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한국패션비즈니스학회> 패션비즈니스> 국내 남성 패션 유튜버 및 패션 콘텐츠 특성 연구

KCI등재

국내 남성 패션 유튜버 및 패션 콘텐츠 특성 연구

Characteristics of Fashion Contents of Domestic Male Fashion YouTubers

홍윤정 ( Yunjung¸ Hong )
  • : 한국패션비즈니스학회
  • : 패션비즈니스 26권1호
  • : 연속간행물
  • : 2022년 02월
  • : 119-139(21pages)
패션비즈니스

DOI

10.12940/jfb.2022.26.1.119


목차

Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구 결과
Ⅴ. 결론
References

키워드 보기


초록 보기

This study analyzed characteristics of domestic male fashion YouTubers and fashion contents in accordance with the need to analyze various content demands and testes of male consumers in the fashion industry. Using literature research and fashion expert evaluation, characteristic factors of fashion YouTubers were derived and the popular content of fashion YouTubers was classified by subject to analyze contents according to characteristics of YouTubers. Based on literature research, ten representative male fashion YouTubers were evaluated by fashion experts. Characteristics of male fashion contents in Korea were derived from attractiveness-friendliness, friendliness, professionalism-friendliness, and expertise. Contents of male fashion YouTubers were mainly composed of styling contents that could feed back daily looks, fashion-related information contents, and Vlogs. They mainly dealt with daily fashion coordination evaluation made by YouTubers. Based on the proportion of fashion information easily accessed by ordinary men through single fashion item’s recommendations, shopping know-how or styling tip was mainly dealt with. This study was significant in that it analyzed characteristics and contents of male fashion YouTubers according to the need to analyze various content demands and tastes of male consumers who have recently emerged as an important consumer group in the fashion industry.

UCI(KEPA)

간행물정보

  • : 자연과학분야  > 가정
  • : KCI등재
  • :
  • : 격월
  • : 1229-3350
  • : 2288-1867
  • : 학술지
  • : 연속간행물
  • : 1997-2022
  • : 1694


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26권2호(2022년 05월) 수록논문
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저자 : 조민희 ( Min-hee Cho ) , 한상인 ( Sang-in Han ) , 황선진 ( Sun-jin Hwang )

발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 2호 발행 연도 : 2022 페이지 : pp. 1-14 (14 pages)

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Recently, as the importance of mobile marketing is emphasized, the in-app advertising market, which inserts ads into applications, is growing. The purpose of this study is to verify the interaction effects of need for cognition, contextual consistency, and product involvement on advertising attitude. The experimental design of this study is a three-way mixed design of 2 (consumer need for cognition: high vs low) X 2 (contextual consistency: context match vs context mismatch) X 2 (product involvement: high vs low). The subjects of the survey were 337 men and women in their 20s and 30s Living in Seoul and Gyeonggi-do. SPSS 25.0 statistical program was used to analyze frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis. The analysis results are as follows. First, contextual consistency of mobile fashion ads showed significant effect on advertising attitude. Second, consumer need for cognition and contextual consistency of mobile fashion ads showed significant interaction effect on advertising attitude. Third, contextual consistency of mobile fashion ads and product involvement showed significant interaction effect on advertising attitude. Finally, product involvement and consumer need for cognition showed a significant interaction effect on advertising attitude. Based on the research results, it will help fashion companies to establish effective mobile in-app advertising strategies.

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저자 : 박한힘 ( Hanhim Park )

발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 2호 발행 연도 : 2022 페이지 : pp. 15-27 (13 pages)

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The purpose of this study is to perform research of ecology concepts expressed in fashion and to propose a new ecology fashion design based on the results. As a specific research method, first, to determine the concept of ecology, the contents related to ecology were extracted and organized through literature research, and then a fashion collection research was conducted to acquire basic design data, such as silhouettes, materials, details, and colors. From WGSN, and a total of 57 images were selected and used as basic data for the design suggestions. As a result of collecting the collection images, it was found that cotton or denim fabrics were mainly used, and in particular, the frequency of use was high mainly for bright tones. The use of chambray, lace, and wrinkles, was also frequent, and the use of expression techniques using burn-out, bleach, and bleaching effects or parts, or entire dyeing was often noticeable. The colors showed neutral and pastel-toned characteristics, and the silhouette was mainly composed of long silhouettes centered on maxi, such as a top or calf based on the knee, rather than a mini. Fabrics for the final designs were linen and sappan wood, and they were used for the dye and red was used as the overall color. The silhouettes were simplified, and care was taken to prevent unnecessary waste, such as paper or materials, from being generated during the production stage. We tried to achieve the purpose of eco-logy by refraining from excessive trimming, except for essential subsidiary materials, such as zippers.

