복식문화연구 (The Research Journal of the Costume Culture)

  • 제28권3호
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  • Pages.389-407
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  • 2020
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  • 1226-0401(pISSN)
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  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
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글로벌 패션 유튜버의 콘텐츠 유형과 특성에 관한 사례연구

A case study on the content types and characteristics of global fashion YouTubers

  • 김고운 (덕성여자대학교 패션디자인전공) ;
  • 김윤 (덕성여자대학교 의상디자인학과)
  • Kim, Koh Woon (Dept. of Fashion Design, Duksung Women's University) ;
  • Kim, Yoon (Dept. of Fashion Design, Duksung Women's University)
  • 투고 : 2020.05.21
  • 심사 : 2020.06.27
  • 발행 : 2020.06.30
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초록

With YouTube's overwhelming share of the market, research on analyzing the types of content on YouTube is essential. An analysis of major global fashion YouTubers that the types of video content could be largely classified into three main categories: Fashion, beauty and daily life. The fashion category was subdivided into styling and fashion product review content type. The beauty category was subdivided into tutorials, beauty product reviews, and beauty tip content types. The daily life category was subdivided into daily sharing, consultation, and Q & A content types. Video content within fashion YouTuber channels is accompanied by expertise in fashion and beauty. At the same time, videos on daily life are uploaded, and through interactive communication with viewers, YouTubers form an intimate bond with subscribers. Content emphasizing entertainment, not just information delivery that introduces fashion products, is attracting growing interest among subscribers. This study analyzed the content of the increasingly popular fashion YouTuber channels and determined its important characteristics. The study makes a significant contribution to academic research by laying a foundation for future studies of YouTube content in the fashion field. Since differences in country of birth and race among YouTubers may influence content production, follow-up research will be conducted on the types and characteristics of domestic fashion YouTubers.

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