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.

Despite the declining birth rate and consequent lower children population in Korea in recent years, there has nevertheless been found to be a positive trend in relation to the purchase of toddler and children’s wear. This has led toddler and children’s wear to pursue sales and marketing strategies. There is especially a growing number of experiential marketing that provide an empirical element, which stimulate consumers’ emotions, and also create a relationship with a brand. Therefore, this research aims to serve as practical data for the planning and implementation of experiential marketing strategies through the analysis of experiential marketing cases conducted by brands of toddler and children’s wear. The study examines the status of the Korean toddler and children’s fashion market between 2009 and 2018. The domestic brands of toddler and children’s wear were analyzed with the application of Bernd H. Schmitt’s five experiential modules. The analysis results first showed that of the five modules, ‘feel’ held the highest proportion, followed by ‘think’ and ‘act’, and lastly ‘sense’ and ‘relate’. Second, the experiential marketing stimulated more than three of the five senses. Third, experiential marketing that provided educational experiences to children was conducted. Fourth, an experience was provided for parents and children to enjoy together. Finally, product promotion and purchase were naturally linked. The study’s results have confirmed that toddler and children’s wear brands implement experiential marketing strategies, which convey the emotional and cultural experiences shared by parents and children in various ways.

The purpose of this study was to investigate the effect of perceived risk, community usage motive, and price sensitivity of customers who purchase children’s wear directly from overseas on customer satisfaction. Specifically, this study is aimed at verifying the moderating effect of price sensitivity when perceived risk and community usage motive significantly influence customer satisfaction. A survey was conducted among consumers who experienced directly purchasing children’s wear from overseas and engaging in communities. A total of 415 questionnaires were distributed, which 41 responses were insincere and excluded; thus, 374 responses were analyzed. Results of this study are as follows. First, the analysis on how perceived risk and community usage motive influence customer satisfaction reveals the significant influence of economic and social psychological risk on customer satisfaction. Moreover, informational, recreational, and social emotional usage motive have a significant influence on customer satisfaction. Second, the effect of perceived risk and community usage motive on customer satisfaction based on different levels of price sensitivity was verified. As a result, delivery and economic risks affect customer satisfaction for consumers with high price sensitivity. Moreover, recreational usage motive has a significant influence on customer satisfaction for high price sensitive consumers. In conclusion, perceived risk negatively impacts customer satisfaction. Therefore, it is essential to provide a system that can reduce the perceived risk of consumers who purchase children’s wear directly from overseas.

The natural resources of Jeju are recognized as the new regional image of that clean island. Reflecting these trends, this study is initiated to develop a textile design with the motive of persimmon, a natural resource of Jeju, and to apply it to infant’s and children’s clothes. Its purpose is to highlight the image of persimmon, a traditional dye, as a regional signature for Jeju. Product development procedure included, understanding the use of persimmon for fashion products, analyzing Infants’ and Children’s designer collections over the last three seasons (focused on 2014S/S, 2015S/S, and 2016S/S), and surveying the Children’s Clothes market for persimmon dyeing in Jeju. The conclusion was that, the natural resources of Jeju are highly valuable, and should be applied to textile design and apparel products for children. Utilizing Jeju persimmon was actively studied, but, the market for the Jeju persimmon natural - dyeing products is extremely limited. Moreover, the apparel products for infants and children represent old-fashioned styles, despite their higher prices. Therefore, using the formative characteristics of persimmon for each theme was suggested for development of patterns for textile design. Pattern designs were expressed using textured textile screen-printing, embroidery and appliqué for infants’ and children’s clothes. In this study, a total of 10 items were prepared as apparel products for infants and children. All items were designed considering mix-and-match, potential, with each other or with regular mass-market products. These results are expected to contribute to highlighting the unique image of Jeju and to help promote fashion culture products.

Qualitative consumption is a trend in the children clothing market and watching TV of childcare-entertainment reality programs are becoming popular. This study examines the watching degree of childcare-entertainment reality TV programs of parent buyer (30s) and potential buyer (20s) and we investigate their shopping orientation of children wear. We did the survey research of 200 consumers with SPSS statistical analysis including the review of internet news, paper, and books on children wear shopping orientation. The results are following: first, the longer the watching time of childcare-entertainment reality TV programs, the higher shopping orientation, such as following the fashion of child stars, and the higher the watching preferences on childcare-entertainment reality programs, the greater shopping orientation in following childcare-entertainment reality programs star when they are purchasing children's clothing. Second, potential consumers as well as parent consumers were affected by watching the childcare-entertainment reality programs. Watching childcare-entertainment reality TV programs could give the impact when they were shopping children’s clothing because they wanted to follow the fashion of childcareentertainment reality programs TV star. Accordingly, the exposure of the childcare-entertainment reality programs for children clothing is found to be positive to the both current and future consumers.

Based upon literature survey, this research aims to analyze western children's clothing and characteristics over centuries. It was not until the 18th century that children were given serious consideration and that fabrication of clothing began to be designed only for children. The very first clothes which revolutionized children's wear was 'a la matelot' in the 18th century which freed children from physical restriction, recognized gender difference, and sailor suit became popular among all sexes and adopted as school uniform. And then children's clothing was shortened in length and adopted tubular silhouette, which allowed greater comfort and movement. The 20th century saw children's wear reform to be carried out after the World War II due to invention of synthetic fiber, easy care dress material, mass production system and sophistication of marketing methods. Further evidence of improvement of children's social status can be found in contemporary designs: for example, 'casualized' wear, 'character design' which reflects children's psychology and 'family look' which is designed to be worn with mothers. This evolution of children's clothing within western dressing support the view that children's clothing is not a miniature of adult wear but it reflects idiosyncrasies of the era and exerts children's dignity.