• The Research Journal of the Costume Culture
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• v.22 no.1
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• pp.42-54
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• 2014

This research used an experimental design in an effort to assess the influence of brand gender and salespeople on the attitudes toward brands according to the males' gender identity traits. The study used a three-way split-plot experimental design, and data were analyzed by t-tests, and ANOVA. The subject of this research was men in their 20s and 30s, and a total of 178 people were selected through convenience- sampling. The findings are as follows: first, masculine male consumers preferred masculinity fashion brands; however, androgynous consumers preferred brands that reflect androgyny. Second, there were no differences in brand attitude according to the gender of the salesperson for the masculinity group, but the androgynous group estimated the brands as better when the salesperson was female. Third, there were no differences in the brand attitudes among consumers according to gender of the salesperson for the Galaxy; however, for Solid Homme, brand preference was stronger when the salesperson was a woman. Fourth, the influence of brand gender and salesperson gender on brand attitudes differed according to the gender of the consumer. Therefore, apparel companies must clearly understand the characteristics of consumer gender identity and execute proper marketing strategies in order to induce stronger positive attitudes toward their brands. Moreover, apparel companies should perceive that brand gender and the gender of the salesperson can consequently encourage brand preferences.

• International Journal of Costume and Fashion
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• v.4 no.2
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• pp.30-39
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• 2004

This study aims to investigate various cultural activities of the Korean youth including the subcultural and popular cultural activities and their characteristics and influences on the youth fashion during the period 1996-2004. This study employs a qualitative approach based on the previous discussions of relevant literatures dealing with Korean youth culture and their fashion styles. The result of the study shows that the most prominent characteristic in youth fashion of the period was 'bricolage.' The appearance of 'Seotaiji' and the activities of his group laid the cornerstone of youth culture in the early 1990's. The influence of postmodernism changed the conventional sexism and androgynous outfit thrived. The androgynous effect also had strong influence on men's fashion in what turned out to be Metro-Sexual in early 2004. During the period 2000-2004 the postmodernism regained its popularity both in culture and fashion. 'Body' was also an important part of youth culture and has become the most popular and prevalent word of this era. At the same time the 'Well-Being' and sports look were the new trend of youth fashion. Sports look, also known as Caports, is one of these new trends and the most important youth fashion style like mix & match reformation. The youth became more and more aware of the body image and were interested in fashion as well. This trend awareness of their body and Well-Being image as well as their inclination to the fashion in the youth is expected to continue. Therefore the fashion industry, as their marketing strategy, needs to analyze the characteristics of the cultural trends among the youth and to prepare for the future need of youth fashion.

• Journal of the Korean Society of Costume
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• v.33
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• pp.255-267
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• 1997

The objective of this study was to examine how clothing pattern preferences vary accod-ing to sex role identity gender and age. Questionnaire of shirt pattern prefere-nces and short form Bem Sex Role Inventory was administered to 627 men and women(10's to 40's) in Kwangju City. Sex role identity was classified in androgynous masculine feminine and undifferentiated type. 1. The men liked thick horizon thin check and plaid pattern better than the women while the women small flower one. 2. The 10's liked thick horizon thin check and plaid pattern better than the women while the women small flower one. 2, The 10's liked thick horizon pattern better than the others, 3. On the interaction effect according to gender and age the women in their 30's liked polka dots pattern better than the men while the women in their 10's and 20's liked plaid pattern better than the women in their 30's and 40's 4. On the interaction effect according to sex role identity and age the masculine type in their 30's and 40's disliked small flower pat-tern while the feminine type in their 30's and 40's liked it. The women in their 30's liked small flower pattern while the 10's disliked it more than the others. 5. The androgynous type liked thin check and plaid pattern better than the others. The present findings provide that sex role identity gender and age influenced clothing pattern preferences. Gender and age had sig-nificant interaction effects on the preferences. The traditional connections between sex role identity and flower pattern perferences were confirmed only in the 30's and 40's.

