• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.2 s.161
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• pp.225-235
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• 2007

The purpose of this study is to grasp the character of consumers and the situation of domestic kidult fashion market. By grasping the distribution of kidult generation and the factors of product-selection based on products images, this research could be a substantial data to kidult associated company product planning and marketers. Subjects for this study were 213 Daegu women from 20 to 30 yearn of age who have high propensity to kidult. The statistical treatment of material used by SPSS 1.0 program consists of frequency analysis, factor analysis, multiple regression analysis, cluster analysis, and t-test. As a results, the characteristics of kidult consumers are classified as six factors. On image toward of kidult fashion goods, there was a significant difference 20 and 30 aged generation. According to fashion goods group, each group recognized on image of fashion products as follow: Group A is 'fancy', group B is 'childish', group C are 'familiarity', group D was recognized as 'fancy' and was identical to A on adjective expression, but was different A on recognition. All consumer characteristics of fun, character, girlish, nostalgia have a significant relation with the recurrence of products selection factor, and its order was character, girlish, nostalgia, and fun.