Limited fashion products serve as a strategy for demonstrating the brand’s vitality and presence by satisfying the emotional needs of consumers seeking to escape from the boredom of similar products. The MZ generation values unique experiences and desires to purchase rare and unique products. Accordingly, the fashion industry prioritizes launching limited fashion products that emphasize artistry and can convey different values compared to existing products. The open-run phenomenon, characterized by people waiting in line before the store opens and then running to the store to purchase these limited products as soon as the store opens, is rapidly emerging as a consumer trend in our society. This study explored the impact of fashion consumers’ psychological factors-that is, FOMO, brand attachment, and need for uniqueness-on their open-run intention for limited fashion products. An online survey was administered to test the research hypotheses on Korean consumers, and 300 responses were statistically analyzed using the SPSS 28.0 program. The results revealed that FOMO, brand attachment, and the need for uniqueness significantly increased open-run intention for limited fashion products. Furthermore, consumers’ fashion involvement appeared to have a significant positive moderating effect on FOMO, brand attachment, and open-run intention. However, it did not substantially impact the effect of the need for uniqueness on open-run intention.

This study explores how to integrate the generative artificial intelligence (AI) tool Midjourney into the fashion design process, emphasizing the visualization of sporty fashion concepts. The research applied Midjourney at every stage of the fashion design process: mood board, fashion sketch, flat drawing, production package, fashion show presentation, and store display and sales. Specifically, sporty fashion was selected as the theme, and customized prompts were developed from prior research and design principles to generate visual outputs for each stage. Furthermore, three apparel design experts evaluated the AI-generated images to assess Midjourney’s practical applicability and effectiveness in each phase of the fashion design workflow. Expert evaluations revealed that Midjourney was particularly effective in the early stages, offering diverse and visually engaging imagery that supported creative ideation and mood expression. The tool allowed quick exploration of different silhouettes during the sketching stage but was imprecise in detailed forms and proportions. Limitations became more evident in the flat drawing and work instruction stages, where outputs failed to accurately reflect material textures and technical construction. Prompt refinements and referencebased prompts were tested but often resulted in inconsistent or stylized outputs. Additionally, continuity between stages was missing. Midjourney shows potential as a creative tool, but experts highlight its limitations for practical industry application. Further research is needed to improve prompt optimization and training data for enhanced accuracy and usability in AI-assisted fashion design workflows.

As product packaging becomes an increasingly important tool for conveying brand images to consumers, eco-friendly packaging (EFP) is being extensively adopted by fashion companies. Given this trend, the need for research examining consumer responses to fashion products featuring EFP has increased. This study investigates the effects of attitude and subjective norms on consumers’ purchase intention of fashion products using EFP, and further explores the moderating roles of gender and ethical self-identity (ESI). A survey including 360 male and female consumers in their 20s and 30s was conducted, and the data were analyzed using multiple regression analysis. The results indicate that both attitude and subjective norms positively influence purchase intention. Gender moderated the relationship between subjective norms and purchase intention, with males exhibiting higher purchase intention than females when influenced by social norms. ESI also moderated the relationship between attitude and purchase intention, as well as between subjective norms and purchase intention. Individuals exhibiting higher levels of ESI showed stronger alignment between their attitudes or perceived norms and their purchase intention of EFP products. These findings provide valuable insights and establish a foundational understanding of the key determinants of purchase intention for fashion products with EFP. Furthermore, they provide theoretical insights into sustainable consumer behavior and offer practical implications for fashion marketers seeking to promote eco-conscious consumption.

This study aimed to analyze the characteristics of the New-Chinese style appearing in Chinese fashion designer Shiatzy Chen’s collections and, accordingly, recommend various directions for the New-Chinese style design. Regarding the research method, the background and concept of Chinese style and New-Chinese style were reviewed, while relevant characteristics were derived from prior research. Concerning the data collection, 21 season collections from A/W 2014 to A/W 2024, were selected, and 26 reviews and 1,168 collection data were collated. The results are as follows: First, “multicultural convergence” emerges as design methods reflecting social changes and utilizes diverse cultural elements. In fashion design, it emerges in a harmonious combination of culture and artistic styles, expressing the integration of varied cultures —for instance, East–West cultural convergence. Second, “historical tradition” consistently expresses Shiatzy Chen’s fashion; continuously explores Chinese people’s garments and aesthetics; and integrates oriental dignity, culture, and discipline into fashion design. Third, “temporary diversity” refers to a Chinese fashion design culture that represents the seamless blending of traditional culture and modern social values— leading the new consumer market by combining new and old generations, graffiti aesthetics on modern streets, and traditional and contemporary expressions. Fourth, “positive metaphor” expresses the intrinsic mental element and emphasizes covert rather than overt beauty. These expressions metaphorically communicate ancient Chinese legends via artistic techniques, such as contemporary illustration and embroidery, thereby conveying an active mental culture.

