• The Research Journal of the Costume Culture
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• v.25 no.3
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• pp.405-418
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• 2017

The purpose of this study is to investigate changes in the rental Hanbok market and consumer during the past 10 years. This study was done by analyzing internet news about rental Hanbok and in-depth interview. The results provide basic data that can be used to understand the rental Hanbok market. Results showed the followings: First, the rental Hanbok market has expanded and consists of two types of rental Hanbok; ceremonial and experiential. The experiential Hanbok is new but a big part in rental Hanbok market. It is not existed until 2007 but it accounted for more than 60% of internet news about rental Hanbok in 2016. Second, there is a significant difference in consumer behavior between the two types of rental Hanbok. Ceremonial Hanbok showed consistent consumer behavior between 2006 and 2016. Consumer want to get benefits such as TPO(occasion suitability), economy, exhibition, trendy and exceptionality through renting Hanbok. On the other hand, experiential Hanbok, consumers are motivated by having unique, conformity and sharing memories. Based on these results, different sets of information reveal the unique features of the two types of rental Hanbok. And also needed to develop new designs and marketing strategies for them.

• Fashion & Textile Research Journal
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• v.10 no.1
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• pp.68-75
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• 2008

Demands and attempts to express Korean traditional beauty are increasing. Some schools choose the uniform in designs expressing the image of Hanbok, but recently there is a few increment of wearing the uniforms. For the improvement of the uniforms, first of all, the shape and the clothing materials of the uniforms should be considered. We have compared and analyzed the shape and the clothing materials of the uniforms reflecting the image of Hanbok, according to seasons and clothing items. The uniforms reflecting the image of Hanbok were worn in eight schools and all of them are Saenghwal Hanbok style. The shape of Saenghwal Hanbok school uniforms showed both Korean style and western style characteristics. Korean style characteristics were expressed through the appearance-related parts while western style characteristics showed through the performance-related parts such as open/closure method, armhole pattern and straight sleeve line. It was shown that girls' uniforms are more diverse and similar to the western style uniforms than boys' uniforms. It was found that most of the clothing material were synthetic fiber or mixture of natural/synthetic fiber, and polyester was shown to be used most.

• Journal of the Korea Fashion and Costume Design Association
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• v.19 no.4
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• pp.139-155
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• 2017

This paper identified the values and awareness of Koreans in 20s regarding Hanbok, the traditional clothing of Korea, and proposed an approach to promote the traditional clothing culture. The subject of the survey were male and female Koreans in their 20s who wear modern street clothes in places people frequently visit including in the metropolitan area and Chungcheong-do as well as those who wear Hanbok in Seoul and Jeonju, Jeollabuk-do. In accordance with the analysis of the survey, Koreans in their 20s rented Hanok rather than buying it. The respondents wore Hanbok for events, festivals or national holidays or while travelling. Elements to improve in Hanbok rental services were designs, materials, washing and stains. The decision factors for renting Hanbok were 'personal tendency' and 'advice from an expert.' While Koreans in their 20s had a positive awareness of Hanbok, they thought it was difficult to buy, rent and put on Hanbok and that it was not comfortable to wear. There was not sufficient opportunity and means to wear Hanbok due to insufficient accessories or shoes to match. On the basis of the analysis of the survey results, the following approach was proposed for the development of the traditional clothing culture. First of all, develop traditional clothing designers who can satisfy the personalities of Koreans in their 20s. It is necessary to develop experience-focused and participatory programs that provide systematic education regarding traditional clothing to pass down this tradition. In addition, it is necessary to create a social and cultural atmosphere that enables the Koreans in their 20s to easily wear Hanbok by popularizing Hanbok.

