2010/11년 F/W 겨울 서울시와 다롄시의 스트리트 패션에 나타난 여성 의복색 비교 분석

Abstract

The purpose of this study is to provide basic information to improve competitiveness of Korean fashion brands in the Chinese fashion market by taking photos of street styles in Seoul that is the hub of Korean fashion and in Dalian, the northeastern district where Korean fashion brands are launched as a test market China to compare and analyze the clothing colors preferred mostly by young women in their twenties and thirties who have the highest purchasing power. The study methods used literature review and empirical study simultaneously. Dalian and Seoul are two fashion cities in northeast of China and Korea where street fashion was photographed. Clothing colors that were mainly worn by young women in their twenties and thirties were qualitatively analyzed using the photos taken. Color analysis was based on the Munsell Color Order System to grasp general preferences of colors on the basis of previous researches, and color tones were based on the ISCC-NBS System. In order to grasp the basic materials on Seoul, the Korean fashion city and Dalian, the northeastern fashion city in China, street fashion styles of 2010/11 F/W season were compared and analyzed. As a result, black and deep tone PB color appeared most frequently. The vivid and strong tone of R, YR, Y color showed high frequency of clothing colors. For the top wear, women in both areas preferred similar tones in the YR color category and Dalian women preferred vivider and brighter S tones in the R color category. For the bottom wear, women in both areas highly preferred achromatic colors and colors in the PB color category. For bags, women in both areas preferred black and colors in the YR color category. Finally, for the shoes, while women in both areas preferred black in the achromatic color category, they showed different color preferences in the chromatic color category. R color categories were preferred by the women in Seoul and the YR color categories were preferred by the women in Dalian. Conclusively, women in both cities highly preferred achromatic colors especially black for the top and bottom wear, bags, and shoes. It may reflect their desire to look refined and slender through colors. Moreover, continuous and steady research on fashion trends in Seoul and Dalian may have positive effects on Korean fashion businesses that plan to be launched in China, the area of competition for global brands.