• Journal of Fashion Business
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• v.14 no.4
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• pp.111-131
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• 2010

The purpose of this study is to compare the difference between Beijing and Seoul in women's winter street fashion, and suggest strategic methods to improve new competitiveness of the Korean fashion industry. The research was conducted by literature review and empirical research and photographs of winter street style were directly taken by a digital camera from December 28, 2008 to January 8, 2009. The survey was made at 9~11 A.M., 12~1 P.M., and 3~5 P.M. during midweek and weekend. Then 530 photographs(265 each city) of women of the 20s and 30s were selected by random sampling and five fashion professional including this researcher classified styles in accord with majority opinion on careful investigation. The results of comparing the 2008 winter street fashion in Beijing and Seoul show the highest frequency of easy casual style. In detail, while high frequency was found in romantic, classic, feminine, and romantic casual style in Seoul, easy casual and character casual style was prevalent in Beijing. The same frequency of sport casual style illustrates no differences between two cities. Unlike the prediction of the fashion industry that the preference of sport casual style would be increased under the influence of the Beijing Olympics 2008, high preference of easy casual reflects that Chinese women were more sensitive to the changes of their consumption trend. In clothing color, the achromatic color was prevalent in street style in Seoul, whereas multi-color were preferred in Beijing, suggesting a great difference. In the case of accessories, both areas preferred a tot bag but Beijing women preferred active shoulder bag and cross bag in sport casual style. Seoul women preferred pumps and sneakers, whereas Beijing women liked boots of different length according to style.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.2
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• pp.379-390
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• 2005

Every Society has it's own ideology and lifestyle and these form its unique aesthetic experience or values. In the paper observing recent, especially in 1980s and 1990s. Korean street fashion that is one way of expressing their values and lifestyle, the aesthetic values related to the morality have been studied. Through the studies using the cafes of Korean street fashion style we can understand the change of morality and fashion style according to the change of socio-cultural environments more deeply. For study methods documentary study and case study were executed. Morality related clothing were defined in detail through documentary studies and for analysis of street fashion from 1980s and 1990s the cases from 'Mut' and 'Ceci' magazines as well as the articles from Chosunilbo, Dongailbo and Maeilkyungje were looked over one by one. By understanding the intrinsic meanings and formal features of resent Korean street fashion, the direction for future fashion designing could be guided, which could satisfy consumers' needs in the rapidly changing world situation. Followings are the results of the study. First, morality of clothing could be defined in detail regarding modesty and extravagance. Modesty could be directly related to exposure of body and norms for appearances and extravagance to fashion oriented, luxury goods or brand name oriented and spending. Second, the exposing body has been accepted and permitted by public even with criticism more easily but they were less generous to values about norms regarding clothing. Third, the change of morality related to modest has happened earlier than the change of morality related to extravagance, which has begun very recently in 2000s.

• Journal of the Korean Society of Costume
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• v.53 no.2
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• pp.87-100
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• 2003

In this study, the modern street fashion of Kangnam and Kangbuk was qualitatively examined and comparatively analyzed through the field case study, and it is expected that the results of this study be importantly used in planning commodity of fashion brand. The photographs taken in the Kangnam and Kangbuk streets were classified as looks. which were comparatively analyzed each other. Also, a questionnaire was carried out in return for women in those streets, and data related with an age group, occupation, school, academic major, etc. for participant personality and with time purchasing clothing. average expenses for clothing per month. market and reasons for buying clothing, current fashion style, etc. for fashion preference trend were obtained. The streets around Kangnam subway station and KOEX mall for the Kangnam fashion style were selected for the sampling, and Sinchon and entrance of Ewha University for the Kangbuk, where college students and middle/high school students mostly gather. Results showed that an easy casual style was most popular in the Kangbuk area, and a romantic feminine style including a bobos style most popular in the Kangnam area. This case studied on the street fashion gaves the qualitative results about the fashion trend and fashion prediction information, and they could be compared with quantitative those known previously. Also, it could be a basis research on strengthening the competitive power in fashion commodity. However, this study was subjected to restriction in the sampling due to the short time and a few streets. This study will be extended into longer time and various streets including Apgujungdong in Kangnam and many colleges in Kangbuk.

