The Effect of Online Experience Marketing and Brand Loyalty of Chinese Infant Clothing Brands on Purchase Intention 중국 영유아의류 브랜드의 온라인 체험 마케팅과 브랜드 충성도가 구매의도에 미치는 영향
The Effect of Online Experience Marketing and Brand Loyalty of Chinese Infant Clothing Brands on Purchase Intention 중국 영유아의류 브랜드의 온라인 체험 마케팅과 브랜드 충성도가 구매의도에 미치는 영향
장헌 Zhang Xuan , 한아영 Ahyoung Han
DOI:10.12940/jfb.2023.27.3.1
Abstract
The online shopping industry in China has experienced rapid growth, particularly in the infant goods sector, which is considered highly promising in terms of its growth potential. This growth can be attributed to the Chinese market's increasing economic power, the implementation of new policies concerning marriage and childbirth, changes in family structure, and evolving and diverse consumer demands for infant products. While the infant clothing industry has emerged as a significant player in the Chinese market, there is still a lack of sufficient academic research on the online shopping environment specific to China's infant clothing industry. The objective of this study was to explore the influence of online experiential marketing on brand loyalty and purchase intention among Chinese consumers of children's wear. The study findings indicated that the emotional experience, action experience, and relationship experience encountered by consumers during online interactions had a positive and significant impact on brand loyalty. Both perceptual experience and cognitive experience had a positive and significant influence on consumers' willingness to make a purchase. The study also revealed that brand loyalty had a positive and significant effect on consumers' purchase intention. The perception of online experiential marketing, brand loyalty, and purchase intention varied based on individual attributes, and gender was found to moderate the relationship between online experiential marketing and brand loyalty.
Key Words
online shopping, online experiential marketing, brand loyalty, purchase intention, infant clothing, 온라인 쇼핑, 온라인 체험 마케팅, 브랜드 충성도, 구매의도, 영유아 의류
Analyzing Hand Geometry to Develop Safety Gloves for Dementia People 치매 환자용 안전 장갑 개발을 위한 손 형태 분석
Analyzing Hand Geometry to Develop Safety Gloves for Dementia People 치매 환자용 안전 장갑 개발을 위한 손 형태 분석
차수정 Sujoung Cha
DOI:10.12940/jfb.2023.27.3.19
Abstract
The purpose of this study was to analyze the three-dimensional hand-related dimensions of elderly women aged 70 to 84 years and to characterize them to develop safety gloves for dementia patients. The 3D data from the 8th Human Size Survey of the National Institute of Standards and Technology, Size Korea, were analyzed using the SPSS 26.0 program. The straight thumb length was longer in elderly women aged 70-74 than in those aged 80-84. To analyze the hand type of elderly women, four factors were categorized: hand and finger horizontal factor, hand vertical factor, finger digit Ⅴ thickness factor, and finger length factor. Elderly women's hand types were categorized as ‘long hands and thin fingers’, ‘thick hands with long fingers’, and ‘short hands and thick little fingers’. Elderly women aged 70-74 years and 80-84 years were analyzed as having the most 'long hands and thin fingers' type, while older women aged 75-79 years were analyzed as having the most 'thick hands and long fingers' type. It is known that the fingers get thicker and the size of hands increase as age advances, but by the age 80, there is a change in the size of hands again. In future research, it would be worth expanding to other age groups to explore differences between age groups and to develop safety gloves for real-world dementia patients based on the hand types analyzed.
