The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The characteristics of democratization of fashion and fashionocracy in the global fashion industry

글로벌 패션산업에 나타난 패션 민주화의 특성과 패션 민주주의

  • Suk, Hyojung (Dept. of Fashion Business Management, SUNY Korea Fashion Institute of Technology)
  • 석효정 (한국뉴욕주립대학교 FIT 패션경영학과)
  • Received : 2021.06.24
  • Accepted : 2021.08.05
  • Published : 2021.08.31
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Abstract

This article examined the historical evolution of changes in the democratization of fashion, identified its characteristics, and defined 'fashionocracy - fashion democracy'- by analyzing various phenomena in the global fashion industry. This research will expand the field of fashion research and spark academic debates about fashion democracy. The democratization of fashion can be summarized in five periods; birth, introduction, early growth, growth, and maturity. The characteristics of the democratization of fashion include individual autonomy, accessibility that many people can access and enjoy, and diversity. According to the principles of democracy- "of the people, for the people, by the people" - which are based on freedom and equality, we have achieved fashion of the people and for the people so far. Furthermore, social media has shifted the balance of power to influencers and bloggers; as such, the masses who have consumed and enjoyed fashion democratization are becoming producers and promoters by actively participating in the process of making fashion, creating a new era of fashion democracy (fashionocracy): - by the people. Ultimately, fashionocracy consists of the '6P's' ; people (active and productive consumers), planet (society and environmental sustainability), products (genderless, ageless, inclusive), price (reasonable), place (multi-channel distribution, virtual spaces), and promotion (horizontal).

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2018S1A5B5A07073213).

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