• Journal of Fashion Business
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• v.19 no.6
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• pp.101-111
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• 2015

This study aims to analyze the current state of menswear in the domestic fashion market and the trend of new menswear brands. In addition to this, a comparative analysis of domestic and foreign menswear brands will be done to provide baseline data for the domestic brands in regards to strategic direction in the coming years. The study used reports published by Samsungdesign.net, which provided trends of 110 new brands from 2005 to 2014, in order to analyze the trends of new menswear brands launched during that period. Menswear brand information in the Korean Fashion Brand Annual, of which there were 168, were utilized to research the current state of the brands in the domestic market. As a results, menswear is expected to become more sensitive to trends and designs thanks to steady launchings of menswear brands within character casual zoning for the past 10 years and active brand launchings within contemporary zoning in the last 5 years. Also, as more brands are targeting men in their 20's as their main customers, it suggests that menswear brands are striving for a younger mindset. In terms of pricing, prestige and budget line launchings they seem to be dwindling, while bridge brands are increasing. This shows that customers are demanding luxury items at a reasonable price. Since there are higher ratio of foreign brands in dress shirts and contemporary zoning, domestic brands need to develop and produce more high quality clothes within these zonings.

• Journal of the Korean Society of Costume
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• v.52 no.2
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• pp.45-57
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• 2002

21th century is evolving from physical to brain-oriented society, and from class oriented society to network society. In the midst of it, bobos is the new enlightened elite group. In depth analyzationon of the beat generation from the 1950's and hippies from the 1960's, which had influenced the bobos, were done to study on such new and core elite group. According to the research, the emerging of bobos was originated and created from the long gone conflict between the beat and bourgeois, and the hippie and the conservative. And this mixed culture of both free-spirited hippie and materialistic yuppies from the 80's is rapidly growing, and they are easily seem from various commercial advertisements, accessories and fashion designs. In addition, the bobo's were targeted by the main designers, and expressed through bohemian luxury and romantic hippie mood. Naive and childish floral prints, paisley prints that were influenced by the hippies, the hair styles from the 80's and washed denims were seen at the collections. However, the symbolism of the 60's defiant fashion styles seem to fade away but remains only as a style. The comparison and analyzation between the fashion of bobos, hidden meaning of those defiant fashion styles and the aesthetics of it are arranged in the following conclusions.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.1
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• pp.58-73
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• 2018

This study examines the socio-cultural background of a Nerd-chic look, establishes a conceptual foundation for Nerd-chic look and examines its aesthetic characteristics in order to understand the latest modern fashion phenomenon. Nerd-chic look is a combination of 'nerd' as a popular collective style and 'chic', which refers to the aesthetic value of a costume style. It is a look that is expressed in fashion that reflects the contemporary aesthetic desires based on a nerd's external features and inner values. The aesthetic characteristics of the Nerd-chic look are as follows. First, the Nerd-chic look express the aesthetic characteristic of bricolage that transforms the familiar meaning of an outdated nerd style to 'chic' image by the rearrangement of the typical nerd style and retro fashion elements. Second, the Nerd-chic look express the aesthetic characteristic of supernormal, as a plain, restrained beauty based on the Normcore fashion mood, disassembly and recombination of ordinary items, fit-free styling, and asexual styling. Third, the Nerd-chic look expresses the aesthetic characteristics of deluxe poor, which rejects stereotypical and expensive luxury and presents a more contemporary and futuristic spirituality. It is expressed in oversized shapes that are not intended to fit the body and show incompatibility between fashion items or way of dressing.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.6
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• pp.1087-1106
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• 2020

The emergence and development of innovative science and technology is changing lives at a rapid pace with the expansion of human perception. The development of the media extends the scope of activities of the body and the mind, realizing the imagination and challenging the limits of experience. In this process, the transformation of media into new forms such as disassembly, merging, and fusion have emerged that have resulted in the emergence of transmedia. In recent years, the fashion industry has responded quickly to trends and is actively engaged in transmedia communication activities. Among them, Gucci's media utilization strategy has attracted interest in the millennial generation. This study examines the strategy of transmedia storytelling by concentrating on the case of Gucci among luxury fashion brands that utilize media effectively in various aspects. It reveals the aspect of how the use of transmedia can be used to enjoy the story of fashion content and spread its value.

• Journal of Fashion Business
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• v.27 no.6
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• pp.110-123
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• 2023

As social distancing strengthened after the COVID-19 incident, people looked for things they could do alone. Additionally, as people have more financial resources, they purchase products they had previously considered purchasing, and the phenomenon of giving gifts to oneself has also appeared. Accordingly, this study analyzed fashion product reviews of KakaoTalk Gift, the service to exchange gift via SNS mobile app, to discover the phenomenon of self-gifting and the differences from interpersonal-gifting. For post-hoc data, in collected 18,354 pieces after excluding unnecessary data using a Python-based web crawling technique. The self-gifting behavior of KakaoTalk Gift different from the previous study for self-gift. Regardless of the gift-giving contexts, it determines that most self-gift products are material items. There are differences in product types and price levels when choosing gifts for others and oneself. As a self-gift, people typically buy luxury jewelry and branded bags/wallets to wear and show off. As interpersonal, among fashion products, people usually buy beauty products that reflect less personal tastes. When gift-giving to others, people buy products to appropriate prices to reduce the burden on both. When gift-giving to oneself, people buy wanted products regardless of the price. This study is significant because it suggests a new direction in self-gift research by limited online places to give gifts.

