Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지
DOI QR코드

DOI QR Code

Characteristics of Fashion Contents of Domestic Male Fashion YouTubers

국내 남성 패션 유튜버 및 패션 콘텐츠 특성 연구

  • 홍윤정 (유한대학교, i-패션디자인학과)
  • Received : 2021.11.24
  • Accepted : 2022.02.14
  • Published : 2022.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study analyzed characteristics of domestic male fashion YouTubers and fashion contents in accordance with the need to analyze various content demands and testes of male consumers in the fashion industry. Using literature research and fashion expert evaluation, characteristic factors of fashion YouTubers were derived and the popular content of fashion YouTubers was classified by subject to analyze contents according to characteristics of YouTubers. Based on literature research, ten representative male fashion YouTubers were evaluated by fashion experts. Characteristics of male fashion contents in Korea were derived from attractiveness-friendliness, friendliness, professionalism-friendliness, and expertise. Contents of male fashion YouTubers were mainly composed of styling contents that could feed back daily looks, fashion-related information contents, and Vlogs. They mainly dealt with daily fashion coordination evaluation made by YouTubers. Based on the proportion of fashion information easily accessed by ordinary men through single fashion item's recommendations, shopping know-how or styling tip was mainly dealt with. This study was significant in that it analyzed characteristics and contents of male fashion YouTubers according to the need to analyze various content demands and tastes of male consumers who have recently emerged as an important consumer group in the fashion industry.

