This study aimed to analyze the expression of Hybrid in Contemporary Hair Design that is one kind of total fashion. In this research, by background of the hybrid characteristics of the messes culture art, the hybrid characteristics of the hair design has been defined as characters which is the mixture of timeless spaces, styles, sexes, unsuitable elements and cultures. The results of analysis by the expression of the hybrid hair design after 2000 is like this. As the researching, the hybrid characteristics of the hair design by the mixture of unsuitable elements and styles have been presented the highest. The result of the frequency of the apparition in the hair design molding elements according to the expression of the hybrid hair design, the hybrid characteristics of the unsuitable elements and style has been presented ideological form and the artificial form was the highest. The case of the hybrid of the activated texture, the unsuitable elements, style and timeless space has been presented excellently one after another. In the color tone, the mixture of the style, the unsuitable elements and timeless space has been presented one by one. The case of the hybrid of the image, the unsuitable elements that is the highest the frequency of the apparition was presented the image of the avant-garde, the fantastic and humor one after another.

The current research focused on exploration of a well known Korean fashion and clothing industry cluster, Dongdaemun Fashion Town(DFT). Many clothing and fashion wholesalers in DFT with various business formats are trying to obtain competitive advantages. For the empirical study, a questionnaire was developed. Items measuring descriptive statistics for each business and contractor selection criteria were included in the survey. 161 data from Employees of various wholesalers of DFT were used for statistical analysis. Majority of DFT customers were buyers of Internet shopping malls and street retail shops. 64% of them used domestic contractors for sourcing products. Most of them managed less than three contractors. Contractor selection criteria were factorized as flexibility, production ability, stability, fame and location. Wholesalers were segmented into three groups: product oriented, flexibility oriented and stability oriented groups. Group differences in terms of business practices were assessed and strategic implications were included.

Internet brand community's message makes significant contributions for fashion industry. Therefore, if we understand and implement the characteristics of the message on the Internet brand's community, it can be useful for future marketing strategy. This study was to classified the internet community and to examine messages with regard to direction, write motive and prior knowledge. The messages were taken from February, 20th, to August, 7th in 2008. Content analysis method was used for this study. The results were as follows: First, Fashion brand community divided into user initiative type and enterprise establishing type. Second, User initiative type had positive direction message more than enterprise establishing type had. Third, User initiative type had large volumes of information searching or sharing related message, but enterprise establishing type had large quantities of personal experience related message about write motive. Fourth, There was no difference numerical prior knowledge between user initiative type and enterprise establishing type, and then both had a high rate of prior knowledge.

The contra-sexual phenomenon that is recently focused is one of the new factors, which is focused when explaining the life style of progressive woman’s image and it is creating cultural category. Moreover, the contra sexual people that are rising as new consuming subjects are not simple primary consumers but their shopping culture and cultural tastes are giving effects to many people. Because of the tendency, marketer of consuming industry are making efforts to predict the changes of contra-sexual people’s shopping habits and tastes. Therefore, it is necessary to grasp contra-sexual phenomenon and research the fashion design aiming at that in order to predict woman’s fashion image in the future. Therefore, the study considered concept and characteristic of contra-sexual phenomenon and surveyed its example in the popular culture. And, the study analyzed the formative characteristic of contra-sexual fashion shown in the public cultures such as drama and movie. On the basis of the result, design was suggested by reflecting contra-sexual fashion characteristic under the concept of ‘Urban Splendor’. From the results above, it was possible to grasp the concept and characteristic of contra-sexual phenomenon, which appeared as a trend and understand new woman’s image and the fashion that has changed because of it. It is considered that the establishment of the foundation of contra-sexual phenomenon, which plays as an important variable in woman’s fashion, fashion accessory, cosmetic and advertisement field but it is hard to clarify, by analyzing the work aiming at contra-sexual phenomenon will be helpful for predicting the change of woman’s fashion in the future.

