Fashion Lifestyle Research Articles

Eternal maidens: Kawaii aesthetics and otome sensibility in Lolita fashion

Abstract Originating in Japan, Lolita is a consumer lifestyle fashion unrelated to the Vladimir Nabokov novel. The concepts that inform Japanese words like kawaii (cuteness), shōjo (young girl) and otome (maidenhood) are complex and varied. These keywords are explored through interviews with Japanese women from their teens to mid-40s who wear or have worn Lolita fashion. Participants in this study were asked to define and discuss these concepts and their responses provide an example of how women outside the age range of young girlhood build an identity and a space removed from social and familial obligations through a fashion movement that cultivates a specific vision of cuteness. By surrounding and adorning themselves with the things they adore, Lolitas assert their individuality and personality through a kawaii revolution. Otome and shōjo are the backbone concepts that drive this personal sense of kawaii, while its incarnation as Lolita provides a site for a lived practice and performance in which happiness is built through feelings, affects and states of becoming.

Effects of Fashion Lifestyle Factors among Men in Their 30s and 40s on Their Appearance Management Behavior

Effects of Fashion Lifestyle Factors among Men in Their 30s and 40s on Their Appearance Management Behavior

The hard work of leisure: healthy life, activewear and Lorna Jane

Since the 2000s activewear has grown as a fashion category, and the tropes of gym wear – leggings, leotards and block colours – have become fashionable attire for both men and women outside the gym. This article examines the rise of activewear in the context of an on-going dialogue between fashion and sport since the beginning of the twentieth century. Through an analysis of the Australian activewear label, Lorna Jane, we consider the fashionable female body as both the object and subject of a consumer culture that increasingly overlays leisure with fashion. Activewear can be seen as the embodiment of an active and fashionable lifestyle that is achieved through a regime of self-discipline, and that symbolizes the pleasure in attaining and displaying the healthy and fit body.

공간을 매개로 한 브랜드 확장에 관한 연구 - 패션 라이프스타일 브랜드 공간 아이덴티티 중심으로 -

본 연구에서는 지금까지의 공간 마케팅, 공간 아이덴티티에 관한 연구를 패션산업의 공간을 매개로한 브랜드 확장에 접목시키고 그 역할을 구체화하고자 하였다. 패션 브랜드 확장에서 공간 아이덴티티는 확장의 효과적인 매개역할을 수행하고 있음을 고찰하고 확장 평가에 긍정적 영향을 준다는 것을 검증하는데 그 목적을 두고 있다. 본 연구의 결과 첫째, 모 브랜드의 아이덴티티를 상징화한 공간 아이덴티티는 소비자에게 모 브랜드 이미지 연상과 컨셉트 유사성에 대한 지각 효과가 있다는 것이 검증되었다. 둘째, 확장공간을 통한 이미지 연상과 컨셉트 유사성은 차별화를 만든다는 가설은 동종 산업 군에서의 차별화를 의미하며 조사결과 유의미한 영향을 미치는 것으로 나타났다. 셋째, 이미지 연상과 컨셉트 유사성은 브랜드 확장평가에 영향을 준다는 가설은 컨셉트 유사성이 이미지연상 보다 브랜드확장 평가에 더 큰 영향을 치미는 것으로 분석되었으며 두 요소다 확장평가에 긍정적인 영향을 준다는 가설이 검증 되었다. 넷째, 이미지 연상과 컨셉트 유사성은 확장 후 브랜드 이미지에 긍정적 영향을 미친다는 가설은 브랜드 컨셉트 유사성이 이미지 연상보다 브랜드 이미지에 더 큰 영향을 미치는 것으로 분석되었으며 이미지 제고에 유의미한 영향이 검증되었다. 연구를 통해 공간을 매개로한 브랜드 확장에서 공간 아이덴티티는 모 브랜드의 이미지 연상과 컨셉트 유사성을 지각하게 하고 이는 차별화와 브랜드 확장평가에 긍정적 역할을 하며 이후 브랜드 이미지 제고에도 긍정적 역할을 담당하는 요소임을 검증하였다. 또한 공간이 브랜드 아이덴티티를 소비자에게 효과적으로 보여줄 수 있는 마케팅 요소임을 검증 시켜주었며 그 동안 경험적 또는 관행적으로 수행해온 공간 디자인 과정에 마케팅적 역할의 의미를 부여 할 수 있다는데 의의를 둔다.

