• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.672-682
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• 2015

SPA brands have quickly expanded in domestic fashion markets as native SPA brands enter markets that foreign SPA brands previously occupied. It is important that each SPA brand establish its own brand identity to differentiate itself from other brands when SPA brand competition in fashion markets increases. This study investigates how SPA brands express brand identities through colors due to their importance for visualization strategies and brand identity. This study conducted a simultaneous literature study and case study. First, this study reviewed the theoretical background of brand identity and its relationship with colors as well as SPA brands by studying relevant literature and cases of domestic academic theses and data on Internet web sites. After reviewing the theoretical background of SPA brands, this study selected 4 stores of SPA brands (8SECONDS, H&M, UNIQLO, and ZARA) as case study targets and analyzed the stores' external appearance, interior and product colors. Store analysis divided colors into identity colors and trend colors with each SPA company expressing its own brand identity through: the store's external appearance (logo color), painted interior colors (ceiling, floor, walls, mannequins, hangers, equipment, and store-carrier bag), or trend colors (reflected in the store's main display hall or products). The results consider that each SPA brand sets the mass market as their target, and chooses the commercialization of latest fashion by selecting the latest trends in the fashion trend cycle, so its products do not reflect characteristics symbolizing the company's uniqueness and brand.

• Journal of the Korea Fashion and Costume Design Association
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• v.6 no.3
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• pp.55-66
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• 2004

The objectives of this study were to examine how image evaluation and preference of women's clothing color vary according to perceiver's culture, gender, and clothing color; to investigate the differences of image evaluation according to body type and the clothing color; and to disclose what image affects to the clothing color preference of Korean and American. Subjects were 388 Korean and 363 American college men and women. The American evaluated the wearer more elegant, feminine, and neater than the Korean did. Clothing color gave significant influence on perception of all image variables. Koreans showed that red and blue color shirts were perceived to be individualistic. Koreans considered blue, indigo, purple, gray, and black were perceived to be less feminine. This means that they evaluated the colors of blue range and low chroma were masculine according to their traditional attitude. Women were more attracted by indigo and purple, while men tended to evaluate yellow as an appealing color. The evaluation of sociability varied depending on the perceiver's culture and clothing colors. The corpulent body type had negative evaluation rather than the ordinary one without the relation with the color of clothing for Koreans and Americans. The evaluation of sociability of Americans had an interaction effect by the body type and clothing color. Attractiveness gave the first significant influences on clothing color preference, and the next came individual(-) and splendid image for Korean men. The individual image gave Korean men to be negative effect. Attractiveness, elegance, and sociable image gave significant influences on clothing color preference in Korean women. For American men, elegance gave the first significant influences on clothing color preference, and the next came sociability and neatness, while elegance was the first and the next came sociability and attractiveness for American women.

• Journal of the Korean Society of Costume
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• v.26
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• pp.87-100
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• 1995

This Paper is intended to analyze color preferences for apparel, and color preferences according to personality types. The subjects are one hundred twenty five female university students majoring in clothing, textile & design. Color stimulus are divided according to season, value and chroma, and personality types are classified into four : introverted, achieving, age-gressive and conservative. Duncan test, factor analysis and descriptive statistics have been applied to data processing. The findings are as follows. In terms of hue preferences, winter colors are most preferred and autumn colors follow. In re-gard to value preferences, low value colors have been found to be preferred and in respect to chroma preferences, low chroma colors have been found to be preferred. Seasonal colors, value and chroma show significant differences at the level of P<.001. In terms of color preferences for apparel fabrics according to personality types, winter colors are most preferred regardless of person-ality types, and autum colors follow. The introverted and the conservative dislike summer colors least and the achieving and the aggress-ive, spring colors. In respect to value preferences, low value colors are preferred irrespective of personality types. The introverted and the achieving dislike high value colors least and the aggressive and the conservative, mid value colors. With regard to chroma preferences, all person-ality types have been found to prefer low chroma colors. They dislike mid chroma color, and high chroma colors are least preferred.