This study investigates activism as a powerful force for social and environmental change in South Asian fashion industries, specifically those in Pakistan, Bangladesh, and India. It defines the characteristics of fashion activism within regional contexts and explores the manifestation of fashion activism in a range of styles and practices. By combining a qualitative literature review with social media analysis, this study evaluates the role of activism in fashion and reveals that fashion serves as a vital medium for advocating social change while fostering a sense of community and identity among marginalized groups. The key findings indicate that social media is crucial for amplifying activist messages, encouraging stakeholder collaboration, and raising awareness regarding urgent social issues. In contrast to prior studies, which have primarily focused on a single topic, this research encompasses a comprehensive spectrum of activism within the fashion domain, examining critical themes such as cultural identity, gender equality, economic empowerment, and environmental justice. The findings suggest that fashion activism catalyzes significant transformations beyond conventional metrics, promoting a holistic framework for understanding social justice and sustainability. Furthermore, this study highlights the transformative potential of the fashion industry in driving social progress and emphasizes the need for further research to better understand these movements.

As social media becomes increasingly integrated into daily life, it has reshaped how people communicate and consume advertising. Instagram, a visually-oriented platform, uses advanced targeting and shopping features to deliver personalized advertising, particularly in the fashion retail sector. Grounded in the cognitive-affective-behavioral model and human information processing theory, this study investigates how Instagram’s personalized fashion advertising influences consumer perception and behavior, focusing on recommendation system quality (accuracy, novelty, diversity) and content quality (vividness, diagnosticity). A survey of 403 Korean adults aged 20–69 was conducted to assess causal relationships among these variables. The findings reveal that accuracy and diversity in recommendation systems, along with diagnosticity of content quality, positively influence user satisfaction, which, in turn, influences their click-through and purchase intentions. However, novelty and vividness exhibited no significant effects. Academically, the study contributes to a deeper understanding of the mechanisms underlying personalized advertising on visuallyoriented platforms like Instagram. Practically, it underscores the importance of creating high-quality, personalized content that aligns with user preferences and provides clear product information. Brands can enhance user engagement by designing visually appealing advertisements and optimizing linked web pages to foster emotional bonds with consumers. These strategies can cultivate long-term customer relationships and enhance brand loyalty while maximizing advertising effectiveness on Instagram.

This study analyzes the expressive characteristics of fashion design through sensory experiences, focusing on the Metropolitan Museum of Art’s exhibition Sleeping beauties: Reawakening fashion. It aims to explore the creative and innovative potential of fashion design that utilizes sensory experiences while proposing new directions for future fashion exhibitions and the design field. The research scope includes 220 garments and accessories featured in the exhibition. Based on theoretical considerations and case studies, this research classifies and examines fashion design characteristics from the perspectives of olfactory, tactile, visual, auditory, and multi-sensory experiences. The findings indicate that olfactory experiences enhance emotional engagement by integrating fragrance with storytelling, while tactile ones increase immersion through fabric texture and structural elements. Visual experiences strengthen aesthetic appeal and narrative through various digital technologies and lighting effects, while auditory ones convey the emotional messages of fashion design using sound and music. Additionally, multi-sensory experiences combine multiple sensory elements to provide viewers with an immersive, multidimensional experience. This study confirms that sensory experiences expand the creative possibilities of fashion design and suggests new exhibition strategies that integrate sustainability and digital technology. Beyond simple stimuli, sensory experiences foster emotional connections and contribute to enhancing fashion design’s artistic and cultural value. Therefore, this research highlights the importance of integrating sensory experiences with creative approaches and technological convergence to amplify the social and artistic impact of fashion design.

This study aims to examine how the marketing characteristics of Wanghong (Chinese internet influencers) influence Chinese consumer attitudes and purchase intentions toward fashion products. Specifically, it investigates how the factors of expertise, trustworthiness, and attractiveness play a critical role in shaping consumer behavior in the digital marketing landscape. The study employed a survey-based quantitative approach, collecting data from 272 Chinese consumers engaging regularly with Wanghong marketing content. A structured questionnaire using a 5-point Likert scale was developed, incorporating validated measurement items from previous studies. The collected data were then analyzed using exploratory factor analysis, correlation analysis, and multiple regression analysis. The findings indicate that while expertise negatively influences consumer attitudes, trustworthiness and attractiveness have a positive impact. Furthermore, trustworthiness and attractiveness were found to significantly enhance purchase intention, while expertise was found to have no significant effect. Additionally, the findings showed that consumer attitudes toward Wanghong-mediated marketing play a mediating role in the relationship between Wanghong characteristics and purchase intention, with the results suggesting that consumers perceive highly knowledgeable Wanghong as distant or overly commercial, reducing their willingness to engage. In contrast, Wanghong who exhibit trustworthiness and personal appeal are more effective in driving consumer interest and purchases. These findings provide valuable insights for fashion brands aiming to optimize influencer marketing strategies in China, emphasizing the importance of relationship-driven and authenticity-focused marketing.

