The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Investigating factors influencing genderless fashion preferences - A focus on self-esteem, sociocultural attitude toward appearance, and gender role identity -

젠더리스패션 선호에 영향을 미치는 요인에 관한 연구 - 자아존중감, 외모에 대한 사회문화적 태도, 성역할정체감을 중심으로 -

  • Hyun Ji Lee (Dept. of Fashion Design & Merchandising, Kyungsung University)
  • 이현지 (경성대학교 패션디자인학과)
  • Received : 2022.12.29
  • Accepted : 2023.12.01
  • Published : 2023.12.31
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Abstract

The study aimed to investigate the factors influencing genderless fashion preferences. The questionnaires were collected from men and women participants aged 20 to 49 living in Seoul City and Gyeonggi Province. Data analysis involved factor analysis, t-test, ANOVA, and regression analysis. The findings revealed that genderless fashion preference comprised four factors, namely individuality pursuit, deviation from norms, fashion pursuit, and social recognition pursuit. Self-esteem encompassed two factors positive self-esteem, and negative self-esteem. while sociocultural attitude toward appearance consisted internalization, and awareness. Second, positive self-esteem significantly influenced individuality pursuit and deviation from norms in genderless preference factors. Third, sociocultural attitude toward appearance had a significant effect on genderless fashion preference, with awareness particularly exerting a significant effect on individuality pursuit, fashion pursuit, and social recognition pursuit. Fourth, genderless fashion preferences exhibited differences based on gender role identity in factors such as individual pursuit, norm avoidance, and trend pursuit. Lastly, demographic characteristics such as age, education, occupation, and monthly income revealed significant differences in genderless fashion preferences. From the results of the study, it was found that consumers perceived individuality pursuit, fashion pursuit, and social recognition pursuit as important influencing factors of genderless fashion preferences. In addition, it is necessary to create an independent brand identity by developing various items to express consumers' individuality, differentiated brand concepts from other brands, and store displays.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A5B5A07092423).

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