디지털 신세대의 문화코드와 패션 경향 연구

A Study on Cultural Codes and Fashion Trends of Digital Generation

&nbsp;&nbsp;As culture has become the new key words for fashion, young people, who seek to share cultures in which they are interested, or sentiments with others, have built various networks both on-line and off-line.<BR>&nbsp;&nbsp;The purpose of this study was to research the cultural codes and fashion trends of young digital generation aimed to contribute to the establishment of effective design plans and marketing strategies.<BR>&nbsp;&nbsp;The cultural codes of young digital generation were differentiated individualization, consumption according to value, participation through share and communication, and entertainment culture. The propensities to consume of digital generation were ‘fast fashion’ and ‘bipolar consumption’. Fashion trends of digital generation could be summarized as sporty fashion, hybrid fashion, and entertainment fashion.<BR>&nbsp;&nbsp;According to these findings of the research on cultural codes and fashion trends of young digital generation, it is anticipated that active and practical markets for young digitals will expand and become more segmented. It is necessary to establish specific marketing strategies that satisfy the polarized consumption behavior of youth and incorporate fun-factors.