• Journal of Fashion Business
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• v.24 no.2
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• pp.44-59
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• 2020

This investigated the romanticism of Alessandro Michele who leads new trends in fashion industry as a creative director for Gucci. In this study, 307 women's wears exhibited by Alessandro Michele for 3 years in Milan collections from 2015 F/W to 2017 F/W are categorized according to the aesthetic characteristics of romanticism. Additionally, the five aesthetic features of Gucci's fashion design are an addition since the appearance of abnormally large size under the influence of postmodernism. The results based on the study purpose are as follows. First, the decoration makes the garments stand out by using fancy materials, splendid multicolor combination, applique embroidery and three-dimensional objects. Second, exotic style is expressed from an occidental perspective using Chinese traditional fashion or textiles, and exotic accessories. Thirdly, sensuality is manifested using see-through materials to emphasize women's breasts, or the beautiful and sexual expression of women's body. Fourth, the new creations are designed by combining contrasting elements, such as disparate materials and, different genders. Furthermore, traditional cultures like baroque and rococo, and the 1970's vintage looks inspires the creation of retro-style. Finally, the appearance of extremely large shoulders, silhouettes, and details of the human body can be explained with expansive tendency. The aforementioned results further suggest that diverse characteristics are expressed via reflection of contemporary art and trends.

• Journal of Fashion Business
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• v.17 no.5
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• pp.70-83
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• 2013

This study aims to analyze the physical distortions of fashion design which appear in the 20th century. People have been expressing the hope and beauty by twisting human body since the beginning of mankind. Each period has been showing different forms according to various social and cultural environments. The exaggerated body distortions from the primitive times to the modern are based on human body proportions. Such distortion is to emphasize the inherent beauty within the human body. However, the distortions of the body after the 20th century have been developed with the advent of surrealism which is not affected by reasons but by imaginations. Generally speaking, the reconstruction of the heterogeneous elements is allowed in art. The unexpected surreal elements are creating formative beauty using by distinctly different technique which is unfamiliar and awkward. Physical distortion creates other beauty that is not uniform and absolute beauty but it pursues the diversity of breaking down into categories. Formativeness of surreal physical distortion fashion has the potential for a variety of clothing design, therefore it has intrinsic values for continuous study.

• Journal of Fashion Business
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• v.4 no.2
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• pp.95-111
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• 2000

The purpose of this research is to investigate the concept of the photomontage technique, one of the various photographic techniques, and to analyze the photomontage image through the patterns that appeared in 1990's fashions. Moreover, by making clothes using the photomontage image, the intention of this study to apply the technique in real life is achieved. The results of this thesis for making clothes utilizing image of the photomontage are as followings. First, the photomontage expands the variety of materials that can be used, because the clothes using the photomontage image are able to take any photo images. Second, two different eras can co-exist in a piece of work since a photomontage work can uses two images from different eras. Third, it allows greater adaptability by expressing variety and utility in the making of the casual styles using conventional photo materials. The conclusion of this study is that the clothes appearing in the late 20th century using the photomontage image have been developed corresponding to the accelerated development of photography, machinery, and technical skill in civilization. Trends break away from the conventional expressions of art. This is a new trend and direction in art that will effect culture in the 21st century. The photo montage image would show the possibility of a good unification between human being and machines.

• Journal of Fashion Business
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• v.16 no.2
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• pp.74-87
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• 2012

Many fashion designers were inspired by arts. Not only arts itself but also the sprit of the artist links with fashion. This study based on French artist Yves Klein who died in 1962, at the age of 34. Klein created over a thounsand works in only seven years. Among the his various art collections, it is focused on Yves Peintures, I.K.B(International Klein Blue) and Sponge sculpture. The extracted some of core concepts including aesthetic of Klein about color and line, space perception in monochrome and expansion of monochrome toward three dimensional sponge sculptures were transformed into fashion design. As a result, Yves Sweats project, which is T-shirts project based on Yves Peintures, designed as a three-dimentional expansion of Monochrome and it was shown at Fall/Winter 2011-12 Tranoi homme trade show in Paris. Also Yves Klein collection was designed as a ready-to-wear menswear collection that was presented at Fall/Winter 2011-12 Seoul Fashion Week.

