This study understood what effect was produced on the purchasing decision making of outdoor wear by a shopping orientation, fashion involvement and demographic characteristics offered practical suggestions as to what effect was produced on the store selection criteria, product selection criteria for purchasing decision making in purchasing outdoor wear. This research was conducted through a questionnaire survey, and 397 males in were collected for analysis. The results were as follows. First, shopping orientation group was classified into hedonic shopping orientation group and utilitarian shopping orientation group. And it was classified into high fashion involvement group and low fashion involvement group according to fashion involvement. Product selection criteria were classified into 2 factors such as intrinsic attributes and extrinsic attributes. And store selection criteria were classified into 4 factors such as store atmosphere, store environment, promotion and salesmen. Second, there was partly significant difference in product selection criteria, and store selection criteria between utilitarian shopping group and hedonic shopping group. Third, there was significant difference in product selection criteria and store selection criteria between high fashion involvement group and low fashion involvement group. Finally, there was significant difference in the and according to age, job, and income among demographic characteristics.

본 연구는 패션산업에서 상품라벨과 패션용어의 형태, 즉 한글과 외래어, 외국어 등 표기 종류에 따라 소비자 의 감성이 어떻게 다르게 나타나는지 분석한 것이다. 20대 소비자 200명을 대상으로 패션아이템 1종에 대한 라벨 1종과 3종 패션용어에 대하여 설문조사를 실시하였는데 외래어 영어표기, 외래어 한글표기, 순한글표기 등 3 가지 형태에 대해 15개 형용사로 구성된 감성 척도를 이용하여 감성을 측정하였고 또한 선호도와 상품에 대한 예상가격을 질문하였다. 결과로는 소비자들은 라벨에서 한글보다 외래어를 선호하였으며 외래어 라벨 중에서도 한글표기보다 영어표기를 선호하였다. 외래어 라벨을 볼 때 소비자들은 패션 제품이 더 ‘긍정적이고 세련되고 화 려하며 우아하다’고 평가하고 있었으며 또 상품의 가격을 더 높은 것으로 예상하였다. 즉 외래어 영어표기 라벨이 모든 평가에서 가장 높은 점수를 받았고, 외래어 한글표기가 다음 순이었으며, 순한글 라벨은 가장 낮은 평가를 받았다. 소비자들은 자신의 유행 몰입도에 따라서 감성 평가를 부분적으로 다르게 하고 있는 것으로 나타났다. 즉 유행 몰입도가 높은 소비자들은 낮은 소비자보다 외래어를 볼때 ‘세련된 우아한 화려한’ 등에 대해서 더 높게 평가하고 있었다. 또한 유행몰입도가 높은 소비자들은 낮은 소비자보다 순한글표기 라벨을 볼 때 ‘친근한, 안정된’ 등에 대해서 더 높게 또는 외래어와 유사하게 평가하고 있었다.

The purpose of this study is to review the concept and thinking structure of deconstruction theoretically and thereupon, analyze the visual beauty and wearable comfort of the clothing and further, discuss the aesthetic characteristics and values of the decentering phenomenon in the 21st century fashion. Deconstruction provides for an cognitive framework whereby we could comprehensively review the difficult-to-understand and imprudent creativity unravelling in the name of the post-modernism as well as the ambiguous visual beauty and wearable comfort of our contemporary fashion. In particular, deconstruction refuses such concepts involving the relationship between the conventional clothing and its components as order, symmetry, balance, harmony, perfection and simplicity and instead, attaches some sense of value to such relatively inferior concepts as disorder, asymmetry, unbalance, disharmony, imperfection and complexity, and thus, reflects them in the modes of aesthetic representations to create new aesthetics and expand the expressive potential.

The object of this study is to develop textile designs and fashion products based on the cultural resource of Jeju Bangsatop, which means a stone tower preventing misfortune and driving out evil spirits. The field surveys of 32 Bangsatops located at 17 villages in Jeju were conducted. As a result, unlike stone towers located in other regions, Jeju Bangsatops made with basalt. In addition, wood and stone birds, Dolhareungbang, and other sculptures are built on the tops. Jeju Bangsatops were classified into four types based on the body form of the tops: Conical, truncated conical, trapezoid, and irregular shaped Bangsatops. Jeju Bangsatops located in a area or a village are symmetrically arranged in direction of south and north, left and right, east and west, or face to face. The conical, truncated conical, and irregular shaped Jeju Bangsatops which are designated as folk cultural properties or which have the unique sculptures of stone birds and the statues of Dolhareungbang built on the tops were selected as motifs for textile pattern design. The 4 basic patterns of Jeju Bangstops were designed. The six creative textile designs were developed by the various repeat arrangements of the basic patterns and were printed on oxford cotton fabrics by digital textile printing (DTP) method. The sixteen products of wallets, bags, hats and shoes were actually made with the DTP fabrics, the DTP fabrics which were naturally dyed in gray and blue colors, or the DTP fabrics which were redesigned with textile crayon. Therefore, it is confirmed that Jeju Bangsatop could be very useful as a motif for the development of cultural products focusing on Jeju tourism souvenir market.