Key Words
dementia, elderly women, glove, hand geometry, 치매, 노년 여성, 장갑, 손 형태
Deconstruction Characteristics in Fashion Brand YouTube Campaign 패션 브랜드 유튜브 캠페인에 나타난 해체주의적 특성
Deconstruction Characteristics in Fashion Brand YouTube Campaign 패션 브랜드 유튜브 캠페인에 나타난 해체주의적 특성
이영재 Youngjae Lee
DOI:10.12940/jfb.2023.27.3.35
Abstract
The purpose is to derive its aesthetic characteristics by objectifying the visual image of the YouTube campaign into adjectives. As a result, we intend to identify advertising strategies that use them as basic data for setting fashion design concepts. A group of experts in fashion majors watched each of them, wrote adjectives, and collected 75 adjectives. By analyzing the frequency of adjectives, aesthetic characteristics were derived with adjectives recording the upper number of times, and the results were obtained that they had the characteristics of deconstruction. The conclusions of this study are as follows. First, Tamburin's Jenny appeared to be strange, scary, rambling and charming. Among the internal meanings of deconstruction due to spatial, social, and psychological distance from consumers, it can be said that T.P.O's mutual textuality and play of interaction. Second, Gucci Cruise be chosen rural, strange, wild, unharmonious, and difficult, which is a mixture of intertextuality and play of T.P.O. Third, The Excise Gucci Campaign parodies that juxtaposes six films directed by Stanley Kubrick, making them strange, retro, difficult, interesting, and wrong. Deconstructionist de-genre and de-boundary Fourth, Kenzo World is weird, dynamic, wrong, difficult, difficult, and confused, which correspond to T.P.O's interactive textuality, play of the second half, and destruction and decomposition among the external expressions of deconstruction. Fifth, Burberry Hero emphasized the aesthetic value of traditional men, so it was ostensibly wild, free, powerful, sensual, and fantastic. Compared to the lifestyle of men who usually work at work, this corresponds to play of second best.
Key Words
YouTube campaign, fashion brand, characteristic of aesthetic, deconstruction, 유튜브 캠페인, 패션 브랜드, 미학적 특징, 해체주의
Proposal for User-Product Attributes to Enhance Chatbot-Based Personalized Fashion Recommendation Service 챗봇 기반의 개인화 패션 추천 서비스 향상을 위한 사용자-제품 속성 제안
Proposal for User-Product Attributes to Enhance Chatbot-Based Personalized Fashion Recommendation Service 챗봇 기반의 개인화 패션 추천 서비스 향상을 위한 사용자-제품 속성 제안
안효선 Hyosun An , 김성훈 Sunghoon Kim , 최예림 Yerim Choi
DOI:10.12940/jfb.2023.27.3.50
Abstract
The e-commerce fashion market has experienced a remarkable growth, leading to an overwhelming availability of shared information and numerous choices for users. In light of this, chatbots have emerged as a promising technological solution to enhance personalized services in this context. This study aimed to develop user-product attributes for a chatbot-based personalized fashion recommendation service using big data text mining techniques. To accomplish this, over one million consumer reviews from Coupang, an e-commerce platform, were collected and analyzed using frequency analyses to identify the upper-level attributes of users and products. Attribute terms were then assigned to each user-product attribute, including user body shape (body proportion, BMI), user needs (functional, expressive, aesthetic), user TPO (time, place, occasion), product design elements (fit, color, material, detail), product size (label, measurement), and product care (laundry, maintenance). The classification of user-product attributes was found to be applicable to the knowledge graph of the Conversational Path Reasoning model. A testing environment was established to evaluate the usefulness of attributes based on real e-commerce users and purchased product information. This study is significant in proposing a new research methodology in the field of Fashion Informatics for constructing the knowledge base of a chatbot based on text mining analysis. The proposed research methodology is expected to enhance fashion technology and improve personalized fashion recommendation service and user experience with a chatbot in the e-commerce market.
Research on Clothing Origin Certification Systems in Major Overseas Countries 해외 주요국가의 의류 원산지 인증제도 연구
임시은 Sieun Lim , 한소원 Sowon Hahn
DOI:10.12940/jfb.2023.27.3.63
Abstract
As “Made in Korea” has high branding power in the fashion industry, domestic clothing manufacturers also need to consider branding the country of origin. Therefore, the purpose of this study was to reconsider the need for a domestic certification system and suggest a direction by analyzing apparel origin certification systems operating overseas. The results of this study could be used for planning certification standards and operating methods suitable for regional characteristics and industrial environments when establishing a certification system for clothing produced in Korea. The case study subjects were Japan’s J∞ Quality, USA’s Made in New York, Italy’s 100% Made in Italy, and France’s Origin France Guarantee has been classified as certification criteria related to the country of origin include items related to the production process rate in the region and the production area for each production process/stream. Manufacturing technology and design are used for quality standards, safety, hygiene compliance, production facilities, and quality control and are applied to working environment standards. The certification system selects and operates standards according to each country's industrial environment, certification subject, and purpose. Therefore, when designing a domestic apparel certification system, a feasible promotion plan should be established that considers the current state of the domestic industry, which will serve as a driving force for the growth of the apparel manufacturing industry and an opportunity to increase the trust of global fashion consumers.
