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빈삼 ( Sen Bin ),염혜정 ( Haejung Yum ) 한국패션비즈니스학회 2021 패션 비즈니스 Vol.25 No.3
In December 2019, when the novel coronavirus (nCoV) was identified in Wuhan, Hubei, China, the number of people belonging to post-90s generation among about 42,000 medical staffs personnel supporting Hubei was 12,000 or more, accounting for about 33.3% of the total number of personnel. The term “post-90s generation” generally indicates young people born from 1990 to 1999. The study scope is the 1990-2020 period between the birth of post-90s generation and present. Literature and empirical studies are performed. Generational characteristics and fashion trends shown only by post-90s generation through precedent studies and reports are as follows: First, generational characteristics of post-90s generation can be categorized into the following three characteristics: “sang wenhua”, “collective loneliness”, and “diversified identity”. Second, fashion trends of the post-90s generation can be categorized into the following three characteristics: “new Chinese style fashion”, “masstige fashion”, and “de-labeling fashion”. The above results show that the post-90s generation uses “culture” and “me” as keywords. Further, the above trend is consequently divided into the following two characteristics: “diversification” and “individualization”. This is because the post-90s generation is directly affected by the reform and opening and the 9-year compulsory education policy of China compared to the previous generations; hence, these people are greatly influenced by Western culture and fashion as well as their own culture and fashion. It refers having a tendency to express one’s individuality with a variety of tastes and styles.
포스트 코로나19 시대의 패션 소비문화에 대한 빅데이터 분석 -중국 패션 네트워크인 LADYMAX.cn의 기사를 중심으로-
빈삼 ( Sen Bin ),염혜정 ( Haejung Yum ),심수인 ( Soo In Shim ) 한국패션비즈니스학회 2021 패션 비즈니스 Vol.25 No.2
In this study, the changes in fashion consumption culture in the post-COVID-19 era were examined through big data analysis. Considering that the Chinese market plays a pivotal role in the global fashion industry, big data was collected in the most famous and professional fashion network in China, LADYMAX.cn. As a result of text mining and social network analysis, three major changes were identified as the emerging fashion consumption culture in the post-COVID-19 era. First, as a trend in new media consumption, COVID-19 disease and the development of digital technology tended to encourage consumers to put more importance on the relationship between bloggers and fans than previously. Second, as a trend in reward consumption, consumers tended to be rewarded for their hard work to relieve and comfort their high stress caused by spending a long time worrying about the prolonged COVID-19 situation. Third, as a trend in home-economy consumption, consumers tended to prefer homewear and sportswear more because they were spending longer times at home as the social distancing period was prolonged.
SNS 쇼핑채널에 나타난 실버서퍼(Silver Surfer) 여성의 패션스타일
김지선 ( Jiseon Kim ),염혜정 ( Haejung Yum ) 한국패션비즈니스학회 2021 패션 비즈니스 Vol.25 No.2
As silver surfers'(older people who are good at surfing the Internet) SNS use and influence increase, SNS shopping channels are also favored as the major means of contactless shopping. The study analyzed the trends in fashion styles corresponding to taste on the SNS shopping channels with silver surfer women as the target. Even though the shopping channel was for people in their 50s and 60s, most of the design factors focused on casual styles and young taste rather than the formal and mature image. The material, trim, and patterns reflected a retro or formal factor but were also reinterpreted as a young image to show the various forms. The characteristics of the women's fashion styles for silver surfers on the SNS shopping channels can be summarized as follows. First, they chose items that portrayed a young image regardless of their age. The colors, materials, and patterns of the products also helped to create a young image. Second, there was a tendency to pursue various casual items. Silver surfer women chose practical, casual items because of their active lifestyle. Third, retro items were reinterpreted as young and trendy. Silver surfer women showed their retro tastes but preferred practical clothing with young images.
김지선(Kim, Jiseon),염혜정(Yum, Haejung) 충북대학교 생활과학연구소 2019 생활과학연구논총 Vol.23 No.2
Baby boomers with active lifestyles are the major consumers in the fashion market. The fashion of drama characters that reflect the life and taste of the baby boom generation exerts influence on the baby boom generation who spare no investment in their own lives. This study examined the trend of fashion appearing in dramas to be applied to fashion products for women in the baby boomers. The study analyzed the fashions of three baby boomers in「Dear My Friends」. Most of their costumes were casual items, and many practical accessories were used. The colors were mainly white, black, and neutral. And Accent colors were added to express more refined rather than colorful. Using jean, vintage material, and unique trimming, we expressed casualness and femininity. Stripe patterns and small floral patterns appear frequently, making them casual tastes overall. Women characters of the baby boomers in「Dear My Friends」have shown both young and casual images in common. The three characters each represented three casual styles: Ease-Up Casual, Excellence Casual, and Trans Casual. An analysis of various casual styles will help baby boomers choose the style they want. As baby boomers constitute a large population group, the follow-up studies need to examine their clothing at present and in the future regarding the relationship between their experiences in reality and fashion styles. While considering that baby boomers at present are in the forefront of silver generation in the near future, those studies are expected to contribute to the development of future products for the elderly reflecting baby boomers tastes and lifestyle.