International Journal of Costume and Fashion

The Korean Society of Costume (한국복식학회)
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Party-wear Consumers' Information Sources and Clothing Evaluative Criteria

  • Park, Hyun-Mi (Department of Clothing and Textiles, Seoul National University) ;
  • Cho, Yun-Jin (Department of Fiber Industrial Design, Jinju National University) ;
  • Lee, Yu-Ri (Department of Clothing and Textiles, Seoul National University, Research Institute of College of Human Ecology, Seoul National University)
  • Published : 2009.12.31
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Abstract

The volume of the party wear market is gradually growing in the Korean fashion market. The study attempted to examine psychological clothing benefits as the criteria for market segmentation, and identify differences in information sources. and clothing evaluative criteria in each segmentated market. The summary of the key findings are as follows. Three segments were identified by psychological clothing benefits: pleasurably self-expressing group, fashion-seeking group, and indifferent group. The differences in search information sources between the classified groups were identified The fashion-seeking group had a higher mean score on mass media. The pleasurably self-expressing group had higher scores on advice from friends, colleagues, or companions. The differences in evaluative criteria between the classified groups were also identified. Among the evaluative criteria, the splendid boldness and polished silhouette criteria showed a marginal difference between each group. This study can contribute as a cornerstone for future studies on party wear and market strategies.

Keywords

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