• 감성과학
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• 제26권2호
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• pp.53-66
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• 2023

최근 패션 브랜드들이 사용자들의 능동적 참여가 가능한 메타버스 플랫폼을 자사의 브랜드 접점으로 활용하기 위한 방안을 모색하고 있다. 이에 본 연구에서는 메타버스와 오프라인 스토어에서의 브랜드 체험을 비교하고자 한다. 패션 브랜드 젠틀몬스터의 오프라인 스토어과 이를 메타버스 공간에 그대로 재현한 제페토(ZEPETO) 스토어의 브랜드 체험을 비교하였다. 실험 참가자 집단을 메타버스 스토어 체험이 선행된 집단과 오프라인 스토어 체험이 선행된 집단으로 구분하여 현장 조사를 진행하였다. 그 결과, 다음과 같은 주요 연구결과를 도출할 수 있었다: (1) 전체 체험 반응에서 감성 보다는 새로운 정보에 반응하는 감각 체험이 주를 이루었다; (2) 메타버스보다는 제품을 직접 만지고 체험할 수 있는 오프라인 스토어에서 체험이 더욱 활발하게 이루어졌다; (3) 네 가지의 테마공간 유형 중에서는 제품 공간에서 가장 많은 체험 반응이 나타났다; (4) 오프라인 스토어 체험이 선행된 두 번째 그룹보다 메타버스 스토어 체험이 선행된 첫 번째 그룹에서 보다 활발한 체험 반응이 일어났다. 마지막으로 본 연구결과를 통해 가상공간에서의 메타버스 브랜드 스토어가 현실 공간의 시공간적 제약을 뛰어넘은 차별화된 경험을 제공할 뿐만 아니라, 오프라인 스토어의 경험을 더욱 의미 있고 풍부하게 만들어 주는 전략적 도구로 활용될 수 있음을 알 수 있었다.

• 복식
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• 제62권8호
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• pp.28-44
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• 2012

The aim of this research is to examine the tendency of national tastes reflected in global SPA brands based on the theories of Gans' taste culture and Bourdieu's cultural capital. In this study, the leading global SPA brands such as H&M, ZARA, GAP and UNIQLO can be considered as a representative taste culture as well as an icon of popular culture in the $21^{st}$ century global fashion and also the aesthetic taste of each brand differentiated from their national aesthetic values based on socio-cultural backgrounds. H&M represents fashionableness, practicality and environmental friendliness based on naturalism, democratic humanism, and functional practicality of Sweden. ZARA emerges as the most trend oriented brand as well as customer centered on the basis of cultural diversity, passion and glamorous artistic sensibility of Spain. GAP shows American iconic style, which is the functional sports casual wear, originated from American leisure culture and mass production. Lastly, UNIQLO represents high-tech functionalism and practical simplicity based on Japanese delicate workmanship and simple, concise lifestyle while relatively does not much follow the fashion forward trends. Consequently, the national taste has been proved as a solid foundation to identify each global brand. This should be the key component also applied to Korean global brands for developing their concepts and strategies more successfully based on our own national aesthetic taste.

• 한국의류산업학회지
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• 제20권3호
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• pp.245-256
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• 2018

This study considers application types and meanings of fashion engineering by analyzing CuteCircuit. The conclusions of this study are as follows. The application type of fashion engineering shown in CuteCircuit is first, electronic fashion, which attaches LED or WL on the surface of clothes to express the decorative function in clothes as optical light change, ultimately performing one-dimensional function. Second, interactive fashion is a medium in which clothing connects human beings with other human beings with sensors that can recognize the changes in tactile or movement with the wearer or with a light source that can visualize the emotional changes of the wearer. Third, scientific fashion has emerged as a new type of fashion in which new materials introduced in the field of engineering are fused with clothing to expand functionality and aesthetics. The meanings of fashion engineering in CuteCircuit is first, trying to conceptualize a new beauty as an open fashion that can freely change with the creation of a dual beauty by combining analog and digital sensibility. Second is the external representation of human psychological change or emotional exchange, which helps to form a consensus by understanding and exchanging emotions of different people. Third, reorganization of apparel pursuing integrated value appeared. Clothing, as a connection body in which the human body and the mechanical environment are combined with each other, is reestablished as a product of variable body that can embody an integrated value that includes various characteristics and can be diversified appropriately in any circumstance.

