Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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2007 Summer Women's Street Fashion in Shenyang, China

  • Bae, Soo-Jeong (Dept. of Clothing & Textiles Chonnam National University) ;
  • Wee, Eun-Hah (Dept. of Home Economics Education Chonnam National University) ;
  • Jung, Kyung-Hee (Dept. of Clothing & Textiles Chonnam National University)
  • Published : 2008.07.30
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Abstract

The purpose of this study is to analyze women's street fashion in Shenyang and to understand the regional design preference. The city, Shenyang is not only known as the one of three major northeastern province in China, but also known as the city where large numbers of Korean fashion companies have launched in. The observation focused mainly on young/young adults and missy in Oe Market and ZungJie(中街) which are the most busy streets in Shenyang. A digital camera or a camcorder were used to take photos of these women. In addition, video captures or photos were analyzed by three fashion experts. Finally, the photos were classified by item and data was coded for statistics and reviewed through frequency and percentage. As a result, it was found that most young women in Shenyang liked to wear a casual style such as easy t-shirt, denim pants or skirt and a feminine style such as a one-piece dress in summer. Top items that were favoured by young women in Shenyang were t-shirts and blouse types, while they favoured to wear denim pants of indigo blue for bottom items. Frequently found colors among these womens' clothing were white, black, vivid blue, red and red purple. I strongly believe this study will provide basic but significant information for the establishment of design and marketing strategies to the Korean fashion brands, who is trying to access Chinese fashion market.

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References

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