• 패션비즈니스
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• 제5권3호
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• pp.95-109
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• 2001

The purpose of this study was for analyzing the fashion design imaged by Kimono in the 1990s. Through the work, what is the way to create the non-western fashion design can be found. For this purpose, I took my design data from fashion magazines in the 1990s, and referred to the literal materials about history of western costume and Kimono. The result were as follows ; Kimono in Japanese denotes thing to wear. Ki is derived from the verb kiru, to wear, and mono, thing. However, in the western world the term came to mean the T-shaped outer garment formerly known in Japan as the kosode. It is consists of sleeve(sode), wide sash(obi), hemline(suso), collar(eri), and material. There were many complex reasons for its diversity in the west, and for its evolution during the past one hundred years from the peignoir including exoticism, eroticism, women's liberation to the high fashion imaged by folklore and avant-garde. Therefore the fashion design imaged by Kimono was divided into feminine style, natural & folklore style, modern & avant-garde style.

• 패션비즈니스
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• 제9권4호
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• pp.161-169
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• 2005

The purpose of this study was to examine effectiveness of congruence between brand image and advertisement model on fashion advertisement effect. 206 female college students were surveyed for this study. For this study, three hypothesis were set up as follows: First, if fashion brand image and advertisement model image are in congruence, consumers' product preference would be higher, compared to in disharmony. Second, if fashion brand image and advertisement model image are in congruence, consumers' advertisement attitudes would be higher, compared to in disharmony. Third, if fashion brand image and advertisement model image are in congruence, consumers' purchasing intention would be higher, compared to in disharmony. As the results, three all hypothesis were accepted. Based on these results, fashion marketing strategies regarding advertisement would be suggested.

• 패션비즈니스
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• 제10권2호
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• pp.166-180
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• 2006

The purpose of this study is to analyze the fashion images and the aesthetic characteristics of hand work imaged design. The 'hand work' has not only affected the contemporary life style but also the current fashion trend. The primary source of data has been a collection of recent books, news repots, and many articles from various kinds of mass media and fashion magazines since the year 2000. The results of this study can be summarized as follow. First, hand work imaged fashion design can be divided the background into three parts : post-materialism, aesthetics of slowness, personalize trend. Second, hand work imaged fashion design can be identified with the following images : folklore & craft image, second hand image, high touch image. Third, the aesthetic characteristics of hand work image reflects the concepts of sustainability and process communication.

• 패션비즈니스
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• 제10권3호
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• pp.69-77
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• 2006

This paper studied the effects of consumers' fashion item sales promotion attitude, depending on different sales promotions (monetary vs. non monetary) and sales promotion benefit timing (immediate vs. delayed) in fashion stores (high involvement product brand vs. low involvement). Three hypotheses were developed. H1; Monetary promotion is more effective than non-monetary promotion in fashion stores. H2; Immediate benefit is more effective than delayed benefit for both monetary and non-monetary promotions in fashion stores. H3; High-involvement fashion brand is more promotion elastic than low-involvement. Data were solicited from 300 female college student and $2{\times}2{\times}2$ between subjects experiment were designed. The results found out that monetary sales promotion effect was more positive than non-monetary and H1 was supported. Furthermore immediate benefit method was more effective than delayed benefit and H2 was supported as well. Significant interaction between sales promotion type and benefit timing was obtained. However, brand involvement effect was not found to the sales promotion attitudes.

• 패션비즈니스
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• 제13권4호
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• pp.154-162
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• 2009

The purpose of this study was to examine if there are the differences in advertising effects among three fashion sexual advertisements in terms of sexual appeal levels(high/medium/low). Through three pre-tests, three stimuli were chosen for this study. Three hundred female college students in Seoul participated in this study. For data analysis, descriptive statistics, factor analysis, ANOVA analysis, and reliability test were used. The results were as follows: First, from the factor analysis on advertising attitudes, three factors such as emotional, behavioral, and cognitive factors were produced. Second, there were significant differences in three sexual appeal levels among three advertising attitude factors. Third, there was also a significant difference in three sexual appeal levels on brand attitude. Finally, there was not a significant difference in the sexual appeal levels on purchase intention. Based on these results, this study would provide significant and efficient fashion advertising strategies to fashion advertising marketers and advertisement creators as implications.

