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REFERENCE LINKING PLATFORM OF KOREA S&T JOURNALS
> Journal Vol & Issue
Journal of the Korean Society of Clothing and Textiles
Journal Basic Information
Journal DOI :
The Korean Society of Clothing and Textiles
Editor in Chief :
Volume & Issues
Volume 39, Issue 6 - Dec 2015
Volume 39, Issue 5 - Oct 2015
Volume 39, Issue 4 - Aug 2015
Volume 39, Issue 3 - Jun 2015
Volume 39, Issue 2 - Apr 2015
Volume 39, Issue 1 - Feb 2015
Selecting the target year
Ideal Image and Fashion of Korean Women in the 1970s
Lee, Hana ; Lee, Yhe-Young ;
Journal of the Korean Society of Clothing and Textiles, volume 39, issue 5, 2015, Pages 641~655
DOI : 10.5850/JKSCT.2015.39.5.641
This study examined the ideal image and fashion of Korean women in the 1970s from a socio-cultural context. This study used information on the 1970s politics, economy, and culture provided by "Chosun Ilbo" and "Yosungjungang" as well as their presentation of the ideal image and fashion for Korean women in the 1970s. The ideal image and fashion of women were considered from the viewpoint of Hamilton's Meta-theory. The ideal image of women in the 1970s is divided into two aspects. The image from the traditional Confucian perspective was prevalent and restricted the lives of women to housekeeping chores. On the contrary, women have increasingly participated in society vis-
-vis education and employment opportunities to present a progressive image of women. These aspects coexisted during the turmoil of social change. Progressive women had money to buy clothes because they were economically independent. These women embraced styles that included mini, midi, maxi, and bell-bottom pants. Further, pants were developed into different styles such as pant suits. T-shirts and blue jeans as casual wear were very popular among the youth. At the end of the 1970s, the tailored look and the big look (which copied men's clothing) were in fashion. Masculine styles such as wide shoulders with pads and neckties strengthened gender equality. Other fashions were dominated by feminine styles described as beautiful, sweet, and elegant that reflected Korean society's tendency to regard women as sex objects. Clothing that exposed the body highlights this sexual objectification aspect. Women wore miniskirts, hot pants, and bikinis because they wanted to enhance their sex appeal, propagating the view of women as sex objects. In conclusion, all aspects of society and culture were closely interrelated with a fashion style that reflected the values of those aspects.
Consumers' Perception of Fashion Companies' Sustainability and Its Effect on Trust, Preference, and Purchase Intention
Suk, HyoJung ;
Journal of the Korean Society of Clothing and Textiles, volume 39, issue 5, 2015, Pages 656~671
DOI : 10.5850/JKSCT.2015.39.5.656
Discussions on sustainability in the fashion industry highlight the need for a holistic and strategic approach. This study investigated consumers' perception of fashion companies' sustainability and its relationship with value and perceived consumer effectiveness as well as with consumer trust, preference, and purchase intention. The assessment scale of fashion companies' sustainability was developed for this study and data were obtained from 645 consumers in their 20's to 60's in Korea. As a result, consumers' value and perceived consumer effectiveness had significant effects on consumers' perception of fashion companies' sustainability. Universalism, security/benevolence and perceived consumer effectiveness were variables that had significant effects on all four dimensions of sustainability. Consumer's perception of fashion companies' sustainability significantly influenced consumer trust, preference and purchase intention. Especially, environmental, societal, and cultural sustainability (rather than economic dimension) were shown to have a greater impact on consumers' trust, preference and purchase intention.
