• Journal of the Korean Society of Costume
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• v.35
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• pp.325-341
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• 1997

One of the noticeable trends of female wear in 1990s is the Outwearization of Underwear as it is called 'Lingerie look' This trend meaned 'Exposure Fashion' raised splendidly its head to the whole stage of fashion destrying the tradional concept having divided the fashion between outwear and underwear by Madonna an Americal populer singer showed up in front of the audience wearing the corset-dress as a stage custome. This corset-dress which can not be recognised whether it is underwear or outwear has been diffused into the mass as a fashionable trend re-gardless of any reason; therefore discrimi-nation of wear by space by far that is underwear should have the sstandard telling between private and public sector has been gradually tumbled. By the way what has propelled desigers to introduce the style continuously having the underwear motive such as outwear almost as same as underwear or underwear worn on out-wear etc. and has made it a fashion trends? How do we accept this "Ligerie look'fashion" The rearch on vogue of outwearization of underwear started by the questions above can be summarized as the followings The division between the sprit and the ma-terial-economic shrinkage by the collapse of the bubble economy in the late of 20 century and expectation for the next century doubt by changes of international politics dynamics for the next century and increasement of psycho-logical tention by the environmental destruc-tion etc, has been extended to break the sense of value down These frustration of the tra-ditional values and dissatisfaction on the pres-ent have reflected on the fashion pursuing some more sensational style to increase the ex-posure of the body. The revolution of wearing bouncing the con-servatismhas outwardly expressed underwear of the private sector. Therefore the spatial concept of wear which for the public sec-tor has been fallen into pieces and has broken the wall of the concept fixed by outwear on underwear. in addition the stage costome for the popular people like Madonna has not been limited by the specularity any more and has been assimilated with the normal wear on the street to take the distinction for away. The circumstances of the late of 20 century pursuing sensation and making sex commer-cialized have accordance with the outweari-zation of underwear. there it is on the basis of Minimalist's dogmatism has been expressed the maximization of expoure in the pubric space to popularize bra pants(knickers) as outwear. The reaction on the attribute of hiding and shanding has brought 'See-Through fashion' with the transparent materials, The contemporary doubt recalling the mem-ory of the past has sublimated corset which was an instument of toture for women into Romanticism to introduce it to fashion with the development of a new material not to be a tool of any oppression and maltretment any longer. The popularization of outwear like underwear what's more has brought high quality of underwear. There it has called for the variety of materials such as knit demin and velvet etc, and has urged the famous designers to enlarge their working boundaries to underwear designs, Besides outwearization of underwear has been popular even in the Orient which has the con-servative opinions on exposure ; so changes of the thoughts can be seen among the establish-ment generation on exposure of the body. As the more high tech information publi-cized and the more technology and media digitalized the more expression being analog the pursue for the new in fashion with vision never been seen and even though it is imprac-tical the experimental designers have drived the freedom beyond the traditional roles of the previous century. Consequently outwearization of underwear may be viewd as a trial as an expression responded the contemporary background. This trend in my opinion will have been lasted for a while by being proliperlated among lasted for a while by being proliperlated among the pub-lic who has the century-end anxiety and doubt and expectation for the next century.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.1
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• pp.29-40
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• 1998

This study is to develope positioning strategy of fashion underwear market through the perceptual map which can analyze the psychological positioning of the existing fashion underwear brand. A positive study has been made on 176 women in their teens and twenties who live in the Seoul area through questionaire. The collected data was analyzed with Multidimensional Scaling Method, Conjoint Analysis and Cluster Analysis and so on. The results of analyzing the competitive relationships for attributes and the ideal points are as follows: The consumers groups are divided into three market segments on the basis of the ideal points about fashion underwear attributes. $\ulcorner$calvin Klein$\lrcorner$ evaluated excellent in design and color, brand and function attributes, and also appealed well to the segment market 2. $\ulcorner$calvin Klein$\lrcorner$ has good positioning at the fashion underwear market, and as well as the possibility of growth. $\ulcorner$Body Guard$\lrcorner$ appealed well in segment market 1 which highly valued the material and price attributes and $\ulcorner$Body Guard$\lrcorner$ competes with $\ulcorner$Benetton Undercolor$\lrcorner$ in this market. $\ulcorner$Hunt Innerwear$\lrcorner$ has possibilitiy to be appealed in segment market 3. Finally, it is necessary for each fashion underwear company to analyze and develope the segment market 3. Each company has to develope the brand that can appeal in the segment market 3 in which function was highly valued, and has better to make strategies that develope more functional products like sports underwear, bodysuit and bodywear and so on.

