• Journal of Fashion Business
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• v.23 no.6
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• pp.37-48
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• 2019

This paper aims to stretch the technology acceptance model (TAM) approach by investigating a clothes rental network. One of the understudied geographies of the world economy is the large-scale international trade in clothes, which are consumed by Chinese consumers. An online (www.sojump.com) survey was conducted by including 303 Chinese respondents. Structural equation modeling (SEM) was used to test the proposed hypothesis. The results indicated that external influence has a significant impact on the perceived ease of rental. Furthermore, consumers' perceived ease of rental influences the attitude towards renting, and perceived ease of rental plays a complete mediating role between them. However, external influence has no significant impact on perceived usefulness, and consumers' perceived usefulness has no impact on rental intention. In addition, attitude towards renting works as an indispensable mediation between perception and behavior. This study highlights the role of perception, attitude, behavior on clothes rental, and provides guidance and suggestions for clothes rental platform.

• Journal of Fashion Business
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• v.23 no.4
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• pp.86-99
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• 2019

This research is a study on up cycling design to protect nature in order to postpone global warming to the maximum extent possible as it has been a serious global issue to the fashion industry and even to individual consumers. This research focuses on the ways to use wedding dress, one of the clothes made of synthetic fiber, which is a major cause of global warming. Among clothing from the 19th century, two styles of clothes, Bustle style and Art Nouveau style were analyzed ranging from their underwear styles to outwear styles through collections in books and museums. Two styles of dress using drawers, chemise, and corset as basic underwears were manufactured. All the fabric and subsidiary materials except for parts of underwears were made with discarded wedding dresses. It was developed for rental clothing which women could try on Western costume, from underwears to outwears. First, for bustle dress, woman put on basic underwears, then bustle, and bustle-type petticoat. Dress is a two-piece type, and it was made to put on detachable train on the back of skirt. Second, based on the Art Nouveau style clothes, our-glass style dress consists of petticoat, one-piece over drawers, chemise, and corset. After putting on drawers, both chemise, and corset were the same as Bustle Style. This research is a practical way of realizing sustainable design. The aim of the current work is to provide educational effect on the development of rental clothes which upcycle wedding dress and let women experience other cultures.

• Journal of Fashion Business
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• v.22 no.5
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• pp.113-124
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• 2018

This study is to find ways to use fast-fashion wedding dresses continuously which usually have worn three or four times and just wasted, which is an current interesting issue over the society. Among clothing from the 19th Century, three styles of Empire, and Crinoline were analyzed from their underwear styles to outwear styles through library and museums and are made for rental service. Based on 8-year-old girls' physical dimensions, openings and closing methods of each size were applied to develop and make rental dress designs. It will be a good opportunity to study history and develop creativity if children can try different styles of dresses from different cultures and times and also experience difference wearing ways as they also have such desire. Underwears were designed to be worn by adjusting cloth rings, rubber bands, or hook and eye to fit different dimensions. The final products are as follows. First, empire dress doesn't need underwear to wear. Depending on the purpose of the rental dress, the back side of upper clothes have lace up by using cloth rings like empire style. Skirt was cut to use hem lace suitably from wasted dress. Second, Crinoline dress is usually configured of Crinoline, Petticoat, Two Piece on Drawers, Chemise, and Corset. It was designed by flat front, bigger sides and backs by Crinoline and Petticoat.

• Journal of Fashion Business
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• v.22 no.3
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• pp.109-121
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• 2018

Recently, it is one of the popular fashion and cultural events that people of the younger generation put on a hanbok and take a picture together with communicating by SNS. For this reason, the rent-hanbok market takes a big part of the Korean traditional costume market. Therefor, the recognition of hanbok is changed from the style of uncomfortable and ceremonial clothes, to becoming popular as everyday dress in the younger generation. The various designs of the rental hanbok show two different opinions. One is the increasing popular and general public interest and demand for wearing and showing off traditional hanbok fashions in a positive outlook. Another is the case of the wrong stereotype and knowledge for traditional costume which results in a negative outlook for this type of fashion statement. This study is to look into renting hanbok jeogori for women in Seoul and in Junju. There are 39 styles available in joegori. That being noted, the traditional jeogori has seop and git with dongjung. But it is seen that rental jeogoris do not have the seop, or have the dongjung position as similar to the Po as seen on the men's coat. The showy and colorful materials feel bad and are poorly ventilated. And excessive price competition causes a decreased quality of renting hanbok. Now the rental hanbok business needs to change; to have to make renting hanbok with the correct historical understanding, and it is necessary to have to stop the indiscriminate acceptance of foreign culture.