Color Strategies for SPA Brand Identity -Focused on 2013 S/S-
Park, SYoojeong ; Ha, Jisoo ;
Journal of the Korean Society of Clothing and Textiles, volume 39, issue 5, 2015, Pages 672~682
DOI : 10.5850/JKSCT.2015.39.5.672
SPA brands have quickly expanded in domestic fashion markets as native SPA brands enter markets that foreign SPA brands previously occupied. It is important that each SPA brand establish its own brand identity to differentiate itself from other brands when SPA brand competition in fashion markets increases. This study investigates how SPA brands express brand identities through colors due to their importance for visualization strategies and brand identity. This study conducted a simultaneous literature study and case study. First, this study reviewed the theoretical background of brand identity and its relationship with colors as well as SPA brands by studying relevant literature and cases of domestic academic theses and data on Internet web sites. After reviewing the theoretical background of SPA brands, this study selected 4 stores of SPA brands (8SECONDS, H&M, UNIQLO, and ZARA) as case study targets and analyzed the stores' external appearance, interior and product colors. Store analysis divided colors into identity colors and trend colors with each SPA company expressing its own brand identity through: the store's external appearance (logo color), painted interior colors (ceiling, floor, walls, mannequins, hangers, equipment, and store-carrier bag), or trend colors (reflected in the store's main display hall or products). The results consider that each SPA brand sets the mass market as their target, and chooses the commercialization of latest fashion by selecting the latest trends in the fashion trend cycle, so its products do not reflect characteristics symbolizing the company's uniqueness and brand.
Gender and Age Differences in Triple Media Usage Related to Outdoor Apparel Purchases
Yoon, Jae-ik ; Kim, Hanna ;
Journal of the Korean Society of Clothing and Textiles, volume 39, issue 5, 2015, Pages 683~694
DOI : 10.5850/JKSCT.2015.39.5.683
This study defines the concept of triple media and examines various marketing media that influence a consumer's purchase of outdoor fashion brands. We explore the effects of gender and age on information searches related to outdoor fashion brands and purchase criteria related to outdoor clothing. A survey of consumers who visited stores was conducted. We targeted consumers between the ages of 15 and 50 and analyzed 764 questionnaires. The results show that triple media involve eight factors: five factors (printed ads or radio ads, campaign ads, Internet ads, TV ads, and store ads) in paid media, one factor (direct marketing) in owned media, and two factors (channels of social network services, channels of direct promotion) in earned media. Further, the evaluation/appraisal criteria of outdoor clothing consist of four attributes (practicality, promotional activities, product power, and customer service). The teenager group showed significantly low usage of campaign ads, direct marketing, and direct promotion, while the use of Internet ads is particularly high among teenagers compared to other age groups. Moreover, teenagers are least likely to rely on practicality when evaluating clothing and are most likely to value product power. Additionally, women show significantly high usage of direct marketing. In terms of the clothing appraisal criteria, women assign higher value to practicality and promotional factors than men. The theoretical and managerial implications of the findings are discussed.
The Suitability of the Size Classification of Dress Shirts on the Market
Han, Eun Joo ; Kweon, Soo Ae ; Choi, Jong Myoung ; Song, Jae Min ; Lim, Bo Youn ;
Journal of the Korean Society of Clothing and Textiles, volume 39, issue 5, 2015, Pages 695~702
DOI : 10.5850/JKSCT.2015.39.5.695
This study provides basic data that are helpful to prepare a sizing system for dress shirts that improves the wearer's size fitness. The 16 different parts of the dress shirts were measured for 24 pieces of dress shirts with three kinds of size (95, 100 and 105) among the eight different brands on the market. The measurement sizes of the dress shirts analyzed the accuracy of the size information, size classification by size designation, and differences of size by brand. The results of the study were: 1. The size information of dress shirts differed from customer demand. 2. The size increments between size designations differed from each other even though measurement sizes of the dress shirts increased as the size designation increase. 3. Measurement sizes of the dress shirts were different between brands even for dress shirts of the same size designation. It is necessary that manufacturers secure an accurate and standardized sizing system and provide accurate information for the measurement sizes of dress shirts on an online shopping mall.
