• Journal of the Korean Society of Costume
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• v.57 no.10
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• pp.1-10
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• 2007

The 21th century is the time-area where knowledge, information and culture are considered as the pivotal factor for keeping society. Thus, this affects every part which consists of culture. By 2000, various cultural changes create several culture trends all over the world. Above all, advent of CHAV is the remarkable cultural phenomenon because of its life style, fashion and self-awareness. This study analyzes CHAV's life style and fashion based on regarding it as subordinate culture. In terms of these aspects, CHAV's fashion can be divided into three parts by its inner and outer traits. The first is merrymaking style which is composed of combination, parody and excessive decoration of different factors. This is a kind of Pop-Art style that imitates mass consuming culture. The second is ostentation style which emphasizes CHAV's traits and acts group behavior. The third is violence style. CHAV tries to appear violent and indifferent for gaining their rights and power. As a result, CHAV is the rebounding phenomenon that means psychological fear and conflict which neglected people have to resist official authority.

• Fashion & Textile Research Journal
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• v.10 no.5
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• pp.731-738
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• 2008

The purpose of this study is to analyze the trend and meanings of the decoration which has appeared on fashion magazines from 1995 through 2005. The method of this study is to analyze 1627 decorations represented in fashion magazine focused on blouse, jacket and one-piece. As a result of this study I drew the following conclusion. First, the decoration reflects a life-style that modern people persue comfort, casual wear. Second, the decoration redefines the feminine identity by fusing different factors of fashion style. Third, the decoration reflects the hybrid tendencies through reconstruction by merging different culture or things.

• Journal of the Korea Fashion and Costume Design Association
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• v.9 no.2
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• pp.139-154
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• 2007

Wellbeing means the new life style leading a rich and nice life in which body and spirit is combined organically, and influence of wellbeing culture extends throughout the society. The purpose of this study is to analyze the aesthetic characteristics of Korean wellbeing fashion. Fashion photographs from leading monthly fashion magazines from 2001 to 2005 were analyzed. The styles and materials and colors were examined from 1,151 wellbeing fashion designs that is based on wellbeing culture. The major conclusions of the study are as follows : 1. The styles of wellbeing fashion in Korea include sportive, ecology, ethnic, retro styles in order. 2. Wellbeing fashion in Korea increased double in 2005 compared to 2001. Not least, sportive style and ethnic style rapidly increased. 3. Materials of wellbeing fashion in Korea include cottons, wools, chemical fibers, silks, jutes, functional fibers in order. Particularly the use of cottons in 2005 increased three times compared to 2001. 4. Of wellbeing fashion colors, yellow in bright tone were present the most, followed by white, red, black, green, blue, grey in order. Natural colors, vivid colors, pastel tone colors were used.

• Journal of Fashion Business
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• v.14 no.4
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• pp.146-160
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• 2010

The influence of mass media on the consumers who want to purchase fashion products might be very important. Especially fashion magazine, a media of providing professional information and opinion about fashion, not only provides the information of products or fashion trend, but is used as an advertising media for publicizing products. The purpose of this study is to investigate how such fashion magazine affects consumers. In this study, questionnaire survey was administrated to understand the status of subscription of fashion magazine and consumers' influence. To analyze the garment style comparatively, the pictures that were taken on Dongseong Street from December 2007 to November 2008, and the pictures in fashion magazine Vogue Korea were analyzed to the content. Followings are the results of the study. consumers receive the information of products and new style through fashion magazine, but mostly wear the garment style that emphasizes convenience in practical life. In other words, the fashion magazine provides consumers with the information of fashion products and has the influence as the source of fashion style information and the fashion trend, but is not yet spreaded to people as much as generalized and accepted on the street. It is because the information in fashion magazine is differentiated information that is first received by particular readers, that is, the fashion leaders sensitive and much interested in the fashion. Fashion magazine is used as a means of getting information of fashion and style and satisfying the desire of novelty, and tend to be a sensuous media of delivering information through image. It, however, must be a mass media that shows the trend and leads the fashion.

• Journal of Fashion Business
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• v.6 no.4
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• pp.125-140
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• 2002

The purpose of this study is confirming the design characteristics and brand strategies of Ralph Lauren's products through the advertising pictures on internet website. Methods of this study are the analysis of his brand growth process, concept strategy and designs by web promotion sites. Also this study defined his brand character and fashion mind. The Results are as follows. 1) Ralph Lauren's concept strategies are 1. Convert british type into American style 2. Presentation an American life style 3. Marketing strategy using life style and IT business. 2) Ralph Lauren's designs characters are 1. Rich and simple style by preppy look 2. Traditional wear of noble taste 3. Western style of American reclamation period 4. Using of comfortable material 5. Unique colors which are simbolic. Today, his classic and preppy designs all draw upon an image of old word wealth and luxury and he pioneered the concept of clothes as part of a lifestyle environment.

