Journal of Fashion Business Vol.22, No.3 Study on the Recent Status of — ISSN 1229-3350(Print) Rental Hanbok Jeogori for Women ISSN 2288-1867(Online) — J. fash. bus. Vol. 22, † No. 3:109-121, July. 2018 Sanghee Park https://doi.org/ 10.12940/jfb.2018.22.3.109 Dept. of Fashion Industry, Baewha Women's University, Korea Corresponding author — Sanghee Park Tel : +82-2-399-0759 Fax : +82-2-737-6722 E-mail:
[email protected] Keywords Abstract rental jeogori, design, size, Recently, it is one of the popular fashion and cultural events that people of pattern the younger generation put on a hanbok and take a picture together with communicating by SNS. For this reason, the rent-hanbok market takes a big part of the Korean traditional costume market. Therefor, the recognition of hanbok is changed from the style of uncomfortable and ceremonial clothes, to becoming popular as everyday dress in the younger generation. The various designs of the rental hanbok show two different opinions. One is the increasing popular and general public interest and demand for wearing and showing off traditional hanbok fashions in a positive outlook. Another is the case of the wrong stereotype and knowledge for traditional costume which results in a negative outlook for this type of fashion statement. This study is to look into renting hanbok jeogori for women in Seoul and in Junju. There are 39 styles available in joegori. That being noted, the traditional jeogori has seop and git with dongjung. But it is seen that rental jeogoris do not have the seop, or have the dongjung position as similar to the Po as seen on the men’s coat.