Design and Product Development
Authors: Nanghee Park (Chungnam National University) , Yoon Mi Choi (Chungnam National University)
It is essential to understand and effectively reflect changes in consumers' fashion emotions in fashion design and marketing (Baek, 2011). This study analyzed consumer data on social networks as a fundamental work to identify changes in consumers' fashion emotion after COVID 19 and effectively reflect them in fashion. In particular, this study tried to confirm the difference in the fashion-emotion of consumers, focusing on the newly emerged 'Zipcock Fashion.’ The result shows that the significant social change of the COVID-19 pandemic (global pandemic) brought about changes in consumers' fashion sense, and fashion styles and consumption method with a different emotion than before appeared. At the same time, it has been confirmed that consumers pursue a comfortable yet stylish emotion through fashion in ‘Zipcock Fashion’.
Keywords: fashion emotion, stay-at-home fashion, COVID 19, zipcock fashion, data analysis
How to Cite: Park, N. & Choi, Y. (2022) “Analysis of Changes in Consumer Fashion Emotion After COVID 19: Focusing on Stay-at-Home Fashion (Zipcock Fashion in Korean)”, International Textile and Apparel Association Annual Conference Proceedings. 78(1). doi: https://doi.org/10.31274/itaa.13544