• Journal of Fashion Business
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• v.23 no.1
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• pp.145-162
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• 2019

This study reviewed photos of women's jackets shown at Milano Collections from 2013 S/S to 2017 F/W to identify the variations and trends in their structural components and design elements with respect to year and season. 576 photos, which consist of 276 S/S jackets and 300 F/W jackets by renowned Italian luxury fashion brands; Giorgio Armani, Gucci, Fendi, Max Mara and Jil Sander, were analyzed. Some of the highlighted findings are as follows; in the structural aspects, the H-line silhouette, below waist to hip line length, natural shoulder line and single button closure were the most frequently appearing components among all the jackets. For the design elements, the largest number of jackets was made of woven fabric in single color, while fur was mostly used in F/W seasons for its warmth, heaviness and bulky appearance. From the results, it was established that variations were made to the jacket components and design elements to the extent that they convey predominant jacket styles with a certain level of practicality and performance. However, the study also found that some of the jackets demonstrated design diversity and innovation by adopting daring styles, bold materials and colors. As the findings of this study identified the variations and trends in women's jacket components in recent years, they can be applied towards developing high end women's jackets to meet the demands and distinctive needs of luxury clothing buyers and distributors.

• 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.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.215-231
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• 2024

The changing media landscape has diversified how and what is discussed about fashion. This study aims to examine expert discussions about fashion shows on social media from the perspective of fashion criticism. To achieve this goal objectively, a text mining program, Leximancer, was used. In total, 58 videos were collected from the panel discussion section of Showstudio from S/S 21 to S/S 24, and the results of text mining on 24,080 collected texts after refinement are detailed here. First, the researchers examined the frequency of keywords by season. This revealed that in 2021-2022, digital transformation, diversity, and fashion films are now commonly used to promote fashion collections, often replacing traditional catwalk shows. From 2023, sustainability and virtuality appeared more frequently, and fashion brands focused on storytelling to communicate seasonal concepts. In S/S 2024, the rise of luxury brand keywords and an increased focus on consumption has been evident. This suggests that it is influenced by social and cultural phenomena. Second, the overall keywords were analyzed and categorized into five concepts: formal descriptions and explanations of the collection's outfits, sociocultural evaluations of fashion shows and designers, assessments of the commerciality and sustainability of the current fashion industry, interpretations of fashion presentations, and discussions of the role of fashion shows in the future. The significance of this study lies in its identification of the specificity of contemporary fashion criticism and its objective approach to critical research.

• Journal of the Korea Fashion and Costume Design Association
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• v.10 no.1
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• pp.145-159
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• 2008

This study has examined the shift in fashion styles in Korea by analyzing trends in fashion environment and fashion image by seasons in Korea to understand the domestic fashion flow from 2000 to 2006. Since 2000, with the well-being trend, polarization of consumption, preference in luxury orientation, and digital revolution, consumers became individualized and detail oriented. They also became smart consumers equipped with information and knowledge in making choice and purchasing products suiting their taste. To satisfy the consumer trend, fashion market also saw changes such as expansion of advanced distribution, totalization of brands, growing of on-line shopping mall, expansion of outdoor-wear market, and formation of masstage(mass+prestage) market. Fashion images in domestic women's wear since 2000 are analyzed as classic, elegant, minimalism, romantic, bohemian & vintage, ethnic, glam, girlish, kidult, sportive, femiculine, military, and lingerie image. Classic, romantic, and bohemian & vintage are the images that were popular throughout 2000 to 2006. Fashion images of domestic women's wear showed changes in three periods: Sportive image was popular in FW 2002; military image in SS 2003 to SS 2005; and femiculine, glam, and minimalism images in FW 2005 to FW 2006. Through information and detail-oriented emotion, the wide-ranging acceptance of global trends, the consumer tendency towards purchasing products quickly and conveniently, the speedy supply of trendy products both on-line and in-store, and the evolution of the fashion market towards providing one-stop shopping and a cultural space, different fashion images have all emerged at the same time in Korea. It looks like this phenomenon is set to continue for a while.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.3
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• pp.219-238
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• 2014

This study attempted to investigate present condition and product planning of global eco-fashion brands that harmonize fashion and sustainability. As research subjects, this study selected 97 oversea fashion brands mentioned in books related to eco-fashion, Black(2011), Brown(2010), Fuad-luke(2009). As for research methods, materials and ethical practices of these selected 97 brands through literature data and their internet site homepages. This study analyzed oversea eco-brands collected 26 British brands, 22 American brands, 36 European brands such as Germany, France, Italy, Sweden, Spain, Finland and so on, except Britain and 13 other regions including Japan, India, Canada, Mexico, and New zealand. In conclusion, the product planning characteristics of these oversea eco-fashion brands can be summarized as follows; community and fair trade, ecological and slow design, recycle, reuse, redesign, and new eco-models. Firstly, brands of 'community and fair trade' manufactured products through fair trade and local community's artisan by ethical practices with organic fabrics. Secondly, brands of 'ecological and slow design' pursued timeless design and multi-functional design as luxury eco-fashion styles. They used organic textiles, hemp, bamboo, soya, tencell, sea cell, and self-sustaining plants. Thirdly, brands of 'recycle, reuse, redesign' aimed for upcycling high-end fashion and used vintage clothes, textile scraps, PET, parachutes, tires, safety belts, advertising banner and so on. In addition, brands of 'new models as eco-fashion' suggested zero-waste cutting, recycling over-printing technology, new sustainable business model, and ethical practices in the supply chain of the fashion industry.