Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on New-Hanbok Styling of Online Shopping Mall

온라인쇼핑몰 신한복 스타일링에 관한 연구

  • Yim, Lynn (Dept. of Liberal Art & Pre-Service Teacher Education, Kwangju Women's University)
  • 임린 (광주여자대학교 교양교직과정부)
  • Received : 2019.07.30
  • Accepted : 2019.09.17
  • Published : 2019.09.30
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Abstract

The purpose of this study is to analyze the characteristics of the New-Hanbok styling of online shopping mall, and to also suggest a solution to the problems of the New-Hanbok styling and develop a progressive plan. The research method was to search six keywords related to 'Hanbok' in the search portal 'Naver' and select 14 Hanbok brand companies. A total of 412 pictures of products for the model used on main screen were analyzed among 14 companies. The results of analyzing the New-Hanbok styling are as follows. First, the New-Hanbok styling showed the unstructured characteristics like unconventional arrangement after getting out of the fixed form of traditional Hanbok styling elements. Secondly, diverse images were represented as the hairstyle and makeup were highlighted as the elements of New-Hanbok styling. Thirdly, the new, fresh, trendy, and fashionable New-Hanbok styling was shown through the mix-and-match of traditional Korean-style accessories and fashion jewelries. However, regarding the New-Hanbok styling shown in online shopping mall, the overlapped items were especially found while the difference in material, pattern, and color required to overcome this problem was insufficient. It was lacking in the styling consistency for the establishment brand image while the awareness of the importance of accessory styling was insufficient. The brand competitiveness of the New-Hanbok could be secured by raising awareness on differentiation, consistency, and importance through the styling elements such as item composition, material, pattern, color, hairstyle, makeup, and accessory of brand.

Keywords

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