• International Journal of Costume and Fashion
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• v.8 no.1
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• pp.75-84
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• 2008

This paper starts with the assumption that in order for hanbok to be made known to the world as a cultural code representing Korean beauty, it must first be made familiar among Koreans with opportunities for widespread use of hanbok in a way which forms an understanding with the fashion sense of young generations, and that wearing hanbok must be promoted. We observe the contents and problems of past hanbok festivals and provide methods to promote the wearing of hanbok among the population, creating an occasion for mingling with various cultures in hanbok events which may be experienced by the general population, and developing hanbok as a tourist item and promoting the hanbok industry through standardized hanbok festivals. Globalization of hanbok most occur through a combination of related academic fields, division of roles in fields of expertise, and a scientific understanding of hanbok. The re-creating of traditional hanbok will allow for affirmation of Korean image, a rediscovery of the value of Korean culture, and the establishment of cultural identity. The development of such global designs will form a foundation for hallyu wave culture within popular culture.

• The Research Journal of the Costume Culture
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• v.25 no.3
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• pp.405-418
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• 2017

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.

• International Journal of Costume and Fashion
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• v.11 no.2
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• pp.13-24
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• 2011

This study explores the opportunities for new market of traditional Korean costumes, Hanbok, following not only the consumer's needs and wants, but marketing trends of fashion industry. This paper is the exploratory consumer research of fusion Hanbok, it aims at examining how consumers wear fusion Hanbok. Study participants were limited to mothers who wore Korean-fusion Hanbok to their baby's first birthday party once or more. A total of 221 respondents completed online questionnaires. The results of this study are as follows. First, regarding the reasons of wearing fusion Hanbok is a beautiful and traditional dress although traditional Hanbok is uncomfortable and inconvenient. Second, the most satisfactory aspect of fusion Hanbok was found to be its design. Satisfaction with the color, size and length was also high. Third, most female consumers in their 20s and 30s have stronger preferences for and intentions of purchasing fusion Hanbok. Some people criticize that as fusion Hanbok is westernized in its designs and materials, it has lost the classical beauty and impression of traditional Hanbok. However, if no one routinely wears Hanbok, Hanbok will never be popularized or globalized. This study suggest that traditional Hanbok should be improved by developing effective merchandising strategies based on consumer needs for traditional Hanbok such as various product assortment and promotion strategies using traditional Korean beauty. So, traditional Hanbok could be retained and succeeded in the future by improving consumers' dissatisfactions of traditional Hanbok and creating the new market of traditional Hanbok in which fusion Hanbok are produced focused on consumers' needs and market environments.

• Journal of Korean Home Economics Education Association
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• v.33 no.2
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• pp.81-93
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• 2021

The purpose of this study was to analyze the image, perception, and preference type of high school students of Hanbok and examine the differences according to gender and participation in Hanbok classes. For this purpose, a survey was conducted with 438 high school students in Busan. Frequency analysis, chi-square test, t-test, and F-test were performed using the SPSS and the results were as follows. Firstly, for most high school students, Hanbok has an elegant image, but it was also confirmed that they perceive Hanbok to have a splendid image due to its exposure in mass media and SNS. The image of Hanbok differed by gender and participation in Hanbok classes. A higher percentage of male students than female students perceived Hanbok to have rustic image. Secondly, the type of hanbok that high school students prefer was traditional Hanbok, followed by fusion Hanbok, casual Hanbok, and fashion Hanbok. Hanbok preference type differed by gender and participation in classes. Group participating in hanbok classes showed a higher preference for fashion Hanbok than those who did not. Thirdly, high school students' perception of traditional Hanbok was above average. By subcomponents, it was shown in the order of 'esthetics', 'sustainability', and 'practicality'. It was found that there were statistically significant differences in traditional Hanbok perception according to gender and participation in Hanbok classes. Female students evaluated more positively for traditional Hanbok than male students and students who participate in Hanbok classes evaluated traditional Hanbok more positively than non-participating students.

• International Journal of Costume and Fashion
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• v.4
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• pp.113-130
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• 2004

Korea may have the social environment that has a high interest and demand for the fashion industry, but the relative importance that the Hanbok industry occupies in the fashion industry is very low. It can be found that this is attributed to the difficulty in identifying the trends of Hanbok due to the smallness of Hanbok material producers and Hanbok producers, a change in consumers' consciousness of Hanbok, the difficulty of ties and integration between Hanbok-related organizations, the lack of support from government and the like. Given the recent trend that the principal factor that enables the Korean fashion industry to be competitive in the world fashion business community is based on the beauty of Hanbok, this indifference to the Korean Hanbok industry would be the roadblock to internationalizing the Korean fashion industry. Accordingly, this study attempted to identify the problem of Hanbok-rela1ed department as the basic work for the development of the Hanbok industry and present the plan to activate it, thereby providing basic materials for exploiting the new arena of the Hanbok cultural industry the domestic and foreign fashion market in the 21st century.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.4
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• pp.687-703
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• 2022

This study aims to derive suggestions to help develop Hanbok education in the future by examining its current status in domestic educational institutions in light of rising social demand for Hanbok in the era of fashion Hanbok. We assessed the Hanbok curriculum in educational institutions nationwide, including universities and specialized institutes, and conducted in-depth interviews to understand the operational status of Hanbok-specialized education. We found that the demand for education on production functions is decreasing, while the demand for in-depth education on the history of Korean costume and education integrating Hanbok with design and marketing is increasing. We also found that, in the case of universities, which play an important role in Hanbok research and education, professional research and training are shrinking in graduate schools, whereas Hanbok subjects are being maintained and new subjects are being taught in undergraduate courses. In the fashion Hanbok era, it has been suggested that Hanbok education needs to converge with design and marketing education, beyond teaching only Hanbok. In addition, the necessity of expanding liberal arts education within universities to meet social demand was proposed, and online education was expected to help spread knowledge.

