This study seeks to explore the relationship between clothing adaptation and acculturation for married Chinese immigrant women. In addition, it aims to analyze the differences in their clothing consumption behaviors according to acculturation level. To achieve these purposes, a quantitative research study was conducted on 291 wives of Korean-Chinese multicultural families in Seoul and Gyeonggi. The data was analyzed using factor analysis, cluster analysis, ANOVA, and the Duncun test. The findings were as follows. First, the women were divided into three groups based on their level of acculturation, which was defined as ‘assimilated’, ‘marginalized’ and ‘segregated’. Second, the relationship between their acculturation level and their clothing adaptation was identified. The marginalized group had the lowest level of clothing adaptation. Third, the groups’ differences in clothing selection criteria were analyzed. The segregated group considered the practical aspects (price, color, quality) of clothing to be more important than the other groups. The marginalized group scored the lowest in valuing the aesthetic factors (design, style, trendiness) of clothing. Finally, conformity of clothing consumption varied significantly based on acculturation level. The assimilated and marginalized groups showed higher levels conformity than did the segregated group. Clothing purchase location also varied significantly between the three groups. The assimilated and marginalized groups preferred online shopping, but members of the segregated group preferred to carry out their shopping off-line. This study showed that clothing adaptation and clothing consumption behaviors play key roles in understanding the acculturation of multicultural families.

The purpose of this study is to empirically investigate consumers’ clothes shopping orientation factors and perceived risk factors affecting the purchase intention for fashion products in social commerce. For this study, questionnaires were given to 500 adults in their 20s~30s who had experience of using social commerce related to general products or services. To analyze the results of this study, we conducted descriptive analysis, factor analysis, reliability analysis, a chi-square independence test, and hierarchical regression analysis using SPSS 18.0. The results were as follows. First, social commerce users’clothes shopping orientations were classified into the pursuit of pleasure, brand, fashion innovation, trend, and utility, and the perceived risks were classified into the risks related to products, consumer service, loss of purchase opportunity, confidence in the web site, economy, and security. Second, clothes shopping orientation factors and perceived risk factors had a somewhat significant influence on the purchase intention for fashion products. Third, there was a significant difference between sexes regarding the influences of the clothes shopping orientation factors and perceived risk factors for the purchase intention of fashion products. Finally, this study aims to provide useful information for fashion companies to enable them to establish specific strategies that can influence consumers’purchase behaviors through social commerce.

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 purpose of this study was to investigate the differences in female college students' sociocultural attitude toward appearance and pursuit of clothing benefits according to their narcissism. Data collection was conducted through survey for female college students, and a total 221 questionnaires were used for data analyses. For analysis of data, frequency analysis, factor analysis, reliability analysis, and one-way ANOVA were applied. The results were summarized as follows. First, the factor analysis on narcissism resulted in two dimensional structures: self-initiated and other-dependent narcissism. The respondents were categorized into four narcissism groups, such as compositive, self-initiated, other-dependent, and withdrawn narcissism groups. Second, the factor analysis on sociocultural attitude toward appearance resulted in two dimensional structures: internalization and awareness. Five dimensions of pursuit of clothing benefits were identified: individuality, self-expression, fashion, comfort, and social recognition pursuit. Third, there were significant differences among the categorized narcissism groups in sociocultural attitude toward appearance and pursuit of clothing benefits. The results confirm that narcissism has an impact on sociocultural attitude toward appearance and pursuit of clothing benefits. It is expected that this study provides insight for apparel makers or retailers to develop their marketing strategies.

The objective of this study was to take a closer look at the clothing benefits sought by breast cancer survivors in Korea. A qualitative descriptive study was conducted, using the focus group interview. Data was collected from members of online breast cancer forum. 18 participants were breast cancer survivors who had mastectomy or lumpectomy in their 30s~50s. The data was analyzed using content analysis in order to identify significant themes. The analysis indicated that benefits were sought after functional/comfort, health, feminity, and compensation were found. First, breast cancer survivors considered functional/comfort to be most important benefit so as to keep the body comfortable from the weather. Second, participants put the healthy body as the first priority and chose a well-being lifestyle and were likely to wear clothes made in healthy fabric, such as organic, bamboo or charcoal. Also, they preferred to look active by wearing sport brands or outdoorwear brands. Third, after the surgery, they experienced the sense of femininity loss and the sense of crisis as a woman. Single women and married women in early 30s recognized more seriously, and they tried to recover feminity by wearing clothes with feminine details. Forth, breast cancer survivor consumers tended to shop for the psychological compensation. In summary, consumers with breast cancer surgery, unlike general healthy women, did not sought to be economic, fashion, self-expression benefits, rather they sought health, femininity, and compensation benefits. Therefore, it seems necessary to develop proper products and marketing strategy to meet the said consumer's special needs.

