• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.3 s.162
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• pp.410-419
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• 2007

The purposes of this study were to segment consumers by on-line word of month and to find the differences among the segmented groups in regard to fashion involvement, internet perceived risk, and internet purchase behavior. The subjects of this study were female consumers who were members of online cafe in Korea. The data were collected during October, 2004. The respondents returned the questionnaires through internet and 480 questionnaires were finally used in the data analysis. The statistical analyses used for the study were factor analysis, cluster analysis, t-test, and $X^2-test$. The results showed that word-of·mouth communication on internet(e-WOM) is composed of two factors, word-of-mouth transmission and word-of-mouth acceptance. These two factors were put under cluster analysis and were classified into two groups of the word-of·mouth communication: WOM group and non-WOM group. T-test showed that word-of-mouth communication groups were significantly different in regard to fashion involvement, internet perceived risk, and internet purchase behavior. For example, WOM group was more uncertain of their clothing choices, put more weight on the internal factors of clothing selection, and was a frequent purchaser of internet fashion products. Internet fashion business needs to implement the proper marketing strategies based on the results of the study.

• Journal of the Korean Society of Costume
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• v.59 no.4
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• pp.82-97
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• 2009

In this study, it can be identified that drawing style of cartoon and fashion illustration are mutually linked and interchanged. The common background of drawing style between cartoon and fashion illustration, is as follows; 1. A means of image communication through mass communication 2. Similarities as visual signs 3. The borderless of painting, illustration and cartoon. 4. Usage of common drawing expressions such as deformation, distortion, exaggeration, metaphor, metonymy. Drawing style interchanging between cartoon and fashion illustration, is as follows; 1. Similar to figure and face are contemporary style, similar figure, Anime style and humourous style. 2. Similar to the way of express is focusing on the line, simplification, mixed computer graphics with hand drawing, artistic expression, the way of multimedia.

• Journal of the Korean Society of Costume
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• v.62 no.5
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• pp.156-170
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• 2012

These days, fashion museums that were established during the 60~70s in advanced countries are spiritedly planning opportune exhibitions as well as opening collections and accumulated research materials to the public. They are also publishing innovative visual references and offering various educational programs. They play a crucial role in speeding up the development of creativity of fashion designers by accumulating archives through analytic researches. Since Korea has applied western fashion for over a century, now is the time to make a fundamental long-term plan for establishing the identity of Korean fashion by gathering and classifying the history of a century. Thus, the aim of this study is to reach a conclusion to construct fashion museum in Korea to discover as well as develop fashion talents and eventually enhancing national competitiveness. First, the theoretical study on the history and the functions of fashion museum were analysed. 'The collection & exhibition' in the common thread is one function of the fashion museum. Another function is 'the research', which includes accumulations, classification and record of materials in a particular point of view. It also includes publishing catalogues with temporary exhibitions and open management to the scholars and the designers. 'The communication', which is enacted through various educational programs and events for inflow of new visitors, is the other function of fashion museum. The current state of fashion museums in advanced countries and Korea were also analysed. Korean public museums only owned traditional collections while public fashion museums in other advanced countries usually owned collection of the past and the present together. The only contemporary fashion museum in Korea is run private which leads to many problems. Finally, The study went further to suggest the advanced model of fashion museum in Korea based on the research.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.3
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• pp.15-29
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• 2011

Fashion industry is high value added indust교, whose price is decided by design value so it requires creativity and uniqueness for competition. The purpose of this study is to grasp how the design characteristic of LED that can express new creativity and uniqueness is applied to fashion design and find out the expression characteristic of LED used in fashion design. The study subjects, the design to which LED is applied, were extracted from fashion show and internet search. As a study result, the expression characteristics of LED used for fashion design are as follows. First, for function, tool function that can provide convenience for life and expression function that can provide user with emotional and psychological satisfaction and communication were allowed. Second, for aesthetic changes, many-sided, multiple colors and pattern displays of LED changed design meaning visually and caused aesthetic emotion for observer. Third, for interaction, physical factor of LED, user, dress and environmental factor interacted each other, enabling both-sided communication. Fourth, for amusement, multiple lights of LED activated visual and tactile sense, expressing usefulness and joyfulness on the basis of various display possibilities and changes. The study result will be helpful for developing more unique, creative design according to the change of age and development of science.

• Journal of the Korean Society of Costume
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• v.63 no.1
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• pp.1-15
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• 2013

This study deals with the aesthetic characteristics in Gareth Pugh's fashion film. As fashion films are becoming a newly emerging communication tool in fashion, the aim of this study will be to build a database on these films. For the specific method in this work, literature reviews were performed along with the empirical study of seven pieces of fashion film. The results of the study showed that Gareth Pugh released the fashion films from 2008 to 2012, and he collaborated with SHOW Studio member and photographer Nick Knight and Ruth Hogben. Common themes in their films were fear, fantasy, dynamics, and going off-limits, and these can be summed up in the following ways. First, a sense of fear was expressed via black colors, bizarre mechanical sounds, decalcomania shape in abstract images, and transformed physical body images. Second, an image of fantasy was presented with diverse expression techniques including colorful light presentations and abstract image setups from repeatedly changed image reproduction. Third, dynamic feature was denoted with a combination of fast development of images and quick reproduced layouts, as well as quick beat sounds, and big and powerful action movements. Fourth, characteristic of going off-limits was reflected, by showing the collections with a communication tool called fashion film instead of existing collection concept.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.4
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• pp.474-490
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• 2019

Fashion films with screen limits have a way of changing communication methods through sensorial organs in order to go beyond limits. This study shows that such change is possible if fashion films are based on haptic factors. This study examines haptic factors of fashion films from the three perspectives of filming factors of different shot size, synesthetic, and cinematic screen methods. First, when the subject to be emphasized is enlarging, the observer comes to project themselves to the situation and incurs a haptic sensation. Second, when associating an experience by personal recollection or social customs when more than two senses are stimulated simultaneously, haptic sensations, triggered by multiple senses, takes place. Third, a blurred image shows haptic sensations through inducing observers to see into the meaning of a shot. As a result, the senses of the observer enlarge and enhance a communication ability through absorbing and accepting a fashion film. Furthermore, fashion films are effective in understanding the cultural forms of the age.

