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The Research Journal of the Costume Culture

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수록범위 : 1권1호(1993)~29권5호(2021) |수록논문 수 : 1,880
복식문화연구
29권5호(2021년 10월) 수록논문
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KCI등재

1COVID-19가 패션 필름에 미친 영향 - 프라다의 COVID-19 전후 패션 필름 사례 비교 분석을 중심으로 -

저자 : 김영욱 ( Young Uk Kim ) , 마진주 ( Jin Joo Ma )

발행기관 : 복식문화학회 간행물 : 복식문화연구 29권 5호 발행 연도 : 2021 페이지 : pp. 617-633 (17 pages)

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The purpose of this study is to examine emerging trends in fashion films and the impact of COVID-19 through analysis of Prada films produced before and after the initial spread of the COVID-19 pandemic. We selected 40 cases occurring prior to the pandemic, from June to December 2019, and 21 cases occurring since the outbreak, from June to December 2020. To identify relevant trends, we conduct a literature review and examine a range of case studies. First, travel restrictions and confronting activities currently inhibit production. Through our case study analysis, we identify nineteen cases in between before and after COVID-19. Secondly, Prada can be seen to mainly produce episodes and promotional films. Additionally, it develops content showcasing brand values in environmental, cultural, creative, and sport-related fields; intended audiences extend beyond the realm of fashion. Thirdly, a new film category began to develop after the outbreak of COVID-19, namely, narrative films utilizing virtual interactions. According to our analysis results, we expect film production that is increasingly facilitated by virtual communication, technology utilization, and online platforms to continue even after the resolution of COVID-19. New film categories will emerge, and we predict that the gap between the number of cases before and after COVID-19 will narrow.

KCI등재

2패션 브랜드 매장에서의 관계 형성을 위한 마케팅 전략이 브랜드 관심과 소비자 행동에 미치는 영향 - 한ㆍ중 액티브 시니어 소비자 비교를 중심으로 -

저자 : 이상인 ( Sang In Lee ) , 유지헌 ( Jihun Yu )

발행기관 : 복식문화학회 간행물 : 복식문화연구 29권 5호 발행 연도 : 2021 페이지 : pp. 634-650 (17 pages)

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This study was conducted to investigate the effect of relationship and service marketing on the brand interest and behaviors among Korean and Chinese active senior consumers and whether this effect differed between the two groups. A survey was conducted by having participants complete questionnaires administered by a research firm. For empirical analysis, frequency, EFA, CFA, SEM, the metric invariance test, and multiple-group comparison analysis were performed. The analysis results revealed that relationship marketing positively affected both brand interest and consumer behavior. Although service marketing positively affected brand interest, it did not have a significant effect on consumer behavior. In other words, brand interest positively affected consumer behavior through relationship and service marketing. Multiple-group comparison analysis demonstrated that no difference existed between Korean and Chinese active consumers in terms of how relationship marketing affected their brand interest, but a difference existed in how it affected their behavior. Service marketing had a greater influence on Chinese active senior consumers' brand interest than on Korean active senior consumers. However no difference existed between the two groups with respect to how service marketing affected their behaviors. Finally, brand interest had a positive effect only on Korean active senior consumers' behavior through relationship and service marketing, but not on Chinese active senior consumers. In conclusion, relationship and service marketing should be used to enhance the brand interest among Korean active senior consumers, and business activities should be planned by building relationships with Chinese active senior consumers to affect their behavior.

KCI등재

3페미니즘과 외모 꾸미기 패러독스 - 환불원정대를 중심으로 -

저자 : 장은수 ( Eun Su Jang ) , 이순재 ( Soon Jae Lee )

발행기관 : 복식문화학회 간행물 : 복식문화연구 29권 5호 발행 연도 : 2021 페이지 : pp. 651-664 (14 pages)

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The purpose of this study is to first examine the relationship between appearance-enhancing beauty practices and feminism, and secondly, to analyze public images of contemporary women using this paradigm. Through the lens of this relationship, we present a literature review and empirical research focusing on the evolution of public image trends among girl groups, with special attention to the Refund Sisters, a South Korean supergroup currently drawing mainstream attention as female icons. The scope of analysis includes girl groups dating from the 1990's to the year 2020 and photos of the Refund Sisters. Our results indicate that firstly, free sexual expression is evident based on active use of sexuality; images contain bold demonstrations of females desire, expressions previously considered taboo. Secondly, we note deviations from more standardized female images, unique adornment of outward appearance, and rejection of normative female images through freer forms of self-presentation. Lastly, there is greater cultural and racial diversity, rejection of modern race and gender binaries, and increased representation of queer identities. However, the relationship between appearance-enhancing beauty practices and feminism is sometimes considered paradoxical, with some arguing that beautifying one's outward appearance is a compulsory strategy and that it should be rejected in order to resist aesthetic pressure.