This study explored the development direction of punk fashion through 3D digital fashion design by analyzing the expressive characteristics and inherent meanings of the punk fashion expressed in Vivienne Westwood’s creations. To this end, the concept underlying punk and its expressive characteristics were examined, and the eco-friendly expressive attributes of punk fashion were scrutinized through photos of Vivienne Westwood’s collections. The analysis focused on 10 seasonal collections showcased over the past five years, from the designer’s 2018 S/S to 2022 F/W collections. The results revealed that Westwood’s punk expression was characterized by traditionality, eco-friendliness, playfulness, resistance, and deconstruction. Traditionality appeared in the form of a harmonious redesign of classics to create new works, while eco-friendliness was manifested through the use of slogans and eco-friendly materials and methods. Playfulness conveyed positive messages through comedic situations or characters, and resistance emerged as a means of delivering messages for improving social issues. Finally, the deconstruction of punk was reflected as resistance, boldly destroying fashion structures to express dissatisfaction with society. Punk design in fashion is one of the avenues in which designers effectively express the messages that they want to communicate to society. This study is significant, as it provides foundational data for exploring punk characteristic design strategies to be used in future fashion. The scope of application for 3D virtual clothing programs is expected to expand in the fashion industry, and continuous research on digital fashion design is anticipated.

This study investigates the cognitive characteristics and transition flow of team mental models in virtual reality environments (VRE) compared to Zoom-based collaboration during fashion design problem-solving processes. Using the VRE platform Spatial.io as a case study, the study examines how virtual reality technologies influence the formation of shared mental models among collaborators. The objective is to identify key cognitive features that VREs offer to support problem-solving in multidisciplinary fashion design collaborations. The study employed a comparative experimental design, involving professionals from fashion design, marketing, and production. Participants completed the design concept generation tasks in both VRE and Zoom environments, all interactions were recorded and coded, with the analysis focusing on cognitive transitions, verbal dynamics, and collaborative behavior patterns across both environments. The results reveal that VRE fosters higher frequencies of environmental interaction (EI-EI), cognitive integration (CIM-CI), and planning to execution transitions in team interactions (PP-PIM), forming multidirectional feedback loops. These features enhanced dynamic adaptation to environmental stimuli. In contrast, Zoom-based collaboration relied heavily on linear verbal communication, with fewer cognitive transitions and limited structural feedback loops, thereby reducing efficiency in idea evaluation and execution in team interaction. The study highlights the potential of VREs to transform collaborative practices in fashion design by enabling immersive and multidimensional interactions, contributing to advancing digital collaboration strategies in creative industries, with implications for education and interdisciplinary innovation.

본 연구의 목적은 국제기능올림픽대회를 준비하는 청년디자이너들에게 전국기능경기대회 기출과제의 경향을 분석하여 국제대회에서 원활한 과제 수행을 위한 기초 자료를 제공하는 데 있다. 2009년부터 2024년까지 마이 스터넷에 공개된 전국기능경기대회, 국가대표선발전, 국제기능올림픽대회의 의 상디자인 직종 출제 과제를 비교·분석한 결과는 다음과 같다. 전국기능경기대 회의 의상디자인 출제 과제로 가장 많이 다루어진 의복 아이템은 재킷과 스커 트로 구성된 수트이며, 스타일선으로는 숄더 프린세스라인이 가장 많이 사용 되었다. 여밈 형태에서는 싱글 여밈이 가장 많았으며, 칼라는 테일러드 칼라 와 노치드 라펠이 가장 많이 출제되었다. 소매 디자인은 주로 두 장 소매가 사용되었으며, 포켓은 심 포켓과 웰트 포켓이 가장 많이 활용되었다. 국내 국 가대표선발전과 국제기능올림픽의 출제 경향을 비교해 보면, 국가대표 선 발전에서는 동일한 디자인의 의상을 정확한 치수로 제작하는 '의복 제조' 과제가 주를 이루는 반면, 국제기능올림픽에서는 선수들의 독창적인 아이 디어를 의상에 표현하는 '창작 디자인' 과제가 많이 출제되고 있다. 따라 서 국내 기능경기대회의 과제 출제 방식을 국제대회 기준에 맞추어 조정 할 것을 제안한다. 이를 통해 우리 선수들이 국제무대에서의 경쟁력과 적 응력을 키워, K-패션의 글로벌 위상을 한층 더 높일 수 있기를 기대한다