This study aimed to identify the effects of fashion brand extensions types, preannouncing and consumers' regulatory focus on preference towards extension products. To that end, the study used a 2 (fashion brand extension types: similar vs. non-similar) × 2 (preannouncing: near preannouncing vs. far preannouncing) × 2 (regulatory focus: promotion focus vs. prevention focus) three mixed elements. The subjects of the study were 280 men and women in their 20~40s living in Seoul and Chungnam province and total of 229 data were analyzed. Data were analysed with SPSS 19.0 program and three-way ANOVA, simple interaction effects and simple main effects analysis were conducted. The results of this study are as follows: First there were significant differences in preference based on fashion brand extension types and preannouncing. Second, there were significant interaction effects in preference between extension types of fashion brand and regulatory focus. But there was no difference in preference toward extension products according to types of preannouncing and regulatory focus. Lastly, fashion brand extension types, preannouncing and regulatory focus showed significant interaction effects on preference. Thus even in cases of non-similar brand extensions which carry more risk of failing, the appropriate marketing communication strategies such as preannouncing will result in brand preference. Also marketing activities should be comprehensive and strategical based on consumers’ tendencies in order to derive positive evaluations.

In this study, it is explored the effect of fashion therapy on depression, positive emotion, negative emotion, appearance interest, body satisfaction, self-esteem, and self-efficacy of female patients. Eight cancer patients and 12 general patients participated in the 4-week fashion therapy program. When comparing results before and after the fashion therapy, depression and negative emotions were significantly decreased while positive emotions and self-efficacy were significantly increased. There was no significant influence on appearance interest, body satisfaction, self-esteem, and self-efficacy. In group comparison, significant changes were observed in depression, positive emotion and negative emotion regardless of groups. However, cancer patients indicated a significant improvement in self-efficacy compared to general patients who did not whereas patients with a high level of depression showed a significant enhancement on body satisfaction compared to patients with a low level of depression. Also, patients with a low level of pain indicated a significant improvement on self-esteem and self-efficacy compared to patients with a high level of pain. Perceived effect and satisfaction of the fashion therapy were relatively high. Study results may positively contribute to building a knowledge and experimental base of fashion therapy that is widely applicable to diverse parties for the future.

The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.

This study is to develop cultural products based on 'Jeju Choga', which means the traditional houses in Jeju. For the product development, old literature review, field surveys, and consumer surveys were employed. Through old literatures and field surveys, the unique and visual characteristics of Jeju Choga were confirmed: A thatched roof with lattice pattern, a side wall and fences with porous stones, a 'Jungnang' serving as a gate, and a 'Pungchai' preventing strong sola radiation and 'Ollai' meaning a narrow street in front of the Choga. As a results of consumer survey conducted before the development of products, consumers highly recognized and associated Jeju Choga as Jeju representative image. The six basic patterns of Jeju Choga were drawn and eight textile designs were created through the repeated arrangements of the basic patterns. Using the created textile designs and digital printing method, the eleven new fabrics with the patterns of Jeju Choga were developed. The various kinds of ten bags and tow wallets made with the new fabrics. As a result of consumer evaluation for the twelve products made in this study, the scores of preference and purchase intention were above the average work for the most products of them. In particular, the preference and purchase intention of the square shoulder bag, the big-size shopper bag, and the small-size cross bag were very positively evaluated. Therefore, it is confirmed that Jeju Choga could be very useful as a motif for the development of cultural products focusing on Jeju tourism souvenir market.

