• Journal of Fashion Business
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• v.26 no.6
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• pp.82-93
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• 2022

Sustainability is a significant change that fashion industry has undergone. Marketers and brands are looking for guidance in green advertising to most effectively motivate consumers to purchase sustainable fashion products. This study aims to reveal environmental and cultural sustainability claims on message credibility and purchase intention regarding product trendiness. We performed mediation and moderation analyses, using a 2 (sustainability message: environmental and cultural) × 2 (product design: classic vs. trendy) between-subjects experimental design. The PROCESS MACRO was used for the analysis. Results indicate that environmental claim must appear credible to consumers to motivate them to purchase a product. On the other hand, cultural claim, with and without credibility, affected consumer's purchase intention. Moreover, cultural claim and trendy design together influenced message credibility and purchase intention, showing a moderated mediation effect. The study indicates that brands should broaden their perspective regarding sustainability by considering cultural factors when providing sustainability claims. Environmental claim should be clear and transparent to avoid green skepticism. Also, it is important to focus on product's design aspect: making trendy designs. It is difficult to change consumer behavior based only on sustainability value. Thus, brands must coney their consideration of design trends. Theoretical and managerial implications also are discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.1
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• pp.158-170
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• 2016

This study analyzes historical drama costumes as a domain of popular culture through an examination of the changing process, factors, and design characteristics of historical drama costumes according to trend changes in historical dramas after the 2000s. Public interest in Korean traditional clothing has grown due to the historical drama fever. Research results are as follows. First, historical dramas are divided into: authentic historical dramas, popular dramas, and fusion dramas. Historical drama costumes show characters' status and roles to help viewers become absorbed in dramas and increase understanding the historical periods and knowledge. Second, the characteristics of TV historical drama costumes (according to changes of the historical dramas according to 2000) brought diversification as they are diversified by period, genre, and character and costumes which are suitable for them additionally resurfaced. Third, as for the design characteristics by type in TV historical costume after 2000s, authentic historical dramas' design was done by comparatively in-depth historical research based on historical materials to help public understand the past. Popular historical drama costumes are based on history, but the forms of costumes were emphasized (or exaggerated); in addition, colors, subjects, and patterns were modified to emphasize image beauty, dramas' atmosphere, and characters by reflecting intention. The fusion of historical dramas' costumes attracted the attention of the public about Korean designs that harmonized tradition with modernity to actively reflect current trends in past periods and show new types of creative design.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.6
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• pp.842-853
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• 2004

This research was conducted to develop uniform designs as a part of CIP(Corporate Identity Program) for Corporate Identify of G College. A uniform is the dress of a distinctive design or a fashion worn by members of a particular group. Therefore, the uniform should provide the user with pride and distinction for a company or a college in wearing the uniform. The method and procedure of this research was as follows: First]y, we examined CIP(Corporate Identity Program) expressing 'visual Image' of G College such as symbolic marks and colors and logos and investigated the actual conditions of G College uniform and the others. Secondly, we decided the direction of the design concept to reflect the investigated results. Thirdly, we designed the new uniforms by the design process considering of the essential factors of a uniform. for example functional, beautiful, symbolic aspects.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.1
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• pp.92-103
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• 2009

The study is interested in the consumer's mixed choice of the internet and the offline stores. Therefore the purpose of study is to investigate if the clothing shopping orientation of consumers varies when they shop internet and offline, instead of classifying consumers into internet shoppers and offline shoppers. For the purpose, quantitative survey was carried out using 201 questionnaires from men and women in their twenties. The data were analyzed using factor analysis, Pearson's correlation analysis, Spearman's rank order correlation coefficient, t-test, and frequency analysis. The results are as following. First, the clothing shopping orientation structures of offline and internet stores were different each other. As the result of factor analysis, positive, brand oriented, economic, convenient conformity, convenient impulsive factors were extracted from offline store and rational, enjoying, goal oriented, conformity, brand oriented, convenient impulsive purchase factors were extracted from internet store respectively. Second, as the results of investigating the relationship between the clothing shopping orientation structures of offline and internet stores, positive(off)-enjoying(on), brand oriented(off)-brand oriented(on), convenient conformity(off)-conformity(on) had strong correlation s and the rest were peculiar to the each store type. Specifically, the goal oriented factor peculiar to the internet store was noticeable. Third, as the results of investigating the differences between clothing shopping orientation of offline and internet stores, the ranks of strong orientation dimension were different between two channels. As well, the mean differences were significant in goal oriented, conformity, brand oriented, and convenient impulsive purchase dimensions. This study has the significance that it investigated the variance of clothing shopping orientation according to the mixed selection trend of internet/offline.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.1
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• pp.91-105
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• 2015

This paper accomplishes the following points: First, the costume style held by women in the Silla dynasty are examined. Second, a new fashion concept is drawn from Silla's costume images with lessons from analyzing how major brands from China and Japan have adopted their own traditional images. Third, a Korean fashion concept is crafted to reflect important modern fashion design factors. The conclusions of this study are: The concept of Korean fashion using Silla costume image based on the 2015 S/S trend was developed and suggested as: 'Harmony of Contrast', new beauty created by mutually contrasting things; 'Timeless' transcending time-space flowing from the past, present, to future; 'Empathy' where past and present are harmonized; 'Modern with Antique' expressing a new style modernism where the old retains value. The efforts to express identity via conceptualization of Korean fashion are an effective strategy that satisfies the goals of setting Korea's fashion design apart from others and spreading Korean culture.