야외활동 TV 프로그램 시청에 따른 아웃도어 웨어 구매 및 착용

c2015 The Korean Fiber Society Abstract: The purpose of this study was to determine the relationship between attitude about outdoor activities, outdoor TV program preference, and outdoor fashion preference. This study analyzed the effects of watching TV programs on outdoor activities on the purchase of outdoor wear products and its daily wear. For research and data analysis, 201 male and female consumers aged 20to 50-years-old, completed survey questionnaires. Factor analysis, correlation coefficients, and t-tests were assessed using SPSS 20.0. According to the results of the factor analysis, fashion lifestyle is classified into five groups: pursuit of fashion interest, pursuit of fashion show-off, pursuit of brand name, pursuit of functionality, and pursuit of price. Outdoor activity attitude is classified into three groups: outdoor interest, negative attitudes, and positive attitudes. Outdoor interest is related to all the factors in fashion lifestyle. The people who prefer TV programs concerning outdoor activities showed high scores in the pursuit of fashion interest and the pursuit of fashion show-off, and low scores in the pursuit of price and negative attitudes. As their preference for outdoor TV programs increases, their interest in outdoor wear and their purchases of outdoor wear increase, and they wear the outdoor wear as daily wear. In addition, they have positive images of outdoor activity and frequently participate in outdoor activities.

패션라이프스타일 유형에 따른 SPA 브랜드 인지, 태도 및 구매경험에 관한 연구

The purposes of this study were to classify respondents by their fashion lifestyle and to investigate the differences in cognition, attitude and purchasing experience of SPA brands among fashion lifestyle groups. The convenience sample was drawn from females between the ages of 20 and 39 who lived in Daegu and Gyeongbuk regions from November <TEX>$1^{st}$</TEX> and <TEX>$15^{th}$</TEX> 2012. Descriptive statistics, cluster analysis, ANOVA, Tukey test, and <TEX>${\chi}^2$</TEX> test were applied to analyze data from 255 respondents. Four clusters (fashion-oriented group, fashion indifferent group, conservative individuality-oriented group, conservative practicality-oriented group) were developed by 16 fashion lifestyle items. The attitude toward SPA brand was classified by six factors(fashionability/variety, good location, good quality, diverse promotions, low price, limited number of merchandise, sales person's information). There were significant differences in cognition, five attitude factors (fashionability/variety, good location, good quality, low price, limited number of merchandise) and purchasing experience of SPA brands among types of fashion lifestyle. While the fashion-oriented group had the highest scores of cognition, attitude and purchasing experience of SPA brands, the fashion indifferent group or the conservative practicality-oriented group had the lowest scores. There were significant differences in age and marital status among the four groups while there were no significant differences in marital status, family monthly income, and job.

Freedom Sway Space — Discussion on LOFT

LOFT is the use of old industrial warehouses and old factories open, spacious, full of personality to build, contagious new cultural and creative industries to gather. Art LOFT This perfect blend of modern and post-industrialization, and has evolved into a fashionable residential lifestyle, showing her unique charm, allows designers to develop freely in this space.

