• 패션비즈니스
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• 제15권3호
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• pp.142-155
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• 2011

By developing attitude transfer model, this study examined the co-marketing alliance effect between fashion and other industries (i.e., service and product brands) based upon the information integration theory. In addition, it examined the product tangibility/intangibility effects of partner brands by controlling stimuli: two alliance cases of fashion and service brands and two alliance cases of fashion and product brands. A total of 1,037 Korean women aged 20 to 39 were surveyed to compare the prior- and post- attitudes toward fashion/partner brands under four fictitious co-marketing alliance cases. Confirmatory factor analysis (CFA), multi-group CFA, structural equation modeling (SEM) analysis, and multi-group SEM analysis were conducted to test the hypotheses. The results demonstrated that the prior-attitude toward fashion brand partially affected the alliance attitude, and the co-marketing alliance was affected by prior-attitudes partner brands. The result of multi-group SEM analysis supported the significant differences between service and product brands as alliance partners, which might refer to the effect of product tangibility, existing in brand alliance contexts. The alliance evaluation affected the subsequent evaluations on each participating brands. This study empirically provides the conceptual structure of how consumer attitudes toward the participating brands interact with the attitudes toward alliance and offer practical insights. Specifically, upon employing the manipulated co-marketing alliances cases, this study demonstrates the partnering effect according to product tangibility of partner brands.

• 한국의상디자인학회지
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• 제15권1호
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• pp.59-74
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• 2013

Post-modern society leads us to accept diversity and variability instead of pursuit of the absolute truth, beauty or classical value systems, thus leading to hybrid phenomena. The purpose of this study is to analyze characteristics and expressive effects of hybrid expressions through which to provide conceptual bases for interpreting expanded meanings of fashion illustrations that express aesthetic concepts of hybrid culture. Hybrid refers to a condition on which diverse elements are mixed with each other, so any one element can not dominate others. It is often used to create something unique and new by a combination of unprecedented things. Hybrid can be classified into four categories: temporal hybrid, spatial hybrid, morphological hybrid and hybrid of different genres. Temporal hybrid from a combination of past and present in fashion illustration includes temporal blending by repetition and juxtaposition. Spatial hybrid shows itself in the form of inter-penetration and interrelationship by means of projection, overlapping, juxtaposition and multiple space. Morphological hybrid expresses itself through combination of heterogenous forms and restructuring of deformed forms. Hybrid of different genres in fashion illustration applies various graphic elements or photos within the space, and represents blending of arts and daily living. Such hybrid expressions in fashion illustrations reflect the phenomena of diversity and variability of post-modern society. Hybrid expressions in fashion illustrations predict endless possibility of expressing new images through combining various forms or casual elements and can develop toward a new creative technique.

• 복식문화연구
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• 제26권6호
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• pp.888-898
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• 2018

The purpose of this study was to review and establish the two concepts of art film and artistic expression in Prada fashion films, through a literature review of domestic and international case studies, as a form of luxury branded content, Prada fashion films are considered to artistic film genre. For the study, aesthetic expression in art films as discussed in the previous research was divided into four types. The study method was to review fashion / art films from the founding of YouTube, specially, works that used digital images from Thunder Perfect Mind, which was introduced in Prada in 2005, to Nylon Farm in 2018, stylistic features were searched by film. In addition, for this study, fashion film was analyzed based on the typology of art films. The following conclusions regarding artistic expression were drawn from this study : First, the Prada fashion films represent a transition to advanced art through a conceptual approach. Second, the causal relationships personality psychology can be cited through the disturbed and fragmented narrative lines. Third, the films help people identity Prada's aesthetics by humanizing the luxury brand. Fourth, the films are a feature of serialization.

• 한국의류산업학회지
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• 제23권6호
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• pp.691-708
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• 2021

The emerging Fourth Industrial Revolution has triggered fundamental shifts in the fashion industry. Advanced digital technologies are not only reshaping how the fashion supply chains function, but also requisitioning new skill sets for jobs in this industry. A mismatch in required skills between current and future jobs is a critical issue that needs to be addressed in the fashion industry. Similarly, it is imperative that fashion programs in higher education keep pace with the rapid changes disrupting the fashion sector. Nevertheless, the increasing speed and the magnitude of digital transformation make it challenging to keep fashion curricula up to date. This paper presents the case of a Digital Merchandising course. Using the principles of designing flexible curricula and backward design, this Digital Merchandising course was developed to be flexible and responsive to the changing business environment. Building digital intelligence was the central learning goal for students to accomplish. The paper discusses the conceptual development processes for the course and provides, visual examples of major learning assignments, and a variety of digital tools. Fashion educators are encouraged to consider backward design and flexible curricula design guides as complementary tools to the widely used Bloom's taxonomy.

• 한국의류산업학회지
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• 제20권5호
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• pp.509-519
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• 2018

This study is to examine the effects of salespeople' attributes (i.e., empathy, availability, professional appearance) on consumer cognition, emotion, and behavior. A conceptual model was developed based on stimulus-organism-response (S-O-R) theory and cognition-emotion theory. A total of 542 questionnaires were collected online and some incompletely written questionnaires were excluded. Because of the high possibility of memory distortion, only the questionnaires (n=220) written by those who visited fashion stores within one week were used for the final analysis. The results of PLS analyses demonstrated that 1) salespeople's empathy directly affected consumers' shopping emotion; 2) salespeople's availability and professional appearance indirectly affected consumer's shopping emotion through store image; 3) consumers' shopping emotion positively affected purchase intention. Theoretical and practical implications of the results are discussed in conclusion. As a result of this research, the main characteristics of the salespeople were identified in order to allow the consumers visiting the fashion store to buy the fashion products naturally and the basic directions of sales manuals for the salespeople in the fashion store were presented. It is also hoped that academic researchers will be able to use the characteristics of salespeople as the main data to understand how they affect consumers' cognitive and emotional responses and how they are connected to purchase behavior.

