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http://dx.doi.org/10.12940/jfb.2021.25.2.110

Changes in Consumer Perception of One Mile-Wear and Home Wear: The Impact of Covid-19 Outbreak  

Choi, Yeong-Hyeon (Dept. of Clothing and Textiles, Hanyang University)
Lee, Kyu-Hye (Human-Tech Convergence Program, Dept. of Clothing and Textiles, Hanyang University)
Publication Information
Journal of Fashion Business / v.25, no.2, 2021 , pp. 110-126 More about this Journal
Abstract
This study aims to explore consumers' perception regarding "one-mile wear" and "home wear" fashion, an emerging trend during the Coronavirus disease (COVID-19) pandemic, and to identify the changes in consumers' perception of this style before and after the pandemic. The data collection period was set as one year before and after the outbreak as of January 1, 2020, and blog posts with keywords "one-mile wear" and "home wear" were collected. Further, textual data crawled and refined using Python 3.7 libraries, and centralities were measured and visualized through NodeXL 1.0.1 and Ucinet 6. According to the results, first, consumers' perception regarding one-mile wear fashion was divided into the following eight categories: wearing situation, expected attribute, style, item, color, textile, shape, and target wearer. Second, before the pandemic, home wear was recognized as pajamas or indoor wear; after the pandemic, home wear was recognized as one-mile wear, outdoor wear, and daily wear. Moreover, keywords, such as "telecommuting", "social distancing", "untact", and "upper body", appeared after the pandemic. It was confirmed that consumers' perception of home wear was affected by the pandemic.
Keywords
one-mile wear; home wear; Covid-19; consumer perception;
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