• International Journal of Costume and Fashion
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• v.10 no.2
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• pp.51-59
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• 2010

This study regarded fashion selection criteria as clothing consumption value and desired fashion images, and examined selection differences according to regional subculture groups. Clothing consumption value is a direct value that people seek with clothing products and a perceived value which is divided into emotional, social, price, quality values. Fashion image which is a feeling communicated to others by wearing a certain fashion style is the most superficial value. Multivariate Analysis of Variance (MANOVA) was performed to test the differences between regional subculture groups in clothing consumption values and desired fashion images. We found some differences in clothing consumption value specifically in emotional value and social value. The group differences were remarkably significant in fashion image comparison. 'Kang-nam' group pursued 'lively', 'sophisticated', 'charming', feminine', 'gorgeous' image more than 'Kang-buk' group. While 'Kang-buk' group produced lower scores in ideal fashion images, the group had significant higher seeking in 'sportive' image compared to 'Kangnam' group.

• Journal of Fashion Business
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• v.21 no.6
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• pp.1-15
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• 2017

This study examines the various responses of Chinese consumers, depending on the nationality of the fashion advertising model featured in an advertisement; it explores the effects of a congruence between self-image and advertising image (CSIAI) on consumer attitudes. This study was conducted by collecting data online; 200 samples selecting a Korean model and 200 samples selecting a Chinese model with a fashion brand were analyzed. A structural equation model confirms the conceptual framework for the influence of CSIAI on consumer attitudes and purchase intentions. The results show that the perceived CSIAI of consumers positively influences their attitude toward the advertising and the brand, and further, that advertising and brand attitudes significantly affect the purchase intention of consumers. This positive relationship is moderated by the nationality of the model. These findings suggest that the nationality of the model can serve as an important retail mix for global marketers. Other results and management implications are also discussed.

• Fashion & Textile Research Journal
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• v.10 no.2
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• pp.220-227
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• 2008

The purpose of this study was to investigate the relationship between the image advertising of a college and the college image, and the behavior of choosing a college and a major. Data were collected from students of 4 colleges in Daegu. Convenienced sampling was performed, and 259 responses were used for analysis. In the statistical analysis, factor analysis and regression analysis were used for verification. The results were as following; The image advertising concept of a college constituted one factor, and the college image consist of the college's internal image factor and the external image factor. It shows that the image advertising of a college/the college image has a direct influence on the behavior of choosing a college and a major. Furthermore, through interaction with the college image, the image advertising also has an indirect influence.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.7 s.155
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• pp.1135-1145
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• 2006

The purpose of this study was to identify the desired seIf-images of male college students according to situations, and to construct fashion product unities bought by male college students for different situations. Empirical data were collected by self-administered questionnaires distributed to male students at 4 universities and 2 colleges in Daegu and Gyeongbuk area during June 2005, and 346 were analyzed, eliminating incomplete ones. Subjects were required to respond to 32 desired image words in 4 different situations respectively: school, meeting girlfriends, ceremonies, and exercises. As a result of factor analysis on desired self-image words, 5 factors were determined: refined image, sporty image, classic image, natural image and simple image. Based on the desired self-image factors, male college students were classified into 3 groups: selective image management group, passive image management group, and active Image management group. Fashion product unity of male college students for the school setting was consisted of round shirts, jeans, running shoes, bags and watches. Aloha shirts/knitted shirts/V-neck shirts, cotton pants/jeans/semi -formal pants, formal shoes/running shoes and watches were the fashion product unity for the setting of meeting girlfriends. For the setting of ceremonies, the fashion product unity included Y-shirts, formal dress, formal shoes, neckties and watches. And for the setting of exercises, the fashion product unity included cotton shirts, training suits, running shoes/jogging shoes/basketball shoes, armguard and caps.