• Journal of the Korean Society of Clothing and Textiles
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• v.20 no.5
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• pp.718-727
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• 1996

"Saikdong" is a material that represents the Korean aesthetic behavioral pattern of colors. It shows the unique harmony of the color combination with the use of simple combined colors. The objective of this paper is two-folded. First, it is to explore the direction of Korean Design. Secondly, it is to find out aesthetic charateristics and consciousness in Saikdong. 17 traditional costumes made with the designs of Saikdong were selected from three museums in Seoul. The most properly matched color hues selected after comparing each color with the Pantone Textile Color Specifier. The results were shown as follows. 1. Korean design is to recreate the traditional objects considering the contemporary circumstances. 2. Contrast effects in lightness and saturation are very noticeable in Saikdong. Saikdong maintains the same widths of color stripes with the asymmetric balance of hues which give the rhythmical arrangement of colors. 3. Sikdong contains the shamanic wishes that everything is going well and the desire for the beauty. 4. The aesthetic consciousness of Saikdong has turned out to be happiness and harmonizing.rmonizing.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.2
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• pp.364-375
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• 2004

The purpose of this study is to analyze how the men＇s fashion with the representation of Feminization which has appeared on our specialized fashion magazine from 1990 though 2003. Firstly, the factor which exposed the representation of Feminization in men＇s fashion were the change of conventional sex role, the change of ideal beauty, the variety of information, the pursuit of personality and the polycentrism of thought. Secondly, the formative characteristics of Feminization in men＇s fashion represented fitted silhouettes which distinctively show the body line, elastic fabric and see-through fabric of androgynous image, accessory and wave hair which expressed in gentle image. In colors, it represented vivid tone, pastel tone, red colors and yellow colors. Fitted silhouttes and elastic fabric has a effect of minimalism of the last 1990＇s fashion, and wave hair of gentle image has a effect of change of ideal beauty since 2000. Therefore, elements of representation of Feminization in men＇s fashion were silhoutte, fabric, color, accessory, hairstyle and the representation of feminity in men＇s fashion has referance to fashion.

• Journal of Fashion Business
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• v.10 no.2
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• pp.18-26
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• 2006

In this study, the effects of chitosan pre-treatment on the mordanting effect and dyeability were investigated in the dyeing using Japanese pagoda tree. The chitosan treatment effects were evaluated mainly focused on the colors after dyeing of cotton and nylon fabrics which were treated with acidic aqueous solution of chitosan. In the case of chitosan untreated fabrics, the mordanting effects on the cotton and nylon were insignificant and the dyeability was very low. Regardless of the mordant types(Al, Sn, and Fe), the dyed fabrics exhibited almost identical yellowish colors. In the case of chitosan treated fabrics, dark colors were obtained compared to the case of chitosan untreated and ${\Delta}E$ values were increased significantly. In cotton fabrics, the most excellent result was obtained under the condition of unmordanted and chitosan treated fabrics. This verifies the fact that routin coloring matters establish direct linkages with the chitosan components, which exhibit cationic nature, easily. In nylon fabrics, the effects of mordanting treatment and chitosan treatment are so insignificant that the routin coloring matters are presumed to establish direct dyeing with the nylon molecular chains.

• Korean Journal of Human Ecology
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• v.18 no.1
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• pp.247-257
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• 2009

