• The Research Journal of the Costume Culture
• /
• v.29 no.6
• /
• pp.828-848
• /
• 2021

The purpose of this study is to analyze how modern fashion brands practice cultural sustainability by investigating the ways they use and reinterpret traditional culture and clothing. The transmission and reinterpretation of traditional cultural elements connect the past, present, and future. These forces also lead to the development of new creativity in the fashion industry. Three brands have been selected for case studies: Danha (Korea), Mittan (Japan), and Jan Jan Van Essche (Belgium). These brands possess in-depth understanding of traditional cultural elements, including clothing, dyeing techniques, and patterns unique to various regions and minority groups. The brands all make use of traditional cultural identities whose clothing contains the historical and sentimental values of various regions and ethnic groups. The use and mixing of various cultures can be seen as the respectful preservation of global culture. Also, in contemporary fashion, the use of traditional culture plays an important role in the presentation and development of creative designs. The use of traditional handicraft techniques and the use of traditional clothing in the past convey cultural diversity to future generations; they will have a lasting influence on future fashion trends. The results of the study show that cultural sustainability in contemporary fashion has been implemented through safeguarding and respecting indigenous cultures and developing cultural elements into creative design.

• The Research Journal of the Costume Culture
• /
• v.31 no.3
• /
• pp.394-410
• /
• 2023

This study aims to understand the influence of authentic marketing on the formation of trust between brands and customers and consumers' purchase intentions and to analyze the role that brand trust has in this process. In doing so, it examines the specific aspects of authentic marketing that increase brand trust and contribute to the formation of purchase intentions, which could then be leveraged as key elements of a company's marketing strategy. Data in this study was used frequency analysis and factor analysis through SPSS 26.0, and reliability analysis using Cronbach's alpha coefficient. Subsequently, confirmatory factor analysis, path model analysis, and mediated effect analysis were performed using AMOS. Finding indicate that, identity and truth in authentic marketing had a positive effect on brand trust but heritage and reality did not affect brand trust. It was also found that the factors of identity, heritage, reality, and trust did not significantly affect purchase intention. Additionally, brand trust was found to have a positive effect on purchase intention. Finally, the analysis indicates that brand trust plays a mediating role in the process of forming purchase intention through the factors of identity and truth in authentic marketing. Therefore, the core of authentic marketing is the sincere relationship between companies and consumers obtained from the clarity and integrity of messages, and in this process, mutual trust is built, which leads to product purchases. It can be surmised that the purpose of authentic marketing is to build relationships with consumers based on brand trust.

• Journal of the Korean Home Economics Association
• /
• v.48 no.5
• /
• pp.17-24
• /
• 2010

Although design, color, and material are important elements in stage costumes, stage lightning also plays significant role in the presentation of stage costumes. Costumes color, material and perception can be significantly influenced by visual effects. Stage illumination can be arranged or managed so that colors are closely related to or enhanced or change the effects of costume colors on the runway or display at specific times. The results of this thesis are as follow; 1) Fabric tone, name, brightness, and chroma of colors were changed by the colors of stage lighting. 2) An achromatic color was changed to a chromatic color after being combined with colors of stage lighting. 3) Stage illuminations can make fabric, colors look similar to stage colors. 4) Plain satin silk fabric which reflects light shows high brightness and chroma after being influenced by stage lighting its shining effects and color changes were clear and apparent. 5) Velvet pile fabric which absorbs light shows low brightness and chroma after being influenced by stage lightning its shining effects and changes of colors were not clear and apparent. In conclusion, natural lights did not significantly influence fabric colors and perception, while artificial lights had wide range of effects on fabric colors and perception.

• Fashion, Industry and Education
• /
• v.14 no.1
• /
• pp.18-30
• /
• 2016

This study explores whether consumers' sustainable luxury purchase (SLP), which refers to luxury consumers' conscientious purchase behavior of "buying luxury for its timeless style and durable quality that leads to extended product usage and less waste," leads to luxury consumer pleasure (LCP). Furthermore, the current study examines whether LCP leads to positive post-purchase behavior reflected by sustainable divestment intention (SDI) and repurchase intention (RI). In addition, by building on Coping Theory, we explore whether luxury consumer guilt (LCG) positively moderates the relationship between LCP and SDI. Our empirical findings of the SEM analysis based on 452 valid responses demonstrate the significant relationships between SLP and LCP, between LCP and SDI, and between LCP and RI. This implies the importance of SLP in creating a favorable consumer response, which further leads to consumers' intentions to make a sustainable divestment and to repurchase luxury. Furthermore, the critical moderating role LCG plays in the relationship between LCP and SDI was supported, stressing the importance of guilt as a trigger of consumers' sustainable divestment behavior.

