Journal of Fashion Business (패션비즈니스)

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

DOI QR Code

A Study of Slow Fashion on YouTube Through Big Data Analysis

유튜브에 나타난 슬로우 패션의 빅데이터 분석

  • Sen Bin (Dept. of Fashion Design, Jeonbuk National University) ;
  • Haejung Yum (Dept. of Fashion Design, Jeonbuk National University)
  • 빈삼 (전북대학교 의류학과) ;
  • 염혜정 (전북대학교 의류학과)
  • Received : 2023.07.28
  • Accepted : 2023.08.30
  • Published : 2023.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to examine the word distribution and topic distribution of slow fashion appearing on YouTube in detail and identify the characteristics and aspects related to fashion design through big data analysis and content analysis methods. The specific research results were as follows. First, in the results of the word distribution analysis, "item" appeared the most, 203 times. Also, "one-piece" was a point to pay attention to, as the item had the highest frequency. Second, a total of 5 topics were defined in the topic distribution analysis: topic 1 was "vintage products," topic 2 was "fashion items," topic 3 was "eco-friendly," topic 4 was "life quality emphasis," and topic 5 was "prudent consumption." Third, looking at the relationship between word distribution and topic distribution above, Korean slow fashion on YouTube was actively selecting related design elements that express vintage images in clothing life regardless of trends. In addition, there was a tendency to pursue various basic and high-quality items. Other than those findings, basic items tended to be reinterpreted in various ways through styling methods matched to the vintage image. Lastly, the tendency of slow and small-volume production appeared to emphasize handicrafts and the cultural values of fashion products.

Keywords

References

  1. Ann, H. (2017). A study on sentiment analysis of fashion design using big data: Focusing on text mining and semantic connection network analysis (Unpublished doctoral dissertation). Ewha Womans University, Seoul, Korea.
  2. Ann S., & You, W. (n.d.). 딥 러닝을 이용한 자연어 처리 입문 [Introduction to natural language processing using deep learning]. Retrieved September 12, 2022, from https://wikidocs.net/book/2155
  3. Bae, S., & Chung, G. (2018). Upcycling fashion design for sustainable growth. Gwangju: Chonnam National University Press.
  4. Bin, S., Yum, H., & Shim, S. (2021). Fashion consumption culture in the post-COVID-19 era identified through big data analysis: Focusing on articles in the chinese fashion network LADYMAX.cn. Journal of the Fashion Business, 25(2), 80-97. doi:10.12940/jfb.2021.25.2.80
  5. Chae, H. (2009). A study on the correlation between sustainable slow design and contemporary fashion. Journal of the Korean Society of Clothing and Textiles, 33(4), 531-542. doi:10.5850/JKSCT.2009.33.4.531
  6. Chang, N. (2011). Practical application for ethical fashion design. Bulletin of Korean Society of Basic Design & Art, 12(6), 349-359.
  7. Chung, S. (2022). Fashion activism in social media: Focusing on diversity (Unpublished doctoral dissertation). Sungkyunkwan National University, Seoul, Korea.
  8. Choi, Y., Yoon, S., Xuan, B., Lee, S., & Lee, K. (2021). Fashion informatics of the big 4 fashion weeks using topic modeling and sentiment analysis. Fashion and Textiles, 8(1), 1-27. doi:10.1186/s40691-021-00265-6
  9. Clark, H. (2008). Slow+fashion an oxymoron or a promise for future...? Fashion Theory, 12(4), 427-446. doi:10.2752/175174108X346922
  10. Eom, T. (2022). A study on the attributes of sustainable fashion product design and consumption value (Unpublished doctoral dissertation). Hanyang National University, Seoul, Korea.
  11. Fletcher, K. (2010). Slow fashion: An invitation for systems change. Fashion Practice, 2(2), 259-266. doi:10.2752/175693810X12774625387594
  12. Fletcher, K. (2011). Sustainable fashion & textiles. (J. Lee & S. Kim, Trans.). Paju: Gyomoonsa. (Original work published 2008).
  13. Ha, J., Kim, G., Park, S., Song, E., You, H. M., You, H. E., Lee, J., & Chung, J. (2022). 현대사회와 패션 [Modern society and fashion]. Paju: Gyomoonsa.
  14. Kim, S. (2007). A study on sustainable design appearing in contemporary fashion: Focusing on UK cases (Unpublished doctoral dissertation). Kookmin National University, Seoul, Korea.
  15. Kim, S. (2022, December 05). 매일 225t 버려지는 의류폐기물... 생산자에 '재활용 의무' 부과되나 [225 tons of clothing waste thrown away every day... producers are subject to a 'recycling duty']. Chosun Media. Retrieved October 18, 2022, from https://futurechosun.com/archives/70759
  16. Kim, Y. (2021). Do it! 쉽게 배우는 R 텍스트 마이닝 [Do it! easy to learn R text mining]. Seoul: Easyspublishing.
  17. E., & Fashion Marketing Lab. (2015). 지속가능 패션 브랜드 마케팅 [Sustainable fashion brand marketing]. Seoul: Gyomoonsa.
  18. Koh, H. (2021, April 2). 지속가능발전을 위한 '슬로우 패션쇼(Slow-Fashion Show)' 개최 [Hosting slow fashion show for sustainable development]. Jeju Environment News. Retrieved October 18, 2022, from: http://www.newsje.com/news/articleView.html?idxno=236067
  19. Krippendorff, K., & Bock, M. (2008). The content analysis reader. New York: SAGE Publications, Inc.
  20. Lee, H. (1994). 21세기 경제정책의 대전환 [Great transformation of economic policy in the 21st century]. Seoul: Goryeowon.
  21. Lee, J. (2013, January 6). 한국패션협회, 2012년 패션분야 10대 뉴스 선정 [Korea fashion association, 2012 fashion top 10 news]. Fashion Review. Retrieved October 18, 2022, from http://www.fashion-review.co.kr/fc/imgView02e.html?num=2195
  22. Lee, J., Kwon, H., & Koh, A. (2014). The consumption desire for slow fashion. Journal of the Korean Society of Clothing and Textiles, 38(1), 59-72. doi:10.5850/JKSCT.2014.38.1.59
  23. Linkletter, M., Gordon, K., & Dooley, J. (2010). The choking game and YouTube: A dangerous combination. Clinical pediatrics, 49(3), 274-279. doi:10.1177/0009922809339203
  24. Nam, C. (2016). An illustrative application of topic modeling method to a farmer's diary. Comparative Cultural Studies, 22(1), 89-135.
  25. Pookulangara, S., & Shephard, A. (2013). Slow fashion movement: Understanding consumer perception: An exploratory study. Journal of Retailing and Consumer Services, 20(2), 200-206. doi:10.1016/j.jretconser.2012.12.002
  26. Ro, J., & Kim, M. (2011). The characteristics and aesthetic values of slow fashion from a social viewpoint. Journal of the Korean Society of Clothing and Textiles, 35(11), 1386-1398. doi:10.5850/JKSCT.2011.35.11.1386
  27. Rotman, D., & Preece, J. (2010). The "WeTube" in YouTube: Creating an online community through video sharing. International Journal of Web Based Communities, 6(3), 317-333. doi:10.1504/IJWBC.2010.033755
  28. Weber, R. (1985). Basic content analysis. New York: SAGE Publications, Inc.
  29. Youn, T., & Lee, S. (2018). 파이썬으로 텍스트 분석하기 [Text analytics with Python]. Seoul: Neulbom.