The Effects of Consumer Perception of Contactless Method on Shopping Switching Intention in Fashion Products Purchase -Focusing on the Experiential Value's Moderating Effects of Offline Fashion Stores- 패션제품구매에서의 콘택트리스 방식에 대한 소비자 인식이 쇼핑전환의도에 미치는 영향 -오프라인 패션매장의 경험적 가치의 조절효과를 중심으로-
The Effects of Consumer Perception of Contactless Method on Shopping Switching Intention in Fashion Products Purchase -Focusing on the Experiential Value's Moderating Effects of Offline Fashion Stores- 패션제품구매에서의 콘택트리스 방식에 대한 소비자 인식이 쇼핑전환의도에 미치는 영향 -오프라인 패션매장의 경험적 가치의 조절효과를 중심으로-
정다운 Dayun Jeong
DOI:10.12940/jfb.2022.26.3.1
Abstract
The COVID-19 pandemic has not only increased customer preference for contactless methods but also created digital business opportunities in a variety of industries. Particularly in the fashion industry, contactless distribution and contactless shopping have increased significantly. This study identifies the changed consumers’ perception of contactless shopping, which has been expanded due to the COVID-19 pandemic and analyzes specific factors that influence shopping switching intention to derive efficient marketing plans for post COVID-19 era. The study targeted Korean male and female consumers. The perceived value, usefulness, and alternative attractiveness of contactless shopping had a significant effect on shopping switching intention, and a moderating effect of offline fashion stores was confirmed. These results indicate that customers’ experience in a fashion store influences their next online and offline shoping. This study, therefore, proposed the direction that the fashion industry should advance from a marketing perspective in the post COVID-19 era.
Key Words
consumer perception, contactless shopping, experiential value, channel switching, fashion marketing strategy, 소비자 인식, 콘택트리스 쇼핑, 경험적 가치, 채널 전환, 패션마케팅전략
A Study on Art Makeup Works that Applied Pantone Color of the Year and Makeup Techniques 팬톤 올해의 컬러와 메이크업 기법을 적용시킨 아트메이크업 작품연구
A Study on Art Makeup Works that Applied Pantone Color of the Year and Makeup Techniques 팬톤 올해의 컬러와 메이크업 기법을 적용시킨 아트메이크업 작품연구
이설하 Seolha Lee , 김혜균 Hye Kyun Kim
DOI:10.12940/jfb.2022.26.3.19
Abstract
This study aimed to analyze the relationship between makeup and Pantone color by reflecting the visual elements of modern people who react sensitively to trends, and to research and propose art makeup using various techniques based on the results. The scope of this study was the last 5 years for researching trend colors. The range of colors was from 2016 to 2020, and the research method was designed after examining makeup trends using Pantone colors from 2016 to 2020; the characteristics of color and trend makeup were analyzed to design art makeup using various techniques. With respect to research data, literature review was conducted on the makeup design using Pantone colors with trend makeups. By referring to data in Pantone's official website, the characteristics and meanings of each color were analyzed. Based on research data, illustrations were made and makeup was designed and suggested. According to the study results, one-color makeup created a stable and uniform mood as a whole and could highlight the characteristics of each color. On the other hand, the makeup design that mixed Pantone colors harmonized the complementary colors and created an original and beautiful makeup design. The researcher identified the relationship and characteristics of trend colors and makeup and suggested various techniques, and expects that by linking the effect of trend color with makeup, designs and visual effects that go beyond the limits of the makeup market will be suggested and expanded.
