• Fashion & Textile Research Journal
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• v.20 no.4
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• pp.379-388
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• 2018

The Hawaiian shirt, also known as the Aloha shirt, is a short-sleeved, colorful shirt with traditional Polynesian designs (e.g., hibiscus, fish) originating in Hawai'i. The shirt was selected for study because it is a unique garment that originated in the Hawaiian Islands in the late $19^{th}$ and $20^{th}$ centuries and marketed as a tourist product but was eventually adopted as appropriate residential clothing by the $mid-20^{th}$ century, however with different aesthetic details. Today, it is assumed by Hawaiian Island residents that tourists demonstrate poor taste when selecting a Hawaiian shirt. The purposes of this study are to examine the validity of the assumption that tourist taste and resident taste in Hawaiian shirts are different and to investigate the current Hawaiian shirt market change. For this study, 555 questionnaires were obtained from tourists and residents, and 10 Hawaiian shirt retailers/wholesalers participated in in-depth interviews. The results indicated that differences do exist between tourists' and residents' preferences for print designs and colorway. The market change of Hawaiian shirts was also recognizable in that an increasing number of tourists select Hawaiian shirts similar to resident customers, as part of their routine lives rather than as holiday or vacation garments. Other differences in Hawaiian shirt shopping behavior included the findings that tourists consider fabrication less important than resident customers who consider fabrication more (i.e., cotton 100%). By using both quantitative and qualitative methods, this study contributes to the fashion design and marketing field as well as help manufacturers and retailers with their merchandise and distribution plans.

• Fashion & Textile Research Journal
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• v.10 no.6
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• pp.857-863
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• 2008

The purpose of this study is to analyze the types of Hibiscus patterns expressed on Aloha shirts. This study analyzed real data collected from man's aloha shirts displayed at the International Market Place in Waikiki of Hawaii during January 21-27, 2007. 35 pieces of Aloha shirts with Hibiscus Patterns were was analyzed. The total of each analysis means all number of patterns sampled or appeared to analyze the types of patterns. The motif of Hibiscus was sampled a total of 42 units for some shirts having several motifs. Its motif was divided into two groups, 20 units(47.62%) of natural type and 22 units(52.38%) of stylized type, according to modeling. Two types were much the same percentage. Hibiscus patterns were classified into three groups, isolated, band and arabesque type, by formation type. The isolated type was appeared most frequently. The layout of Hibiscus pattern was classified into three groups, engineered print, all over print and border print. All over print was appeared most frequently. The data of this study will be provided as a resource to promote using and developing of the pattern of Korean rose of Sharon.