KCI등재

4패션 라이브 커머스의 특성과 소비자 신뢰

저자 : 박신영 ( Shinyoung Park ) , 신수연 ( Su-yun Shin )

발행기관 : 복식문화학회 간행물 : 복식문화연구 29권 5호 발행 연도 : 2021 페이지 : pp. 665-678 (14 pages)

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This study empirically verified the effect of the characteristics of live commerce on consumer trust and purchase intention. An online survey was conducted targeting adult women in their 20s and 30s who watched videos relating to fashion products on the NAVER shopping live channel; 281 questionnaires were analyzed using the IBM SPSS statistics 23 and AMOS 21 software packages. Consequently, the four factors of interactivity, attractiveness, price discount, and playfulness were identified from the data as characteristics of live commerce. Whereas interactivity and playfulness positively affected trust in both the seller and the product, attractiveness did nor significantly affect trust in the seller and the product. Furthermore, price discount had a significant positive effect only on trust in the seller and had no significant effect on trust in the product. In addition, trust in both the seller and the product had a significant positive effect on consumers' purchase intention; in particular, trust in the seller had a greater influence on consumers' purchase intention than trust in the product did. Research on the characteristics of live commerce can contribute to extend the theorical framework of live commerce research. Finally, fashion companies using live commerce channels will be able to develop live commerce channels that can elicit positive consumer perceptions based on the results of this study.

KCI등재

5뷰티디자인의 사회적 책임에 관한 연구

저자 : 박유경 ( You Kyoung Park ) , 이순재 ( Soon Jae Lee )

발행기관 : 복식문화학회 간행물 : 복식문화연구 29권 5호 발행 연도 : 2021 페이지 : pp. 679-693 (15 pages)

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The aim of this study was first to expand participation types in the field of beauty design by examining activities in the field, and second, to seek practical methods for addressing the important issue of social responsibility amid the current pandemic situation. Accordingly, social responsibility in design was examined through a review of previous studies. The features of practice domains and design performance fields were examined comparatively. As a result, it was found that social practices take place in various sectors, with sensibility toward the environment being escalated to a new level in the cosmetics industry. In terms of cosmetics enterprise practices, collecting, recycling, manufacturing, and retail networking has been established to reuse up to 95% of waste resources. Furthermore, ethical responsibility and participation concerning product and service waste resources are recommended, resulting in the supply of eco-friendly products in a virtuous cycle. In terms of systematic policy, even component transformation (such as organic certification and excluding toxic substances) is being carried out. However, it was difficult to identify such responsible activities in Korea; thus, systematic practice is needed. Designers take part in talent donation activities, and it was the sector they prefer the most. However, it is necessary to conduct studies on limitations such as venues equipped with cosmetics procedure equipment and public cosmetics sanitation and make systematic improvement, such that activities can be led with initiative from passive participation.

KCI등재

6소셜 미디어에 의한 패션쇼의 재매개

저자 : 김세진 ( Sejin Kim )

발행기관 : 복식문화학회 간행물 : 복식문화연구 29권 5호 발행 연도 : 2021 페이지 : pp. 694-705 (12 pages)

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Forming perceptions and having experiences through digital media is becoming more common than having in-person relationships in digital media environment. This study, which was conducted when Fashion Week transitioned to a digital platform in 2020, focuses on fashion shows that are announced through social media. The purpose of the study is to explore how traditional fashion media change through social media and what their media characteristics are from the perspective of remediation, which has been suggested by Bolter and Grusin (1999) as the logic of change in the new media. The results of the case analysis in this study, based on the definition and logic of remediation outlined through a literature review, are that social media fashion shows are remediated from traditional fashion shows in the manner that they are represented, improved, refashioned, and absorbed. The characteristics of remediation expressed in social-media-based fashion shows were derived from repurposed video content, improved the elements of fashion shows to express the shows in various ways, expanded places within the fashion shows, and decontextualized and visually flattened spatial discontinuity, and from genre transitions and perceptual shifts. Social-media-based fashion shows are becoming a tool to renew the fashion experience and views of fashion and strengthen the authenticity of the brand by interacting with the audience, improving on the spatial limitations of traditional fashion shows, and diversifying fashion presentation methods.

