The Type and Characteristics of Fashion image and Handbag design preferred by Korean women according to daily situations

Abstract

In this study, I analyzed the daily situation of Korean women in their twenties and thirties in terms of their preferred fashion image and handbag design according for daily use. The study included a survey and in-depth interviews. The results of this study are summarized as follows.BR First, the daily situation of Korean women in their twenties and thirties was divided into three situations: public situation, complex situation, and private situation. Second, the appearance of fashion images preferred by Korean women in their 20s and 30s was classified into “intelligent”, “active”, “gorgeous” , “masculine” and “pure” fashion image. Third, handbag design preferred by Korean women in their 20s and 30s was classified into “gorgeous boldness”, “mature sophistication”, “casual activity”, “youthful cuteness”, “neutral masculinity”, “sensual sexiness”. In conclusion, Korean women in their 20s and 30s preferred fashion images of “intelligent” and handbag design of “mature sophistication”, “youthful cuteness” and “neutral masculinity” in daily situations. Conversely, “masculine” fashion image and “gorgeous boldness” handbag design were the least BRpreferred.BR This study is significant in that it analyzes the pairing of the types of handbags to carry for a specific fashion image. These data are helpful when designing fashionable clothing and handbags for Korean women in their 20s and 30s.

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