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우리나라 남성복 광고의 변화와 남성복 정장 자켓의 디자인 요소 변화에 관한 연구
권혜욱(Hae Wook Kwon),변유선(Yoo Sun Byun) 한국복식학회 1997 服飾 Vol.32 No.-
The purpose of this study were to identify the design elements and the changing flow of advertisement from 1970`s to 1990`s by using content analysis of men`s magazines. Finding were as followed : First, through the analysis of men`s wear advertisement in magazine, it was found that the closer to 1990`s the more various men`s wear styles and backgrounds were advertized. These were more image oriented than product oriented. Since 1980, the advertisement about the licenced and the imported brands have been increased and the serial advertisement has shown more frequently than the 1-page advertisement since 1990`s ; Second, two piece suit was dominated in men`s wear during 1970`s and 1980`s. From 1990`s this style was decresed, in stead combi suit was increased. In 1970`s, the X silhouette was in fashion, and the Y and the X silhouette were increased during 1980`s. The H silhouette was dominated in 1990`s. The brighter and the more various colors appeared in 1990`s than in 1970`s. The solid pattern was the main flow in men`s wear, however, the stripes and the the check patterns were added in 1990`s : Third, single breasted jacket style with two buttons and tailored collar was in fashion during 1970`s. The length of the v-zone was shorter than half at this time, however, it was lengthened in 1980`s. Also the the length of the jacket was lengthened. In 1990`s the double breasted jacket style and two buttons were increased. The length of the v-zone and jacket were also lengthened.
과시소비성향, 판매촉진과 제조국 이미지가 중국여성소비자의 패션 명품 구매태도에 미치는 영향
윤서(Yin Shu),황선진(Sun Jin Hwang),변유선(Yoo Sun Byun) 한국복식학회 2012 服飾 Vol.62 No.1
The purposes of this study were study intended to investigate effects of conspicuous consumption, sales promotions and images of the country of manufacture on Chinese consumers` purchasing attitudes to fashion luxury brands. The study was conducted by experimental conspicuous consumption(2)X[types of sales promotions(2) X images of the country of manufacture(2)] design by combining the 3 variables mentioned above. 312 women living in Chengdu were collected for this study. For data analysis, factor analysis, T-test, frequency analysis and ANOVA were used. The results were as follows: First, Chinese consumers` favor to fashion luxury brands: 2-way interactions, in sales promotions and images of the country of manufacture, was found for favor to fashion luxury brands. Second, Chinese consumers` purchase intent to fashion luxury brands: only the main-effects of conspicuous consumption and images of the country of manufacture was meaningfully positive. It demonstrates that only conspicuous consumption and images of the country of manufacture effected Chinese consumers` purchase intent to fashion luxury brands.