• 복식문화연구
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• 제5권3호
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• pp.96-117
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• 1997

The purpose of this study is focused on revealing teenager characteristics and mass culture in the end of the 20th century, and researching the general traits of teenager costume in the latter half of the \`90s and the typical style based on the analysis of the teenager culture. The result of this study are following as; The general traits of teenager costume are classified with sports-orientation, brand-orientation, and foreign street fashion-orientation. Typical styles are classified with sportive look, hiphop look, and funny look. Sportive look became the core of the street fashion developed with the street sports in the city, and presented the practical use with the fashionability mixing sportswear such as hightech snickers, sports character wear and items. Hiphop look, the genderless fashion, expresses teenager\`s free life style and the diversiied sensibility and deconstructs the border of gender, racism. Funny look accepts the burden of the millenium as a humor and presents katharsis by creating unexpected style. The contemporary costume of teenager deconstructs the fixed idea about mix and match, good taste and bad taste, gender, coordination suited with T.P.O and intends ‘open costume’ for 21st century.

• 패션비즈니스
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• 제27권1호
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• pp.110-125
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• 2023

Virtual idol groups are a product of changes in cultural content and development of digital technology. The purpose of this study is to derive the characteristics of technical expression and fashion of virtual idol groups of Korean entertainment companies, and the significance of this study is to provide basic data for creating a new content business model for virtual idol groups. The research method of this study consisted of literature research and case analysis. Korean virtual idol groups 'K/DA', 'Aespa', and 'Eternity', which show the evolved business model of the entertainment industry through rapid advances in digital technology, were selected as the subject of case analysis for this study, and newspaper articles were searched by keywords and analyzed. As a result of the study, the technical expressions shown in Korean virtual idol groups were 'implementation of realistic content through interaction technology', 'delicate motion expression through motion capture technology', and 'convergence of information between the real world and virtual world through AR technology', 'provision of experience similar to reality by VR technology' and 'formation of cultural contents by Deep Real technology' were deriven. In addition, the characteristics of the Korean virtual guide idol group's fashion are 'marketing strategy through collaboration with fashion items', 'giving recognition as a digital fashion icon of real existence', 'creating a sensuous image as a fashion brand ambassador' and 'fashion style expression of the Z generation's sensibility'.

• 패션비즈니스
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• 제6권1호
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• pp.137-154
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• 2002