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3패션 제조 기업의 디지털 트랜스포메이션을 위한 인공지능 솔루션 개발 및 활용 현황

저자 : 김하연 ( Ha Youn Kim ) , 최우진 ( Woojin Choi ) , 이유리 ( Yuri Lee ) , 장세윤 ( Seyoon Jang )

발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 2호 발행 연도 : 2022 페이지 : pp. 28-47 (20 pages)

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Rapid development of information and communication technology is leading the digital transformation (hereinafter, DT) of various industries. At this point in rapid online transition, fashion manufacturers operating offline-oriented businesses have become highly interested in DT and artificial intelligence (hereinafter AI), which leads DT. The purpose of this study is to examine the development status and application case of AI-based digital technology developed for the fashion industry, and to examine the DT stage and AI application status of domestic fashion manufacturers. Hence, in-depth interviews were conducted with five domestic IT companies developing AI technology for the fashion industry and six domestic fashion manufacturers applying AI technology. After analyzing interviews, study results were as follows: The seven major AI technologies leading the DT of the fashion industry were fashion image recognition, trend analysis, prediction & visualization, automated fashion design generation, demand forecast & optimizing inventory, optimizing logistics, curation, and ad-tech. It was found that domestic fashion manufacturers were striving for innovative changes through DT although the DT stage varied from company to company. This study is of academic significance as it organized technologies specialized in fashion business by analyzing AI-based digitization element technologies that lead DT in the fashion industry. It is also expected to serve as basic study when DT and AI technology development are applied to the fashion field so that traditional domestic fashion manufacturers showing low growth can rise again.

KCI등재

4해외 남성 프리미엄 아우터 브랜드의 색채 특성

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발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 2호 발행 연도 : 2022 페이지 : pp. 48-66 (19 pages)

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This study aimed to investigate and analyze the overall color utilization characteristics as design elements of advanced men's premium outer brands. From the analysis of a total of 889 color samples, PB showed the highest distribution in color, Bk, R, and P. The use of ltg and p of high and low chroma was high, centering on dkg of low value and low chroma, and g of medium chroma. The men's premium outer brand displays a luxurious color image centered on color planning due to color contrast between dark and grayish shades. The characteristics of colors and color distribution by brand were considered. The brands that utilized the most diverse colors and shades were Herno, which pursues sportswear of the Elegance image, and Stone Island, which pursues casual images of workwear style. These results show that systematic planning using colors and shades are utilized by all premium outer brand concept. The results of this study are meaningful because they can be used as basic data for effective product planning, men's outer design development, and color planning of outer clothing brands are they represent premium outer brands for men, and identifies color characteristics as differentiated design elements.

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5인구통계학적 특성에 따른 여성 레깅스 만족도 및 재구매 의도 분석

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발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 2호 발행 연도 : 2022 페이지 : pp. 67-82 (16 pages)

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This study was aimed to investigate the differences in satisfaction and repurchase intention of leggings focused on women who have ever worn leggings. The participants were women in their 10s-50s who were residing in Busan and Gyeongnam, Korea. The survey was taken between July 3rd and 28th, 2021. A total of 313 questionnaires were completed and used in the statistical analysis. The data were analyzed with χ2-test, t-test, ANOVA, etc. using the SPSS. The leggings wearing by demographic characteristics were significantly different for age, monthly income, and occupation. The factors related to leggings postpurchase satisfaction were identified as reshaping body type and utilization, wearing sensation and functionality, design and price, colorfastness to laundry, and quality. As a result of analyzing the difference for leggings postpurchase satisfaction by demographic characteristics, colorfastness to laundry, and quality were significantly different by marital status, reshaping body type and utilization, design and price, and colorfastness to laundry, and quality were significantly different by age. All postpurchase satisfaction factors were significantly different by monthly income. Design and price, colorfastness to laundry, and quality were significantly different by occupation. The variables influencing the level of leggings satisfaction were wearing sensation and functionality, followed by design and price, reshaping body type and utilization, and colorfastness to laundry and quality. The repurchase intention of leggings was significantly different by age and monthly income. The variables influencing repurchase intention of leggings were design and price, followed by reshaping body type and utilization.

