• The Research Journal of the Costume Culture
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• v.10 no.2
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• pp.146-159
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• 2002

This study examines the textile pattern design of Italian fashion brands and their brand extensions by comparing their images. Five Italian fashion brands are chosen and the textile pattern design of their brand extensions, which were presented during the eight collection. Then their design style is compared with the design style of their main brands. The five main brands and their brand extensions are as fellows: Anna Molinari-Blumarine, Dolce & Gabbana-D&G, Girogio Armani-Emporio Armani, Gian Franco Ferre'-GFF, and Prada-MiuMiu. Their color, motive type, motive layout, motive expression, and pattern drawing technique are examined and compared. Results suggest that most brand extensions generally use color, motive type motive layout. and motive expression similar to their main brands. In particular, their pattern drawing technique is a painting style white their main brands use a graphic style. This result suggests that to create and develop new brand extensions, Italian fashion (main brand) firms in general employ color, motive type, motive layout, and motive expression technique similar to main brands, but different drawing technique to differentiate from their main brands. The results of this study suggest that textile pattern design plays an important role in developing new brand extensions and thus should be considered as a crucial part of the product.

• The Research Journal of the Costume Culture
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• v.31 no.4
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• pp.489-503
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• 2023

This study utilized the unified theory of acceptance and use of technology 2 (UTAUT2) to examine usage intentions associated with virtual fitting services. Six independent variables were examined: performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit. The study collected responses from 445 participants who had utilized virtual fitting services. Regarding factors related to usage intentions associated with these services, performance expectancy and social influence were found to significantly influence the usage intentions associated with photo-based virtual fitting services. Furthermore, performance expectancy, social influence, and habit significantly influenced the usage intention of avatar-based virtual fitting services. This suggests that higher levels of performance expectancy and social influence positively impact the usage intentions associated with both types of virtual fitting services, while habit influences only avatar-based virtual fitting services. Moreover, the findings confirm that effort expectancy, facilitating conditions, and hedonic motivation from UTAUT2 do not significantly influence usage intentions associated with virtual fitting services. By analyzing factors influencing potential customers' virtual fitting service usage intentions, this study can suggest effective strategies to increase usage intentions for companies providing virtual fitting services. Additionally, these findings can be utilized in the formulation of virtual fitting service marketing strategies.

• The Research Journal of the Costume Culture
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• v.23 no.4
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• pp.537-553
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• 2015

Recently, some fashion retailers have initiated sustainable actions in the form of corporate social responsibility (CSR) activities to address consumers' social concerns. This study intends to combine the concept of CSR motivation attributions with brand extension literature in order to examine how consumers' trust of a parent brand affects their CSR motivation attributions and ultimately their attitudes towards parent-brand CSR activities and sustainable extension lines. A self-administered online survey was conducted using scenarios describing a fast fashion retailer introducing a sustainable line. Data from 303 female U.S. consumers, aged between 18 and 34 years, were used for the statistical analysis. Data analyses were conducted using SPSS 21.0 for descriptive analysis, exploratory factor analysis, and regression analysis. The results revealed that all hypotheses were supported. The findings show that consumers' trust of a parent brand has an indirect impact on positive attitudes towards the parent brand's CSR activities as well as the sustainable extension product line, mediating positive evaluations of the brand's social CSR motivations. In addition, this study suggests consumers' prior trust of the parent brand is a variable that affects consumers' evaluation of CSR motivation sincerity. Marketing suggestions and thoughts based on the findings of this study were provided.

• The Research Journal of the Costume Culture
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• v.23 no.1
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• pp.102-116
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• 2015

This study aimed to identify the effects of fashion brand extensions types, preannouncing and consumers' regulatory focus on preference towards extension products. To that end, the study used a 2 (fashion brand extension types: similar vs. non-similar) ${\times}2$ (preannouncing: near preannouncing vs. far preannouncing) ${\times}2$ (regulatory focus: promotion focus vs. prevention focus) three mixed elements. The subjects of the study were 280 men and women in their 20~40s living in Seoul and Chungnam province and total of 229 data were analyzed. Data were analysed with SPSS 19.0 program and three-way ANOVA, simple interaction effects and simple main effects analysis were conducted. The results of this study are as follows: First there were significant differences in preference based on fashion brand extension types and preannouncing. Second, there were significant interaction effects in preference between extension types of fashion brand and regulatory focus. But there was no difference in preference toward extension products according to types of preannouncing and regulatory focus. Lastly, fashion brand extension types, preannouncing and regulatory focus showed significant interaction effects on preference. Thus even in cases of non-similar brand extensions which carry more risk of failing, the appropriate marketing communication strategies such as preannouncing will result in brand preference. Also marketing activities should be comprehensive and strategical based on consumers' tendencies in order to derive positive evaluations.

• Journal of the Korean Society of Costume
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• v.55 no.7 s.98
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• pp.38-50
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• 2005

The purpose of this study is first, to see through the aesthetic essence of the clothing as art, through theoretical consideration of cultural feature and body style in Postmodern Feminism. Also, this study will examine the aesthetic value in artistic meaning regarding a Deformational body image in visual an. Second, this study will analysis the formative character of Modern Art to wear which expressed unfixed body style, followed by the change of Postmodern Feminity, as a Deformation image. This character will be categorized by Expansion, Grotesque, Pleasure, and Virtuality. The following is the result of this study. Expansion expressed in modern Art to wear created intentional structure of the form, and intentionally presented refusal of body existence through disembodied. Grotesque expressed refusal and deviation of women's ideal body style, which is defined by mannish discourse, very grotesquely. Pleasure pleasantly presented free emotion through an intentional transformation like distortion or imbalance of the body By paradoxically reproducing women's virtual body as other unfixed female identity was expressed visually through virtuality to embody post-gender.

