Consumer Behavior

Fashion Image Expression on Non-face-to-face Screen Platform - Korean Female Office Worker in Their 20s - 30s

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Abstract

Over the past three years, amidst viral threats, a notable shift towards online interactions has been observed. This trend persists even in the absence of significant viral concerns. Our study centered on working women in their 20s and 30s in Korea,seeking to comprehend how they enhance and present their external image in this digital era. We explored the use of digital devices and specific fashion choices that enable them to amplify their self-expression on video conferencing platforms. Employing a combination of surveys and in-depth interviews, we selected 12 participants through snowball sampling. These women had the freedom to craft their digital image to maintain their existing one or make adjustments for non-face-to-face interactions. Their desired images fell into three distinct categories: an authoritative professional image, a modern and clean image, and a natural image. Depending on the context, these women aimed to convey these images independently or in various combinations. Based on our findings,it is recommended that strategies be developed to recognize and project individual fashion images in non-face-to-face situations. This would enable individuals to align their online presence more effectively with their desired self-image, be it professional, modern, clean, natural, or a blend of these.

Keywords: fashion image, face to face screen, cousumer behavior

How to Cite:

Lim, S., (2024) “Fashion Image Expression on Non-face-to-face Screen Platform - Korean Female Office Worker in Their 20s - 30s”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17467