• 한국의류학회지
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• 제39권3호
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• pp.353-368
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• 2015

Walter Van Beirendonck expresses a fairy tale world of perverted sexual desire of sadism and masochism, violence, and aggressiveness that breaks from a transient one-time concept as is an essential element of fashion. This study classifies the aesthetic characteristic shown on the design of Walter Van Beirendonck and analyzes the intent of his symbolism and meaning. The attempt has a meaning in exploring a new directionality of fashion by conveying a critical message to this end, contemporary fashion breaks down boundaries with artistic genre and connects a problematic consciousness that exists in life with fashion. The results of study on the aesthetic characteristics of Walter Van Beirendonck are as follows. First, Beirendonck emphasized an interpersonal image about body by giving a question through the deconstruction of image on a perfect body into race, age, and body based on body modification. Second, fetishism appeared as a consciousness that human identity and character can be changed by connecting a fetish element of sexual identity, and sadism and masochism with fashion's imagination. Third, infantilism as an amusement expression of the form metaphorically satirized life of modern people. Fourth, makeup shown on performance or festival of an African tribe was used in the way of mixture or reuse for ethnography to obtain inspiration from ethnography. Fifth, pop art combined a popular culture code as amusement through mass production and mass media. Aesthetics of Beirendonck do not have norm and are bold in using form, color, pattern, print, and styling because Beirendonck reinterpreted critical attitudes about essential problems that human life entails into a motif of his symbolic meaning in amusement. In regards to his design aesthetics, Beirendonck expanded fashion to the scope of Gesamtkunstwerk in a consistent and continued theme combined with philosophical creativity and differentiated from other fashion designers.

• 한국실내디자인학회논문집
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• 제22권6호
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• pp.220-232
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• 2013

Ever-evolving diverse communication tools bring numerous changes and improvements into the lives of humans. It is extremely important to provide visual information when communicating with consumers in the commercial arena because humans acquire over eighty percent of the information around them through sense of sight. One cannot compete with just sheer quality in today's world. Therefore, the applications of digital technology in the visual merchandising became crucial, for it can dramatically improve the market value. Among these applications is digital signage, a new media for esthetic experience. I strongly believe that this would be a new marketing tool for the brand's distinctive and unique publicity. This research has been conducted in order to find out how the fast-growing digital signage, defined by the contents, has become not just a mere digital video clip but an esthetic merchandising tool that can produce various effective marketing strategies; and to discover the characteristics that this application has brought out in the visual merchandising field of fashion stores' global SPA brands. Based on the market case study, analyses have been made for the digital signage types and strategies regarding the visual merchandising expressive elements and for the effects the digital signage application will have on publicity. According to the results, the digital signage has proven to be informative, diversely applicable and contributes greatly to the increase in sales and to the improvement of company and brand image. Thus, it is much more than just a media tool for advertisement.

• 한국의상디자인학회지
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• 제22권1호
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• pp.61-71
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• 2020

This study looks at 'Corporate Social Responsibility' which is required for the fashion industry and brands in modern times. The American fashion brand known for its corporate social responsibility activities, 'Patagonia' is the case study for this research. The purpose of this study is to make suggestions to eco-friendly, outdoor and casual apparel fashion brands that want to introduce corporate social responsibility programs by considering the case of Patagonia's "Worn Wear" campaign. The method of this study was to review corporate social responsibility, previous studies on Patagonia, and literature, such as domestic and foreign media, Patagonia's official homepage, specialty publications, and media. The study concerning corporate social responsibility is focused on Patagonia's "Worn Wear". Worn Wear is Patagonia's system that repurchases and repairs products from Patagonia's own consumers. The study found that the well known corporate social responsibility led to increased sales. Patagonia's social responsibility activities are thought to be part of the brand identity that goes beyond marketing. In the Worn Ware case, repurchasing products from consumers and reselling them or reprocessing them resulted in increased sales, increased consumer engagement, and higher brand attention. The suggestion for a fashion company or brand in a category similar to Patagonia that is looking to engage in corporate social responsibilbty is to adopt and continue a campaign that 'consists of a successful marketing image, connecting memories and new experiences, separated shopping channels while diversifying the creation of distribution and contact channels'.

• 한국의류산업학회지
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• 제12권2호
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• pp.149-155
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• 2010

The advanced and complicated modern society recognizes image creation based on the identity of the global competitive age as the important means. The requirement for a new vision to the globally environmental problem has affected on design so that as environmentally-friendly products and technologies have been developed and original expression modes have been appeared which the medium of paper which is natural material, paper has been highlighted newly. Hanji made of mulberry fiber, a bast fiber of mulberry is a representative environment-friendly natural fiber. In addition, it has various functions similar to those of yellow earth such as emission of far infrared rays, antibiosis, deodorization, fast dry ability of sweat, and simple dyeing ability. It is Hanji threads that are produced from various processes of Hanji materials. Therefore, hanji threads are able to be both woven and knitted still remaining Hanji's excellent characteristics. In addition, it is light, bio-degradable, durable and washable, and it is an environment friendly product with the distinguished texture and sensitivity. Under the concept of 'Circle' designed the uniforms of music hall to inform that the uniforms as a media representing music hall represents the unique Sori Arts Center of Jeollabuk-do traditional style.