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저자 : 이다현 ( Dahyun Lee ) , 서승희 ( Seunghee Suh )

발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 2호 발행 연도 : 2022 페이지 : pp. 83-94 (12 pages)

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The purpose of this study was to analyze the reality of clothes-wearing among physically disabled women and propose trouser designs. As a research method, an in-depth interview method was adopted for 10 women in their 30s and 50s with lower limb disabilities who could wear trousers and use wheelchairs. The study results identified the following factors that should be considered in the design of trousers. First, a semi-casual design that could hide physical deficiencies, was not different from ready-made clothes and enabled various looks was desirable. Second, the proper material would have little transformation in the form, have remarkable durability and laundry fastness, two-directional stretch, and hide deficiencies with a sense of thickness and density. Third, an “L-frame” pattern in a sitting position, and a straight fit were desirable. Finally, pockets can impose pressure according to their form, size, position, and sewing method, highlighted the need for a sewing approach to minimize seams in the fabric. For adjustment, an elastic band would be a good choice in terms of type, length, position, and material as it could satisfy both the convenience of putting on and taking off and comfort in wearing at the same time. Decorative design details can also impose pressure according to a sense of thickness, which means that they should be avoided in parts that are close to the body or can impose pressure according to posture.

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7강릉 문화자원을 활용한 니트 패션문화상품 개발 -강릉 수보 문양을 중심으로-

저자 : 한선미 ( Sun Mi Han ) , 우현리 ( Hyun Ri Woo )

발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 2호 발행 연도 : 2022 페이지 : pp. 95-109 (15 pages)

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This study was aimed at developing a new textile design based on the authentic and cultural resources of the Gangneung Subo pattern and applying the textile design to knitted fashion products. Gangneung has been recognized for its outstanding artistry in the field of Gyubang art. Gangneung Subo is an embroidered wrapping cloth. The discovered and preserved Subo at this time was from the Kwandong region centered in Gangeung, and is regarded as the product of the indigenous native culture in Kwandong. Therefore, as a representative cultural resource of Gangneung, the Gangneung Subo has sufficient value as a material for the development of cultural products with uniqueness, distinctiveness, and historicality. As a research method, the background of Gangneung Subo was investigated. A total of 12 motifs were created while preserving the authentic originality of the Gangneung Subo pattern and minimizing unwanted deformations of the pattern during the developing process. The created motifs were repeatedly applied to the pattern and new textile designs were created. Eighteen knit fashion products, including narrow and wide-width mufflers and neck warmers, were developed by applying the new textile designs. As a significant cultural resource for cultural goods development, this study ascertained the value of Gangneung Subo, preserving its unique distinction and history. This study was especially significant since the Gangneung cultural goods developed used knitted material and extended the development to producing real products.

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저자 : 서승희 ( Seunghee Suh ) , 장천 ( Qian Zhang )

발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 2호 발행 연도 : 2022 페이지 : pp. 110-128 (19 pages)

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The purpose of this study was to analyze the expressive characteristics of Chinese shadow puppetry costumes. Literature study and case analysis were conducted using books, research papers, and materials from the Xi'an shadow puppetry museum. Based on the Chinese traditional costumes, the shape characteristics are utilized with the intaglio and embossing techniques, and the complex and unnecessary details are omitted to express the costume image in a characteristic and simple manner. Second, colour was used according to the traditional Chinese symbolic colour concept, and the brighter the colour, the higher the role's status. The colour was also used to express identity and character. In addition, relatively vivid and highly saturated colours were used for the transparent effect of the shadow puppetry. Third, a role's status is indicated by the density and completeness of the patterns; the higher the role's status, the more complex and sophisticated the patterns, and the lower the status, the simpler the patterns or no patterns are used. Fourth, the faith for blessing expressed in the shadow puppetry is a representative folk auspicious culture. The repertoire of the shadow puppetry and the patterns on the costumes worn by the puppets, express the culture in an implicit way to symbolize the meaning of auspicious things.