Key Words
origin of clothing, overseas certification system, clothing manufacturing industry, 의류 원산지, 해외 인증제도, 의류제조업
A Study on the Color Characteristics of Amekaji Menswear Fashion Brands 아메카지 남성복 패션 브랜드의 색채 특성 연구
A Study on the Color Characteristics of Amekaji Menswear Fashion Brands 아메카지 남성복 패션 브랜드의 색채 특성 연구
김지형 Gihyung Kim
DOI:10.12940/jfb.2023.27.3.75
Abstract
This study aims to investigate the color characteristics and utilization of Amekaji fashion in the domestic casual market, with a focus on menswear. A total of 1,882 color data were extracted from 11 representative brands of Amekaji. This results of the study showed that PB, Bk, YR, and Y colors were highly utilized in the overall color, and dkg, g, ltg, and p tones were highly utilized. In particular, R color was highly utilized in the point color, as it was developed into six tones, including v, with high saturation. The analysis by the brand showed that the highest number of colors were extracted from 'Kapital', which is famous for its vintage-style patchwork and dyeing, and that 'PB' and 'Bk' were heavily utilized. By the item, PB colors were mainly utilized for denim, and shirts were diversified with 9 tones. W, a neutral color, was mainly used on clothing tops such as shirts, knits, and T-shirts. This study provides valuable insights into the color sensitivity of Amekaji fashion, which can be used as a useful resource for design development and product planning in the industry. As a future study, we suggest analysis of the utilization of Amekaji colors in the Korean men's casual market along with American and Japanese brands.
Key Words
amekaji fashion, menswear, casual wear, color characteristics, 아메카지 패션, 남성복, 캐주얼 웨어, 색채 특성
Development of a Dartless Bodice Pattern Prototype for Adult Women 성인 여성을 위한 상의 무다트 패턴 원형 개발
Development of a Dartless Bodice Pattern Prototype for Adult Women 성인 여성을 위한 상의 무다트 패턴 원형 개발
이은혜 Eunhye Lee
DOI:10.12940/jfb.2023.27.3.96
Abstract
In modern society, there is a tendency to prioritize both fashion and comfort, with a preference for loose-fit clothing that enhances mobility. While darts may not be visibly present on the garment's exterior, their effects should be dispersed and incorporated into the design. However, there is a significant lack of systematic research on dartless patterns in the current state. Therefore, this study focuses on investigating dartless patterns used in loose-fit clothing tailored to the body measurements of women in their 20s. The objective of this research is to develop foundational dartless patterns that serve as a basis for diverse design possibilities in loose-fit clothing. To achieve this purpose, seven dartless patterns introduced in clothing construction references were selected for the production of experimental prototypes, which were then subjected to visual evaluations by a panel of experts. Based on the evaluation results, superior patterns were selected and they underwent modification and improvement to develop the research patterns. The developed research patterns were derived through the formulation of calculation formulas, and based on these formulas, garments were produced. Subsequently, a second round of visual evaluations was conducted by a panel of experts, and notable improvements were observed in most of the aspects assessed. However, it should be noted that this study was limited to women in their 20s it did not explore a wide range of fabrics. Therefore, further research is needed in the future.
Development of a 3D Virtual Costume Using Geometric Formativeness 기하학적 조형성을 이용한 3D 가상의상 개발
서여 Xu Yi , 김민지 Minji Kim
DOI:10.12940/jfb.2023.27.3.115
Abstract
The revolution of digital fashion continues along with the development of technology. In particular, after COVID-19, fashion design development, exhibitions, and fashion shows using the metaverse space are being actively developed. In particular, as research on 3D virtual costumes becomes active, creative ideas are needed to develop creative virtual costumes. The purpose of this study is to examine the geometric formative characteristics of constructivism in art and fashion design and to develop 3D virtual works using them. Geometric form is a logical and rational basic form that includes the order of nature as an artistic material that has been constantly studied along with the creation of mankind a long time ago, and it has become a motif of many artworks and fashion. In this paper, we studied the application of the costume design of geometric shapes according to the 3D Clo, virtual-wear production software, and understood the effect of the combination of geometric shapes on costume styling. As the formative characteristics of constructivist art, three types of overlap, asymmetry, and simplicity were derived, and the geometric form was visually simple, clear, and concise. The first work produced virtual costumes that reflected the overlapping elements of constructivism. The second costume was produced by reflecting the asymmetric formative characteristics of constructivism. The third costume was a jacket that applied the simplicity of constructivist art.