Tone in Text and the Effect on Trust and Choice Confidence in Online Fashion Shopping
Lee, Eun-Jung ; Kim, Hahn ;
Journal of the Korean Society of Clothing and Textiles, volume 39, issue 5, 2015, Pages 703~713
DOI : 10.5850/JKSCT.2015.39.5.703
Consumers' psychological demands for e-tail shopping have increased as websites have become one of the most dominant retail outlets for various fashion products. The lack of realistic social stimuli in virtual contexts (websites) has been a major limitation for many online shoppers. Prior research has focused on the viable role of technology to improve positive social factors in e-tailing; however, this study tests the role of tone in text in fashion e-tail sites on consumers' trust and choice confidence. We conducted a self-administered online survey with 309 individuals from the U.S.. The results indicated positive effects of casual tone in text-based content of a fashion e-tail site on trust and confidence. Trust also has a significant positive effect on confidence. Both trust and confidence improved purchase intention. Given the high price of employing an avatar or simulated salesperson online, using tone in text to increase positive social effect on shoppers can be a positive alternative when managers plan e-tail strategies contributing to consumers' positive shopping experience online. Discussions and study limitations are provided.
Clothing Expense, Consumer Innovativeness and Perceived Risk of Male and Female Customers of Various Fashion Retail Channels
Chung, Ihn Hee ;
Journal of the Korean Society of Clothing and Textiles, volume 39, issue 5, 2015, Pages 714~727
DOI : 10.5850/JKSCT.2015.39.5.714
This study investigated consumers' clothing expense, consumer innovativeness and perceived risk to the channel type they frequently purchase fashion products and compared the relationship between the variables. A survey of male and female college students was conducted and 367 responses were analyzed using descriptive statistics, chi-square analysis, two-way ANOVA, factor analysis, reliability analysis, and correlations. Female consumer clothing expenses were high compared to male consumers, and clothing expenses of consumers using department stores and independent banded stores were high compared to those using internet shopping malls. The sub-dimensions of consumer innovativeness were determined as adventure-oriented, unique-oriented, and change-oriented, and female consumers have characteristics more unique-oriented and change-oriented. In the case of female respondents, unique-oriented innovativeness was highest for department store customers, while the male customer of non-branded stores showed the highest unique-oriented innovativeness. Perceived risk indicated the highest score from the customers of internet shopping mall. Department stores were recognized as reliable by female department store customers. Clothing expenses and consumer innovativeness dimensions showed significantly positive correlations; in addition, the relation between clothing expense and perceived risks were significantly negative. Consumer innovativeness and perceived risks have positive relations.
Antecedents and Consequences of Brand Love for Fast Fashions
Park, Hye-Jung ;
Journal of the Korean Society of Clothing and Textiles, volume 39, issue 5, 2015, Pages 728~744
DOI : 10.5850/JKSCT.2015.39.5.728
Brand love contributes to consumers' positive post-purchase behavior; therefore, fast fashion brand marketers should make more efforts to develop marketing strategies to promote brand love in the increasingly competitive fast fashion industry. This study identified the antecedents and consequences of fast fashion brand love to provide insights into brand love. Brand-related variables (affective brand experience, self-expressive brand, and hedonic brand attitude) were considered as antecedents, and post-purchase behavior variables (loyalty and positive word of mouth) were considered as consequences. It was hypothesized that affective brand experience, self-expressive brand, and hedonic brand attitude directly and indirectly influence brand loyalty and positive word of mouth through brand love. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred and eighty-six questionnaires were used in the statistical analysis. Factor analysis revealed that all variables were uni-dimensional. Tests of the hypothesized path showed that affective brand experience and self-expressive brand indirectly influenced brand loyalty and positive word of mouth through brand love versus the direct influence of hedonic brand attitude. The results suggest some implications for fast fashion brand marketers.
Ageless Trend and the Fashionable Style of Korean Middle-Aged Men
Lee, Na Hyun ; Ha, Ji Soo ;
Journal of the Korean Society of Clothing and Textiles, volume 39, issue 5, 2015, Pages 745~754
DOI : 10.5850/JKSCT.2015.39.5.745
This study analyzed Korean middle-aged men's fashionable styles according to ageless trends as their representative characteristic and deriving their special features from men's magazines. Literature and case studies were conducted together. The research findings are as follows. First, it showed uniformity, conformity, passive clothing selection and consumption in 1990s as characteristics of middle-aged men's wear by period. However, clothing became an expressive way to pursue individuality and an ageless trend gradually, and middle-aged men positioned themselves as subjects of a consumer market for men's wear after 2010 through active clothing selection and consumption. Second, along with a trend change preferring a comfortable and active to formal atmosphere, it showed that casual style became diversified and segmented gradually in Korean middle-aged men's ageless trend and fashionable style. Third, as for formative characteristic changes in middle-aged men's fashionable style by period, it contained a slim silhouette, bright and splendid colors and patterns, increase of light, active and functional materials, generalization of casual items and pursuit of individuality by various mix & match styles. Fourth, in Korean men's ageless trend and changing fashionable style, four kinds of special characteristics were derived that included a change of the traditional clothing symbolism, weakened conformity & pursuit of personality, obscured boundaries between age and wearing style, and active embracing of a trend.