• 한국의류학회지
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• 제37권3호
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• pp.247-259
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• 2013

This study conceptually approaches and clearly compares the similarities and differences of fashion and architecture through a focus on their correlations. This study identifies the conceptual definitions of functional minimalism by an examination of function that represents the largest similarity between architecture and fashion. This study classifies the nature of functional minimalism and studies cases for each architectural classification in the areas of: the simplicity of a structure, unitarity pursuit of economic value, repeatability in an efficiency unit, reducibility stressing property, and multi-functional spatiality. The characteristics of functional minimalism fashion are distinguish as: simplicity in a structure that highlight structural lines in non-decorated design, unitarity pursuit of economic value represented in united process and pattern for its economic effect, repeatability in an efficiency unit represented through the repeated decoration of a functional unit, reducibility stressing a property that emphasizes property with a dominant design element through a highlight of the characteristics of materials and multi-functional spatiality that represents variability in clothes through an expansion of limited spatial function. This study approaches each discipline with a clear understanding of the differences between the two and suggests standards for a comparative study of architecture and fashion.

• 패션비즈니스
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• 제22권6호
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• pp.115-130
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• 2018

This study looked at how New Zealand's national brand is expressed in fashion design. In other words, the objective of this study was to offer a research methodology about the process that the conceptual national brand materializes through design. The method used in this research was the review of previous literature and research reports for New Zealand national branding. A direct market survey on the characteristics of fashion brands in each travel destination was conducted from February 2017 to February 2018. New Zealand announced its slogan for the national brand '100% pure New Zealand' in 1999, and in 2003 it announced the slogan 'new thinking New Zealand' with the value of 'newness' and 'innovation'. It also has 'Maori branding'. The study found that the three slogans had a consistent link from keywords to associated visual images. The above results were compared to the reminiscent visual images extracted from the website contents of the fashion brand. Then, using a t-shirt as an item, the t-shirt corresponding to each group was classified, and the design element analyzed. As a result, the four groups showed images of 'New Zealand ecology image', 'ethnic & Kiwiana image', 'nostalgic travel image' and 'pop image'.

• 한국의류산업학회지
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• 제22권6호
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• pp.705-715
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• 2020

The domestic fashion industry of the middle and late 20th century emphasized the importance of a standardized design process; however, the values of differentiated brand individuality have become increasingly important with the qualitative·quantitative growth of designer brands. Therefore, paying attention to designer individuality (or a differentiated element of a designer brand growing up in the domestic fashion industry) this study reestablished factors of the designer brand individuality. An in-depth interview was conducted with 13 designers and consumers for empirical analysis. In order to identify concepts of designer individuality based on the theory of the brand personality by Aaker along with precedent studies, the study devised a theoretical frame to explain a conceptual structure of designer brand individuality as well as reestablish its factors as the designer individuality, design and non-design factors through empirical research. Empirical research derived the designer individuality factors as an external designer image, designer taste, design philosophy and designer personality. Design factors were derived as concept, working process and method, style and formativeness. Non-design factors were also extracted as wearing experience, wearer image, lookbook image, fashion shows and exhibitions. It is meaningful that little empirical research has been conducted on domestic fashion designers who actually run designer brands and that this study helped understand designer brands through a new approach called designer individuality.

• 패션비즈니스
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• 제26권4호
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• pp.1-17
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• 2022

In the fashion industry, the demand for new perspectives to express creativity has always been high. Expression of new perspectives allows creative ideas to emerge, thereby breaking away from habitual and familiar perceptions. The purpose of this study is to identify and analyze how the theory of defamiliarization is being applied in fashion design by the brand Münn, which claims defamiliarization as a design philosophy. The study examined the concepts and the characteristics of Viktor Shklovsky by literature review and derived the main characteristics of the defamiliarization theory for fashion design analysis based on studies that used defamiliarization in other fields. Furthermore, after analyzing Münn's collection, we found how the main characteristics of defamiliarization derived from reviews were expressed in Münn's designs. The defamiliarization in Münn's collection was first, 'breakaway from stereotype' appeared through re-recognition of perception and unexpected use of heterogeneous materials. Second, 'distortion and analogy through image' was revealed through the East and West clothing-making methods, which broke away from the stereotype of image and the juxtaposition and cultural reconstruction of details. Third, 'transition of viewpoint' was shown as an avant-garde sense through the conversion of usage purpose of design, material, or items in which subjects and objects were converted with conceptual design and material or silhouette.

• 복식문화연구
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• 제24권3호
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• pp.367-384
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• 2016

The aim of this paper is to examine relationship characteristics and the relevance there of in the context of the Chanel collection, between the contemporary fashion show viewed from the artistic side and intermedia on interaction. This study analyzed the relationship characteristics between intermedia and fashion shows by focusing on Chanel fashion shows from 2010 S/S to 2016 F/W as actual case. The results are as follow: First, participational accessibility indicates the experience of a designer and audience in active participation changing into passive participation. Second, audience immersion is represented by the perception of being involved by the audience in the place and acting. Third, conceptual symbolism is sending of messages through the designer's concept manifesting in the specific features of the design. Finally, expandability of media explains trans-boundaries in experimental attempts. It concludes that fashion show is a space where the audience can have visual as well as new knowledge and experience through multi-sensory channels. The Chanel collection which is considered a huge art project at the fashion show, showed a relationship between philosophy and the direction through season concepts and brands. The Chanel collection has brought a new experience through the convergence of communications and cultural media, such as music and art according to traditional brand image.