The purpose of this study was to examine the effects of interior color and product volume of clothing shop on consumer's store image and preference for a clothing shop. The research methodology was a survey questionnaire and the subjects were 516 university students in Daejeon, Korea. The measuring instruments were stimuli and self-administrated questionnaire. The stimuli were 7 pictures of clothing shop including interior color and product volume variables, and the self-administrated questionnaire consisted of semantic differential scales for store image, store preference, and subject's demographic attribution. The data were analyzed by t-test, ANOVA, MANOVA, Duncan's multiple range test, based on SPSS program The results were as follows: first, in clothing shop's interior colors affecting store image and preference for clothing shop, white color gave a casual, sophisticated, characteristic, and attractive image to the shops, and brown color gave an elegant, sophisticated image, while black color gave a sophisticated, uncomfortable image, and gray color gave a less positive image to them than other colors. Subjects preferred white, brown, and black color in the order. Second, clothing shop's products volume also affected consumers' store image and preference. Its small volume gave a more sophisticated, elegant image than other volume levels, and subjects preferred small and medium volume of clothing products to their large volume. Third, the effects of shop's interior color and clothes' product volume on store image were different depending on subject's sex. The results revealed that clothing shop's interior color and product volume are important VMD components affecting consumer's store image and preference, and consumer's sex has to be considered to understand the effects of VMD components on clothing shop image.

• Journal of the Korean Society of Costume
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• v.63 no.6
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• pp.40-55
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• 2013

The purpose of this study was to find ways to increase sales and enhance of the competitiveness of the Korean fashion brands expanding into the Chinese market by conducting a survey of the Chinese female students in order to gather data regarding their preferences and features so that clothes that are more suitable for Chinese women can be designed. For this study, a survey was conducted to 305 students attending universities or language schools located in the metropolitan areas near Seoul who had exposure to Korean clothes. The study results can be summed up as follows: According to the analysis, the Chinese students preferred comfortable, practical, and casual styles. And the analysis shows that they prefer achromatic monotonous colors rather than vivid colors or splendid and complex patterns. The students felt that Korean clothes reflected the trends very well, and they also showed very high satisfaction with the design. The most common way of gathering information for their clothing purchase was through Internet search and magazine advertisements. The survey showed that the biggest strength of the Korean fashion brands was their ability to reflect the fast changing fashion trends in their designs, and they were very much satisfied with their diverse designs and colors. Among the domestic fashion brands, they prefer domestic SPA brands such as MIXXO, SPAO, and 8IGHT SECONDS.

• Journal of the Korean Society of Costume
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• v.42
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• pp.59-68
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• 1999

The purpose of this study is to survey the color preference of mothers for the clothing of their children whose clothing is usually chosen by their mothers. The survey was performed by showing 60 color samples to provide the useful data for the fashion color planning. The result of this study shows that the prefe-rences in hue and tone are different mainly by season. The most preferred colors are yellow for boys and pink for girls in spring white in summer-beige in fall and black in winter. The most preferred tones for boys are pale in spring and summer dull in fall and dark in winter For girls light tone is most preferred in spring and pale in summer bright in fall and dark in winter Analysis of tone preferences in 6 colors shows that bright and clear are commonly preferred tones for children's clothing. Pale light vivid tones of yellow green and blue are preferred for girls and boys. Dark purple is preferred in fall and winter while pale tone is preferred in spring and summer. Red is preferred for girls especially in pale bright vivid tones while dark grayish and deep tones are preferred for boys in fall and winter.

• Journal of the Korean Society of Costume
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• v.43
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• pp.5-14
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• 1999

The purpose of this study is to survey the color preference of mothers for the clothing of their children whose clothing is usually chosen by their mothers. The survey was performed by showing 60 color samples to provide the fashion color planning. The result of this study shows that the prefe-rences in hue and tone are different mainly by season. The most preferred colors are yellow for boys and pink for girls in spring white in summer beige in fall and black in winter. The most preferred tones for boys are pale in spring and summer dull in fall and dark in winter. For girls light tone is most preferred in spring and pale in summer bright in fall and dark in winter. Analysis of tone preferences in 6 colors shows that bright and clear are commonly preferred tones for children's clothing. pale light vivid tones of yellow green and blue are preferred for girls and boys. Dark purple is preferred in fall and winter while pale tone is preferred in spring and summer. Red is preferred for girls especially in pale bright vivid tones while dark grayish and deep tones are preferred for boys in fall and winter.