This study aims to identify the diverse types and characteristics of signatures that appear in contemporary fashion while primarily brand focusing on emerging Korean designer brands. To this end, qualitative content analysis using news articles and in-depth interviews with 15 emerging Korean designers were conducted. The news article analysis revealed six types of signatures: design based on formative sensibility expression, strategically constructed designer/brand identity, brand practices carried by cultural and spatial experiences, craftsmanship and custom production, contemporary reinterpretation of traditional designs, and text-based visual symbolic systems. The result of the in-depth interviews identified five types of signatures among emerging Korean designer brands: design expressions evolving from designer and brand identity, production emphasizing practicality and craftmanship, brand experiences based on spaces, visual narrative symbolism, and limited-edition items. Unlike established fashion brands that focus on fixed visual or textual elements through strategic planning by the established fashion brands, emerging Korean designer brands gradually and dynamically develop signatures which are grounded in personal philosophy, ethical values, and ongoing interaction with consumers. The findings of this study imply that the signatures of emerging Korean designer brands are not merely aesthetic repetitions, but are instead representations of evolving and situated expressions that interacts with and responds to socio-cultural changes and contexts.

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.