• Journal of Fashion Business
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• v.2 no.1
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• pp.35-48
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• 1998

The purpose of this paper is to examine the street fashion, which is influenced by the youth culture in 1960s. Youth culture is the youth subculture which appeared multiform in the 1960s. It tried to create a new culture by subverting the ruling class culture with their combative life style and peculiar appearance which are distinguished from mother culture. Youth cultures as youth subculture are symbolically expressed in their style which had strong characteristics of sub-fashion and anti-fashion, and which are different from mother fashion in shape. Therefore youth subculture fashion had an effect on street fashion in the 60s. The influence that the youth culture fashion had had on the street fashion is summarized as follows: Beats fashion was intelligency look on black dress, black polo-neck shirts, black trousers, black glasses and heavy black eyeliner. Mods fashion was neat style on Edwardian suit with narrow trousers, pointer-toeshoes and smooth croped hair. Folkis fashion was ethnic look, middle east asian look, peasant look, Indian style, south america look, gypsy style, natural materials, natural dying, tie-dye, beads and hand made ornaments. Rockers fashion was violence appearance categorized 'blue collar' on black leather jacket decorated with metal studs and hand-painted insignia, blue jeans and boots for motor bike. Swinging London & the Psychedelics fashion was blend mods look with pschedelic color and motive pattern. Hippie fashion was intermix pschedelic and natural or ethnic style. It was appear to be a meaningless, unpredictable assortment of diverse items and style. Faded and tattered jeans, army jackets, vintage hat, beads, embroidered headband, white sheets, diverse theatrical costumes, sandals or bare feet, granny dress, peasant blouse, blanket cape, tie-dye T-shirts and long hair. Greasers fashion was adorned black leather jacket with chains, fringing, badges, insignia and sleeves had been crudely ripped off. They came to be known wore jeans so soaked with oil. Skinheads fashion was aggressive working class identity with donkey jacket, jeans rolled up, collarless union shirts, heavy boots, braces and hair cropped short.

• Journal of Fashion Business
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• v.9 no.4
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• pp.59-78
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• 2005

This study aims to know the deferences of hair fashion feeling group in accordance with hair styling activities, general characteristics, life styles objecting to capital area university women students and aid to hair fashion design. So the results are as belows. 1. Frequency Analysis of Categories A. Hair fashion feeling - Natural, sexy, romantic pretty, sophisticate, ethnic are 90% in total hair fashion feeling variables in sequence of frequency, so it can be said these are in vogue. B. Hair styling activities - The objections visit the hair salon once 1-2months, spend about 42,000 won a month, perform cut & wave perm to sentimental reasens & hair style changes, determine the hair style well coordinated in her image and managed easily. In her home, they manage her hair style 12 minutes a day, spend 17,000 won to buy hair aids, do hair blow dry or pin or pony tail mainly in the morning, scarcely use the hair styling aids but if use, essence or wax mainly. And the degree of interest to hair style is high. C. General Characteristics - The objections's average age is 21.1, residence is seoul kangnam 23.3%, seoul kangbook 18.4%, other capital areas 58.4%, the degree of education is university students 94.9%, graduated student 5.1%, marriage is married 96%, unmarried 2.8%, family who live with is married are mainly man & woman and living with father & mother in low in man's, unmarried are mainly live alone & nuclear family, personal expenses a month is 300,000 won in average, income of home is 4,000,000 won a month. D. Life style - The objections are not in interest of physical exercises but if are, do yoga & health, like drama & comedies program, watch TV or meet friend in leisure time, like balad & dance music, fashion magazine, meet friend in cafe or college. 2. Relationship of hair fashion feeling & other variables Using the $x^2$-test, level p<0.05, Hair styling activities(frequency of hair salon coming in and out, ordinary time representing hair style, preferred hair styling aids, the amount of hair style interest), General Characteristics(age), Life style(leisure time) variables are meaningful.

