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ITAA-KSCT Joint Symposium

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

Authors
  • heejin yun (Chungnam National University)
  • Hanna Kim
  • Yoon Mi Choi (Chungnam National University)

Abstract

As non-face-to-facecontact becomes commonplace due to COVID-19, consumers of the MZgeneration are increasingly interested in the familiar charm of virtualinfluencer and the lifestyle of communicating their daily lives.Through a fashion style study of virtual influencer according toT.P.O (Time, Place, and Occasion), we intend to understand the characteristicsof virtual influencer and help form image-oriented virtualcharacters. Based on the number of posts and followers of Virtualinfluencer in Korea from 2019 to 2021, a total of five fashionsculptural elements, including Rozy, Reah, Reah, Rui,Yu A, and  Neon, wereanalyzed by  dividing them into images, colors, items, silhouettes,and  details. It can be seen that virtual influencer in domesticfashion has begun to engage in activities as active as  influencer inreality, and  as  digital fashion content expands, it is createdfor  corporate marketing promotion strategies, and  fashion is usedto 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.13557

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Published on
2022-09-23

Peer Reviewed