Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on the Consumption Value and Clothing Pursuit Benefits of Genderless Fashion based on Gender Identity

젠더정체성에 따른 젠더리스패션의 소비가치 및 의복추구혜택에 관한 연구

  • Hyun Ji Lee (Dept. of Fashion Design & Merchandising, Kyungsung University)
  • 이현지 (경성대학교 패션디자인학과)
  • Received : 2023.05.21
  • Accepted : 2023.08.14
  • Published : 2023.08.28
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Abstract

This study aimed to analyze the consumption value and clothing pursuit benefits of genderless fashion based on gender identity. The study questionnaire was distributed to and collected from men and women in their 20s and 30s living in Seoul City and the Gyeonggi province. The collected data were analyzed by using Cronbachs α, factor analysis, K-means group classification analysis, and ANOVA. The study results were as follows. First, gender identity was categorized into three groups: the genderless group, the traditional gender rejection group, and the traditional gender acceptance group. Therefore, it is necessary to subdivide gender identity rather than acceptance and rejection of traditional gender roles. Second, an analysis of consumption value based on gender identity showed significant differences in terms of fashion value and expressive value. Therefore, it is important to establish a differentiated strategy based on the relevant gender identity group when establishing genderless fashion design or marketing strategy. Finally, the study results showed that clothing pursuit benefits based on gender identity, there was a significant difference in terms of individuality pursuit, deviation from the norm, and fashion pursuit. In particular, since the genderless phenomenon agrees with the characteristics of the MZ generation, it will be necessary to share brand information or product information through digital media or to utilize a sharing culture-that is, 'meaning out' tendency and 'flex culture' (i.e., conspicuous consumption).

Keywords

Acknowledgement

이 논문은 2020년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2020S1A5B5A17089744).

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