Does Economy Dictate Hemline Move? -Verification of the Hemline Theory-
Ahn, Insook ;
Journal of the Korean Society of Clothing and Textiles, volume 39, issue 5, 2015, Pages 755~764
DOI : 10.5850/JKSCT.2015.39.5.755
This study investigates if the relationships between hemline and macro-economic factors (rGDP, recession, and unemployment) are still applicable as well as analyzes time lags that reflect economic factors on the hemline index using U.S. data. The hemline theory and fashion cyclical theory were applied to propose the relationships studied. The data for the hemline measurements of women's day-wear were obtained from US Vogue spring and fall editions from 1950 to 2014. Data were standardized by dividing the length from shoulder to hemline by the length from the shoulder to ankle. I aggregated 2260 samples and hemline data to create a yearly average. This study used OLS of Stata 13 program to explore the relationship between macro-economic factors and hemline. The main findings were the recession and unemployment influenced hemline length for four years in a positive direction. Furthermore, the effects of previous recession and unemployment on the current hemline were very close to the significant level respectively. This finding supports the hemline theory in that a recessionary economy is related to longer hemlines and hemlines become shorter in flourishing economic periods.
A Study on e-WOM and Satisfaction of Chinese Online Fashion Product Shoppers in Their 20s
Xu, Chao ; Park, Hye Sun ;
Journal of the Korean Society of Clothing and Textiles, volume 39, issue 5, 2015, Pages 765~777
DOI : 10.5850/JKSCT.2015.39.5.765
This study examined the e-WOM acception and transmission motive of Chinese online fashion product shoppers in their 20s and analyzed the effect of acception and transmission motive factors on acception and transmission behavior. This study investigated the effect of acception and transmission behaviors on purchase satisfaction. Analysis was conducted with data collected from 373 Chinese individuals in their 20s. Data were analyzed with factorial analysis, ANOVA, multiple regression analysis, chi-square test, paired t-test, and Cronbach's
using SPSS 18.0. The results were: 1. The factor analysis of e-WOM acception motive extracted two factors: risk reduction and confidence. The factor analysis of e-WOM transmission motive extracted three factors: Compensation/pleasure, advice, and emotion expression. 2. The two motives of e-WOM acception affected acception behavior. Confidence motive affected acception behavior more than risk reduction motive. The three motives of e-WOM transmission motives affected transmission behavior. Transmission behavior affected by advice, compensation/pleasure, and emotion expression in order of significance. 3. e-WOM acceptance behavior affected purchase satisfaction more than transmission behavior.
Characteristics and Sensibility of Work Clothes Materials Developed Taking into Account Work Environment of the Major Industrial Settings
Bae, Hyun-Sook ;
Journal of the Korean Society of Clothing and Textiles, volume 39, issue 5, 2015, Pages 778~788
DOI : 10.5850/JKSCT.2015.39.5.778
This study evaluated the characteristics and sensibility of work clothes materials developed that took into account the work environment of major industrial settings, for which a selection was made according to spring/autumn use and winter use. The physical properties of the existing and test weaving of the work clothes materials were compared after the test weaving of work clothes materials through material design, which altered the yarn count, composition, weave and density of material. To evaluate sensibility of work clothes materials subjectively, seven ranks' semantic differential scale questions were developed with polar adjective pairs. The test weaving of work clothes materials showed improved performance (such as tensile strength, dimensional change, water vapor permeability, and color fastness) compared to the existing materials. The common factor analysis indicated that the explanatory power of the cumulative variance for the spring/autumn use and winter use was 71.19% and 69.53%, respectively.