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발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 2호 발행 연도 : 2022 페이지 : pp. 129-142 (14 pages)

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발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 2호 발행 연도 : 2022 페이지 : pp. 143-155 (13 pages)

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Environmental problems increasingly serious, and sustainability in the fashion industry has become an essential factor. Nowadays, numerous brands are engaging in sustainable fashion activities, such as recycling, vegan, fair trade, etc., which have not been done before. However, there are limited studies about sustainable fashion activities focusing on luxury brands. The purpose of this study is to establish the current status of luxury brands' sustainable fashion activities based on the macro trend of Todeschini et al(2017)'s thesis. This study selected six global luxury fashion brands Louis Vuitton, Hermes, Gucci, Prada, Burberry, and Stella McCartney. Data were collected from the brand's websites and reports, fashion magazines, and Google. As a result of the study, the following adjustments are being implemented; first, efforts are being made to reduce the consumption of natural resources. Second, transparency on working conditions is provided in various ways. Third, luxury brands' awareness of the sharing economy was not opened. Fourth, efforts are being made to develop eco-friendly materials and technologies to minimize wastage. Based on these research results, if applied as basic data for the development of Korean fashion brands and start-up companies, it will help establish directions of sustainable fashion strategies.

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발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 1호 발행 연도 : 2022 페이지 : pp. 30-40 (11 pages)

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This study aims to provide basic information on the changes in lower body measurements and shapes of women in their 20s for developing better fitting slacks patterns and a more applicable sizing system that can be widely utilized for women of all ages. Factor and cluster analysis were performed on 1,360 women's direct measurement data within the age group from the 5th (2004) and 7th (2015) Korean Human Body Measurement Investigation. The factor analysis identified four factors and explained 82.54% of the total variance; Factor 1, horizontal measurements of lower body; Factor 2, vertical lengths of lower body; Factor 3, measurements of leg and hip areas; Factor 4, lengths of hip and crotch areas. The cluster analysis categorized the lower body shapes of each age group into four shapes; Shape 1, a petite lower body with short legs; Shape 2, a long lower body with medium built; Shape 3, an obese abdomen and legs; Shape 4, a short and slim lower body. Shape 4 (36.5%), Shape 2 (31.2%), Shape 1 (27.8%), and Shape 3 (4.5%) were placed in the order of frequency from the highest to lowest among all the age groups. The findings of this study showed gradual changes in the lower body measurements and shapes of women in their 20s and relevant physical features of each age group. They can be utilized for developing women's slacks patterns with better fitting and more comfort.

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발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 1호 발행 연도 : 2022 페이지 : pp. 41-52 (12 pages)

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Since the dissolution of the Soviet Union in 1991, the Russian public has been rapidly adapting to belated globalization, consistent with the ever-changing market economy. The purpose of this study was to investigate the social background and modern fashion of Russia after the collapse of the Soviet system and consider the characteristics of modern Russian fashion that have emerged in various ways amid the social changes. This study has significance in expanding the breadth of understanding the rapidly growing modern Russian fashion by considering modern Russian fashion and preparing the foundation while filling the need for research on the Russian fashion market, which has great potential. In the scope of the study, we investigated fashion from the post-2000s, when consumption began in earnest after Russia suffered a period of social and economic turmoil and switched to a liberalistic economy in 1991, to the present. In addition, we conducted an analysis focusing on the works of fashion designers who came from Russia and actively participated in work activities in Russia or abroad. Russian fashion designers reflect the unique cultural characteristics of Russia in their designs and incorporate Russian art into their designs to represent new fashion. Through continuous attempts for creative fashion design, modern Russian fashion will be developed in more diverse ways in the future. Thus, a follow-up study using various approaches to Russian fashion is needed.