• Journal of the Korean Society of Costume
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• v.54 no.6
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• pp.119-130
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• 2004

The purpose of this study was to analyze the characteristics of 1980s' oversize fashion. Especially in 1980s, there were some characteristics that the leading style did not exist as the other decades, but instead of that, various styles coexisted and the existing traditional rule of fashion was destroyed. On the basis of such background, the moulding nature resident in oversize fashion is considered and analyzed as follows. Firstly, 1980s is the time of power suit booming and through such clothes, women disclosed their consciousness that they want to be equal with men. Secondly, In contrast to that a shoulder pad was the trademark of 1980s' clothes, the social aspect that Japanese designers' clothes of layered look and them of grunge look coexisted is directly expressed through these oversize clothes. Thirdly, In 1980s of the time that people's interest to health risen, sports wear was developed to be everyday wear and furthermore, it had variously influences on high fashion so that developed to big look. Fourthly, when it comes to 1980s' clothes, the atmosphere of society denying apparent boundary between sex at that time was resident in androgynous look and the folklore image of sexless style by their appearance in oversize fashion. What is this situation that the style of the past time is popular in the 21st century even such intentional spirit of challenge already passed？ Maybe for women, the one way of expressing themselves is through their clothes, and for such reason, it can be considered that the social meaning resident in 1980s' clothes is re-examined in the present age.

• Journal of the Korean Society of Clothing and Textiles
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• v.7 no.2
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• pp.37-44
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• 1983

The purpose of this study was to investgate the relationship between two aspects of sex role and two aspects of clothing behavior. For Sex Role: Sex role attitude was measured by Smith, Ferree, and Miller's Feminism Scale, and sex role personality was measured by Bem's Sex Role Inventory. For Clothing Behavior: a unisex clothing behavior questionnaire was developed for this study, and general clothing behavior was assessed with Lee; Kahng; Kim; and Kim's questionnaires dealing with fashion and modesty. The questionnaires were administered to a sample of male and female college students attending universities in Seoul. The data for 349 respondents were analyzed by correlation, analysis of variance and t-tests. The results were: 1) Liberal attitudes toward sex role were positively related to unisex clothing behavior for female college students. 2) The androgynous female group exhibited significantly higher 'interest in unisex clothing behavior' attitude than non-androgynous female students. 3) Feminine personality in men was positively related to a positive attitude toward unisex clothing. Masculinine personality in women was positively related to unisex clothing behavior that is they were more likely to be interested in, to wear, and to agree to others wearing unisex clothing. 4) Liberal attitudes toward sex role were not related to modesty in clothing. 5) Scores of women on positive attiudes toward liberal sex roles, unisex clothing behavior, fashion, and modesty were significantly higher than these of men.

• Fashion & Textile Research Journal
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• v.13 no.1
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• pp.82-90
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• 2011

This study examines if men in the 20's and 30's have different preference for bag types according to their age and gender-role identity types in order to provide foundational data for the male bag market to segment its customers and establish marketing strategies. Total 288 questionnaire sheets were distributed to 186 men in the 20's and 102 men in the 30's residing in Busan. First, according to the result of analyzing their preference for bag types, adult men in the 20's and 30's preferred cross bags the most. It was also shown that men who are feminine or androgynous prefer back packs, shoulder bags, and tote bags to the other two types. Second, about cross bags, men in the 20's showed a higher rate of having two or three than those in the 30's. Men in the 20's possessed back packs more than those in the 30's. And men tend to show a lower rate of having shoulder bags compared with that of cross bags or back packs. Men in the 30's possessed briefcases more than those in the 20's. Masculine men had more briefcases than the other types of bags, and androgynous men tend to have more tote bags than the other types of bags. Third, men in the 20's and 30's all deemed that back packs go well with the casual style. Men in the 20's regarded shoulder bags are the type of bags that harmoniously matches all styles including casual or semi-suit; however, men in the 30's think they only suit casual or semi-suit. And it was also found that men in the 20's think briefcases are the type of bags that goes well with various styles of clothes while men in the 20's consider they are the type of bags only matching suits.