This study, which focuses on a masquerade, starts from the concept that all men exist as visual objects as well as visual subjects before discussing an issue of sexuality to inquire into masquerade characteristics of fashion photography. Masquerade is a concept that can describe various and multidimensional attributes of humans in social norms prescribed separately for men and women till now, and the concept has not yet been introduced in the field of fashion. However, it is considered a measure to analyze contemporary expressions of sexuality, on which a need for this research is raised. This study looks into the basic concept of the object and the ego through a psychoanalysis-related literature review. This study, then inquires into Jacques Lacan's notion of gaze and Roger Caillois's theory of mimicry through related specialty publications. This study reinterprets the concept of masquerade from Lacan's perspective and carries out an empirical analysis of masquerade characteristics in contemporary fashion photography based on the result drawn in parallel. Sexual masquerade shown in fashion photography based on the concept of masquerade is as follows: first, it appears as normative sexual description, divided into male and female by social norms; second, sexual ambiguity, obscuring the distinction between the sexes through playful and bombastic forms; and lastly, sexual subversion, disguising as the opposite sex through putting on clothes of the opposite sex.

The purpose of this study is to analyze the factors that lead to continuous use intention of SNS marketing. The research model was designed to investigate the SNS factors that affect use intention based on TAM (Technology Acceptance Model) suggested by Davis (1986). The survey focused on age twenties to thirties male and female who had experience in receiving fashion brands message through Facebook. 329 questionnaires were used to analyze the results of study, and SPSS 12.0 was used to conduct factor analysis, reliability analysis, and multiple regression analysis. The results of this research are as follows. First, interaction/playfulness, information, reliability, and convenience of access were extracted as the characteristics of fashion brands SNS marketing. Second, all SNS factors had significant relation on perceived usefulness. But only interaction/playfulness and convenience of access showed significant relation on perceived ease of use. Third, perceived usefulness and perceived ease of use affected continuous use intention. Forth, continuous use intention had significant relation on brand attitude and showed direct and indirect significant relation to purchase intention.

The purpose of this study is to identify the antecedents of fashion consciousness. As antecedents, psychological variables and consumption-related variables were considered. Materialism and change seeking were included as psychological variables, and face conscious consumption, status consumption, and shopping enjoyment were included as consumption-related variables. It was hypothesized that materialism and change seeking not only influence fashion consciousness directly but also indirectly through face conscious consumption, status consumption, and shopping enjoyment. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The results showed that all the fit statistics for the variable measures were quite acceptable. In addition, the overall fits of the model suggest that the model fits the data well. The hypothesized relationship test proved that materialism directly influence fashion consciousness and that materialism and change seeking influence fashion consciousness indirectly through face conscious consumption and shopping enjoyment. Regarding their relative importance on fashion consciousness, shopping enjoyment was the most influential factor followed by materialism and face conscious consumption, in that order. In developing and implementing marketing strategies for fashion conscious consumers, marketers should focus on satisfying shopping enjoyment, materialism and face conscious consumption.

The purpose of this study is to apply the expectancy disconfirmation model to consumer post-purchase behavior toward fast fashion brands. This study incorporated repurchase intention as a result of consumer satisfaction. It was hypothesized that consumer satisfaction, which is influenced by expectation, perceived performance, and disconfirmation, influences repurchase intention. It was also hypothesized that expectation influences performance. This study examined the brands and prices of the most recent purchases of fast fashion and also examined whether the purchases were planned or unplanned. The hypothesized path was tested and the relative influences of instrumental and symbolic performance on satisfaction were identified. Data were collected from questionnaires answered by 344 university students who were selected by convenience sampling. The results were as follows: 1) Purchased brands were, in the order of frequency of purchase, Uniqlo, Zara, H&M, and Forever21, followed by domestic brands, 8seconds, Spao, and Mixxo. The frequency of unplanned purchase was more than twice higher than planned purchase. 2) Based on expectation and performance, dissatisfactory group was larger than satisfactory group, which were 35.8% and 24.7% respectively. 3) It was revealed from the expectancy disconfirmation model analysis that expectation and performance had positive influence, but cognitive dissonance had negative influence on satisfaction. Satisfaction had significant influence on repurchase intention. The path analysis showed that all hypothesized path coefficients were significant. The results suggest some effective marketing strategies for marketers in the fast fashion industry.

