International Journal of Costume and Fashion

The Korean Society of Costume (한국복식학회)
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What Does the Classic Style of Clothing Actually Mean to Consumers?

  • Kwon, Yoo Jin (Department of Human Ecology, Korea National Open University)
  • Received : 2017.05.29
  • Accepted : 2017.06.21
  • Published : 2017.06.30
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Abstract

This study seeks to understand the consumer meanings of wearing classic styles. A qualitative research method was adopted, and 16 participants in the United States were interviewed and asked to define a classic fashion or style and why they wear one. Grounded theory was used for the research. The findings revealed three themes: (1) A classic style represents conservatism in style; (2) Style pragmatism refers to the positive attributes of wearing a classic style; and (3) consumers expect to continue to wear that classic style in the future. Those who are fashion-forward also expect to wear classic clothing in the future as they grow older. For people who do not follow fashion, classic is also a safe choice. The implications of these findings are discussed.

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References

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