• Fashion & Textile Research Journal
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• v.7 no.3
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• pp.291-300
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• 2005

The purpose of this study is to investigate, analyze the purchasing behavior of fashion goods according to life style and role model of preteen generation, and provide manager or marketing planner for the reference data so that they can understand preteen generation and make proper strategy efficiently. So called, preteen market focusing on 1014 generation (from ten to fourteen years old) is highlighted. This generation created between the year 1989 to 1993 after Seoul Olympic monopolize parent's love in abundant economic environment and rise to the core of consumption subject. Products aiming at this preteen generation continuously though consumption mind was shrunk greatly due to recession. Only 2~3 years before preteen market was regarded as grey zone which doesn't belong to not only children (between six and nine years old) but also teenagers (between fifteen to eighteen years old). But in recent day their purchasing powers have increased rapidly and age group is divided on details, so that preteen market has become a niche market. Subjects were 333 persons consisting of students in the 4th~6th grade of primary school and the 1st~2nd grade of middle school in Daegu city. Measuring instruments are as follows: 5questions to differentiate preteen generation, 22 questions to measure life style, 17questions (which have six sub-factors such as purchase motive, factor of product selection, utilization of informant, purchase time, purchase place, and purchase method) to measure the purchase behavior of fashion goods measurement, and 16 questions (which have four sub-factors such as parent, entertainer & sports stars, brothers and sisters, friends) to measure model of role. Statistical data were processed by SPSS 10.0 programs. Frequencies, Factor analysis, Cluster analysis, ANOVA, Cross analysis, Multiplex regression analysis, and Duncan's multiple range test were carried out.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.5
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• pp.611-626
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• 2014

Reading and foreseeing fashion trends is crucial and difficult in the fashion industry due to accelerated and diversified changes in fashion trends. We use network analysis to investigate fashion trends from 2004 to 2013 in order to find the inter-relevance among fashion trends. We extracted words from fashion trend info for women's wear provided by Samsung Design Net, created a 2-mode network of seasons and trend languages, and visualized this network using NodeXl program. Fashion trends repeated a unique pattern during the period. In the first half (2004-2008), retro modern, feminine modern, and ecological modern were dominant trends in consecutive order. The years 2009-2013 witnessed distinctive fashion trends in S/S seasons and in F/W seasons. 11F/W, 12F/W and 13F/W seasons were characterized by artistic creative style. From 2010, natural style dominated S/S seasons. 10S/S and 12S/S seasons were distinguished as a calm natural style that reflected a peaceful and simple life. In 11S/S and 13S/S seasons, soft natural style emerged as a sign of increased importance of inner spirit and natural energy. A seasonal reappearance of trends was observed every two years in S/S seasons that enabled the prediction that 14S/S will see another version of natural style. A macroscopic trend for the last 10 years was represented by the keywords 'modern' and 'natural'. 'Modern' involved the past styles such as 60's, Baroque and the origin of human life. 'Natural' was connected with design elements such as material, silhouette and color. Managerial implications and future study directions are discussed based on the results.

• Journal of the Korean Society of Costume
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• v.20
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• pp.151-167
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• 1993

The purpose of this study is to systematize the theory of the Fashion Marketing and merchandi-sing system as well as the strategy for the Mar-keting based on the related variable. Furthermore, this study deals with development of the mark-eting strategy to the relation between consumers and industry. The content conclusion on the research can be outlined as follows : 1. In order to inverstigate how the life-style of consumers affects their sense of fashion, awa-reness of brand, and decision making process of purchase, the life-style of women consumers is classified into 15 types. (1) Acording to the different life-style types, and important difference is found in the consum-ers' sense of clothes, a unique image of outfit and its own favorite image of womanliness. (2) The consumer's awareness of a particular brand has a reasonable relationship with their brand preference and possession of the brands. (3) Their is an important discrimination acco-rding to the life-style types in their brand awar-eness and preference and possesion of brands. (4) The consumers of each life-style type show noticeable difference in the decision making pro-cess of purchase including he motive of purchase, the source of information, the cause of purchase intention, price, the frequency of purchase and the degree of satisfaction of purchased goods. 2. The merchandising system and the market positioning among the fashion industry are compared and analyzed in the following terms ; (1-1) For the purpose of establishing the target market strategy, the industry uses unreasenalbe methods to analyze the life-style of the target customers and the real customers(36%) and the aging phenomenon of brands is remarkable : as much as 37% of brands show over 5 years-old age gap. (1-2) The price setting process depends highly on the cost-plus approach. (1-3) In color planning, too many colors are used in every season(the average number is 22.3) and the investigation of the consumers' favorite color is neglected. (1-4) The manufacturers of successful brands are much likely to employ the textile designer and allow them to develop the various fabrication. (1-5) The regular rate of sales in each season is extremely low(56.04%) : the rate of the succ-essful brands is relatively high at 65%, but that of the unsuccessful as low as 51%. (1-6) 47% of brands reveal the designer-orie-nted fashion merchandising system. The successful brands, on the other hand, show a high rate of merchandiser oriented system. (2) Since the brand positioning is highly cen-tered on each brand image, styles and target age, the new data are presented in this study for the new market development. (3) To set up the target market, the mapping of images between the differentiated market and the consumers is suggersted according to the market positioning of industry and 15 types of the life-styles of consumers.