• 한국의상디자인학회지
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• 제22권2호
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• pp.29-43
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• 2020

This study investigated the luxury supply chain management called 'See now, Buy now'. This has been a new way of controlling the supply and demand for luxury brands in the fashion industry since 2016. In this study, we explored the backgrounds and impacts of 'See now, Buy now' in the digital era. 'See now, Buy now' was launched by the fashion brand, Burberry in February 2016. It was the first luxury brand to showcase its entire collection using 'See now, Buy now' among the brands which showcase in Paris, Milan, New York, and London fashion weeks. That has not only caused many controversies in the fashion world but also generated followers. In this study, we analyzed 'See now, Buy now' in three aspects, economics, efficiency, and management strategy, and this was done through a literature survey on articles pertaining to 'See now, Buy now' and empirical surveys on Burberry's collections. Based on 'See now, Buy now', Burberry tried a new process of supply and sale. In the era of SNS, the spread of information is getting faster. The speed of SNS and changes in the fashion market combining IT and mobile technology are major changes faced by the fashion industry. 'See now, Buy now', a model of the new supply and demand in luxury fashion brands, should be noted as a new directional aspect for the future of the fashion industry. Since it was a relatively recent trend that started from the September show of Burberry in 2016, there was still a lack of academic discussion or prior research on this phenomenon. Therefore this study aimed to predict future directions by recognizing the importance of 'See now, Buy now' in the fashion industry. Also, based on this research, the significance of this study was to present a management strategy that applies 'See now, Buy now' to the future of the fashion industry in the digital era.

• 한국의류산업학회지
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• 제24권5호
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• pp.519-529
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• 2022

This research analyzed the characteristics of Hanfu street snaps in the Chinese version of TikTok to determine the development and meaning of Hanfu. Based on grounded theory, this study selected 102 representative cases by sorting Hanfu street snaps on TikTok according to popularity. Subsequently, through open coding, the cases were organized and summarized into five main categories. The findings are as follows: 1) The national cultural pride has enabled a greater number of Hanfu fans and groups to upload short videos promoting the Hanfu movement on TikTok to expand the influence of the activities and popularize cultural knowledge. 2) The users attempted cross-cultural communication by participating in cultural festivals in Western countries wearing Hanfu. 3) The 'See now buy now' function of TikTok enables numerous Hanfu merchants to upload short videos about Hanfu products to promote their products and boost sales. 4) As 'gamification' affects everyday life, computer game enthusiasts among them wear Hanfu in the form of role-playing. 5)As a unique "meme" phenomenon on TikTok, wearing Hanfu to make interesting videos has also become a form of entertainment. Thus, although the characteristics of Hanfu street snaps on TikTok originated from the transmission of Hanfu culture, the culture has now been transformed through social media into symbolic consumption and play culture.

• 패션비즈니스
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• 제25권3호
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• pp.36-50
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• 2021

In the COVID-19 era, globally, companies in the fashion industry are pursuing new convergence methods through digital technology. Conventional fashion shows have become difficult to run exclusively, instead, the shows are run through a combination of offline and digital arrangements. This paper examines the trends of seven digital fashion show weeks in London, Paris, Milan, New York, Seoul, Shanghai, and Tokyo, and presents strategies applicable in Korea's Seoul Digital Fashion Week. We focused on the digital technology used in the digital fashion weeks fashion brands, and the characteristics of the host cities. The study conducted a literature review and case study through corporate and research report data, and the Fashion Week website. Based on the study results, changes in fashion industry calendars like 'See now, Buy now', seasonless, and unified collections for men and women, expansion of D2C system, the rise of short-form contents, and the expansion to the virtual world space and physical limitations can be cited as changed trends. The study provides insight into the incorporation of the Korean Wave and K-Pop singers, industrial structure change, and the establishment of B2B system in the Seoul digital fashion week. The shift to the digital runway is not only an alternative method to cope with the COVID-19 era but also a new "new normal". Fashion shows are no longer fixed and planned in free spaces. As a venue displaying the creator's personality, digital fashion week is expected advance in the future.

• 과학기술학연구
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• 제19권1호
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• pp.91-135
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• 2019

21세기 빅데이터와 알고리즘, 인공지능의 발달로 점점 더 많은 영역에서 우리의 선택과 판단이 외주화(outsourcing)되고 있다. 그렇다면 통계적 모델과 컴퓨터 분석, 그리고 인공지능과 같은 새로운 기술들이 우리의 평가와 선택 활동들을 대체할수록, 우리의 삶에는, 그리고 우리의 정체성에는 어떠한 변화가 일어나는가? 본 논문은 자본주의 발전 과정에서 인간 자아에 대한 경제적, 도덕적 판단을 수행했던 활동, 즉 신용평가(credit rating)의 등장, 통계화와 자동화, 그리고 알고리즘화까지의 변화를 분석했던 연구들을 살펴보며, 이 과정을 추동했던 경제적, 기술적 요인들을 규명하려 할 것이다. 이를 통해 21세기 인간의 정치적, 사회적 가능성의 조건들, 그리고 자본주의 진화 과정에서 나타난 "평가된 자아"라는 새로운 주체들의 특징과 양상을 살펴볼 것이다. 마지막으로 자본주의적, 기술적 힘의 공간에서 형성된 "평가된 자아"가 어떻게 새로운 해방적 가능성을 이끌어낼 수 있는지 간략히 논의하며, 점차 인간의 판단을 대체하고 외주화하고 있는 인공지능 기술의 사회적 정치적 함의에 대해 논의해 볼 것이다.