• Journal of Fashion Business
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• v.23 no.4
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• pp.68-85
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• 2019

The purpose of this study is to analyze the characteristics of the New-Hanbok styling of online shopping mall, and to also suggest a solution to the problems of the New-Hanbok styling and develop a progressive plan. The research method was to search six keywords related to 'Hanbok' in the search portal 'Naver' and select 14 Hanbok brand companies. A total of 412 pictures of products for the model used on main screen were analyzed among 14 companies. The results of analyzing the New-Hanbok styling are as follows. First, the New-Hanbok styling showed the unstructured characteristics like unconventional arrangement after getting out of the fixed form of traditional Hanbok styling elements. Secondly, diverse images were represented as the hairstyle and makeup were highlighted as the elements of New-Hanbok styling. Thirdly, the new, fresh, trendy, and fashionable New-Hanbok styling was shown through the mix-and-match of traditional Korean-style accessories and fashion jewelries. However, regarding the New-Hanbok styling shown in online shopping mall, the overlapped items were especially found while the difference in material, pattern, and color required to overcome this problem was insufficient. It was lacking in the styling consistency for the establishment brand image while the awareness of the importance of accessory styling was insufficient. The brand competitiveness of the New-Hanbok could be secured by raising awareness on differentiation, consistency, and importance through the styling elements such as item composition, material, pattern, color, hairstyle, makeup, and accessory of brand.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.3
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• pp.454-461
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• 2008

The object of this study was to investigate the attitudes toward the school uniforms with Hanbok image and design preferences for the improvement of the uniforms. Subjects were high school students wearing the westernstyle school uniforms. Questionnaires were distributed to 480 students and 400 responses among them were used for data analysis. Students replied to the questions about the attitudes toward the school uniforms with Hanbok image and the wearing of the uniforms, preferred design, and subjects' characteristics. Using the SPSS program, frequency and percent ratio of data were determined and t-test and $X^{2}$ test were performed. As the results, students' attitude toward the uniforms with Hanbok image showed to be positive, and girl students were more positive than boy students but they didn't want to wear the uniforms. It revealed that students wanted to be expressed Hanbok image in the uniforms partially and to be conceived their image warm, peaceful and smooth. It is concluded that the school uniforms with Hanbok image should be designed to display Korean traditional beauty and Hanbok image partially at the neckline or the end of the sleeve, keeping the shape of the westernstyle uniforms.

• Journal of the Korean Society of Costume
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• v.60 no.2
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• pp.130-143
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• 2010

Hanbok industry is not based on a consumer-oriented market system, which is related to poor competitiveness in various areas, such as product planning, marketing, and flow of raw materials. The purpose of this paper is to design and conduct an empirical study on important aspects of consumers. experiences and perspectives about Hanbok, and thereby aims to provide much-needed guidance about ways to promote the Hanbok market. Out of 1065 questionnaires distributed, a total of 1039 was returned with responses and used for analyses. The respondent sample included consumers of various background characteristics in their residential areas, age, gender, education levels, and income levels. Cronbach's alpha and a factor analysis were employed for the reliability and the construct validation of the survey instrument. One-way ANOVA associated with post-hoc comparison tests was used to investigate differences across different demographic subgroups of consumers. The results show that consumers generally view Hanbok as one of the formal dresses, worn one or two times per year for traditional events or ceremonies. Consumers tend to show negative opinions about the pricing, and the inconvenience in cleaning and wearing Hanbok. However, consumers think very highly of the aesthetic values, the gracious styles, and the iconic identity of nationalism of Hanbok. This study suggests that Hanbok for modern consumers should be considered as clothing for a ritual, rather than clothing to reconstruct to be fitted to modern daily lives. Hanbok should be promoted as part of up-scaled and differentiated traditional cultures, as clothing that represents and enhances the traditional elegance and beauty unique to the Korean people.

• Journal of Korean Home Economics Education Association
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• v.32 no.2
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• pp.1-17
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• 2020

The purpose of this study is to develop and evaluate the effect of a teaching-learning plan for teaching about Hanbok to high school students. Results of this study are as follows. First, learning themes in the teaching-learning plan were selected so that the learning objectives could be achieved by gradually advancing from understanding to exploring and finally practicing. Teaching and learning activities for conceptual classes focused on students' exploration and thinking processes. For Making project, students were asked to complete a group artwork using characteristics and images of Hanbok while applying creative thinking and collaboration. Second, the teaching-learning plan was evaluated by comparing students' pre- and post-test scores of knowledge in, perception of, and attitude toward Hanbok; and by analyzing students' journal of reflection and teacher's observation diary. The mean scores of high school student' knowledge, perception and attitude of the post-test were significantly higher than those of pre-test. The content analysis showed that students gained extensive knowledge toward Hanbok and found new values through their classes. Making practices with generation of creative ideas and collaboration has been effective in training a self-directed and a creative learner.