• Journal of the Korean Society of Costume
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• v.66 no.7
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• pp.50-68
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• 2016

The objectives of this study are to identify the self-image and preferred fashion styles that Korean career women seek in different daily situations, and to propose a positioning map in accords with the findings. The study conducted a survey and in-depth interviews. The study used twenty items of self-image adjectives extracted from existing studies, and eighteen fashion style stimuli collected by examining women's wear brands. The study surveyed 329 career women. Their daily situation was classified into five situations; external meeting and presentation, ordinary work, wedding and family gathering, blind date or date, and meeting with friends and acquaintances. The analysis results of this study showed that self-image and fashion style preferences are relevant to daily situation. The image most sought in external meetings and presentation was the 'Elegant' image, and the image most sought in meetings with friends and acquaintances was the 'active' image. Women on dates or blind dates sought the 'feminine' image the most, however they preferred to avoid this image during external meetings and presentations. Among fashion styles, the 'elegant/classic' style was most preferred, and the 'sexy/avant-garde' style had the lowest preference among all the styles. 'Mannish' was preferred in ordinary work and meeting with friends and acquaintances, however, it was shown as having the lowest preference level in blind dates or dates. The 'romantic/natural' style was highly preferred in meeting with friends and acquaintances, however it had a low level of preference for external meetings and presentations. This study has significance in providing practical information to utilize in fashion industry by identifying the relationship between self-image and preferred fashion style sought by career women according to daily situation, and using the results to propose a positioning map.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.2
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• pp.303-314
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• 2001

The purposes of this study were 1) to identify different sub-segments of tourism market in Cheju island based on fashion image of clothing souvenir and 2) to provide manufactures with useful information for developing cultural fashion goods related to Cheju island. The data were collected via a self-administered questionnaire from 192 female tourist(20-59 years old) in Cheju and analyzed by factor analysis, cluster analysis, one-way ANOVA and $\chi$$^2$-test. Six factors of fashion image were found image were found and labeled as: Sexy/feminine, wild/mannish, easy/simple, Cheju, ecology, natural image. Four factors of benefit sought were also identified: Practicality/economic-value, fashionability/preference of design, reputation and souvenir-value. Three groups were identified based on fashion image sought: Image of primitive nature(G1: 37.7%), image of nature in the city(G2: 20.1%), sexy/feminine image(G3: 42.2%). There were significant differences among sub-groups in age, fashion innovation, benefit sought and intention of buying Gal-ot. Younger females(20-30 ages) were included more in group 1 than group 2 while older females(40-50 ages) were included more in group 2. Group 1 had a higher score of fashion innovation comparing group 3. Group 1 had the highest scores on practicality/economic-value and souvenir-value. However, group 2 placed the highest importance on reputation as well as practicality/economic-value and group 3 had the lowest scores on all types of benefit. Group 1 and group 2 had intention of buying Gal-ot more than group 1. Based on the results of this study, manufactures may implement target marketing strategies on group 1 which sought the image of primitive nature and group 2 which sought the image of nature in the city.

• The Research Journal of the Costume Culture
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• v.11 no.6
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• pp.852-866
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• 2003

The purpose of this study is to analyze how the women's fashion with the androgynous image(fashion item, adornment) which has appeared on our specialized fashion magazine from 1986 through 2000. As a result of this study I drew the following conclusion. First, masculine image led the market in the first stage of mid 1980 in a men's wear oriented trend that the woman wear masculine style jacket, pants and blouse. In hair style, the short hair of the masculine image was used habitually but the make-up was tend to be made heavily. The ambivalence of the sex was also showed up by expressing the feminine image on the masculine image using the accessories like necklace, earing and bracelet. Second, unlike the first stage, it showed that more and more feminine image was accepted in the second stage of early 1990. The jacket, blouse and pants were rooted as the basic item in women's fashion. The feminine style of long hair and natural make-up with the androgynous image were increased. Third, in the third stage of the late 1990, the fashion items to the comfortable dress of light weight as the life style pursuits the activity and convenience. The feminine image were appeared naturally with a long hair style and natural make-up with the androgynous image. The remarkable features in the fashion accessories were that boots and low shoes were preferred by the increase of the masculine image shoes and the sneakers were seen a lot by the effect of the sports boom.

