• The Journal of Economics, Marketing and Management
• /
• v.12 no.2
• /
• pp.19-26
• /
• 2024

In recent years, entrepreneurship has become a significant movement in Vietnam. Vietnamese youth has paid more attention on entrepreneurship. Local brand fashion is currently booming in Vietnam. Many young Vietnamese choose to start up in local brand fashion. Vietnamese government has show strong commitment to support entrepreneurial movement among young people. Purpose: The research focused on assessing the determinants of entrepreneurial intentions in local brands fashion in Vietnam. Research design, data and methodology: The sample size consist of 293 young Vietnamese who are passionate on starting up their business in fashion. The research method employ Exploratory Factor Analysis (EFA) and SPSS software is used to analysze the collected data. Data collection involved a mixed-methods approach, combining surveys and case studies. Results: The research findings confirm the determinants of entrepreneurial intentions in local brand fashions are Attitude towards behavior, Subjective norms, Cognitive behavioral control, Entrepreneurship education, and Capital. Conclusion: The study not only delved into the influencing elements for starting a business but also examined the current landscape of the youth-oriented local fashion brand market. Managerial implications are provided to promote entrepreneurial intention among young Vietnamese in fashion industry. Limitations and further research are also discussed to provide recommended research directions for future studies.

• Journal of Fashion Business
• /
• v.10 no.4
• /
• pp.114-129
• /
• 2006

This purpose of this study is to research on the influence on the creation of young generation's street fashion of pop stars focused on pop music given the fact that fashion can be created by popular culture in this multi-media era. Also, this study is to provide useful data for the activation of the creation of young fashion culture and the fashion industry through pop stars' fashion. The pop stars' fashion that has affected young street fashion is as follows : Elvis Presley's rock'n'roll style, Beatles' mods style, Janis Joplin's hippy style, Sex Pistols's punk style, Madonna's boy-toy and corset style, Michael Jackson's androgynous style, Puff Daddy and L.L Cool J's hip-hop style, Bob Marley's reggae style, Spice Girls, Jennifer Lopez and Britney Spears's sexy style. The young street fashion culture of pop stars and its industrial meaning withdrawn from the above are as follows : Creation of a fashion icon, Creation of anti-fashion, Liberation of a sex role, Costume play culture, Activation of the young fashion industry through star marketing.

• Journal of Fashion Business
• /
• v.1 no.1
• /
• pp.110-126
• /
• 1997

This dissertation intended to investigate the black color as a fashion color of the late 20th century and the aesthetic consciousness of black fashion. Black usually expressed a negative meaning, and was regarded as a color for a mourning and a sacred dress in western culture. There found several periods of black trend specially after 14th century. Black was considered as a traditional color of men's fashion since Dandyism. By the effect of art d co fashion, the perception toward black changed to a new beauty in 20th century. There continuously found a lot of aspects of black fashion in the late 20th century. In the high fashion, popularity of black, could be seen at five different look and style : The era of line alphabet, pantaloons suit style, folklore style, mannish look and unconstructive design by Japanese, and in street fashion, it showed at four different style and fashion: Beat style, mods and rockers style, punk fashion and fetish fashion. The aesthetic consciousness of black fashion at the late 20th century mentioned above should be summarized as follows. : Minimalism, dandyism, nihilism, asceticism, eroticism. In 1990s, the black appeared under the retro mood, and it should be regarded specially as one fashion trend of inclination of simplicity. Black should be called the representative color of 20th century fashion with the reason of containing the most of aesthetic consciousness in modern fashion.

• Journal of Fashion Business
• /
• v.15 no.2
• /
• pp.39-56
• /
• 2011

The jeans fashion has important meaning as the symbol of sociocultural phenomenon related with modern fashion. It became the symbol of natural fashion beauty representing freedom and equality and sometimes the sensual style. This study defined the meaning, element, and importance of fashion styling by analyzing preliminary studies and analyzed the aesthetic characteristics of the jeans fashion. The purpose of this study is to drive four styling patterns of the jeans fashion based on such theoretical studies and empirical researches about jeans fashion and plan and direct jeans fashion styling for each style. The results also provides the basis for acknowledging that the idea of 'directing and creating a style' according to a person's intent beyond the one-dimensional idea of simply 'wearing' clothes is the true fashion styling and will set an important footing in the fashion field with the ideas that fit the 21st century.

• Journal of Fashion Business
• /
• v.11 no.2
• /
• pp.113-128
• /
• 2007

The purpose of this study was to comparatively analyze advertisements of prestigious products and domestic fashion brands through fashion magazines. Especially, a comparative analysis of creative advertising strategies of prestigious products and fashion brands will be vital in establishing advertising strategies and marketing planning of domestic fashion brands. This study targeted and analyzed all the advertisements of prestigious fashion products and domestic career women's high-end casual brands printed in VOGUE KOREA and ELLE KOREA in 2005 and 2006. Descriptive statistics and x2-test were used. As a result of the analysis, prestigious product advertisements accounted for 197 (57.9%), and domestic fashion 143 (42.1%) out of a total of 764. Except for duplicates, the 340 advertisements analyzed, were selected for this study. Luxury fashion brand advertising accounted for more than domestic fashion brands in the magazines studied. That is luxury fashion brands have greater exposure to consumers. Based on the results drawn in this study for fashion products, various and unique advertising strategies utilizing visual factors that most effectively delivered to consumers are imminently needed as creative strategy measures in domestic fashion advertising.

