• 한국의류학회지
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• 제39권3호
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• pp.433-445
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• 2015

This study examines factors that influence consumer behavior regarding the usage intentions and repurchasing behavior of counterfeits. Based on the Theory of Planned Behavior by Ajzen (1991), this study looks at the impact of attitude, subjective norm, perceived behavioral control, as well as the moral norm of consumers about intentions to use and repurchase counterfeits. An online survey was conducted on males and females over the age of 20 with previous experiences of purchasing counterfeits; subsequently, 209 responses were collected and analyzed. The covariance structure model was used to analyze the data in order to measure the factors that influence the usage of counterfeits and repurchasing behavior. The results show that attitude, subjective norm, and perceived behavioral control have significantly positive effects on usage intentions, while moral norm has a significantly negative effect on usage intentions. Usage intentions also have a significantly positive effect on repurchasing behavior and confirmed that usage intentions functions as the mediator. The variables that influence usage intentions are attitude, perceived behavioral control, moral norm, and subjective norm, in descending order. Consumer attitudes towards counterfeits is a major factor that influences usage intentions. Therefore, ethical problems should be emphasized to encourage a negative attitude towards counterfeits. This study identifies an important aspect to show that usage intentions toward counterfeits, and not purchasing intentions, influences repurchasing behavior. Findings are significant in that they reveal the role of the moral norm variable added to the TPB model.

• 한국의류산업학회지
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• 제10권2호
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• pp.181-190
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• 2008

Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as luxury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer's experiential marketing perception by analyzing the formation process of brand attitude. The path from experiential marketing strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust. Two sports brands were selected as stimuli brands, and a survey was conducted on 286 consumers in their 20s and 30s. The study validates the importance of sense/feel marketing for apparel brands as it had extensive effects on brand affect which is highly significant in the formation of brand loyalty. As a result of comparative analysis of brand attitude and the path model of its formation for two brands which were different in consumers' perception of experiential marketing brand activities, the study realized that the higher the level of perceived experiential marketing, the higher the levels of brand affect, brand trust and brand loyalty. In particular, for brands perceived as actively engaged in experiential marketing, the path from the perception of experiential marketing activity to brand loyalty was clearly segmented between sensibility and rationality as sense/feel marketing had significant effects only on brand affect, and act/relate marketing only on brand trust. This study verifies the positive effects of perceived experiential marketing activities of apparel brands on brand equity, and proposes the strategic appropriateness of experiential marketing that embeds sensibility and feeling appeals.

• 한국의류학회지
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• 제29권6호
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• pp.847-858
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• 2005

The purpose of this study was to examine consumer purchasing behavior of the online shoppers particularly using online clothing shopping mall and to analyze the key factors of both satisfaction and dissatisfaction of their purchase and to compare the both group by lifestyle segmentation in order to provide the e-CRM strategies. Focus group interviews and survey were conducted in December, 2003 with 30 online shoppers who have an experience of online clothing purchasing. The data analysis included the content analysis, descriptive statistics, K-means and factor analysis. Key findings of the study were as follows: First, online shoppers spent average 3.5 hours on internet and usually purchased clothing while surfing the web. Second, consumers were satisfied with reasonable price and customized service but dissatisfied with delayed delivery, limited product availability in both size and color and return policy. Third, according to the lifestyle segmentation, online shoppers could be characterized as 'Luxurious', 'Trendy' and 'Prudent' 'Luxury-oriented consumers', who value fashion, diet and social activity, tended to purchase basic yet high quality products. However, 'Trend-oriented consumers', to whom fashion trend was most important, purchased various latest fashion products with reasonable price and showed generally positive response to emails sent by e-retailers. And lastly 'Prudence-oriented consumers', whose buying decision was based solely on practicality, appeared to be reluctant to purchase clothing online while seeking more credible information and competitive price. In conclusion, this study has its significance in that it helps promote relationships between customers and e-retailers by providing differentiated e-CRM strategies through each customer groups 'lifestyle segmentation and consumer purchasing behavior analysis.

• 한국의상디자인학회지
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• 제24권3호
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• pp.33-48
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• 2022

