Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on Fashion Design Characteristics and Trend Diffusion in Subversive Basics Online Video Content

서브버시브 베이식(subversive basics) 동영상 콘텐츠의 패션디자인 특성과 트렌드 확산방식에 관한 연구

  • Minjung Im (Dept. of Fashion & Clothing, Seowon University)
  • 임민정 (서원대학교, 패션의류학과)
  • Received : 2023.08.14
  • Accepted : 2023.09.15
  • Published : 2023.09.30
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Abstract

This study analyzed the compositional characteristics of fashion videos and the characteristics of fashion design spreading as trends through Subversive Basics. Literature research and case studies were conducted concurrently. Based on the literature review, an analysis method was designed, focusing on the concept of online video content, Subversive Basics, and the video content type. For the case analysis, videos were collected and classified using Subversive Basics as the keyword. The content was observed, and design features were analyzed. Based on the results, the collected videos were classified into tutorial, curation, and creative content types according to their compositional characteristics. Tutorial content emphasizes practical actions that demonstrate how to make or modify clothing, thereby promoting user-generated content for dissemination. Curation contents provide users with style ideas and information about clothing and purchases to encourage clothing purchases and influence purchase decisions that lead to dissemination through clothing consumption and wear. Creative content showcases the process of modifying and creating clothes to enhance understanding and value of creative design. The characteristics of fashion design utilized in these contents include bold designs with high visual effects as the first category, designs that can be easily and quickly modified due to intentional incompleteness as the second category, and prominently featured body-positive, individualistic designs as the third category. The results of this study can be associated with balanced development between basic design elements and personalized unique designs, catering to consumer needs.

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References

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