디지털 신세대의 문화코드와 패션 경향 연구

• 영문명: A Study on Cultural Codes and Fashion Trends of Digital Generation
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 김지영(Ji Young Kim)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제11권 1호, 179~192쪽, 전체 14쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2007.05.29

영문 초록

  As culture has become the new key words for fashion, young people, who seek to share cultures in which they are interested, or sentiments with others, have built various networks both on-line and off-line.
  The purpose of this study was to research the cultural codes and fashion trends of young digital generation aimed to contribute to the establishment of effective design plans and marketing strategies.
  The cultural codes of young digital generation were differentiated individualization, consumption according to value, participation through share and communication, and entertainment culture. The propensities to consume of digital generation were ‘fast fashion’ and ‘bipolar consumption’. Fashion trends of digital generation could be summarized as sporty fashion, hybrid fashion, and entertainment fashion.
  According to these findings of the research on cultural codes and fashion trends of young digital generation, it is anticipated that active and practical markets for young digitals will expand and become more segmented. It is necessary to establish specific marketing strategies that satisfy the polarized consumption behavior of youth and incorporate fun-factors.

목차

Abstract
Ⅰ. 서론
Ⅱ. 디지털 신세대의 문화코드
Ⅲ. 디지털 신세대의 패션경향
Ⅳ. 결론
참고문헌

키워드

cultural codes fashion trends digital generation