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53D 버추얼 웨딩드레스의 실물대용 가능성 연구 -스몰웨딩용 웨딩드레스를 중심으로-

저자 : Xinyi Yuan , 배수정 ( Soojeong Bae )

발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 1호 발행 연도 : 2022 페이지 : pp. 53-67 (15 pages)

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The purpose of this study was to compare the appearance similarity between a 3D virtual wedding dress, and a model wearing real dress, and production efficiency, and the possibility of achieving similar results with 3D digital technology. Five wedding dresses for small weddings under the theme of 'Dream Series', were designed and produced in virtual and real dresses to quantitatively compare and analyze the appearance similarity and production efficiency. Experts compared the appearance similarity on the silhouettes, colors, materials, and details, and production efficiency was compared with time and cost. Based on our results, 3D virtual images of four out of the five dresses were similar to the real images. Our efficiency evaluation results showed that the manufacturing time was 45.4% shorter, and the manufacturing cost was 46.1% less than the existing method. This indicated that the wedding dress manufacturing process using 3D virtual software was time and cost saving competitive. Our results also confirmed that 3D virtual software technology has the potential to increase the efficiency of designing and production, and therefore an increase in competitiveness and sales of wedding dresses. Furthermore, 3D technology allows consumers to select and order wedding dresses online through 3D virtual software. This is a great advantage, and it highlights the significance of this research study.

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6조선 화포(花布) 문양을 활용한 현대 패션디자인 개발 연구

저자 : 오하타에미이 ( Emii Ohata ) , 서승희 ( Seunghee Suh )

발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 1호 발행 연도 : 2022 페이지 : pp. 68-91 (24 pages)

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The purpose of this study is to create modern patterns based on considering the types and design elements of Joseon hwapo patterns containing Korean identity, and to develop costume designs by applying design elements of traditional Korean dress, Hanbok. These designs combine traditional costumes with modern sensibility using the attribute listing method, and present them using a 3D virtual clothing program. Through this, it is meaningful as it organizes data on Joseon hwapo patterns, which were rarely dealt with in the traditional Korean costume research, and it is also of research value as it is a work that utilizes Joseon hwapo patterns as a new source of fashion design development. As a research method, literature research was conducted based on the documents, 'Nabeshima-sarasa hidensho', 'Nabeshima-sarasa mihoncho', and 'Zoho kafu benran', which are related to Joseon hwapo remaining in Japan. Based on the literature research, research was performed by creating pattern design and costume design using the attribute listing method, and 3D virtual clothing. Traditional Korean costumes used in design development in this study were saekdong-jeogori, dolddi-jeogori, magoja, hongjangsam, durumagi, jungdan, gollyongpo, jeogui, breast band, mujigi-chima, chima, and baji. Further, accessories used in each costume, such as pyeseul, daedae, hapi, and jeonhaeng-utchima, and features of configurations, such as yongbo, chest ribbons, band hem, gusset, collar and dongjung, heorimalgi, neckline, and sapok line, were used for design development.

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7네일숍 고객의 자신감과 자아존중감에 따른 서비스 추구 혜택 및 재방문 의도에 관한 연구

저자 : 김민희 ( Minhee Kim ) , 박한힘 ( Hanhim Park )

발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 1호 발행 연도 : 2022 페이지 : pp. 92-104 (13 pages)

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The nail service field, which has emerged as a new trend in the beauty industry, is showing rapid growth compared to other beauty fields. As nail beauty services become more common and popular, studies on related fields are also actively progressing, but most of the research has been focused on changes on self-esteem. In addition, most of the preceding studies are centered on female customers, thus, there is little data on male customers that are increasing recently. This research aims to provide customized marketing data to the nail beauty service industry by analyzing the psychological characteristics of the customers and their motives by selecting self-esteem and confidence as factors. First, the customers' confidence and self-esteem were classified into a group with high and low confidence and self-esteem, and as a result of analyzing the difference in service pursuit benefits and revisit intentions, there were significant differences in mood change, professionalism, health hygiene, aesthetics, and revisit. Second, as a result of analyzing the effect of the service pursuit benefits of male and female customers on the revisit intention, it was found that only health and hygiene had a significant effect on the revisit intention. Female customers also had a significant influence on their revisit intention, which is judged to have a significant effect on male customers' revisit intention because most of the main management is cuticle cleaning, callus management, and problematic nails.

