• Journal of the Korean Society of Costume
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• v.50 no.3
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• pp.161-178
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• 2000

This study intended to provide the visual basic data of efficient fashion advertising for Missy Brands in the 21 th by investigating and analyzing the creative strategy related to expression of fashion advertisement. The Research methdologies were as follow. First, the change of domestic advertising industry, theoretical background of the creative strategy and the condition and problems in the domestic Missy market were studied through the relevant fashion advertisement and periodical publications. Second, the content analysis was done using the advertisement of Missy Brands in Fashion magazine, " ELLE" which were published from 1992 to 1998. (3/6/9/12). The results were summarized as follows: First, the ELLE's analysis results were to increase in number of the advertisements for the teenager Brand fro 1993 and for the I.B.(Imported Brand) or L.B(License Brand) from 1995. As a result of the analyses, we suppose that a number of advertisements are proportional related to the sales of Brands. Second, the re were significant differences between D.B. (Domestic Brand) and I.B(Imported Brand) or L.B.(License Brand ) in the change of creative strategy for Missy Brands advertisements. The creative strategy of D.B. ads was used more importantly in linsuistic message than in visual message. On the contrary, the creative strategy of I.B.(L.B) ads, attached importance to the visual message(photo). Third, the ads of TIME showed ads, effect to have relevance to sales. The creative strategy of TIME ads. appeals to consumer for consistent Brand image, at the same time reflects the distinctive Brand image from the other. This study was suggested the creative strategy change of TIME through the visual data base.data base.

• Journal of the Korean Society of Costume
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• v.59 no.7
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• pp.50-64
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• 2009

In current society, products and services are positioned to match customers' lifestyles and emotions. One example of such can be collaboration strategies. Various types of collaboration can be found and should be applied to academic research in terms of fashion designing as well as in marketing. As a result, this research focuses on defining collaboration and identifying its different forms. Case studies are provided for each form of collaboration. A set of emotional factors required for collaboration and a domestic fashion brand is selected in order to carry out analysis and design production. As a result of this study, the following conclusions were reached. First, collaboration can be defined as two or more companies, brands or even individuals working together for an agreed period of time by sharing core competencies and advantages in order to pursuit profit and value creation. Second, collaboration types can be specified into two categories which are collaboration between companies within the fashion industry and collaborations with companies outside the fashion industry. In addition, companies may collaborate with the purpose of enhancing value, broadening its areas of business and to execute an event. Third, according to the case studies examined, effects of collaboration can be upgrade of brand images, variety of promotional benefits and increase in sales. Fourth, the selections of collaboration targets were made. MOGG and Sex&the City were chosen in order to apply collaboration strategies in line with promoting the domestic womens' wear market. Fifth, by considering and applying all the findings from the research, the limited edition line was produced under the design concept of 'Sex and the City with MOGG'.

• Journal of the Korean Society of Costume
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• v.59 no.7
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• pp.65-76
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• 2009

Korea has established a code for the economic and cultural industry that covers a wide range of classes unlike the old information era which was limited to the simple knowledge, technology, tools, morals, and customers that had been established in our society. On the other hand, 'culture marketing' is a series of marketing activities in which value-added items are created and shared. The combination of business management and culture seemed pretty awkward considering how rapidly the world was changing, however, the nature of today's culture has changed and the economic nature of culture products has resulted from those changes. In this paper, two authors who expressed the cultural identity in the culture products are studied through a comparison analysis; the author Min Yeongsoon expressed the identity confusion that she experienced in a foreign country and how she overcame homesickness in her work; and the author Kim Ata expressed his confidence in Asia and used his clear and loud voice to express the culture in his work. In addition, today's culture products are affected by the surrounding cultures such as the member's traditional society, environmental culture, and individual's culture. It is a good source for good works of art. In this study, the efforts of seeking the cultural identity, structuring the concept, seeking a new market and possibilities are used to make a consistent process in order to make a series of the systems required for planning and developing culture products.

• Journal of the Korean Society of Costume
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• v.61 no.4
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• pp.92-102
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• 2011

This study researches the current status of shrouds and analyzes the current status of the Hanji shrouds and sets its goal on suggesting the direction for a futuristic shroud design, suitable for the changing funeral culture. For this, the characteristics of traditional shrouds were studied, standard shrouds' and Hanji shrouds' current statuses were researched and analyzed to suggest the development diretion for design of Hanji shrouds. The results of the research showed that the Hanji shrouds are superior in cremation and burial, and the design expressions were more effective. Also the previously established shrouds were shown to have an increase in value through use of different materials, changing designs through various patterns, or through the added symbolic value. Thus the direction of shroud development designs based on the advantages of Hanji have been drawn out to as follows: First, traditional shrouds used the ceremonial dresses, such as official uniforms or wedding dresses, from the Tang dynasty which made it multicolored. Afterwards colors were limited with the use of hemp clothes shrouds but with the appearance of Hanji shrouds, the possibility for mulitcolors and patterns became larger. Second, Hanji is superior in its expression of colors and patterns, making designs with symbolic sides such as religion possible, to meet the demands of the customers. Third, Hanji shrouds are more environmentaly friendly than the standard shrouds in cremation and burial, and it presents a much better image of shrouds for the future society. Such development of Hanji shrouds design developments satisfies the distinct and gentrified demands of the customers and it looks to be able to suggest an opportunity for environmentaly friendly actions while preparing itself for the chaning market demands and values.

