• Korean Journal of Human Ecology
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• v.18 no.4
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• pp.933-944
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• 2009

The purposes of this study was to identify perfume purchasing and using behavior according to men's fashion lifestyle. Self-administered questionnaires were used for data collection. The subjects were 317 men aged 19-40. The results were as follows: First, over half of men had purchased at least one perfume during last year and the price was 30,000-60,000won. Men selected perfumes which harmonized with their image or purposes of using perfumes. Men selected a perfume as a present for their girl friends or wives to convey their concern or love. Most men purchased perfumes at department stores and selected after experiencing samples, and by affecting advertisements of newspapers or journals. Over 60% of men possessed at least one perfume and most of them were imported perfumes. Most men used perfume on a special day such as dates or job interviews, and they received perfume as a gift from their girl friends or wives. Most men used perfumes to enjoy fragrances by themselves and preferred sea fragrance most. Second, factors of men's fashion lifestyle were fashion information, individuality, conservativeness, ostentation, activity, and fashion style. Men were segmented into ostentatious consumption group, active group, fashion leader group, and fashion retard group. Third, fashion leader group purchased perfumes more than other groups and fashion retard group purchased the least.

• Journal of Fashion Business
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• v.8 no.3
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• pp.70-83
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• 2004

The female image has been changed incessantly with age and has been eminently represented in cosmetic advertisement. The female images are changed from the classical images to the active and professional images with the historical current of cyber, digital, and fusion. These changes in the expression of female image are largely due to the spread of post-modernism, feminism, de-construction (Kim, 1994), digital information revolution, and increase of income. The female images in cosmetic advertisement have been expressed very variously with fashion, marketing target, and characteristics of articles. (Im, 1997) The cosmetic advertisements of pure and graceful images were popular in the past. But nowadays individual image, womanly image, and unchanged beautiful image are in vogue. Individual image is very popular in young generation with very short fashion period. Active career woman image represents passion and beauty with extension of women' social roles. Unchanged beautiful image in modern industrial pollution stands for the desire of keeping the beauty in youth. Brand is very important factor to consumers in purchasing. Brand is no larger the simple concept in the past, and accepted as reflection of the image, social status, service, and life-style(Lee, 1998) consumers are very favorable to foreign cosmetics with the increase of overseas travels and import. This phenomenon is considered as very natural, especially in young generation. To create a successful brand image, the harmony of quality, psychological preference, advertisement, and reasonable price are required. According to the questionnaire research implemented by the subject of college women students in five universities in Seoul, the majority of college women students purchase domestic cosmetic brands in cosmetic specialty stores and depend on the tips of acquaintances. Quality, skin-trouble, and brand are considered as special regards for purchasing. Especially, internet shopping in purchasing marks high growth rate and preference for foreign cosmetics is very ardent. It can be expected that the 21st century is the epoch of various small production different from the mass-production in the 20th century. Female image will be probably expressed with individual, emotional, and professional image in the media of digital, fusion, cyber, and technology culture. It can be said that the tendency of cosmetic purchasing in the future will be more focused on brand image and life style.

• Journal of the Korean Society of Costume
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• v.59 no.1
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• pp.119-135
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• 2009

The purpose of this study was to examine formative aesthetic characteristics and aesthetical value of the intraculturalism expressed in contemporary fashion and to confirm the functions of intraculturalism to establish, visualize, perform the racially indeterminate, ethnically neutral, culturally diverse or ambiguous identity. For this study, the applications of the intraculturalism shown in mass media and consumer culture, such as music, fashion advertisements and collections of high fashion designers from 2004 to 2008 have been analyzed and compared. The results were as follows: The Intraculturalism is reflected in the muticultural music such as Afropean, Jawaiian, Reggaeton and Asian Hip Hop. Intracultural music genres create the hybrid music and fashion culture through mixing, matching and blending one and another culture. Advertisement campaigns for Louis Vuitton, YSL Beauty, Gap and H&M stores have all purposely highlighted models with mixed racial heritage. It is reflected in the latest youth fashion market trend using face that are ethnically ambiguous. The increasingly multiracial, multicultural population is due to intermarriage and waves of immigration. The rising mixed race designers, Narciso Rodriguez, Hussein Chalayan, Vera Wang and DooRi Chung, not only compromise and amalgamate different cultural elements of their heritage and contemporary life but also create new look and fashion image. The characteristics of intraculturalism expressed in the 21st century fashion could categorized into de-genre, de-nationality, de-race and de-culture.

• Journal of the Korean Society of Costume
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• v.63 no.1
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• pp.108-119
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• 2013

This study examined the types and changes of collaboration in the domestic fashion industry by means of analyzing media articles or advertisement of collaboration in the domestic fashion industry that were published in Vogue and Fashion Biz between 2000 and 2011. The total number of collaboration articles and advertisements was 269, including 55 from Vogue and 214 from Fashion Biz. The data analysis was made using frequency, percentages, and the (chi-square) test. The results concerning fashion collaborations between 2000 and 2011 are as follows: First, when looking at the collaborations from 2000 to 2003, it showed that majority of collaborations during this period was done between apparel companies and individual designers. However, from 2004 to 2011, there was a increase in the number of collaborations between apparel companies and celebrities. Second, collaborations from 2000 to 2003 focused mainly on women's wear and innerwear. But, from 2004 to 2011, collaborations for casual wear has increased. And it should be noted that a rapid increase in collaborations have been observed for collaborations in sportswear and men's wear from 2004 to 2011.

