• Journal of the Korean Society of Costume
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• v.59 no.9
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• pp.97-114
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• 2009

The purpose of this thesis is to contribute to the fashion industry of Korea and China by providing the basic informations of Korean fashion company planning to launch into the Chinese fashion market, and also presenting the Korean fashion style to the China, by the way of searching the sameness and differences of the casual style. The direct picturing method and comparative analysis were applied for the methods of study. The whole body pictures were taken from the major fashion streets of Seoul and Shanghai, then clear 250 photos were selected in each city. The period for two weeks from 1st, July to 14th, July 2008, and from 10AM until 5PM. The results of study are as follows. The sequential order of frequency is easy casual, jean casual, romantic casual and character casual in Seoul and Shanshai. In case of easy casual, there were many similarities of the preferences in the items, colors and coordinations, while showing the differences in the styling of the clothing. Taking the jean casual, there were no specific differences in items between two cities except the styling of clothing in which the tidy style were more prevalent in Seoul, while the sexy style were more predominant in Shanghai. The main item of romantic style was the one-piece dresses. This was preferred in the style of A-line or H-line with short length, in Seoul while X-silhouette showing the body line with knee-length skirts were more popular in Shanghai. Finally the frequency of character casual is below 5% in both cities. In the items, the skirts were more preferred as a bottom in Seoul in contrast with the pants being more prevalent in Shanghai, the sleeveless top popular in both cities. The modest style were noted in Seoul, the sexy style were more prevalent in Shanghai. However many similarities between two cities were found in the speed of acceptabilities of fashion.

• Journal of Fashion Business
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• v.1 no.1
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• pp.71-83
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• 1997

The purpose of this study is to analyze the present fashion phenomenon by considering the types of street fashion, the center of avant-grade modern fashion, that shows the origination background and special feature concretely. The times was defined through the 1980's from World War II that street style originated, so the range of study was the 1990's when the street style was influenced by that of the past and was revived. The ways of study were to analyze the records of ideology, art and music connected with the street style from World War II to the present when it has risen. The summary of result is as follows. (1) In the 1940's, Zooties was the jet of desire suppressed by African-Americans that couldn't receive favors socially and economically and Hipsters pursued reformative bebop that made up of soft Jazz. In the 1950's, Modernists were running after Cool Jazz to the minimum. In the 1970's, Funk appered in the sexual desire and erotic strength, and was surfaced from Negro Getto. In the 1980's B-boys & Flygirls showed the street style by the scribble art of slum in the New York. As mentioned above, In the 1990's, Acid Jazz influenced by the Jazz of Negro has been the fashion added to the tradition of musical form that come from eclecticism of Jazz tended Neo-Jazz. (2) In the 1940's, Western style dreamed the country life because of rapid urbanization. In the 1950's, Beat obtained the feeling of liberation from the dissolute life and activity. In the 1960's, Psychedelics showed the freedom affected by the Pop-art and Op-art, and Hippies pursued the true individuality as 'love & peace' life style and the return to nature. In the 1990's, Grunge look influenced by the above has been fashion that shows the practical use of second-hand clothing or patchwork contrary to elitism. (3) In the 1940's, Caribbean style appered in the typical textile color with the center of West Indies. In the 1960's, Rude boys showed the magnificence and difficulty of Jamaica, and Rastafarians had a tendency to come back to the ancient civilization of America. In the 1970's, Two-tone was the simple clothing for harmonizing among human races. In the 1990's, Jamaica look influenced by the above has been the Lege fashion introduced to a high fashion, appearing in the special bright color, applique, unique hair style, and so on. (4) In the 1950's, Sufers pursued natural rhythm, getting out of everything. In the 1970' s, Skaters enjoyed the speed on the paved road. In the 1980's, Casuals emphasized the spirit of cooperation of young-things. In the 1990's, Casual look Influenced by the above has been the fashion that forms the activity, function and strong spirit of cooperation by pursuing comfortable life and sports in the tension of life and variety of modern society. (5) It was hard for Bikers to adjust themselves in society after the war. In the 1950's, Coffee bar cowboys were the reckless running boys in the leather jacket. In the 1960's, Rockers created the group originality as disobedient outsiders and Greasers imitated Rolling Stones. In the 1980's, Punks resisted the viewpoint of the old generation in offensive fashion. In the 1990's, Cyberpunk influenced by the above has pursued the classless structure, electronic music and metallic clothing that forebodes gloomily as the computer generation of ultra-modern science times. Accordingly, in understanding a complex modern fashion phenomenon, it was analyzed that the street styles of the past, from World War II to the 1980's, were reflected in that of the 1990's dividing into the five types in a word, namely Acid Jazz, Grunge look, Jamaica look, Casual look and Cyberpunk.

