• 복식
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• 제50권
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• pp.145-160
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• 2000

The purpose of this study is to analyze of recognization and behaivor characteristcs of customers in Korean fashion market. The study is analyzed through questionary paper to the domestic female group of more than or equal to age of twenty living in Seoul. The collected questionary paper is analyzed with SPSS/PC+ program and the method of statistical analysis used for this study is frequency analysis factor analysis reliability analysis cluster analysis t-test and corsstab analysis. The result of analysis of recognization and behaivor characteristics of customers involves the following: Firstly the result of analysis of the degree of recognition between the environment-friendly customer group and non-envirnoment-friendly customer group in relation to green fashion products showed meaningful differences. Secondly when observing the average of the two according to the behavioral characteristics of their activities of purchasing advertising in relation to green clothes it showed that environment friendly customers saw and heard relatively much more advertisements for green fashion product. These serial processes of research have the meaning in confirming that segmented market for environment-friendly customers exists in the domestic fashion market and these will not only set up the basis of research on the market of green fashion product but also be able to contribute to propose future direction of research.

• 복식
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• 제52권2호
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• pp.45-57
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• 2002

21th century is evolving from physical to brain-oriented society, and from class oriented society to network society. In the midst of it, bobos is the new enlightened elite group. In depth analyzationon of the beat generation from the 1950's and hippies from the 1960's, which had influenced the bobos, were done to study on such new and core elite group. According to the research, the emerging of bobos was originated and created from the long gone conflict between the beat and bourgeois, and the hippie and the conservative. And this mixed culture of both free-spirited hippie and materialistic yuppies from the 80's is rapidly growing, and they are easily seem from various commercial advertisements, accessories and fashion designs. In addition, the bobo's were targeted by the main designers, and expressed through bohemian luxury and romantic hippie mood. Naive and childish floral prints, paisley prints that were influenced by the hippies, the hair styles from the 80's and washed denims were seen at the collections. However, the symbolism of the 60's defiant fashion styles seem to fade away but remains only as a style. The comparison and analyzation between the fashion of bobos, hidden meaning of those defiant fashion styles and the aesthetics of it are arranged in the following conclusions.

• 복식
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• 제63권6호
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• pp.29-39
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• 2013

In this study, the image of the male body represented in fashion advertisement is analyzed based on discourses on the male body. Fashion brand advertisements, which emphasized the images of the male body, were selected from two magazines: GQ, a men's magazine, and VOGUE, a representative women's magazine. The published dates of the selected images were from Feb. 2010 to Oct. 2012, and these images were used for the analysis. The study results of the discourse on the male body appearing in fashion advertisement based on the discussion of changing masculinity suggests the following 4 features: i) macho, powerful and muscular male representing the hegemonic manhood; ii) refined and decorated male representing the wealthy and disengaged figure of a successful businessman; iii) androgynous male represented by the deconstruction of masculinity and femininity embedded in gender; iv) as an aesthetic object, the male with sex role of changed from a subject to an ornament, whose body becomes the object of voyeuristic view. This study tried to grasp the ideal and modern masculinity, and in particular, attempted to offer suggestions in different approaches to the male body image depending on the consumer type in order to enhance the brand image. This new masculinity is thought to be a foundation on which the advertisement and products suitable for the demands of future customers can be produced.

• 한국의류산업학회지
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• 제6권5호
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• pp.558-564
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• 2004

The purpose of this study was to examine the design characteristics of women's swimwear from 1955 to 1969 in Korea using documentary research sources. Both visual and linguistic elements found in the illustrations and advertisements that appeared in periodicals from 1955 to 1969 were used as primary sources. The primary sources were 아리랑, 여상, 여성계, 여성동아, 여원, 주부생활. The methods of content analysis and frequency seriation were combined to analyze the data obtained from the primary sources. Seriational analysis of the data were performed by ordering the frequency chronologically for the entire fifteen-year period. As the result of the study, it was found that the design of the swimwear during this period changed consistently in terms of swimwear type, shape of thigh line, textile design and decorative details. The degree of skin exposure was also continuously increased in different body parts.