This study aimed to investigate bag purchase behaviors according to materialism value. The subjects were 443 male and female adult consumers in their 20s to 50s. The research method was a survey, and the questionnaire consisted of questions on materialism value, bag purchase behaviors, and demographic characteristics. For data analysis, descriptive statistics, Cronbach's α, χ² test, factor analysis, cluster analysis, ANOVA, and Duncan's multiple range test were performed. The results of this study were as follows. First, materialism value was derived from three factors (happiness pursuit, possession-oriented, and success judgment). Second, subjects could be divided into three groups (happiness pursuit group, success judgment pursuit group, and immaterialism group) based on the materialism value variable. Third, the derived groups showed many differences in bag purchase behaviors. The happiness pursuit group considered all bag evaluation criteria factors (practicality, aesthetics, economy, symbolism) and bag purchasing information sources factors (mass media and personal sources) more than other groups, and showed a tendency to prefer select shops and complex shopping malls as bag purchasing places. In addition, the average annual cost and frequency of purchasing bags of this group were higher than those of other groups. The success judgment pursuit group considered symbolism as a bag evaluation criteria more than other groups, and considered personal sources as bag purchasing information sources more than mass media sources, and preferred luxury stores and department stores as bag purchasing places. On the other hand, the immaterialism group considered practicality and aesthetics as bag evaluation criteria and placed less importance on all information sources than other groups, and preferred Internet shopping malls as purchasing places. This group had the lowest average annual purchase cost and frequency among the three consumer groups. This study suggested that materialism value is a useful variable to segment male and female adult consumer markets effectively, and to understand the bag purchase behaviors of consumer groups divided by materialism value.

• 한국의상디자인학회지
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• 제19권2호
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• pp.29-37
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• 2017

Due to the pursuit of individuality by modern consumers, the day has come when it is hard for design to be sustained solely by external beauty. Accordingly, products with the psychological value and brand stories are appearing, so that products that reinterpret traditional crafts are now being appreciated for their merits. Handmade goods defined as new luxury goods or products of high-quality craftsmanship are being used to enhance the consumer's individual image, and has created an unprecedented consumer stratum structure. Japan is one of the countries that actively applies traditional crafts to contemporary design and this study aims to investigate cases that are being reinterpreted in modern fashion in the theme of Boro, which is not as well known among Japanese traditional crafts. The purpose of this study is to offer basic data for designers by investigating the cases of the reinterpretation of traditional crafts. In addition, in reinterpreting traditional crafts into other fields, it is regarded as a meaningful way to contribute to a variety of other ideas. As the research method, first, the definition and kind of Boro were investigated utilizing the related literature information about the traditional fabric of Boro, which is the starting point and basis of the research. Second, Japanese aesthetic sense defined in the previous research was classified and the relationship of the anti-decorative aesthetic sense and Boro investigated. Third, after classifying the reinterpretation cases of Boro that have appeared in four major fashion collections and designer brands from 2011 to 2016 by the selected aesthetic sense, its characteristics were investigated. The search for examples of the reinterpretation of Boro uses the results of the keyword search of Boro and Boro Fashion via the internet search engine Google from April 2016 to December 2016. In addition, the search results were selected on the basis of whether the designer specified borrowing from Boro or whether Boro on the collection order was included or not. In addition to introducing an unknown fabric craft, this study also raises the methodological problems of the reinterpretation of traditional crafts. Products containing psychological value are expected to come into the spotlight in the upcoming consumer market. Therefore, as a follow-up study, it is suggested to research examples in which various crafts are being applied as products before one knows, how this creates new originality, and the limitations involved in this.

• 패션비즈니스
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• 제8권4호
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• pp.117-130
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• 2004

The purposes of this study were to find out highly market sharing young casual brands, to compare their trends of concept and competition, and to propose orientation of brand concept repositioning and marketing strategies on Department stores. Reference searching method and field searching method were used for this study. The results were as follows: 1. The brands which covered more than 50% market share included <96NY> . 2. Price range of these brands was from 130,000 to 220,000 won. The brands of upper-moderate price zone included <96NY> and they were very competitive each other. The brands of moderate price zone included and they were also very competitive between them. However, the brands of lower-moderate price zone had lower competition. This price zone might be a good point to launch new brands. 3. The main target-age of young casual zone was from 17 to 30 years. The most of brands focused on 21-25 years old, which were higher age targeted before. 4. The main concepts of these brands were 'luxury, girlish, sexy' and 'Sportism, lifestyle' were sub-concepts.

• 복식
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• 제30권
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• pp.275-294
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• 1996

In fashion there was a move away from the ascetic of the Gothic according to the appear-ance of a new spirit at the beginning of the fourteenth centuries initially in Italy. The new spirit Humanism applied their interest not to the universal but to the individual and particular. The Renaissace costume style based on the Humanism was sharp angled and curvy and had a grotesque silhouette with the exaggerated and tense decorations. The purpose of this study is researching the background led to the balanced costume style characterized by unique details. out of the tastte for luxury and beauty grew a new style known as slashing in which seams were left open and colored linigs thrust through or cuts were made in an entire cos-tume and contrasting material puffed out of the cuts. With the slashes another element was characterized in the high Renaissance cos-tume style that was the use of points or lace to hold a costume together. For the masculint costumes pads became into a fashion and were used for forming the antinatural artificial and bulky silhouettes. The body was distorted and tensed by putting the pads into the sleeves and bodice. The jacket with a full rounded bodice like a bow known as peascod belly and haut de chausses a onion-shaped trunk hose with a codipiece ap-peared and grew one of the most characteristic of Renaissance style. According to these sociological changes the view of the beauty based on the human body and in both of men and women the costume style was changed very much to emphasixed their physical beauty and finally it grew a grotesque style and even more a exposed style that exposed a part of their body. Those backgrounds as were stated above can be said to lead to the appearance of the grotesque style in the Renaissance Age.

