About FAMA
The Fashion Marketing Laboratory at Seoul National University aims to foster professional marketers and conducts research to deepen understanding of the fashion product sales environment by analyzing consumer behavior.
Given that fashion products provide both social and psychological satisfaction, the lab focuses on the socio-psychological aspects of apparel and explores the characteristics of fashion consumer behavior. Through this, it cultivates the essential skills needed to plan, produce, and distribute fashion products that effectively meet consumer needs.
Established in:
Dept. of Fashion and Textiles
College of Human Ecology.
2010
CHOO/
HO JUNG
추호정 교수
Professor Choo Ho Jung holds advanced degrees in clothing and textiles and has extensive academic training in human environment design and management. She currently serves as a professor at Seoul National University, with prior experience in both teaching and administrative roles.
Her professional activities extend across various academic societies and public institutions, where she contributes as a committee member, editor, and advisor. Her research and leadership have been recognized through multiple academic honors and awards.
Research Interest
Consumer Behavior
Global Market
Store Environment
Visual Merchandising
Sustainability
Retail Channel
"
The Fashion Marketing Laboratory explores diverse research areas to address the evolving dynamics of the fashion industry. Key focuses include consumer behavior—examining purchasing motivations and decision-making; global market trends—analyzing cross-cultural insights and international strategies; and the store environment—studying how physical and sensory elements shape consumer experiences.
The lab also researches visual merchandising and its impact on brand perception, sustainability in fashion consumption and production, and retail channels across traditional and digital platforms to optimize multi-channel strategies for greater consumer engagement and satisfaction.
Major Objectives
1. To explain the social phenomena that appear as trends by revealing various characteristics of fashion trends in society.
2. To offer information that are useful to fashion companies in terms of trademark strategy and market segmentation through investigating fashion product consumer behavior.
//