• Journal of Fashion Business
• /
• v.26 no.1
• /
• pp.140-157
• /
• 2022

This study examined the types of retro marketing of fashion brands and explored the difference in retro characteristics and nostalgic emotions. Additionally, the effects of retro characteristics on nostalgic emotions and the influence of nostalgic emotions on brand attitude were examined. A total of 33 fashion brands, including eight designer brands, 10 sports and outdoor brands, 11 casual brands, and four SPA brands were investigated to categorize the retro marketing types. An online survey was also conducted of respondents in their 20s to 50s, and a total of 363 responses were analyzed using SPSS 26.0. The results were as follows. First, the retro marketing of fashion brands was categorized into four types including brand heritage marketing, retro design marketing, retro emotional experience-oriented marketing, and brand collaboration marketing. The four retro marketing types showed differences in retro characteristics and nostalgic emotions. Second, the retro characteristics consisted of four dimensions including familiarity, attractiveness, uniqueness, and historicity. Nostalgic emotions consisted of four dimensions including sadness, longingness, comfort, and pleasure. Third, the results showed that familiarity and attractiveness had significant effects on comfort and pleasure, while uniqueness and historicity had significant effects on longingness. Fourth, the results showed that longingness, comfort, and pleasure had positive effects on brand attitude, whereas sadness had a negative effect on brand attitude.

• Journal of the Korean Society of Costume
• /
• v.66 no.2
• /
• pp.103-116
• /
• 2016

This study intends to discover characteristics and methods of retro image wedding dresses by analyzing prior studies about retro characteristics. The characteristics of retro image wedding dresses are as follows: 'Recreative Retro', Trend revival Retro', 'Nostalgic Retro' and 'Remixed Retro'. The expressional characteristics and methods of each character are as follows. The 'Recreated Retro' has been recreated in the wedding dresses worn by celebrities, actresses' wedding dresses in movies, and also in the famous designer's high end wedding dresses. These dresses do not merely duplicate the originals, but also reflect images, which were reproduced by combining modern technology. The 'Trend revival Retro' emerged as a combination of past fashion styles and new trends. It seems to stimulate the customers' reminiscence of past fashion trends and create unique designs through expressing the metaphor or the adaptation of past fashion styles. The 'Nostalgic Retro' started from the discovery of emotional values for something old or the inclination to be attracted to old styles. It has been expressed through design concepts with natural themes. The 'Remixed Retro' is from recombination of Retro elements. It is shown as a new interpretative code which explains how current time blends with different times.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.46 no.5
• /
• pp.789-804
• /
• 2022

Retro fashion is emerging among young people as an approach to discovering a new meaning in Korea's historical culture. Research on Korea's unique retro fashion culture is required because there is no research on retro fashion culture based on Korea's historical background. Therefore, this study examined how retro fashion culture has progressed based on Korea's historical background from a nostalgic perspective. All retro-related newspaper articles from 1950 to 2020 were collected, and content analysis was conducted for each semantic unit. The results revealed that personal nostalgia is based on personal experience and is extending to younger generations. In terms of nostalgia in interpersonal relationships, the younger generation reinterpreted the fashion culture of the older generation after the 2010s. In terms of vicarious nostalgia, a retro culture reminiscent of the 1990s with a background in economic development and consumption culture appeared after 2012. The youth culture and university culture of the 1970s and 1980s were reinterpreted as street fashion. Since the late 2010s, the younger generation has been exhibiting cultural nostalgia, believing that the historical Korean culture is not outdated but has a unique heritage formed during the modernization process. Symbolic nostalgia appeared in Korean fashion culture during modernization.

• Journal of the Korean Society of Costume
• /
• v.45
• /
• pp.55-70
• /
• 1999

The purpose of this study is to offer a new inspiration for fashion design relating the "Romanticism" in art to one in fasion-examining the circumstance expressionad the latest trend which is involved with it. Since. 1990. Romanticism is motivated and represented in the middle of aridity in this age which is going on the end (of age). To say the details Romanticism in fashion is represented modernly in the compound of social grounds cultures and new techniques. Romanticism in fashion is represented modernly in the compound of social grounds cultures and new techniques. Romanticism in fashion is classified in four categories : Retro Avantgarde, Minimal and Ethnic. First Retro mood in Romanticism is represented by reappearing the costumes in medieval Renaissance Baroque Rococo, Romantic era Specially corsets crinolines bustle decorative ribbons frills and Medieval symbols in religion are important factors in intuitional symbolic Romanticism. Second Avantgrde mood in Romanticism is mainly represented in the oriental patterns colors items being motivated by Eastern customs images and cultures. Today they appear in modern concept reinterpreting 'fusion" "hybrid" and "cross-over". Romanticism in fashion is creating new forms and beauties absorbing the past and the present. In addition it is motivated by the nostalgic mood. the expectation for the future and the refineent. Romanticism would be an important fashion theme to offer new inspirations for the fashion in 21th century rather than remain at the reappearance.er than remain at the reappearance.