• The Research Journal of the Costume Culture
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• v.29 no.6
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• pp.922-931
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• 2021

Recent developments in information and communication technologies (ICT) can be applied in stores, and the number of fashion stores that have introduced and utilized ICT are increasing. By applying a literature review and empirical research, the types of ICT service factors of fashion stores were identified and categorized. The effect of their importance on consumer behavioral intentions was analyzed. Next, using factor analysis on the ICT service factors, five factors were identified and named as follows: smart space services, smart payment services, virtual image services, product information services, and smart access services. The importance of these factors was then analyzed. The importance of each factor and detailed questions was rated above average. After examining the effect of ICT service on behavior intention, issues such as purchase intention, revisit intention, and word of mouth intention were found to have significant influence. This study is meaningful in that it derives the importance factors of ICT services that can be used in fashion stores in a situation where retail techniques become important and expand, and provides marketing strategies related to consumer behavior according to detailed factors. With retail tech becoming more important and expanding, it is necessary to provide various services that consumers value by utilizing ICT in fashion stores. Considering the results of this study, ICT technology and services of various fashion stores can be effectively utilized and retail tech utilization performance can be improved.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.247-259
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• 2024

This study assessed the effectiveness of brand image communication on consumer perceptions of cruelty-free fashion brands. Brand messaging data were gathered from postings on the official Instagram accounts of three cruelty-free fashion brands and consumer perception data were gathered from Tweets containing keywords related to each brand. Web crawling and natural language processing were performed using Python and sentiment analysis was conducted using the BERT model. By analyzing Instagram content from Stella McCartney, Patagonia, and Freitag from their inception until 2021, this study found these brands all emphasize environmental aspects but with differing focuses: Stella McCartney on ecological conservation, Patagonia on an active outdoor image, and Freitag on upcycled products. Keyword analysis further indicated consumers perceive these brands in line with their brand messaging: Stella McCartney as high-end and eco-friendly, Patagonia as active and environmentally conscious, and Freitag as centered on recycling. Results based on the assessment of the alignment between brand-driven images and consumer-perceived images and the sentiment evaluation of the brand confirmed the outcomes of brand communication performance. The study revealed a correlation between brand image and positive consumer evaluations, indicating that higher alignment of ethical values leads to more positive consumer assessments. Given that consumers tend to prioritize search keywords over brand concepts, it's important for brands to focus on using visual imagery and promotions to effectively convey brand communication information. These findings highlight the importance of brand communication by emphasizing the connection between ethical brand images and consumer perceptions.

• Fashion & Textile Research Journal
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• v.20 no.2
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• pp.143-155
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• 2018

The purpose of this study is elucidate the status and role of fashion house museums including art museums that are affiliated to luxury fashion brands. This study is significant in that it offers profound understanding of the history of luxury brands and the direction of communication these luxury brands are taking through online and offline museums. For research methods in this study, literature review and case studies were combined. Based on the luxury type classification by Sicard, the scope of research was determined to include the French classical luxury brands to modern luxury brands and contemporary luxury brands. Examining the current status of fashion house museums, it was found that Cartier Foundation for Contemporary Art is an art museum operated by the luxury fashion brand, Cartier. Other fashion house museums in operation included $Herm{\grave{e}}s$ Museum, Foundation Louis Vuitton Museum, $Crist{\acute{o}}bal$ Balenciaga Museum, Yves Saint Laurent Museum, Gucci Museum, Christian Dior Museum, Prada Foundation Museum, Ferragamo Museum, Armani Silos, and so on. As for online museums, there was Valentino Garavani Virtual Museum. These luxury fashion brands' museums serves the following roles: provides references to the fashion industry professionals and researchers; differentiates the brand as means of experience marketing; promotes the brand and enhances brand communication through exhibitions of the founder and designers; archive the brand's design and builds the brand's history as a means of storytelling marketing.

• Journal of Fashion Business
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• v.5 no.4
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• pp.37-55
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• 2001

This study put its major concern in consumer behavior during a purchase of fashion products through the Internet marketing channels. Therefore, it investigated the Internet shopping and tried to find the reasons why clothes shopping through the Internet marketing channels is not popular enough. Then, alternative marketing strategies would be suggested which is accessible from the relationship marketing approach. The study adopted a qualitative research method to implement those purposes. In-depth interviews were conducted with the interviewees who had an experience of buying a fashion merchandise through the Internet or who had such an intention. And the information on stages of decision-making process and actual purchase was obtained by participating in and observing the process. The results revealed stages of decision-making in purchasing a fashion product through the Internet channels, the process of relationship development, and the elements of relationship marketing which affect purchase intention. The elements of relationship marketing to promote a purchase of a clothing product via the Internet marketing channels included convenience; communication and socal experience; sensual information; risk acknowledgement and pursuit for safety; and usage of complexed marketing channels. Based on these, a few strategic points such as remote reality, database of communication basis, strengthening individualized services, and development of complex marketing channels were suggested.