• The Research Journal of the Costume Culture
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• v.25 no.3
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• pp.285-300
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• 2017

This study analyzes the images of models in womenswear advertisements targeting women in their fifties. The goals of this study are: 1) to investigate beauty ideals for middle-aged women by analyzing models' look age, chronological age, wrinkles, gray hair, hair length, body type, and race; and 2) to explore how ageing is dealt with in advertisements by analyzing the range of bodies shown in advertisements, the color mode of photographs, and the clarity of models' figures in relation to models' look ages. A total of 155 printed advertisements from January 2012 to January 2017 from the brands Daks Ladies, Lebeige, Luciano Choi, PAT, and Zishen were selected for analysis. Womenswear brands targeting middle-aged women reinforce cultural ideals of female beauty that emphasize youth and slenderness. They do this by using thin and slender models, who most often appear to be in their twenties and thirties, and have hair longer than their shoulders. Brands with higher price ranges show a preference for Caucasian models, which reveals that a Caucasian identity is associated with sophistication. In addition, the bodies of models who appear to be in their forties and fifties were concealed by framing photographs mostly above the knees. Older models' features were also obscured via the use of black and white photography, strong lighting and contrast, and digital editing that blurred the boundaries between figures and their backgrounds. These decisions for how to represent models could result in negative self-esteem and a denial of the symptoms of ageing among middle-aged women.

• International Journal of Costume and Fashion
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• v.11 no.2
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• pp.65-78
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• 2011

Social media which support to share information and communicate between online users have recently won great popularity. Of the various social services blogs have played an active role as a community in sharing delivering and exchanging information among individual users who have share similar opinions hobbies and preferences. Based on this cultural phenomenon some companies often take advantage of blogs as a marketing tool to strengthen their public relations or deliver particular information to their costumer. This study is designed to classify fashion-related blogs and define the characteristics of each type expecting significant influences on future studies on this topic. We selected 50 fashion-related blogs as subjects including 25 Korean blogs and the same number of international blogs, defined their characteristics and classified them into four different types. As the result we found that there are apparent differences between the four types of blogs: "Individual taste" blogs which noticeably reflect bloggers' own preference "Trend leader" blogs in which the bloggers intend to be trend leaders beyond expressing their preference "Fashion media" blogs which plays a significant role as a magazine by providing various information concerning fashion for costumers and "Sales promotion" blogs which are used as promotional materials to attract customers by providing product reviews or advertisements.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.8 s.145
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• pp.1049-1056
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• 2005

The purpose of the study was to investigate adolescents' attitudes toward clothing advertisements and, to examine how much the influence of clothing ads on their clothing purchase depends on their clothing involvements. This research was based on a survey method using questionnaires. The subjects for the research were 508 middle and high school students in the area of Daegu City and Gyungbuk Province. Such methods as factor analysis, correlations, ANOVA, T-test and Scheff's test were used to analyze the collected data. The results of this study can be summarized as follows: 1. Adolescents' clothing involvements showed three dimensions such as interest and symbolism, fashion and danger perception. 2. They showed three different attitudes toward clothing ads: positive, negative, and reliant. 3. The degree of the influence of clothing ads on adolescents' clothing purchase was great in the order of media ads, shop ads, discount ads and brand ads. 4. The more interested they were in clothing, the more likely they were to purchase their clothing on their will and the more positive and reliant on clothing ads they were, which they recognized as useful information.

• Journal of the Korean Society of Costume
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• v.65 no.3
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• pp.47-61
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• 2015

Dress functions as a clear boundary between gender differences In the past. However dress in the 21st century, due to movement of feminism during the 1960's, advance of mass media and the influence of postmodernism, the boundary of gender differences has been blurred. Especially in men's fashion, where there was no little changes in traditional menswear, it is noteworthy that there appears some changes. The research about gender has developed to queer theory, subjected on gender itself, founded on the gender diversity. The purpose of the study is to conduct the implied meanings of dress in contemporary society, when gender diversity has been expressed in men's fashion, and to review the characteristics of contemporary men's fashion through the collections and advertisements of post 2000's as well as internet sites. This research is based on theory of Judith Butler, which is on the center of feminism and queer theory. Homosexual expressions which are presented in male clothing and advertisement produce rejection of the dichotomous view of gender concept and allowing of individual gender identity expression.

• Journal of Digital Convergence
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• v.12 no.1
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• pp.531-537
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• 2014

As Fashion becomes more important in the field of fashion styling and fashion stylists' roles, there has been a strong demand for more unique and stylish fashion. Under these circumstances, the fashion stylist has upgraded the fashion industry as an expert in various fields. The fashion stylist's roles include creation of a fashion image depending on circumstances, improvement of contributionsto product awareness and advertisements by inspiring curiosity and interest from customers and promotion of purchase behaviors. In addition, the fashion stylist should be able to create appropriate attire and hairdos for models in fashion magazines depending on the theme and concept of the fashion and have keen insight, fashion sense and appropriate analyzing and planning skills to follow current trends. This study has investigatedthe field of fashion styling, which has emerged recently and fashion stylists' roles. It appears that fashion styling could develop into a high-growth, high value-added industry as a professional occupation that helps customers have an appropriate fashion sense.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.1
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• pp.66-75
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• 2004

The purposes of this study was to identify the evaluative dimensions of advertising and to examine the effect of evaluative dimensions of advertising on advertising effects(attitude to advertising/buying intention). The subjects used for the study were 202 female university students. Through the pretest, 15 casual wear brand's advertisements were selected and presented as stimuli. The questionnaire was employed and descriptive statistics, factor analysis, t-test, paired t-test and multiple regression analysis were used for data analysis. The results of this study were as follows. First, 5 evaluative dimensions of advertising were identified; model, message, product, brand and image. The dimension of advertising evaluated most positively was image. Second, the dimensions of advertising that significantly affected the attitude to advertising were model, message and image, whereas the dimensions that affected buying intention were product and brand. The influence of the evaluative dimensions of advertising on the attitude to advertising were different according to advertising involvement.