최근 게임 내 광고(In-Game Advertising)는 광고시장의 새로운 한 축으로 떠오르고 있으며, 많은 이들이 게임내 광고가 게임 및 광고산업을 전혀 새로운 차원으로 발전시킬 것으로 전망하고 있다. 본 논문은 여성사용자들을 겨냥한 패션 브랜드 게임내 광고가 게시된 온라인 레이싱 게임에 대한 실험을 통해 게임내 광고에 대한 경험적 연구결과를 담고 있다. 실증적 연구를 위해 현재 유럽지역에서 서비스 중인 3D 온라인 레이싱게임 호보런을 연구조사 대상으로 삼았다. 본 연구의 실험결과는 여성게임사용자들의 광고인식률이 일반광고보다 높음을 보여며, 여성을 타겟으로 한 게임내 광고의 또 다른 잠재적 가능성을 예증한다.

At the end of April, 2009, the number of mobile phone users reached about 46 million in Korea. Consequently, the mobile shopping market is growing rapidly, and fashion products are one of the most concerned categories in mobile shopping market. In the meantime, the growth rates of domestic fashion industry and fashion retail market are forecasted very slow. In this situation, however, the growth rate of on-line shopping market including internet shopping, TV home shopping, and mobile shopping is estimated more than 12% per year until 2010. Particularly, mobile shopping area is forecasted the most rapid growing field. The objective of this study were to confirm the factors which had influences on mobile fashion shopping and to examine the effects of these factors affect the attitude toward mobile fashion shopping and the using intention of mobile fashion shopping. With the results, marketing strategies for mobile fashion shopping companies would be proposed. Date were gathered from 125 respondents of 20's and 30's females and were analyzed by AMOS 7.0. The key points of the results are; 1) The 5 factors of instant access, individualization, amusement, usefulness and ease of use which extracted from preceding researches were confirmed as the characteristics of mobile fashion shopping, 2) among these factors, amusement and usefulness had positive influences on the attitude toward mobile fashion shopping, 3) reliability on mobile fashion shopping didn't had an influence on the attitude toward mobile fashion shopping significantly, but had a positive influence on the using intention of mobile fashion shopping directly, and 4) the attitude toward mobile fashion shopping affects using intention of mobile fashion shopping positively. With these results, mobile fashion shopping companies can establish marketing strategies from various angles.

The purpose of this study is to comprehend western style in fashion and to contemplate the hybrid tendency reflected on western style, thereby to analyze the aesthetic characteristics of the hybrid tendency of western style. For such purposes, this study first examines western style historically, in order to analyze hybrid tendency reflected on western style, and conduct a case study by analyzing photographic materials of prêt-à-porter collection since 1980s. The result of this study is as follows: the hybrid tendency reflected on western style are modification and fusion of regional culture, adaptation and composition of subcultures, and appropriation of sexual minority culture. (1) Modification and fusion of regional culture is expressed in ethnic items and patterns of embroidery, mixing Mexican and Spanish, American Indian and American cultural references. (2) Adaptation and composition of subcultures emphasize traditional or vintage western style by mixing characteristics of western and other subcultures. (3) Appropriation of sexual minority culture is expressed in rhinestone chaps and fetish corset, glitter rodeo suit, reminiscent of drag or queer cultural references. The result of this study will provide basis which can be utilized in the development and educational background of fashion design.

The past Romanticism, which emphasized loveful, womanish property, has changed into new-concept Romanticism as it was harmonized with various emotional cultures and trends in the 21st century. New-concept romanticism is found in various fields ranging from personality, diversity and discrimination to emotion. It is appearing as a new style searching for taste as it is mixed and matched with other fields. In fashion, Romanticism and mix-and-match trend provide womanish feeling through the match with romantic chiffon, high-waisted pants and cashmere cardigan and show modern emotion through vest and short blazer. Therefore, it is necessary to reconsider the method to analyze and express fashion emotion style on the basis of mix-and-match trend of Romanticism. The purpose of this study is to analyze how Romanticism is expressed in the mix and match with other emotional style, predict direction of Romanticism style and establish the ground to find changing fashion trend accurately. The researcher expects that design development will be focused on the fashion, which is more various and characteristic and search for convenient, healthy life, on the basis of the analysis on mix and match shown in Romanticism fashion of the study. The researcher tried to provide the base of design development and assist design activation by using mix and match, which can create various new styles, accurately and understanding and predicting the fashion trend of the 21st century.