• Journal of Fashion Business
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• v.11 no.4
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• pp.183-203
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• 2007

This study aims at providing useful fundamental information to re-establish the theories of modern fashion by examining the origination and genealogy of street style. The street styles focusing on caucasoid have a variety of genealogies such as western type, beat, teddy boy, hippie, skinhead, punk, neuron-mantic, indie kid, riot grrrl, grunge and techno cyber punk. In the same period, on the contrary, the streets styles focusing on negroid are zootie, hipster, modernist, rude boy, two-tone, rastafarian, funky, B-boy, fly girl, raggamuffine, bhangra, and acid jazz, which are seen as the culture of the large cities formed along Atlantic Ocean and Caribbean sea like England, America and Jamaica. These have root as the main fashion in western society. Ironically, most of the subculture concentrated on the whites were racists. Because of such a reason, the street styles have been formed as resistance culture that was unable to sympathize with their society and characteristics by distinguishing the whites and the colored people. Zootie or hipster that is one of the street fashion styles was formed in the 1940-50s, while the colored people who lived in the west Indies migrated to England or America. As a minimal modernist style called Ivy look in US, in that time, anti-culture formed by teenagers in whitey, teddy boy and mods fashion can be strictly different from the zootie and hipster. The colored people's street styles of the 1960s developed into aggressive and hard forms from the rude boy and two-tone while their resistance toward the whites was stronger. The rastafarian style researched the peak as the colored people's traditional ethnic characteristics or resistance intention for their freedom in the 1970s. In that time, The colored people's street styles of the 1960s developed into aggressive and hard forms from the rude boy and two-tone while their resistance toward the whites was stronger. The rastafarian style researched the peak as the colored people's traditional ethnic characteristics or resistance intention for their freedom in the 1970s. In that time, the street styles of the whites were mostly the skinhead or hippie. Most of them were racists toward the colored people. The punk type on shown on the whites focused on luxury and exaggerative costume. On the contrary, the funky style of the colored people focused on aggressive nihilism and form. With B-boy, fly girl, reggae, rap music, and break dancing in the 1980s, the subculture gradually told on the high fashion as well as the culture between the whites and the colored people. From such aspects, the colored people tried to maintain their unique traditional characteristics. However, their individual values surged by the coming young generation excluded the colored people's characteristic street styles. Focusing on gender, violence and private success among their major concerns, the raga muffin style that represents multi-races and multi-cultures was formed. The jazz style in the 1990s showed cold post-modernistic eclecticism different from that of the 1940s-50s. Simultaneously, the various classes appeared their street styles by emphasizing on each personality. Now that we are living in multi-cultural society, a human race or nationalism concept is getting obscurer. There is no obvious boundary line in the differences between human race and its fashion.

• Journal of Fashion Business
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• v.6 no.1
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• pp.1-19
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• 2002

The purpose of this study was to suggest the most appropriate design concepts for sportive fashion product based on the analysis of consumers' acceptance of the recent sportive fashion trends according to their lifestyle. The subjects consisted of 295 males and females, between 17 and 35 year-old. A self-report questionnaire with 4 stimuli was employed for data gathering, and the data were analyzed by the methods of frequency, factor analysis, cluster analysis, and Pearson's correlation coefficient. The results of this study were summarized as follows: For the First, the recent sportive fashion trends were categorized into four groups; 'street- sportive' trend, 'futuristic-sportive' trend, 'ethnic-sportive' trend and 'urban-utility sportive' trend. Secondly, based on the result of cluster analysis on consumers' lifestyle, total four consumer groups were identified; 'pursuing sense' group, 'pursuing culture' group, 'pursuing utility' group, and 'indifference' group. Thirdly, the consumers relatively preferred two sportive styles among the four groups, typically representing 'urban-utility' trend and 'street' trend. The typical 'urban-utility' style was particularly preferred by the consumers who desired to express themselves as urban, modern, and luxurious. The typical 'street' style was preferred by the consumers who tried to express themselves as active and fashionable. Finally, preferences of the sportive trends according to consumers' lifestyle were interpreted as follows: the 'pursuing sense' group relatively preferred 'urbanutility' style and 'street' style, the 'pursuing culture' group preferred 'street' style and the 'pursuing utility' group preferred 'urban-utility' style, meaningwhile the 'indifference' group preferred 'street' style and 'urban- utility' style.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.6 s.165
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• pp.879-891
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• 2007

Forecasting is a critical task for fashion companies because of continuous change in fashion and long process lead-time. Therefore, it is of great importance for both scholars and companies to understand how forecasted fashion styles are accepted by consumers. This research aimed to investigate consumer acceptance of fashion styles in Korea. The study examined and compared oversea collections of women's wear to the street fashion in Korea for seven seasons from 02 s/s to 05 s/s. Information on oversea collections were obtained from the magazine, Fashion Show, and the street fashion information from Seoul Fashion Design Center. The results showed that overall trends presented in oversea collections have been well accepted, while acceptance of specific styles or items varied. During the period of this research, sporty style and feminine style were very strong in the street fashion. Many styles and items were modified and selectively accepted probably because of cultural differences and limitations of mass production. Some styles which were presented in oversea collections were not accepted in Korea, and at the same time some cases were observed only in the street fashion in Korea. The results of this study provide guidelines for Korean apparel companies in merchandise planning and empirical findings to deepen the understanding on Korean society with respect to fashion.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.3_4
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• pp.298-309
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• 2003

