정주은 Jueun Jung

DOI:10.12940/jfb.2025.29.4.1

Abstract

This study aims to examine the social background and transformations of the post-Soviet era, as well as to analyze the characteristics of post-Soviet fashion as reflected in fashion design specific to this period. By exploring the meanings and expressive qualities inherent in post-Soviet fashion design, we seek to demonstrate that these characteristics can serve as cultural inspiration for contemporary fashion that values innovation and diversity. The post-Soviet masses gradually established the foundation for popular culture while navigating the social chaos following the collapse of the Soviet Union, expressing their memories of the past in various forms as they sought to escape oppression from socialism and war. Post-Soviet fashion emerged as a reflection of the social context and cultural characteristics experienced by this generation. Through this study, we will examine the social background of the post-Soviet era, investigating the various facets that have evolved since the systemic changes, and analyze the characteristics of post-Soviet fashion. This analysis aims to enhance existing research on post-Soviet popular culture, which has largely focused on literature and performing arts.

Key Words

정경희 Kyunghee Jung , 배수정 Soojeong Bae

DOI:10.12940/jfb.2025.29.4.12

Abstract

The purpose of this study is to examine the changing perceptions of the MZ generation toward the environmental activism of fashion brands by analyzing Instagram hashtags, and to suggest strategies for enhancing brand value and promoting activism marketing. Instagram data were collected over 18 months using keywords such as ‘brand activism,’ ‘value consumption,’ ‘sustainable fashion,’ and ‘fashion brand.’ The CONCOR analysis of brand activism revealed clusters including ‘ESG management values of fashion brands for the MZ generation,’ ‘vegan cosmetics with environmental awareness,’ ‘the humanities of Generation Z,’ and ‘eco-friendly residential spaces.’ For value consumption, clusters identified were ‘upcycling brand recommendations,’ ‘eco-friendly campaigns of vegan cosmetics,’ ‘everyday eco-friendly behavior of the MZ generation,’ and ‘value consumption fashion products.’ In sustainable fashion, the clusters included ‘the direction of sustainable fashion,’ ‘eco-friendly fashion materials and products,’ ‘categories and expansion of sustainable fashion,’ and ‘lifestyle changes of the MZ generation.’ Finally, analysis of fashion brands produced clusters such as ‘SNS-driven MZ fashion style,’ ‘fashion brand differentiation,’ ‘branding for sustainable fashion,’ and ‘MZ women’s fashion.’ The findings indicate that fashion brand activism reflects practical actions on sustainability and meaningful responses to the climate crisis. These results can serve as foundational data on value consumption trends and participation patterns of the MZ generation, providing insights into marketing strategies that resonate with their values.

Key Words

박신영 Shinyoung Park , 최우진 Woojin Choi , 김하연 Ha Youn Kim

DOI:10.12940/jfb.2025.29.4.34

Abstract

This study examines how users' evaluations of design outputs created by generative artificial intelligence (AI) impact their intention to continue using the technology. As generative AI becomes more prevalent in creative fields like fashion design, industry professionals exhibit a range of reactions―from skepticism to high satisfaction. We suggest that these differing responses arise from how users assess the quality of AI-generated designs, which in turn influences their perceptions of usefulness, value, enjoyment, and willingness to reuse the tool. In September 2024, we conducted an online survey in which participants reviewed AI-generated shoe designs and answered questions regarding their design evaluations, perceived usefulness, value, enjoyment, and intention to use the technology again. A total of 190 valid responses were analyzed using SPSS 26.0 and PROCESS Macro Model 4. The results demonstrated that positive evaluations of AI-generated designs significantly increased users' intentions to continue using the technology. Moreover, this relationship was mediated by perceived usefulness and perceived value, while the mediating effect of perceived enjoyment was not supported. This study contributes to the literature by clarifying the psychological mechanisms that drive engagement with generative AI in fashion design. Practically, our findings indicate that improving the quality and creative appeal of AI-generated outputs is crucial for promoting long-term adoption in the fashion industry.

Key Words

generative AI, AI design, AI design evaluation, continuous usage intention, AI design tool, technology acceptance model, 생성형 AI, AI 디자인, AI 디자인 평가, 지속 사용 의도, AI 디자인 툴, 기술수용모델

차수정 Sujoung Cha

DOI:10.12940/jfb.2025.29.4.50

Abstract

This study aimed to identify the structural characteristics and age-specific distribution patterns of adult women's lower torso body shapes through a multidimensional analysis of 3D body scan data. Factor analysis revealed four key components: horizontal dimensions, vertical dimensions, length dimensions, and thigh size, which together accounted for 87.30% of the total variance. K-means cluster analysis categorized the lower torso body shapes into four types: Long and Large Lower Body, Tall Lower Body with Average Thighs, Short Lower Body with Upper Bulk, and Short Lower Body with Prominent Thighs. The distribution of these types varied significantly across age groups. Specifically, the proportion of the Short Lower Body with Upper Bulk type increased with age, while younger age groups showed a higher prevalence of the Tall and Lower-Heavy types. These findings provide practical design guidelines for lower garment pattern making and customized clothing development based on body type and age. Additionally, the results suggest potential applications in the digital fashion industry, including 3D virtual fitting systems, AI-based recommendation platforms, and body type-specific sizing systems. This study offers foundational data for future research and policy development related to functional lower garments and inclusive body modeling standards.