The goals of this study are to analyze how fashion professionals' attitudes toward Grunge style have changed since the 1990s and to compare aesthetic features of 1990s Grunge style and the style since 2000. By searching Vogue and Women's Wear Daily articles from 1992 to 2014 according to the keyword "Grunge", three collections from the 1990s and 59 collections since 2000 were selected for analysis. Although Grunge collections of the 1990s were harshly criticized by critics and retailers as ugly, the more recent collections have been highly praised for both design and profitability. The common aesthetic features of Grunge style in the 1990s and beyond include loose silhouettes, mix-and-match layerings, plaid patterns, floral prints, and striped patterns. However, Grunge style since 2000 has new features such as ornate fabrics, handcrafted details, a formal and dressy look, and faux plaid flannel shirts in chiffon or organza. These features give the style a more luxurious, feminine, and refined appearance. The results of this study indicate that Grunge style of the 1990s changed high fashion beauty standards and today's designers and consumers prefer to mix various styles to create new ones. They typically do not consider the original spirit or identities of the varied styles.

This research was designed to conduct research to apprehend fashion brand's mobile SNS characteristics in depth and the related consumer psychology and behaviors such as brand attachment and brand loyalty. The fashion brand's mobile SNS characteristics were differentiated from the web-based fashion brand's SNS. This study targeted women in their 20s using mobile Facebook and mobile Twitter, and residing in Seoul or Gyeonggi province. Total 412 observations were collected through online survey. The major findings of the study were as follows. First, as the characteristics of fashion brand's mobile SNS, ease of fashion data storage, fashion recentness, fashion usefulness, and fashion accessibility were extracted. As the factors of the flow, time distortion/focused attention and playfulness were extracted. Second, the fashion recentness and fashion usefulness showed positive influence to time distortion/focused attention factor in the flow. All four fashion brand's mobile SNS characteristics showed positive influence to playfulness factor in the flow. Third, time distortion/focused attention factor and playfulness factor both showed positive influence to brand attachment and brand loyalty from using fashion brand's mobile SNS. Fourth, brand attachment had positive influence to brand loyalty from using fashion brand's mobile SNS. Based on the above results, this study provided practical ways to develop effective mobile SNS marketing strategies in fashion brand. Also, this study demonstrated feasible future contents and necessary improvement for fashion brand's mobile SNS, which holds marketing implications.

This study investigated the relationship of fashion brand SNS characteristics, relationship quality (satisfaction, trust, and commitment) and purchase intention. The study focused on Facebook and also examined the difference between fashion involvement groups. This study targeted consumers who have used fashion brand Facebook and are aged between 20s and 30s. Data collection was conducted through surveys, and a total 205 questionnaires were collected for the final statistical analysis. The major findings of the study were as follows. First, three characteristics of fashion brand SNS, which were entertainment, interactivity, and providing information, influenced positively on SNS users' satisfaction. Entertainment had the greatest influence on satisfaction, and providing information and interactivity followed. Second, satisfaction for fashion brand SNS influenced positively on trust and commitment. Also, trust to fashion brand SNS demonstrated a positive influence on commitment. Third, trust and commitment on fashion brand SNS both influenced positively on purchase intention. Fourth, the fashion involvement groups showed differences in fashion brand SNS characteristics, relationship quality, and purchase intention. The high involvement group showed much higher results in all aspects then did the low involvement group. Based on the above results, this study has a significant value which suggests directions for future research. Also, this paper is expected to provide managerial implications to fashion companies which need to develop SNS marketing strategies.

This research aimed to examine the effect of emotional dissonance and emotional intelligence on the prosocial behavior of fashion salespeople in department stores, and whether emotional intelligence mediates the relationship between emotional dissonance and prosocial behavior. Moreover, we aimed to suggest a method to improve the prosocial behavior of salespeople as a strategy to obtain a continuous competitive advantage in an increasingly competitive fashion distribution environment. This research was conducted through a questionnaire survey, and 345 responses were collected from department store salespeople for the final analysis. First, the analysis results showed that the emotional dissonance of salespeople arose from their dealings with their organization and with customers. Prosocial behavior was deduced to be a factor of the cooperation with coworker and extra-role customer service. The emotional intelligence was deduced to be a factor of the use of emotion, regulation of emotion, self-emotion appraisal, and others'emotion appraisal. Second, with a higher level of emotional dissonance against the organization, there was less cooperation with coworker, while a higher emotional dissonance against customers resulted in increased cooperation with coworker. Third, it appeared that with a higher level of emotional dissonance against the organization, there was a higher utilization of use of emotion, self-emotion appraisal, and others'emotion appraisal of emotional intelligence. Fourth, as the regulation of emotion, self-emotion appraisal, and use of emotion were higher, there was more cooperation with coworker, whereas an increase in the utilization of one's own emotion and emotional control resulted in a higher level of extra-role customer service. Finally, emotional intelligence has a significant mediating effect between emotional dissonance and prosocial behavior. The above results suggest that for department stores to improve the prosocial behavior of their sales staff requires the establishment of a method to enhance the emotional intelligence of the staff. The results also indicate that there is a need for department stores to prepare a systemic tool to enable them to select people with a high degree of emotional intelligence when recruiting salespeople.

