Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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An Action Research on Creative Clothing Consumption Behavior

창의적 의복소비행동에 대한 실행연구

  • Kim, Woo Bin (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Choo, Ho Jung (Research Institute of Human Ecology, Seoul National University)
  • 김우빈 (서울대학교 의류학과) ;
  • 추호정 (서울대학교 생활과학연구소)
  • Received : 2019.08.29
  • Accepted : 2020.03.27
  • Published : 2020.08.31
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Abstract

This study investigated how experience of creative dressing tasks influences consumers' perceptions and behavior towards clothing consumption. Consumer creativity can solve several problems in consumption practices; however, few studies have analyzed it in the consumption context. This study adopted an action research method so that consumers could experience creative clothing consumption in their daily lives. In-depth interviews and participant observations were conducted on eight adults in their 20s and 30s. Participants had to dress creatively 10 times and recorded their creative fashion styles, the ideas they used, and their feelings during the tasks in a consumer diary. The main results were as follows. Participants regarded the meaning of creative dressing as a 'visually novel, transformative, and hiding the physical flaws'. Based on these characteristics of creative dressing, they showed many creative ideas by expanding the product usages or varying coordination among the fashion items. As a result of the task experience, participants became aware their stagnant fashion style and reflected on shopping habits and low clothing usage-efficiency. This study is meaningful in that it systematically explored creative clothing consumption behavior step by step from a consumer perspective.

Keywords

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