Abstract
This study investigates and compares the changes in ethnic fashion presented over a 30-year period to understand the diversity of ethnic trends according to historical trends. Data were collected from 59 volumes of Vogue magazine for January and July in each year from 1980 to 2009. The data used for content analysis consists of 407 words and these were condensed into three periods according to the decade (1980-1989, 1990-1999, and 2000-2009). The selected words were classified into five sub-themes according to previous research definitions such as Asian look, European look, American look, African look, and Oceanic look. The results are as follows. First, ethnic fashion was highly presented in the 1990s and 1980s, and decreased in the 2000s; of note is that the Asian look appeared more in the 1990s. Second, ethnic fashion showed a higher frequency of F/W seasons in the 1980s and S/S seasons in the 2000s, while both seasons had a higher frequency in the 1990s. The sub-themes of coexistence were presented 26seasons out of 59 seasons. The coexistence of the Asian-European look was evident in the 1980s and 2000s, while the sub-themes coexistence was more diverse in the 1990s. Third, the words selected from sub-themes of ethnic fashion demonstrated the differences by decade. In particular, various fabrics and patterns appeared in the 1990s.
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