• 복식문화연구
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• 제17권2호
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• pp.296-308
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• 2009

The purpose of this study is to comprehend the contemporary sports star fashion and to contemplate aesthetic characteristics of sports star fashion, thereby to establish the styles of sports star fashion. For such purposes, this study first examines aesthetic characteristics of sports fashion and star fashion based on previous studies, in order to analyze aesthetic characteristics of sports star fashion, and conducts a case study by analyzing photographic materials of fashion styles of well-known male sports stars such as the English soccer player David Beckham and American golf player Tiger Woods. The result of this study is as follows: the aesthetic characteristics of the contemporary sports star fashion are virility, functionality, sensuality and deconstruction. (1) Virility emphasizes manly features by displaying trained and disciplined body. (2) Functionality is expressed through structural simplicity and temperance of decoration. High-tech textiles and fibers are favored in order to fit in comfortable bodily movement for the heavy exercises. (3) Sensuality, as an expression of indulgence of sexual pleasure, is expressed through bodily exposure. Lastly, (4) deconstruction, which means destroying existed boundaries of cultural categories, is shown as co-existence of design elements from different times and places, stereotypes and sensibilities. Virility and functionality are prominent characteristics expressed in sports uniforms and training costumes. Sensuality and deconstruction are shown in daily fashion and formal dress outside the sports field.

• 자연과학논문집
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• 제14권2호
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• pp.115-131
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• 2004

The purpose of this study was to investigate the differences of sports involvement and consumer attitude on fashion advertisement using sports star models(CAATTM) according to demographics and to investigate the effect of sports involvement to CAATTM. The subjects selected for final analysis were 398 adults living in Daejeon. The statistics used for analysis included factor analysis, ANOVA, multiple range test, regression, $Cronbach'\alpha$, and frequency. The results were as follow: 1. Sports Involvement was divided Cognitive Sports Involvement(CSI) and Emotional Sports Involvement(ESI). The CSI and ESI were different according to sex. And CSI was different according to age, education level and marriage status. 2. CATTM was divided into three factors: Emotional Attitude(EA), Cogitive Attitude(CA), and Ethical Attitude(ETA). CA was different according to sex, age, income, and marriage status. 3. The sports involvement affected CAATTM. People who were high in CSI and ESI showed high attitude in EA and CA.

• 복식
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• 제44권
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• pp.91-101
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• 1999

The purpose of this study was to examine the hiphop fashion which has the leading power of 1990's korean fashion flow. Hiphop Fashion represents individuals' unique characters and their culture. Baggy jeans with extra large shirts, various accessories, and a unique coordination of these items that is all their own represents the style that is hiphop. There are three major reasons why hiphop fashion has become so popular in the 1990's. First, the popularity of hiphop music whose singers directly influence the public. Second, the popularity of sports and sporting heros. These athletes' sporty Hiphop looks has amply shown that are also leaders of the hiphop fashion. Third, mass media like TV and many publications, defivitely helped to quickly spread hiphop all over the world. Music only TV stations like MTV and StarTV are good examples. Fashion always tells us much - as every anthropologist knows - and a thoughtful analysis of hiphop will reveal many interesting, and perhaps even surprising things about the men and women who wear it.

• 패션비즈니스
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• 제10권6호
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• pp.110-121
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• 2006

The purpose of this study is to analyze the various types and areas of recent collaborations in fashion industry and to find the utility value of collaboration. Seventy seven cases of fashion collaboration marketing strategies were selected from officially announced literature survey and enterprises information around the world. Among the seventy seven cases of fashion collaboration surveyed in this study, collaboration with other fields made up 59.7 percent, collaboration between the same fashion categories made up 40.3 percent. Among the areas of other fields, collaboration with IT(Information Technology) or Motor enterprises were included and made up 36.4 percent. Collaborations with Culture and art world that fashion brands collaborate with world-renowned industrial designer or artist and star entertainers were also included and made up 23.3 percent. Among the areas of the same categories, collaboration of fashion designer and sports or casual brand made up 22.1 percent. Collaborations of home shopping mall and fashion designer made up 18.2 percent. Collaboration cases surveyed in this study were classified according to three types; co-product development, co-branding, and co-marketing. Collaboration for co-product development made up 72.7 percent. Collaboration for co-branding made up 27.3 percent. Collaboration for co-marketing made up 37.7 percent. These collaboration marketing strategies are very efficient to upgrade brand image and cut the marketing cost by creating new target, product, brand, and promotion through successful partnerships. Therefore, much more various types and areas of fashion collaborations should be developed to create something new for future consumers.

• Journal of Information Technology Applications and Management
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• 제18권2호
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• pp.1-21
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• 2011

In this era of convergence, which is characterized by the integration and combination of technology and industries, broadcasting and communications, offline and online, and devices and services, the content industry is also experiencing rapid changes including inter-genre exchange, the creation of new industries, and customized demand. Specifically, IT-based digital content industries such as the online game, e-book, mobile contents and web portal industries are no longer restricted to the boundaries of video, music and games but are being expanded into the realms of education, medicine, fashion and sports thanks to CT innovation of 3D, CG, AR/VR, VFX, etc. As such, various countries have come to recognize the convergent content industry as a new growth engine that will pick up where the IT industry left off, and are forming policies for its development accordingly. This research aims to optimize the system of content taxonomy which is currently genre-focused and unable to support technological development and convergence, and to discover and select star contents to be rigorously developed with governmental support. In this paper, 20 star contents in 8 areas were selected, and these are expected to create tremendous cultural and economic value through ongoing technological and industrial development.