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On the Value Propositioning of Royal Costume Design Management: A Case Study of the Korean Film Sanguiwon (The Royal Tailor)

The aim of this study was to identify the core facets underlying the construction of a conceptual platform in value propositioning through exploration of the design culture in the fictional story of the film Sanguiwon (The Royal Tailor 尙衣院). The scope and area of focus of the literature were on Hanbok (韓服) via media representation as well as design issues through a case study in the film. The analysis employed a semiotic approach that was based on the key elements of the organization represented in the story. The focus of the analysis included design culture and the creation of meaning within the context of identifying areas of design management. Key findings included the following: the main ideas underlying the organizational structure based on the roles of the national costume operation; the attributes of producing royal attire as an official authority for costume production; and the contribution of sustaining heritage to defining visions and facilitating the noble fashion asset.