스트리트 패션에 나타난 청소년들의 의복스타일 연구

Abstract

The　purpose　of　this study　is to　analyze the style of clothes revealed in the street fashion of adolescents of Korea and their interest in clothes, attempting to figure out the characteristics in the style of clothes of adolescents through direct observation of consumers, and aims to increase the understanding as to the interest of adolescents in clothes and provide the basic data which is necessary in establishing product plans that target adolescents. As for the method of study, surveys were carried out, along with the analysis of clothes style, in order to figure out adolescents' interest in clothes and characteristics. The findings of this study indicated the followings: First, female students often purchased clothes through the Internet, while male students purchased clothes from offline stores, such as Dongdaemun market, and department stores. In relation to the accompanying person, both male and female students turned out to be influenced the most by their friends who were the peer groups. In relation to the person, who influence the purchase of clothes, it was found that male students were influenced by entertainers the most, while female students were influenced by their peer groups the most. As for the preferred style, it was found that male students tended to enjoy the combination of hood, blue jeans, and jacket, while female students did not adhere to a single style and tended to enjoy wearing various styles. Both male students and female students put the design above anything else when they purchased clothes. Second, in relation to the analysis of clothes style of adolescents, it was found that the fashion of entertainers, which is one of the visual information transmitted by mass media, was presented as the model of identification for adolescents, increasing the tendency of imitation behavior. Specifically, it turned out that the fashion style of idol group who are popular currently had the greatest effect. Like that, psychology of imitation and conformity distinctive to teenagers may lead them to consider entertainers as objects of envy and desire to be recognized by their peer group. Like what we considered in the above, adolescents in contemporary society are obtaining the information about style through mass media such as TV, magazine, newspapers-rather than using the clothes as a means to express their resistance to the adult generation like the past - and expressing their distinctive personality while they are influenced by peer groups. Amid the ongoing economic sluggishness and the liberalization of distribution market, domestic fashion market has been depressed, but fashion market for young people has been booming. That implies adolescents' consumes are leading the fashion segment as consumer group. Therefore, the study on the street fashion of adolescents may be not only valuable in the context of the history of contemporary dress and ornament but also provide basic data necessary to establish strategies for domestic product planning.