• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.418-430
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• 2022

This study aims to analyze consumers' purchase decision-making process of buying avatar fashion items on the Metaverse platform. Drawing on the connection between the self-expression tendency of the MZ generation and that of avatars in the Metaverse, this study uses a qualitative research method to analyze how consumers express their self-image through the appearance of their avatars. Unlike previous studies on the clothing purchase decision-making process, this study shows that purchasing and consumption behavior involve the following six stages: recognizing desire, collecting information, evaluating alternatives, making purchases, evaluating the consumption, and post-purchase action-taking. In the first stage of the purchase decision-making process, consumers' desire arises with self-image expression and confirmation. In the second stage, consumers have a high tendency to shop in the best item category. In the alternative evaluation stage, consumers tend to seek items that match their highest standard while considering their personal preferences. In the fourth stage, when making actual purchases, unplanned purchase behavior often occurs along with an active practice of alternative evaluation. In the fifth stage, the evaluation of the consumption shows that consumers achieve satisfaction by applying a style to their avatars that they are unable to try in the real world. In the last stage, consumers often use their purchases to communicate their various styles with other online consumers. Therefore, we conclude that the online purchase decision-making process differs from the offline process as it is divided into six stages.

• Fashion & Textile Research Journal
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• v.23 no.4
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• pp.504-514
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• 2021

This study attempted to extract and structure the job skills required for 3D designers, which have been recently introduced to the fashion industry. The study aimed to materialize and objectify the 3D designer's job, using a focus group interview for the survey. The 3D designer has the TD task of making 3D virtual samples using the pattern files developed in Pattern CAD. Graphic design and fabric digitization are also major tasks for the 3D designer. CLO is mainly used for 3D virtual sample production, and PixPlant, Substance, Photoshop, Cinema 4D, Daz studio, and 3ds MAX are used for image and avatar editing. As per the job skills required for 3D design work, basic knowledge about patterns and sewing, skill in 3D virtual clothing technology, ability to use various software, and English skills were considered important, in that order. In particular, the need for knowledge about patterns and sewing became more important than the skill in 3D virtual clothing technology itself. To train 3D designers, it was found that not only 3D virtual clothing software, but also education on patterns and clothing construction, CAD developer's curriculum certification system, and 3D designer qualification management were required. In addition, 3D designers are recognized as an essential job in fashion vendors, and the demand for domestic brands is increasing. The biggest limitation of the 3D virtual clothing system is the perfection of the digital fabric. Also, technical improvement is needed.