• 대한가정학회지
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• 제47권8호
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• pp.25-35
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• 2009

This study analyzed expression types and characteristics of modern fashion designs using body parts. The research was conducted based on a literature review and empirical research of fashion magazines published in Korea and other countries from 2001 to 2008. Four fashion statements predominated. Most frequently, body parts presented in modern fashion design, included realistic expressions, simplification, anatomic expression and a mixture with other patterns and logos. A body part, such as an eye, a lip, a hand or a chest was characteristically located in an unfamiliar position, as part of modern fashion design using body parts. Other parts and surrealistic images were shown with accessories utilizing body shapes. Second, amusing images were emphasized with humorous expressions, including simplification of body parts, childish decorations, fairy tale illusions and cartoon factors. Third, erotic images were presented with a more realistic expression of a partial image of a female body part, such as a lip or a tongue. Fourth, the use of facial images of celebrities in modern fashion design showed the phase of the times and the characteristic utilization of pop art as an image.

• 한국의류학회지
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• 제34권10호
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• pp.1717-1730
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• 2010

This research analyzes the recent phenomenon of pursuing public benefit in fashion enterprises according to the increasing importance of corporate social responsibility attitudes towards the global sustainability crisis. The pursuit of public benefit in fashion enterprises has been realized by the activities that contribute to public welfare through one or plural corporations aligned with government, social corporations, and NGOs. The goals of public beneficial activities are to promote public issues and to support the underprivileged and communities both financially and voluntarily. Such activities can be categorized as philanthropy, sponsorship, social marketing, cause-related marketing, and public benefit product development. Especially public beneficial activities in fashion enterprises are featured as the charity donations of apparel products, the collaboration with fashion celebrities and artists in relation with popular culture and art, the limited edition of excellent design with slogans, and the visual campaigns to promote public issues. They deal with human right issues for the underprivileged and disease prevention issues. In addition, specially environmental issue and community trade issues (often raised in the fashion manufacturing and consuming process) are increasing.

• 대한가정학회지
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• 제46권10호
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• pp.71-81
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• 2008

This study aimed to identify the effects of adolescents' perceived risk on fashion brand conformity behavior. To analyze conformable fashion brand behavior with consideration to their reference group, 6 dimensions of perceived risk were adopted as explanatory variables. Reference group means people that a person refers to when evaluating his values & behaviors. Data were collected from 672 male and female students aged between 14 and 18. Factor analysis on perceived risk resulted in 6 dimensional structures: socio-psychological, time loss, functional, fashionability loss, performance and opportunity loss risk. Fashionability loss risk positively affected adolescent fashion brand conformity behavior according to their favorite celebrities. Performance risk positively affected in consideration to their parents, while opportunity loss risk had a negative effect on the same reference group. However, socio-psychological and fashionability loss risk positively affected adolescent fashion brand conformity behavior in consideration to their friends, while performance loss risk had negative effect on the same reference group. Adolescent groups divided by the 6 dimensions of perceived risk showed meaningful differences in their fashion brand conformable behavior in consideration to their reference groups.

• 패션비즈니스
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• 제6권1호
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• pp.83-101
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• 2002

The purpose of this study is to observe the elements of Japanese popular culture portrayed in Korean new generation fashion at the current point of time, when Japanese popular culture is first being opened to Korea. And the another purpose is to look into the fashion consciousness of them, which is made up of these aspects. The new generation plays the leading role in further excelling the culture of our society. They are the generation of sense and sensibility, the generation of "me", the generation of information, and the generation of individuality. Even before Japanese popular culture was officially opened, the new generation was already accepting fashion, comics and animation, video games, music, broadcasting, food, etc. The Japanese cultural elements that show most in Korean fashion are street fashion and the fashion of celebrities. These are mostly brought in by fashion magazines, the internet, satellite TV, the new media of cable TV, and street shops. The aspects of Japanese popular culture in Korean new generation fashion are many and varied. Such examples in fashion are : vintage style, school-girl style, sexy causal style, black coordination, soft avant-garde style. It can be said that the fashion consciousness of Korean new generation could be placed in the following order. First, the variety of fashion. Next, the internationalism of fashion. Third, the information of fashion, and last, the play value of fashion. Interest has peaked in Japanese culture after the official opening, and this study has explored the very same aspects which can be seen in Korean new generation fashion. This study was meant to help make a responsible and sturdy new generation fashion culture which can help face the new millennium.

