This paper aims to analyze the characteristics of the contemporary Chinese fashion market and the competitiveness of Korean fashion brands in China. Fashion professionals experienced in both the Korean and Chinese fashion markets participated to investigate the Shanghai market and consumers. The results of in-depth interviews show that Shanghai is the most favorable city among Tier 1 cities for Korean fashion brands planning on entering into the Chinese market. Shanghai consumers are open to international brands and highly prefer newness in fashion. Contemporary menswear was selected as a potentially big market due to the increase of unique, young, upper-middle-class male consumers. The Korean fashion brands’ strength is that they are capable of satisfying Shanghai consumers with excellent product planning and sensory design capabilities. Their disadvantage is that their brand recognition is weaker than that of global and international brands, and their ability to localize to the Chinese market is weak. The opportunity comes is from the Korean Wave, which is a positive for Korea's products and has good geographical access. The threat is that the Shanghai market is fiercely competitive; having access to many worldwide brands, and the competitiveness of Chinese brands is on the rise. To enter the Shanghai market, creative design ability, trendy product development, skill, and appropriate PR methods such as using Korean culture contents would be required to satisfy the young, powerful consumers in Shanghai.

The purpose of this study is to find an expression method for Korean fashion design that can have competitiveness in the global fashion market. For this, fashion specialists at home and abroad were interviewed, focusing on their opinions on the Korean motifs outlined in existing literature studies. First, aesthetic sense and expression characteristics that have appeared in existing studies on Korean art, Korean traditional costume, and Korean fashion were explored. As a result, they were categorized into: Modesty/plainness, freewheelingness, religion/custom, and humor/joke. During this process, Korean design motifs were extracted based on the aesthetic characteristic and expression method of aesthetic sense. According to the opinions on Korean design motifs and Korean fashion design works drawn from the interviews with fashion specialists at home and abroad, Changhomun was the favorite design motif to be utilized in Korean fashion design. The Korean specialists thought that visual design motifs were important, while the overseas specialists had more interest in abstract design motifs, which embody the background and story behind the motif. Regarding the fashion design associated with the Korean design motif, all specialists at home and abroad favored the design using ceramics and wrapping cloth. Regarding the choice of fashion image, Korean specialists chose the design utilizing Hangeul as the most Korean, while the foreign specialists chose designs reflecting the design motifs of Hangeul and Hanbok for women. The Korean specialists chose relatively more Korean images, while the foreign specialists chose more eastern images or other images than Korean images.

본 연구의 목적은 동대문 패션시장의 의류제품 품질구성요소를 알아보고, 품질개선방안을 알아보고자 하였다. 서울지역의 20대 이상 성인여성을 대상으로 편의표본추출을 하였으며, 3개의 부분으로 구성된 설문지방식으로 측정되었다. 자료 분석은 요인분석, 대응표본 t-test, 빈도분석을 실시하였다. 본 연구의 결과 의류제품 품질구성차원은 심미성, 의복 관리성, 실용성, 상징성, 개성 차원의 5개로 구성되었다. 즉 심미성은 색상, 디자인 등 미적요소를 의미하였고, 의복 관리성은 의류제품을 구성하는 세부속성들의 관리 측면을 설명하였다. 또 실용성은 활동의 편안함, 착탈의 편안함 등의 의복착용의 실용적인 측면을, 상징성은 사회적인 품위와 지위를, 개성표현은 유행성이나 상품의 차별화 항목을 의미하였다. 그리고 중요도와 만족도의 차이를 알아본 결과 개성차원을 제외한 모든 항목에서 유의미한 차이가 있는 것으로 나타났고, 중요도가 만족도보다 높게 나타났다. 격차분석 그래프 상에서 심미성은 I영역에 속하는 것으로 현 상태를 유지해야 하는 강점 항목으로 나타났다. 특히 색상은 IV영역으로 품질개선이 요구되는 속성으로 나타났다. 그리고, 상징성, 관리성, 실용성은 III영역에 속하는 것으로 나타났다.