• 패션비즈니스
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• 제6권3호
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• pp.60-68
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• 2002

Fashion has been affected by the change of periodic conditions. A good example is found in the relationship between fashion and periodic conditions before and after World War I in the U.S. During the pre-wartime, the artificial silhouette achieved through using devices like the corset was popular and then women's dresses were very decorative and gorgeous using a wide variety of details. S-curved silhouettes and Paul Poiret's style will be reviewed as distinctive shapes of pre-war fashion in the beginning of the 20th Century. Through the war, women's rights improved enormously, the use of the automobile increased tremendously, and various kind of sports, the movie industry and ready-to-wear market developed very much. Women's clothes also changed to be much more practical and functional in post-war fashion. It seems that fashion is affected by the change of periodic conditions.

• 패션비즈니스
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• 제7권5호
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• pp.45-53
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• 2003

Rei Kawakubo is known for her provocative aesthetics: she often deliberately seeks beauty in what is seen by convention as taboo. With her highly informed and invariably provocative aesthetic, Rei Kawakubo has advanced historical forms of dress using radical functional and structural transpositions. She is considered as a pioneer showing firmly important elements of modern fashion design in her works by fashion journalists. In this paper, I'd like to analysis features of modern fashion design through Rei Kawakubo's works. I will analysis important elements of Rei Kawakuvo's design and devote study of the connection between the feature of her design and the feature of modern fashion design.

• 패션비즈니스
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• 제23권1호
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• pp.127-144
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• 2019

The purpose of this study is to clarify the phenomenon and characteristics of fashion in before Orientalism by examining the environmental changes and factors of East - West cultural exchange from the 16th century to the 18th century. To this end, this study examines the development of political and diplomatic relations, the growth of economy and trade, the investment of culture and arts, and the development of industry and technology. The research method used was the analysis of previous literature research and visual data. The result were as follows; the characteristics and phenomena in fashion in before Orientalism were symbolism as a privileged whole, applying to special clothing area, variety and splendor of fabrics, change of costume design, and a trend of exotic taste. Before Orientalism, the perspective of Orient in Europe can be seen as having the positive aspects cause of developing fashion and a negative aspect coming from an incorrect understanding and a bias.

• 패션비즈니스
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• 제26권6호
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• pp.64-81
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• 2022

Many fashion brands provide sophisticated customization services with advanced technology. Previous studies have revealed that a high level of customization aided by technology positively influences purchase intention. However, since fashion products are society-approved symbols, brand prestige and consumer propensity are expected to affect purchase behavior of customized products. This study aims to identify the purchase decision mechanism of customized products by identifying the relationships among self-expression, brand prestige, narcissistic disposition, and purchase intention. An online survey was conducted on 220 Korean women in their 20s and 30s with customization experience. The results of the data analysis showed that the affluent customization area and narcissistic disposition positively affected purchase intention. Surprisingly, when brand prestige was high and narcissistic disposition was low, the more affluent the customization area, the higher the purchase intention. However, for higher narcissistic disposition, no significant relationship was found between the customization area and purchase intention. This study provides insights into discriminatory customization strategies based on consumer propensity and the brand prestige level when providing customization services in fashion brands.

• 패션비즈니스
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• 제15권1호
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• pp.158-170
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• 2011

The purpose of this study was to examine how recently fashion corporate did use SNS applications for their product promotion strategies as case studies, and to provide what kinds of SNS marketing strategies would be developed for fashion corporate. Specifically, this study was focused on Twitter among SNS applications. For this study, Internet webs, news paper, articles, and other press work were used for resources. Five fashion corporate such as Buckaroo, MLB, North Faces, Kolon, and ABC Mart were analyzed. As the results, first, fashion corporate used Twitter as the marketing tool for their product promotion. Second, they tried to make an increase the numbers of Twitter follower from their customers. Third, Twitter was used for making higher customer loyalty by fashion corporate through a variety of program such as special events, game, music, or viral marketing. However, there were still some limitations on fashion corporate's Twitter usage, compared to other non-fashion corporate. Thus, fashion corporate needs to provide more creative and unique Twitter marketing strategies. Therefore, based on these results, fashion brand merchandising marketing strategies of fashion products would be provided from this study.