Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지
DOI QR코드

DOI QR Code

Fashion Consumption Culture in the Post-COVID-19 Era Identified through Big Data Analysis -Focusing on Articles in the Chinese Fashion Network LADYMAX.cn-

포스트 코로나19 시대의 패션 소비문화에 대한 빅데이터 분석 -중국 패션 네트워크인 LADYMAX.cn의 기사를 중심으로-

  • Bin, Sen (Dept. of Clothing & Textile, Jeonbuk National University) ;
  • Yum, Haejung (Dept. of Clothing & Textile, Institute of Human Ecology, Jeonbuk National University) ;
  • Shim, Soo In (Dept. of Clothing & Textile, Institute of Human Ecology, Jeonbuk National University)
  • 빈삼 (전북대학교 의류학과) ;
  • 염혜정 (전북대학교 의류학과 인간생활과학연구소) ;
  • 심수인 (전북대학교 의류학과 인간생활과학연구소)
  • Received : 2021.02.21
  • Accepted : 2021.04.16
  • Published : 2021.05.30
Download PDF
⟨ Previous Next ⟩

Abstract

In this study, the changes in fashion consumption culture in the post-COVID-19 era were examined through big data analysis. Considering that the Chinese market plays a pivotal role in the global fashion industry, big data was collected in the most famous and professional fashion network in China, LADYMAX.cn. As a result of text mining and social network analysis, three major changes were identified as the emerging fashion consumption culture in the post-COVID-19 era. First, as a trend in new media consumption, COVID-19 disease and the development of digital technology tended to encourage consumers to put more importance on the relationship between bloggers and fans than previously. Second, as a trend in reward consumption, consumers tended to be rewarded for their hard work to relieve and comfort their high stress caused by spending a long time worrying about the prolonged COVID-19 situation. Third, as a trend in home-economy consumption, consumers tended to prefer homewear and sportswear more because they were spending longer times at home as the social distancing period was prolonged.