Analysis of Virtual Fashion Style Preferences and Purchasing Behavior of Metaverse Platform ‘Zepeto’ Users 메타버스 플랫폼 ‘제페토’ 이용자의 가상패션 스타일 선호도 및 구매행태 분석
김가야 Kaya Kim , 성옥진 Okjin Seong , 김숙진 Sookjin Kim
DOI:10.12940/jfb.2022.26.3.33
Abstract
In the metaverse, it is important to embellish aesthetics of user with a character called ‘Avatar’, a virtual representation of the user. This study provides basic data related to the fashion trend of the metaverse by studying ‘Zepeto’, a representative Korean platform. For empirical research, Zepeto's “Best Items" section were investigated and analyzed in the first pre-survey. Based on this, the second and main survey was conducted using a questionnaire to investigate users' style-specific preferences and purchasing behaviors for virtual fashion, comparing style preferences between virtual and real, brand preferences, and purchasing behaviors of virtual fashion. The survey found that most users were teenage girls with a high preference for pastel-toned, feminine, and cute casual styles who had a much higher interest in brands bearing idol names than in real-world luxury brands. Many responded that they felt burdened by purchasing items that had to be purchased for cash. The same can be assumed to be the reason why they preferred a suit of items that were fully coordinated rather than individual items. These results seem to reflect characteristics of teenage girls who lack cash with a high preference for idols and feminine-cute casual styles. This study suggests considerations when creating virtual fashion items. By providing basic information, more effects and developments in creating virtual fashion items that reflect consumer preferences and reactions are expected in the future.
Luxury Fashion Brands Case Analysis of Using Metaverse 럭셔리 패션 브랜드의 메타버스 활용 사례 연구
김윤미 Yunmi Kim , 김진영 Jinyoung Kim
DOI:10.12940/jfb.2022.26.3.50
Abstract
This study aimed to present pioneering data on the use of Metaverse through a case study on the use of Metaverse by luxury brands and to reveal the intrinsic value of Metaverse in the fashion industry. The study was conducted based on literature data such as various articles and papers related to Metaverse and cases of luxury brands. For luxury brands data, we used Interbrand and LYST. As a result, Gucci, Louis Vuitton, Balenciaga, and Burberry were selected. Examples of the use of luxury brands' Metaverse use include; Gucci actively embraced digital technology and used Metaverse technology for the most diverse purposes such as promoting new products, opening seasons, and experiences. Louis Vuitton and Balenciaga focused on the entertainment and games. Burberry focused on promoting and experimenting with new products. As a result of the study, the intrinsic value of the Metaverse is as follows. First, there are no restrictions on time, scale, and institution. Second, active information acceptance is possible; Information can be selectively accommodated through participation and communication using Metaverse. Third, customers and businesses interact in equal positions. As customers participate and communicate, their ties with companies deepen, thus the can create a brand image together. Through Metaverse fashion, customers experiences are not limited to reality and the can directly access optional information. Based on the above examples and values, we hope those fashion companies and Metaverse media will innovate desings to match the trends and the seasons.
Comparative Evaluation of Wearing Breast Volume-up Pads for Small-Breasted Women 작은 유방 여성을 위한 유방 볼륨업 패드의 비교 착의평가
이경화 Kyong-hwa Yi
DOI:10.12940/jfb.2022.26.3.72
Abstract
Volume-up pads are the most common and easiest way to make women with small breasts beautiful. In this study, to develop a volume-up brassiere pad with excellent wearing effects and appearance, 24 different types of volume-up pads commercially available in the online market were investigated and then 11 types were purchased. Among these eleven types, four pads (PAD1, PAD2, PAD3, PAD4) with distinct shapes and materials were selected through a pre-test. They were compared to the newly developed pad for research (PAD5). The results of the study follow. The results of evaluating appearance when wearing the developed pad (PAD5) were significantly higher than that of other pads, and the appearance evaluation score for the full-cup type pad was excellent. In the wearing satisfaction evaluation result, PAD5 showed generally excellent evaluation scores, and in the case of the touch, preference for the fabric material was higher than that of the silicon pad. In the evaluation of motion adaptability, the developed PAD5 showed generally excellent evaluation scores in all movements, indicating that the full-cup type pads had better motion adaptability than the partial-type pads.
