The purpose of this study is to analyze the collaboration and artification of the Issey Miyake fashion brand and to suggest the best course of artification that can secure the brand’s value. The research methods are as follows: i) identifying the companies’ strategy and flow through collaboration concepts and examples from Issey Miyake; ii) selecting Issey Miyake fashion brands and carrying out a literature review through websites, articles, and books; and iii) examining prior studies on the relationship between fashion and art. Results are as follows. The exhibition is divided into spaces for brand intangible assets, artistic collaboration with partners, art co-creation, and the aesthetics and tradition of the brand. Using exhibitions to share the artistic work of collaboration partners is expected to positively affect the brand’s likability. The exhibit shares art collaborations in display cases for clothes and photographs. Artists and brands appear as an extension of the creative space and convergence design area. The artist’s improvisation forms the creative space that communicates with the audience, and the convergence design area is expanded through the unifying organic connection between the various media in the fashion brand. The photographers and brands section displays the nature images of Pleats Please, as well as human and prism garment images. In these images, the viewer can perceive a story in the interplay between the human body and nature.
Fashion companies and brands’ marketing activities focus on resolving environmental problems; however, these companies’ efforts, there are some examples of so-called “greenwashing”. This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants’ perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers’ perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers’ perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand’s green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.
The purpose of this study is to identify trends in modern Korean clothing design through investigation and analysis of the types and respective characteristics of silhouettes, colors, materials, patterns, and decorations present. To this end, research methods such as literature research and content analysis through case study research were used. The results of the wedding magazine data analysis were largely classified by design element and based on such, the conclusions are as follows. First, in the analysis of silhouettes, the appearance rate of traditional items decreased over the selected period and that of modified items increased. Second, among the same colors, adjacent colors, proximity complementary colors, contrast, and other harmonies, adjacent color harmonies showed the highest rate of appearance. Third, the cases where the same materials were used for the top and bottom elements showed a similar appearance rate as those where different materials were used. It was also concluded that traditional materials are being replaced by modern materials. Fourth, regarding the arrangement of patterns, the appearance rate of the absence of patterns gradually increases. Fifth, there were more case of decorations than those of none. This study made it possible to grasp the changes in trends of modern Korean clothing from 2011 to 2020 and provide basic data for the development of the Korean clothing market industry. Keywords: modern
For clothing items that combine the top with the bottom, such as a jumper suit, it is necessary to design original forms to develop clothes in various styles that can satisfy aesthetic and functional needs. Therefore, to determine the original forms of women’s jumper suits, this study aimed to analyze the patterns of women’s jumper suits being sold in the market comparatively and evaluate their fitness. For the study method, this researcher obtained five types of women’s jumper suits from local brands and compared the patterns’ measured sizes, then conducted exterior evaluation on the surplus according to five different movements and analyzed the values of distortion of clothing pressure comparatively. According to the results, in the basic posture, brands A and C received favorable results, while in the other movements, brand B, which had the biggest surplus on the bottom, was evaluated favorably. In conclusion, in the patterns of women’s jumper suits, a bigger surplus is added to either the crotch length or crotch girth rather than the top length, and the top and the bottom tend to have a different surplus according to the design. In addition, based on the values of body surface lengths according to the range of movements, this study suggests that an additional surplus be added to the length.
The purpose of this study was to identify beauty influencer attributes on Instagram and their impact on product attitude and purchase intention and on influential difference between micro and mega influencers. The survey was conducted using a consumer survey method with a questionnaire, and the subjects of the survey were 506 women in their 20s and 30s using Instagram. The results of the study are as follows: First, a range of influencer attribute sub-factors were derived in relation to expertise, attractiveness, similarity, reliability, and intimacy. Second, the attributes highly impacted product attitude in the increasing order of attractiveness, similarity, reliability, and familiarity, with expertise having no statistically significant influence. Third, the consumer’s attitude toward the product introduced by the beauty influencer had a significant impact on their purchase intention. Fourth, it was shown that there is no difference in attributes according to the influencer’s number of followers. Fifth, the number of followers of the beauty influencer had a partial impact on attitude and purchase intention. A limitation of this study is that age and gender samples are narrow, but it is nevertheless meaningful to explore this topic in the absence of research on beauty influencers. It is believed that these findings will serve as a foundation for the development of beauty influencer marketing strategies on Instagram.
