Journal of the Korea Fashion and Costume Design Association (한국의상디자인학회지)
- Volume 3 Issue 2
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- Pages.23-34
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- 2001
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- 1229-7240(pISSN)
A Study on Bobos Style and Buying Behavior of Fashion Goods
보보스 스타일과 패션제품 구매행동
Abstract
This study aimed to investigate the Bobos style which represents new upper class in the information age and has influence on fashion world, and present the marketing strategy for that. As a result, Bobos' buying behavior of fashion goods and marketing strategy for that were as follows. The first, Bobos fashion style and their characteristics of buying behavior were 1. the pursuit of luxury and high quality 2. the pursuit of blending taste and of the traditional bourgeois and the bohemians 3. the pursuit of utility and practical thing 4. the pursuit of self expression and sense 5. the pursuit of natural and antique taste 6. pursuit of cultural and artistic aspect. The second, marketing strategy for Bobos' buying behavior of fashion goods were as follows. 1. Blending of the traditional prestige and freedom should be reflected on fashion goods. 2. The utility and natural style of fashion goods are needed. 3. The non-conspicous self expression and artisticㆍcultural taste should be reflected on fashion goods.
Keywords