패션잡지광고에 표현된 패션 아이템 경향 분석

Abstract

Fashion magazine advertising is the most excellent source of information in predicting the fashion trend. It plays a pivotal role in setting a direction for the fashion trend in the upcoming season. The purpose of this study was to review by photos of the pret-a-porter collection shown in LONDON, NEW YORK, MILAN, and PARIS during 2002-2006 A/W and 2003-2005 S/S seasons, being focused on such fashion items published as coat, dress, one-piece, two-pieces(jacket+skirt/pants, blouse+skirt/pants). In the results of this study, designers presented coat(n=144) chiefly, blouse+pants(n=29) were presented few during 2002-2003 A/W seasons. During 2003-2004 A/W seasons one-piece(n=156) was looking bullish, blouse+pants(n=34) were declining. Dress(n=149) was presented mostly, blouse+pants(n=17) was presented few during 2004-2005 A/W seasons. During 2005-2006 A/W seasons coat(n=180) was revived, blouse+pants(n=26) were presented lowly. Therefore designers presented coat(n=605, 28.4%) extremely much during 2002-2006 A/W seasons. Designers presented one-piece(n=109) much, jacket+pants(n=22) were presented few in 2003 S/S. In 2004 S/S seasons one-piece(n=167) was presented vastly different than jacket+pants(n=42). Also one-piece(n=152) was presented mostly, blouse+pants(n=48) was presented few in 2005 S/S seasons. During 2003-2005 S/S seasons one-piece(n=428, 28.2%) was presented most. And designers in these four world fashion centers didn't prefer blouse+pants in A/W seasons and jacket+pants in S/S seasons. Based on the above findings, it could be confirmed that the fashion items trend was almost similar among the four collections of pret-a-porter. The results of this study suggest that the fashion collections are the most reliable information sources for fashion product planning. Lastly, it is hoped that this study will provide for some useful basic data for domestic fashion businesses in producing fashion items.