The purpose of this study is to analyze the organic forms, expressions, and characteristics of Alexander McQueen’s fashion design and to present various materials for understanding and utilizing this organic design style. The criteria for organic design expressions and characteristics were classified through a literature review, and the organic design characteristics of Alexander McQueen’s fashion were then analyzed. The results are as follows: First, the morphological characteristics of nature’s forms are used as objects in Alexander McQueen’s fashions to represent organic characteristics. Second, abstraction through the application of organic forms means creating an abstract representation of the object being represented. Abstracting organic forms occurs by partially modifying the structural features of the human body to show characteristics or by visualizing these characteristics within the surface of the natural object. Third, continuity through the expression of the formation process of organisms is characteristic of the expression of the gradual growth of organisms; this reinterpretation is based on the concept that the internal elements of natural objects affect their external forms. Fourth, the structure of using natural materials, as well as regional and cultural characteristics, is shown in the designs through use of the physical characteristics of expressions and materials that use natural elements. Fifth, symbolism through subjective thinking implies that the element of nature that an object expresses is the element that appears in nature; this includes created organisms along with environmental factors. These characteristics are best demonstrated in fashion designs that express themselves through creativity.
This study is designed to compensate for the lack of children’s clothing relics from the early 18th century and to reproduce young upper-class girls’ costume as hanbok content. The shapes and materials of costumes are based on the record of Sukjongsilrok in 1701 and the characteristics of adult ladie’s costume relics in this period, but reproduced as miniatures of these relics as like Joseon children’s clothing of another period. The reproduced costumes are formal wear for 3~4 year-old girls, consisting of yeoui [女衣], long unlined skirts, and lined skirts. Sizes were set at a height ratio of approximately 155:95. Yeoui is sam-hoejang-jeogori using pine pollencolored damask with a grape-squirrel pattern and a purple damask with flowertreasure pattern. The full length of yeoui is 24.5cm. It has a square-dangko outer collar with square inner collar. The long unlined skirt is a six-width overskirt that is 82cm long, made with lotus patterned sa. The lined skirt is a five-width skirt that is 61.3cm made with flower-treasure patterned red damask and ju. Several long pleats on both sides of these two skirts have been omitted. The result provides meaningful content for children’s clothing in the early 18th century and will be used as costume for an educational trial performance.
A growing number of fashion brands and retailers are actively adopting live streaming as a new marketing channel. In spite of the increasing use of live commerce, the effects of live streaming commerce on customer purchasing behavior for fashion products are not fully understood. The purpose of this study is to examine factors affecting consumers’ attitudes toward a purchase via fashion live streaming commerce (FLSC) and intention to use FLSC. The study also investigated whether consumers’ expenditure on fashion and time spent on mobile shopping moderate the relationships among research variables. A total of 230 questionnaires were analyzed through descriptive statistics, confirmatory factor analysis, and multiple-group comparison tests using SPSS and AMOS. A summary of the main results of this study is as follows. First, the perception of the attributes of FLSC (ease of use, economic efficiency, interactivity, and enjoyment) has a positive effect on attitude toward a purchase via FLSC. The ease of use and economic efficiency of FLSC, in particular, have greater impacts on attitudes than other factors. Secondly, attitudes toward FLSC positively impact the intention to use FLSC. Lastly, the results of group comparisons, by fashion expenditure and time spent on mobile shopping respectively, hold no significant moderation effects among the variables. These findings demonstrate that consumers are more likely to use FLSC as they form a positive attitude by the attributes of FLSC mentioned earlier. The study provides some insights on an exploration of live streaming commerce for fashion product sales.
This study started from the practical need for a career experience program in the fashion major that is creative and responds to current methodologies. The purpose of this study is to propose a fashion work experience program that combines digital technology and practical experience. The research methods and procedures were as follows: fashion items and wearable devices were selected, the LED smart bag program was developed, and it was executed. A total of 123 students participated in the program, and a satisfaction survey was conducted after observation and oral evaluation. All of the participants completed the LED smart bag processes of design ideation, material selection, production, and styling using an eco-bag (one of the fashion items and as an LED wearable device). As a result of the participants’ satisfaction (on a 5-point scale), most items showed a high level of satisfaction of 4.39 points or more. The smart bag program was evaluated to increase interest based on the time allotted and the students’ level and to bolster their understanding of, and interest in, the fashion major. Therefore, this study is expected to be baseline to explore diversification of the fashion major work experience program, in order to create interest in the fashion major based on creative convergence competency.