ScholarWorks@숙명여자대학교

초록

As men have started to show more desire to express themselves through clothing andaccessories also they learn by themselves and take diverse experiences about fashion. Atthe same time, men’s fashion-consciousness is growing together. The role of maleconsumers’ is becoming significant in the fashion market, and there has been moreresearch on their clothes and fashion is increasing, however research on the male casualclothing for their 30∼49 years old group is still insufficient. This study aims to examinethe casual brands for men in their 30~40s and their characteristics among other men’sbrands recently appearing in Korea. The results of the study found: first, regarding thequestionnaire to give men’s casual brand names, 30s males’ answers showed clearerrecognition about the casual brand than those of 40s males. secondly, the factorsaffecting attitude of male consumers’ towards casual brands are designed ‘aesthetics’,‘surroundings’ and ‘price’, and the men in their 40s put more important than men in their30s on ‘aesthetics’ and ‘surroundings’. third, when men were actually buying casual brand,they then took five characteristic factors into account namely: ‘the external environment’,‘functionality’ design ‘aesthetics’, ‘symbolic’ and ‘price’. Men in their 30s did not showmuch difference in actual purchase characteristics in regards for the brand factors but men in their 40s showed interest when asked about ‘buying product withnoticeable brand logo or trademark’ item among ‘symbolic’ factors than men in their 30s(p< .01 of significant difference).

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