Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Generational Characteristics and Fashion Trends of China's Post-90s Generation

중국 90후세대의 세대적 특성과 패션 경향

  • Bin, Sen (Dept. of Clothing & Textile, Jeonbuk National University) ;
  • Yum, Haejung (Dept. of Clothing & Textile, Institute of Human Ecology, Jeonbuk National University)
  • 빈삼 (전북대학교 의류학과) ;
  • 염혜정 (전북대학교 의류학과, 인간생활과학연구소)
  • Received : 2021.02.07
  • Accepted : 2021.05.05
  • Published : 2021.07.30
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Abstract

In December 2019, when the novel coronavirus (nCoV) was identified in Wuhan, Hubei, China, the number of people belonging to post-90s generation among about 42,000 medical staffs personnel supporting Hubei was 12,000 or more, accounting for about 33.3% of the total number of personnel. The term "post-90s generation" generally indicates young people born from 1990 to 1999. The study scope is the 1990-2020 period between the birth of post-90s generation and present. Literature and empirical studies are performed. Generational characteristics and fashion trends shown only by post-90s generation through precedent studies and reports are as follows: First, generational characteristics of post-90s generation can be categorized into the following three characteristics: "sang wenhua", "collective loneliness", and "diversified identity". Second, fashion trends of the post-90s generation can be categorized into the following three characteristics: "new Chinese style fashion", "masstige fashion", and "de-labeling fashion". The above results show that the post-90s generation uses "culture" and "me" as keywords. Further, the above trend is consequently divided into the following two characteristics: "diversification" and "individualization". This is because the post-90s generation is directly affected by the reform and opening and the 9-year compulsory education policy of China compared to the previous generations; hence, these people are greatly influenced by Western culture and fashion as well as their own culture and fashion. It refers having a tendency to express one's individuality with a variety of tastes and styles.

Keywords

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