• Proceedings of the Korean Society of Computer Information Conference
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• 2020.01a
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• pp.269-270
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• 2020

본 논문에서는 한류의 영향으로 그 관심이 증가되고 있는 신한복 커스터마이징 시스템 개발을 위해 신한복 치마 패턴개발에 필요한 기초자료를 얻고자 시판 6개 신한복 브랜드의 치마 패턴을 비교분석하였다. 같은 디자인의 free사이즈 치마임에도 불구하고 각기 다른 치수로 제작되는 것으로 나타났다. 치마길이는 17cm, 허리벨트길이는 29cm, 허리벨트폭은 4.5cm, 끈길이는 72.7cm, 치마길이는 17.0cm, 치마폭은 90.5cm의 차이를 나타냈다. 같은 신한복 치마임에도 브랜드에 따라 치수 차이가 큰 것으로 분석되어 치수규격의 정리가 필요할 것으로 사료된다. 한국 성인여성의 신체치수를 분석하여 그에 적합한 신한복 치마 패턴 개발이 이루어져야 함을 알 수 있다.

• Proceedings of the Korea Database Society Conference
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• 1997.10a
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• pp.358-375
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• 1997

가. 패션 디자인 기초 정보 수집/분석 - 국내외에 산재하는 패션디자인 정보의 기초자료를 입수 - 디자이너별/ 컬렉션별/주제별로 분류 - 가공 나- 패션디자인정보의 멀티미디어 DATA BASE개발 - 화상(IMAGE)/해설(TEXT)/ SOUND의 복합 DATA BASE SYSTEM - PC통신망 서비스를 위한 DATA개발 다. 패션디자인 관련자료의 DB화 - 패션디자인 이론서 - 패션디자인 컨테스트 / 이벤트 정보 - 패션디자인 교육기관 정보 - 패션브랜드 정보 (내셔널 / 디자이너 / 수입) 라. DATA BASE 공급 서비스 - PC통신망을 통한 서비스(DOWN LOAD 가능) - 디자인작품 IMAGE 및 CONCEPT/ DETAILS/ CAPTION - PC통신을 이용 디자인 인력 구인/구직정보 활용 - 패션디자인 해외유학 정보 마. Inter-NET 서비스 - Inter-NET을 이용 국내디자이너작품 해외 소개(중략)

• The Research Journal of the Costume Culture
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• v.28 no.2
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• pp.147-165
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• 2020

To identify the antecedents of repurchasing intention toward fast fashion brands, this study was conducted to examine brand authenticity and brand identification as both direct and indirect antecedents of repurchasing intention through fast fashion brand love. Through convenience sampling, 266 university students in Seoul metropolitan area completed a questionnaire survey. Data were analyzed using SPSS for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. Factor analysis revealed the following: for brand authenticity, four dimensions('originality,' 'reliability,' 'continuity,' and 'naturalness') were revealed; for both consumer brand identification and repurchase intention one dimension was revealed; and for brand love two dimensions were revealed('passion' and 'affection'). Path analysis confirmed that 'reliability' and 'naturalness'in relation to brand authenticity indirectly influenced repurchase intention through 'passion'(as a factor of brand love) and directly influenced repurchase intention. Further, 'continuity' in relation to brand authenticity indirectly influenced repurchase intention through 'affection'(as a factor of brand love) and directly influenced repurchase intention. Consumer brand identification influenced repurchase intention indirectly through two factors of brand love. These results suggest that fast fashion brand marketers should implement effective strategies that consider consumers'perceptions of brand authenticity, consumer brand identification, and brand love.

• Archives of design research
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• v.19 no.4 s.66
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• pp.91-100
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• 2006

The contemporary consumer's fashion retail shops are becoming diverse in function and sensitivity while keeping in mind the effects of consumer's lifestyles according to changing fashions. Recently, external changes and expressive characteristics have become symbolic in retail fashion shops. This reinforces the importance of the skin, which is becoming image-sensitive and increasingly important. Therefore, this thesis will study the relationship between expressive tendency and skin in fashion retail shops by distinguishing the characteristics of a skin historically as well by categorizing the four brands from flagship stores which have introduced brand identity and an exceptional expressiveness of skin into types of form and space.

• Journal of the Korean Society of Costume
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• v.62 no.6
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• pp.67-79
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• 2012

Much of the conceptual work in the field of Corporate Social Responsibility(CSR) originated from studies that were conducted in general corporations; however, many issues were peculiar to the area of fashion brand social responsibility. The purpose of this study is to develop a scale to measure the social responsibility of fashion brands in order to establish a specific, scientifically based marketing strategy. Through a literature review that disclosed 59 items regarding CSR and results from focus group interviews and exploratory factor analyses, we developed 23 items pertaining to fashion brand social responsibility. The measurement items were organized into five dimensions: economic, legal, ethical, environmental, and philanthropic responsibility. We found the 23-item scale to have good reliability and validity. We also found that fashion brand social responsibility positively influenced brand loyalty, including repurchase intention, continuance intention, and word of mouth. Thus, strategic planning for social responsibility in regards to fashion brands is essential in order to secure loyal customers, for both domestic and foreign brands compete in the fashion market.

