Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on the Appearance Care Behaviors, Clothing Selection Behaviors and Clothing Design Preference of 20-30's Korean Men by the Level of Grooming

20-30대 남성의 그루밍 정도에 따른 외모관리행동, 의복선택행동, 의복선호도에 관한 연구

  • Kim, Chil Soon (Dept. of Textile and Clothing Design, Kyung Hee University) ;
  • Park, Mi Ran (Dept. of Textile and Clothing Design, Kyung Hee University)
  • 김칠순 (경희대학교 의류디자인학과) ;
  • 박미란 (경희대학교 의류디자인학과)
  • Received : 2013.11.28
  • Accepted : 2014.04.25
  • Published : 2014.04.30
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Abstract

The purpose of this study was to describe 20's to 30's men's fashion lifestyle and develop clusters in grooming related variables. We also tried to interpret profile of clusters, and determine the difference between different level of grooming clusters in appearance care behaviors, and clothing behaviors such as clothing selection, preference of clothing image and design in men's wear. Data was obtained using the survey methods by convenience sampling. Frequency analysis, factor analysis, cluster analysis, chi-square test, and t-test were used for analysis using SPSS 18.0. The result of factor analysis of men's lifestyle show that 5 factors are extracted. Two different clusters were formed after the K-means cluster analysis. We realized that the level of grooming activity is significantly associated with the young men's major expenditure item, and beauty/care items, and the reason for exercise. The level of grooming was strongly associated with clothing selection behaviors. In addition, there is a significant difference in preferred image between two different grooming groups. In the feminine image, HG group favored more than LG group. The preferred design was associated with the degree of grooming as well. Unique and stylish top and bottom styles such as cargo, hiphop, and boots cut were favored more by HG group than LG group. We suggest that we can do market segmentation by the degree of the grooming activity, considering the current men's taste and trend to extend market share.

Keywords

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