아이돌 사복 패션의 온라인 시장 현황 분석: 성별과 스타일 유사도가 온라인 쇼핑몰 유형과 가격에 미치는 영향

Analysis of Online Market Status of Idols’ Off-Stage Outfit Fashion: Effect of Gender and Style Similarity on Online Shopping Mall Type and Price

Background/Objectives: This study aims to examine the market status of online offstage outfit fashion, according to the gender and fashion product style of idols, using fashion data of off-stage outfits of Korean idols sold at online shopping malls. Methods: We used secondary materials provided by Urban Union. These materials contain a total of 413 cases, including 78 same and 335 similar products to those worn by eight idols from February 16, 2023, to May 25, 2023. The product information for idols’ gender, style similarity, online mall type, and price was statistically analyzed using the chi-squared test, t-test, and two-way ANOVA using SPSS 29.0. Results: The results show that idols’ off-stage outfits demonstrate significant differences in the type of online shopping mall and price, depending on their gender or style similarity. An interaction was observed between the idols’ gender and similar style in terms of online shopping mall type, but it was not observed between the idols’ gender and style similarity in terms of price. Conclusion/Implications: The marketing implications are as follows: For the samestyled products as those worn by idols, choosing the fashion mall as a distribution channel can raise specialty. Moreover, reducing the discount range compared to similarstyled products and maintaining a reasonable price range is more effective in terms of product quality and originality. In addition, for similar-styled products as those of female idols, a strategy stressing brands rather than the similarity is more effective, whereas for similar-styled products as those of male idols, it is more helpful to underline the economic aspects.