Keywords

References

  1. 90% of people. (2020, April 17). 90% of people who work from home do not wear makeup, and investment banks warn that the epidemic will affect the sales of beauty products. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  2. About. (2021). About LADYMAX.cn. LADYMAX. Retrieved March 19, 2021, from http://www.ladymax.cn/
  3. Adidas. (2020, February 24). Adidas Greater China revenue plummeted 85%, Puma closed more than half of its Chinese stores, how can sports brands save themselves?. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  4. After the. (2020, May 05). After the COVID-19, 50% of global luxury goods may be purchased by Chinese consumers. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  5. Bae, Y., & Shin, H. (2020). COVID-19 accelerates untact society. Issue & Diagnosis, 416, 1-26.
  6. Blumer, H. (1969). Symbolic interactionism: perspective and method. Englewood Cliffs: Prentice-Hall.
  7. Burberry. (2020, February 11). Burberry closed nearly half of its stores in mainland China. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  8. Buyrus Design. (2020). Our life is changing in the post COVID-19 era. Seoul: Buyrus Design.
  9. Choi, J. [Jonghwa]. (2020). Digital transformation and untouch innovation in the post COVID-19 era. FUTURE HORIZON, 46, 52-55.
  10. Choi, J. [Jaeyeon]. (2020). The impact of social risks from COVID-19 on consumer sentiment and HMR purchasing patterns (Unpublished master's thesis). Yonsei University, Seoul, Korea.
  11. Choi, Y., & Lee, K. (2020). Changes in consumer perceptions of fashion products in a pandemic: effects of COVID-19 spread. The Research Journal of the Costume Culture, 28(3), 285-298. doi:https://doi.org/10.29049/rjcc.2020.28.3.285
  12. COVID-19. (2021). COVID-19. Retrieved February 19, 2021, from http://ncov.mohw.go.kr/bdBoardList_Real.do?brdId=1&brdGubun=13&ncvContSep=&contSeq=&board_id=&gubun=
  13. Esprit. (2020, July 06). Esprit layoffs; Zhao Wei becomes Fendi brand spokesperson. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  14. Fashion blogger. (2020, May 13). Fashion blogger business trapped by the epidemic. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  15. Fashion under. (2020, June 08). Fashion under the epidemic, traditional hot styles are squeezed out of the hot single product list by sportswear. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  16. Featherstone, M. (1982). The body in consumer culture. Theory Cultural & Science, 1(2), 18-33. doi:https://doi.org/10.1177/026327648200100203
  17. Goffman, E. (1959). The presentation of self in everyday life. Garden City: Doubleday.
  18. Hamilton, J. (1997). The macro-micro interface in the construction of individual fashion and meanings. Clothing and Textiles Research Journal, 15(3), 164-171. doi:https://doi.org/10.1177/0887302X9701500306
  19. Han, K. (2019). A study on the consumer's perception of HiSeoul fashion show using big data analysis. Journal of the Fashion Business, 23(5), 81-95. doi:https://doi.org/10.12940/jfb.2019.23.5.81
  20. Just Style. (2021). How coronavirus is impacting the global apparel industry. Retrieved February 18, 2021, from https://www.just-style.com/news/timeline-how-coronavirus-is-impacting-the-global-apparel-industry-free-to-read_id138313.aspx
  21. Kaiser, S. (1997). The social psychology of clothing: symbolic appearances in context. New York: Fairchild Publications.
  22. Kang, M. (2009). Retail therapy: a qualitative investigation and scale development (Unpublished doctoral dissertation). University of Minnesota. Minnesota, US.
  23. Kang, Y., Park, S., Joe, H., Lee, T., & You, C. (2020). 포스트 코로나 시대의 생활예술 [Living art in the post COVID era]. Seoul: Book Forest.
  24. Kean, R. (1997). The role of the fashion system in fashion change. Clothing and Textiles Research Journal, 15(3), 172-177. https://doi.org/10.1177/0887302X9701500307
  25. Kim, D., & Lee, S. (2019). A study of consumer perception on fashion show using big data analysis. Journal of the Fashion Business, 23(3), 85-100. doi:https://doi.org/10.12940/jfb.2019.23.3.85
  26. Kim, G. (1999). 문화의 다학문적 접근 [Multidisciplinary Approach to Culture]. Seoul: Seoul National University Press.
  27. Kim, H. (2020). Untact vs contact: a study on luxury brand consumers' intention to use interactive agents (Unpublished doctoral dissertation). Hanyang University, Seoul, Korea.
  28. Kim, J. (2004). Consumer behavior. Seoul: Hyungseul Publishing.
  29. Kim, N., Cheon, M., Lee, H., Lee, J., Kim, S., Choi, J., Lee, S., & Suh, Y. (2017). Trend Korea 2018. Seoul: Window of the Future.
  30. Kim, S. (1998). A study on the relationship between the structure of clothing consumption value and clothing involvement and fashion leadership (Unpublished doctoral dissertation). Ewha Women University, Seoul, Korea.
  31. Kim, Y. (1999). A comparative study on the types of consumer value in advertising expression. Advertising Research, 44, 129-154.
  32. Kim, Y. (2020). How to greet the post COVID-19 world. Hwang Hae Review, 108(0), 87-113.