• Journal of the Korean Society of Costume
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• v.64 no.5
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• pp.154-167
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• 2014

This study explored culture adaptive attitudes and donning practices of traditional dress among Chinese marriage immigrant women. Quantitative research was conducted on Korea-Chinese multicultural families. Participants were 291 married women in Seoul and Gyeonggi Province. The data was analyzed using frequency analysis, factor analysis, t-test and correlation analysis. The findings are as follows: First, positive relationship was found between Hanbok acceptance attitudes and Qipao transmission attitudes. The level of Qipao transmission attitudes was higher than Hanbok acceptance attitudes especially in the part of knowledge. Han Chinese showed stronger Qipao transmission attitudes than Korean Chinese. Immigrants without Korean nationality had stronger Qipao transmission attitudes. Higher education group and higher income group showed higher level both on Hanbok acceptance attitudes and Qipao transmission attitudes. Second, more than 50% of Chinese marriage immigrant women wore Hanbok once or twice per a year. On the other hand, only 24% of them wore Qipao. This result shows that there exists a gap in the Qipao transmission attitudes and donning practices. 44% of women wore both Hanbok and Qipao in their own wedding ceremony, 32% wore only Hanbok, and 19% wore only Qipao. 64% of women had an experience of wearing Hanbok on special days such as traditional holidays or family affairs, whereas only 29% had worn Qipao.

• Journal of the Korean Society of Costume
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• v.65 no.6
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• pp.63-78
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• 2015

This study explored culture adaptive attitudes and traditional dress donning practices among Japanese women who immigrated to Korea after marrying Korean men. Quantitative research was conducted on Korean-Japanese multicultural families. Participants were 233 married women who emigrated from Japan to Korea currently living in Seoul and Gyeonggi Province. The data was analyzed using frequency analysis, t-test and correlation analysis. The findings were as follows: First, a positive relationship was found between Hanbok acceptance attitudes(HAA) and Kimono transmission attitudes(KTA). Both HAA and KTA had a positive relationship with ethnic identity. 43.3% of the respondents thought that they belonged both to Korean and Japanese ethnicity, 30.5% to Korean ethnicity, and 26.2% to Japanese ethnicity. Similar tendency (64.8% to bicultural identity, 31.3% to Korean, and 3.9% to Japanese) was found in the ethnic orientation towards their children. Both HAA and KTA had no difference in accordance with nationality, education and income level. Second, 70.4% of women had no experience of wearing Hanbok, and 90.1% had no experience of wearing Kimono. The women mostly wore Hanbok and Kimono for social events and family weddings.

• Journal of the Korean Home Economics Association
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• v.48 no.2
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• pp.75-83
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• 2010

Hanbok Chima, a Korean skirt, with large-volume should have an archetypal drawing model for appropriate cultural and historical accuracy. In order to develop new Hanbok Chima archetypal drawings we drew a skirt by connecting height with a design structure adopted from Jeogori, a Korean jacket. As a result, an archetypal drawing was developed from which circumference of lower width of Chima, size of pleats in waist circumference, and length of Chima as well as a scheme of layering Chima and Jeogori can be obtained. In this drawing, width of Chima can increase or decrease naturally according to height. However, in case of same heights and different chest circumferences if 2.5cm of additional value is provided for every 5cm increase in chest circumference, Chima of any size can be made based on this drawing. In conclusion, given the demonstrated practicality of designing a Hanbok Chima with large-volume based on archetypal drawings, it is expected that the results of this study will provide useful scientific data for Korean costume designs.