The purpose of this study is to analyze the eco-friendly design characteristics of contemporary children’s collections. Photos from FirstviewKorea were utilized for analysis; 29 brands were selected that included children’s clothing collections featuring eco-friendly characteristics from 2007 to 2018. The results are as follows. First, naturalness was the most frequent characteristic of environmentally friendly children’s collections. It was not conveyed in an eccentric way in any season, showed a relatively uniform distribution, and was seen in various ways, including printed on the fabric and expressed in appliqués and embroidery. Second, handcrafted features frequently changed according to seasonal trends. Various methods such as beading, embroidery, applique, sewing techniques, and handbags were used, which enhanced manual workability, discrimination from other designs. Third, traditionality is divided into the characteristics of ethnicity and revivalism. National traditions were expressed in the clothing and reflected the current generation while connecting to the past. Fourth, simplicity appeared in classic designs such as simple silhouettes, sparse decoration, natural colors, and comfortable dress length that is not tight on the body. Simplicity was not a frequent feature due to the characteristics of the children’s clothing collections. Fifth, playfulness functioned to enhance the children’s clothing’s wear frequency. Although it was the least frequent of all the characteristics, it seemed to increase the design fun and the clothing’s value by fusing with other characteristics such as handcraftedness and naturalness.

Nowadays, Korean culture affects fashion cultural industry. Furthermore, art and fashion collaborate considerably more now than in the past. Korean fashion experts and fashion cultural industry have mainly focused on global tourists. Fashion cultural products that promote the image of Korea synthesize both traditional and contemporary traits of the Korean culture (Cho, 2007), which reflects cultural and economic values. Hallyu, which means ‘Korean Wave’, has been a popular trend of Korean cultural contents on the global market. The target market of the contemporary Korean fashion clothing has mostly targeted global tourists. However, traditional products dominate over a few contemporary products on the Korean cultural product market. This study focuses on the contemporary Korean fashion clothing that are designed and reinterpreted in our times. When these designs become available on the market, they can excite more interest both in the fashion industry and among the consumers. This will help highlight the importance and potential of the present-day Korean cultural products. The purpose of the study is to figure out effects of contemporary Korean fashion clothing attributes on consumer response and consumer behavior. Contemporary Korean fashion clothing attributes are divided to Korean culture, fashion/practicality, creativity/uniqueness and design/aesthetic traits. Consumer response is to see the affective and cognitive response. Also, consumer behavior is to see preference and purchase intention. In the study, the data was used to conduct exploratory factor analysis and reliability analysis with SPSS, 21.0 and Amos 18.0 was used to conduct confirmatory factor analysis and structural equation modeling for testing the hypotheses. The results revealed fashion/practicality, creativity/unique attributes had positive effect on affective response and creativity/unique, design/aesthetic attributes had positive effect on the cognitive response. In addition, affective and cognitive response had positive effect on preference but only affective response had positive effect on purchase intention. Lastly, preference had positive effect on the purchase intention. The implications of this study would stimulate the expansion and further development of the Korean contemporary design market. However, as a limitation of research, limited category of product was used so more various kinds of fashion category can be used for the future research.