• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.10
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• pp.1015-1027
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• 2012

This study compares and analyzes cosmetics purchasing behavior according to the advertising and publicity implemented in women's monthly magazines as well as determines effective marketing strategies for the cosmetics industry. First, cosmetics advertising and publicity in women's monthly magazines can be classified into conventional advertising, advertorials, beauty news based on press releases, and beauty articles written by editors. In addition, consumer purchasing behavior has been examined in terms of use of information, purchasing intention, and purchasing experience. A study was conducted on women in their 20's to 40's in Seoul and Gyeonggi-do with 289 questionnaires used in the final analysis. Data were analyzed by common factor analysis, randomized block design, Bonferroni adjusted t-test, and multiple linear regression using SPSS 12.0/Windows. The results of the study can be summarized as follows. First, there was a difference in purchasing behavior according to types of cosmetics advertising and publicity in women's monthly magazines. Second, cosmetics shopping orientations were classified into six factors (the pursuit of impulsive purchasing and trends, well-known brands, convenience, low prices, efficacy and brand loyalty). There were significant effects of shopping orientation on cosmetics purchasing behavior according to the type of advertisement and publicity in women's monthly magazines.

• Journal of the Korean Society of Fashion and Beauty
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• v.4 no.3 s.9
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• pp.50-57
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• 2006

The purpose of this study is to scrutinize Internet sites which recently promote and sell Hanbok products online and to compare and analyze the formation and management conditions of those by types. One hundred thirty well-known Internet sites related to Hanbok products were studied on the formation and management conditions. The elements of Hanbok products, sales, promotion, and customer service were also discussed as details. In this study, those Internet sites were divided into six categories; private Hanbok designer sites, famous Hanbok brand sites, Hanbok specialized shopping mall sites, Hanbok rental sites, general and specialized Hanbok sites, and Hanbok information sites. The results of this study are as follows. First, the sites of private Hanbok designers and famous Hanbok brands are un for the purpose of promoting rather than selling its products. Second, the object of operating Hanbok specialized shopping mall sites is to sell its products via the Internet with practical Hanbok and kids Hanbok as the central items. These sites are fairly well organized. They show various items and provide information on descriptions, prices, and sizes of its products and offer customer service for sales. Third, custom-made Hanbok is also available alongside of Hanbok rentals on Hanbok rental sites. There are two kinds of rentals, door-to-door rental and online rental and customers normally rent traditional Hanbok for their needs. Fourth, products are sold in the order of kids Hanbok, practical Hanbok, Hanbok accessories, and traditional Hanbok on the general and specialized Hanbok sites. Finally, Hanbok information sites furnish various information on Hanbok and provide link services through making partnerships with other Hanbok cooperations.

• Journal of the Korea Fashion and Costume Design Association
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• v.12 no.3
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• pp.121-132
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• 2010

The purpose of this research was to analyze the Korean Formative-Artistic Characteristics which were expressed by Hanbok designers. In this research, Hanbok style is a combination of two main things: formative-artistic factors of the Korean past, which naturally focuses on the peculiarity of the tradition and the modern aspects of clothing. Hanbok fashion is defined as all products created by Hanbok designers that incorporate traditional design factors, but do not follow it exactly. There are four formative-artistic characteristics of Korean designs in the Hanbok fashion. The first is the practical usage of the form and the second is the application of texture, color and patterns of materials which are synonymous with traditional Korean costumes; the third, by utilizing specific features, such as a the string of Jeogori(jacket), the round line of Jeogori sleeve, quilting, slit of Dofo (coat), the line of goreum and git (collar), the beauty of the Hanbok can be expressed in various ways; finally, the decorations added to the clothing, like embroidery, dying, patchwork, and beaten silver have been used to express Korean beauty in a modern sense. At the conclusion of the research, the study suggests the following recommendations to upgrade the Hanbok designs and the Hanbok industry. The first recommendation is that continuous design research be done for the development and popularity of the brand image; secondly, collaboration with specialists from other areas of fashion would be beneficial; thirdly, it would be a positive development if Hanbok designers studied Western clothing; and fourthly, Hanbok materials should continue to evolve and be developed.

