강릉 지역 남자 대학생들의 라이프스타일 집단에 따른 니트웨어 선호도 연구

Abstract

Fashion market reflected with lifestyle is under expansion in men's clothing as well as women's clothing. Compared with earlier market, men's market has a segmented trend. However, lifestyle based study is still progressed with focus on woman apparel. The work on men's clothing is yet to be studied a great deal. In particular, the study on men's knitwear is very insufficient now. Research about it is necessary in that preference study on knitwear based on lifestyle is also limited. This wok provides the basic research materials through analyzing preferences by the knitwear product kinds and their characteristics according to male college student's lifestyle group. Research analysis and results are as follows. First, male student lifestyle was divided into impulse purchase and family-oriented group, leisure and gender equality-oriented group, and family and gender equality-oriented group. Second, the preference in knitwear product by the lifestyle group showed meaningful difference in coat and pants. In the coat, leisure and gender equality-oriented group and family and gender equality-oriented group indicated a high preference rate and in the kind of pants, leisure and gender equality-oriented group had a large preference. Third, regarding knitwear product preference based on lifestyle group, both leisure and gender equality-oriented group and family and gender equality-oriented group took design, material, brand, quality and purchasing place into their consideration. In the trend, a high preference rate appeared in impulse purchase and family-oriented group. It could be concluded with these results that there is difference in the knitwear preference according to lifestyle group and that influential factors by assessment of comsumer's favor should be considered in developing the knitwear products with assumption that lifestyle influences the choice of knitwear.