Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

Exploring Fashion Trends Using Network Analysis

사회연결망 분석을 활용한 패션 트렌드 고찰

  • Park, Jisoo (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/The Research Institute of Human Ecology, Seoul National University)
  • 박지수 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2013.10.25
  • Accepted : 2014.06.12
  • Published : 2014.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

Reading and foreseeing fashion trends is crucial and difficult in the fashion industry due to accelerated and diversified changes in fashion trends. We use network analysis to investigate fashion trends from 2004 to 2013 in order to find the inter-relevance among fashion trends. We extracted words from fashion trend info for women's wear provided by Samsung Design Net, created a 2-mode network of seasons and trend languages, and visualized this network using NodeXl program. Fashion trends repeated a unique pattern during the period. In the first half (2004-2008), retro modern, feminine modern, and ecological modern were dominant trends in consecutive order. The years 2009-2013 witnessed distinctive fashion trends in S/S seasons and in F/W seasons. 11F/W, 12F/W and 13F/W seasons were characterized by artistic creative style. From 2010, natural style dominated S/S seasons. 10S/S and 12S/S seasons were distinguished as a calm natural style that reflected a peaceful and simple life. In 11S/S and 13S/S seasons, soft natural style emerged as a sign of increased importance of inner spirit and natural energy. A seasonal reappearance of trends was observed every two years in S/S seasons that enabled the prediction that 14S/S will see another version of natural style. A macroscopic trend for the last 10 years was represented by the keywords 'modern' and 'natural'. 'Modern' involved the past styles such as 60's, Baroque and the origin of human life. 'Natural' was connected with design elements such as material, silhouette and color. Managerial implications and future study directions are discussed based on the results.