• 한국의류학회지
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• 제25권7호
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• pp.1341-1352
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• 2001

When segmenting consumers according to their fashion adoption behavior, it has been assumed that consumers' fashion conformity and innovativeness characteritics are negatively correlated. The purpose of this study was to examine the relationship between conformity and innovativeness and that these two attributes exist independently. The research problems of this study were to segment consumers according to the degrees of conformity and innovativeness, and to identify differences in reference groups and clothing purchasing behavior among the segments. The results of the empirical study showed that the fashion conformity and innovativeness were in and innovativeness; High conformity/High innovativeness group(HC/HI), High conformity/Low innovativeness group (HC/LI), Low conformity/High innovativeness group(LC/HI?, and Low conformity/Low innovativeness group (LC/LI). When the groups were compared in their reference groups and purchasing behavior, it was found out that HC groups were more influenced by reference groups than LC groups. When HC/LI and HC/HI groups were compared, HC/LI group was more influenced by their parents and siblings, while HC/HI group was more influenced by upper class and celebrities. Both groups were mostly influenced by friends and desirable passengers on the street. Friends and passengers were most influential to LC groups also, even though they were less influenced than HC groups. In conclusion, the fashion conformity and innovativeness were found to exist in different dimensions consisting dual structure. Thus, retailers and marketers can make their strategies more successfully if they use these two characteristics separately when segmenting consumers.

• 한국의류학회지
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• 제27권8호
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• pp.892-903
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• 2003

Korean Internet shopping malls, which provide customers not only with convenient shopping experiences but also with purchasing, warehousing, shipping, and customs clearance services, have been playing a significant role in rapidly transforming Korean consumers into global consumers especially in purchasing fashion goods. Utilizing Ajzen and Fishbein(1980)'s Behavioral Intention Model, which postulates that behavioral intention is determined by attitude and subjective norm, this study identified behavioral intentions toward purchasing foreign fashion goods through Korean Internet shopping malls and the differences of behavioral intentions according to consumers’purchasing experiences on the Internet shopping malls. The data were gathered by surveying female university students living in the Seoul metropolitan area, Korea, and 222 questionnaires were used in the statistical analysis. Mean, standard deviation, factor analysis, t-test, cross tabulation, and $\chi$$^2$ analysis were used. The results indicated that purchasers had more favorable attitudes and subjective norms and higher behavioral intentions than non-purchasers. With respect to attitude, there were significant differences in behavioral beliefs and evaluation of outcomes for the variety and scarcity value factor. With respect to subjective norm, there were no significant differences in normative beliefs and motivation to comply toward friends, people who had purchasing experiences, fashion magazines. and celebrities between the two groups.

• 복식문화연구
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• 제25권1호
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• pp.32-47
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• 2017

As the popularity of Korean drama and celebrities in China, Korean fashion is becoming increasingly popular in the Chinese market. Although the effect of Korean drama on Chinse consumers' attitudes toward Korean products are known, little research has been conducted to understand the mechanisms underlying the impact of Korean drama on the development of consumer attitudes. Thus, this study examines how Chinese consumers' exposure to Korean dramas has influenced their attitudes towards Korean fashion products. Applying the similarity-attraction theory, the study explores the roles Chinese consumers' perceived similarities in appearance and values with Korean characters in TV dramas plays in the process of attitude development. Data was collected via an online survey and the responses of 317 Chinese consumers in their twenties were used for data analysis. The results of structural equation modeling show that exposure to Korean dramas has a direct impact on Chinese consumers' perceived appearance similarity, perceived value similarity, image of Korean people, and attitudes toward Korean fashion products-results that support the theory of mere exposure. In addition, the analysis demonstrates that perceived appearance similarity positively influences the image of Koreans among Chinese people, which, in turn, influences attitudes toward Korean fashion products, supporting the similarity-attraction theory. However, the effect of perceived value similarity on attitude toward Korean fashion products was not significant. The study concludes by describing its practical implications for the Korean fashion industry and presenting ideas for future research.