• The Research Journal of the Costume Culture
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• v.5 no.4
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• pp.54-67
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• 1997

Now, this time we regarde as daylife is a part of culture in novelty view of modern culture study. Specially, we can see terms about style surfing supermarket style through visulization process for critic, combination, reconstruction, of modernism, that is post modernism. Not new style show up any more but displayed union of past style history complex, slices of decoration series. A designer group called as memphis, they designed such like that. Our view for fashion could be new in the technology, mixed media, cyber situation is stimulated us and accepted in extened concept of culture. In this study, I approched as a view of streetism cyber punkism haute couture Romanticism linked extension concept of culture. Haute couture fashion has the most historical, and constructive and decorative aspects, and regarded as principle of construction of deconstruction. And this season trend is romantic & emotional image are complexed.

• 한국HCI학회:학술대회논문집
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• 2006.02b
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• pp.591-596
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• 2006

한국 신화는 우리 민족의 정신적, 역사적 원형이며 상상력의 원천이다. 그럼에도 불구하고 타문화권에 비해 신화의 발굴과 대중적 인식이 현저히 부족하다. 그러므로 한국 신화의 창조적 복원을 통해 게임 컨텐츠를 개발하고, 이를 OMSU 사업으로 확장시키며, 나아가서는 한국 신화를 대중화하고 세계화를 달성할 수 있다. 그 시도로써 콘솔용 액션 RPG 게임의 시나리오 창작과, 게임의 성공 핵심이 되는 그래픽 작업 중 캐릭터 디자인을 전개해 보려고 한다. 단순히 고증을 되살리려는 시도보다는 한국적 요소를 게임 캐릭터에 대입하여 한국적 이미지를 도입하는 데 의의가 있으므로 각 시대만의 독창적 요소를 조합하여 새로운 디자인을 시도하였다. 복식은 사료(史料)와 주변 국가의 회화 및 역사자료를 통합한 고증을 토대로 디자인하고, 이를 판타지풍의 게임에 맞게 새롭게 재조명하였다. 본 연구는 한국의 고대 신화와 설화를 원형으로 시나리오를 창작하고, 한국의 복식 요소를 가미한 판타지 게임 캐릭터 디자인을 포함한 문화 컨텐츠를 개발하는 데 목적이 있다. 시나리오는 주인공이 잠시 머무르는 사후의 세계에서 겪게 되는 여러 가지 여정과 적대역 캐릭터들과의 마찰로 기인되는 에피소드를 중심으로 이루어졌다.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1228-1238
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• 2002

This study attempted to identify that how the meaning of clothes and clothing behavior were extended, and to examine that they, produce what kinds of meaning in the specific contort in a novel, the Honpul. The Frame of meaning analysis proposed by Beaugrande, Dressier, and Damesteter was used as an analyzing method. The 100 texts were collected for analysis from the Honpul volume 1 to 10. Psychological meanings were categorized to sensitivity meaning, disposition meaning and incantation meaning. Those had not only a basic meaning which could be gotten from the practical clothing but also second and third extended meanings. The point of this study was to present a new method and possibility for analyzing the code of costume culture by the extended meanings in novels.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.261-275
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• 2022

In this stage when K-Pop and K-Fashion have been drawing global attention, it is required to activate the Korean culture and fashion by developing fashion products which reinterpret various items in the Hanbok fields with modern sense in connection with Korean wave. Thus, this study aims to develop fashion products related to Korean wave with court dance costumes used in court banquets, which may be the origin of K-Pop, as the main theme, and to converge and expand culture and fashion fields. To this end, the original court dance costumes and their modern forms continuing in these days were analyzed and the costumes for Musanhyang, Yeonhwadae, Cheoyongmu, Chundaeokchok and Chunaengjeon differentiated from existing daily Hanbok were selected. The fashion products related to Korean wave reflecting the specific elements of those five costumes were designed. Then, the silhouette and sizes of those costumes were checked using the CLO, the 3D virtual clothing program and total 5 fashion products were created. In conclusion, the results of this paper will contribute on making Korean design popular on the design aspects, expanding the scope of Korean wave contents on the industrial aspects and globalizing the K-Fashion on the global aspects.

• The Research Journal of the Costume Culture
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• v.24 no.2
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• pp.263-272
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• 2016

Using the extended technology acceptance model (TAM), the study aimed to understand consumers' adoption process for smart fashion products. The research model was designed to examine the impacts of perceived ease of use and usefulness on attitude and behavior intention toward smart fashion products based on the technology innovativeness, enjoyment, and subjective norm variables. An online survey was conducted on consumers by employing a marketing research company. A total of 230 useable responses were obtained. Confirmatory Factor Analysis (CFA) was performed to test the measurement model. The proposed hypotheses were tested by employing the Structural Equation Model (SEM). The results found a positive impact of perceived ease of use on usefulness and a positive influence of usefulness on attitude and behavior intention. Attitude had a positive effect on behavior intention. In addition, technology innovativeness was found to have a positive influence on perceived ease of use and enjoyment had a positive influence on usefulness and attitude. Subjective norm predicted behavior intention. The findings of the study contribute to smart fashion literature and have important implications for smart fashion product developers and marketers, as they offer insights into the important role of technology innovativeness, enjoyment, and subjective norms perceived by consumers in improving attitudes and behavior intentions toward the products. Limitations and future research directions are discussed.