Abstract
This study is to find out the changes and features of male consumers' life style and purchase tendency according to the change of Korean fashion market, and based on which to suggest the design for the 20s men as well as a proper distribution channel for it. Documentary research and investigation were done together for the study. By reviewing documents focused on previous studies and declaring the change of men's fashion shopping tendencies and the following changes and features of their fashion sense and styles a conceptional frame for a design suggestion was presented. Ways to investigate were men's wear collection research, Q-technique. First of all, they tend to boldly reduce unnecessary purchases and do not hesitate to focus on the wanted item, expanding the trend of 'value purchase.' Secondly, men's wear use various design elements with feminine images, while the materials, colors and design expressive techniques that have been exclusively used for women's wear, began to be applied to men's one, turning them into gentle styles with womanhood is stressed. Thirdly, Korean distribution channel is rapidly diversified from departments to new-concept ones such as multi-brand stores. Especially, displaying and selling various optional products, multi-brand stores lead such diversification of fashion distribution channel. Fourthly, features of the drapery types favored by the 20s men are that they like no-chromed dark or blackish colors with fixed structure and partially-applied drapery on the clothes. Fifthly, it turns out that men in their 20s set a premium on design and price while they buy clothes. In addition to that, they buy clothes mainly during discount period and displayed much bigger satisfaction for the purchase on discounted price that those on normal price.