It's not easy to renew old brand of over 50 years history to the tastes of new consumer of our time. Most of national brands that has a history of some 20 years in Korea have strove for continuation and growth of brand to no avails, which can be taken as a good example of current situation. For instance, C company, one of the National brand of US which has a history of 51 years, has made its position secure as a fashion group and based itself on a sound foundation by establishing new marketing strategy and completing successful brand renewal in the process of strategic M&A with Italian company. Those successful marketing strategies are as follows. 1) they regarded both market and consumer oriented marketing activity as company's highest priority strategy and put great emphasis upon concentration on target market and reestablishment of brand image of business casual wear. 2) Setting up and operating planning team composed of merchandizer alone in Milano, they set the direction of plan on the basis of concentrated research on potential item in market according to thorough market research done by buying office in Korea, branch office in Hong Kong and buyer in US prior to blueprint planning for season. 3) Great emphasis was placed on business which focused on intensive presentation of basic key item for apparel career women who are main consumer group in the midium-low prices market in US and on supplementation of size and color. they named this line 'collectibles' and helped their customer develop their own clothes plan without worrying about the change of color and fabric by supporting same fabric and color throughout the year and enabled them to add variation easily by supplementing new trend item. 4) Company set black as a main color that lots of apparel career women find easy to care and to express their own image and presented them with pebble which belongs to navy and beige and added fashion color such as wine and brown etc as season goes by. They constructed basic line in order for their customers to coordinate purchased item with new one or to add them to present collection, and to achieve efficient sale by setting up strategy which allows this cross coordination and changing pattern occasionally. 5) Though basic jacket for 99$, short slim skirt for 49$ are products within midium-low prices range, in the material planning stage aiming at production of item that has both resonable function appealing to consumer and is fashionable, synthetic material had to be used as a main source due to price competitiveness. Despite this situation, considering comfortable sense of fit and refined drape of silhouette that has no sign of cheap material, whole collectible line was divided into two items, which contributed to reduction of cost. In case of material that is composed of triacetate and polyester in 70 to 30 ratio, was used up to 4 million yard, which allowed drastic curtailment of cost accompanied by concentration. In case of 'collectibles' line, using Korean material mainly, C company chose to have their product sewed in Southeast Asian countries where transportation is well developed and both productivity and quality verified by operating global production system which aiming at cutdown of cost through outsourcing production from the country where labor cost is low and getting finished product. Polarization between present consumers telling us that consumers with the mind of middle classes in the past no longer exists between consumers who seek after only fine article of highest quality and wise consumers who are sensible enough to judge bubble on correlation between price and quality. To cope with this change in new consumer mind, apparel makes changing their policy so as to produce item that has reasonable quality and falls within affordable price range anywhere in the world. and they're striving to get out of difficult situation by operating global marketing strategy which stresses separation of planning, production and sale and sensibility of fashion shared worldwide. The marketing strategy of C company can be exemplified as a successful one.

• 감성과학
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• 제9권4호
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• pp.331-339
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• 2006

영상매체에 등장하는 PPL광고가 실제 소비자인 시청자들에게 미치는 영향에 대하여 대학생들을 대상으로 조사하였다. PPL에 대한 인식의 차이를 조사하고 그 차이가 유행관여도과 어떤 관계가 있으며, 또 이것은 실제소비로 어떻게 이어지는지 조사하였다 대학생 189명을 대상으로 PPL인식도, TV나 영화에서 배우가 입은 의복 구매여부, 구매만족도, 유행관여도, PPL이 소비자의 의복 구매에 미치는 영향 등에 대해 조사하였다. 유행관여도를 기준으로 고저의 두 집단으로 나누어 이에 따라 분석한 결과, 유행에 민감하고 유행 관여가 높은 학생일수록 PPL광고에 등장하는 의복에 주목하고 있었으며 PPL광고에 사용된 브랜드 중에서 기억하는 브랜드 수가 많았다. 유행관여도 저집단은 의복구매시에 또래의 스타일, 주변의 충고 등을 많이 참고하는 반면에, 유행관여도 고집단은 패션잡지와 PPL의복을 많이 참고하고 있었다. 또 PPL 의복을 관심 있게 보는 학생이 실제로 스타 옷을 많이 구입하고 있었다 PPL로 인한 의복구매 영향력이 크다고 인식하고 있을수록 해당 브랜드, 기업, 제품의 선호도가 긍정적으로 변경되었다고 답하였다. 유행관여도가 클수록 기업의 선호도가 긍정적으로 변경되었다고 답하였다.

