消費者 選好度및 라이프스타일 分析에 基礎한 衣類商品企劃의 提案 -男性 正裝類의 캐주얼화 트렌드를 中心으로 -

Abstract

The purpose of this study was 1) to analyze the consumers preference on the recent trend in menswear according to their lifestyle and 2) to suggest a suitable direction for mens wear planning based onthe lifestyle analysis.A survey was applied to obtain the data set responded from 310 male subjects who were agedbetween thirties and fourties.The main results of this study are summarized as follows: 1) Five types of recent fashion trends wereidentified through a qualitative analysis on the recent mens wear trend, which were Modern classiccasual, Retro traditional casual, Authentic/Ethnic casual, Urban dandy street casual and the Refinedsportive casual. 2) The three types of the respondents lifestyle were identified in this research andnamed as pursuing sense, pursuing tradition and conservative indifference. Examining the preferenceon fashion trends according to subjects lifestyle and etc., the preference level of the pursuing sensegroup on trend was, in general, higher than that of the two other lifestyle groups. The most preferredtrend style of pursuing sense group was the Modern Classic.Finally, a suitable direction for mens wear planning was suggested on the result of analysis in thisresearch.