The purpose of this study was to verify the change in temperature·humidity·perspiration of fire suit when applying phased intensive exercises to fire fighter wearing fire suit. For this study, three male fire fighters took basic physical test and performed 10 minute phased intensive exercises -exercise intensity I (30%VO2max), exercise intensity II (45%VO2max), exercise intensity III (60%VO2max) based on maximum oxygen consumption (VO2max)- wearing fire suit (helmet, boots, air respirator) in treadmill and took a rest. The result of study shows that the temperature in the suit elevated during stabilization period after each exercise intensity, humidity elevated as exercise intensity increased, perspiration elevated as exercise intensity increased.

This study aimed to provide the basic data of the establishment of marketing strategies by dividing consumer groups in accordance with the pursuit of clothing benefit, and then understanding the importance of clothing selection criteria in those groups, whether there are any differences in it between groups, and whether there are any differences in preference of clothing color depending on the mood state of those groups. The scale of this study was comprised of the pursuit of clothing benefit factors, clothing selection criteria factors, and the factors related to preference of clothing color by each mood state. In the results of the analysis, the factor most considered when male and female consumers in 20s~30s purchase clothing was fitting, and followed by convenience, stable shape, condition, design, and others' reaction in order. However, those 'design', 'convenience', 'others' reaction' and 'condition' factors were significantly different between groups. Therefore, the significance of this study is that fashion brands could develop new positioning maps for marketing and promotional strategies based on the pursuit of clothing benefit shown in this study.

This paper studied why middle-aged group is using active wear as casual wear. First, we can think of 'comfort', 'ideal body shape', 'trend', 'functionality', 'economy' for the reasons. We categorized the incentives as 'comfort/functionality pursuits', 'trend/economy pursuits', and 'ideal body shape pursuits'. Studies showed that statistically significant number of men pursue comfort and functionality, and statically significant number of women pursue trend and economy. Second, this study shows that the number of consumers who use the active wear in daily lives is greater than that of those who use it only for outdoor activities. The difference was statistically significant in T-shirts and pants. The most frequent usage was in social activities, and the next frequent usage was in cultural activities. The reason is that currently, middle-aged consumers are actively participating in social gatherings than any other activities. Especially, considering that the men wear active wear more than the women do, development of the product as men's casual wear that is compatible with other apparels will be necessary. We expect this study will be used as the preliminary data for a marketing strategy targeting the middle-ages.

본 연구에서는 인체 상 하체에 대한 적정 의복압값과 평소 착용습관에 따른 주관적 압박감의 차이를 알아보기 위해 30-40대 중년여성을 대상으로 거들과 웨이스트 니퍼를 착용한 후 압력값과 주관적 압박감을 측정하였다. 또한 화운데이션 착용 시 주관적 압박감에 영향을 미치는 제반 요소(자세변화, 착용시간, 심호흡 등)에 대하여 알아보고자 의복압과 주관적 압박감를 측정하고 분석하여 다음과 같은 결론을 얻었다. 적정 의복압의 평균 결과 거들은 2.1±0.8 kPa, 웨이스트 니퍼는 1.5±0.8 kPa로 하체의 적정 평균 의복압이 상체에 비하여 높게 나타났으며, 하체보다는 상체에서 평소 느슨하게 입을수록 압박 수준에 대한 민감도가 컸다. 화운데이션 착용습관 조사를 통해 느슨하게 입는 그룹을 'loosely', 조여입는 그룹을 'tightly'로 분류하여 압력값과 주관적 평가의 상관관계를 살펴본 결과 'loosely' 그룹에서 객관적 압력값과 주관적 평가 간에 또한 주관적 평가와 선호도 간에 상관계수가 더 높게 나타나 평소의 착용습관이 압박감각에 영향을 미침을 알 수 있었다. 자세(선 자세, 앉은 자세)에 따른 압력값의 변화는 웨이스트 니퍼에서만 유의한 차이가 나타나(p=.001), 웨이스트 니퍼 설계 시 적정 의복압을 유지하기 위한 주의를 거들보다 더 기울여야 함을 알 수 있었다. 또한, 시간이 지남에 따라 실제 압력값은 변화가 없었으나 주관적 압박감은 대체적으로 적응을 하여 장기간 착용 시 생리적으로 부정적 영향을 미쳐도 인식하지 못할 수 있음을 알 수 있다.

The purpose of this study was to analyze the eroticism of the exposed body and clothing style of Chinese foreign students in Korea and to provide basic information required to design and develop a niche market for the Chinese. A Chinese professor translated 52 questions, which formed a preliminary survey given to 30 Chinese students. Following this preliminary survey, some questions were then revised. The surveys were conducted during 3 weeks starting from the 5th of October. Only 289 of 330 questionnaires were selected for statistical analysis. Data were analyzed statistically through Frequency analysis, Chi-square test, T-test, and Regression analyses in SPSS 12.0. The results of this study were as follows. First, we should consider men's breast, back, and neck line in order to develop the design of men's clothes, and the leg and collarbones for women's clothing. Second, it was suggested that we pay attention to the following articles of clothing to expand the erotic market for Chinese women's clothes: mini-skirts, side slit skirts, and tight-skirts for bottoms; blouses or T-shirts with a neckline scooped out deeply for tops; and see-through one-piece dresses with deeply scooped out backs.