여대생의 의복착용동기와 패션경향

The Motive of Clothing-Wearing and Fashion Trend for Female College Students

The purposes of this study were to claassify of clothing-wearing motives, to analyze tendency of fashion in campus, and to propose fashion merchandising plans and marketing strategies of companies for female college students. Research had been done during 1 week each on April and October in 1998 and 1999. Sixty-two students in spring semester and 54 student in fall semester were surveyed and analyzed. Their grades and majors were not considered in this study. Fashion Diary had been written by students and then their statements were analyzed by the means of the qualitative data analysis. Following conclusions were obtained from this study. 1. Clothing-wearing motives were classified with 'group depending on daily work', 'group depending on image', 'group depending on body supplement', 'group depending on weather', 'group of fashion following', 'group depending on courtesy', 'group depending on mood', and 'group of unconcerning'. 2. The fashion tendency of the students were layered look and they preferred casual styles, such as round t-shirts, jean pants, and cardigans. The color of white, black, and gray were prevalent for top wear, and the color of blue, black, beige for bottom wear in both seasons. For shoes, color of black, brown, white were popular. For bags, black, blue, and khaki color were prevailed. 3. The proposals obtained from this study are as follows : 1) Production of clothing enforced functional and practical base is wanted for 'group depending on daily work'. 2) Designs considering body parts such as hip, arm hole, shoulder, and thigh are needed. 3) Utilization of new materials such as waterproof with ventilation, opaque (means 'not see-through'), antipollution finishing process are required. 4) Simple designs of clothing which could be performed by herself with various accessories. Thermochromic materials are wanted for 'group of fashion following'. 5) Diversity of semi-suit is required for 'group depending on courtesy'.