• 복식문화연구
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• 제26권6호
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• pp.994-1014
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• 2018

The objective of this study was to evaluate the characteristics of the fashion narrative from the commercial and artistic viewpoints by identifying and evaluating the attributes of the fashion narrative and analyzing the fashion narrative focusing on various cases according to fashion media. Louis Vuitton, a brand of the Louis Vuitton $Mo{\ddot{e}}t$ Hennessy (LVMH) group that operates the entire fashion community platform, is recognized as an influential luxury company with enormous capital and capabilities. This study targeted Louis Vuitton to examine the fashion narrative. The common results of Louis Vuitton's fashion narrative according to the communication platform are as follows. First, it emphasizes well-designed craftsmanship and artistry to convey the value and meaning of the brand. Second, it expresses the lifestyle of the bourgeoisie using traveling for finding life purpose, nature, and freedom as common denominators. Louis Vuitton connects, shares, and engages with customers by crossing the communication platform and trying multi-sensory changes based on the fashion narrative of the 'artification' message encompassing craftsmanship, innovation, and travel. The fashion narrative of Louis Vuitton applies tools (e.g., design, direction, stage, and props) differently according to the nature of media. In other words, the fashion narrative in the form of transmedia storytelling is a marketing communication strategy that indicates the representation means and direction of a brand's goals by remediating the brand narrative in various ways through the communication platform.

• 복식
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• 제48권
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• pp.5-24
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• 1999

The globalization of Korean beauty comes partly from the succession of korean traditional culture and its modernization will be the one of very important issues in 21st century. This paper was done in order to analyze the process of Korean design development in modern Korean fashion in terms of the succession and modernization of Koreantraditional Beauty and based on this analysis also suggest new possibilities for successful globalization of Korean traditional beauty andbased on this analysis also suggest new possibilities for successful globalization of Korean fashion in 21st century. 227 fashion designs which represent typical elements of korean traditional costume were selected from fashion magazines books SFAA collection books and company brochures published from 1986, to 1997. Content analysis was used with 8 variables including 7 design elements(line shape, color, textile, motif, detail, accessories) and year. Results of analysis showed that the process of Korean Design development in modern Korean fashion has in the use of straight lines and simple silhouettes. Diversity could be found in the application of various kinds of outwear items as well as in the variety of materials and details. Symbolic tradtional motifs and accessories were used to enliven the Korean folklore image, These trends became more salient with the turning point of 1993 when a few designers began to participate in Paris Collection. For successful globalization designers should have more active attitudes toward exploiting the essence of Korean beauty and developing them as modern and global styles.

• 한국의류학회지
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• 제40권2호
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• pp.342-352
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• 2016

This study examined the fashion culture of 20-30s working women through clothing norm relationships in the workplace. A literature research was conducted along with qualitative research, in-depth interviews in order to understand the domestic working environment and fashion culture such as lifestyle and consumer culture characteristics of 20-30s working women. The results were: First, it showed that the increased number of members having various inclinations caused subcultures through an increase of women's economic activities and transition to a knowledge-information society in domestic work places that changed into a business casual that recognized employees' autonomy and diversity. Second, in the working place, clothing norms coexist as stipulated by statutes, company rules, and official documents as well as others implied by experiences of sanction against members. Workplace closing norms are classified into norms of exposure that draw attention to clothes and casual clothes. Third, it showed that factors pressuring clothing norms are classified as external pressures and by spontaneous self-censorship that cause conflict and confusion with working women's fashion according to the degree of pressure. Two kinds of pressure by others (or types of departments and members) were observed.

• 한국의류산업학회지
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• 제14권1호
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• pp.75-82
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• 2012

Compared to off-line, on-line word-of-mouth has fast dissemination speed and extensive effects based on interactive features. Moreover, in the age of Web 2.0, on-line media has made consumers evolve from simple purchasers to producers, who intervene into product manufacturing through on-line WOM. According to this, this study is conducted to clarify how consumer's prosumer propensity affects WOM in detail when purchasing fashion products on-line through website interactivity and perceived usefulness of WOM. The results are as follows. 1. Consumer's prosumer propensity is classified in four dimensions: the propensity to participate, the propensity to relate, the propensity to amuse and the propensity to create. 2. The sample has shown low prosumer propensity overall, and there were no gender differences. 3. Testing structural equation model, it was clarified that the higher the consumer's prosumer propensity, the higher the consumer's evaluation of website interactivity and thus the greater the WOM effect through its perception of usefulness. 4. There were some differences in the path of structural equation model according to consumer's prosumer propensity. From the results, it can be concluded that consumer's prosumer propensity is a key factor in the on-line WOM. Therefore fashion businesses should actively utilize consumer's prosumer propensity to apply their opinion in the product planning stage or use it as the means of company-friendly viral marketing.

