• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.6
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• pp.1057-1079
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• 2023

This paper examines the use of semiotics for analyzing fashion advertisements in the fast fashion industry. While previous studies have explored the use of semiotics in various industries, the application of this theory in the fashion sector-especially regarding fast fashion's commercial videos related to sustainability-remains underexplored. The paper adopts Roland Barthes' Semiotics Theory to analyze the advertising videos related to the sustainability of major fast fashion brands such as H&M, MANGO, and ZARA. The research approach involved reviewing all commercial videos related to sustainability on these brands' official YouTube accounts and conducting comprehensive analyses of advertisements using the binary opposition analysis framework. The paper's findings indicate that these commercial videos serve as a platform to mold a brand's sustainability image and promote the notion that fast fashion brands are leading the charge toward sustainability, preparing for an unpredictable future, guiding people toward hope, and offering ultimate freedom. This research high-lights the necessity for a critical examination of advertising videos related to sustainability in the fast fashion industry to guarantee accountability and transparency.

• Korean Journal of Human Ecology
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• v.16 no.5
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• pp.997-1006
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• 2007

The consideration of the effective corresponding system is required to enhance expectation of consumers and satisfy consumer needs in response to recent fashion market trend showing polarized phenomena. One of the solutions is to establish Korean style SPA brand which not only utilizes traditional fashion markets and but also adopt a production system of the fast fashion. A traditional market can provide some advantages such as low price, a variety of items in an integrated buildings, fast propagation of fashion trends and a flexible production system reflecting consumer's need immediately. The production system of fast fashion has integrated system of planning, manufacturing and distributing to provide trendy products with low price on time. Therefore, The Korean style SPA offers trendy, cheap and chic clothing to customers as quickly as possible.

• Fashion & Textile Research Journal
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• v.20 no.6
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• pp.629-644
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• 2018

Global fast fashion brands have been popular and most of them have entered the Korean market. With their success, Korean apparel companies launched domestic fast fashion brands; however, recently they have become fiercely competitive, and consumers are demanding better design and quality and cheaper prices than before. The purpose of this study is to explore consumer purchasing behavior of the global as well as domestic fast fashion brands sold in Korea and to suggest marketing strategies for the brands sold in Korea. The study includes interviewing 61 Korean consumers to ask about their purchasing behavior and experiences. This study found four themes from these in-depth interviews: 1) demand of product glocalization which considers both globalization and localization for better style, quality, and assortment plan, 2) satisfaction with the reasonable price range of fast fashion brands but dissatisfaction with price discrimination among countries, 3) importance of easy, comfortable, and convenient accessibility to fast fashion brands, and 4) preference for good brand reputation related to corporate social responsibility(CSR) and nationality. From these four themes, this study developed the four elements of the marketing mix: product, price, accessibility, and reputation to adapt to a new marketing environment that emphasizes the development of information technology, consumer-centric marketing, and corporate ethics. The findings of this research could contribute useful information to both global and domestic fashion companies as well as consumers.

• The Journal of Economics, Marketing and Management
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• v.9 no.1
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• pp.1-14
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• 2021

Purpose: The article deals with the proposition that consumers' fashion consumption behavior will still follow the consumption behavior of fast fashion, despite recognizing the importance of slow fashion. Research design, data and methodology: The research model to verify this proposition is topic modelling with big data including unstructured textual data. we combined 5,506 news articles posted on Naver news search platform during the 2003-2019 period about fast fashion and slow fashion, high-frequency words have been derived, and topics have been found using LDA model. Based on these, we examined consumers' perception and consumption behavior on slow fashion through the analysis of Topic Network. Results: (1) Looking at the status of annual article collection, consumers' interest in slow fashion mainly began in 2005 and showed a steady increase up to 2019. (2) Term Frequency analysis showed that the keywords for slow fashion are the lowest, with consumers' consumption patterns continuing around 'brand.' (3) Each topic's weight in articles showed that 'social value' - which includes slow fashion - ranked sixth among the 9 topics, low linkage with other topics. (4) Lastly, 'brand' and 'fashion trend' were key topics, and the topic 'social value' accounted for a low proportion. Conclusion: Slow fashion was not a considerable factor of consumption behavior. Consumption patterns in fashion sector are still dominated by general consumption patterns centered on brands and fast fashion.

• Journal of Fashion Business
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• v.19 no.1
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• pp.106-121
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• 2015

The purpose of this study is to classify the attitudes toward fast fashion into groups and analyze the differences of the self-consciousness, and make-up behavior by groups. Questionnaires are being administered from 179 high school girls living in Deagu metropolitan City. Frequency, factor analysis, reliability analysis, cluster analysis, ANOVA, Duncant-test, and ${\chi}^2$-test are all used for data analysis. Our findings are as follows. The attitude toward fast fashion shows a significant correlation with the sub-variable self-consciousness and make-up behavior. Attitude toward fast fashion is being categorized into convenience focus, fashion focus, design focus, and season focus. Self-consciousness is social self-consciousness, social anxiety, private self-consciousness, and private anxiety. Make-up behavior is positive effect, fashion leader, and conformity. Attitude toward fast fashion is classified into three groups: disposability, fashionability, and low interest of fashion. The groups show a significant difference in the self-consciousness, and make-up behavior. Groups display no distinctions between the sub-variables in the actual conditions of cosmetics such as a first time for make-up and frequence of visit.