20-30대 남성의 그루밍 정도에 따른 외모관리행동, 의복선택행동, 의복선호도에 관한 연구

The purpose of this study was to describe 20's to 30's men's fashion lifestyle and develop clusters in grooming related variables. We also tried to interpret profile of clusters, and determine the difference between different level of grooming clusters in appearance care behaviors, and clothing behaviors such as clothing selection, preference of clothing image and design in men's wear. Data was obtained using the survey methods by convenience sampling. Frequency analysis, factor analysis, cluster analysis, chi-square test, and t-test were used for analysis using SPSS 18.0. The result of factor analysis of men's lifestyle show that 5 factors are extracted. Two different clusters were formed after the K-means cluster analysis. We realized that the level of grooming activity is significantly associated with the young men's major expenditure item, and beauty/care items, and the reason for exercise. The level of grooming was strongly associated with clothing selection behaviors. In addition, there is a significant difference in preferred image between two different grooming groups. In the feminine image, HG group favored more than LG group. The preferred design was associated with the degree of grooming as well. Unique and stylish top and bottom styles such as cargo, hiphop, and boots cut were favored more by HG group than LG group. We suggest that we can do market segmentation by the degree of the grooming activity, considering the current men's taste and trend to extend market share.

20대 중국 여성들의 패션 라이프스타일에 따른 의복 구매행동과 한류 및 한국 패션에 대한 태도

Abstract This study examined the fashion lifestyle of Chinese women in their 20s and analyzed the purchasingbehavior of clothing and attitudes toward the Korean image, Korean Wave, Korean fashion, and preferencefor Korean fashion brands according to a fashion lifestyle. The major results were as follows: 1) Fashionlifestyle was comprised of factors for the pursuit of personality, pursuit of aesthetic, pursuit of brand, andpursuit of economy. The cluster analysis classified them into groups of: Economy/Personality Oriented,Aesthetic/Brand Oriented, and Fashion-Indifferent. 2) Information source and store patronage were differ-ent among the three consumer groups. 3) Attitude toward the Korean image, Korean Wave, Korean fash-ion, and preference for Korean fashion brands were different among the three consumer groups. These re-sults can be used as the basic data or information for fashion companies that are developing marketingstrategies for Chinese women in their 20s.Key words: Fashion lifestyle, Clothing purchasing behavior, Attitude toward Korea, Korean wave,Korean fashion; 패션 라이프스타일, 의복 구매행동, 한국에 대한 태도, 한류, 한국 패션

글로벌 소비자의 패션 라이프스타일 변화에 대한 종적연구 - 미국, 중국, EU 소비자를 대상으로 -

The purpose of this study is to examine the fashion lifestyle variable of global consumers and to compare among US, Chinese and EU consumers. The data were collected in US(n=749), China(n=702) and EU(n=1083) from 2008 to 2010. For analysis, factor analysis, reliability analysis, K-means cluster analysis and chi-square analysis of SPSS 18.0 are used. The research results are as follow: First, it is shown that significant lifestyle factors of global fashion consumers are "adventure seeking", "fashion-oriented", "conspicuous consumption", "leadership", "brand-oriented", and "DIY". As a result of the cluster analysis of lifestyle types, four cross-national market segments are identified. These segments can be labeled as follows: "conservative fashion-oriented group", "passive consumer group", "neutral consumer group", "active fashion-oriented group". Second, findings also reveal that fashion lifestyle segments had meaningful differences between nationality and by year. Third, the US consumers tended to have conservative fashion-oriented lifestyle in 2008, however global consumers were changed to have active fashion lifestyle in 2010. This research will be useful to global brands in planning marketing strategies by offering specific information for global consumer fashion lifestyle.

Orgdot: A Fashion and Social Enterprise in South Korea

Abstract Orgdot is a South Korean social enterprise specializing in the fashion business. A limited liability company established in March 2009, it was certified as a Seoul-style social enterprise in October 2010. At the end of 2011, Orgdot had 18 employees working in its head office and at the Seoul-based factory. Orgdot’s primary business objective is to improve the environment and the level of labor contentment by promoting ethical fashion. In terms of labor, Orgdot enhances the job satisfaction of sewing industry laborers by providing sustainable, decent jobs for designers and production experts through the direct operation of its factory. By establishing a network between emerging designers and sewing factories, Orgdot has re-invigorated the sewing industry and helped creative, emerging designers establish their own businesses. This practice ensures reliable incomes for the designers and the factories, enhancing the job satisfaction of both the sewing factory laborers and designers. In addition, Orgd...

Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay

A better understanding of the Chinese consumption of luxury fashion brands may assist the fashion industry when targeting China as the soon-to-be largest consumer market. This study aims to examine Chinese consumers' willingness to pay for luxury fashion brands related to their fashion lifestyle and perceived value. Practicality fashion lifestyle, perceived social/emotional value, perceived utilitarian value, and perceived economic value were found to have a significant influence on the willingness of Chinese consumers to pay for luxury fashion brands in a multiple regression model (n=480). This research also examines the different effects of fashion lifestyles and perceived value on willingness to pay among four groups characterized by different previous genuine and counterfeit purchasing experiences. This study deepens understanding of consumer perceptions and behaviors relating to luxury fashion brands in China.

The Masstige Brand Equity and Marketing Strategic Implications according to Fashion Lifestyle - Focused on Fashion Accessory -

The Masstige Brand Equity and Marketing Strategic Implications according to Fashion Lifestyle - Focused on Fashion Accessory -

인도 여성의 패션 라이프스타일에 따른 의복구매행동 특성 연구 - 뭄바이 거주 신세대 여성을 중심으로 -

This study investigates the fashion lifestyles and the effect on clothing purchase behavior by female consumers living in Mumbai India. Data were collected from 129 Indian women in their teens to thirties living in Mumbai and were analyzed by factor analysis, cluster analysis, one-way ANOVA, Duncan test, <TEX>${\chi}^2$</TEX>-test, frequency analysis using SPSS 12.0. The results of this study are as follows. Five factors of fashion lifestyle are identified: fashion consciousness, price orientation, advertisement/brand orientation, being aware of others, and tradition orientation. Female consumers were classified into four groups based on fashion lifestyle factors: display/brand oriented group, active profit seeking group, fashion oriented group, and a tradition oriented group. There were significant differences among the fashion lifestyle groups on five criteria (latest fashion, price, commonality with existing clothing, size, and the distance to the store) out of the 13 criteria. The display/brand oriented group showed high scores on the latest fashion and size. The active profit-seeking group generally showed high scores on all five factors. The fashion oriented group showed high scores on latest fashion and commonality with existing clothing when buying clothes. Finally, the tradition oriented group showed high scores only on the distance to the shop, while they (the tradition oriented group) showed low scores on the other criteria. The examination on the actual conditions of clothing purchase among fashion lifestyle groups showed that only the monthly expenditure for clothing is significantly different. The display/brand oriented group and active profit seeking group spent more on clothing than the other two groups.

남성들의 패션 라이프스타일에 따른 향수 구매 및 사용행동

The purposes of this study was to identify perfume purchasing and using behavior according to men's fashion lifestyle. Self-administered questionnaires were used for data collection. The subjects were 317 men aged 19-40. The results were as follows: First, over half of men had purchased at least one perfume during last year and the price was 30,000-60,000won. Men selected perfumes which harmonized with their image or purposes of using perfumes. Men selected a perfume as a present for their girl friends or wives to convey their concern or love. Most men purchased perfumes at department stores and selected after experiencing samples, and by affecting advertisements of newspapers or journals. Over 60% of men possessed at least one perfume and most of them were imported perfumes. Most men used perfume on a special day such as dates or job interviews, and they received perfume as a gift from their girl friends or wives. Most men used perfumes to enjoy fragrances by themselves and preferred sea fragrance most. Second, factors of men's fashion lifestyle were fashion information, individuality, conservativeness, ostentation, activity, and fashion style. Men were segmented into ostentatious consumption group, active group, fashion leader group, and fashion retard group. Third, fashion leader group purchased perfumes more than other groups and fashion retard group purchased the least.

A profile of Koreans: who purchases fashion goods online?