• 패션비즈니스
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• 제13권1호
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• pp.152-166
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• 2009

By virtue of the development of mass media, the cinema, the composite space art taking the visual and auditory elements together, exhibits the actual life of the realities, thereby having a mutually close relationship to social, cultural and economic fields and continuing to generate the fashion code as well as reflecting the image of the times. Especially, fashion style in movies delivers their image and atmosphere and becomes the means for containing the personality, spiritual world and inner thinking of the characters in the movie and inducing its plot. Therefore, this study was intended to make clear that fashion fuses and shares with a diversity of genres such as movies and the like, becomes the cultural model that proceeds to create a new culture in relation to daily life and induces and presents the trend of contemporary fashion. For this purpose, this study attempted to analyze fashion style in the movie. Lolita is the fiction published by the Russian?American writer Vladimir Nabokov($1899{\sim}1977$) in 1954. It is the fiction that portrays the unethical love between Humbert, a middleaged man, and Lolita, a girl in her 10s. It was cinematized by the director Stanley Kubrick for the first time in 1962 and revived by the movie director Adrian Lyne in 1997. The character of Lolita has a younger look like a girl and looks immature in the movie directed by the movie director Stanley Kubrick and the movie director Adrian Lyne. But the character of Lolita has the commonality that she showed an incomplete female image of having a sexually freewheeling thinking. Thereby, this study sought to prove that the created fashion style of the character in the film not only became the clue to enable us to know the time and space background in the film but also helped the film develop effectively by performing a role of portraying the character in the movie. And it attempted to present that it becomes both the foundation for leading the fashion trend shown in contemporary fashion and the code of mass culture. Fashion style of Lolita in the movie appears to be reflected diversely in mass culture as well as fashion style in the contemporary times.

• 패션비즈니스
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• 제24권3호
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• pp.51-68
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• 2020

In response to the South Korean government's trade diversification policy, the New Southern Policy, research is needed into the large population of Muslim fashion consumers who live there. Currently, veils worn by Muslim women are becoming a part of fashion collections as a style choice not just as a religious requirement. As such, the aim of this study is to investigate the fashion characteristics of the Southeast Asian Hijabistas. To do this we investigate the activities and the meanings of recent changes in the Southeast Asian fashion market, we also take a look at the Hijabistas who lead these changes. This is carried out as a theoretical study via literature review. In addition to this research, we selected 6 Hijabistas from Indonesia and Malaysia and analyzed 204 of their SNS photos. The results showed that the sportive image was popular; in terms of veils, hijabs and turbans were most popular; while pants and T-shirts dominated the clothing choices. Black and neutral colors were most popular but a variety of colors and tones were represented. In terms of fabric patterns, most of the choices were solid with no patterns. In terms of the types of veil used, in order of most to least popular were: hijabs covering down to the neck, turbans, and hijabs covering down to the chest. It was found that the Hijabista in Indonesia and Malaysia prefer an open, trendy fashion style. In conclusion, it was found that the Southeast Asia Muslim Fashion community are utilizing hijabs to express their identity not only as a Muslim and but also as a fashion item.

• 패션비즈니스
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• 제13권2호
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• pp.50-65
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• 2009

The main purpose of this study is to identify characteristics of shapes of John Galliano's Dior Collection as the chief executive designer of Christian Dior Maison during $1996{\sim}2007$ after he showed himself in Paris in 1990. This study was based on the analyses of John Galliano's design trends of his collections, the pictures of his works in Christian Dior's collection, real works, documents and fashion magazines, newspapers, mass media, internet sites and other visual materials. The study identified characteristics of shapes in Dior Collection until 07/08 F/W as the chief executive designer of Christian Dior Maison, and the design trends before his post-Paris period. Followings are the conclusions of the study. First, Galliano was open to any types of cultures as a liberalist, and also respectful to the tradition or principles. He led the fashion business with new trends by exploring both sides. Second, he succeeded in commercializing his avant-garde feature. Especially, His creativity changed the image of Christian Dior to younger and more casual one. Third, born in England and worked in French, he always took both English (Victorian Style) and French(Napoleon era, Femme Fatal style) sides, and showed excellent formulation that the times needed by combining topical Chinese, Japanese, Egyptian styles.

