Visual Evaluation of Retro-Romantic Fashion

Abstract

The purpose of this study is to categorize the dimensions of the visual evaluation of the costume details of the retro romantic fashion and to research on the costume details and the visual evaluation by evaluators' gender, age, and major, and on their preferences. Quantitative research were conducted for this study. Based on the pictures, 10 costume details were selected for the survey questions and data were collected. All 446 subjects who participated in this research were college students(males and females) residing in or near Seoul. Data were collected in September, 2008. The collected data were statistically analyzed using SPSS which included: factor analysis, Cronbach's reliability analysis, three-way ANOVA, two-way ANOVA, one-way ANOVA, Duncan's multiple range tests, and the t-test. The results of visual evaluation of retro romantic fashion are as follows: First, as a result of the factor analysis of the costume detail evaluation, five factors including attractiveness, decorativeness, cuteness, retro, and femininity surfaced. Second, the gender difference in the results of the research revealed that women rated decorative, cute, retro, and feminine characteristics higher than men did. Third, there were significant interactive effects in attractiveness and femininity depending on costume details and evaluators' gender. Fourth, subjects majoring in fashion valued attractiveness and femininity of the stimulus over non-fashion majoring subjects. Fifth, there were significant differences in the preferences of costume details depending on gender.