Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Tendency of Appearance Management Behavior and Pursuing Ideal Age -Focused on the 20's and the 30's Korean-

외모관리 행동과 이상적 연령 추구경향 -20~30대를 중심으로-

  • Lee, Yoon Kyung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Lee, Hyewon (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • Received : 2015.01.19
  • Accepted : 2015.04.22
  • Published : 2015.06.30
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Abstract

This study has examined the 20's and the 30's Korean who have a desire, 'to be getting younger' and how to relate what appearance management-behavior they follow. The methodology of this study used both theoretical and quantitative research for an empirical study. First, a theoretical study researched a big stream of the 20's and the 30's Koreans' to be getting younger' on articles based on the social and cultural background of the past 30 years that defined various concepts of age through previous research. Data was also collected via SMS for five months (August to December 2014) and 96 Korean participants in their 20's and the 30's who have lived in and around Seoul. The results of the survey analysis showed that the desire of 'to be getting younger' irrelevant to the age among Korean young people. In addition, this tendency to be the ideal age as being younger is realized by appearance management sort of skin care or clothing styling among 20's and the 30's Korean. This study suggested a phenomenon, 'to be getting younger' in Korean society would lead to an alternative sort of age that targets individual taste rather than the chronological age in the apparel market.

Keywords

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