As the global trend of Retro combined with the tendency of individualism which respects dramatic change and diversity in the 21st century, Goth subculture of Korea developed into various popular styles. This study, noticing the influences of Goth to the Korean youth culture and fashion trends, intends to examine the current fashion trends to analyze the various aspects of the influences of Goth to the Korean youth culture. To do this, various documents and numerous Internet materials on the Korean Goth culture are comprehensively reviewed, and the Goth look images of popular stars, photographs from fashion magazines and fashion collections are gathered, analysed, and classified into types, and the specific characteristics of these types are comprehensively analysed. According to the result of this research, Punk Goth look, departing from the sensational and aggressive style of Punk look, expresses sexy and luxurious images, while Romantic Goth look shows the brilliant and cheerful style by mixing the cute girlish image and the elegant feminine image of exaggerated details and voluminous silhouette. Avant garde Goth look parodies Goth image by using the dramatic effects of Goth images or is expressed in performances. Sexy Goth look, which reveals the sexual attractiveness of men and women much more assertively, tries to do suggestive representation and excessive exposure of human body. Dandy Goth look, which has the simple and modern line, expresses the calm and chic feeling by employing basic items with minimized details and coordinating unique accessories for accent.

21st century post digital society orients co-existence, fusion, and blurring boundary than conflict, differentiation, and boundary, and makes a try liberal combination of various different objects. Furthermore, radical development of science and digital equipments offer technical possibility that could combine various fields. Hence, many different departments demolish their boundary, and combine for development of multi-functional and complex shape’s products. For job-nomads, fashion attempts to combine with architecture, furniture, daily necessities, and digital equipments spontaneously. This paper aims at consideration about the blurring phenomena expressed in complex fashion space of 21st century throughout empirical fashion photographs analysis, which show combination among fashion and various different fields. Blurring boundary phenomena of complex fashion space are classified with 4 parts as follows as: 1) furniturizing, 2) wearable dwelling, 3) lumiduct, 4) becoming fashion. Each parts are examined 8 aesthetical characteristics such as movement and lightness, hyper-link and openness, immateriality and inter-activeness, and diversity and ambiguity. 21st century fashion has changed more simple and light, and creates new form throughout combination with many other fields, and enlarges its function and sphere. I think this paper would help certificating practical use of fashion space as multiple and complex space, and makes contribution to forecast about fashion development of the future and offer inspiration about creative and innovative fashion design.

The purpose of this study is to categorize the dimensions of the visual evaluation of the costume details of the retro romantic fashion and to research on the costume details and the visual evaluation by evaluators’ gender, age, and major, and on their preferences. Quantitative research were conducted for this study. Based on the pictures, 10 costume details were selected for the survey questions and data were collected. All 446 subjects who participated in this research were college students(males and females) residing in or near Seoul. Data were collected in September, 2008. The collected data were statistically analyzed using SPSS which included: factor analysis, Cronbach’s α reliability analysis, three-way ANOVA, two-way ANOVA, one-way ANOVA, Duncan’s multiple range tests, and the t-test. The results of visual evaluation of retro romantic fashion are as follows: First, as a result of the factor analysis of the costume detail evaluation, five factors including attractiveness, decorativeness, cuteness, retro, and femininity surfaced. Second, the gender difference in the results of the research revealed that women rated decorative, cute, retro, and feminine characteristics higher than men did. Third, there were significant interactive effects in attractiveness and femininity depending on costume details and evaluators’ gender. Fourth, subjects majoring in fashion valued attractiveness and femininity of the stimulus over non-fashion majoring subjects. Fifth, there were significant differences in the preferences of costume details depending on gender.

The advent of various arts and remarkable development of mass media since 1980s accelerate fashion photographs' advancement. The expression of fashion through photographs can represent characteristics of ages, societies, cultures, traits of designers and techniques of photographers. This study focuses on Cindy Sherman's fashion photographs, which represent different kinds of respect to the women's states and identity. Cindy Sherman describes neglected women, sexual characteristics, and tries to overcome the limitation existing in modern society. By analyzing her fashion photographs, women's identities can be examined and the new trial of fashion photographs' expression is able to be considered as well. The results are summarized into two traits. The first is grotesque images, which have strange cuts, dissolved and deformed bodies. Those are expressions to subvert the stereotype of women. The second is amusement, which is expressed with uncanny and ridiculous appearances. These fun images are challenges to depict human instinct and also symbolic plays.