• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.1
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• pp.200-216
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• 2021

This article considers short-form fashion videos as distinguished from fashion films, defines the concept, details the expressive characteristics of short-form fashion video, and reveals the method of producing it. For the methodology, a literature review was conducted to derive the concept and expression techniques. A case study was also performed to define the expressive characteristics. Five short-form fashion videos were also produced based on the results. The final results are as follows. First, short-form fashion video was defined as a fashion medium on the purpose of fashion communication within 60 seconds and classified by three digital image formats. Second, the result of analyzing the expression of the short-form fashion video shows the simplicity and reconstitution, characterization and remediation, borderless and expansion, and synesthesia trigger of the fashion image. Third, five short-form fashion videos were produced based on the theme of the digital garden. It shows that the short-form fashion video intensively expresses the content as a medium whose sensational expression is more prominent than the composition of the story by the short running time that reflects the taste of digital mainstream.

• Fashion & Textile Research Journal
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• v.25 no.6
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• pp.690-703
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• 2023

With the emergence of digitalization and environmental changes, such as those caused by COVID-19 and high-speed networks, online video platforms have changed how people communicate and created new marketing opportunities. The unique characteristics of mobile short-form videos are causing more people to consume and produce diverse content in the digital environment. The study focuses on two story types (product essential and relative information) to examine the effectiveness of short-form videos for fashion marketing. This study verified the influence of the common traits of short-form video content (informativeness, expertise, familiarity, and playfulness) on fun, e-WOM, and purchase intention and the mediation effect of fun using video samples categorized by story type. In this study, 300 Gen Z men and women responded to a survey after watching a 30-second short-form video sample. All the traits of short-form video content were found to have a positive effect on fun. Moreover, all the traits excluding playfulness had a positive effect on e-WOM and purchase intention as well. Fun had a positive effect on both e-WOM and purchase intention as well as a partial mediating effect. These findings are expected to provide insight and reference for planning short-form video marketing from the perspective of the fashion industry.

• International Journal of Contents
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• v.17 no.4
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• pp.101-118
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• 2021

The prevalence of We-Media short videos has attracted emerging independent fashion designers (EIFD), a new force in the fashion industry directing their brand promotion to We-Media for amassing online followers. However, compared to famous content generators, EIFDs' creative, design-based visual appeal has not provided them with the significant edge. The former's success is admittedly supported by the platform backstage algorithm. Yet, the content is the cornerstone for building relationship between the sender and the reception. The authentic perception of the content is one of the basic appeals for which the audience chooses to follow the source. Therefore, with the EIFD short video as the research content, this study is established from the audience's perspective to understand the different dimensions of their authentic perceptions of EIFDs short video. The study was conducted mainly in the form of the Q method. The collection of 52 Q samples were realized through the Focus Group Interview and literature review on multidimensional authenticity. Thirty-six subjects participated in the sorting of the Q-sets. Finally, four dimensions of audience authenticity perceptions of EIFDs were derived: 'ingenuity', 'relevant', 'transparent', and 'experiential'. The corresponding short video content design strategies are suggested for effective communication of EIFDs and their personal brands.

• Journal of Intelligence and Information Systems
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• v.28 no.4
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• pp.329-346
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• 2022

Recently, as the market for short form videos (Instagram, TikTok, YouTube) on social media has gradually increased, research using them is actively being conducted in the artificial intelligence field. A representative research field is Video to Shop, which detects fashion products in videos and searches for product images. In such a video-based artificial intelligence model, product features are extracted using convolution operations. However, due to the limitation of computational resources, extracting features using all the frames in the video is practically impossible. For this reason, existing studies have improved the model's performance by sampling only a part of the entire frame or developing a sampling method using the subject's characteristics. In the existing Video to Shop study, when sampling frames, some frames are randomly sampled or sampled at even intervals. However, this sampling method degrades the performance of the fashion product search model while sampling noise frames where the product does not exist. Therefore, this paper proposes a sampling method MF (Missing Fashion items on frame) sampler that removes noise frames and improves the performance of the search model. MF sampler has improved the problem of resource limitations by developing a keyframe mechanism. In addition, the performance of the search model is improved through noise frame removal using the noise detection model. As a result of the experiment, it was confirmed that the proposed method improves the model's performance and helps the model training to be effective.

• Journal of the Korean Society of Costume
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• v.59 no.2
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• pp.154-168
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• 2009

This study aims on providing a design technique that expresses aesthetical elements by arranging the analysis of sensual beauty into detailed elements of design from music video outfits by genre of pop music, by observing music videos of female vocalists chosen from each genre of pop music focusing on their fashion. The results of this study are the following. 1. In the genre rock, the sensual beauty of female were expressed with a boyish and neutral style using texture such as leather or denim, and such style had the effect of emphasizing their feminine side even more. 2. In the genre dance music, exposure is extensive compared to other genre using sexy or lingerie look, and I found an ambivalent style of feminism with clothes in the form of drapery using textures such as chiffon and silk, and femme fatale style with textures adhering to the body such as leggings, leotard, and bodysuit. 3. In the genre of rap and hip-hop, clothes from casual and costume-play style were found using training jersey, t-shirt, and denim pants, and emphasized the sensual beauty of women by showing a silhouette with short length and fitting style using shiny textures. 4. In the genre of R&B, there were diverse outfits that suits the characteristics of characters appearing in the stories, or the situation of the story since there are many dramatic representation in the form of story Especially in case of female characters, the feminine side was emphasized staging a feminine style by wearing dresses with the texture of chiffon and silk. Exposure was restrained compared to other genre.