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http://dx.doi.org/10.7741/rjcc.2017.25.2.192

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

Shin, Kyoung Rok (Fashion Merchandising Major, Graduate School of Design, Kookmin University)
Lee, Eun-Jung (Dept. of Fashion Design, College of Design, Kookmin University)
Publication Information
The Research Journal of the Costume Culture / v.25, no.2, 2017 , pp. 192-205 More about this Journal
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
bespoke; customized suit; needs for uniqueness; clothing benefits; appearance concern;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
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