Keywords

References

  1. Aggarwal, P., Vaidyanathan, R., & Venkatesh, A. (2009). Using lexical semantic analysis to derive online brand positions: An application to retail marketing research. Journal of Retailing, 85(2), 145-158. https://doi.org/10.1016/j.jretai.2009.03.001
  2. Baek, M. Y., & Kim, Y. K. (2009). A study on the characteristic of domestic fashion color trend. Journal of the Korean Society of Fashion Design, 9(2), 75-88.
  3. Bavelas, A. (1950). Communication patterns in task-oriented groups. The Journal of the Acoustical Society of America, 22(6), 725-730. https://doi.org/10.1121/1.1906679
  4. Chabowski, B. R., Mena, J. A., & Gonzalez-Padron, T. L. (2011). The structure of sustainability research in marketing, 1958-2008: A basis for future research opportunities. Journal of the Academy of Marketing Science, 39(1), 55-70. https://doi.org/10.1007/s11747-010-0212-7
  5. Cho, H. S., & Lee, J. (2005). Development of a macroscopic model on recent fashion trends on the basis of consumer emotion. International Journal of Consumer Studies, 29(1), 17-33. https://doi.org/10.1111/j.1470-6431.2005.00370.x
  6. Freeman, L. C. (1978). Centrality in social networks conceptual clarification. Social Networks, 1(3), 215-239. https://doi.org/10.1016/0378-8733(78)90021-7
  7. French, A., & Smith, G. (2013). Measuring brand association strength: A consumer based brand equity approach. European Journal of Marketing, 47(8), 1356-1367. https://doi.org/10.1108/03090561311324363
  8. Horx, M. (2004). Future fitness. Seoul: Nexus Books.
  9. Im, S., & Lee, H. (2012). Trend analysis on cross-cultural marketing research using social network analysis. Korean Journal of Advertising, 23(8), 163-186.
  10. Isaacson, W. (2012). The real leadership lessons of Steve Jobs. Harvard Business Review, 90(4), 92-102.
  11. John, D. R., Loken, B., Kim, K., & Monga, A. B. (2006). Brand concept maps: A methodology for identifying brand association networks. Journal of Marketing Research, 43(4), 549-563. https://doi.org/10.1509/jmkr.43.4.549
  12. Kim, D. W., & Park, C. H. (2007). A study on the analysis of fabric trend terms and finishing-Women's wear fabrics for spring/summer seasons for 10 years (1995-2004)-. Journal of the Korean Society of Clothing and Textiles, 31(2), 217-224. https://doi.org/10.5850/JKSCT.2007.31.2.217
  13. Kim, H. K., & Kim, Y. I. (2007). Factors on design trends and color trends in the late 20th century. Journal of Korean Society of Design Science, 69, 5-20.
  14. Kim, M. J., Jung, S. Y., & Park, M. J. (2012). Analysis of knitted fabrics in fashion trend books-Focused on 2002- 2011-. Journal of the Korean Fashion & Costume Design Association, 14(2), 127-145.
  15. Kim, S. Y., Song, E. J., Park, S. J., Hyun, J. O., & Lee, E. S. (2009). Analysis & application methodology of design trends. Journal of Korean Society of Design Science, 22(5), 109-120.
  16. Kim, Y. H. (2004). Social network theory (2nd ed.). Seoul: Pakyoungsa.
  17. Kim, Y. H. (2011). Social network analysis (3rd ed.). Seoul: Pakyoungsa.
  18. Ko, E., & Kim, S. S. (2009). The analysis of products characteristics on hit brands for fashion trend forecasting-Focused on 1996-2005-. Journal of the Korean Society of Fashion Design, 9(3), 67-79.
  19. Ko, E., & Lee, J. H. (2008). An analysis of the fashion trends in Korea over the last 10 years (1996-2005). Journal of the Korean Society of Costume, 58(9), 18-28.
  20. Ko, S. Y., Park, Y. S., & Park, M. J. (2010). Analysis of fashion design characteristics and cycles of knit fashion trends. The Research Journal of the Costume Culture, 18(6), 1274-1289.
  21. Lim, H. S. (2009). A study on the fashion trend under depression. Journal of the Korean Society of Fashion Design, 9(4), 61-75.
  22. Lixia, C., Weidong, G., Xi, Z., Yuzheng, L., & Ruru, P. (2009). Review of researches on fashion color prediction based on Grey systems theory. Proceedings of 2009 IEEE International Conference on Grey Systems and Intelligent Services, China, 383-387.
  23. Nahm, J. K., & Geum, K. S. (2001). A study on the analysis of fashion trends in 1990s-Focus on the themes of womens' fashion-. Journal of the Korean Society of Clothing and Textiles, 25(9), 1645-1654.
  24. Otte, E., & Rousseau, R. (2002). Social network analysis: A powerful strategy, also for the information sciences. Journal of Information Science, 28(6), 441-453. https://doi.org/10.1177/016555150202800601
  25. Park, H. O., & Lee, J. S. (2010). A study on the type of material representation and color trend according to adjective image. Design Convergence Study, (24), 38-48.
  26. Park, H. W., & Leydesdorff, L. (2004). Understanding KrKwic: A computer program for the analysis of Korean text. Journal of the Korean Data Analysis Society, 6(5), 1377-1387.
  27. Park, S. (1999). A study on affective space model for surface design. Unpublished doctoral dissertation, Yonsei University, Seoul.
  28. Pieters, R., Baumgartner, H., Vermunt, J., & Bijmolt, T. (1999). Importance and similarity in the evolving citation network of the International Journal of Research in Marketing. International Journal of Research in Marketing, 16(2), 113-127. https://doi.org/10.1016/S0167-8116(99)00008-7
  29. Ryu, H. J. (2010). Trend image and major trend of fashion since 2000. Journal of the Korean Fashion & Costume Design Association, 12(3), 73-82.
  30. Shim, H., Kim, Y., Shon, H., & Lim, J. (2011). An exploratory usage pattern research of smartphone and social media users through semantic network analysis: Gender and age differences in perception and evaluation of usage pattern. Korean Journal of Broadcasting, 25(4), 28-138.
  31. Teichert, T. A., & Schontag, K. (2010). Exploring consumer knowledge structures using associative network analysis. Psychology and Marketing, 27(4), 369-398. https://doi.org/10.1002/mar.20332
  32. Trend: For women. (2005). Samsung Design Net. Retrived September 21, 2013, from http://www.samsungdesign.net/Trend/sfitrends/ForWomen/style_index.asp?an=98&year1=2005&season=fw
  33. Trend: For women. (2007). Samsung Design Net. Retrived September 21, 2013, from http://www.samsungdesign.net/Trend/sfitrends/ForWomen/style_index.asp?an=98&year1=2007&season=ss
  34. Wasserman, S., & Faust, K. (1994). Social network analysis: Methods and applications (Vol. 8). Cambridge: Cambridge University Press.
  35. Yu, J. H. (2004). A analysis of turning point of fashion cycle- Compare 1997 and 2002. The Research Journal of the Costume Culture, 12(3), 327-338.
  36. Yu, Y., Hui, C. L., & Choi, T. M. (2012). An empirical study of intelligent expert systems on forecasting of fashion color trend. Expert Systems with Applications, 39(4), 4383-4389. https://doi.org/10.1016/j.eswa.2011.09.153

Cited by

  1. Analysis of Properties of Fashion Trading Areas Using Network Analysis Technique vol.40, pp.2, 2016, https://doi.org/10.5850/JKSCT.2016.40.2.203