• Journal of the Korean Society of Costume
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• v.52 no.4
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• pp.25-38
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• 2002

The purpose of this study was to investigate the relationship between lifestyle and the evaluative criteria of the Korean traditional costume, Hanbok and saenghwal hanbok. The questionnaires were administered to 291(men:.102,Women:189) university students in Seoul. Data were analysed by factor analysis, correlation coefficient, t-test. The results were as follows : 1) Factor analysis was used to determine the dimensions of the evaluative criteria of Hanbok, Saenghwal Hanbok and life style characteristics. The evaluative criteria dimensions were found to be different according to Hanbok. Saenghwal Hanbok. 2) In Hanbok, evaluative criteria were classified into comfort & easy care, prestige, design, fashion, suitability to yourself. 3) In Saenghwal Hanbok. evaluative criteria were classified into prestige, ease of care, design., appropriateness, brand. 4) The life style characteristics were classified into independence, activism. conservatism, and materialism. 5) There were the significant relationships between life style factor and clothing evaluative criteria. Especially for design in Hanbok and Saenghwal Hanbok was negative relationship with conservatism and positive relationship with activism. materialism. and Independence.

• Journal of the Korean Society of Costume
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• v.51 no.2
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• pp.27-42
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• 2001

The objectives of this study are to give a definition and to find out the background and the pursuits of Saenghwal Hanbok. Conclusions are described as follows : 1. Saenghwal Hanbok and Gaeryang Hanbok are used together at the same tome, but they are different the background and the pursuits. Gaeryang Hanbok was pursued practical aspects - activities, simplification, sanitation, courtesy, economy, and diversity. And then Saenghwal Hanbok was added the pursuits of Minjung's image, traditional image, modern esthetic. 2. The background of Saenghwal Hanbok is divided into two group. One is the Minjung Hanbok in University, and the other is the recreated Hanbok in mass fashion. The former was effected to youth culture, political quarrel of culture movement, anti-government group. The Latter was a tendency toward reviving the tradition. 3. The characters of Saenghwal Hanbok were a national tradition, a resistance. the image of poor Minjung, a revival of the tradition, and a diversity and negotiation of post-modernism.

• Journal of the Korea Fashion and Costume Design Association
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• v.11 no.3
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• pp.143-151
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• 2009

This paper starts with the assumption that in order for the popularization of hanbok leading to greater interest among the public for Hanbok and its uses in everyday life, the period for Hanbok events each year must be solidified, making it a standardized provide opportunities for participation regardless of demographic. Globalization of Hanbok most occur through a combination of related academic fields, division of roles in fields of expertise, and a scientific understanding of Hanbok. Thus various Hanbok-related programs such as contests, fashion shows, experience centers and exhibitions should be provided in one unified setting. Government sponsored Hanbok cultural events have generally been aimed at foreigners or foreign human residency, while events in Korea hae generally been carried out by a more diverse rage of groups, making it difficult for the general population to obtain information or participate actively. In order for hanbok to maintain its tradition as the national costume of Korea, Long-term develop plans must be set. Along with popularization in order to bring hanbok into everyday life, methods for the globalization of hanbok must be explored, providing opportunities to spotlight the diversity and characteristics of Korean costumes, in various events which promote participation, festival-forming and globalization of hanbok culture considering elements such as time (yearly, monthly etc.) and audience (age group, social level etc.).

• Journal of the Korean Society of Costume
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• v.37
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• pp.33-46
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• 1998

The purposes of present study were (1) to examine the actual condition of wearing and purchasing Hanbok, (2) to investigate the effect of demographic variables on the wearing and purchasing Hanbok and (3) to identify the dissatisfaction with Hanbok. Data were collected from 702 females, age 20 or older, residing in Seoul, Taejon, Pusan and were analysed. Results of this study were as follows : (1) Korean urban women possess from one to three Traditional Dress and wear Hanbok in one to three during one year for special days. (2) The demographic variables that affect on wearing and purchasing Traditional Hanbok were age, income, family make-up and growing region. (3) One among the four Korean urban women possesses a Deformed Hanbok. And Korean women wears Deformed Hanbok for both daily life and special days. (4) The store that most women purchase Hanbok was order-made store near the house. The income affected on the store that purchaser selects significantly. (5) Three factors consisting of dissatis-faction with Hanbok were dissatisfaction with 'wearing', 'purchasing' and 'diversity of Hanbok design'. (6)Significant levels of correlations existed between the degrees of wearing Hanbok and the dissatisfaction.