A Comparative Analysis of Street Fashion Color Between Beijing and Seoul: The Case of 2012 Summer

Purpose - The comparison between Beijing and Seoul, representative fashion cities in north eastern Asia, in the respect of the street fashion color of the women in their twenties and thirties, was made an aim for this thesis. Research methodology - The collection of the data in those cities were performed for the case study by means of taking pictures and recording camcoders at the famous fashion streets in Beijing and Seoul. This investigation extended from 26th June until 11th July 2012 AM 9:00-11:00, PM 16:00-18:00 twice a day, at the same spots. The 500 pieces of the pictures in street fashions were selected in each city. For the frequency analysis of street fashion color, WINDOWS SPSS 18.0 program was used for this research. Results - The casual style was predominant in Beijing and Seoul. However the street fashion colors show the differences between two cities. Beijing women more preferred vivid Red, Yellow and Blue than in Seoul women. It seems that the Chinese women are influenced by their traditional color symbolism. On the contrary, women in Seoul women preferred the international fashion colors to traditional color symbolism. Conclusions - The findings of this study show that the street fashion colors between Beijing and Seoul are differently. That means the Korean fashion brands or company should recognize the differences when they plan to launch a fashion brands in Chinese fashion market and seriously consider the color preferences of Chinese women.