• Journal of Fashion Business
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• v.15 no.4
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• pp.155-166
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• 2011

The purposes of this study was to examine Chinese consumers's perception toward Korean fashion brands. Especially, this study aimed to compare the Chinese consumers in three local groups (Beijing, Shanghai, & Yangji). The subjects used for this study were one hundred ninety-six participants(male; 110, female; 86) in 20s age who live in China. For data analysis, descriptive statistics, Cronbach's alpha, and t-test were used. Cronbach's alpha test revealed that all instruments which were used for this study had over 0.85. As the results, first, 67.9% of Chinese consumers perceived Korean brands correctly as Korean brands. Also, 42.5% of Chinese participants had purchased Korean fashion brand products such as Teenie Weenie or E-land. Second, there were not significant differences in brand attitudes among three group participants. However, there was a significant difference in 'brand preference' factor, one of three brand attitudes, between two ethnic groups. Finally, there were not signifiant differences in brand image, while there was a significant difference in intelligent brand image, one of 4 brand image factors, between two ethnic groups. These results of this study would be very useful for Korean fashion brand marketers in order to understand Chinese fashion consumers more details, and provide more efficient fashion marketing strategies.

• Journal of Fashion Business
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• v.16 no.5
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• pp.130-145
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• 2012

The purpose of this study is to investigate the influence of cause-related marketing on consumer attitude for fashion brand in terms of brand familiarity, consumer's propensity for data processing and types of advertising. The design of this study is comprised of 2(brand familiarity : high vs low)${\times}$ 2(consumer's propensity for data processing : high vs low), designed with three mixed elements. The subjects of this study are 308 male and females in twenties or thirties from the area of Seoul, Kyunggi, Busan and Daegu. Data analysis is carried out through T-test, and ANOVA. The results of this study are as follows. First, when fashion brand pursues cause-related marketing, brand familiarity, consumer's propensity for data processing and types of advertising have statistically interaction effect on consumer's preference. Second, rational appeals in advertising have no significant interaction effect on consumer's preference in terms of brand familiarity. Rational appeals are preferred to Emotional appeals in both familiar and unfamiliar brand. Third, when fashion brand pursue cause-related marketing, brand familiarity, consumer's propensity for data processing, and the types of advertising have no significant interaction effect on consumer's preference.

• Journal of Fashion Business
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• v.24 no.3
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• pp.40-50
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• 2020

The home furnishing and living market is growing because of the increasing interest of consumers in living spaces. In this trend, global fashion companies are seeking to increase sales by expanding their businesses by launching their own home lines or brands early, taking advantage of the various advantages of each brand. In response, this study was designed to examine the strategies necessary for domestic fashion brands to pursue their business in the future by conducting a case study and characteristics analysis of the living brands of foreign fashion companies in line with the trend of expanding their living-related businesses. The following is an analysis of the characteristics of the living brands of global fashion companies. First of all, utilizing the brand awareness of fashion companies; second, the strength of unique textile designs; and third, the expansion of synergy through the expansion of the business into various fields. Fourth, the lack of diversification in materials suitable for living products; fifth, the lack of information on quality; sixth, the lack of space and contents for living areas. Finally, a living brand strategy of a domestic fashion company was proposed as follows. First, it proposed collaboration with textile design companies and designers; second, it proposed exploring business models through the inclusion of brand licenses; and third, it proposed expanding the planning of living products of private brand by distribution companies.

• Journal of Fashion Business
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• v.28 no.1
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• pp.68-82
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• 2024

The fashion industry has been placing great importance on establishing and communicating brand identity in response to the rapidly changing landscape of consumer preference and media development. This study aimed to explore effective communication methodologies for building a strong brand identity for domestic designer fashion brands. To achieve this, trends in the domestic fashion industry were categorized, and key words were derived to develop three new communication methodologies through an analysis of 10 domestic brand cases. This study confirmed that a strategy that focuses on forming emotional relationships with consumers is essential for establishing brand identity. To this end, the proposed communication methodologies include the following: First, delivering sustainable messages through emotional storytelling, which is a key approach for building emotional bonds with consumers. Second, expanding the brand experience to elicit positive responses from consumers by immersing them in special situations to experience brand identity. Third, brands can enhance consumer brand loyalty by fostering continuous relationships with consumers and cultivating brand culture through omnichannel strategies that encompass both offline and online channels. Consequently, this study presents practical strategies for various fashion brands along with theoretical contributions to domestic fashion brand startups and brand identity construction. With these strategies, it is anticipated that brands will establish clear and specific content and build a stronger brand identity by engaging in diverse communication methods that offer consumers sustainable values and brand experiences.

• Journal of Global Scholars of Marketing Science
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• v.16 no.3
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• pp.87-106
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• 2006

Importance of on-line community has been increased and also on-line community has been used as an important marketing tool. Fashion companies also considered that on-line community provides opportunities to develop customer relationship and to improve customer loyalty. The purpose of this study is 1) to identify the characteristics of fashion on-line community, 2) to investigate the differences of factors affecting brand loyalty among fashion lifestyle groups. For data collection, on-line survey was conducted for fashion on-line community members in Daum portal site and total 404 subjects were used for this study. Factor analysis, cluster analysis, and regression analysis were used for data analysis. The results of this study were as follow: first, characteristics of fashion on-line community were classified as three factors: 'interactivity', 'information provision' and 'interest provision'. Second, the impact of fashion on-line community characteristics on brand loyalty were found to be significantly different among lifestyle groups. The results from this empirical study provide basic information for strategic planning about fashion on-line community by analyzing characteristics of on-line community users.