• The Research Journal of the Costume Culture
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• v.20 no.2
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• pp.154-168
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• 2012

This study examined size combination suitability of the underwear sets in home shopping and discussed the degree of consumer satisfaction as well as purchase criteria and evaluation after purchase of women's underwear. The survey was conducted from 1st to 15th September 2010 on a total of 300 women aged between 20 to 50, living in Seoul and Gyeonggi-do region who had bought women's underwear through home shopping. The completed data, 245 out of 300, was used for the final analysis. The analysis conducted in the study with SPSS statistics package includes frequency analysis, reliability analysis, factor analysis, chi-square analysis, $t$-test, ANOVA and Duncan's Multiple Range test. Evaluation items on purchase criteria and evaluation after purchase were processed with factor analysis. The results of the present study showed that product differentiation strategies are required based on age in order to improve consumer satisfaction and repurchase intention in home shopping underwear. Moreover, most of underwear products sold in sets in home shopping are provided based on the brassiere size. As a result, women who do not fit into the home shopping underwear size combination may be less satisfied. When consumers choose their own brassier and briefs size or combinations of various brassier and briefs sizes, it would increase consumer satisfaction.

• Journal of Fashion Business
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• v.15 no.1
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• pp.115-128
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• 2011

The purposes of this study were to identify the effects of women's attitudes, selection, and wearing experience on purchasing intention of underwears made of smart fibers. Most women wore brassieres when going out and preferred moulded cup brassieres, but neglected wearing corsets. Age and marital status of women affected on women's attitudes toward underwear. Younger women in 20's preferred underwears made of smart fibers such as high hygroscopic and older women in 40's preferred conservative underwear. Most women had experienced stretchy underwear and wearing experiences of smart fiber underwears were positively related to purchasing intention. Underwear wearing experiences affected positively on purchasing intention of smart fiber underwears but some functions such as design and comfort affected negatively.

• The Research Journal of the Costume Culture
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• v.12 no.4
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• pp.628-637
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• 2004

The objectives of this study were to investigate the preference of characters for children＇s underwear and to find out the sensibility factors of preferred characters. It was also examined what sensibility factors of the characters were important for children＇s underwear as well as how characters were recognized as a factor in purchase of children＇s underwear. The research sample consisted of 300 Korean mothers who have children ranging from first to six grade in elementary school. Data were analyzed by Frequency analysis, ANOVA, and t-test. The results are as follows: According to the sensibility analysis, character image was classified into 3 factors, Pleasure, Riches, and Childish; Among three sensibility factors, Pleasure was the most important factor to affect the preferred character; National characters were more preferred than licensed characters.

• Korean Journal of Human Ecology
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• v.19 no.6
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• pp.1071-1082
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• 2010

This study examined the effects of underwear brand identity color on brand equity. A self-administered questionnaire mainly consisted of BI color, brand image, and brand equity for underwear. Five underwear brands (Calvin Klein, Yes, Solb, Venus, and Body Guard) were selected based on the frequency they were purchased in pilot study. To collect data, respondents were asked to choose a brand which they were most familiar with, and to assess BI color, brand image, and brand equity including cognitive value, emotional value and purchase intention. A total of 228 usable questionnaires were obtained from consumers aged 19 to 46. BI colors were classified into four color groups: Achromatic (white, black, gray), Vivid (red, blue, yellow), Pink, and Beige. Additionally, underwear brand images consisted of four factors: Sophisticated, Classic, Casual, and Elegant images. Findings showed significant differences in the four factors of brand image and cognitive brand value between the BI color groups. Also, the factor of cognitive value was higher for achromatic or beige brand color groups, than for vivid or pink color groups. Also, brand image factors had positive effects on cognitive or emotional brand value. Especially, the factor of emotional value was more likely to increase purchase intentions than cognitive value in the BI color groups. The implications for managerial decision marking in fashion marketing strategy were also discussed.