• Journal of the Korean Society of Costume
• /
• v.64 no.7
• /
• pp.172-183
• /
• 2014

The term "new woman" (신여성 [Sinyeoseong], 新女性) refers to an idealized image of contemporary women during the so-called modern period in East Asia. In Korea, these "modern girls" were also referred to as modan (毛斷), or "cut-hair", reflecting changes in appearances that rejected the traditional value system in favor of "the new" in everyday life. Although it was used to refer to the perceived educated leaders of this new period, it also had the negative connotation of referring to frivolous women only interested in the latest fashion. The popular discourse on this "new woman" was constantly changing during this early modern period in East Asia, ranging from male-driven women's movements to women-driven liberal and socialist movements. The discourse often included ideals of what constituted female impeccability in women's domestic roles and enlightened views on housekeeping, yet in most cases the "new woman" was also expected to be a good wife and mother as well as a successful career woman. The concept of the "new woman" was also accompanied by an upheaval in women's social roles and their physical boundaries, and resulted in women repositioning themselves in the new society. The new look was a way of constructing their bodies to fit their new roles, and this again was rapidly reproduced in visual media. Newspapers, magazines, and plays had gained immense popularity by this time and provided visual material for the age with covers, advertisements, and illustrations. This research will explore the fashion of the "new woman" through archival resources, specifically magazines published in the 1920s and 1930s. It will investigate how women's appearances and the images they pursued reflected the ideal image of the "new woman." Fashion information providers, trendsetters, and levels of popular acceptance will also be examined in the context of the early stage of the fashion industry in East Asia, including production and distribution. Additionally, as the idea of the "new woman" was a worldwide phenomenon throughout the 19th and early 20th century, the effect of Japanese colonialism on the structure of Korean culture and its role as a cultural mediator will also be considered in how the ideal image of beauty was sought, and whether this was a western, colonial, or national preference.

• The Research Journal of the Costume Culture
• /
• v.12 no.4
• /
• pp.648-662
• /
• 2004

These days fashion market is overflown with many brands and their identities are not so clear that the advertisement emphasizing the characteristics of the products don＇t seem to be adequate in appealing the customers. Therefore it is required that the sensible image advertisement which appeals to the customers by stimulating their feeling and sensitivity to attract customer＇s interest. At that point, VMD especially of POP advertisement that can be attract direct purchasing plays an important part to build up the accurate image of brand to consumers. Even thought today＇s individualized consumers take much interested in the fresh and original expressions, the visual expressions of fashion advertisements still focus on using photographs. The most advertisement of photograph has a limit that it shows only an immediate fraction, so it can＇t present whole image It can deliver more- imaginations and message than photograph if fashion illustration is used in advertisement. Therefore the purpose of this study was to present the application of fashion illustration for the POP advertisement Twelve pieces of fashion illustrations were produced and classified three parts according to their images and expression techniques. Paper sculpture techniques were applied for fashion image expression, for paper is easily meet daily life and ecological materials. For study procedure and contents, the concept and useful functions of fashion illustration and the concept of paper sculpture were examined as a theoretical background, and various uses and techniques of paper sculpture by analysing a number of paper sculpture art works were also studied. Also the concept, roles and functions of POP advertisement were discussed, and then the examples that the fashion illustration applied in the advertisement were analyzed through case study. The theme of my works was jean fashion brand whose brand image is significant, Twelve pieces of fashion illustrations using paper sculpture techniques were produced and various kinds of paper were used in expressing the paper sculpture technique. Each works were cut out the forms and used a pertinent light for making cubic effect shadow when displayed them. In my works Ⅰand Ⅱ, Ⅰ illustrated jeans in two images of sexy and casual, these were created slightly bigger than actual body size in order to attract consumer＇s gaze at show window or store. In my works Ⅲ, Ⅰ illustrated part or model of a jean product so that it could be used as addition to main display.

• Journal of the Korean Home Economics Association
• /
• v.40 no.6
• /
• pp.1-19
• /
• 2002

This study is to observe the meaning, aesthetic formative nature of the human body which has been not only a main issue and discussion object but also socially, culturally connected with clothing by contemplating it in the respect of the trend of art. Additionally, a work of contemplation about human body introduced to fashion design was analyzed to renew the meaning and value of the formative art inside the human body. The way and scope of this study is to contemplate the concept and meaning of human body, based on the documentary records such as art history and clothing history in the West society as a main theme. The results of the analysis were as follows: In the first place, the formative characteristics shown in the modem arts expressing the human body since 1990 which are cubism, futurism, metaphysical painting, dadaism, surrealism, pop art, happening, feminism, body art, and technology art are distortion, exaggeration and dismantling. Second, the aesthetic formative nature and meaning in the human body appear to be different according to the standard of ideal beauty of human body when we examine the expression of it from the aspect of art-history and the meaning of human body implied in it. Besides, human body is being used as a messenger which delivers the message of modem artist to other people. So the changed meaning of human body has affected the clothing and made it possible to manufacture and form new styles of clothing that have never been before. In conclusion, the human body in the modem era plays an important role as a brand-new formative medium of communication in the human society and contributes to the development which applies the aesthetic formative nature of the human body to fashion design.

• The Journal of the Convergence on Culture Technology
• /
• v.10 no.2
• /
• pp.343-348
• /
• 2024

Today, AI image creation programs are optimized for various and specialized purposes such as fashion product advertising, customized fashion style suggestions, and design development, and are actively utilized in the fashion industry. Meanwhile, color is a powerful formative element and plays an important role in expressing images for suggesting products or fashion styles. This study seeks to expand understanding of the use of Midjourney by identifying the characteristics of color combinations that appear in clothing images created using Midjourney among AI image creation tools. The results of this study are as follows. First, the initial image created in Midjourney reflects the existing image color used to create the image more than the color specified in the command. Second, the color combinations that appear in the clothes of the images created in Midjourney are divided into separate and mixed colors. The ratio of colors expressed in a separate color scheme is affected by the color order specified in the command. The number of colors combined in a mixed color scheme appears as a combination of fewer colors than the total number of colors of clothing in the existing image used to create the image in Midjourney and the number of colors specified in the command. Third, caution is needed because changes in background color can affect the user's color perception of the clothes in the image and the formation of the costume image. It is hoped that the results of this study will be helpful in fashion design education and practice.