Batik Hanbok. Promoting a Hybrid Fashion Phenomenon on Instagram

Thèse de Bachelor , 2022 , 45 Pages , Note: 1,0

Etudes sur l'Asie du Sud, Etudes sur l'Asie du Sud-Est

This work analyzes the popularity of the hybrid fashion phenomenon batik hanbok that combines Korean traditional hanbok with Indonesian batik art. The thesis focuses on marketing strategies used by batik hanbok designers on Instagram and includes interviews with batik hanbok designers and customers. The goal of this work is to show how small batik hanbok businesses place their products on the market, how the customers react to the hybrid phenomenon and how Instagram can help to raise interest in batik hanbok.

Inhalt

1 Introduction
1.1 Background: Batik Hanbok
1.2 Research questions
1.3 Organization of thesis
1.4 Research method
1.4.1 Instagram
1.4.2 Interviews

2. Definition of Batik Hanbok
2.1 Importance of Batik and Hanbok
2.2 Batik Hanbok as a phenomenon
2.3 Hybrid design as a fashion element

3. Promoting Batik Hanbok
3.1 Instagram: marketing and promotion tool
3.2 Marketing strategies used by Batik Hanbok designers

4. Interviews
4.1 Designers about Batik Hanbok
4.1.1 Maplestyleofficial
4.1.2 Djadibatik
4.2 Batik Hanbok purchasers
4.2.1 servus.panda
4.2.2 pramestinrw04
4.2.3 ochie_ipputa

5. Discussions

6. Conclusion

APPENDIX A: Djadibatik scraping data

APPENDIX B: Maplestyleofficial scraping data

APPENDIX C: Maplestyleofficial sales promotion

APPENDIX D: Batik hanbok designers

APPENDIX E: Batik hanbok customers

7. Bibliography

• Université: University of Frankfurt (Main) (Sprach-und Kulturwissenschaften)
• Note: 1,0
• Auteur: Tamara Wiedersum (Auteur)
• Année de publication: 2022
• Pages: 45
• N° de catalogue: V1245690
• ISBN (PDF): 9783346683496
• ISBN (Livre): 9783346683502
• Langue: anglais
• mots-clé: Korea, Asien, Südostasien, Batik, Hanbok, Kultur, Bachelorarbeit, Englisch, Batikhanbok, Asia, Southeastasia, Indonesia, Art, Fashion, Hybrid