• Journal of Korean Home Economics Education Association
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• v.11 no.1
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• pp.1-11
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• 1999

The purpose of this study were to analyze high school girls’sex role identity and underwear purchasing behaviors, and to provide the educational guidelines for high school girls as a underwear comsumer and the fundamental data necessary for the products planning of underwear manufacturing companies. The questionnaire was composed of questions about the types of sex role identity, pursuit factors and purchasing behaviors of underwear. The respondents were girls from 6 high schools in cities in Chonbuk Province. The questionnaires were collected from April 6th to May 12th in 1998. 510 questionnaires were used for data analysis. Frequency, percent, average, standard deviation, F-test, $$\chi$^2$-test, and Duncan’s multiple range test were followed. The results of this study were as follows：1. Among the sex role identity groups, the androgynous group was the largest, and the masculine group was the smallest among high school girls. 2. High school girls sought after practicality most when purchasing underwears, but sought after the brand least. The androgynous group recognized practicality, aesthetics, and sexual attraction most, but the undifferentiated group recognized them least. 3. The high school girls bought underwears objectively when they were worn out, made use of TV, newspaper, and radio advertisements as the information sources, and considered the size, comfort, and style. They recognized the prices of underwears as moderate. They depended on their mother most when purchasing underwears and reflected their dependents opinion on selecting underwears partially. They purchased at the underwear specialty store.

• Journal of Fashion Business
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• v.10 no.4
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• pp.45-54
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• 2006

This study analyzed the purchasing behavior for underwear, with the subjects of pregnant women, and the trend of its fit preference and thereby looks into the practices of their clothing life to provide the basic data for the formation of maternity clothing industry, focusing on the underwear development in response to pregnant women's body type features. The conclusion were as follows: 1. The analysis of underwear wearing practices for the women in the pregnancy of eight months or longer and those after the delivery within one month showed that about 80-90% of them wore panties or brassieres and about 70% of them did not wear girdles, thus with a lower level for girdles than for panties or brassieres. 2. The surveys of the satisfaction and fit for two designs each with the high wearing frequency did not show any relatively significant difference in assessment by the design. The analysis of the satisfaction by the part with the maternity underwear indicated that in the case of panties the respondents were dissatisfied with the length as to be long, and also dissatisfied with waist circumference, abdomen circumference, private parts, and groin as to be small, reflecting that the circumference coverage of the panties in the market was not effectively managed.

• The Research Journal of the Costume Culture
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• v.26 no.6
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• pp.852-871
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• 2018

The purpose of this study is to suggest a direction for the development of unlined underwear design. A style for unlined underwear can take strong points and compensate for weak points by using the characteristics of wire brassieres and bralettes. As a method for research, we based our study on literature and data such as previous studies, professional books, internet articles, and fashion magazines. As a result of analyzing the brassiere's status in lines like 'FOREVER 21' and 'VICTORIA'S SECRET', we determined that 'FOREVER 21' reflects the trend of unlined style underwear, and 'VICTORIA'S SECRET' has both unlined and wire brassieres to make breast correction. In the case of unlined style brassieres, a wire is put in order to gather the chest for compromising comfort and correction. In order to express the possibility of expressing various feelings even in unlined style, Design 1 lets everyone know that unlined underwear can be very comfortable as a daily, not used only occasionally for events. Design 2 demonstrates that besides the artificial feeling of using the strap for a special day or event, it can be expressed naturally by using the lace as it is. Design 3 expresses the luxurious and sexy, rather than the low-grade decadent sexy, by using the feeling of the single layer lace and the pearl decoration for wedding and honeymoon.

• Fashion & Textile Research Journal
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• v.17 no.4
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• pp.657-665
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• 2015

This study evaluated the thermoregulatory properties of functional thermal underwear ('heating underwear') in markets using a thermal manikin and human wear trials. One ordinary thermal underwear (ORD) and two functional thermal underwear (HEAT1 and HEAT2; manufactured goods, HEAT1: moisture absorbing heat release mechanism, HEAT2: heat storage, release mechanism) were chosen. Thermo-physiological and subjective responses were evaluated at an air temperature of $5.0{\pm}0.5^{\circ}C$ and air humidity of $30{\pm}5%RH$ with five male subjects ($21.6{\pm}1.3yr$ in age, $178.0{\pm}5.9cm$ in height, $68.2{\pm}5.9kg$ in body mass). Experimental conditions consisted of four ensembles that included winter clothes (Control: no underwear, ORD, HEAT1, HEAT2). Water-vapor resistance was greater in fabric of HEAT1 than others. The results were: 1) Total thermal insulation (IT) using a thermal manikin were not greater for HEAT1 (0.860clo) and HEAT 2 (0.873clo) than for ORD (0.886clo). 2) There were no significant differences in rectal temperature, mean skin temperature, heart rate and total body mass loss between the four conditions. Microclimate clothing temperature on the back was greater for ORD than for HEAT1 and HEAT2. Subjects felt more comfortable with HEAT1 than for others at rest. HEAT2 was higher in microclimate humidity when compared to other conditions. The results suggest that thermoregulatory properties of 'heating underwear' in market did not differ from those of ordinary thermal underwear in terms of total thermal insulation and thermoregulatory responses in a cold environment.