• Korean Journal of Human Ecology
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• v.16 no.5
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• pp.1061-1068
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• 2007

The study has sought to explore how fashion emerges as a comprehensive tool of dress for increasing its brand appeal and express one's artistic sense and fashion by using everything from make-up to hair to trappings. Therefore, when it comes to fashion trends reflected in collections, the study is designed to improve understanding of make-up as one of the elements of total fashion and to help create diverse ideas in expressing creative and free make-up that can help perfect fashion concept in harmony with all the other elements. The study has pondered upon collection, trends and fashion make-up through literature study, and has gathered image data via the Internet. It also has conducted analysis of Ethnic style reconstructed combining past and the future, East and the West, and futurism style using asymmetrical forms without no defined patterns and hi-tech textures, which emerges as a result of post-modernism. The results of the study are as follows. Ethnic fashion that pursues strange and exotic beauty is characterized by its simple and idyllic images of traditional costume in Asia or primitive clothes in Africa. Make-up represent images of matt and pale skin, tanned yellow, glossy and thickly powered squeaky white skin. Point make-up highlighted eye lines, red chick, small and voluptuous red lips. Hair and accessory seeks diversity combining various ethnic styles together such as oriental, Indian, Islam and Africa. In addition, future-oriented fashion of the 21st century, twists in texture, various kinds of materials and changes in technique help give impressions of freedom and bizarreness.

• Fashion & Textile Research Journal
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• v.15 no.5
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• pp.704-712
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• 2013

Contemporary young men are consumption-oriented, pursue ideal male images displayed in commercials, and are highly interested in fashion, beauty, and appearance. This metrosexual tendency(which values appearance) is largely influenced by mass media. This study examines how men's media information utilization influences appearance awareness and metrosexual tendency as well as how these two variables influence cosmetics consumption and fashion product consumption behavior. The results are as follows. First, metrosexual tendency consists of four dimensions: fashion involvement, pursuit of individuality beyond sexuality, cognition of fashion taste, and preference of a high quality product. The sum of variance is 65.594%. Second, media information utilization influenced metrosexual tendency and metrosexual tendency influence cosmetic consumption, brand-sensitive consumption and commercial-sensitive consumption; however, it did not affect price-sensitive consumption. Third, media information utilization affected appearance awareness; however, appearance awareness did not affect metrosexual tendency. In conclusion, appearance management behavior for men in their 20s is clearly affected by media. This phenomenon is caused by the metrosexual desire to express identity through fashion. Men in their 20's do not take care of their looks because of the social perception of appearance (as related to showing off their competence or pursuit of social success); rather, they have a desire to express their individuality and personally enjoy grooming and maintaining their appearance. Therefore, we can expect increased beauty and fashion expenditures.

• The Research Journal of the Costume Culture
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• v.31 no.3
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• pp.330-345
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• 2023

This study aimed to categorize consumers using super app functional characteristics to identify demographic differences, and analyze shopping orientations by consumer type. This data can be used by fashion and beauty companies for product planning and marketing strategies. To categorize super app consumers, data were analyzed with SPSS v.26.0 software using frequency, factor, reliability K-mean cluster, and distributed analyses, one-way-ANOVAs, and Scheffe verification. Cross-analysis was conducted to correlate super app consumer types with demographic characteristics. One-way-ANOVAs and Scheffe verification were used to analyze the differences in shopping preferences between super app consumer groups. As a result of our analyses, super app consumers were classified into four types: the ration type, the low-use type, the multifunction type, and the habit type. There were statistically significant differences between these types in age, occupation, marital status, average monthly household income, and shopping impact factors. Five super app user shopping orientations were identified: brand pursuit, pleasure pursuit, trend pursuit, risk perception, and economic orientation. The differences in the preferred orientation between super app consumer types were found to be statistically significant. The majority of respondents were multifunction type consumers. This group used the super app most frequently and effectively. They also demonstrated the highest scores for all five of the shopping orientations. The classification of consumer types in this study will allow the fashion and beauty industries to utilize super apps for more targeted product design and marketing.

• Journal of Communication Design
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• v.55
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• pp.240-249
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• 2016

This study focused on cases about user experience using digital media as a marketing. The recent convergence of various types of media is resulting in new types of content. In a situation where approaching consumers through digital and virtual means is no longer an alternative or an option but a necessity, customers must be influenced and stimulated using various types of digital media. Because modern consumers prefer to participate actively rather than to be passively exposed to information, there is a need to maximize and optimize the consumer's experience using digital media. In this research, consumer experiences that utilized digital media were examined, and these case studies were analyzed from an experiential marketing perspective. How the 5 different types of Experiential Marketing proposed by Bernd Schmitt and Digital medias were combined in the digital marketing campaigns was examined. The case studies analyzed in this research were chosen out of widely popular digital marketing campaigns ran by beauty brands that used various experimental marketing types, such as 'Make-up Genius' of L'Or?al, 'Google Glass Tutorials' of Yves Saint Laurent and 'Digital Runway Bar' of The Burberry Beauty Box. This study classified that case samples into paid media, earned media and owned media based on sense, feel, think, act and relate that are the strategic experiential modules of Bernd Schmitt. This study could be confirmed various customer experience as a sense, feel, think, act and relate through that cases using digital media technology and marketing element of digital media. Through the process of examining which digital media types each marketing campaign utilized and how these types of digital marketing were combined, this research is significant in that it helps for the understanding of the current state of digital marketing and in that it can serve as the foundation for future research of efficient digital marketing.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.1
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• pp.31-42
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• 2012