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8동영상을 활용한 봉제 교육 연구

저자 : 권상희 ( Sang-hee Kwon )

발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 1호 발행 연도 : 2022 페이지 : pp. 105-118 (14 pages)

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This study investigated the effective pedagogical strategies for sewing by examining the efficacy of sewing videos as supplemental learning materials and demonstration tools. Sewing videos were created for face-to-face apparel construction courses, and students' opinions on sewing videos as an educational tool were collected. Videos with subtitles were offered to Apparel Construction Course 1, whereas videos with narration and subtitles were offered to Apparel Construction Course 2. As “supplemental learning materials,” students rated videos as more effective for learning and satisfying than “documents with text and images.” The effectiveness and satisfaction scores for Apparel Construction Course 2 were significantly higher than those for Apparel Construction Course 1. Furthermore, videos were utilized significantly more than documents, and most students preferred videos over documents. The main benefits of videos as supplemental learning materials were repetitive learning at the learner's convenience and the detailed presentation of the sewing process. Students regarded narration as more effective and satisfying than subtitles. Narrations were expected to be offered along with subtitles. As “demonstration tools,” students rated videos as more effective for learning and satisfying than traditional “sewing samples.” Students preferred “demonstration with videos” to “demonstration with sewing samples.” The main benefits of video demonstration were a close-up view, presentation of the entire sewing process, and shorter wait time without the need for group teaching. Students wanted more sewing videos and narrations to be offered, and various sewing machine feet to be used in the videos. Educational methods for sewing were suggested based on student opinions.

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9국내 남성 패션 유튜버 및 패션 콘텐츠 특성 연구

저자 : 홍윤정 ( Yunjung¸ Hong )

발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 1호 발행 연도 : 2022 페이지 : pp. 119-139 (21 pages)

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This study analyzed characteristics of domestic male fashion YouTubers and fashion contents in accordance with the need to analyze various content demands and testes of male consumers in the fashion industry. Using literature research and fashion expert evaluation, characteristic factors of fashion YouTubers were derived and the popular content of fashion YouTubers was classified by subject to analyze contents according to characteristics of YouTubers. Based on literature research, ten representative male fashion YouTubers were evaluated by fashion experts. Characteristics of male fashion contents in Korea were derived from attractiveness-friendliness, friendliness, professionalism-friendliness, and expertise. Contents of male fashion YouTubers were mainly composed of styling contents that could feed back daily looks, fashion-related information contents, and Vlogs. They mainly dealt with daily fashion coordination evaluation made by YouTubers. Based on the proportion of fashion information easily accessed by ordinary men through single fashion item's recommendations, shopping know-how or styling tip was mainly dealt with. This study was significant in that it analyzed characteristics and contents of male fashion YouTubers according to the need to analyze various content demands and tastes of male consumers who have recently emerged as an important consumer group in the fashion industry.

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10패션 브랜드의 레트로 마케팅 유형이 레트로 특성 지각과 노스탤지어 감정에 미치는 영향

저자 : 오명수 ( Myeoungsoo Oh ) , 김한나 ( Hanna Kim )

발행기관 : 한국패션비즈니스학회 간행물 : 패션비즈니스 26권 1호 발행 연도 : 2022 페이지 : pp. 140-157 (18 pages)

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This study examined the types of retro marketing of fashion brands and explored the difference in retro characteristics and nostalgic emotions. Additionally, the effects of retro characteristics on nostalgic emotions and the influence of nostalgic emotions on brand attitude were examined. A total of 33 fashion brands, including eight designer brands, 10 sports and outdoor brands, 11 casual brands, and four SPA brands were investigated to categorize the retro marketing types. An online survey was also conducted of respondents in their 20s to 50s, and a total of 363 responses were analyzed using SPSS 26.0. The results were as follows. First, the retro marketing of fashion brands was categorized into four types including brand heritage marketing, retro design marketing, retro emotional experience-oriented marketing, and brand collaboration marketing. The four retro marketing types showed differences in retro characteristics and nostalgic emotions. Second, the retro characteristics consisted of four dimensions including familiarity, attractiveness, uniqueness, and historicity. Nostalgic emotions consisted of four dimensions including sadness, longingness, comfort, and pleasure. Third, the results showed that familiarity and attractiveness had significant effects on comfort and pleasure, while uniqueness and historicity had significant effects on longingness. Fourth, the results showed that longingness, comfort, and pleasure had positive effects on brand attitude, whereas sadness had a negative effect on brand attitude.

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