• Journal of Fashion Business
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• v.27 no.5
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• pp.44-59
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• 2023

This study aimed to elucidate any differences in fashion consumption tendencies among fashion consumers according to their MBTI personality types and fashion brand sensibility (Chanel vs. Off-White). Differences in fashion consumption tendencies (fashion sensitivity, fashion innovativeness, and fashion ostentation) were determined based on two of MBTI's four bipolar indicators: extroversion-introversion, sensing-intuition, thinking-feeling, and judging-perceiving. It was found that intuitive consumers showed higher fashion innovativeness than sensory consumers. In addition, feeling-type consumers showed more fashion-sensitive and ostentatious fashion consumption tendencies than thinking-type consumers. Fashion brand sensibility acted as a moderator in the relationship between personality type and fashion consumption tendency. Especially, moderating effects of fashion brand sensibility and fashion consumption tendencies were evident in sensing-intuition and judging-perceiving types. Among intuitive consumers, those who preferred Chanel brand sensibility exhibited higher tendencies for fashion ostentation than those who preferred Off-White brand sensibility. However, sensory type consumers showed no difference in fashion ostentation based on their preferred fashion brand sensibility. Interaction effects regarding fashion sensitivity and fashion innovativeness were not found. Among perceiving-type consumers who preferred Chanel brand sensibility, high fashion sensitivity was evident. Conversely, judgment-type consumers who preferred Off-White brand sensibility showed high fashion sensitivity. Interaction effects concerning fashion innovativeness and fashion ostentation were not found.

• The Research Journal of the Costume Culture
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• v.14 no.5
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• pp.739-754
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• 2006

Glamour, which stands for attractive physical feature with certain mystique, has been recognized by its superficiality and ephemerality in recent postmodernist aesthetics. The purpose of this study is to provide a comprehensive literature of glamour and to contemplate glamour look, thereby to establish the styles of glamour expressed in fashion. For such purposes, this thesis first provides the study on the glamour in design studies, film studies and feminist theories, and to inquire aesthetic values of glamour look, which has been reflected in fashion. The glamour expressed in the fashion design can be classified into the following six aesthetic values: luxury, excess, masquerade, appropriation, sensuality and decadence. (1) Luxury is an expression of expensiveness, ostentatiousness which can be achieved only after putting in extensive an elaborate handworks. (2) Excess is an expression of bigness, scalelessness or extreme abundance. (3) Masquerade, that is a technique of identity which deal with clothing as a metaphor, is an expression of mysterious attractiveness and theatricality. (4) Appropriation is an expression by way of taking something from different time and space. (5) Sensuality is an expression of indulgence of sexual pleasures. Lastly, (6) decadence implies eroticized violence and demoralization.