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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Characteristics of Generation Z in the Creator Activities of Virgil Abloh

버질 아블로의 크리에이터 활동에 나타난 Z세대 특성

  • Park, Serin (Dept. of Pattern.Modelism, Graduate School of Design, Kookmin University) ;
  • Park, Juhee (Dept. of Fashion Design, Kookmin University)
  • 박세린 (국민대학교 디자인대학원 패턴.모델리즘전공) ;
  • 박주희 (국민대학교 의상디자인학과)
  • Received : 2019.06.24
  • Accepted : 2020.12.31
  • Published : 2021.04.30
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Abstract

This study analyzed the characteristics of generation Z leading the trend of the fashion industry through the creative activity of Virgil Abloh. A literature review and case study were conducted together with detailing the research methodology. As a result of research, generation Z is conceptualized as a "digital native" who grows in digital technology environment with excellent visual sense. They are "SNS creators" who have influence on Social Networking Services (SNS). They are also characterized as "social activists" who reject social conventions and prejudices. They are a "leading creators" who seek to differentiate with creativity. The characteristics of generation Z in the creative activities of Virgil Abloh have a feature of digital native in that they seek visual originality. In terms of communicating with generation Z through SNS and influencer marketing, it has the characteristics of SNS creators. It expresses social activists in providing consumers with diversity, and social perceptions of differentiation. In terms of providing content that encourages consumers to express their personality, it has a feature of leading creators. It is meaningful in that it contributes to the understanding of the market change and marketing strategy according to the consumer development and the activity of the fashion designer.

Keywords

References

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