ITAA-KSCT Joint Symposium

A Case Study of Fashion Style in Accordance With T.P.O. of K-virtual Influencer

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Abstract

As non-face-to-face contact becomes commonplace due to COVID-19, consumers of the MZ generation are increasingly interested in the familiar charm of virtual influencer and the lifestyle of communicating their daily lives. Through a fashion style study of virtual influencer according to T.P.O (Time, Place, and Occasion), we intend to understand the characteristics of virtual influencer and help form image-oriented virtual characters. Based on the number of posts and followers of Virtual influencer in Korea from 2019 to 2021, a total of five fashion sculptural elements, including Rozy, Reah, Rui, YuA, and Neon, were analyzed by dividing them into images, colors, items, silhouettes, and details. It can be seen that virtual influencer in domestic fashion has begun to engage in activities as active as influencer in reality, and as digital fashion content expands, it is created for corporate marketing promotion strategies, and fashion is used to suit T.P.O.

Keywords: T.P.O, MZ generation, virtual influencer, Rozy, digital fashion

How to Cite:

yun, H., Kim, H. & Choi, Y., (2022) “A Case Study of Fashion Style in Accordance With T.P.O. of K-virtual Influencer”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13545