• Journal of the Korea Fashion and Costume Design Association
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• v.12 no.4
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• pp.15-28
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• 2010

This study was intended to present basic materials for the direction of product planning and marketing strategy to increase the market share of men's underwear. For this purpose, it attempted to classify the groups according to the benefit of pursuing men's underwear and analyze the differences in purchase behavior among the segmented groups. The specific purposes of the study were to investigate the purchase behavior of men's underwear, to segment the consumers into groups according to underwear benefits sought, to investigate the differences in purchase behavior among the groups, and to investigate the differences in demographics among the groups. The questionnaire was distributed to men aged the 20s to the 40s living in Seoul. A total of 297 questionnaires were used for the final analysis. As a result, the following findings were obtained. It was found that 84.8% of the respondents showed there was no favorite underwear brand. They showed the favorite color of translucent color, the favorite style of trunk and brief, the favorite post-processing of silver nano, deo processing, and the favorite material of charcoal. In purchasing men's underwear, the respondents showed a preference for simple image, and the discount store as the place of purchase. The results also showed that there were four groups of underwear benefits sought: sex appeal/individuality, comfort, practicality, and fashion/brand groups. In regard to the group differences, there were significant differences in underwear purchase motives, underwear preferences, store selection criteria, and demographics.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.4
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• pp.31-46
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• 2016

This study would inquire into the fashion image and design characteristics of Peng Liyuan, the first lady of China that has a mighty influence on the recent global economy and consumption. For this purpose, first, this study investigated the fashion image of Peng Liyuan according to the role which she performs as a first lady and analyzed how the fashion image appears and changes by year and role type. Second, this study analyzed the design characteristics of Peng Liyuan's fashion image, focusing on the silhouette, fashion items, coordinated items, colors, and textile patterns. The scope of the research was limited to the dresses worn by Peng Liyuan from March 14, 2013 to September 30, 2015. The fashion image of Peng Liyuan changed from classic and elegant image to modern image till 2015, and she reduced ethnic image and emphasized romantic image. In international diplomatic visits, she tried to express the confidence and potential of China through classic, ethnic and modern image, while in formal events of China, she showed an intention to communicate with the Chinese public with soft intimacy through elegant and ethnic images. As design characteristics in her fashion image, she flexibly changed her fashion image by the composition of silhouettes and items, which could cover her mid-life body type and made use of the form and detail of Chinese traditional qipao, appropriate coordination of scarves and brooches, the combination of chromatic color and achromatic color, appropriate uses of textile patterns and the delivery of China's image according to place and purpose. The study of Peng Liyuan's fashion image has significance to understand the fashion trend as a role model of fashion for the Chinese people and can help the domestic fashion industry that aims at the Chinese market in the future by predicting Chinese women' Fashion trend.

• Journal of the Korea Fashion and Costume Design Association
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• v.21 no.4
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• pp.55-67
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• 2019

This study analyzed the fabric and product size of the burn patient's custom compression garment and measured the pressure applied by the garment to assess whether proper pressure is being delivered for treatment. The test clothes were presented to the market by body size and commissioned with the same design. The subjects selected four people close to the average body size of men in their 20s determined by 7th Size Korea. The experiment was conducted by wearing a compression suit, performing activities and measuring changes in the pressure of the garment according to changes in posture. The fabric used for the compressive clothing was not ruptured even at 216 kPa, the elasticity recovery rate was measured between 80.5 and 94.5%. The product dimensions of the experimental clothing varied by up to 8cm from brand to brand, requiring the standardization of compression clothing. The experiment showed that four types of compression suit varied in pressure, and the pressure range, excluding the gastric arm (17.9mmHg), was between 2.5-14.1mmHg, which failed to meet the level of pressurization for treatment purposes. The clothing pressure in the chest area dropped when performing movements rather than standing still. This was interpreted to be a result of reduced the adhesion of the compression suit during operation. The peak pressure (31.68mmHg) and the lowest pressure (2.2mmHg) was noted in the scapula, indicating that no pressure was being transmitted on the vertebrae. The pressure of the garment on the right shoulder blade was elevated in a supine position. Because much time is spent laying down, it is necessary for the pattern design to accommodate for the increased clothing pressure on the shoulder blades. Standardization of the level of pressurization for burn patient's custom-made pressure suits for each stage of treatment is urgently required.