  33. Koh, E., Lee, M., & Lee, M. (2012). Fashion brand and communication. Paju: Gyomoon.
  34. Lee, J., & Yang, S. (2010). A study on the conspicuous consumption characteristic expressed in the modern fashion. The Research Journal of the Costume Culture, 18(1), 177-189. https://doi.org/10.29049/rjcc.2010.18.1.177
  35. Lee, M., Rhee, E., & Kim, R. (2008). Cultural meaning and ritual behaviors in symbolic consumption process of fashion products. Journal of Consumption Culture, 11(2), 149-173.
  36. Lee, S. (2006). Orientation of the study of consumption culture in the context of consumer sciences, Journal of Consumption Culture, 9(2), 127-149.
  37. Luxury. (2020, January 29). Luxury retail may fall off a cliff. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  38. LV's. (2020, October 03). LV's parent company's third-quarter revenue may reach 11.4 billion; veronce denies that Riccardo Tisci will jion. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  39. Lym, J., & Park, C. (1999). A study on ritualized consumption and relationship marketing. Management Essay, 33(3), 341-365.
  40. Lym, S. (1994). Characteristics of the new consumerism culture in the 90s: a case study on the culture of Hongdae (Unpublished master's thesis). Seoul National University, Seoul, Korea.
  41. Mason, R. (1981). Conspicuous consumption: a study of exceptional consumer behavior. New York: St. Martin's Press.
  42. McCracken, G. (1988). Culture and consumption. Bloomington, IL: Indiana University Press.
  43. Morrison, T. (2020). COVID-19: facts we need to know. (Y. Hong, Trans.). Paju: Open Books. (Original work published 2020).
  44. Oh, H. (2020). Analysis of major social changes and information security issues post COVID-19. Communications of the Korean Institute of Information Scientists and Engineers, 38(9), 48-56.
  45. Otnes, C., & Scott, L. (1996). Something old and something new. Journal of Advertising, 25(1), 33-50. https://doi.org/10.1080/00913367.1996.10673494
  46. Paik, G. (1998). A study on modern consumer culture and Korean consumer culture. Consumer Studies, 9(1). 17-31.
  47. Park, Y. (2020). 세계미래보고서 포스트 코로나 특 2021: 별판 [World future report 2021: COVID-19 special edition]. Seoul: Business Books.
  48. Park, H., & Kim, H. (2004). Cultural and consumption values in the Korean fashion industry. Journal of the Korean Society of Clothing and Textiles, 28(1), 1-11.
  49. Quan, D. (2006). A comparative study on the consumption cultures between the Korean and Chinese new generations. Journal of Northeast Asian Studies, 41, 129-148.
  50. Ren, L., Gao, D., & Li, J. (2018). Python文本分析 [Text Analytics with Python]. BeiJing: Machinery Industry Press.
  51. Richins, M. (1994). Valuing things: the public and private meanings of possessions. Journal of Consumer Research, 21(3), 504-521. https://doi.org/10.1086/209414
  52. Rick, S., Pereira, B., & Burson, K. (2014). The benefits of retail therapy: making purchase decisions reduces residual sadness. Journal of Consumer Psychology, 24(3), 373-380. https://doi.org/10.1016/j.jcps.2013.12.004
  53. Shin, G., & You, M. (2020). COVID-19 era, untact consumption and survival strategy in alleys. Issue & Diagnosis, 425, 1-25.
  54. Slater, D. (2000). 소비문화와 현대성 [Consumer culture and modernity]. (S. Chung, Trans.). Seoul: Moonye. (Original work published 1997).
  55. Solomon, R. (2002). Consumer behavior. New Jersey: Prentice-hall.
  56. The artistic. (2020, July 21). The artistic director of Hermes women's clothing will leave. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  57. The number. (2020, March 16). The number of participants in Paris fashion week is at a record low; the global luxury fashion industry has been hit hard. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  58. The post COVID-19 era. (2020, June 03). The post COVID-19 era of luxury goods. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  59. The prices. (2020, May 11). The prices of LV, Chane, etc. have been raised by more than 10%. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  60. Tiffany and. (2020, October 27). Tiffany and LVMH's M&A transaction was approved by the European Union; the first YEEZY GAP series was exposed. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  61. What is. (2020, June 08). What is the confidence of the luxury goods to raise prices during epidemic?. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  62. Whang, M. (2001). A study on the influence of information and social value of the era on consumption value and advertising expression. Advertising Research, 15, 129-151.
  63. With a. (2020, June 11). With a loss of 450 million in the first quarter, is Tiffany still worth $16.2 billion?. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/
  64. Youn, J. (2020). post COVID-19 era: changing the movement paradigm. Future Horizon, 46, 68-73.
  65. Youn, T., & Lee, S. (2018). Text Analytics with Python. seoul: Neulbom.
  66. Zishentang. (2020, May 13). Zishentang's first-quarter net profit plummeted by nearly 96%; Valentino appointed new CEO. LADYMAX. Retrieved October 27, 2020, from http://www.ladymax.cn/