This study focuses on the establishment of the medical practitioners' brand image through uniforms design developments and the need for recognition, which follows the globalization and evolution of the medical industry. It also embodies public healthcare management services, as well as works to develop a unified design for nurse uniforms at the Gyeonggi provincial medical center in order to place it as a foothold hospital in the region. The results of the study are as follows: First, the symbols of nurse uniforms were divided into external and internal definitions. However, when comparing the uniforms of university hospitals and Gyeonggi provincial medical center, the nurses of the Gyeonggi provincial medical center preferred a uniform that had a strong symbolic meaning. Second, the functionality of nurse uniforms included management of uniforms, sewing, and measurements as important elements. Also, it was found that medical center nurses prefer materials with high functionality. Third, the aesthetics of nurse uniforms and decoration, which includes the external shape and popular influences, were displayed. Also, medical center nurses have a higher preference in external aesthetics than university hospital employees. The results of this study were used as the basis for the development of the design for the Gyeonggi provincial medical center nurse uniforms, which are as follows. First, in terms of symbolism, active application of the Gyeonggi provincial medical center's brand image and medical practitioners such as the Gyeonggi provincial medical center's logo were applied to establish a unified image. Second, in terms of functionality, consideration of the special working conditions and activities were taken into place through the use of functional materials and details to create superior application and efficient work performance. Third, in terms of beauty, bright and neat colors as well as pleasantries were emphasized to create a professional image that will reel in confidence from the patients.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.1
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• pp.37-50
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• 2011

This study analyzed the content of special selling events in internet shopping malls to establish academic standards for special selling events as tools for sales promotions and to suggest systematic guidelines for marketers designing special selling events. Based on a content analysis, the titles of special selling events from four internet shopping malls selling women's apparel were analyzed. A total of 692 titles were analyzed. The results are as follow. First, the contents categories of special selling events could be classified into two groups such as 'theme' and 'tool'. Season, product characteristics, style, advice/information, brand, annual/social events, and marketing events were the main content categories that came under the 'theme' group; in addition, the price benefit, free offers, product mix, and marketing technique were the main content categories that came under the 'tool' group. Each main content category was subdivided into several segment content categories. Second, most of the titles were composed of more than two segment content categories that involved various information and benefits; however, the portion of titles composed of only theme related content categories or only tool related content categories was substantial. Furthermore, the theme related content categories were more than the tool related content categories. Third, the usage frequencies of the contents categories were analyzed. The upcoming season, single brand, sale/discount, item/material/color, special price/lowest price, and period/time/quantity limits were the segment content categories that held a high rank. Forth, most of the factors that evoked the unplanned purchases of consumers were related to the content categories of special sale events.

• Archives of design research
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• v.18 no.1 s.59
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• pp.253-262
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• 2005

In suddenly changing multimedia periods, department store not only plays the role of local culture centre but also meets keen competition in working out marketing strategies, especially in the field of differentiating Promotion Surroundings Image, in order to cope with the varied consumers' pattern according to customers' pursuing new lifestyle. In particular, cosmetic stores located in the first floor of the department store have high sales rate in spite of its comparative small area, because cosmetic stores have been much essential to women's daily life who are very strong for desiring the Beauty and also in them men's buying trends have been upwards speedily. The color and P.P.(Point of Sale Presentation) of the cosmetic store design are preferred after the quality and the price of the goods, staff's services by this survey of female clients' attitude to buy cosmetics at department store in Seoul. So that cosmetic companies seem to be needed to offer the differentiated color code in each brand and display the goods' P.P.(Point of Sale Presentation) intensively to promote the sales effectively. This thesis aims at suggesting the way how cosmetic firms get and enhance their goods' competitiveness when they develop their visual merchandising strategy by considering each brand's attribute and customers' life style by age, preference factors for buying the goods through showing high qualified sonics in their differentiated displayed stores.