Key Words

Adult women, Anthropometric data, Body shape classification, Lower garment design, Lower torso, 성인 여성, 인체측정 데이터, 체형 유형화, 하의류 설계, 하반신 몸통

허희진 Hee Jin Hur , 김우빈 Woo Bin Kim

DOI:10.12940/jfb.2025.29.4.67

Abstract

This study examines recent shifts in consumer perceptions of fashion secondhand transactions by leveraging big data-driven text mining analysis of social media over the last three years (20212024). As the circular economy paradigm expands, the fashion secondhand market has become a crucial sector, offering not only economic benefits but also promoting sustainable, value-driven consumption. The study analyzes 28,127 documents from major Korean online platforms―including blogs, cafes, and news sites―using methods such as word frequency analysis, TF-IDF for the top 30 keywords, LDA topic modeling to identify six major topics, and CONCOR network analysis of the top 100 keywords per year. This approach uncovers core keywords, thematic clusters, and evolving discourse structures related to fashion secondhand trading. The analysis of the six major topics and 30 core keywords indicates that consumer discussions have evolved from simple consumer-to-consumer exchanges to encompass distinct submarkets, including luxury resale, limited-edition items, and vintage fashion. There is a notable focus on transaction risks and the necessity for authenticity verification. Additionally, the findings highlight that digital platforms play a pivotal role in market expansion and consumer engagement, while concerns regarding transaction safety and product authenticity remain prevalent throughout the study period. These insights offer strategic guidance for platform operators and industry stakeholders on trust-building mechanisms and targeted marketing strategies within the evolving secondhand fashion market.

Key Words

circular fashion, second-hand transaction, second-hand fashion, big data, text mining approach, 순환패션, 중고거래, 중고패션, 빅데이터, 텍스트마이닝 기법

이수진 Soojin Lee , 이유리 Yuri Lee , 이새은 Saeun Lee

DOI:10.12940/jfb.2025.29.4.83

Abstract

The rapid growth of social media has led users to actively engage with platforms like Instagram for brand promotion, information sharing, and entertainment. Among various engagement behaviors, the ‘save’ and ‘share’ functions have become key actions influencing brand awareness and marketing effectiveness. This study, grounded in the Uses and Gratifications (U&G) theory, explores the motivations behind users’ saving and sharing behaviors on Instagram. Using a qualitative research method, in-depth interviews were conducted with ten users aged 20 to 40 who had experience saving or sharing fashion content on the platform. The findings reveal four key motivational dimensions: informational (e.g., price comparisons, product details), social (e.g., recommending styles to friends), emotional (e.g., admiration or identification with influencers), and technical (e.g., short, well-edited videos with subtitles). The study indicates that saving and sharing are driven by distinct motivations: informational content is more likely to prompt saving, while entertaining or relational content encourages sharing. Collaborations with influencers can enhance emotional engagement and facilitate content diffusion. These results deepen the understanding of user behavior on social media and provide practical implications for content-based marketing strategies. Future research should explore cross-platform and cross-cultural comparisons to generalize findings across different digital contexts.

Key Words

SNS content, motivation, social media engagement, sharing behavior, saving behavior, SNS 콘텐츠, 동기, 소셜미디어 참여행동, 공유행동, 저장행동

강영훈 Yeonghoon Kang

DOI:10.12940/jfb.2025.29.4.102

Abstract

This study explores the linguistic differences and alignment between self-descriptions and external descriptions of fashion tech companies, focusing on seven award-winning firms from CES 2025. It aims to understand how these companies articulate their brand identity through carefully crafted self-descriptions, and how external stakeholders interpret and reframe these messages. Using Orange3-based text mining techniques, the analysis examined two types of English-language texts for each company: self-descriptions sourced from official websites and product pages, and external descriptions drawn from online articles, blogs, and industry media. Quantitative methods, including term frequency (TF), term frequency-inverse document frequency (TF-IDF), 2-gram analysis, topic modeling, and cosine similarity, were employed to evaluate term usage, thematic structures, and the degree of semantic alignment. The findings reveal that self-descriptions predominantly emphasize technological expertise, innovation, and a forward-looking vision, while external descriptions focus on practical functionality, visual attributes, and user experience. While some companies exhibited a strong alignment between self- and external descriptions, others displayed significant discrepancies. These results highlight the need for fashion tech startups, especially those in their early stages, to align internal brand communication with external perceptions. The study contributes to branding research in emerging industries by providing practical insights for developing communication strategies that minimize mismatches between corporate identity and audience reception.