• Korean Journal of Human Ecology
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• v.12 no.4
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• pp.539-552
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• 2003

The purpose of this study was to find out the proper evaluative words and colors according to various fashion images and to classify the fashion images according to certain criteria. 13 books which included the content of the fashion images were selected to draw evaluative words and colors. Evaluative words and colors were found out as follows: classic image-traditional, classical, conservative and brown, wine, dark yellow, modem image-intelligent, rational, westernized and achromatic color, cool colors, elegance image-dignified, graceful, chic and greyish tone, pale tone, romantic image-cute, lovely, girlish, natural image-natural, comfortable, gently and brown, ivory beige, khaki, casual image-energetic, comfortable, active and red, yellow, blue family. The classification of fashion images according to various criteria were as follows. According to sex: feminine-elegance, romantic, pretty and masculine-mannish, dandy, military. According to time: past-conservative, traditional, classical, and present-modern, contemporary, sophisticate. According to formality: formal-formal wear of classic, elegance, mannish, dandy style and informal-natural, casual. According to intelligence, the elite style-modern, elegance, classic, sophisticate and the public style-casual, natural.

• Journal of the Korea Fashion and Costume Design Association
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• v.10 no.2
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• pp.11-25
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• 2008

John William Waterhouse (1849-1917) is a painter renown for his romantic beautiful femme fatale images in the late 19th century in England. The purpose of this study is to examine the fashion in Waterhouse's femme fatale images. Waterhouse displays the devilism of femme fatale by the symbols of a wicked woman. He emphasized how wicked she is by means of water such as lake, river, and sea as well as symbols associated with demons such as forest, cave, naked woman, long hair, a monster-headed woman looking like an animal, water lily, and garden. On the other hand, he illustrates the woman's style as an image of a typical feminine beauty. Expressing naturally a fine-curved, immature girl's body with marvel-like white and clear skin in a kneeling down or crouching passive rose and depicting it as an innocent and fragile feminine image, he created a passive and lovely image of a young girl. With her eminent beauty and sex appeals, she lured men into danger. Words such as evil, women, and death had been used in describing her as femme fatale to emphasize her wickedness as well as to deliver the meaning across from the inside and to the outside. They also described her as a type of woman with body posture and fashion corresponding to the sexual ideology during the Victorian Age. His description of this fashion image was to show that femme fatale's fashion, which represents attraction and fatality, does not necessarily translate to an active fashion style that emphasizes sensuality. It also tends to minimize resistance and feelings of being threatened. Therefore, it allons us to acknowledge that even girlish body with innocent and frail-looking fashion can be a form of femme fatale, and that fashion styles is essential in forming the image of femininity.

• Journal of Fashion Business
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• v.8 no.3
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• pp.49-58
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• 2004

In the modern society, already a popular and public part of fashion, hair coloring has the effect of optical illusion on image. This study therefor aims to reveal the effects of varied and fashionable hair coloring on the body images. This is a combination of an actual examination and an experimental study. In order to know the effects of hair colors on body image, 230 female collegians residing in Busan were given a questionnaire on the reality of hair dyeing. Based on the actual research, one subject was selected and stimuli were manufactured. The analysis and examination of the effects of hair dyeing have produced the following conclusions. (1) As a result of dispersion analysis about the image effect according to hair colors, a meaningful difference is recognized in the item and indicates that hair color variation influences the image effect. (2) As a result, extracting the factors that hair colors can influence the image, 3 factors were extracted. The first factor is an intellectual image, the second factor is an active image, and the third factor is a comfortable image. (3) Image effect in hair colors are as same next. Red and Orange color clearly indicate the image of 'charismatic', 'lively', 'positive', 'active', 'light' and 'gorgeous'. Blue and Green color indicates the image of 'unfriendly', 'hard', 'cold' and 'uneasy'. White color indicates the image of 'unfriendly', 'charismatic', 'gorgeous' and 'impure' then Black color has images of 'friendly', 'intellectual', 'indignified' and 'pure'. In other words, the result indicates rather a different tendency comparison with the general color image.