• Journal of the Korea Convergence Society
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• v.8 no.7
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• pp.199-205
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• 2017

Despite the economic downturn, the amount of clothing being discarded is increasing due to the fast fashion. The purpose of this study is to propose a fashion sharing service development to settle the rational consumption culture along with the abandoned clothes problem. Shared fashion rental service has attracted as a solution to environmental problems not only when clothes are incinerated but also in manufacturing process, but there is a lack of precedent research. Therefore, this study is meaningful in that it has developed two development plans based on the results of analysis of service case based on three factors by Rachel Botsman. First, active community development. Second, it is the creation of goods through activation of the shared economy. In this study, there are limitations that can't be proved through actual application, so more research is needed through empirical studies on actual users in the future.

• Science of Emotion and Sensibility
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• v.25 no.4
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• pp.33-44
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• 2022

Rental services have recently come to be provided in which people can experience traditional Korean culture in the form of Hanok villages, allowing everyone can easily rent and wear hanbok, a traditional Korean garment, regardless of gender and age. Users of hanbok rental services share photos of themselves wearing hanbok on social media, contributing to the increasing popularity of hanbok experiences. However, the trend of wearing hanbok has no become established in people's daily lives, apart from the specific places that offer hanbok experiences. To promote hanbok as everyday clothes, hanbok design should be developed to provide wearers with both convenience and emotional satisfaction. Using 28 emotion words that express consumers' emotions toward hanbok that were extracted from previous studies, this study measured consumers' emotions toward different types of hanbok with on a seven-point Likert scale. Emotion words and categories that obtained scores of five points or above, signifying a rating of "felt fairly" or higher in relation to specific hanbok types were extracted. This study also examined differences in the average scores for emotional categories according to hanbok types and gender. The results indicated that only average scores for the "favorable feeling" category showed a significant difference between men and women. Finally, differences in the average scores for emotional categories were examined by classifying hanbok types: traditional (e.g., baenaet-jeogori, saekdong-jeogori, traditional hanbok for adults, and traditional wedding clothes) and modern (e.g., daily hanbok for children, for women, and for men). The results indicated significant differences between traditional and modern hanbok in six emotional categories (i.e., the cheerful, esthetic, harmonious, fresh, favorable, and stable feeling). This study derived analytic results for terms related to emotions that hanbok wearers feel according to types of hanbok. The findings can be used by hanbok retailers and rental services to provide consumers with greater emotional satisfaction.

• Journal of the Korea Fashion and Costume Design Association
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• v.19 no.4
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• pp.139-155
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• 2017

This paper identified the values and awareness of Koreans in 20s regarding Hanbok, the traditional clothing of Korea, and proposed an approach to promote the traditional clothing culture. The subject of the survey were male and female Koreans in their 20s who wear modern street clothes in places people frequently visit including in the metropolitan area and Chungcheong-do as well as those who wear Hanbok in Seoul and Jeonju, Jeollabuk-do. In accordance with the analysis of the survey, Koreans in their 20s rented Hanok rather than buying it. The respondents wore Hanbok for events, festivals or national holidays or while travelling. Elements to improve in Hanbok rental services were designs, materials, washing and stains. The decision factors for renting Hanbok were 'personal tendency' and 'advice from an expert.' While Koreans in their 20s had a positive awareness of Hanbok, they thought it was difficult to buy, rent and put on Hanbok and that it was not comfortable to wear. There was not sufficient opportunity and means to wear Hanbok due to insufficient accessories or shoes to match. On the basis of the analysis of the survey results, the following approach was proposed for the development of the traditional clothing culture. First of all, develop traditional clothing designers who can satisfy the personalities of Koreans in their 20s. It is necessary to develop experience-focused and participatory programs that provide systematic education regarding traditional clothing to pass down this tradition. In addition, it is necessary to create a social and cultural atmosphere that enables the Koreans in their 20s to easily wear Hanbok by popularizing Hanbok.

• Fashion & Textile Research Journal
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• v.24 no.1
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• pp.95-107
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• 2022

In reality, the distinction between the Korean traditional culture and the cultures of other countries is at a delicate boundary. Additionally in the wake of the recent socio-cultural confrontation between Korea and China, it has become necessary to establish the foundation and area of Korean traditional culture and to actively utilize the importance of improving awareness of Korean traditional culture. To reorganize the reckless use of the gold foil pattern shown in the rental hanbok, data on the museum's collection of gold leaf patterns were collected and analyzed. Based on the gold foil, Gilsang characters such as Phoenix pattern, Crane pattern, Bat pattern, Flower pattern, Fruit pattern and recovery advice were extracted through references. The traditional gold foil pattern was reconstructed and relocated to design the gold leaf patch. Based on the collection and analysis of the museum's relics, the Wonsam & Daedae, Dangeui, Sranchima, Sagyusam, Jeonbok, Bokgun, and Daenggi were produced. Therefore, we present the possibility of producing gold foil and modern methods for producing gold foil using laser cutting techniques that can express refinement and complexity well, and gold foil thermal transfer paper with retouchable effects. Additionally, we would like to reflect upon the practicality and the convenience to modern people by considering the complexity and hassle of the traditional gold foil production process, and the disadvantages of processes that require relatively longer time. It intends to help revitalize the market of Korean traditional clothing and fashion products.