• Journal of the Korean Society of Clothing and Textiles
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• v.19 no.4
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• pp.590-601
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• 1995

The purpose of the study is to investigate the effects of physical attractiveness and dress on evaluation of female job Applicants in terms of suitable employment potential and job- type. The study was a 2$\times$3 between subject factorial design with two levels of attractiveness (attractive, moderately attractive) and three levels of dress image(masculine, androgynous, feminine). A group of clothing experts and the middle.level management staffs within a large corporation selected two models(attractive, moderately attractive) through two-step evaluation Process after viewing photographs of 50 female university students. Dresses in three levels were selected by a group of five experts. Two models were photographed with controlled background in three different clothes. Data were collected from 162 management level staffs enrolled in the Top Business Management, The Top Policy Science and the Top Press Information Graduated School of Korea University. Each respondent saw photograph and evaluated the applicant in terms of eight items of employment potential and suitable job type (management position vs. secretary) The results of this research were as follows: 1. Physical attractiveness had significant influences on applicants 'employment potential. Attractive applicant's emplolyment potential was evaluated higher than moderately attract live applicant. 2. Dress had little influence on female job applicants 'employment potential, but dress of androgynous image was evaluated relatively positively. 3. Physical attractiveness had some influences on the evaluation of suitable job-type. The attractive applicant was judged to fit in as a secretary and the moderately attractive model in management position.

• The Research Journal of the Costume Culture
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• v.31 no.1
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• pp.91-106
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• 2023

This study examines how the concept of gender fluidity-viewing gender identity as a fluid and wide spectrum-is represented in modern knit fashion collections. The period spring/summer 2017-fall/winter 2021, when gender-related fashion keywords started attracting attention, was limited to the last five years, and the results of a case analysis focused on a total of 357 knit fashion photos are as follows. First, the androgynous compromise through the mixing of heterogeneous elements appears as a mix-and-match style due to the patchwork of heterogeneous materials and forms that borrow or share masculinity and femininity. Second, it was confirmed that the dismantling exaggeration caused by the destruction of the size and form of clothes was an avant-garde image that exaggerated the size or length of clothes or destroyed ideas and forms. Third, the exposed sensuality caused by the deformation of the fluid knitting technique was shown in the form of proudly expressing sexuality by exposing the body either using the cut-out technique or through the loose texture of the knit. Knit fashion can highlight decorative effects using handcrafted techniques and express a detailed or coarse sense of organization depending on the density. In addition, since it is possible to create a complex image by juxtaposing and mixing various knit structures, it was confirmed that it is a suitable material for expressing gender fluidity flowing between men and women in fashion.

• Journal of Families and Better Life
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• v.11 no.2
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• pp.156-168
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• 1993

This paper has two purpose. The primary purpose is to investigate how the middle ages women of Korea describe their own masculinity femininity and gender role identity. Secondary purpose is to find out how the masculine and the feminine are related to socio demographic feature and physical symptom. The questionaire sheets of 327 use from middle aged woman of 39 years to 59 years old with their last child is more than 10 years old. The summerized results of study are as follows: 1) The overall tendency in gender role identity of middle aged women. the undifferentiated type(36.70%) was the most and have shown the androgynous type(30.58%) by the next. 2) The employed middle aged women inducated higher masculinity than the unemployed middle aged women and felt the lesser physical symptoms conciousness. In case of occupation of husband is higher social status the femininity was higher the others. and in the group has not daughter or shorter marital period the femininity was higher.

• Journal of the Korean Home Economics Association
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• v.49 no.3
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• pp.1-10
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• 2011

This paper reports on a study of the morphological design trends and characteristics of vests in contemporary fashion for women. A review of the relevant literature was conducted, and visual images found in various collections displayed in local and foreign papers and on internet web sites over the period 2001 to 2009 were analysed. The analysis of the vest designs showed that 78% had no collar, 41.8% were waist-length, 70.5% used general fabrics of various colors and patterns, 98.2% had a single fastening system, 69.8% used buttons for fastening, and 67.4% were intended to be worn as outwear over inner wear items such as a shirt or blouse. The trends in vest design were characterized by the expression of an androgynous image, by creative diversity and by an escape from traditional forms.