한국 중년 남성의 자기이미지와 패션스타일 유형에 따른 취향 분석

Abstract

The purpose of this study is to define the tastes of middle-aged Korean men by analyzing their characteristics, such as self-image, and fashion style. This study was carried out by using the Q methodology for survey research. The results of this study are as follows; First, the self-images of middle-aged men were classified into ‘comfortable, calm, neat, and gen-tle,’ ‘realistic, active, sociable, and familiar,’ ‘sensible, emotional, romantic, and rational,’ ‘refined, emotional, luxurious, and sophisticated,’ and ‘aggressive, sensible, realistic, and rational.’ Second, by analyzing the congruity of clothing form, fashion accessory, and fashion color types, this study was classified into the following 10 fashion styles: ‘modern classic,’ ‘sophisticated,’ ‘town casual,’ ‘traditional casual,’ ‘comfortable,’ ‘chic casual,’ ‘contemporary,’ ‘gentle classic,’ ‘classic sporty,’ and ‘soft classic.’ Third, this study analyzed the self-images and fashion styles of the men, and pro-duced the following personal tastes of middle-aged men: ‘success-oriented,’ ‘ability possession,’ ‘internal stability-oriented,’ ‘freedom-oriented,’ ‘self-satisfaction,’ ‘individuality compromise,’ ‘emotional release,’ ‘stability-oriented,’ ‘practicability-oriented,’ and ‘youth effort’ types. By combin-ing those types with social dimensions, this study produced the following tastes of middle-aged men: ‘stabilized traditions,’ ‘achievements with high sociality,’ ‘youthful individuality,’ ‘active self-re-alization,’ and ‘realistic, logical pursuit.’ The results of this study can be used as a meaningful da-ta for developing the marketing strategy, which reflects the middle-aged men's changed tastes.Key words: fashion accessory(), fashion color( ), fashion style( ), middle-aged men(), self-image(), taste()