• International Journal of Costume and Fashion
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• v.13 no.1
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• pp.1-10
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• 2013

This study examines existing literature and uses case studies to identify the scope of fashion blogging and the evolving role of the personal style bloggers in the fashion business. Information on six popular personal style bloggers has been gathered to demonstrate the evolving business of these bloggers and their scope of operations that are relevant to fashion. The case of these six bloggers were drawn from popular media publications such as CNN, Wall Street Journal (WSJ), Time, Women's Wear Daily (WWD) and The New York Times. The case study of these six bloggers reveals that these personal style bloggers have used their reach and influence on the blog audience to procure and access business opportunities to grow their enterprise. The findings indicate that affiliation, partnership or collaboration with brands or established designers adds more value to a personal style bloggers resume. However, the findings also indicate that the popular fashion bloggers provide a new opportunity for marketing and promoting fashion brands and products to the younger generation.

• Journal of the Korean Society of Costume
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• v.59 no.2
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• pp.128-142
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• 2009

American trendy casual style can be characterized as fitted to body and rendering sexy and fashionable images and now very popular in Korea. This paper aims to identify how American trendy casual styles have been introduced and diffused among Korean young people and also compare the similarities and differences between American and Korean styles. American trendy casual style was introduced and diffused through 4 channels: people who have living experiences in America, media exposure by American films, TV dramas and fashion magazines, on-line network using internet cafe, club and blog, use of on-line shopping mall speciallized for purchasing American apparel brands. Some of American celebrities became fashion ikons and played critical roles in diffusing American trendy styles. Photos of those American celebrities and street fashion of Korean young women were collected through internet search from Sep. 2006 to Aug. 2007. 6 styles including leggings, mini skirt, short dress, skim jeans, pants with long boots, big bag and long necklace were selected as representing American trendy casual styles. Silhouettes and overall styling were very similar in all 6 items. But Differences were found in terms of rotor, amount of details, item coordination, matching shoes and overall images.

• Journal of the Korean Society of Costume
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• v.64 no.6
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• pp.161-175
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• 2014

This paper investigates the differences between characteristics of street fashions due to regional and cultural differences in southern and northern region of China. Beijing and Shenzhen were chosen as representative cities for the two areas. Empirical research and literature study were performed for this study. Empirical studies were performed by using a total of 708 images of dresses, which were collected through direct imaging. Through discussion with experts, the collected data were classified into five categories; Modern trendy, Romantic, Easy casual, Ethnic, and Classical/Traditional. The data was analyzed by using cross tabulation and frequency analysis. Content analysis for each category was also conducted. As a consequence of this study, a significant difference between Beijing and Shenzhen were observed. As a city, which puts emphasis on practicality and modernity, Beijing showed a higher frequency of modern and trendy style than the other city. On the other hand, Shenzhen showed a higher frequency of romantic style and was distinguished as a city of femininity and decorative preference of fashion style. This study intends to contribute to the academic community of Chinese fashion and to help Korean clothing companies to be launched in Chinese market in the future.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.2
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• pp.41-53
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• 2014

Contemporary fashion designers are keen on linking the past and the present through culture and fashion by the attempt to investigate and research on the costumes recorded in its history and to reinterpret it on their own terms. Covering the history of culture ranging from the 70s and 80s to the ancient Greek and Egyptian periods, these reinterpretations also reflect the latest fad of the times in which a fashion designer lives and works. Above all, Rococo costume from the eighteenth century is one of the fashion styles adored by fashion designers. What constitute the costume of this period creating the image of sensual women are not only the form of outfit, colors, the design of accessories, shoes and hairstyle but also the details such as frills, ribbons and flower decorations. In contemporary times, the original Rococo style has been modified and turned into various styles in the haute couture and street fashion. These modernized styles include Rock Rococo, Modern Rococo, Lolita Look, Gyaru Fashion and etc., all of which adopt the Rococo style and consider it as the symbol of feminine beauty. However, their approaches to the original Rococo style differ from each other. Hence, advocating the elegance of women is not invariably the case. Often, the interpretations of the Rococo are unconventional, defiant and wild. And, sometimes, these new versions of Rococo are overly exaggerated and emphasized or, reversely, reduced. In this research, various references on the Rococo elements such as colors, forms, accessories and detailed features that has influenced on the contemporary fashion will be analyzed. This analysis will demonstrate how the Rococo style of the eighteenth century has been integrated into contemporary fashion giving birth to new Rococo fashion styles.