Key Words
constructivism, geometric, Fashion design, 3D virtual costume, 구성주의, 기하학, 패션디자인, 3D 가상의상
A Study on the Strategies for Activating the Vegan Fashion Brand in the Meaning Out - Based on an Instagram Hashtag Analysis - 미닝아웃 시대의 비건 패션 브랜드 활성화 전략 연구 - 인스타그램 해시태그 분석을 중심으로 -
A Study on the Strategies for Activating the Vegan Fashion Brand in the Meaning Out - Based on an Instagram Hashtag Analysis - 미닝아웃 시대의 비건 패션 브랜드 활성화 전략 연구 - 인스타그램 해시태그 분석을 중심으로 -
정경희 Kyunghee Jung , 배수정 Soojeong Bae
DOI:10.12940/jfb.2023.27.3.132
Abstract
This study aims to analyze Instagram hashtags based on big data to investigate changes in consumer trends and perceptions of vegan fashion, and to derive strategies for revitalizing vegan fashion brands based on derived results. Among social media, Instagram was selected as a collection channel, and Instagram hashtags for ‘Vegan Fashion’ were collected from July 1, 2021 to December 31, 2021. After conducting semantic network analysis with the Ucinet 6 program based on the collected data, the CONCOR analysis on vegan fashion showed the following four clusters: ‘Veganism practiced with fashion’, ‘Bag type of vegan fashion brand’, ‘Sharing vegan fashion’, and ‘Diversification of eco-friendly products’. Analysis results showed that the Instagram hashtag for vegan fashion confirmed the MZ generation’s increased interest in vegan fashion and their thoughts to recommend and share frequently used items or brand products to people around them. CONCOR analysis of vegan fashion brands showed the following four groups: ‘Differentiating the material of vegan bags’, ‘Eco-friendly products of vegan fashion brands’, ‘Interest in vegan shoes’, and ‘Donation campaign of vegan fashion brands’. CONCOR analysis on Meaningout showed the following four clusters: ‘MZ Generation’s Meaningout Start-up’, ‘Recommendation Platform for Skin Products’, ‘Value Consumption Trend for Eco-friendly Clothing’, and ‘Interest in Eco-friendly Packaging’. The results of this study on vegan fashion, a practical eco-friendly movement that can require changes in social responsibility and perception as issues that directly affect animals, the environment, and humans, are expected to provide basic data to help domestic vegan fashion brands develop marketing strategies.
Key Words
vegan fashion, instagram, hashtag, big data, activation strategy 비건 패션, 인스타그램, 해시태그, 빅데이터, 활성화 전략
The Effect of a Creative Thinking-Based Fashion Design Creative Convergence Education Program on Creativity Improvement 창의적 사고에 기반한 패션디자인 창의융합교육 프로그램이 창의성 향상에 미치는 영향
The Effect of a Creative Thinking-Based Fashion Design Creative Convergence Education Program on Creativity Improvement 창의적 사고에 기반한 패션디자인 창의융합교육 프로그램이 창의성 향상에 미치는 영향
임소영 Soyung Im
DOI:10.12940/jfb.2023.27.3.150
Abstract
The purpose of this study is to propose a fashion design creativity convergence education program based on creative thinking that can be effectively used to create a creative fashion design in the fashion education field, and to verify the suitability of this program and its effectiveness in improving creativity. To this end, a fashion design creative convergence program combining divergent thinking and conve_rgence thinking was designed, and an experimental study was conducted among college students in the fashion design department. Creativity evaluation was conducted by evaluating students' creative ability and creativity of fashion design results. In addition, an open survey was conducted to collect learners' opinions on the suitability of the program and the convergence process of divergent and convergent thinking. As a result of this study, it was found that the fashion design creative convergence education program based on creative thinking improves the creative competency of major learners of fashion design and is the learning performance competency in the process of producing creative results. This study is meaningful as it is a basic study that proposes a fashion design education program to foster the creative competency of fashion design majors, and is expected to be used in various ways in the educational field.
Key Words
fashion design education, creative thinking, creative convergence education, idea method, fashion design creativity, fashion design process, 패션디자인 교육, 창의적 사고, 창의융합교육, 발상법, 패션디자인 창의성, 패션디자인 프로세스
