리폼티셔츠를 통해 본 성역할 정체감에 따른 추구 디자인ㆍ감성 요소

초록

The world is changing, as are our perceptions of sex roles for males and females. A social atmosphere increasingly more lenient toward individual choices has encouraged people to allow their personal ways of thinking and sex role identity to exert a greater impact on their choice of clothes compared to the past. Given this context, the present study examines how the choice of design and emotional elements in clothes was influenced and formed by people’s sex role identity. Therefore, in this study, 118 participants was measured to find out the design and emotional elements in clothing pursued by people according to sex role identity. The same white T-shirt and materials were provided to participants, and they were asked to reform a T-shirt for themselves to wear. We performed an analysis using a series of analytic methods, including frequency, reliability, and factor analyses, as well as a t-test and univariate ANOVA using SPSS 21.0. The data suggests that emotional factors are more important for differentiation than design factors for domestic unisex casual brands to have competitiveness. For men's wear products emphasis on masculinity, composure of the overall design (style, proportion and so on) and harmonious products for styling are more important than design details. On the other hand, specific elements such as harmony of subsidiary materials, proportion of pattern and balance are important for completeness of a mannish look. Products which emphasize femininity should consider economic aspects such as quality, price of product and so on rather than design and emotional elements. This result could be used as a database for the product strategy of fashion brands and the related companies, as well as to understand target consumer needs regarding fashion products.

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