• Journal of Fashion Business
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• v.11 no.3
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• pp.87-96
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• 2007

The purpose of this study is to analyse the characteristics of style, color and items of street fashion in Harbin. This kind of study will contribute to the understanding the preference of fashion in northeastern area, thereby, affording a fundamental resources for the strategic establishments of design and marketing in Korean brand launching into China. The results of this study are as follows. The preferred fashion style is casual one, rather than formal one. The order of preference in casual wear is character, jean and sports casual. In the view of color, preference in top color is, white, black, brown and pink. In the bottom, it is blue, white, black and brown. In one-piece, it is white, blue and brown. Throughout all items, the most frequently founded color is white, which might be ascribed to the seasonal influence of summer. The Chinese specific preference of color could not be observed. In aspect of items, the one-piece takes the proportions of more than half of the all the items. The typical details of one-piece dress are irregular hemline and asymmetrical line. While knee length takes proportion of 70%, in item of skirt, the full length is 46.8% in frequency for pants. In one-piece, knee length is 80% amounted as first rank, followed by midi and mini.

• The Research Journal of the Costume Culture
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• v.18 no.6
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• pp.1090-1111
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• 2010

Thanks to both developments in various media such as the internet and TV and China's economic growth, the fashion market in China has gain a lot of attention by global businesses as a newly-raised spending market. Fashion companies in Korea have entered into the china since the late 1990s. For them to get competitive edges, they have to differentiate their brand by creating new design based on the culture becoming mega-trend in fashion market. So in this research, I try to create fashion designs based on Hallyu Stars' fashion styles and images, who come on as a new culture code in China and other Asian. For this, I conducted theological consideration on what the Hallyu is, and looked into fashion styles in soft dramas which 5 Hallyu Stars started in and street fashion in Shanghai in China. Based on the outcomes of analysis, I figured out those star's fashion style and created products targeting young generation born after 1980s in China. The conclusion of this study is as follows. Firstly, the very definition of Hallyu which can be described as a phenomenon in which Korean movies, soap operas, and pop music have become immensely popular throughout Asia.has been expanding to signify the proliferation of Korean culture as a whole. Secondly, having selected the 5 female stars representing Hallyu, we were able to analyze and categorize their fashion styles on the basis of their music videos, movies, and soap-operas. Thirdly, In order to explore the level of influence of Hallyu fashion industry, we studied the street fashion of Shanghai The result was that we could observe both the slim and feminine cool casual style and the cute and affectionate pretty casual style simultaneously.

• Journal of Fashion Business
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• v.8 no.1
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• pp.91-106
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• 2004

This study focuses on the sportism expressed in the modern fashion. Many factors attribute to the advent of sportism such as rapid development and cultural changes toward sports, increase in leisure time, new fashion materials resulting from new technologies, youth culture and postmodernism. Designers gazing into the future are inspired by the details and functionality of clothing for snow boarding, skiing, rock-climbing and fitness. While the sportswear is the term whith stemmed from the need for functionally in sports, the Sportism is the style inspired by the formative elements, that is, the details, the silhouette, and the colors of the sportswear. New technologies for sports, the powerful influence of youthful culture, and the celebritizations of the sports stars made the sports look more popular. It can be categorized into three aesthetic values, i.e., the functional sportism, the street sportism, and the futuristic sportism. The functional sportism is expressed with the details of function, simplicity, and no useless ornament, the street sportism with fun, androgynous and unisex mode and the image of hip-hop look and traditional look, the futuristic sportism with new high tech fabrics and cyber style. The characters of these are a sence of unisex, sensualness, ostentation, renovation.

• Journal of Fashion Business
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• v.6 no.1
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• pp.83-101
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• 2002

The purpose of this study is to observe the elements of Japanese popular culture portrayed in Korean new generation fashion at the current point of time, when Japanese popular culture is first being opened to Korea. And the another purpose is to look into the fashion consciousness of them, which is made up of these aspects. The new generation plays the leading role in further excelling the culture of our society. They are the generation of sense and sensibility, the generation of "me", the generation of information, and the generation of individuality. Even before Japanese popular culture was officially opened, the new generation was already accepting fashion, comics and animation, video games, music, broadcasting, food, etc. The Japanese cultural elements that show most in Korean fashion are street fashion and the fashion of celebrities. These are mostly brought in by fashion magazines, the internet, satellite TV, the new media of cable TV, and street shops. The aspects of Japanese popular culture in Korean new generation fashion are many and varied. Such examples in fashion are : vintage style, school-girl style, sexy causal style, black coordination, soft avant-garde style. It can be said that the fashion consciousness of Korean new generation could be placed in the following order. First, the variety of fashion. Next, the internationalism of fashion. Third, the information of fashion, and last, the play value of fashion. Interest has peaked in Japanese culture after the official opening, and this study has explored the very same aspects which can be seen in Korean new generation fashion. This study was meant to help make a responsible and sturdy new generation fashion culture which can help face the new millennium.