• 한국의류산업학회지
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• 제23권4호
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• pp.423-438
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• 2021

This study compared and analyzed the direction of Louis Vuitton creative directors Kim Jones and Virgil Abloh. Accordingly, 485 photos(251 Kim Jones, 234 Virgil Abloh) were collected. For data analysis, statistical and content analyses were combined. First, as for the overall design characteristics of creative director Kim Jones, complex colors, colorful barrels, tone-in-tone color schemes, H-line, plain fabrics, soft materials, heterogeneous material combinations, casual style. Second, as for the overall design characteristics of creative director Virgil Abloh, achromatic color, colorful tone, tone-on-tone color scheme, I-line, plain fabric, soft material, similar material combination, casual style. There were significant differences in color, tone, color scheme, silhouette, pattern, material type, material combination, fashion image, detail, trimming, top and bottom that differed in the creative directors' design direction. Therefore, it appears that Kim Jones has been directing the luxurious and unique men's wear through H-line, coat and slim pants, colorful color combination, soft material, heterogeneous material combination, plain fabric, and chic active sensibility. Meanwhile, Virgil Abloh is directing men's wear in a loose and trendy street mood through the I-line, jacket and wide pants, achromatic color, soft material, plain fabric, similar material combinations, and soft and sophisticated modern sensibility.

• 복식문화연구
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• 제14권5호
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• pp.790-801
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• 2006

This study analyzed features of elements that compose a logo of inner wear brands to get the following results: First, it was found that "elegance" was the most frequently used word to express the concept of inner wear brands to be followed by words like dignity, high-end and aristocratic, words emphasizing femininity, such as feminine, romantic and sexy, words emphasizing practicality, such as convenient, practical, modern, functional and reasonable, and words emphasizing hygiene, such as clean, healthy and hygienic. This suggests that consumers nowadays pursue image more than functional aspects in the shopping of inner wear and consumers' pursuit of such values is reflected in the concept of inner wear brands. Second, unlike logos for outerwear brands that generally used initials of brand name, word-type logos for inner wear brands used the full name of brands, thus suggesting that they put more emphasis on delivery of information rather than on the symbolic aspect. In case of combining characters with concrete objects, they were found generally to use objects that give an soft, elegant and feminine image, such as flowers, woman's head and ribbons. Third, colors in the series of pink and red seemed to be used to convey the concept of inner wear brands that pursue such images as romanticism, femininity, elegance and sensibility, while colors in the series of blue, black and grey for such concepts as functionality, practicality, simplicity, health, hygiene and refinement. With reference to typeface used in the design of logos, unlike outerwear brands of which 83% use sans serif typeface for logos, relatively high percentage of inner wear was found to use typefaces of serif series to stress feminine flexibility and delicacy and give the image of elegance and classical tenderness. With reference to language used in logo naming for inner wear brands, 33 brands were found to use English and only three brands used Korean among the 36 brands surveyed. Even with inner wear brand logos that have Korean name, it was found that they used English in the use of logo marks. Like the result of previous studies, the result of this study indicates that methods to design brand logos for clothing should be incessantly sought in a way to build brand power as an important component to represent concept or function of brands and reinforce brand image.

• 감성과학
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• 제11권2호
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• pp.181-192
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• 2008

현재 주목받고 있는 실버 소비자의 등산복 구매 실태와 만족도를 알아보고 노인 연령대에 따른 차이를 분석하였다. 본 연구 대상의 표집은 북한산에서 등산을 하고 계시는 노인 100에 대하여 65세를 기준으로 뉴실버와 실버 소비자로 노인소비자를 구분하였다. 자가응답과 대필방식을 병행하여 설문지를 작성하였으며 수집된 데이터는 SPSS 12.0을 이용하여 t Test와 카이검증을 통하여 분석하였다. 뉴실버 소비자들은 실버소비자보다 스포츠웨어를 자주 구입하였으며 구매비용도 더 많은 것으로 나타났다. 브랜드 인지도도 높았으며 구매장소는 스포츠웨어 전문매장을 선호하였다. 구매기준과 불만족 요인도 연령대에 따라 차이가 있었다. 즉 뉴실버 소비자에게는 등산복의 품질, 디자인/색에 대한 불만족이 높은 반면에, 실버 소비자에게는 품질, 착용감/쾌적감이 불만족이 높았다.