• Journal of the Korea Fashion and Costume Design Association
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• v.24 no.3
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• pp.33-48
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• 2022

This study aimed to investigate bag purchase behaviors according to materialism value. The subjects were 443 male and female adult consumers in their 20s to 50s. The research method was a survey, and the questionnaire consisted of questions on materialism value, bag purchase behaviors, and demographic characteristics. For data analysis, descriptive statistics, Cronbach's α, χ² test, factor analysis, cluster analysis, ANOVA, and Duncan's multiple range test were performed. The results of this study were as follows. First, materialism value was derived from three factors (happiness pursuit, possession-oriented, and success judgment). Second, subjects could be divided into three groups (happiness pursuit group, success judgment pursuit group, and immaterialism group) based on the materialism value variable. Third, the derived groups showed many differences in bag purchase behaviors. The happiness pursuit group considered all bag evaluation criteria factors (practicality, aesthetics, economy, symbolism) and bag purchasing information sources factors (mass media and personal sources) more than other groups, and showed a tendency to prefer select shops and complex shopping malls as bag purchasing places. In addition, the average annual cost and frequency of purchasing bags of this group were higher than those of other groups. The success judgment pursuit group considered symbolism as a bag evaluation criteria more than other groups, and considered personal sources as bag purchasing information sources more than mass media sources, and preferred luxury stores and department stores as bag purchasing places. On the other hand, the immaterialism group considered practicality and aesthetics as bag evaluation criteria and placed less importance on all information sources than other groups, and preferred Internet shopping malls as purchasing places. This group had the lowest average annual purchase cost and frequency among the three consumer groups. This study suggested that materialism value is a useful variable to segment male and female adult consumer markets effectively, and to understand the bag purchase behaviors of consumer groups divided by materialism value.

• Journal of the Korea Fashion and Costume Design Association
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• v.19 no.2
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• pp.29-37
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• 2017

Due to the pursuit of individuality by modern consumers, the day has come when it is hard for design to be sustained solely by external beauty. Accordingly, products with the psychological value and brand stories are appearing, so that products that reinterpret traditional crafts are now being appreciated for their merits. Handmade goods defined as new luxury goods or products of high-quality craftsmanship are being used to enhance the consumer's individual image, and has created an unprecedented consumer stratum structure. Japan is one of the countries that actively applies traditional crafts to contemporary design and this study aims to investigate cases that are being reinterpreted in modern fashion in the theme of Boro, which is not as well known among Japanese traditional crafts. The purpose of this study is to offer basic data for designers by investigating the cases of the reinterpretation of traditional crafts. In addition, in reinterpreting traditional crafts into other fields, it is regarded as a meaningful way to contribute to a variety of other ideas. As the research method, first, the definition and kind of Boro were investigated utilizing the related literature information about the traditional fabric of Boro, which is the starting point and basis of the research. Second, Japanese aesthetic sense defined in the previous research was classified and the relationship of the anti-decorative aesthetic sense and Boro investigated. Third, after classifying the reinterpretation cases of Boro that have appeared in four major fashion collections and designer brands from 2011 to 2016 by the selected aesthetic sense, its characteristics were investigated. The search for examples of the reinterpretation of Boro uses the results of the keyword search of Boro and Boro Fashion via the internet search engine Google from April 2016 to December 2016. In addition, the search results were selected on the basis of whether the designer specified borrowing from Boro or whether Boro on the collection order was included or not. In addition to introducing an unknown fabric craft, this study also raises the methodological problems of the reinterpretation of traditional crafts. Products containing psychological value are expected to come into the spotlight in the upcoming consumer market. Therefore, as a follow-up study, it is suggested to research examples in which various crafts are being applied as products before one knows, how this creates new originality, and the limitations involved in this.

• Journal of Fashion Business
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• v.8 no.4
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• pp.117-130
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• 2004

The purposes of this study were to find out highly market sharing young casual brands, to compare their trends of concept and competition, and to propose orientation of brand concept repositioning and marketing strategies on Department stores. Reference searching method and field searching method were used for this study. The results were as follows: 1. The brands which covered more than 50% market share included <96NY> . 2. Price range of these brands was from 130,000 to 220,000 won. The brands of upper-moderate price zone included <96NY> and they were very competitive each other. The brands of moderate price zone included and they were also very competitive between them. However, the brands of lower-moderate price zone had lower competition. This price zone might be a good point to launch new brands. 3. The main target-age of young casual zone was from 17 to 30 years. The most of brands focused on 21-25 years old, which were higher age targeted before. 4. The main concepts of these brands were 'luxury, girlish, sexy' and 'Sportism, lifestyle' were sub-concepts.