• International Journal of Advanced Culture Technology
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• 제9권3호
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• pp.277-282
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• 2021

The generalization of social distancing due to the COVID-19 pandemic has rapidly spread non-face-to-face services, accelerating the speed of non-face-to-face digital conversion technology. The importance of telemedicine, a remote service, has been rekindled in the wearable technology including the medical industry. In a situation where it is not easy for any company to overcome the COVID-19 pandemic, it is a time when collaboration within the industry or between competitors is necessary. In addition to the digital-based online exhibition hall using AR-VR-MR technology, which is a major core technology of the future industry, virtual stores that can receive services such as actual shopping should be actively used. Paradoxically COVID-19 will provide new opportunities to reshape and reconnect the future of the textile and fashion industry. Therefore, the purpose of this study is to investigate the current status of wearable technology products being developed as fashion items for the prevention of COVID-19 and analyze their characteristics. This study results can be used as basic data for future research on the fashion industry and education.

• 복식
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• 제57권2호
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• pp.29-44
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• 2007

The purpose of this study was to classify male consumer groups according to the fashion lifestyle, to examine characteristics, needs and wants of each group, and to find out differences of cosmetics purchasing behavior among each group segment. After surveying 19-50 year old males by making a visit to college, company and home, 584 samples were analyzed by using SPSS(7.0) package program. Factor analysis, cluster analysis, ANOVA, crosstabs and $X^2-test$ were used to analyse collected data. The results of this study were as follows; 1. Twenty-two questionnaires using AIO fashion lifestyle variables produced seven factors; oriented fashion, flaunting brand preference, active preference, information intention, strong personality, reasonable economy and others directivity. Three groups based on oriented seven factors: personality, fashion and economy. 2. The Personality group had strong personal characters in their fashion. Men in this group prefer casual style and were represented by singles and professionals in their 30's. The fashion group pursued fashion trends, formal wears, and high-priced fashions. They were represented by singles with high-income managerial positions in their 19-29 age group. The economy group represented the largest sample in this study(54.5%). Men in this group tended to purchase fashion goods during of good fabrics at discount stores. This group represented married man with average incomes in their 40's. 3. Each of these three groups showed significant differences in cosmetics purchasing behavior. The personality group mainly purchased cosmetics on-line market because of price. The Internet tended to be their primary source of informations. They spent under 10,000won and pursued a simple and clear image. The fashion group purchased cosmetics at department stores to benefit from the knowledge of sales personal and their source of informations in the mass media. They spent over 70,000won monthly and pursued also a simple and clear image. The economy group purchased cosmetics at discount stores because of their wide assortment of products. They spent under 30,000won monthly and pursued a simple and clear image. Each of these groups currently consume different products and have a different concept of future cosmetic products.

• 패션비즈니스
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• 제8권2호
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• pp.56-68
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• 2004

Korean fashion industry is not exceptional in terms of positive offense of multinationals and management circumstance of corporations which is changeful momentarily. Accelerated by continuous industry growth and particular policy to promote fashion industry, Korean fashion industry has been inflated quantitatively. In this paper the author presents a effective model which is applicable to the area of outsourcing in Korean men's wear industry incomplete and non-systematic. Studying and analyzing the state of outsourcing in other industries which use advanced outsourcing systems, the author suggests how to customize their advanced systems to men's wear industry. For the successful outsourcing, fashion brands have to recognize the specialized ability of outsourcing companies, go into partnership with them horizontally and concede their own value, not only for cost reduction. On the other hand, outsourcing companies should mediate between two parties, fashion brands and manufacturers, have the ability to create new designs, be able to present merchandises that fashion brands want, invest money in developing creative designs and new products which have good quality, and handle many manufactures specialized in their own areas to play an important role in mediating fashion brand sand manufactures. In this paper, the author tries to study forward direction of specialized outsourcing companies theoretically and is going to apply this theory to men's wear industry to make Korean fashion industry survive in international market successfully.

