The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

A study on the rental Hanbok - Focusing on the market and consumer changes between 2006 and 2016 -

대여 한복에 대한 연구 - 2006년과 2016년 시장과 소비자 변화를 중심으로 -

  • 심준영 (전주대학교 가정교육과)
  • Received : 2017.05.17
  • Accepted : 2017.06.12
  • Published : 2017.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to investigate changes in the rental Hanbok market and consumer during the past 10 years. This study was done by analyzing internet news about rental Hanbok and in-depth interview. The results provide basic data that can be used to understand the rental Hanbok market. Results showed the followings: First, the rental Hanbok market has expanded and consists of two types of rental Hanbok; ceremonial and experiential. The experiential Hanbok is new but a big part in rental Hanbok market. It is not existed until 2007 but it accounted for more than 60% of internet news about rental Hanbok in 2016. Second, there is a significant difference in consumer behavior between the two types of rental Hanbok. Ceremonial Hanbok showed consistent consumer behavior between 2006 and 2016. Consumer want to get benefits such as TPO(occasion suitability), economy, exhibition, trendy and exceptionality through renting Hanbok. On the other hand, experiential Hanbok, consumers are motivated by having unique, conformity and sharing memories. Based on these results, different sets of information reveal the unique features of the two types of rental Hanbok. And also needed to develop new designs and marketing strategies for them.