본 연구의 목적은 S-O-R 모델을 기반으로 가상패션쇼 관련 의류 제 품에 대한 소비자 구매의도의 영향 요인을 탐구하고 향후 가상패션쇼의 기획과 홍보, 의류 제품의 전시를 위한 이론적 근거와 시사점을 제시하 는 데 있다. 연구 목적을 달성하기 위해 본 연구는 S-O-R 모델을 기반 으로 사회적 영향, 의류 특징, 브랜드 명성, 의류 품질, 촉진 조건, 전시 효과, 인지와 감정 변수를 활용하여 가상패션쇼 의류 제품에 대한 소비 자 구매의도 모델을 구축했다. 정량 분석 방법을 이용하여 구축된 모델 을 검증하고 소비자 구매의도의 영향 요인을 밝혔다. 연구 결과에 따르 면 사회적 영향, 의류 특징, 브랜드 명성, 의류 품질, 촉진 요소, 전시 효 과가 소비자 인지와 감정에 유의미한 정(+)적인 영향을 미치는 것으로 나타났다. 그리고 소비자 인지와 감정은 가상패션쇼 의류 제품에 대한 구매의도를 높일 수 있음을 검증했다.

본 연구의 목적은 소비자의 속성인 성별과 전공에 따라 패션 인플루언서의 특성과 팔로우 및 관계유지 사이의 관계성을 살펴보고 소비자의 성별에 따라 패션 인플루언서를 팔로우함에 있어 동성편중을 분석하는 것이다. 패션 인플루언서의 특성은 전문성, 호감성, 유사성, 친밀성으로 구분하였으며 특성이 지속적인 관계유지에 유의미한 영향 을 미치는지 분석하였다. 연구방법은 SNS를 활발히 사용하는 20대 남녀를 대상으로 설문지 조사를 실시하였다. SPSS 통계를 사용하여 기술통계, 요인 분석, 신뢰도 분석, 카이제곱 분석, t-test, 회귀분석을 조사하였다. 연구 결과 는 다음과 같았다. 첫째, 남성은 인플루언서의 성별에 영향을 받지 않았으나 여성은 여성 인플루언서를 유의미하게 팔로우 하는 것으로 나타났다. 둘째, 지속적인 관계를 유지하는데 성별과 전공에 관계없이 공통적으로 전문성과 호 감성이 유의미한 영향을 미쳤으나, 여성과 패션 비전공자는 친밀성 또한 중시하는 것으로 나타났다. 이러한 결과는 지속적인 관계유지를 위해 전문적인 지식 전달과 함께 소비자에게 호감을 줄 수 있도록 노력해야 함을 시사한다.

This study explores the contemporary reinterpretation of traditional suit design through the lens of post-structuralist philosopher Jacques Derrida’s concept of decentralization. The objective is to systematically analyze the diverse expression methods of decentralized suits in contemporary fashion and identify their design characteristics, thus exploring various design possibilities for decentraliz suits. To achieve this, the study examines the deconstructivist fashion collections of notable designers such as Martin Margiela, Rei Kawakubo of Comme des Garçons, Alexander McQueen, and Thom Browne, analyzing 269 decentralized suits from their men’s collections from 2009 to the present. The methods of decentralization are categorized based on the structure (composition), details, and materials of the garments, are classified into deconstruction, discontinuity, and disorder. Specific expression methods include irregular wearing, layering, asymmetry, and distortion for deconstruction; omission, heterogeneous insertion, material transition, and separation for discontinuity; and tearing, graffiti, and unfinished elements for disorder. The identified design characteristics are as follows: gender-neutral and category-free, which dismantles the rigid formality and masculine image of suits to allow flexible and diverse gender expressions; integration of unconventional elements, which combines traditional suit design with non-traditional details like ruffles, strings, unfinished edges, and graffiti to create new designs; and sustainable design, which utilizes the deconstruction and recombination of existing suits to recycle discarded suits, making it suitable for upcycling.

