A Study on the Hierarchy of Clothing Images

의복 이미지의 계층구조에 대한 연구

  • Chung, Ihn-Hee (Dept. of Clothing and Textiles, Seoul National University) ;
  • Rhee, Eun-Young (Dept. of Clothing and Textiles, Seoul National University)
  • Received : 1993.03.24
  • Published : 1993.09.01

Abstract

This study was intended to identify the hierarchy of clothing images, which is expected to be helpful in style classification and product positioning. A questionnaire consisted of 110 words expressing clothing images was developed, and eight clothing photographs were selected as stimuli. 289 female subjects aged between 22 to 37 responded to two of the eight photographs during September, 1991. 110 words were reduced to 62 words based on their independence before conducting factor analysis to identify the constructing factors of clothing images. Nine words with negative connotations were eliminated, because they are not sought in product development. To explain the hierarchy of clothing images, cluster analysis was applied. To observe the association of 53 words, dendrogram was introduced, and to interpret the result, eleven sub clusters were determined. This 11 clusters were continuously combined according to their similarities, until they integrated into one 'clothing image'. Two major division of image clusters were 'graceful and feminine image', and 'mannish and simple image'.

Keywords