rappers in China and South Korea. Due to rappers' fashion influence on modern fashion trends, research on rapper fashion has been conducted steadily in the field of apparel. Qualitative research methodologies including literature research and in-depth interviews were the primary techniques used to solve the research questions. In-depth interviews were conducted with 10 Chinese underground rappers and 10 Korean underground rappers to reveal and explore their fashion style and view of fashion. As a result, the participants' fashion styles were categorized into four styles: authentic hip-hop fashion style, popularized hip-hop fashion style, easy sports casual style, and trendy street style. Rappers from both countries consider that their identity as rappers can be demonstrated through their hip-hop fashion style. The influence of hip-hop culture and the popularity of rap music differs between China and Korea. It affects not only the rapper's musical characteristics, but also their fashion style. While Korean underground rappers' fashions style is trendier, Chinese underground rappers' fashions style displays stronger characteristics of hip-hop fashion. Due to the public's negative view of rappers, some Korean underground rappers intentionally try to hide their identity by wearing a fashion style that differs from the authentic rapper image. Understanding the fashion styles of underground rappers in Korea and China is expected to assist in predicting future hip-hop culture and rapper fashion trends.

• 한국의류산업학회지
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• 제24권5호
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• pp.577-592
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• 2022

This study aims to confirm which factors related to technology acceptance affect generation MZ's use of luxury fashion platforms. For this purpose, Internet self-efficacy and technology readiness were added as new exogenous and moderating variables using extended UTAUT. Then, performance expectancy, effort expectancy, social influence, and facilitating condition as a factor of UTAUT were set as mediating factors. Response data were collected through questionnaires for generation MZ with experience in using luxury fashion platforms, and a factor analysis, reliability analysis, correlation analysis, and path analysis were conducted using the SPSS and AMOS statistical programs. According to the results, the Internet self-efficacy of generation MZ significantly affected on performance expectancy, effort expectancy, social influence, and facilitating conditions on the luxury fashion platform. Moreover, performance expectancy and social influence had a significant effect on the use intention of luxury fashion platforms, but effort expectancy and facilitating condition did not have a significant effect on use intention and use behavior. Additionally, as the moderating effect of technology readiness affects only the relationship between social influence and behavioral intention, it was confirmed that social influence is an important variable with the characteristics of MZ consumers. Therefore, it is deemed necessary to recognize the importance of social influence when trying to use new technologies targeting generation MZ in the fashion industry.