This study investigates the preferences and purchase intentions of ZEPETO users regarding fashion brands that have recently joined ZEPETO, a leading metaverse platform in South Korea. The study surveyed 279 users in their 20s to 40s about their usage patterns, preferences, and purchase intentions toward products from brands like MCM, DKNY, Nike, and Puma. The results reveal that users in their 20s exhibited higher preference and purchase intention for Nike products, as well as greater purchase intention for Puma products. On the other hand, users in their 40s displayed a higher preference and purchase intention for MCM and DKNY products and a stronger preference for Puma products compared to other age groups. Users in their 30s showed a lower preference and purchase intention for both MCM and Puma products, a lower purchase intention for DKNY products, but a preference for Nike products compared to other age groups. Furthermore, men showed a higher preference and purchase intention for most brands, including MCM, Nike, and Puma. These results suggest that fashion brands on ZEPETO need to implement effective marketing strategies targeting users in their 20s and 40s, as well as male users. This study lays the groundwork for further research on the ZEPETO metaverse platform and provides foundational data for understanding user behavior, essential for establishing effective promotional strategies.

In a situation where the importance of eco-friendly fashion is growing, this study adds to the needed research by analyzing consumption value satisfaction factors, brand image, and repurchase intentions of eco-friendly fashion products. During the investigation, the impact of gender was also accounted for to establish an effective marketing strategy. In June 2024, 250 surveys were evaluated from domestic consumers with experience purchasing eco-friendly fashion products. Descriptive statistical analysis, factor analysis, reliability analysis, and regression analysis were performed. Five factors were measured to determine satisfaction with the consumption value of eco-friendly fashion products: emotional value, functional value, social and situational value, passive value, and rare and eco-friendly value. Empirically subdividing satisfaction with eco-friendly fashion as recognized by consumers reveals meaningful findings about consumption value. Among the factors of consumption value satisfaction with eco-friendly fashion products, functional value, social and situational value, and rare and eco-friendly value all positively affected repurchase intention. The consumer’s gender also made a difference in satisfaction. Considering these results, the marketing effect of eco-friendly fashion can be increased. This study will be able to increase the ESG management effect of fashion companies. By performing ESG management, the fashion industry can achieve social and environmental responsibility along with sustainable growth.

This study aims to examine the expressive characteristics of the New Chinese style in the collection of Chinese fashion designer Ziggy Chen, analyze the inner meaning, and suggest a new direction in Chinese fashion design. As a research method, the background and concept of New-Chinese style occurrence were examined through previous studies, and the characteristics of the New Chinese style expression in fashion were investigated. The characteristics of the New Chinese style were summarized as cultural tradition, historical ethnicity, and pluralistic convergence. Based on these contents, the characteristics of the New Chinese style expression in Ziggy Chen’s men’s fashion design were analyzed. The data collection range was selected as the range of 20 seasons collected from 2012 S/S to 2022 A/W, which was collected on fashion sites and the brand’s official Instagram. The analysis results are as follows. First, subcultural resistance is a retro and ragged decadence formed by combining punk elements and industrial styles based on the clothing styles of lower-class Chinese people in the 17th and 90s. Second, cultural traditionality was influenced by traditional culture by mainland Chinese designers, who expressed the conservative presence of tradition and the Chinese style by looking at it from an oriental perspective. Third, historical ethnicity forms a Chinese fashion culture in which the national spirit and the development of the times coexist, while traditional culture and contemporary social values develop in harmony. Fourth, traditional fashion develops by combining a contemporary aesthetic sense and lifestyle with pluralistic convergence.

The aim of this study is to investigate the fashion industry’s response to climate change and how these discussions unfolded at the 28th Conference of the Parties (COP28) to the United Nations Framework Convention on Climate Change (UNFCCC). Climate change response projects by B Corp-certified fashion companies are examined, focusing on stakeholder efforts and reviewing online media reports. Text data were collected from web documents, interviews, and op-eds relating to COP28 from December 2018 to April 2024 and analyzed using text mining and semantic network analysis to identify critical keywords and contexts. The analysis revealed that the fashion industry is fulfilling its environmental responsibilities through various strategies, prompting changes in consumer behavior by advocating sustainable consumption, including carbon removal, energy transition, and recycling promotion. Stakeholders in online media and those present at COP28 discussed issues relating to climate change in the fashion industry, focusing on environmental protection, energy, greenhouse gas emissions, sustainable material usage, and social responsibility. Key issues at COP28 included policy and regulation, climate change response, energy transition, carbon emissions management, and environmental, social, and governance (ESG) standards. Additionally, by examining the main collections exhibited at the fashion show during COP28, the study analyzed how messages about climate change were conveyed. Fashion companies communicated the industry’s response through exhibitions and fashion shows, suggesting a move toward balancing environmental protection and economic growth through the development of sustainable materials, the expansion of recycling and reuse practices, and the modern reinterpretation of cultural heritage.