Key Words
volume-up, brassiere, breast pad, small breast, 볼륨업, 브래지어, 유방 패드, 작은 유방
A Study on the Dyeability of Natural Dyes of Sustainable Seaweed-Containing Fiber 지속 가능한 해초 함유 섬유의 천연염료 염색성에 관한 연구
A Study on the Dyeability of Natural Dyes of Sustainable Seaweed-Containing Fiber 지속 가능한 해초 함유 섬유의 천연염료 염색성에 관한 연구
김소진 Sojin Kim , 최경미 Kyoungmi Choi
DOI:10.12940/jfb.2022.26.3.87
Abstract
This study investigated the dyeability and color change of the natural dyes of SeaCell, a biodegradable functional fiber that is permanently added to cellulose fibers with natural additives extracted from seaweeds. The natural dyes used in the study are five dyes. Gardenia and turmeric, which are yellow-based natural dyes, Sappan wood and Lac, which are red-based natural dyes, and Indigo, a blue-based natural dye, were selected. The dyeability and color change according to the change of the mordant conditions and the number of times of dyeing were investigated. In addition, the dyeing properties and colors of cotton and silk fibers were compared under the same dyeing conditions as SeaCell. The study results are as follows. It was found that SeaCell had lower dyeing properties than silk, a protein fiber, in gardenia, sappan wood, and lac dyes, but had higher dyeing properties than cotton with the same cellulose component as SeaCell fibers. In the case of turmeric, it showed higher dyeing properties than cotton except for the no mordant condition. In the case of Indigo dye, SeaCell shows the best dyeability, indicating that it is a very suitable fiber for Indigo dyeing. As sustainable functional fibers are continuously developed in the future, natural dyes that are environmentally friendly and human-friendly are actively introduced and commercialized, and it is expected that they can be used as reference materials.
Idol Fan’s Acceptance Process of Idol Image -Focusing on BTS- 아이돌 팬의 아이돌 이미지 수용 과정 -BTS를 중심으로-
이지아 Jia Yi , 서승희 Seunghee Suh
DOI:10.12940/jfb.2022.26.3.98
Abstract
The purpose of study was to analyze the process of accepting by BTS fans. The methodology used in this study was qualitative research using grounded theory and the results of the study follow. As a result of open coding, 47 concepts, 23 subcategories, and 14 categories were derived. In the axis coding stage, the casual conditions were “Recognition of BTS image,” “Fascinated by BTS image,” “Simple consumption of BTS image,” and “Arising and expansion of curiosity about BTS image.” The contextual conditions were “Accessibility of BTS image” and “Abundance of BTS image searching paths.” The central phenomenon appeared to be “Immersing and studying BTS image.” The arbitration conditions were “Capabilities required to reproduce BTS image” and “Motivation for contributing BTS image.” The actions/interactions were “Presenting BTS image,” “Contribution to the spread of BTS image,” and “Involved in forming new BTS image.” The result was “Emergence and expansion of new BTS image meaning” and “Strengthening attachment to BTS.” Through process analysis, it was found that acceptance of BTS images consisted of five stages: “Recognition of BTS image,” “Becoming curious about BTS image,” “Searching BTS image,” “Intervention of BTS image.” and “Reproduction of BTS image.” As a result of deriving the core categories through selective coding, the core category was “Forming a bond while participating in the BTS image.”
Key Words
BTS, idol image, acceptance process, grounded theory, 방탄소년단, 아이돌 이미지, 수용 과정, 근거이론
Development of Jacket Pattern Drafting Methods for Women with Turtle Neck Syndrome Body Shapes through Virtual Fit Assessment 가상착의를 활용한 거북목 증후군 체형의 여성을 위한 재킷패턴 제도법 개발
Development of Jacket Pattern Drafting Methods for Women with Turtle Neck Syndrome Body Shapes through Virtual Fit Assessment 가상착의를 활용한 거북목 증후군 체형의 여성을 위한 재킷패턴 제도법 개발
서유라 Yoo Ra Seo , 김효숙 Hyo Sook Kim
DOI:10.12940/jfb.2022.26.3.116
Abstract
The purpose of this study was to develop jacket patterns that could fit well for women in their 20s with turtle neck syndrome body shape and to present a pattern drafting method. As a research method, an educational pattern was chosen through a preliminary experiment. Fit problems of the educational pattern were derived by wearing it on a virtual model with a turtle neck syndrome body type for each neck angle. Based on the three types of experimental patterns developed by supplementing these problems, a development pattern drafting method was developed for each neck angle. Three development patterns were compared and evaluated with the educational pattern using 3D virtual fitting. Fit problems of the educational pattern included: 1) insufficient ease amounts for hip, hem, bicep, elbow, and sleeve hem circumference; 2) horizontal items could not be leveled due to insufficient back length; 3) the shoulder line went backwards; and 4) the front center line did not form a vertical line. To solve these problems, an experimental pattern was developed by increasing the insufficient ease amount, increasing the insufficient back length, and correcting the position of the shoulder line. Measurements that differed in the pattern drafting method of the three types of development patterns by neck angle were positions of back center line and back neck point, front length, and front neck width. Through appearance evaluation of the development pattern and educational pattern by neck angle, the development pattern was highly evaluated, indicating that problems of the educational pattern were improved.