PurposeThe purpose of this paper is to classify internet users by fashion lifestyles, to profile the demographic and internet usage characteristics of each segment, and to examine evaluation for fashion e‐retailers' attributes.Design/methodology/approachA total of 1,211 internet users who have visited an online fashion mall at least once participated in a web survey. Lifestyles were analyzed by factor analysis, generating five factors. Five segments were obtained by k‐mean cluster analysis. Descriptive analysis, ANOVA, chi‐square tests, and radar charts were employed.FindingsInternet users were classified into Economical Shopper, Recreational Shopper, Fashion/brand Shopper, Fashion Follower, and Individualistic Shopper. Each segment presented different characteristics in demographics and internet usages. In addition, segments evaluated e‐retailers' attributes differently. Fashion/brand Shopper presented the highest levels of overall satisfaction and intention to purchase fashion goods online, while Fashion Follower showed the opposite.Research limitations/implicationsA profile of each segment explained who they are and why they buy or shop for fashion goods online. Evaluation for e‐retailers' attributes indicated how online marketers responded to potential buyers' needs and values.Originality/valueThe paper offers valuable recommendations to apparel e‐retailers based on characteristics of each segment.

대학생의 패션라이프스타일에 따른 장신구 착장

This study was performed to investigate the relationship between the fashion lifestyle and the ornament wearing practices of college students. A questionnaire survey was conducted on 545 college students (male students 36.7%, female students 63.3%) in the Cheongju area, Korea. Frequency, factor analysis, cluster analysis, t-tests, <TEX>$X^2$</TEX> and ANOVA were used for data analysis. The results of this study were as follows: 1) Fashion lifestyle of students was classified into 4 factors; fashion oriented, aesthetics pursuit, brand preference and reasonable economy. Based on the factor scores, 4 clusters were identified; practical, brand oriented, personality and self conspicuous. Female students were more affiliated to personality and self conspicuous group than male students. 2) They owned earrings, necklaces and rings, in the order. There were significant gender differences in the wearing practices of ornament. 3) Also, there were significant differences in the ornament wearing practices according to fashion lifestyle.

Effect of Perceiver's Internal Traits on Sensory Image of Pattern Categories and Colors

The purpose of the study was to examine the effect of internal traits of perceivers on sensory images of fashion materials and dress wearers. Perceiver's internal traits included aspects of Gender-body Ideology (GBI), as well as fashion lifestyles and fashion interest. The research was conducted on a quasi experimental basis, with subjects numbering 187 male and 207 female college students. Data were collected in the period from March 19th to March 31st, 2007. Two sets of stimuli and three measuring tools (to assess GBI, fashion life styles and fashion interest) were used. The stimuli were thirteen fabric specimens and thirteen photographs of dress styles, manipulating by two variables: (a) motif colors (white, grey, pinks and blue); (b) motif categories (plain, paisley, floral, stripes, and zebra effect). The data were analysed by factor analysis, ANOVA, Duncan's multiple range test. The major findings were as follows: Gender-body ideology was separated into agonic and hedonic dimensions. Fashion life style was separated into 3 dimensions(shopping life-style pursuit, social activity pursuits and brand life style pursuits). The internal traits of perceivers influenced preferences and buying intentions. Shopping life-style pursuits had more impact on preferences and buying intentions than other internal traits.

Researching taste: layers of analysis

Classifying people according to their tastes in food and drink is a fruitful and topical area of market research. The late 1990s have shown an increasing preoccupation with the presentation of food and drink, a trend which has not abated with the start of the new millennium. With increasing publications and television portrayals, chefs and cookery writers have been turned with alacrity into fashion icons. This paper is about tastes in food. It analyses Bourdieu’s proposition that our tastes in food betray our social origins and draws on interesting distinctions in the literature between the UK and France. Historical reasons relating to industrial development and their influences on what the different social classes eat, are discussed. For instance, the French, in comparison to the British, have sought more gastronomic quality in what they eat. Through a combination of mini‐cases, market research and literature studies the development of important influences is explored, such as class membership and postmodernist trends in consumption. For example the postmodernist preferences for style over substance and lifestyle fashion for myriad food preparations have also resulted in crossovers in cultures and in fragmentation of taste and presentation. The paper concludes that more attention should be paid by suppliers to the “cultural drivers” of food and drink in guiding new product development and branding.