The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The effect of consumers' needs for uniqueness and pursuit of clothing benefit on bespoke suit purchase intention amongst 20~30-year-old males

20~30대 남성 소비자의 독특성 욕구와 의복추구혜택이 비스포크 정장 구매 의도에 미치는 영향

  • Shin, Kyoung Rok (Fashion Merchandising Major, Graduate School of Design, Kookmin University) ;
  • Lee, Eun-Jung (Dept. of Fashion Design, College of Design, Kookmin University)
  • 신경록 (국민대학교 디자인대학원 패션머천다이징 전공) ;
  • 이은정 (국민대학교 조형대학 의상디자인학과)
  • Received : 2017.01.21
  • Accepted : 2017.04.27
  • Published : 2017.04.30
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Abstract

Modern men are much more interested in their appearance than ever before, as well as showing an increased need for uniqueness in order to construct their own sphere and pursue differentiation from others. Besides, changes in life style and the aesthetic sense are causing men to pursue various kinds of clothing benefits so that they want a suit with characteristics beyond the stereotyped design and style. They have started to be actively engaged in clothing purchases, forming a driving force for the growth of the male suit market. Hence, this study has significance in that it offers data conducive to consumers' custom suit purchase by reviewing data on the present condition of the custom suit market and bespoke suits. In addition, it aims to give a summary on the theoretical bases of preceding studies, including the need for uniqueness, pursuit of clothing benefit and concern for the appearance of male consumers, as well as examining the factors that influence on their bespoke suit purchase intentions. Accordingly, this work intends to construct a basic environment for consumers to approach the custom suit market easily and pave the way for male suit markets through offering marketing data and information that is helpful for custom suit-related markets.

Keywords

References

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