Key Words
jacket pattern, turtle neck syndrome body shape, virtual fit, women in their 20s, 재킷패턴, 거북목 증후군 체형, 가상착의, 20대 여성
A Study on the Characteristics of Amekaji Fashion Trends Using Big Data Text Mining Analysis 빅데이터 텍스트 마이닝 분석을 활용한 아메카지 패션 트렌드 특징 고찰
A Study on the Characteristics of Amekaji Fashion Trends Using Big Data Text Mining Analysis 빅데이터 텍스트 마이닝 분석을 활용한 아메카지 패션 트렌드 특징 고찰
김지형 Gihyung Kim
DOI:10.12940/jfb.2022.26.3.138
Abstract
The purpose of this study is to identify the characteristics of domestic American casual fashion trends using big data text mining analysis. 108,524 posts and 2,038,999 extracted keywords from Naver and Daum related to American casual fashion in the past 5 years were collected and refined by the Textom program, and frequency analysis, word cloud, N-gram, centrality analysis, and CONCOR analysis were performed. The frequency analysis, ‘vintage’, ‘style’, ‘daily look’, ‘coordination’, ‘workwear’, ‘men's wear’ appeared as the main keywords. The main nationality of the representative brands was Japanese, followed by American, Korean, and others. As a result of the CONCOR analysis, four clusters were derived: “general American casual trend”, “vintage taste”, “direct sales mania”, and “American styling”. This study results showed that Japanese American casual clothes are influenced by American casual clothes, and American casual fashion in Korea, which has been reinterpreted, is completed with various coordination and creative styles such as workwear, street, military, classic, etc., focusing on items and brands. Looks were worn and shared on social networks, and the existence of an active consumer group and market potential to obtain genuine products, ranging from second-hand transactions for limited edition vintages to individual transactions were also confirmed. The significance of this study is that it presented the characteristics of American casual fashion trends academically based on online text data that the public actually uses because it has been spread by the public.
Key Words
Amekaji fashion, trend analysis, big data, text mining, 아메카지 패션, 트렌드 분석, 빅데이터, 텍스트마이닝
A Study on the Current Status and Characteristics of Reward Hanbok in Crowdfunding 크라우드 펀딩에 나타난 리워드 한복의 현황과 특성 연구
A Study on the Current Status and Characteristics of Reward Hanbok in Crowdfunding 크라우드 펀딩에 나타난 리워드 한복의 현황과 특성 연구
심준영 Joonyoung Shim
DOI:10.12940/jfb.2022.26.3.155
Abstract
Hanbok, a traditional Korean clothing, became a hip culture for young people in the late 2010s. As hanbok brands for young people appeared and distribution channels changed for them, hanbok appeared on the crowdfunding platform. This study summarized characteristics of hanbok provided as rewards by funding projects in Wadiz, the largest crowdfunding platform in Korea. Results of this study are as follows. First, since the first successful crowdfunding in 2015, it has shown rapidly growth. Second, as a result of examining the name of reward hanbok, 167 reward hanbok appeared. They could be divided into three periods: women’s hanbok, unisex hanbok and trendy hanbok period. Third, looking at characteristics of reward hanbok from each period, feminine Chollic onepiece during the women's Hanbok period adopted the feminine interpretation of the original men's Hanbok. Characteristics of reward hanbok during the Unisex Hanbok period are in the direction of the closure. By adopting the direction of the closure of hanbok that both men and women can use, unisex hanbok is appeared. Finally, reward hanbok during the trendy hanbok period reflected trends such as genderless and hip. Hanbok reflected various trends from home culture to COVID-19 that occurred around the world at that time.