KCI등재

7분장 서비스를 활용한 체험마케팅과 테마파크 이용자의 만족도, 충성도, 재방문의도의 관계

저자 : 조예원 ( Ye-won Jo ) , 이영주 ( Young-ju Rhee )

발행기관 : 복식문화학회 간행물 : 복식문화연구 29권 5호 발행 연도 : 2021 페이지 : pp. 706-718 (13 pages)

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The purpose of this study is to identify the relationship between experience marketing using makeup services and theme park users' satisfaction, loyalty, and revisit intention. This is because it can identify the usefulness of makeup services and provide implications for effective field marketing strategies. In order to achieve the purpose, 668 users of the theme park were surveyed after convenience screening as research participants. The main theme was the makeup service for visitors to Lotte world, Everland, and Hapcheon Ghost theme park. this study reviewed previous studies and applied them to the makeup service. Based on this, the research model and the hypothesis were established, and as part of the empirical research, the hypothesis was verified through analysis methods such as frequency analysis, reliability verification, factor analysis, and structural equation modeling. The summary of the research results based on empirical analysis is as follows. First, as a result of analyzing experience marketing using makeup services has a positive impact on the satisfaction of customers using theme parks. Second, experience marketing using makeup services has a positive effect on customer loyalty. Third, experience marketing using makeup services has a positive effect on intention to return. Fourth, satisfaction and loyalty were found to affect the intention to return. Based on this research, we hope that the makeup service as experiential marketing can be effectively applied in various fields, and that the research can be used as basic data to make the makeup service into the representative cultural contents marketing.

KCI등재

8뷰티 관리 프로그램을 활용한 뷰티 테라피의 심리적 효과 분석

저자 : 서경자 ( Kyung Ja Seo ) , 이혜원 ( Hye Won Lee ) , 김미영 ( Mi Young Kim )

발행기관 : 복식문화학회 간행물 : 복식문화연구 29권 5호 발행 연도 : 2021 페이지 : pp. 719-734 (16 pages)

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The aim of this study was to determine the therapeutic effects of beauty care on negative mental health, including stress and depression. Nail care, massage care, and makeup were used as programs for beauty therapy. Qualitative research was conducted with six female participants over five-month period. After interviewing the subjects in advance, beauty care treatments were performed every week 4 weeks in the following order: nail care, massage, and makeup. The results are as follows, First, the participants perceived beauty care in the form of 4 concepts: “courtesy in social life,” “investment in oneself,” “self-satisfaction,” and “self-care.” Second, the effects of beauty therapy were categorized as “psychological effects,” “confidence,” “behavioral changes,” “evaluation of others,” and “positive social effects.” Third, each subject showed different psychological effects during the process when the function of the therapy took effect through the beauty care treatment. It was confirmed that confidence levels increased as a result of treatment through the process of becoming re-aware of oneself. Positive statements from the participants included: “I want to go out,” “I have become kind and positive to others,” “I have become more active in a given task,” and “It seems that my work ability is improving.” Finally, t-test results for selfesteem, depression, and stress showed there were significant differences in self-esteem and depression. This confirmed that self- esteem increased, and depression decreased after the beauty care treatment.

KCI등재

917~18세기 의원군과 심익창 묘 출토 광다회(廣多繪)의 양식과 제작기법

저자 : 박윤미 ( Yoon Mee Park )

발행기관 : 복식문화학회 간행물 : 복식문화연구 29권 5호 발행 연도 : 2021 페이지 : pp. 735-746 (12 pages)

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Uiwon-gun (1661-1722) and Sim Ikchang (1652-1725) were people of the upper classes of the Joseon Dynasty, who's belts woven with thread were found in their graves. The purpose of this study is to find a term suitable for the belts of these two people and to reveal the characteristics of the two belts and decipher the 8-character text marked on Shim Ikchang's belt to understand its meaning. The terms used during the Joseon Dynasty related to woven belts include “Gwangdaho”, “Daeja”, “Bunhapdae”, “Sagagda”, “Bangseungah”, and “Samunjikdae”. Among these terms, “Gwangdahoe” is the most suitable to indicate the belts of for both belts. The belts are made of a silk fabric of narrow width. The size of Uiwon-gun's belt is 2.8× 199cm, and because it is folded in half lengthwise and sewn, the original width is 8cm. It was woven in the imitation gauze technique. Sim Ik-chang's belt measures 10.5×258cm and is decorated with a woven net at the end. There are water and mountain patterns on both ends of the belt, with 11 lines of flower patterns equally spaced between. The belt is damask, the inscription part is made of brocade with letters expressed in golden thread. The meaning of the inscription is “Made in Hanbu. May you live a long and healthy life”.

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