This paper was done to identify the types and the characteristics of street fashion of men living in world fashion-leading cities. 608 male photos taken on the main streets of 4 world fashion-leading cities such as London, New York, Paris, Tokyo were used as data. Photos were viewed by students and classified according to overall images and the common aspects of characteristic style. Fashion images of male were classified into 11 groups, which were suits, casual, hip-hop, rockers/punks, hippies, ethnic, western, military, new romantic, skirt, androgynous. Frequency distribution showed that casual image was mostly preferred and 1311owe4 by suit, rocker/punks. Military and hippies were least favored. In each category, almost every style looked unique and creative as a result of mixing and cross-coordination of different clothing items.

• Journal of the Korean Society of Costume
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• v.53 no.3
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• pp.31-49
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• 2003

The Purpose of this research is to examine and contrast the cultural characteristics of the street fashion in new generations of Korea and Japan. We also intended to help clothing companies understand the current trend in this new generation. As the method for street fashion analysis. various literature, internet information and new media materials were utilized. Key observations obtained are as following First, they pursue a complex image. New generations seem to admix images from different areas to create a synthetic image, rather than adopting a single image; Second, practicality is an important factor. They Pursue a sense of their own unique trend: Third, distinction. The difference in society values between Koreans and Japanese is incorporated. The Korean new generation considers the traditional moral principles as important social values. In contrast the Japanese new generation is greatly influenced by the open sexuality culture ; Fourth. public ownership and sharing of the culture. There is a gradual deviation from a dominating unidirectional influence from one country on another. Now the two countries are influencing each other ; Fifth, sense. There are numerous fashion items and generalized total coordination. New generations express more active and creative fashion sense in those fashion items.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.10
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• pp.1581-1595
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• 2010

This paper investigates the regional characteristics of street fashion in China. Yanji, Beijing, Shanghai were chosen as three different cities in terms of location, weather, population, and industrial structure. A total of 592 pictures were collected through an internet and fashion magazine search for street fashion in Beijing and Shanghai in addition photos were taken for those in Yanji. Pictures of each city were classified into groups based on overall images covering top, bottom, and accessories to identify the characteristics of style in each group. The classification process included 2 stages. In the first stage, it produced 2 groups: formal and casual. The second stage divided formal into business formal and retro formal; casual was divided into II sub-groups that were easy, sporty, feminine, sexy, ethnic, girlish, nippon, trendy, bulky, military, and mixed. Easy casual showed the highest frequency for 3 cities and military style showed the lowest. Shanghai showed higher frequency in sporty, trendy, and military style than other cities. Each style exposed the similarities and differences in the cities that reflected different regional characteristics.

• Journal of Fashion Business
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• v.2 no.1
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• pp.35-48
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• 1998

The purpose of this paper is to examine the street fashion, which is influenced by the youth culture in 1960s. Youth culture is the youth subculture which appeared multiform in the 1960s. It tried to create a new culture by subverting the ruling class culture with their combative life style and peculiar appearance which are distinguished from mother culture. Youth cultures as youth subculture are symbolically expressed in their style which had strong characteristics of sub-fashion and anti-fashion, and which are different from mother fashion in shape. Therefore youth subculture fashion had an effect on street fashion in the 60s. The influence that the youth culture fashion had had on the street fashion is summarized as follows: Beats fashion was intelligency look on black dress, black polo-neck shirts, black trousers, black glasses and heavy black eyeliner. Mods fashion was neat style on Edwardian suit with narrow trousers, pointer-toeshoes and smooth croped hair. Folkis fashion was ethnic look, middle east asian look, peasant look, Indian style, south america look, gypsy style, natural materials, natural dying, tie-dye, beads and hand made ornaments. Rockers fashion was violence appearance categorized 'blue collar' on black leather jacket decorated with metal studs and hand-painted insignia, blue jeans and boots for motor bike. Swinging London & the Psychedelics fashion was blend mods look with pschedelic color and motive pattern. Hippie fashion was intermix pschedelic and natural or ethnic style. It was appear to be a meaningless, unpredictable assortment of diverse items and style. Faded and tattered jeans, army jackets, vintage hat, beads, embroidered headband, white sheets, diverse theatrical costumes, sandals or bare feet, granny dress, peasant blouse, blanket cape, tie-dye T-shirts and long hair. Greasers fashion was adorned black leather jacket with chains, fringing, badges, insignia and sleeves had been crudely ripped off. They came to be known wore jeans so soaked with oil. Skinheads fashion was aggressive working class identity with donkey jacket, jeans rolled up, collarless union shirts, heavy boots, braces and hair cropped short.