• Journal of Fashion Business
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• v.18 no.5
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• pp.42-55
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• 2014

This study examined the relative importance level of experience marketing on brand attitude and brand loyalty in beauty salon franchise stores, and attempted to raise the competitiveness of beauty salon services by presenting this elements as experience marketing strategy directions for beauty salon franchise store management. A questionnaire was used for this study on 350 adults residing in Gwangju Metropolitan City and SPSS 20.0 statistics package was used for analysis. In summary, the results of this study are as follows. First, five factors that make up experience marketing in beauty salon franchise stores were found. They were sensory marketing, relative marketing, emotional marketing, cognitive marketing and behavior marketing. Brand loyalty was categorized into the two factors, attitude loyalty and behavioral loyalty. Also, we found that experience marketing had a statistically positive impact on brand loyalty. Secondly, experience marketing of beauty salon franchise stores was found to have a statistically significant positive effect on brand attitude. Thirdly, we found that the brand attitude of beauty salon franchise stores had a statistically significant positive effect on brand loyalty.

• Journal of Fashion Business
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• v.23 no.6
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• pp.76-85
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• 2019

is based on a true story of the first transgender individual. It portrays psychological changes visually during the protagonist's confusion with self-identity based on gender. This study analyzes gender identity in contemporary fashion intensively based on gender images and costumes appearing in the film . In the society lacking a fixed gender image, this study provides a timely insight into gender identities by analyzing the fashions depicted in the movie. The movie is a true story of the first transgender person working hard to determine his or her own gender identity. As a research method, the theoretical basis of genderless approach was established via literature review. The characteristics of genderless identity were determined by dividing the movie into established and ambiguous gender periods to analyze the comprehensive changes in costumes for comparison. Einer Wagner representing male identity portrays men's fashion whereas Lily Elbe representing female identity depicts women's fashion. While the two different genders find their places in a single body, the confusion creates genderless fashion. By dividing these phases into femininity, masculinity and genderless categories, each costume was analyzed comprehensively, and the images of relatively changing fashion were studied by altering the gender identity. Four characteristics including androgyne, rebellion, pleasure and balance were derived from the gender identity based on Fashion in .

• Journal of Fashion Business
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• v.13 no.4
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• pp.21-36
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• 2009

The objective of the study is to create color plan for company D based on color images of the Bloomsbury Group paintings, which is an art institute based in Bloomsbury, London, a hometown of the company, to renew the traditional brand image of the company by blending fashion and art. This study analyzed 'D's previous F/W Color planning from 2003 to 2007 through NCS to understand characteristics of company D's color planning. It considered company D's color renewal concept by looking into Bloomsbury Group's backgrounds and pieces. Based on 2008-2009 F/W color trend and the analysis result, the study suggests a color plan with reference to a case study of the company D, for which I work as a colorist. The color renewal of the company D for 2008-2009 F/W season was categorized into theme I. Bloomsbury and theme II. Charleston for planning. The following table summarizes the result of 2008-2009 F/W season color plan with focus on development of new check and print patterns. The significance of the study can be found in that it advanced beyond the color planning stage to be applied to the actual renewal. Through a renewal of an existing brand, a fashion brand can be revitalized to have distinguished competitiveness.