• International Journal of Costume and Fashion
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• v.18 no.2
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• pp.1-12
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• 2018

The purpose of this study was to examine strategies which clothing manufacturers had employed to make themselves more competitive in the era of fast fashion. The Zimbabwean fashion industry is facing fierce competition from imported fast-fashion products which are lower priced and offer consumers a variety of designs from which to choose. The study made use of a qualitative approach with multiple case study design. In-depth interviews were used to gather data from participants, who were selected using the purposive sampling. The study found that clothing manufacturers had resorted to sub-contracting garment manufacturing work, promoting the buy-Zimbabwe campaign and developing in-house brands. This study offers insights into how the fast-fashion era has impacted the local fashion industry and unveils the practical solutions that local clothing manufacturers have embraced in a bid to remain operational and become globally competitive.

• Journal of the Korea Fashion and Costume Design Association
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• v.21 no.2
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• pp.1-13
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• 2019

The objectives of this study are (1) to classify fashion consumers based on innovativeness and nostalgia and (2) to explore the differences in product purchase criteria, fashion information sources, and attitudes toward eco-friendly and fast fashion products among the identified groups of consumers. A total of 327 respondents were clustered into four distinct groups: (1) high innovativeness and low nostalgia, (2) high innovativeness and high nostalgia, (3) low innovativeness and high nostalgia, and (4) low innovativeness and low nostalgia. The four groups showed significant differences in the purchase criteria of quality, design, and brands and no difference in the criteria of functionality and washing methods. The four groups preferred different sources of fashion information: fashion magazines, people in the street, and salespeople, but did not differ in terms of social networking services (SNS) and in-store displays. While the four groups had significantly different attitudes toward eco-friendly fashion products, they did not show differences in attitudes toward fast fashion products, excluding usefulness. These meaningful results provide guidelines for developing more effective merchandising strategies for both eco-friendly and fast fashion products.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.5
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• pp.601-611
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• 2011

This research evaluates the availability of consumers moving to integrated multi channels by a target analysis on the integrated online channel and verifies the possibility of a synergy effect created by the expansion of an integrated online channel. The objectives are to define the scope of benefits desired in fast fashion and online shopping, compare the desired benefits of fast fashion consumers, online shopping consumers and fast fashion, and online shopping consumers, investigate the acceptance intention of the integrated online channel of consumers, and verity its relationship with the desired benefits. As a result, all consumers indicate the desire to pursue social recognition, pleasure, individuality, economic and convenience orientation, and fashion-innovativeness through shopping activities. In addition, there were differences in the mean of social recognition benefit individuality benefit, economical and convenience orientation benefit, and fashion-innovativeness benefit. Lastly, the acceptance intention of the integrated online channel was significant in all groups and the desired benefits that affect the acceptance intention of the integrated online channel were social recognition for fast fashion consumers along with pleasure and individuality for fast fashion and online shopping consumers.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.612-627
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• 2016

This study is research on the snack culture and fast fashion. The purpose of this study is to examine the common attributes of snack culture and fast fashion as a cultural phenomenon. The following results were obtained: First, snack culture and fast fashion have attributes of 3S represented by Speed, Short time, and Simplification. Second, snack culture and fast fashion meet consumer demands by fun and various contents and a variety of designs, respectively. Third, although snack culture has developed on the basis of information technology, fast fashion has grown based on the technological innovation of business, organization, and distribution system. Fourth, snack culture communicates with the world through opening and sharing to be globalize a context, and fast fashion is globalized to multinational corporations by increasing sales and development of scale. Fifth, snack culture has a synergistic effect by maximizing the multiple interactions through social campaigns based on the attribute to communicate with many-to-many relationship. In addition, fast fashion produces a synergistic effect through collaborative strategic alliances.

• Journal of the Korean Society of Costume
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• v.59 no.3
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• pp.27-41
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• 2009

Interpreting the phenomenon of Fast fashion that is prevalent these days, this research is meaningful in that it prepares the frame which suggests the vision to read the trend of 2000s and analyzes the property of phenomenon of Fast Fashion in the connection with society and culture. The so[io-cultural property can be largely characterized by consumption orientation, change orientation, efficiency, moment and multiculturism. Analyzing the phenomenon of fast fashion that emerged after 2000 on the basis of such sociocultural background, it is largely classified into imitation, fashionability, disposability, portability, transformation and convergence. Due to the hi-polarization of consumption, people tend to select imitated goods, and people accustomed to speed get interested in the fashionability of all Phenomena. Further, society that is transient and changing rapidly makes the habit of purchasing in disposability. The property of nomad society encourages to keep the habit of portability. Such change-oriented society and rapidly changing life pattern make them adapt in diverse transformation modes of Fast Fashion. Further, multi-cultural world integrates enterprises through combination of all cultures and the convergence of all factors.