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글로벌 패션산업에 나타난 패션 민주화의 특성과 패션 민주주의
석효정 ( Hyojung Suk ) 복식문화학회 2021 服飾文化硏究 Vol.29 No.4
This article examined the historical evolution of changes in the democratization of fashion, identified its characteristics, and defined ‘fashionocracy - fashion democracy’- by analyzing various phenomena in the global fashion industry. This research will expand the field of fashion research and spark academic debates about fashion democracy. The democratization of fashion can be summarized in five periods; birth, introduction, early growth, growth, and maturity. The characteristics of the democratization of fashion include individual autonomy, accessibility that many people can access and enjoy, and diversity. According to the principles of democracy- “of the people, for the people, by the people” - which are based on freedom and equality, we have achieved fashion of the people and for the people so far. Furthermore, social media has shifted the balance of power to influencers and bloggers; as such, the masses who have consumed and enjoyed fashion democratization are becoming producers and promoters by actively participating in the process of making fashion, creating a new era of fashion democracy (fashionocracy): - by the people. Ultimately, fashionocracy consists of the ‘6P’s’ ; people (active and productive consumers), planet (society and environmental sustainability), products (genderless, ageless, inclusive), price (reasonable), place (multi-channel distribution, virtual spaces), and promotion (horizontal).
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패션기업의 지속가능성에 대한 소비자 인식이 신뢰, 선호도 및 구매의도에 미치는 영향
석효정 ( Hyojung Suk ) 한국의류학회 2015 한국의류학회지 Vol.39 No.5
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.
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SNS 이용자의 개인주의-집단주의 성향과 사회적 자본, 참여활동이 패션브랜드 관계지향성에 미치는 영향
이은진 ( Eun-jin Lee ),석효정 ( Hyojung Suk ) 한국의류산업학회 2017 한국의류산업학회지 Vol.19 No.2
This study analyzed the effect of individualism-collectivism propensity and social capital on participation activity as well as the effect of participation activity on fashion brands relationship orientation of social network service users. Also, this study investigated the difference in participation activity and fashion brands relationship orientation by participation level of social network service. A survey was conducted from October 1 to November 31, 2015, and 476 responses were used in the analysis. As results, the individualism-collectivism propensity was composed of verticalhor- izontal individualism and vertical-horizontal collectivism. The social capital was composed of trust, norm, and network. Also, the participation activity was composed of personal interaction, consumer rights, information pursuit, interest pur-suit, and economic pursuit. Vertical individualism positively affected information pursuit and economic pursuit, and hor-izontal individualism positively affected personal interaction, consumer rights, and information pursuit; in addition, vertical collectivism positively affected personal interaction, consumer rights, and interest pursuit. Horizontal collectivism pos-itively affected information pursuit, but it negatively affected consumer rights. Consumer rights, information pursuit, interest pursuit, and economic pursuit of participation activity positively affected fashion brands relationship orientation. Also, there were significant differences in the participation activity and fashion brands relationship orientation by par-ticipation level. The study results provide useful information to the marketing strategies using social network service of fashion brands.
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