Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Attitudes on the Casual Wear and Characteristics of Actual Purchasing of Male Consumer

남성 소비자의 캐주얼 의류에 대한 태도와 구매 특성에 관한 연구

  • Suh, Youngjee (Dept. of Clothing & Textiles, Sookmyung Women's University) ;
  • Lee, Seunghee (Dept. of Clothing & Textiles, Sookmyung Women's University)
  • 서영지 (숙명여자대학교 의류학과) ;
  • 이승희 (숙명여자대학교 의류학과)
  • Received : 2013.11.25
  • Accepted : 2014.02.21
  • Published : 2014.02.28
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Abstract

As men have started to show more desire to express themselves through clothing and accessories also they learn by themselves and take diverse experiences about fashion. At the same time, men's fashion-consciousness is growing together. The role of male consumers' is becoming significant in the fashion market, and there has been more research on their clothes and fashion is increasing, however research on the male casual clothing for their 30~49 years old group is still insufficient. This study aims to examine the casual brands for men in their 30~40s and their characteristics among other men's brands recently appearing in Korea. The results of the study found: first, regarding the questionnaire to give men's casual brand names, 30s males' answers showed clearer recognition about the casual brand than those of 40s males. secondly, the factors affecting attitude of male consumers' towards casual brands are designed 'aesthetics', 'surroundings' and 'price', and the men in their 40s put more important than men in their 30s on 'aesthetics' and 'surroundings'. third, when men were actually buying casual brand, they then took five characteristic factors into account namely: 'the external environment', 'functionality' design 'aesthetics', 'symbolic' and 'price'. Men in their 30s did not show much difference in actual purchase characteristics in regards for the brand factors but men in their 40s showed interest when asked about 'buying product with noticeable brand logo or trademark' item among 'symbolic' factors than men in their 30s (p< .01 of significant difference).

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