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http://dx.doi.org/10.12940/jfb.2021.25.3.1

Generational Characteristics and Fashion Trends of China's Post-90s Generation  

Bin, Sen (Dept. of Clothing & Textile, Jeonbuk National University)
Yum, Haejung (Dept. of Clothing & Textile, Institute of Human Ecology, Jeonbuk National University)
Publication Information
Journal of Fashion Business / v.25, no.3, 2021 , pp. 1-16 More about this Journal
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
China; generation; post-90s generation; generational characteristic; fashion trend;
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