• 한국의류학회지
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• 제32권3호
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• pp.362-372
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• 2008

The remarkable tendency shown in recent fashion can be the customer's passiveness, not only their feeling desire for product but also needs for product seem to be made by mass media. So this condition can be thought as the currency of energy for being subjected. The public of fashion eagerly want the fashion style to be suggested for following it. The late Freudian, Erich Fromm said that the reason why individuals demand themselves to follow the masses' move could be explained as the hope against the fear of feeling not being from staying isolated and having no direction. Escaping from this fear, individuals ought to believe the necessity of participation in public. The fashion is willing to be defined as the united condition by individuals in the hope being consolidate in masses against being solitude. Nowadays, people can share many informations with internet, the fastest medium, which makes the individuals impatient not to be isolate, thinking other people must contact the information and should feel pressure of taking part in the currency. Even though the style is considered to be awkward for following it, it's frequent exposure on mass media by celebrities wearing the style could soon make a fashion. This is able to show that many customers should incline to consider less about their style or taste, whereas lean to pursue after masses' authority. Recent consumers have propensity to avoid feeling concern about others' criticism, on the other side, they try to chase of the fashion as masses' choice for feeling peaceful. The reason why people recognize not to have clothing to wear in spite of a large wardrobe, it must reflect their needs promoted from outside influence of introducing for new styles.

• 복식
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• 제66권2호
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• pp.103-116
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• 2016

This study intends to discover characteristics and methods of retro image wedding dresses by analyzing prior studies about retro characteristics. The characteristics of retro image wedding dresses are as follows: 'Recreative Retro', Trend revival Retro', 'Nostalgic Retro' and 'Remixed Retro'. The expressional characteristics and methods of each character are as follows. The 'Recreated Retro' has been recreated in the wedding dresses worn by celebrities, actresses' wedding dresses in movies, and also in the famous designer's high end wedding dresses. These dresses do not merely duplicate the originals, but also reflect images, which were reproduced by combining modern technology. The 'Trend revival Retro' emerged as a combination of past fashion styles and new trends. It seems to stimulate the customers' reminiscence of past fashion trends and create unique designs through expressing the metaphor or the adaptation of past fashion styles. The 'Nostalgic Retro' started from the discovery of emotional values for something old or the inclination to be attracted to old styles. It has been expressed through design concepts with natural themes. The 'Remixed Retro' is from recombination of Retro elements. It is shown as a new interpretative code which explains how current time blends with different times.

• 한국의류학회지
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• 제33권3호
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• pp.477-488
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• 2009

As the Korean cultural contents, such as drama, films, music, gained popularity in China, Korean fashion brands used Korean celebrities as their models to as a sales promotion strategy for Chinese consumers. With the point of view that the advertising model as a human capital as well, the purpose of this study is to investigate the factors of attributes of Korean celebrity advertising model, and to analyze effects on fashion brand recognition, preference, trust and purchase intention. With convenience sampling, the research surveyed Shanghai consumers in their 20's to early 30's who had purchased Korean fashion items. The 291 responses were analyzed by frequency analysis, reliability test, factor analysis, multiple regression analysis, The results are as follows. Frist, Korean celebrity advertising model attribute factors were divided into similarity, familiarity, popularity, attractiveness and trust. Second, the brand recognition was affected by similarity, familiarity and popularity factors, and the brand preference was affected by similarity, familiarity, popularity and attractiveness factors. Third, the trust of Korean fashion brands was affected by similarity, familiarity, attractiveness, trust, brand recognition and brand preference. Lastly, the intention to purchase Korean Fashion brand was affected by similarity, familiarity, attractiveness, brand recognition, brand preference and brand trust.