• 복식문화연구
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• 제28권4호
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• pp.446-462
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• 2020

The objectives of this study are to explore the information source, assessment, and preferred styles of 3D virtual influencers(VI), to investigate the expected impact of advertisements with 3D VIs on brands, and to explore ways of expanding the use of 3D VIs. In-depth interviews with 40 males and females in their 20s and 30s were conducted and qualitative data were analyzed. The study results are summarized as follows. First, the information source of the 3D VI was SNS, acquaintances, and broadcasting. Second, 3D VIs were considered positively due to their attractive appearance, wide utilization, innovative use, freshness, separation from private identity, and time and cost savings, while considered negatively due to their unrealistic appearance and antipathy against replacing a person's role. Third, the preferred appearance styles of the 3D VI differed according to the level of virtuality although the majority of interviewees preferred similar looks to real people with low virtuality. Fourth, diverse image qualities such as innovative, differentiated, trendy, high-value, professional, and future-oriented were considered as transferred to the brand advertised by 3D VIs. Fifth, advertisements with 3D VIs may help build positive perceptions of advertised brands that may lead to purchase behaviors for some consumers. Lastly, to expand the use of 3D VIs, the specific advantages of virtual models should be maximized with consideration of how to implement a variety of body types and images of models. Findings present an important foundation to generate strategies to better apply 3D VIs to the fashion market.

• 한국실내디자인학회논문집
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• 제20권1호
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• pp.208-219
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• 2011

This study is intended to formulate the issues through the status analysis and image evaluation for each street on the basis of colors for the outdoor advertisements for part of street side in the oldest downtown for its construction year. Analysing the business type of the street side, it displays the identity of the fashion business area and the color status shown on the outdoor advertisement did not consider the harmony on the other business type and building improvements that it displays chaotic street views in overall. Status of color for the outdoor advertisement compared and analyzed for each street-side to be analyzed with high color contrast with the building structure and outdoor advertisements than the Street B side where there are many businesses of fashion sundries and fashion clothes to form more complicated street scenery visually for the Street A side. The color combination principle of building structure and outdoor advertisement was shown to be the factor for the contrasting unity and diversity. In order not to stimulate this visual confusion, the colors of outdoor advertisement has to be applied on the basis of the color guideline based on the color combination principle of outdoor advertisement and building structure to have the aesthetic harmony overall. As a result of analysis using the KJ method, the present image of the old downtown area was shown with the adjective vocabularies of "complicated", "out-dated", "chaotic", "disorganized", "dirty", "suffocating", and "unilateral", and its image to strive for would be in a total of 6 adjective vocabularies of "well-arranged", "young", "dynamic", "sophisticated", "personable" and "neat", and it has presented the basic foundation of color guideline of outdoor advertisement fit for its image.

• 패션비즈니스
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• 제27권1호
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• pp.140-155
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• 2023

This study was undertaken to observe the influence of the model image and self-image congruence of consumers in Korean cosmetic advertisements on the advertising attitude and analyze the relationship between self-image congruence and advertising demand type, participation, and advertising effect, and to help develop plans to more effectively communicate advertising images. The experimental design of this study was 2 (self-image congruence: consistency vs. inconsistency) × 2 (advertising appeal: rational appeal vs. emotional appeal) × 2 (involvement: high vs. low) three-way ANOVA. The results of the study showed that the interrelationship between self-image congruence and advertising appeal type and involvement played an important role in determining the advertising attitude. More specifically, firstly, the self-image congruence of consumers in Korean cosmetic advertising affected the advertising attitude. Secondly, in the advertisements of Korean cosmetics, consumers preferred a rational advertising appeal to an emotional advertising appeal. Finally, statistical results showed significant differences in the influence of the interaction effect of the self-image congruence status of consumers and the advertising appeal on the attitude of advertising. The Korean cosmetic involvement of consumers had a significant impact on whether the Korean cosmetic advertising model image and consumer self-image were consistent with the type of advertising appeal and on the interaction effect of advertising attitude.