• 한국의류학회지
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• 제17권2호
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• pp.265-279
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• 1993

The channel of distribution exists for the purpose of moving product from the manufactuerer to the final consumer. In order to satisfy consumer needs, channels provide for the those products to arrive at the right place, at the right time and in the quantity, quality and price desired. Currently, there has been an emerging interest in the improvement of distribution system in many areas of industries and Korean government because of a market liberalizatiion begun at 1989 and still has processed step by step. In the wave of market liberalization, an understanding of the channel of distribution and structure would be very crucial when developing the opportunities of competitive advantages in Korean apparel industry. The purposes of this study were to investigate the determinants of the distribution channel and to identify how to respond to the market liberalization for developing the possible future strategies in the apparel industry. Data for this study were obtained from interviews with managers in apparel company in addition to a questionnaire mailed to over 106 middle management position of apparel company. Data were analyzed by using descriptive statistics. The results of this study were summarized as follows. 1. In the distribution channel of the apparel industry, a vertical marketing system, comprising producer, apparel company, retailer, prevailed without intermediaries such as wholesalers or vendors. Especially, the apparel company controlled marketing channel members. This type of system may reflect added product cost and may be not advantageous to retailers and consumers because most apparel companies are responsible for its own transfortation, storage and stocks after season. 2. In the view of market liberalization, most apparrel companies showed double-edged viewpoints. In terms of positive aspect, it would give stimulus to broaden variety of fashion merchandise and to improve product quality of fashion merchanise which were the most disadvantageous factors in competing with oversea's brands. In terms of negative aspect, it would bring the bankruptcy of small or medium sized apparel firms and the foreign products' penetration in domestic market. From this study, severel recommedations were suggested forward to improve the present condition in apparel industry. They included eliminating the power of apparel company and reinforcing middlemen for more efficient distribution system and for satisfying consumer needs in rapidly changing environment. Also it included government supports, reinforcement of information system, improvement in channel structure, and career development program in conjunction with apparel companies and academic society for improving scientific management and future potential strategies in Korean apparal industry.

• 복식
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• 제59권3호
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• pp.42-54
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• 2009

The purpose of the study was to grasp problems through a basic survey of actual conditions of the Korean traditional costume industry and to grope a plan to settle the problems. The results were as follows. Operating Status: Rates of the companies' establishment were reduced in 2000s and their sales were also reduced. Status of Goods Development: Korean traditional costume manufacturers and Korean traditional costume textile fabric companies had the highest rate in non-trademark production. Korean traditional costume textile fabric companies and Korean traditional costume rental companies had high rate in self-design. However, Korean traditional costume manufacturers used textile companies' catalogue with the highest rate. Status of Demand and Supply in Human Resources: In human resources needing most, Korean traditional costume manufacturers were tailors, Korean traditional costume textile fBbric companies were salespersons and Korean traditional costume rental companies were designers. Status of Management and Marketing: Causes of difficulties in management were the market slump and the spreading of products made in China. They had a direct publicity through people around mainly. Therefore, it was urgently necessary to introduce special marketing methods. In an investment plan within three years in the future, about 70% did not have an investment plan. Opinions for Promotion of Korean traditional costume: In the government's support policy they wanted, construction of social atmosphere for Korean traditional costume-wearing and Korean traditional costume related educational support had the highest rate. Most of the companies answered that specialized Korean traditional costume agencies were necessary.

• 한국의상디자인학회지
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• 제15권3호
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• pp.119-135
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• 2013

The purpose of this study was to investigate the relationship between consumption values of preschooler clothing and purchasing satisfaction, company brand loyalty and involvement of preschooler clothing with the mothers of preschoolers. An online survey was adapted as methodology of this study. The collected 323 questionnaires were collected and statistically analyzed. The nine consumption value of preschooler clothing(vicarious satisfaction value, social value, functional value, convenient value, economic value, coordination value, aesthetic value, distinctive value, and fashionable value) resulted from the analysis of survey. Purchasing satisfaction, company brand loyalty, involvement of preschooler clothing was Uni-dimensional. Statistical analysis was performed with frequency analysis, descriptive statistics, exploratory factor analysis, multi-group analysis, confirmatory factor analysis, bivariate correlation analysis, distribution, structural equation, cluster analysis, independent sample t-test, one-way analysis of variance. The results of this study are as follows. In the consumption value of preschooler clothing influencing on the purchasing satisfaction was evaluated depending on the involvement of preschooler clothing group (high-involvement group, low-involvement group). In the low-involvement group, the most significant consumption value of preschooler clothing are economic value, convenient value, social value in order of importance; though in the high-involvement group, aesthetic value, social value, economic value in order of importance. Also the brand royalty was more affected by the purchasing satisfaction in the high-involvement group than in the low-involvement group. In conclusion, the relations of consumption value of preschooler clothing with purchasing satisfaction, company brand loyalty, involvement of preschooler clothing was established in study. The significances of this study is to provide the market segmentation strategy depending on the characteristics of preschooler clothing consumers and establish the information and direction to increase the company brand royalty and purchasing satisfaction.