• Journal of the Korean Society of Costume
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• v.30
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• pp.275-294
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• 1996

In fashion there was a move away from the ascetic of the Gothic according to the appear-ance of a new spirit at the beginning of the fourteenth centuries initially in Italy. The new spirit Humanism applied their interest not to the universal but to the individual and particular. The Renaissace costume style based on the Humanism was sharp angled and curvy and had a grotesque silhouette with the exaggerated and tense decorations. The purpose of this study is researching the background led to the balanced costume style characterized by unique details. out of the tastte for luxury and beauty grew a new style known as slashing in which seams were left open and colored linigs thrust through or cuts were made in an entire cos-tume and contrasting material puffed out of the cuts. With the slashes another element was characterized in the high Renaissance cos-tume style that was the use of points or lace to hold a costume together. For the masculint costumes pads became into a fashion and were used for forming the antinatural artificial and bulky silhouettes. The body was distorted and tensed by putting the pads into the sleeves and bodice. The jacket with a full rounded bodice like a bow known as peascod belly and haut de chausses a onion-shaped trunk hose with a codipiece ap-peared and grew one of the most characteristic of Renaissance style. According to these sociological changes the view of the beauty based on the human body and in both of men and women the costume style was changed very much to emphasixed their physical beauty and finally it grew a grotesque style and even more a exposed style that exposed a part of their body. Those backgrounds as were stated above can be said to lead to the appearance of the grotesque style in the Renaissance Age.

• International Journal of Costume and Fashion
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• v.4
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• pp.63-80
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• 2004

Elegance in dress has been mentioned as an important term for explaining a beauty of dress and a fashion image through the times in the history of dress. Nevertheless, it has been spoken indeterminately without analyzing the accurate meaning. In addition, almost all the scattered discourses of it were very limited to womenswear. The purpose of this study is to provide a framework for a better understanding of the concept of elegance and its aesthetic characteristics expressed visually on dress from the holistic viewpoint, focusing on male elegance in dress. To obtain the purpose, the documentary study and the practical analysis were carried out. Elegance in dress is based upon the idea of aristocratic taste cultivated by good breeding. It is expressed visually through not only the carefully contrived dress but also a sort of aura of dressed body with skillful ease. Its aesthetic values consist of luxury, nobility, refinement, femininity, harmony. Though male elegant styles had already existed throughout the history of dress, it was Mannerism in the 16th century which expressed ‘studied elegance’ for the first time. On the grounds of both the classification of periodic styles and the periodic values, they can be defined and categorized into Mannerism Elegance, Salon Elegance, Modern Elegance Since Dandyism, Aestheticism Elegance. In the late 20th century they can be recognised as Classic Dandyism Elegance, Soft Casual Elegance, Elaborate Heroic Elegance. Although male elegance in dress has been visualized in different ways depending on periodic values, it has essentially been a refined beauty of high class which was valued until recent years. Its common plastic features appear as soft shapes, subtle colors and delicate fabrics modulated with exquisiteness and well-adorned appearance, graceful behavior make elegant styles completed. All of elegant styles have m common with refinement, harmony as main aesthetic values.

• Journal of the Korea Fashion and Costume Design Association
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• v.6 no.3
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• pp.169-183
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• 2004

This study attempts to understand women's underwear culture in the Later Chosun Dynasty, by investigating the kinds and constructions of them, which formed bulky and puffed silhouette of the lower half of the body. In the middle 17th century in Chosun, Confucianism settled down as fundamental idea of society, while whole country achieved considerable economic growth. As a result for upperclass women, female virtues was demanded more than any other period in Chosun. On the other hand, lower-class women including Kisaengs, had more freedom on their clothing behaviors. According to the literature on women's dress institutions and restrictions of the extravagance, the use of kinds of high-quality silk and false hair was criticized, compared to women's clothes in China. From this, one can see the luxury and affluence of women's clothes at that time, which also reflected in luxurious underclothes. Also, the movement of class, by economic development, led to changes in the costumes of middle-to-lower class women, relaxing restrictions on clothes. Underclothes included Bosomband(가슴띠; long sashes for bosom to wrap), Sokjucksam(속적삼), and Sokchogori(속저고리; Korean blouse, worn under the chogori) for upper garment, and Darisokkok(다리속곳; basic underwear like the panty), Soksokkot(속속곳; underwear paji to be wide of hem), Sokpaji(속바지;trouser front and back opening), Tansokkok(단속곳; large size underwear like Soksokkot), Noronpaji(너른바지; paji like the skirt or paji bulky than tansokkot,), Mujigi무지기; tiered skirt for underwear), and Daeshumchi'ma(대슘치마; Korean underskirt, shape hem as a pad into form) for lower clothes.