• 패션비즈니스
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• 제14권2호
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• pp.42-56
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• 2010

The purpose of this study is to provide the fundamental data through researching on the actual condition of foreign consumers, the image of DongDaeMun fashion market, the customer satisfaction measurement of DongDaeMun fashion market, and the degree of satisfaction of DongDaeMun market's products. The results of this study are as follows: 1. The analysis on gender who visits DongDaeMun fashion market reveals that female(77.6%) was more than male, and the each age group has a priority in orders of 30s, 20s and 40s. The Japanese shoppers has more willing to visit again and a number of visitors has visited more than twice and many of them came by for the purpose of shopping. Japanese shoppers get the information of DongDaeMun fashion market from families or advertisements by media, while Chinese customers get the information through travel agencies. 2. The image of DongDaeMun fashion market by foreigners is generally positive. They were satisfied with the facilities of DongDaeMun fashion market, the convenience of transportation, business hour and ambience of store, and fashion of clothes. Foreign customers who visited Korea on purpose to do shopping and frequent visitors to Korea have a similar image of DongDaeMun fashion market with that of domestic visitors. 3. The degree of satisfaction to the DongDaeMun fashion market for clothing was usually high. There were only few differences between Chinese shoppers and Japanese shoppers. The higher the satisfaction to the DongDaeMun fashion market was the more they had bought and high intention of visiting. And the more experiences of visiting to the DongDaeMun fashion market showed the higher degree of satisfaction.

• 한국의류학회지
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• 제28권1호
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• pp.1-11
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• 2004

Cultural value is widely accepted as the crucial concept in understanding consumer behavior: cultural values influence consumption values, which determine choices of consuming everyday products and services. The objectives of this study were to (a) identify the difference between cultural and consumption values in the Korean fashion industry and (b) to explain the difference using the existing theories introducing fashion system, which are Solomon(2002)'s cultural production model in marketing area and Hamilton(1997)'s fashion system arbiter in clothing area. The qualitative data used to identify cultural values were 160 apparel advertisements listed in a fashion magazine issued in 2002. Utilizing the convenient sampling method, the quantitative data used to identify consumption values were gathered by surveying female university students aged over 20 living in the Seoul metropolitan area. Of 369 returned questionnaires, 255 were used in factor analysis and paired t-test. Cultural value ignored functional aspect of apparel while it was one of the most salient factors for consumption value. With respect to success and fashion orientation factors, cultural value highly appreciated them while they were the least considered factors for consumption value. These implicate that the Korean fashion industry can be explained by Hamilton's macro-level cultural and fashion system arbiters and cultural production model as well. Introducing macro-level perspectives about fashion system, this study encourages researchers to expand their research spectrum from micro-level consumers to macro-level fashion industry, which has long been neglected by the fashion marketing researchers in Korea.

• 유통과학연구
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• 제11권11호
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• pp.19-32
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• 2013

Purpose - This study examines the effects of art marketing management of the marketing mix in fashion, focusing on the cases of the leading global fashion brands in art marketing management. Research Design, Data, and Methodology - This study was implemented using the content analysis method. Criteria, including product differentiation, promotion strategies, store strategies, and social contributions, were based on previous research, brand promotional references, and critical reviews in newspapers or professional magazines for various cases of art marketing management by fashion brands. Results - To achieve product differentiation, art marketing management has borrowed images from artworks, and employed parodies and collaboration with artists; this has facilitated the pleasure derived from utilizing the artistic value of products. Promotion strategies were integrated with art performances, advertisements, and runway shows. Store strategies developed emotional feelings and a longing for brands among consumers. Reputational marketing of the social contributions made by corporations elevated the corporate brand image perceived by consumers. Conclusions - This study's findings revealed that consumers can derive emotional satisfaction through art marketing that seeks to profit effectively by stimulating consumers' emotions. From an economic perspective, a convergence of art and marketing plays an important role in profit-making and satisfying consumers' emotions.