• 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.18 no.5
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• pp.564-576
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• 2016

This study analyzes and classifies dresses by fashion designers worn in 10 fashion show seasons for haute-couture finales over the last five years(from 2011 S/S to 2015 F/W). The analysis of dresses are divided into 6 sections: classic image brands, new launching brands, designer's image changing brands, continuous image brands, reentry collections brands, and non-continuous participated collection brands. In addition, fashion designer dress types based on this analysis are as follows. First, the type of individual image displayed positively appeals individual identity in fashion shows when wearing clothes like a fashion icon or model. Second, the type of personality orientation shows the personal image of the fashion designer rather than a brand image when expressing a favorite dress. Third, the type of reflecting the season trend shows seasonal trends by wearing a similar dress that match with the fashion show theme. Fourth, the type of consistent brand image means a dress by a fashion designer that meets a characteristic image of a brand that appeals to many people. Fifth, the type of original and typical fashion designer is a casual style(like a shirt and pants) that most people consider a fashion designers dress when leading and operating their own fashion show.

• Journal of Fashion Business
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• v.18 no.6
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• pp.67-85
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• 2014

This study compares and analyzes the fashion industry of Korea with that of China and Japan, the two countries geographically and culturally adjacent to Korea, by applying the generalized double diamond model to find useful measures to strengthen the global competitiveness of the Korean fashion industry. The fashion industries of Korea, China and Japan were first compared in terms of the four determinants of the double diamond model: thereafter, the double diamond model of Korea, China and Japan were compared. In this, study 31 sub-variables were extracted to measure the eight determinants and secondary data were collected from selected sources between January 2013 and May 2014. The results of comparing the domestic diamond models showed that: China is considerably better than Korea and Japan in terms of demand conditions, firm strategy, organization, and competition conditions while Japan is superior in terms of demand conditions and Korea shows better related and supporting industries conditions. When comparing and analyzing the international diamond models, Japan is superior in terms of factor conditions and China has better demand conditions, while Korea has failed to lead in any of the four determinants. When comparing and analyzing the comprehensive diamond model per country, China show superior demand conditions and firm strategy, organization, and competition conditions, Japan has better factor conditions, and Korea shows superior related and supporting industries conditions.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.10
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• pp.1671-1686
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• 2010

This research presents a fashion adoption process model based on collective selection theory and examines the differences in the consumer adoption process of merchandising types at each stage of the fashion cycle. A questionnaire survey of 472 adult women was conducted for the purpose of empirical analysis of the fashion adoption process. The results show that fashionability and popularity (the primary attributes of fashion goods) have direct effects on resistance and adoption as well as indirectly through social compatibility and personal compatibility in the evaluation stage. In conclusion, on the theoretical side, this study verified the fashion process model according to consumer participation in the adoption process of fashion goods existing at different stage of the fashion cycle, internally through negotiating with individual tastes, and externally through interacting with others. On the practical side, this study presented an empirical result that can apply to merchandizing strategy centered on merchandizing type by connecting consumer adoption for the fashion goods released by actual companies.

• Fashion & Textile Research Journal
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• v.17 no.5
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• pp.718-730
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• 2015

This study investigated the correlation between the level of consistency in fashion show models' appearance and design concept through a statistical and qualitative analysis of the S/S Paris Collection 2014. The following conclusions have been drawn in this study. First, the percentage of models of color was very low in regards to the physical appearance of models; in addition, there was a higher percentage of Caucasian models for collections with a high level of consistency in models' physical appearance. Collections with a high percentage of models of color indicate more casual design concepts and the promotion of diversity in racial background is considered more effective for street fashion. Second, collections with a high level of consistency in models' physical appearance tend to control various elements that constitute a physical appearance through more detailed planning and stage direction. Third, there is a tendency to reinforce design concepts by creating a consistency in the overall physical appearance of models. This affirms that their physical appearance is determined by brand (i.e. designer) and is used to maximize a design concept delivery. The results of this study suggests that the physical appearance of models must be determined in line with the design concept versus detailed planning that must consider audience perspectives as well as adjust the show's length and the interval between each model appearing on the stage.

• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.753-765
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• 2012

This study tested the validity of the six-factor model of fashion savvy which was modified from the consumer savvy scale developed by Macdonald and Uncles(2007) and explored the relationship between fashion savvy and consumer propensity to observe. Regarding the relationship, it was hypothesized that consumer propensity to observe antecedes fashion savvy. Data were gathered by surveying university students in Seoul metropolitan area, using convenience sampling, and 311 questionnaires were used in the statistical analysis. In analyzing data, factor analysis and regression were conducted. The findings show the validity of the six factors of fashion savvy, which are fashion sophistication, interpersonal network competency, online network competency, marketing literacy, consumer self-efficacy, and consumer expectations. Tests of the hypothesized relationship show that two factors of consumer propensity to observe influence fashion savvy. More specifically, the 'observing shoppers' factor positively influences all six factors of fashion savvy, whereas the 'following what others buy' factor negatively influences four factors of fashion savvy, fashion sophistication, interpersonal network competency, marketing literacy, and consumer self-efficacy. The implications of these findings and suggestions for future study are also discussed.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.7 no.1
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• pp.33-38
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• 2006

In this paper, we propose implementation of 3D fashion show animation based on web which needs a construction of 3D fashion shopping mall. The 3D model made by 3D MAX program was exported XML type and displayed on web using ActiveX of D3D library. For the purpose of fashion show animation of 3D model in various clothes which selected by customer of shopping mall, we design the parts of standard clothes with hierarchical structure and assemble them. Next, we are mapping the various textures to them and animate 3D model in similar clothes which selected by customer on web.

• Korean Journal of Human Ecology
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• v.16 no.1
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• pp.159-171
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• 2007

The purpose of this research is to analyze the difference of Structural Equation Model which shows the path between BRQ and its performance variables according to purchase product types-fashion brand types, clothing item groups. The subjects were women in their 20s to 40s living in Seoul and Metropolitan areas, and 482 copies of questionnaire were analyzed. Multi-Group Analysis of AMOS 5.0 Package was used to investigate structural equation model according to fashion brand types and clothing item groups. The results of this study were as follows. As for fashion brand types, there appeared to be significant differences between high price brand type and medium-low price brand type for three paths, namely brand satisfaction to brand loyalty, BRQ to brand attitude, and brand attitude to brand loyalty. However the verification of structural equation model according to clothing item groups showed no significant differences between formal wear and informal wear. Consequently, BRQ was proved to affect brand satisfaction and brand loyalty, and brand satisfaction was the important intermediate variable between BRQ and brand loyalty. As consumers were likely to show the difference of structural equation model according to the price of purchase goods, differencial marketing strategy would be suggested.

• Journal of the Korean Society of Costume
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• v.65 no.2
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• pp.157-175
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• 2015

The study was aimed to develop a torso-type dress form representing body features of the female fashion models in Korea. To fulfill this purpose, 5 female fashion models aged between 20 and 26 having the average body measurements of professional fashion models in Korea were selected and their 3-D whole body scanned data were analysed. The 3-D whole body scanning method enabled to generate a virtual female fashion model within the CAD system by measuring the subjects' body shapes and sizes. In addition, the virtual model's body data led the development of a standard female fashion model dress form for the efficient fashion show preparation. In order to manufacture the real dress form for female fashion models, 3-D printing technology was adopted. The consequent results are as follows: (1) the body measurements (unit: cm) of the developed dress form were: biacromion length, 36.0, bust point to bust point, 16.6, front/back interscye lengths, 32.0/33.0, neck point to breast point, 26.0, neck point to breast point to waist line, 41.5, waist front/back lengths, 34.5/38.5, waist to hip length, 24.0, bust circumference, 85.0, underbust circumference, 75.0, waist circumference, 65.0, hip circumference, 92.0. (2) the body measurements differences between the developed and existing dress forms were highlighted with the body measurements of neck point to breast point and waist to hip length. (3) the body shape features of the developed dress form showed that bust, shoulder blade, shoulder slope, abdomen and back waist line to hip line parts were more realistically manufactured.

• The Journal of the Korea institute of electronic communication sciences
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• v.9 no.1
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• pp.131-136
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• 2014

In this paper, we develop a fashion products demand forecasting algorithm using ARIMA model and Wavelet Neural Networks model. To show effectiveness of the proposed method, we analyzed characteristics of time-series data collected in "H" company during 2008-2012 and then performed the proposed method through various analyses. As noted in experimental results, the performance of three types model such as ARIMA, Wavelet Neural Networks and ARIMA + Wavelet Neural Networks show 5.179%, 4.553%, and 4.448.% with respect to MAPE(Mean Absolute Percentage Error), respectively. Thus, it is noted that the proposed method can be used to predict fashion products demand for efficient of operation.