• Fashion, Industry and Education
• /
• v.15 no.1
• /
• pp.59-65
• /
• 2017

Fashion professionals these days agree that changes in the fashion business are essential and highly value creativity as a genuine source for generating new ideas in fashion products as well as fashion business practices. As fashion professionals deal with problems of which solutions do not exist or that need innovative solutions for brand or product differentiation in the fast-paced environments, interest in creativity and creative problem solving in the field has increased; therefore, fashion educators have realized that there has been an increasing need for incorporating creativity or creative problem solving into the fashion curriculum. In this study, the researcher intended to review previous research on the use of creative problem solving in classrooms in various disciplines including the field of fashion education to provide insights and suggestions for fashion educators to integrate creative problem solving into the fashion education curriculum. Previous attempts to apply creative problem solving to solve issues in fashion classrooms have mostly limited to promoting divergent thinking techniques. It is suggested for fashion educators as well as fashion students to consider creative problem solving as a process consisting of the four distinct stages in which both divergent and convergent thinking techniques should be properly utilized stimulating various thinking strategies.

• Journal of Fashion Business
• /
• v.20 no.4
• /
• pp.96-109
• /
• 2016

This objectives of this research was to look into the actual state of fashion wearing purchase and makeup purchase to recognize the interrelationship between fashion and makeup styles by selecting words used for fashion image and cosmetic style. Such study can offer basic materials for choice of makeup style by each fashion style. Most information on fashion and cosmetics were obtained through the internet. However, a lot of information on cosmetics were also obtained through TV. Therefore, if fashion companies use both internet and TV for advertising, more effect on purchasing might be obtained. The design and color are important standards for selecting clothes. However, the quality and price of clothes are essential standards for purchasing cosmetics. Therefore, for fashion companies, they need to pay more attention to design and color. However, for cosmetic companies, they need to take notice of quality and price. When image words were extracted, fashion images showed the following words: natural, romantic, elegance, casual, and avant-garde, while makeup images showed romantic-casual, elegance, avant-garde, and natural. Regarding the interrelationship between fashion style and makeup style, natural and casual fashion style were harmonized with natural makeup while romantic fashion style was associated with romantic makeup. The fashion style of elegance and avant- garde was associated with elegance makeup. Therefore, similar images were found between fashion and makeup styles.

• Journal of Fashion Business
• /
• v.25 no.4
• /
• pp.125-140
• /
• 2021

Recently, flexible displays have been used as part of fashion beyond the concept of parts for electronic products. The flexible display applied to wearable fashion products flexibly bends according to the wearing position of the human body and, at the same time, decorates the fashion product more splendidly through the screen on which images or videos are displayed. Flexible displays, which are used for clothes and accessories, combine analogue fashion sensibility with digital screens to create a new level of convergence product design and expand the range of fashion design and fashion materials. This study aims to analyze the trends of the development and commercialization of fashion products that use flexible displays. As a research method, theoretical research and empirical research through case analysis were conducted in parallel. First, as a theoretical study, the morphological and technical characteristics of flexible displays were examined. Through theoretical studies, the effect of the characteristics of flexible displays on the development of wearable fashion products was investigated. Second, as an empirical case study, the design of wearable fashion products using flexible displays over the past 10 years and the characteristics of the displays used in the products were analyzed. Based on the characteristics analyzed, the product design, display and product integration methods and the commercialization stages of wearable fashion products using flexible displays were analyzed.

• Journal of Fashion Business
• /
• v.27 no.3
• /
• pp.150-165
• /
• 2023

The purpose of this study is to propose a fashion design creativity convergence education program based on creative thinking that can be effectively used to create a creative fashion design in the fashion education field, and to verify the suitability of this program and its effectiveness in improving creativity. To this end, a fashion design creative convergence program combining divergent thinking and convergence thinking was designed, and an experimental study was conducted among college students in the fashion design department. Creativity evaluation was conducted by evaluating students' creative ability and creativity of fashion design results. In addition, an open survey was conducted to collect learners' opinions on the suitability of the program and the convergence process of divergent and convergent thinking. As a result of this study, it was found that the fashion design creative convergence education program based on creative thinking improves the creative competency of major learners of fashion design and is the learning performance competency in the process of producing creative results. This study is meaningful as it is a basic study that proposes a fashion design education program to foster the creative competency of fashion design majors, and is expected to be used in various ways in the educational field.

• Journal of Fashion Business
• /
• v.28 no.1
• /
• pp.51-67
• /
• 2024

Recently, as the "Kidult" culture has become the culture of life, the vintage fashion doll market is rapidly emerging. This change, coupled with a tendency to cherish childhood memories among adults, shows a phenomenon that vintage dolls are gaining popularity. This study explored the possibility of creative fashion doll clothing design, aiming to satisfy consumers' more diverse and unique emotional needs and provide new perspectives and inspiration to the doll fashion industry and the fashion doll industry. Therefore, this study attempted to propose a fashion doll costume design using the Y2K fashion style that is currently popular. Based on publications and prior research considerations, the Y2K fashion style could be categorized into four main styles: 'Future Technology', 'The Matrix', 'Millennium Spice Girl', and 'Harajuku'. Based on characteristics of these four styles, this study designed and produced eight stylish doll costumes incorporating the Y2K style under themes of 'Ex Machina', 'Digital Warrior', 'Rebelious Sugar', and 'Harajuku Dopamine'. This can inspire fashion doll costume design and production based on trendy styles. This study can be a useful foundation for presenting more diverse directions for fashion doll costume design.