Keywords

References

  1. Bae, R. T., Lee, M. S., & Kim, E. J. (2016). A study on the current status of Hanbok brands and aesthetic characteristics. Fashion Business, 20(1), 127-141. doi:10.12940/jfb.2016.20.1.127
  2. Chung, H.-G., & Lee, M.-J. (2003). A study on the changes of shape for children's Saenghwal Hanbok Jeogori. The Research Journal of the Costume Culture, 11(1), 75-87.
  3. Geum, K. S. (1988). A study on the Korean aesthetic consciousness through the Choson costume. Unpublished doctoral dissertation, Ewah Womans University, Seoul, Korea.
  4. Geum, K. S. (1990). The beauty of swinging and trembling in Korean costume. Journal of the Korean Society of Costume, 15, 121-130.
  5. Giorgi, A. (2004). Phenomenology and psychological research (K. L. Sin, Y. G. Jang, I. S. Park, M. Y. Kim, & S. E. Jung, Trans). Seoul: Hyunmoonsa. (Original work published 1985)
  6. Han, S. I. (2016, June 09). 단오날 '한복 입고 폴짝', 10대 新놀이문화 '한놀족' [On DanO 'Jumping in Hanbok', 10's New play culture 'HanNolJok']. Chicnews, Retrieved November 30, 2016, from http://chicnews.mk.co.kr
  7. Hanbok Advancement Center. (n.d.). 신한복 개발 프로젝트 [New Hanbok developing project]. Retrieved November 25, 2016, from www.hanbokcenter.kr/user/nd88962.do
  8. Hong, J. H. (2009). A study on the development of daily Hanbok design and jacquard textile design using Hansan ramie spun-yarn. Unpublished doctoral dissertation. Wonkwang University, Jeollabuk-do, Korea.
  9. Hwang, K. S. (2015). A study on the interaction related to reusability of internet news. Unpublished master's thesis, Kookmin University, Seoul, Korea.
  10. Hwang, B. H. (2015). An Effect on a consumption behaviors according to a value recognition toward traditional culture: Focused on Hanbok, Hanok, and Korean Food, Unpublished doctoral dissertation, Chungnam national university, Daejeon, Korea.
  11. Kang, S., & Kim, H. L. (2016, June 02). 한복 열풍, 고궁 안에만 불더군요 [Hanbok trend, it's just in old palace: Play with Hanbok, light and darkness]. Seoul news, Retrieved December 03, 2016, from http://www.seoul.co.kr/news/newsView.php?id=20160602018001
  12. Kim, J. H. (2012). A study of traditional hanbok exploration of the consumer information and purchase consciousness through internet community. Unpublished master's thesis, Sungshin Women's University, Seoul, Korea.
  13. Kim, M. H. (2016, March 08). 신세대 한복나들이 유행, 한복대여점 '봄바람'.. 맞춤시장은 여전히 '찬바람' [Hanbok Fashion of new generation, Hanbok rental shop, spring wind.. tailoring shop, cold wind]. Financial news, Retrived December 12, 2016, from http://www.fnnews.com/news/201603081552589362
  14. Kim, S. H. (2005). A study on Korean style high school uniform. Unpublished master thesis, Ewha Womans University, Seoul, Korea.
  15. Kim, S. J. (2017). A study on design development according to consumer preference research of women's lifestyle Hanbok. Unpublished master's thesis, Hanyang University, Seoul, Kora.
  16. Kim, S.-K., Cho, H.-S., & Chung, I.-H. (1999). A study on consumption experience and the consciousness for Saenghwal Hanbok(I): On focus of purchasing, wearing, and unsatisfaction-perceiving. Journal of Korean Traditional Costume, 2(1), 121-134.
  17. Kim, Y.-K. (2010). A study on formative characteristics and aesthetic values of Hanbok shown in print media since 2000. Unpublished doctoral dissertation, Ewah Womans University, Seoul, Korea.
  18. Kim, Y. M. (2016). A study on Hanbok rental shop: Focused on 'Golden Needle', the first Hanbok rental shop. Unpublished master's thesis, Konkuk University, Seoul, Korea.
  19. Korea Communications Agency. (2014). 인터넷 뉴스 이용자 조사 [Research of internet news users]. Retrieved from Korea Communications Agency website: http://www.kca.kr/open_content/bbs.do?act=file&bcd=research&msg_no=171&file_no=1
  20. Korea Press Foundation. (2013). (2013)언론수용자 의식조사 [2013 Research of the media audience's opinion]. Seoul: Korea Press Foundation.
  21. Korea Rental Association. (n.d.). President Message. Retrieved November 29, 2016, from http://www.korent.or.kr/ company1.php
  22. Lee, N.-Y. (2009). A study on the development of daily Hanbok design for the old man. Unpublished master thesis, Chonnam National University, Gwangju, Korea.
  23. Lim, K.-H., & Kang, S.-C. (2001). The study of the present circumstance and the prospect of the renting Korean traditional clothing: The Han-Bok. Journal of Korean Traditional Costume, 4(3), 81-88.
  24. Merriam, S. B., & Tisdell, E. J. (2015). Qualitative research: A guide to design and implementation (4th ed). San Francisco: John Wiley & Sons.
  25. Park, H.-S. (2004). The life style and purchase behavior of consumers of prestige hanbok. Unpublished master's thesis, Konkuk University, Seoul, Korea.
  26. Park, M. Y. (2005). A study on the franchise of Hanbok rental shop. Unpubished master's thesis, Kyunghee University, Seoul, Korea.
  27. Shim, J.-Y. (2007). A semiotic analysis on the clothing consumption through rental. Unpublished doctoral dissertation, Chonbuk National University, Jeollabuk-do, Korea.
  28. Son, H. N. (2006). The hand of spring/fall fabrics for 'Saenghwal Hanbok'. Unpublished master thesis, Seoul National University, Seoul, Korea.
  29. Yoon, M.-H. (2009). A study on preschool students' uniform design applied with the korean costume for children. Unpublished master thesis, Korea National Open University, Seoul, Korea.
  30. Yoon, Y.-N. (2012). A study on the communication of the next generation with Korean traditional costume, Hanbok. Journal of Korean Traditional Costume, 15(1), 85-95.

Cited by

  1. 남녀대학생의 한복대여행태 및 한복대여의도 영향요인 vol.23, pp.1, 2017, https://doi.org/10.12940/jfb.2019.23.1.74
  2. Development and Application of the Curriculum for Nurturing the Talented Workforce for Hanbok-Business vol.70, pp.2, 2017, https://doi.org/10.7233/jksc.2020.70.2.154