• International Journal of Internet, Broadcasting and Communication
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• 제16권1호
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• pp.1-10
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• 2024

The current study examined the causal relations among sustainable luxury campaigns' message framing types (negative vs. positive), sustainable brand image and perceived consumer effectiveness. The study tested the moderation of perceived brand luxury about the message framing types, sustainable brand image, and perceived consumer effectiveness. An online survey adopting luxury product is conducted with a total of 194 Korean consumers, testing the hypotheses. In the results, the message framing type is found to significantly affect perceived consumer effectiveness but not sustainable brand image. Perceived brand luxury significantly negatively moderates the relationship between the message framing type and perceived consumer effectiveness but not between the type and sustainable brand image. The results supported the positive influence of perceived consumer effectiveness on sustainable brand image. The moderation of perceived brand luxury was confirmed only for the relationship between the message framing type and perceived consumer effectiveness. The results empirically confirm that the message frame of luxury marketing could positively affect consumers' attitude formation, such as perceived consumer effectiveness, which is consistent with previous studies' research results. The results document that luxury brands using a negative message frame type had a more significant effect on perceived consumer effectiveness than the positive frame type. The findings contribute to the literature of new media-based sustainable marketing of luxury products as to how it affects consumers' brand evaluation and purchase intention, focusing on the causal relationships among the message-framing type of sustainable luxury marketing, sustainable brand image, and perceived consumer effectiveness. Given the increasing pursuit of sustainability in the luxury industry, the results contribute to deriving implications for sustainable marketing of efficient luxury brands.

• 한국의류학회지
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• 제32권8호
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• pp.1309-1321
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• 2008

Military style is not limited to a single period but represents various image communications related to items, synthetic images and different periodical culture backgrounds. The purpose of this study is to define the communicational function of the military style beginning from the 1st world war up to the modern days, and furthermore explain the characteristics and contents of military styles in different periods by studying the nowadays various symbols of the military style in denotative and connotative aspects. The research method is documentary studies through the literature and academic paper, and examined masters' and doctors' thesis, domestic and overseas books and fashion magazines, photographs and materials collected from the internet. As a result, first, the military style is a significant fashion code in understanding modern fashion by serving as a strong communication function representing people’s ritual through various image items called the 'military look'. Second, the meaning of the image communication through military look changed throughout the different periods. During the 1st and 2nd World war the military look supported Fascism by serving as a media representing extreme patriotism and at the same time social images like functionalism, women liberation, regulation and saving. During the cold war period it was used by young progressives like hippies and punks to send an opposing message towards war and commercialism. Since then up to the 80s it was a medium representing the ‘new role of women’, who possess same social rights and power as the men. However in the 90s the military style had to go through a paradigm transition period. Since this period it got affected by the post modernism and designers, consumers alike adopted military style to create unique beauty It can also be said that it began to be used as a pure fashion code representing intertextuality. It was rather expressed as a metonymy than a metaphor and combined with elegance and feminine factor, which contrasts to the original military concept, it now represents totally new hybrids such as difference, dissemination and varieties.

• 한국의상디자인학회지
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• 제24권1호
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• pp.15-33
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• 2022

The purpose of this study was to categorize the decorative characteristics of the Rococo Age, which displays the most glamorous and elegant decorative beauty, in architecture, interior decorations, paintings, and patterns, and to analyze these characteristics and graft them onto art masks in a modern way. Piece I is a mixed media piece that based its motif on the ceilings and pulpits of the German Vis Pilgrimage Church, which is representative architecture of the Rococo Age. It was glamorously produced using gold and cubic zirconia. Piece II is also a mixed media piece that borrowed its motif from the exterior and gazebo of the Sanssouci Palace in Germany, another representative piece of architecture from the Rococo Age, and it was produced to clearly display the image of the Sanssouci Palace, using emerald and ivory. Piece III applies the furniture trends of the Rococo Age. Curves in S and C shapes, which can often be found in Chinese furniture, along with dark backgrounds, common in portrait paintings, were applied to give a sense of weight and dignity. Piece IV is an application of the fabric patterns of the Rococo Age. Continuous patterns of flowers and greenery stems were drawn on the mask to recreate the fabric patterns of the age. Piece V used the painting 'Swing' of the Rococo Age as its inspiration. Lace and ribbon decorations were used to emphasize feminine beauty and express the loveliness of the woman that appears in the painting. Piece VI borrows from the painting 'Madame de Pompadour' of the Rococo Age and the clothing worn by Pompadour. This piece grafted colors and themes through the painting and expressed a fusion of the dresses of Pompadour and lace that is clearly displayed in the architecture, paintings, clothing, interior decorations, and patterns of the Rococo Age, along with the rocaille (asymmetrically shaped decorations that resemble clams), flowers, leaves, stems, and Chinoiserie styles. These motifs clearly display the decorative characteristics of the age and these were grafted them onto art masks, confirming that it is possible to create new designs.