Key Words

fashion tech, brand identity, text mining, communication strategy, 패션 테크, 브랜드 정체성, 텍스트 마이닝, 커뮤니케이션 전략

남영란 Young-ran Nam , 이미연 Mi-yeon Lee

DOI:10.12940/jfb.2025.29.4.116

Abstract

This study developed a sizing system for ceremonial flight suits by analyzing the body measurements of women in the Korean Air Force. A comparative anthropometric analysis revealed that female Air Force personnel are, on average, taller and heavier than the general adult female population, with a height difference of 3.1 cm and a weight difference of 1.7 kg. Specifically, Air Force women had an average height of 164.3 cm, compared to 161.2 cm for the general population, with a notable concentration in the 165 cm height (33.6%) and 85 cm bust circumference (28.0%) categories. A significant finding was the increase in bust circumference among female Air Force personnel, which rose from 85.8 cm in 2021 to 91.1 cm in 2024―a 5.3 cm increase―contrasting with a declining trend in the general adult female population. Based on the 2024 anthropometric data, a comprehensive sizing system was established, using the 85-165 size designation as the standard reference. This proposed system includes 20 distinct size categories, which consist of 10 regular body type classifications and 10 special body type classifications, achieving an optimal coverage rate of 98.7%. This research is the first to focus on sizing systems for ceremonial flight suits specifically designed for women in the Korean Air Force, providing significant academic contributions to the field. Furthermore, the findings are expected to meet practical operational needs by reducing quality inconsistencies among manufacturing contractors and ensuring standardized fit specifications for ceremonial flight suits.

Key Words

female military personnel, Air Force ceremonial flight suits, body measurements analysis, sizing system, 여군, 공군 조종예복, 인체치수 분석, 치수 체계

김이현 Ehyun Kim , 한기향 Kihyang Han

DOI:10.12940/jfb.2025.29.4.132

Abstract

The fashion industry has increasingly faced criticism for its contribution to environmental pollution caused by overproduction and consumption, which has raised interest in sustainable alternatives such as recycled materials. This study aimed to examine consumers’ perceptions of recycled outdoor wear products and to analyze the relationships among environmental awareness, purchase attitude, purchase intention, and purchase satisfaction. A survey was conducted with consumers in their twenties and thirties who had experience with outdoor wear, and the collected data were analyzed using frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis with SPSS. The results showed that personal environmental awareness had a significant positive effect on purchase attitude, whereas public environmental awareness did not. Purchase attitude was found to positively influence purchase intention, and purchase intention in turn significantly influenced purchase satisfaction. These findings provide academic implications by empirically verifying the sequential structure of environmental awareness, purchase attitude, purchase intention, and purchase satisfaction in the context of recycled fashion products. Furthermore, they highlight the practical importance of enhancing personal environmental awareness, improving product accessibility, and implementing strategic promotions to foster positive consumer attitudes and satisfaction. Despite limitations in sample size, gender distribution, and cross-sectional design, this study contributes to the understanding of consumer behavior toward recycled outdoor fashion and offers directions for future research.

Key Words

environmental awareness, purchase attitude, purchase intention, purchase satisfaction, recycled materials, outdoor wear, 환경 의식, 구매 태도, 구매 의도, 구매 만족도, 리사이클링 소재, 아웃도어웨어

윤미경 Mi-kyung Yoon , 남영란 Young-ran Nam

DOI:10.12940/jfb.2025.29.4.150

Abstract

This study conducted a comparative analysis of coverall-type flight suits from the Korean, U.S., and German air forces, examining design characteristics, measurement methods, sizing systems, and pattern design. All three countries share common basic configurations, including a coverall structure, a one-piece front panel, a round collar, and a two way center front zipper, while displaying distinctive features based on their design priorities. The German Air Force emphasized ergonomic design through the use of yokes and multifunctional pockets. The Korean Air Force enhanced climate adaptability with systematic ventilation systems that distinguish all-season from summer flight suits. In terms of measurement methods, Korea pursued comprehensive quality management, the U.S. adopted efficient measurement focused on movement compatibility, and Germany employed a balanced approach. For sizing systems, the U.S. used detailed specifications for diverse body types, while Korea and Germany balanced practicality with precision. Pattern analysis revealed that the U.S. emphasized practical design prioritizing functionality, Germany pursued three-dimensional construction focusing on fit, and Korea adopted an approach emphasizing manufacturing efficiency, simplicity, and appearance. This study indicates that further research is needed to address military data access limitations and to explore material and manufacturing design methods. It also suggests requirements for the development of next-generation flight suits optimized for the characteristics and operational environments of Korean pilots.

Key Words

flight suit design standards, flight suit specifications, flight suit configuration, flight suit sizing, international comparison, 비행복 설계 기준, 비행복 규격, 비행복 형상, 비행복 치수, 국제 비교