• Journal of the Korean Society of Costume
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• v.22
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• pp.333-344
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• 1994

In this study an experiment was made using the function of computer simulation os to whether the phenomenon of optical illusion takes place also in clothing on the human body three-dimensional space through the case study of the Gestalt illusion of planar con-traction and expension by amodal completion in perceptual organization. One woman of latter 30s was selected as the experimental subject. She was made to wear the experimental clothing and then the frontal picture was projected of in the experimental clothing which was scanned into the com-puter. For the sake of the contractive experiment 5 stages were divided by 5-15cm the thick-nes of the black vertical line in the center of the upper garmet as the variable and for the sake of the expansive experiment the skirt length was set as the variable. It length measured 50-90cm which was divided by 10cm into 5 stages and simulated using the CAD. The basic design and the experimental de-sign were made one pair and the pictures totalled 20 pictures such as ten pictures save the human body for the estimation of the up-per garmet alone and ten pictures for the ob-servation of the effect on the human body. The extimating panel consisting of 20 panellers estimated contraction/expansion in the estimation of the upper garmet and the tall effect/the slim effect in the estimation of optical illusion as the estimating factors on the 9-point scale. All the date from experiment were analyzed by ANOVA(analysis of variance) and DUNCAN'S multiple range. As a result the experimental designs all showed a significant optical illusion in comparision with the basic design.

• Journal of the Korea Fashion and Costume Design Association
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• v.12 no.4
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• pp.183-195
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• 2010

The purpose of this study is to find out the difference of evaluation of product and service quality according to consumers' attitude toward price in internet clothing purchase. This study surveyed 400 male and female consumers in their 20s-30s for empirical analysis in August 2010 who have ever purchased clothing through internet shopping malls. For statistical analysis, descriptive statistics, factor analysis, ANOVA analysis, Duncan test and cluster analysis are carried out using SPSS for Windows 12.0. The results are as follows. First, consumers' attitude toward price dimensions in internet clothing purchase are found 6 factors of sales proneness, price-prestige, price-comparison, low price, utility value and pricequality. Second, based on the attitude toward price dimensions, consumers are categorized into utility value seeking, sales price seeking, multi-dimension price seeking, lack price consciousness, low price seeking group. Third, there are significant differences in product quality and service quality depending on attitude toward price-based consumer types. In particular, sales price seeking and multi-dimension price seeking groups have higher values on product and service quality than other groups. The results of this study will help internet fashion mall businesses to develop price strategy and manage product and service quality.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.2
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• pp.223-237
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• 2015

This study is to compare the pattern making methods of men's jeans and to analyze sizes of parts while also evaluating the appearance and fit according to a 3D virtual garment simulation. Five types of patterns are selected for the analysis. For the appearance evaluation, the study conducted a virtual clothing simulation, created a perspective drawing, and applied Clothing pressure to each test outfit. First, according to the pattern comparisons, A and D had the shortest crotch length, while B had the longest; B had the narrowest crotch width, while C had the widest; C had the greatest waist circumference, and B had the smallest; C had the greatest knee and hem circumference, while E had the smallest. Second, according to the appearance evaluation, E pants had the highest rating overall for the waist, crotch, knee, and hem comfort; A pants had the highest rating for the yoke line end and placement; and C pants had the highest rating for the side seam line. According to the correlation analysis, ease of the waist, hips, hem and thighs were important factors (in that order) in determining the overall appearance of the jean pants.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.4
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• pp.439-451
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• 2013

This study used Chinese female college students as subjects to classify the components of the Korean national image as well as understand the recognition difference of country image factors and Korean fashion images; in addition, it examined the differences of the effect of Korean national image factors on the Korean fashion attitudes of Chinese female college students. A SPSS 18.0 statistic program with factor analysis, Cronbach's ${\alpha}$, paired t-test, multiple regression analysis, frequency analysis and ${\chi}^2$-test was used. The results are: First, it was shown that there are six factors: culture-society, economy, products, sports, politics, and technology. Second, the recognition difference on the six factors were significantly higher for products, politics, technology, economy, culture-society, and sports, respectively. Third, the difference of Korean fashion images showed that they recognize design uniqueness and diversity to choose styles preferentially. Fourth, the purchase intention was significant in the order of culture-society, products, politics, and sports, and recognition affects culture-society, sports, and products, respectively. Fifth, they prefer THE E-LAND GROUP, Beaucre Merchandising, and The Basic House the most and show a strong purchase intention. The analysis also showed that other various brands that are also recognized. These study results can provide Korean fashion companies with useful implications for marketing.

• The Research Journal of the Costume Culture
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• v.17 no.2
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• pp.238-254
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• 2009

The purpose of this study were to examine fashion information acceptance and fashion information sources and to analyze the difference according to clothing shopping orientation among digital generation male consumers. The subject were 349 male who were belonging to digital generation as the digital era's new consumers familial with internet and various kinds of digital media. A self-administrated questionnaire was developed based on the results of previous researches. The data were analyzed by using frequency analysis, factor analysis, cluster analysis, ANOVA, Duncan test, $\chi^2$ test, multiple regression analysis by SPSS WIN 12.0 package. The results of this study are as follows: First, clothing shopping orientation of digital generation males were classified into 6 factors: fashion oriented, impulse buying, aesthetic pursuit, individuality pursuit, practical type and reasonable economy. Based on the factor scores, 3 clusters were identified; independent, unconcern, high involvement. Second, the high involvement shopping group utilized various information sources. On the other hand, the unconcerned shopping group was passive in utilizing information sources. Third, the fashion information acceptance of digital generation was classified into 5 factors: searching, leading, following, non-accepting, and delaying acceptance. All fashion information acceptance factors were affected by the information and communication media. Finally, The high involved type of shopping group accepted fashion information at its most and actively.