• Journal of the Korean Home Economics Association
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• v.45 no.4
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• pp.43-51
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• 2007

This study analyzed the knit wear trend, which has gained attention as a sensuous and luxury item, through collection magazines, and used the technique of hand-knit to produce and present the knit wear that was designed based on the study results. Accordingly, the purpose of this study is to raise awareness of the expansion of hand knit's new expression techniques and expression areas and to verify its possibility as a higher value-added product. The trends of hand-knit wear resulted from the analysis of collections divided into the following four groups, and the knit designs were also grouped accordingly: First was "The design using object." The trend survey showed the results that the form of drops or flowers was often used as a factor of object. Accordingly, as for the study design, the drop-knitting technique, which is one of the pattern knitting techniques, was used to present a design that employed drops as the object. Second was "The design matched with woven material." It is a way to emphasize aesthetic formativeness and at the same time to activate the area of knit design by matching woven material, which is different from knit in texture, with knit. This study presented a design that tried to combine knit texture and woven material by connecting denim material with various textures and colors. Third was "The design to express see-through." A sense of showing through knit wear was expressed through changes in the type of thread or knitting technique. In this study, the sense of see-through was expressed using piano wires and wool threads and through changes in the thickness of needle. Fourth was "The design to emphasize coloring." It was analyzed that regarding the production of hand knit, the method of coloring expression was to express points, lines and sides or to create harmony by changing the material's color or texture to show particular objects or shapes. In this study, a jacket was designed using the method to express points, lines and sides by changing the material's color.

• Journal of Fashion Business
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• v.18 no.2
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• pp.132-147
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• 2014

The purpose of this study is to classify the appearance concern into groups and analyze the differences of the attitude toward plastic surgery and clothing behavior by groups. Questionnaires are administered to 206 female adults in their 20's-50's living in Deagu and Kyungbook areas from $10^{th}$ July to $19^{th}$ July, 2013. Frequency, factor analysis, reliability analysis, correlation analysis, cluster analysis, ANOVA, Duncan-test and ${\chi}^2$-test were used for data analysis. The appearance concern is categorized as follows: appearance harmony focus and body focus. The attitude toward plastic surgery was found as risk tolerance, image improvement/surgery desire and keeping the secret of surgery. Clothing behaviors are found as individuality focus, other focus, convenience and luxury ostentation. The appearance concern shows a significant correlation with the sub-variable attitude toward plastic surgery and clothing behavior. One test in the groups is determined by demographic variables like occupancy and monthly income. Appearance concerns are classified into three groups as follows: appearance concern group, low appearance concern group and body concern group. The groups show a significant difference in the attitude toward plastic surgery and clothing behavior. This difference indicates that the 20's show a high body focus on their appearance concern, an attitude of image improvement/surgery desire toward plastic surgery and another individuality focus on clothing behavior while 50's care more about convenience in their clothing behavior.

• Journal of Fashion Business
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• v.12 no.2
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• pp.165-175
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• 2008

A cross-cultural study was carried out in Germany and in South Korea in order to investigate the relationship between brand personality and product personality facilitating the three dimensions of personality agreeableness, excitement, and extroversion. Two pairs of shoes were prepared across categories of product function symbolic (a pair of high-heeled shoes) versus utilitarian (a pair of sport shoes). In experiments, each pair of shoes was labeled as a luxury brand ("Versace") or a casual brand ("C&A", Germany; "Migliore", South Korea) or left unlabeled. Prior to the experiments, an expert group in each country evaluated the brand personality in terms of "cheerful" (agreeableness), "honest"(conscientiousness), and "provocative" (extroversion) and the results were considered as a baseline. In Experiment I and II, subjects were exposed to two pairs of shoes labeled in one of the three ways and assessed the personality of both pairs of shoes using the personality traits, cheerful, honest, and provocative. Identical versions of the experiment were conveyed in Germany (N=56), an individualist culture, and in South Korea (N=72), a collectivist culture, and we purposed to find cultural differences in evaluating product personalities influenced by brands. The empirical results do not show any significant influence of brand personality on product personality in either cultural group (p>.05). Nevertheless, the subjects estimated the retail price of the shoes to be significantly different depending on the brands in both cultural groups (p<.001).

• The Research Journal of the Costume Culture
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• v.27 no.6
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• pp.645-653
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• 2019

Laundry services are becoming more specialized and diversified. Therefore, this study investigated consumers' perceptions of professional laundry shops by analyzing social media data. For this purpose, text data from blogs, cafés, and Q&A sections ('Ji-Sik-In') on the portal site, naver.com, was collected. Sixty-four keywords were extracted from 2,213 social texts and transformed into a one-mode matrix using KrKwic, a program for the analysis of Korean text. Semantic network analysis was conducted to understand the network structure and the results were visualized using NodeXL. Keywords included fashion items and materials that require specialized professional laundry services, words related to the establishment of laundry shops, and laundry shop brands. Essential keywords of professional laundry shops included 'luxury,' 'footwear,' 'removal,' 'bag,' 'leather,' 'sneakers,' 'padding,' 'premium,' 'dyeing,' and 'franchise.' These results could be used to deduce that consumers perceive a professional laundry shop as a franchise shop offering specialized professional laundry services. A cluster analysis was conducted to identify the types of consumer perceptions of professional laundry shops. The network was divided into three groups: 'specialized professional laundry service,' 'laundry and repair of winter coats and jackets,' and 'the establishment of a professional laundry shop.' According to the results, consumers perceive professional laundry shops as franchises that offer specialized professional laundry services rather than general laundry services. Therefore, professional laundry shops need a strategy to develop special laundry services that differentiate them from other companies and communicate with consumers about these services.