• The Research Journal of the Costume Culture
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• v.24 no.4
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• pp.471-482
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• 2016

This study investigated the characteristics of cotton production of Damyang-gun & Hwasun-gun, Yeongsan River compared with that of Gurye-gun, Seomjingang River in modern times. To do this, research method was both literature and fieldwork research, results were as follows. First, as for cotton fiber cultivation in Damyang-gun & Hwasun-gun, Chinese cotton (在來綿) has been cultivated during Japanese Colonial era unlike Gurye-gun. Especially, Yellow cotton (黃綿) has been cultivated in Hwasungun. Second, as for spinning in Damyang-gun, Hwasun-gun and Gurye-gun, some of cotton spinning process have been gradually changed to mechanization by market shop equipped with mechanized cotton gin and cotton whipping tool since Japanese colonial era. Third, the loom types also, like spinning tools, have been changed from the traditional Korean back-strap loom to the treadle loom in Damyang-gun, Hwasungun and Gurye-gun. Chemical dyeing with chemical dyestuff also has been done since Japanese Colonial era. Fourth, since the 1970s, the outputs of cotton production have been reduced in both Damyang-gun & Hwasun-gun. For Damyang-gun, this has been connected with bamboo craft since the Joseon Dynasty period. So, Damyang-gun has more concentrated on bamboo craft than cotton production. For Hwasun-gun, since Japanese Colonial era, sericulture has been very important. So, Hwasun-gun also has more concentrated on sericulture than cotton production. The main reason to discontinue cotton production in Damyang-gun, Hwasun-gun and Gurye-gun was related to the local choice like economic added value.

• The Research Journal of the Costume Culture
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• v.24 no.4
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• pp.511-529
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• 2016

The current study aims to segment Chinese female consumers using their lifestyle dimensions in the cosmetics market, and analyze their cosmetics purchasing behavior based on that segmentation. Specifically, lifestyle groups were examined to see if there is any group difference(s) in consumer behavior for Korean cosmetics. Lifestyle groups were examined based on: consumers' demographic characteristics, perceived brand attributes, loyalty toward Korean cosmetics, usage of Korean cosmetics products, preferred stores of shopping for Korean cosmetics, and use of information sources in purchase decisions. An online survey was administered to female consumers who live in Beijing and Shanghai. A total of 493 surveys were used for data analyses. The results of the study were as follows: First, factor analysis revealed 11 significant lifestyle dimensions. Second, using these 11 lifestyle dimensions, cluster analysis was conducted, which revealed four distinct groups of consumers: (1) "timid inactive group," characterized by having low scores in most lifestyle dimensions; (2) "showcase goers," who tend to be highly fashion/appearance-conscious and brand-oriented; (3) "practical buyers," who tend to be price-conscious, sensitive and timid; and (4) "sensible buyers," who enjoy finer meals and wellbeing lifestyles, as well as hardworking in everything and impulse-buy things. Third, consumer behavior of purchasing Korean cosmetics brands were examined; significant differences among the four lifestyle groups were found. The study concludes with a discussion of the results and practical implications.

• The Research Journal of the Costume Culture
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• v.17 no.4
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• pp.616-625
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• 2009

With suffering financial crisis in 1997, Korea's fashion market has grown in the direction that satisfies the reasonable price and diverse consumer's sensitivity and needs. The aim of this study is to examine whether the cutting portion in the waist line is surely necessary for designing the jacket pattern in men's wear, by closely examining the effects of the cutting portion in the waist line on the external appearance and functionality given designing the jacket pattern in men's wear for the standard body type in 20s. The results of the study are as follows. As a result of evaluating the external appearance, when having evaluated by dividing into 14 items such as the whole surface, the side, and the back side, the experimental clothing, which wasn't cut the waist line, obtained the highest mark in 13 items and, the significant difference was indicated in 10 items except 4 items. As a result of evaluating performance, the experimental clothing, which wasn't cut the waist line, obtained the highest mark in 13 items among 25 items in the total. Next, the cutting portion in the waist line obtained the highest mark in 10 items for the experimental clothing with opening in 1.0cm. The next was indicated to be in order of the experimental clothing with 1.5cm and the experimental clothing with 0.5cm. Given seeing the above result, the cutting portion in the waist line given designing the jacket pattern for the standard body type in 20s could be known that the experimental clothing with the most excellent mark in the evaluation of performance was all the experimental clothing with 0.0cm whose waist line wasn't cut.