• International Journal of Costume and Fashion
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• 제4권
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• pp.63-80
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• 2004

Elegance in dress has been mentioned as an important term for explaining a beauty of dress and a fashion image through the times in the history of dress. Nevertheless, it has been spoken indeterminately without analyzing the accurate meaning. In addition, almost all the scattered discourses of it were very limited to womenswear. The purpose of this study is to provide a framework for a better understanding of the concept of elegance and its aesthetic characteristics expressed visually on dress from the holistic viewpoint, focusing on male elegance in dress. To obtain the purpose, the documentary study and the practical analysis were carried out. Elegance in dress is based upon the idea of aristocratic taste cultivated by good breeding. It is expressed visually through not only the carefully contrived dress but also a sort of aura of dressed body with skillful ease. Its aesthetic values consist of luxury, nobility, refinement, femininity, harmony. Though male elegant styles had already existed throughout the history of dress, it was Mannerism in the 16th century which expressed ‘studied elegance’ for the first time. On the grounds of both the classification of periodic styles and the periodic values, they can be defined and categorized into Mannerism Elegance, Salon Elegance, Modern Elegance Since Dandyism, Aestheticism Elegance. In the late 20th century they can be recognised as Classic Dandyism Elegance, Soft Casual Elegance, Elaborate Heroic Elegance. Although male elegance in dress has been visualized in different ways depending on periodic values, it has essentially been a refined beauty of high class which was valued until recent years. Its common plastic features appear as soft shapes, subtle colors and delicate fabrics modulated with exquisiteness and well-adorned appearance, graceful behavior make elegant styles completed. All of elegant styles have m common with refinement, harmony as main aesthetic values.

• 한국의상디자인학회지
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• 제6권3호
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• pp.169-183
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• 2004

This study attempts to understand women's underwear culture in the Later Chosun Dynasty, by investigating the kinds and constructions of them, which formed bulky and puffed silhouette of the lower half of the body. In the middle 17th century in Chosun, Confucianism settled down as fundamental idea of society, while whole country achieved considerable economic growth. As a result for upperclass women, female virtues was demanded more than any other period in Chosun. On the other hand, lower-class women including Kisaengs, had more freedom on their clothing behaviors. According to the literature on women's dress institutions and restrictions of the extravagance, the use of kinds of high-quality silk and false hair was criticized, compared to women's clothes in China. From this, one can see the luxury and affluence of women's clothes at that time, which also reflected in luxurious underclothes. Also, the movement of class, by economic development, led to changes in the costumes of middle-to-lower class women, relaxing restrictions on clothes. Underclothes included Bosomband(가슴띠; long sashes for bosom to wrap), Sokjucksam(속적삼), and Sokchogori(속저고리; Korean blouse, worn under the chogori) for upper garment, and Darisokkok(다리속곳; basic underwear like the panty), Soksokkot(속속곳; underwear paji to be wide of hem), Sokpaji(속바지;trouser front and back opening), Tansokkok(단속곳; large size underwear like Soksokkot), Noronpaji(너른바지; paji like the skirt or paji bulky than tansokkot,), Mujigi무지기; tiered skirt for underwear), and Daeshumchi'ma(대슘치마; Korean underskirt, shape hem as a pad into form) for lower clothes.

• 대한가정학회지
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• 제45권4호
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• pp.43-51
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• 2007

This study analyzed the knit wear trend, which has gained attention as a sensuous and luxury item, through collection magazines, and used the technique of hand-knit to produce and present the knit wear that was designed based on the study results. Accordingly, the purpose of this study is to raise awareness of the expansion of hand knit's new expression techniques and expression areas and to verify its possibility as a higher value-added product. The trends of hand-knit wear resulted from the analysis of collections divided into the following four groups, and the knit designs were also grouped accordingly: First was "The design using object." The trend survey showed the results that the form of drops or flowers was often used as a factor of object. Accordingly, as for the study design, the drop-knitting technique, which is one of the pattern knitting techniques, was used to present a design that employed drops as the object. Second was "The design matched with woven material." It is a way to emphasize aesthetic formativeness and at the same time to activate the area of knit design by matching woven material, which is different from knit in texture, with knit. This study presented a design that tried to combine knit texture and woven material by connecting denim material with various textures and colors. Third was "The design to express see-through." A sense of showing through knit wear was expressed through changes in the type of thread or knitting technique. In this study, the sense of see-through was expressed using piano wires and wool threads and through changes in the thickness of needle. Fourth was "The design to emphasize coloring." It was analyzed that regarding the production of hand knit, the method of coloring expression was to express points, lines and sides or to create harmony by changing the material's color or texture to show particular objects or shapes. In this study, a jacket was designed using the method to express points, lines and sides by changing the material's color.