• Journal of Fashion Business
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• v.10 no.6
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• pp.38-51
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• 2006

In Scythian art the multitude of animal representations well illustrates the preoccupation of this nomadic people with animals in their environment. Usually only wild animals are represented. The purpose and meaning of the animal motifs used in Scythian ornaments appears that in some cases the work was intended to be purely ornamental, while many times the motifs had symbolic meaning (such as the successful dominance of the aggressor over the victim portrayed in the attack scenes). Following earlier Scythian migrations, Sarmatian animal-style art is distinguished by complex compositions in which stylized animals are depicted twisted or turned back upon themselves or in combat with other animals. Without copying nature, they accurately conveyed the essence of every beast depicted. Scythian bound the leather belts that was hanged a hook that shaped of different kinds at the end on the upper garment. Through the antique records and tombs bequests the styles of Scythian Buckles was divided into six groups, animal-shaped, animal's head shaped, animal fight-shaped, rectangle-shaped, rectangle openwork-shaped, genre scene shaped Buckle. In Korea, through the antique records and tombs bequests the styles of Buckles was horse-shaped and tiger-shaped Buckles that were influenced by scythe style.

• Journal of Fashion Business
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• v.26 no.5
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• pp.76-90
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• 2022

The rapid growth and influence of digital technologies have had a profound effect on modern society. Companies and businesses can connect through SNS(social network service accounts). The importance of mass media empowers the creation of virtual images that are more realistic than time and space. Unlike traditional reproduction or imitation, the virtual images created in this way are reproduced in a form that lacks the original inspiration's essence. Jean Baudrillard described this phenomenon as the theory of simulation. Baudrillard argued that imitated simulated images replace reality. He stated that reality is lost under excessive images in modern society. In response, based on an understanding of the theory of hyper-reality that emerged through the late stages of the order of simulacre, this study aimed to analyze modern fashion's method of reproducing hyper-real images and investigate the method's characteristics. This study examined the characteristics of hyper-reality described by Baudrillard and analyzed the method of artistic expression of hyper-reality. Based on this method of expression, reproducibility, following the stages of image simulation, was derived. A specific case applied to fashion was analyzed, and based on the image reproduction method, specific characteristics of hyper-reality characteristics in fashion were obtained. Sixty-four collections were selected, out of which 155 images and 43 brands demonstrated the principles of image transformation.

• Journal of Distribution Science
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• v.9 no.3
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• pp.73-82
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• 2011

This study presents an effective and distinctive marketing strategy through the implementation of the aesthetic art marketing communication technique of storytelling. The reason applying art to marketing is effective is that it gives "class" and aesthetic beauty to the brand's image, which will lead to an increase in revenue and loyalty of consumers. The story stands in for the brand's subject of "desire." Luxury brand customers not only consume high-quality products, require the utmost in service, and value of the brand, they also appreciate the story the brand is telling. The story, combined with art, is called art marketing communication; it makes the brand more unique through its enhanced visual elements. The study discusses art collaboration, art exhibition, a transforming architecture project, art advertisement, a flagship store, and a human resource training center. Based on the "desire," I adopted the element and principle of storytelling. By visualizing the brand with a symbol, the company is able to relate to consumers' sentimentality. Through storytelling art marketing communication, and the strategy using relevance of brand and artist's popularity, the research shows efficient art marketing influences to the brand's image. The results of the research indicate that by using adequate art marketing communication that best reflects the identity and story of the luxury brand, it produces great results; the research also demonstrated, in various ways, that art marketing will succeed. The case showed the following outcomes. First, consumers have a tendency to choose a brand that is associated with an empathizing story. World renowned brands see through the market's "desires" for unique stories, and they also provide the ability to amuse consumers. The story in a product will become an important competitive element in future markets. Second, the art marketing communication applying a story rendered a brand with distinction. The most effective art marketing communications are art collaboration, art exhibition, locomotive architecture project, and others that are adopted as various means. Third, the brand's products were considered as an art piece, which led to not only strengthening the loyalty of consumers but also an increase in sales. In addition, the company could sustain a premium price for the goods sold. By adapting art to a brand's tradition, an innovative and creative new product provides consumer satisfaction, and producing goods in limited editions creates enthusiastic collectors. Fourth, this study suggests an abridged report, implication, limitation of the study, and directions for further research. Referring to the case for the adaptation of luxury brands, efficient art marketing strategies considering Korean company brand and efficiently study preceding Korean company brand art marketing strategy could be proposed.