“It’s not just a winter parka”: The meaning of branded outdoor jackets among Korean adolescents

Abstract

The purpose of this study is to explore the meaning of the popularity of branded outdoor jackets among Korean adolescents. In-depth interviews with 13 teenage middle-school girls who had purchased and worn branded outdoor winter jackets, along with a semi-structured questionnaire, were conducted. Three themes emerged from the responses in terms of the motivations for adolescents’ preferences toward branded outdoor jackets: media effects, peer pressure to conform, and parents’ suggestions. Three themes also emerged concerning the meaning of wearing branded outdoor winter jackets: the development of a hierarchy, the internalization of this hierarchy, and a framework for use with other fashion brands. The findings of this research may serve as an initial attempt to address Korean adolescents’ unique clothing behavior associated with branded outdoor sports jackets, to understand the adolescent market, and to provide the basis for identifying factors related to adolescents’ fashion brand choices and for increasing extant knowledge of their brand perceptions.

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