This study attempted to figure out the usage of the modular system in other fields through literature review and empirical study, analyze its structural method in fashion. After analyzing architecture & product-related books, the Internet data and previous studies, the modular system's five structural methods were obtained. Then, 991 photos of women's clothes from 2003 to 2014 were collected through the fashion websites in Korea and abroad. The results can be summarized as follows: First, the following five structures were derived: assembling structure, overlapping structure, arrangement structure, inserting structure and folding structure. Second, according to analysis on the structural method of the modular system in modern fashion, overlapping structure (34%) was the most common. Third, in fashion, the use of fastener for installation and removal is important for assembling structure. In terms of overlapping structure, 3D volume by vertical accumulation was commonly observed. Arrangement structure revealed a horizontal and flat shape through simple arrangement. In inserting structure, on the contrary, non-standardized modules were used as a part of clothes or decorative elements. In folding structure, origami technique for reduction and expansion was used.

In the era of 2.0 web, blog has become the media that men can express themselves with fashion more actively and independently, as paying much attention to their personal appearance and cultivating an upscale lifestyle. They often create their fashion images in the virtual space where enables a free and creative operations of self-expression. The study aims to identify the types of men's ego-images represented on the personal fashion blogs based on the framework of analysis from the previous research (Suh, 2014), to build the base data for analyzing men's fashion style in 21st21st century that reflects changes in men's sexual images, and to verify the framework as comparing with the previous case study about the women blogs (Suh, 2014). The case studies conducted 5 men's personal blogs such as bryanboy, iamgala, little fashionisto, katelovesme, and stylentonic. The study results almost same types of women's ego-images as following. The imaginary ego-image is classified as narcissism, regression, identification, and virtuality, the social ego-image as symbolism of roles and others'desire, the real ego as primary instinct, practical reality, object a, jouissance and sexual perversion. The personal style of men shown on the fashion blogs appears as a significant factor to analyze male customers in the growing men's beauty and fashion market.

The purpose of this study is to identify the antecedents of consumers' decision postponement on purchasing fast fashion brands. Ongoing search behavior, overchoice confusion, and similarity confusion were considered as antecedents. It was hypothesized that ongoing search behavior influences decision postponement both directly and indirectly through overchoice confusion and similarity confusion. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis, which were exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. Factor analysis proved that ongoing search behavior, overchoice confusion, similarity confusion, and decision postponement were uni-dimensions. Tests of the hypothesized path proved that ongoing search behavior influences decision postponement indirectly through overchoice confusion. In addition, similarity confusion influences decision postponement. The results suggest some confusion reduction strategies for marketers of fast fashion brands. Suggestions for future study are also discussed.

This study was to examine the service and the product evaluation factors of Korean internet fashion shopping malls and to suggest marketing implications for Korean internet fashion shopping malls wanting to expand into the Chinese market. This study conducted a questionnaire survey for college female students in Qingdao, China, who have shopped at Korean internet shopping malls, and 310 surveys were used in the final analysis, frequency analysis, factorial analysis, and regression analysis. The results of the study were as follows. First, Most of the respondents answered that they found the Korean internet fashion shopping malls through the internet, and the most purchased item was outer clothing. Second, the system stability and web site structure excellence factors had a positive influence on the service satisfaction for the shopping mall 'S', while the system satisfaction, service efficiency, interactivity and web site structure excellence factors had positive influences on service satisfaction for the shopping mall 'P', and the system satisfaction, service efficiency, interactivity factors had positive influences on service satisfaction for the shopping mall 'N'. Third, examining the correlation between product satisfaction for the shopping mall 'S', 'P', and 'N' with fashion product evaluation factors showed that, design factors and quality excellence factors of the three shopping malls had positive influences on product satisfaction. The results of this research provide useful information in forming an efficient operating system and improving marketing strategies for internet fashion shopping malls planning to enter or having already entered the Chinese market.