Keywords

References

  1. Boxgganam's Car Introduction Video. (2021). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=tgqEdPkOz4U&t=15s
  2. Boxgganam's Haul Video of Accessories. (2018). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=50PDWMqeoZI&t=11s
  3. Boxgganam's Unboxing Video of the Grobal Luxury Brand. (2019). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=I0FA068Bq1k&t=6s
  4. Boxgganam's Watch Introduction Video. (2019). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=scOasW5IeEo&t=2s
  5. Choi, Y. (2021). A Study on the relationship between fashion YouTubers' video contents and fashion YouTubers' characteristics. Journal of Fashion Design, 21(2), 157-175. doi:10.18652/2021.21.2.10
  6. Choi, Y., & Lee, K. (2021). Consumers' responses of fashion YouTube creators as informations: Generational and gender differentiation. Fashion and Textile Research Journal, 23(2), 212-225. doi:10.5805/SFTI.2021.23.2.212
  7. Classy TV's Manner Tip Video. (2018). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=oMDRSay3Gf8
  8. Classy TV's Watch Introduction Video. (2018). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=we1DOYicIQY
  9. Fit the Size's Recommendation of Athletic Wears 1. (2019). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v= cII35rUWqsI
  10. Fit the Size's Recommendation of Athletic Wears 2. (2020). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=Pmf-Ym1FTjc&t=468s
  11. Ggang Stylist's Changes of Korean Men's Fashion. (2021). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=WDTJRmZ2TAY
  12. Ggang Stylist's Dailylook Feedback. (2020). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=tkBYHGuhX1A&t=47s
  13. Her, Y. (2019). A study of viewers' responses to fashion luxury haul contents (Unpublished master's thesis). Seoul National University, Seoul, Korea.
  14. Hohosi's Fashion Color. (2019). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=b8qPkMVE6Zw
  15. Hohosi's Fashion Image Styling. (2019). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=6M-fWDtAKqY&t=103s
  16. Hohosi's Visiting a Fashion Brand Store. (2020). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=ZJNC89fsU3o&t=15s
  17. Hohosi's Visiting a Tailor Shop. (2020). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=Jg76HTtM06Y&t=484s
  18. Jeong, H., Park, K., & Kim, H. (2019). A study on contents analysis of fashion creator channels on Youtube. Proceedings of 2019 Conference on Korean Association of Human Ecology (pp. 166). Seoul: Korean Association of Human Ecology.
  19. Jeong, H. & Kim, H. (2021). The effects of male consumer clothing consumption values on the perceived attributes of online fashion multi-brand store and use intention. Journal of Fashion Business, 25(2), 18-33. doi:10.12940/jfb.2021.25.2.18
  20. JJung Dae's Daily Look Feedback. (2018). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=Kfiw07D5F4Q&t=2s
  21. Joon-Peanut's Fashion & Beauty Haul Video. (2017). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=rU7k3rr68V0
  22. Joon-Peanut's Visiting the Vintage Market. (2017). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=1rlHJTX8QbI&t=106s
  23. Joon-Peanut's Purchase Review of Fashion Item. (2016). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=dJmj4iI-4o4&t=13s
  24. Joon-Peanut's Vlog. (2018). [Video file]. YouTube. Retrieved August 8, 2021, from https:// www.youtube.com/watch?v=ibDjRIVRBfI&t=1s
  25. Kang, M., Jeong, E., & Cho, H. (2020). The immersion factors and characteristics of Youtube channels for generation Z. Journal of Korean Contents Association, 20(2), 150-161. doi:10.5392/JKCA.2020.20.02.150
  26. Kim, K., & Kim, Y. (2020). A case study on the content types and characteristics of global fashion YouTubers. The Research Journal of the Costume Culture, 28(3), 389-407. doi:10.29049/rjcc.2020.28.3.389
  27. Kim, S., & Kim, E. (2019). Analysis on contents of beauty creator's in personal media: Focused on YouTube four men creators such as LeoJ, Hoonion, Hwan'e and Wondin. Journal of the Korean Society Design Culture, 25(3), 37-53. doi:10.18208/ksdc.2019.25.3.37
  28. Lee, C., & Lee, S. (2020). A study on the interest of SNS users according to new media fashion content types: Focus on Vogue Korea's official Instagram. Journal of Fashion Business, 24(1), 75-87. doi:10.12940/jfb.2020.24.1.75
  29. Lee, G. (2020, October 8). 한국의 '국민 앱'은 유튜브...누가 가장 많이 보나? [Korea's "national app" is YouTube...Who watches it the most?]. Dongailbo. Retrieved August 8, 2021, from https://www.donga.com
  30. Lee, H., & Yu, H. (2017). An exploratory study on negative characteristics of multi channel network content, and introduction of relevant regulations. Journal of Korean Speech, Media & Communication Research, 16(1), 119-152. doi:10.22902/jsmcr.2017.16.1.004
  31. Lee, H. (2019, May 30). "분야별 수입이 가장 많을 것 같은 유튜버는?" ["What kind of YouTuber do you think has the highest income by field?"]. The Outsourcing Times. Retrieved August 8, 2021, from http://www.outsourcing.co.kr
  32. Lee, H., & Oh, H. (2020). A study on experience value and users' responses of men's beauty YouTubers contents. The Treatise on The Plastic Media, 23(3), 47-55. doi:10.35280/KOTPM.2020.23.3.6
  33. Lee, S. (2016). Contradictory coexistence of the mechanism of women's stereotyped body image and post feminist interpretation in the interlocking system of mass-media and surgical industry: Based on the analysis of image narrative in TV makeover show program. Journal of Korean Association of Women's Studies, 32(2), 71-112. Retrieved from https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002117140
  34. Lee, S. (2021, December 3). "깡스타일리스트 제품은 믿고산다" ["I trust Kang Stylist's products"]. Korean Textile News. Retrieved August 8, 2022, from http://www.kt news.com
  35. Oh, J. (2020, October 8). 한국인, 한달 평균 30시간 유튜브 본다 [Korean watch YouTube for an average of 30 hours a month]. SeDaily. Retrieved August 8, 2021, from https://www.sedaily.com
  36. Oh, R. (2020, October 8). 못말리는 한국인의 유튜브 사랑...4300만명이 한달 30시간 본다 [Korean's unstoppable love for YouTube...43 million people watch 30 hours a month]. Chosunilbo. Retrieved January 20, 2022, from https://www.chosun.com
  37. Park, H. (2019, October 11). 패션도 '유튜브' 마케팅이 대세 ['YouTube' marketing is the trend for fashion]. Apparel News. Retrieved December 22, 2021, from http://www.apparelnews.co.kr
  38. Park, J. [Juha]. (2019). A study on fashion YouTube consumption of generation Z (Unpublished master's thesis). Seoul National University, Seoul, Korea.
  39. Park, J. [Jinsu]. (2020). The effect of communication of YouTube luxury haul video creator on subscribing intention (Unpublished master's thesis). Seoul National University, Seoul, Korea
  40. Park, J., [Juha]. & Chun J. (2020). A study on lookism expressed in YouTube's fashion contents: Focused on videos and comments. Journal of Fashion Design, 20(1), 35-53. doi:10.18652/2020.20.1.3
  41. Park, J., [Juha]. & Kim, J. (2020). A study of male subculture on fashion contents of YouTube: Focusing on Dick Hebdige's subculture theory. Fashion & Textile Reseasrch Journal, 22(6), 727-738. doi:10.5805/SFTI.2020.22.6.727
  42. QYoung's Visiting the SPA Store. (2017). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=NvDG8CE-OCw&t=35s
  43. QYoung's Vlog. (2017). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=gd01g_3WtFc&t=1s
  44. Seo, J. (2020, October 15). 유튜브와 크리에이터, 그리고 힙한 패션 콘텐츠 [YouTube, creators, and hip fashion contents]. Fashion Insight. Retrieved January 20, 2022, from http://www.fi.co.kr
  45. Song, C. (2021, April 20). 남성복, 유튜버 마케팅으로 2030 잡아볼까 [Men's clothing. Should I get 2030 through YouTuber marketing?]. Apparel News. Retrieved December 22, 2021, from https://www.apparelnews.co.kr
  46. Still, YouTube's "Overwhelming". (2019, December 1). MBN. Retrieved August 8, 2021, from Retrieved August 8, 2021, from https://mk.co.kr
  47. Style Guide Choi Geo Yul's Daily Look Feedback. (2018). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=MQULjkkCDK8
  48. Style Guide Choi Geo Yul's Styling Video (2018). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/ watch?v=MQULjkkCDK8
  49. Zhu, L. (2017). The effect of beauty Youtuber's marketing communication characteristics on product purchase intention: Credibility and brand attitude as mediators. (Unpublished master's thesis). Han Yang University, Seoul, Korea.
  50. Zzanggudaddy's Coordination Tip. (2018). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=wAmDzsdYqZs&t=267s
  51. Zzanggudaddy's Shopping Item Check. (2018). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=d1nDgO0wxB4&t=1s
  52. Zzanggudaddy's Shopping Tip. (2019). [Video file]. YouTube. Retrieved August 8, 2021, from https://www.youtube.com/watch?v=mwY1FDzC9nI&t=1253s