서울, 베이징, 상하이의 진 캐주얼 스타일 비교연구

A Comparative Study of Jean Casual Style in Seoul, Beijing and Shanghai -Focusing on 2009 Summer Street Fashion-

The purpose of this thesis is to present the basic resources for enhancing the competitiveness of the Korean fashion brand in Chinese fashion market. The research was performed by taking the pictures of the street fashion in 2009 Summer, from 1st July 2009 to 15 july 2009, 10AM to 5pm, 2 times per day. Among the data about the three cities, 150 photos were selected in criteria of women in their twenties and thirties, respectively. There are many differences of jean casual styles in Seoul, Beijing and Shanghai, by analyzing the style comparatively. Those three cities show same jean casual style as T-shirts and jean pants. In case of bottom, women in Seoul preferred full length skinny pants but women in Beijing and Shanghai preferred 7/9 length skinny pants. In case of skirt, less popular than pants, mini skirt was the most popular item among the skirts in three cities. The one-piece dress was not identified in jean casual style. In the clothing colors, those three cities show same color preference that multi color were the most preferred for top, blue was the most popular for bottom. The tidy conservative style was more preferred in Seoul, while the body exposed sexy style was more preferred in Beijing and Shanghai. In the light of accessories, the big shoulder bag was in fashion in the three cities, however in the case of shoes and hats, some discrepancy appeared. In conclusion, Seoul ,Shanghai and Beijing showed similarity in acceptability of the fashion trends and preferences in clothing style. However the way of wearing accessories in Beijing and Shanghai was different from Seoul.