Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on Fashion Color Preferences According to the Fashion Interest and Lifestyle of the New Silver Generation

뉴 실버 세대의 패션관심도와 라이프스타일에 따른 패션 색채 선호도 연구

  • Lee, Semi (Dept. of Fashion Industry Major in Fashion Design) ;
  • Koo, Sumin (Graduate School of Art and Design, Konkuk University)
  • 이세미 (건국대학교 예술디자인대학원 패션인더스트리학과) ;
  • 구수민 (건국대학교 예술디자인대학 의상디자인학과)
  • Received : 2021.08.18
  • Accepted : 2021.11.01
  • Published : 2021.11.30
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Abstract

The New Silver Generation, which includes retired baby boomers, is eschewing traditional lifestyles, remaining socially and economically active, and striving to enjoy their lives. It is necessary to understand the preferences, sensibilities, and fashion propensities of such individuals. Thus, this study analyzed the New Silver Generation's fashion color preferences and proposed fashion color scheme guidelines that could be used in the fashion industry. First, surveys were conducted in people of the New Silver Generation aged from 55 to 65 years. The survey questions included the following: fashion color preferences, fashion sensibility and taste preferences, fashion interests, lifestyle, and demographic background. Second, the survey was conducted to identify differences in color preferences based on respondents' fashion interests and lifestyles. Next, to compose color palettes for the survey, 45 colors from the Munsell color system were chosen at random. The major research results were as follows: It was shown that socializing- and health-preferring individuals wore achromatic color, leisure-preferring individuals wore P color, and self-preferring individuals wore B color. The commonly worn colors were achromatic colors. After the age of 55 years, health- and leisure-preferring individuals often wore R color and RP color, respectively. Thus, this study proposed a color scheme arrangement that used achromatic colors, such as black and white, as the main colors list for the four lifestyle types.

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References

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