Abstract
Men's fashion has not much changed due to the pervasive patriarchy Because of the change of gender roll and attitude towards one's appearance and fashion, men began to express themselves with fashion in the late 90's. The purpose of this study is to categorize men's image and their fashion styles from Korean TV dramas to provide informations for predicting men's fashion trend in rapidly changing market. Through the analysis of three dramas with 30% or more of audience rating by all age groups from January to July, 2009, nine distinctive male images were selected and their styles were analyzed; silhouette, details, materials, color, accessories, and hair-style. The results are as follows: In the past holding neat and straight line silhouettes but today shows tight silhouette. In color and detail, the use of brilliant chromatic colors, use of hight saturation colors, big and brilliant pattern, ruffles, frills, beads, knitwear, mix matched new composed materials, and light materials are dominant. While short and simple shape of hair-styles were predominant in the past, now we see more varied hair length. Not only that, variety of perms and colors are showed on TV screens. Hence, the results show that a lot of radical change has happened in the men's fashion, and marketing propositions that reflects this change in men's fashion market are requested along with trendy emotional product development and coordination proposals, and finally calls for more multilateral study and market search of male consumers.
